Why do some Chiropreneurs have a PVA of 9 and others 88?
It's all about your INTERNAL marketing plan. Point is: regardless of your current PVA, it can be increased!
Remember, marketing requires that you have an EXTERNAL plan that is focused on attracting New Patients and an INTERNAL plan that is focused on keeping the patients.
The ONE biggest weakness I see over and over is the lack of a strong, consistent INTERNAL marketing plan.
Since "Marketing is everything that you do that can be seen, heard or smelled by your patients or the people in your marketplace." the following tactics are critical to your INTERNAL marketing plan:
1. The scripting and recommendations that you use for all new patients will impact their decision on lifetime care. Use proven scripts for the first forty visits.
Recommendations delivered during the patient consultation are critical. We find too often that recommendations are weaken by FEAR. FEAR that the patient will not accept your program of care. Nothing can be further from the truth. Patients want to be lead.
Why not inspect what is expected. Use a voice activated recorder during your next consultation and then send it to your coach for review? If you don't have a coach --- you should --- then have someone who can be objective listen and give you feedback.
2. Patient education is the next factor and the most overlooked. Incorporate patient eduction into each of your first forty visit scripting protocol. Have a digital billboard deliver your educational message, while patients are in the office. Have educational material displayed for patient's convenience. Use a white board to post the health issue of the day/week.
3. Include a patient progress exam as part of your forty visit protocol and it must be executed on every 10th visit, not 12, or around the 10th, on the 10th. Period. Consistency is king. It's about a system for delivering exceptional patient care.
4. Have a Re-Xray Protocol that is based on your PVA minus 5...you cannot re-xray if they have left. If your PVA is 32, then schedule the re-xray at visit number 27. Yes, this will increase PVA, your patients want to see the "pictures" and they will pay for them. If you have patients who have not been re-xrayed recently...write a prescription on their next visit! They will LOVE it and often remark: "I was wondering when you were going to do that."
5. The more a patient invests in their health care, the longer they will remain with your care. Too often you think the opposite. But, research and testing has proven that when anyone invests in something, they will act to protect that investment. So, use a Prescription Pad Protocol to prescribe nutritional supplements, back care products, orthotics, rehab or massage....over and above their current program of care.
6. And, the more a patient refers to you, the longer they will stay! You need a referral marketing plan and work it. The more they refer, the longer they will stay. Period. If you are not getting referrals, you do not have a marketing plan working for you. You cannot rely on hope to get referrals...you must be proactive and have a structured system for asking for referrals. Incorporate the scripting into your first forty visit protocol.
Here's the BIG question to ask yourself and your T.E.A.M.: Is it better for a bone to be in place or out?
And, why are regular maintenance adjustment good for us, but not our patients? My personal PVA is 2,954 and counting!
Reality is that most people will enjoy a healthier and more active lifestyle with lifetime care...not short-term care!
Don't let your patients down by not giving direction and then holding them accountable. That is your two most important functions as a Chiropreneur.
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