Industry norms.
They are how things are done because that’s how they’ve always been done. Every industry has them.
Many times, industry norms ignore the wants, objections, and sensitivities of the marketplace and negatively impact the image of that type of business.
Spinal screenings are a perfect example of this in our own industry.
This industry norm has made us look:
Desperate
Controversial
More like salespeople than doctors.
Can spinal screenings put patients in the office? Sure.
But at what cost?
As you know, with spinal screenings, it’s a numbers game:
Some schedule.
Fewer show up.
And within those who do are a small % of patients who will pay, stay, and refer.
As a profession, we should be more concerned with those who don’t schedule. This includes the vast majority of people who walk by one or more spinal screening booths at a local event and shake their heads.
Want to attract patients?
- Then be attractive.
- People are attracted to a referral from a friend or family member.
- People are attracted to a doctor who doesn’t blatantly advertise.
- People are attracted to good doctors.
So, instead of reserving another booth at a fair, boat show, or flea market, ask yourself what you are doing to create the short list above.
