Many Chiropractors use specialized techniques and attempt to attract patients by explaining, publicizing, and educating patients about WHAT they do.
They mention their technique on their websites, business cards, and face-to-face with their patients.
…Big mistake.
Even if this were the best way to attract more patients (which it is not), it’s a fantastic way to repel referrals.
Why?
…because when your patients tell others about what you do differently, YOUR PRACTICE is at the mercy of how your patients explain what you do to others.
In addition, whomever hears about what you do immediately compares what they hear with…
- What they’ve experienced in the past.
- What they think they know about what Chiropractic is.
- What they can research online.
You do not want to discuss your technique. It’s risky and it commoditizes both you and your practice.
YOU want to be perceived as the solution,
NOT your technique.
For example, if your patient tells a co-worker that you do x,y, and z…then the co-worker will think of things similar that they’ve already tried and come up with: “I tried that already”, or “My P.T. does that”, or “That doesn’t sound like something that I want.”
You must assume that their assumptions are false about WHAT you do.
That is why YOU must not highlight what you do.
Let your results speak for themselves.
When you do that, then there is nothing or no one that ANYONE can compare you to.
YOU are your product.
YOU are not your technique.
YOU are the solution.
…and when your patients can’t describe exactly what you do (because they weren’t educated on that aspect of your practice), then all that is left to explain to others is….
How great YOU are.
