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Our 2015 UCM Upper Cervical Practice Survey results are coming in and our hope is that the information that we can obtain will help all upper cervical doctors be more successful in 2016. If you haven't participated in the survey yet we will continue to have it running through the end of the year. Just click the link above to answer the 10 question survey. We will be slicing and dicing this information up and releasing it a variety of different ways to help you.
One of the most interesting questions was "What have you found to be the most challenging part of practice in 2015?" By far the most common response was "Obtaining New Patients".
In part one and 2 of this series we looked at the 2 most effective ways of obtaining new patients through external marketing for upper cervical practices in 2015. If you haven't had a chance to look at those 2 articles we highly recommend it. Here is part one and here is part 2.
Today we are going to take a look at the most effective form of internal marketing for upper cervical practices in 2015 which is healthcare classes a.k.a. patient orientation classes.
In our 2015 survey 45% of doctors found that healthcare classes was the most effective way to generate new patients through internal sources. A healthcare class can go by many different names including patient orientation class, special consultation etc. but the primary purpose of the class is to educate your new patients about the unique upper cervical perspective to improve patient compliance, loyalty, and results while promoting patient referrals.
One of my favorite interviews with the doctor who really understands the importance of internal marketing is Dr. Terry McCoskey. Dr. McCoskey has built an extremely successful practice in Ohio and him or his associate does a patient orientation class called "60 Minutes for Living Well" every Tuesday night. This is what Dr. McCoskey said about his patient orientation class that I thought was so fantastic.
"Yes, in fact we think of the people in our practice become part of our mission and vision. Our mission and vision revolves around helping people understand their responsibility and their role with managing their health. I think of it no differently that if you saw somebody drowning you would throw them a rope, so when you see somebody suffering it's your responsibility as somebody who knows the whole truth now. It's a responsibility that you have to say, "Hey, if I had something that could help you would you like me to tell you?" Whether it's your spouse, a family member, or a friend that you see at church, or at the grocery store maybe a complete stranger. We coach our patients into being part of our mission and vision and to serve as many people as we can. Yes, it's a responsibility we all have, once you know the truth you're accountable for sharing it."
So a primary goal of a successful patient orientation class is to help your patients become involved in the mission and vision of your practice. If your mission is to help as many people as possible with upper cervical in your community then it is important that you help your patients see WHY that's important and help them see HOW they can refer people into your office.
Previously we discussed the 3 ways to do a healthcare class: which are; do-it-yourself, have your associate do it or create a DVD-based healthcare class. Each has its pros and cons which we investigated in detail in the article mentioned above. We have found from our survey that 75% of upper cervical doctors do not have associates so that leaves you with only 2 options:
One of the best ways to take your practice to another level is to implement a consistent and effective upper cervical specific healthcare class into your practice in 2016.
Another terrific way to improve your internal marketing in 2016 is to implement a comprehensive online marketing program that is focused on both attracting new patients from external marketing but also improving your referrals.
Creating a comprehensive online marketing program is not easy. It takes hundreds of hours of testing and working your program in your market. If you would like to do online marketing yourself feel free to use our free resources on the blog and our downloadable e-books. If you would like a done for you service that has consistent results and return on investment then feel free to schedule an online marketing discovery session with our team by clicking the button below.