Dynamic growth through proper patient relations

Article Abstract:

The steps required to build a successful office practice are discussed. Professional advertising became legal in 1977, and has been used successfully by chiropractors to build their practices. However, in some cases, reliance on advertising has been coupled with decreased reliance on expanding chiropractic practice by patient referrals or ''word of mouth'' techniques. Chiropractors are encouraged to get back to such basic methods for practice building. They should focus on improving patient relations by relieving fears, particularly during a patient's first visit. It is vitally important that patients feel good about their decision to consult a chiropractor, and understand that they will not be hurt in any way. Patient educational materials, such as videos, can be effective in decreasing fear and establishing an excellent therapeutic relationship. Fees must be discussed on the first visit, and it is extremely important that the fee for the first visit be minimal and reasonable. The office staff should help to set the tone and provide the patient with helpful advice. One useful device for cementing the relationship with a new patient is to phone after the first therapeutic visit and ask how he/she is feeling. People often use chiropractors as an alternative to conventional medical practice because patients are actively involved in the therapy; this perception can be encouraged by openly discussing the short-term prognosis. Classes in spinal care can be given in the office as a means of encouraging discussion with patients and interested persons who should be considered potential patients. Classes of this sort can increase referrals and make the chiropractic practice flourish. (Consumer Summary produced by Reliance Medical Information, Inc.)

Psychological aspects, Economic aspects, Physician and patient, Physician-patient relations, Advertising

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To market or not to market - that is the question

Article Abstract:

In order for chiropractic practices to survive and prosper in the 1990s, new and creative marketing approaches are required. Marketing, in this context, must take into account patients' wants and needs as well as social responsibilities. New ideas are needed to build marketing strategies that will ensure the success of the practice. The first task in developing an effective marketing strategy is to define the goals of the practice and to analyze the performance of the practice to determine changes that need to be made to achieve these aims. Examples of such goals include strengthening the chiropractor's image as a provider of health care, increasing the services provided for the patients, increasing the number of patients, and providing more efficient and caring service. The image that the practitioner portrays to the public should reflect the goals of the practice: since first impressions are important, the office receptionist and waiting room should provide a comfortable atmosphere for the patient. Advertising can be used to familiarize the community with goals of the practice; if used, it should be done professionally and in good taste. Direct mail is a cost-efficient method of communicating with the public. A periodic newsletter may also be effective. It can be used to explain new diagnostic tests and procedures, discuss local health issues, list new or revised office policies, and to introduce new staff members. It is concluded that successful marketing strategies will play a key role in determining the success of chiropractic practices in the 1990s. (Consumer Summary produced by Reliance Medical Information, Inc.)

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