Practice Growth Through Referrals
Keith Giaquinto
Every chiropractor wants to see more patients. Marketing a practice can easily become a full-time job, and marketing may not be the doctor's strength. There are different kinds of marketing that can be done. There is external marketing, which includes direct mail, networking, outside talks or screenings, volunteering, being active in the community, and putting on different events. Then there is internal marketing, which includes patient appreciation days, in-office workshops, patient testimonials, social media marketing, and asking for referrals. Marketing a practice can become overwhelming very easily.
The good news is that you don't have to do all of the things I have mentioned. Picking two or three marketing ideas is really all you need to do to grow your practice. Implementing them, doing them consistently, and mastering those skills can make a big difference in the growth of your practice.
As a CA, being able to ask for a referral is a valuable skill. This is a great way to boost your impact on your community and increase the number of people who receive chiropractic care, and without spending any money. Here are some important questions that come up when you consider asking for referrals:
• How do you ask for them?
• When should you ask for them?
• How often should you ask for them?
• Let's dive into these questions.
Asking for a referral in its simplest form can be as
Jeasy as saying, "Mrs. Jones, who do you know that _ doesn't know about the benefits of chiropractic?" Another approach would be to say, "Mrs. Jones, if you have friends or family who might like to find out about chiropractic, we have several ways they can do that." When you ask for a referral, be present, make eye contact, ask from your heart, and be sincere about it. After you ask the patient, be quiet and wait for a response.
When you come from your heart with love and want to sincerely and authentically serve more people, ask for a referral often. When is a good time to ask for a referral?
• After a reexamination and progress report.
• During an anniversary report.
• When you do in-office workshops.
• During table talk with a patient about his or her success.
• When a patient is doing really well.
When a patient asks about a symptom or condition because he or she is asking for someone else.
When do you ask for a referral? Anytime.
A referral does not happen unless you have a name and an action step. The action steps that you can offer are whatever you want them to be. For example, when I ask for a referral, I offer my patients four suggestions that make it easy for the referral to come into the office. The patient can:
• Invite that person to come in and watch him or her be adjusted.
• Invite that person to an in-office workshop.
• Offer that person a chance to come in and get checked.
• Ask for the person's permission so that the doctor can give him or her a call to answer any questions directly.
You can then ask the patient, "What do you think would be the best way to serve Mrs. Jones?" Then let the patient pick his or her preferred option.
Asking for referrals is an easy and effective way to grow the practice without spending any money. Be aware of the opportunities with your patients and simply ask them.
I have learned this method of asking for a referral while working with Dr. Dean DePice and his company, TLC 4 Superteams.
Dr. Keith Giaquinto has more than 12years of f clinical experience as a chiropractor and internal health specialist. He frequently lectures to companies and groups in his community on topics of health and wellness. He has created a new patient lecture system for growing your practice through lecturing. You can contact him at www.drkeithgiaquinto.com
