Your Brand Will Be Your Legacy
IN BRIEF
COACH’S CORNER
Lee Wood
DC
I have received a lot of marketing questions this week. Here is a good one.
How do you develop your brand?
I teach chiropractors to develop their brand by incorporating what the community wants in a chiropractor with their vision of how they want to be seen or what they want their legacy to be.
You can determine what your patients and community want by conducting a brief survey of your existing patients (30-40 is a good survey sample size). Ask the following questions:
1. What makes XYZ Chiropractic special?
2. Why do you come to XYZ Chiropractic instead of another chiropractor in the area?
3. Why do you refer your loved ones to XYZ Chiropractic?
4. What could we improve or do differently to better serve you? Answering these questions will provide a ton of marketing material and help you develop a tagline and brand.
Our survey revealed the following:
1. Tagline: “XYZ Chiropractic: Serving and Growing with North County since 1980”
2. Brand: “Experienced Experts Who Truly Care”
“Experienced Experts Who You Can Trust”
“Experienced Experts Who Truly Care and You Can Trust”
The key is using both brand and tagline on all marketing materials
(i.e., letterhead, business cards, ads, website, etc.). It is important to use your brand to ensure your team continually emulates your vision.
Dr. Wood has been in active practice for more than 43 years, a veteran consultant and the founder/CEO of OneOn-One Chiropractic Coaching. He works with hundreds of chiropractors worldwide on a host of topics including, new patient acquisition, practice management, prosperity consciousness and personal growth. Email him at [email protected].
