Since chiropractic postcards are so small, so inexpensive and so easy to use, many chiropractors overlook this simple and significant way of building their chiropractic practice. Here are some simple suggestions that you can implement to put this powerful marketing tool to work in your practice.
If you do a great job helping patients, as most chiropractors do, a trusted marketing adage comes into play here: the patients most likely to come to your practice are the ones who have already been to your practice. A postcard reminder is the perfect way to tap into this rule of thumb.
Since many chiropractic patients discontinue their care as soon as they feel better, they subject themselves to a likely relapse. And most patients would rather return to familiar surroundings and procedures than begin care again elsewhere. Thus, what most chiropractic patients need is a low confrontational nudge; a suggestion or reminder to return for a chiropractic checkup.
Naturally, the first thing you'll need in your patient reactivation strategy are some chiropractic postcards! There are many suppliers from which to choose.
Choosing Your Chiropractic Postcards
Chiropractic postcards come in two main flavors: playful and serious.
You can recognize the playful chiropractic postcards because they typically feature cartoon characters licensed by the various syndicates or other, more lighthearted images. This approach is often believed to make the reactivation overture seem less confrontational and friendlier. And it may. However, it may do so at the risk of minimizing the image of the chiropractor and reducing the importance of their health.
The other approach is to use photographs and images that can serve to educate and enlighten patients about attending to their spinal health. Symbols and metaphors are used to advance chiropractic principles and explain the value of regular chiropractic checkups.
Choose the style that best represents the "tone" of your practice and the image you wish to project among your inactive patients.
What to Write on Chiropractic Postcards
Many chiropractic postcards aren't sent simply because the chiropractor or the front desk staff who are usually tasked with this responsibility, are unsure of what to write! Let's put an end to this constraint right now!
Rule Number One. Do not mention their admitting complaint or reason for originally consulting your practice. This is a needless infraction of HIPAA guidelines and is inappropriate for a postcard. Plus, inactive patients don't need to be reminded of a previous episode.
Rule Number Two. Make your message short and breezy. Perhaps something like, "Remember to drink lots of water as it heats up this summer!" Or "Time for a stress-relieving chiropractic adjustment? Give us a call." Or "Hope your adjustments are still holding. If not, give us a call." And "We hope all is well. If not, give us a call."
The mission is to present you and your practice as a memory jogger, trusting that if patients sense the need for a visit or two, they'll give you a call.
The Metaphysics of Chiropractic Postcards
The chiropractic postcards you send to inactive patients represent a form of energy. Besides being authentically interested in the patient's health, the postcards you send are a tangible representation of your motives, intentions and the way you think of patients. To some, these suggestions may seem subtle and worth ignoring. But do so at your own peril.
Chiropractor vs. chiropractic assistant. Since the chiropractor/patient relationship is between the chiropractor and the patient, it's optimal that the chiropractor handwrites the personal message. If that's simply out of the question, having a staff member write the message is better than no postcard at all.
Hand addressing vs. printed labels. If the chiropractor is writing the short, personal message, it's probably best to apply a crisply printed address label. Most practice management software will allow a list export or have label printing capabilities built in to them.
Postage stamp vs. postage meter. While a postage meter (if you have one) is more convenient, individually applied postage stamps are perceived as more personal and the preferred choice. This shouldn't be burdensome if you're simply dropping 5-6 chiropractic postcards in the mail each day.
Say a prayer. Imbue each postcard with a blessing directed to the receiver. Ideally, have the postcard written, stamped or addressed by someone who can visualize the patient and extend a wish for health and well-being to each recipient. Ignore this nuance and your postcard overture is mechanical and self-serving.
Chiropractic postcards are the ideal way to grow a chiropractic practice. They are used by the busiest chiropractors, and those who want to be.
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