Projects: Planning to succeed in practice |
You've probably heard this saying or a variant more than once: "Failing to plan is planning to fail." You may be sure this is true, but you don't know how to get started planning for your practice so you can be successful. We at Chiropractic Economics want to help. And there's no time like the present. In each issue of studentDC.com we present you with specific planning elements you can begin working on right now.
Go to a local chiropractic office and ask to observe for a day or two. Better yet, volunteer to help out a couple of days a month. Most professionals (including chiropractors) are very willing to share their time and expertise with students.
While you learn about the office, you can make a positive contribution to the chiropractor by giving your time and doing small tasks. Be sure to take mental notes while you're working: What do you like about the office and the way the practice is run? What do you not like? Why?
Write your notes when you return home. The notes (and experience) will help you determine your future. (Use our Practice Visit Checklists to help you gather information and guide your conversation with the chiropractor you visit.)
Set up a schedule for your next break from school. Where will you go, who will you visit, what do you want to see? Find an area where you want to live and make a plan to visit chiropractors in that area. Take notes on your visit (use the Practice Visit Checklists at www.StudentDC.com). Be sure to send "thank you" notes to the doctors you have visited.
Go to a marketing event put on by a local chiropractor — a mall screening, county fair, or Kids Day America, for example. Your purpose is to find out how doctors use these types of events, how the events are planned and funded, and what kinds of benefits they provide, in terms of new patients. Here are some questions to ask:
1. How far in advance was this event planned? How much did it cost to put into operation?
2. How did the doctor determine the value of this event? In other words, why did he or she decide to participate? How does this event fit with the doctor's USP?
3. How many years has the office been participating?
4. How much time does it take to prepare? How many staff members participate? What is the budget for the event?
5. How are new patients solicited during this event? How are potential patient leads followed up — by phone? E-mail? Postal mail?
6. How many new patients does this doctor typically gain from this event?
7. Would the doctor recommend this type of event to gain new patients?
These are only some of the questions to ask. Spend time observing the event and come to your own conclusions. Do a cost/benefit analysis: Was the amount of time and money expended worth it in terms of gaining new patients? What would you have done differently? What was the most valuable information you gained from this project? This is a great opportunity to study a marketing event in action and find out whether you would want to run this type of event in your practice.
Use our "Marketing Processes" checklist for more ways to gather information and guide your conversation with the chiropractor you visit.
As you start thinking about how you will market your practice, consider a swipe file — a collection of marketing materials that appeal to you or you think might be a good way to market your practice.
When you are ready to develop your materials, you "swipe" these ideas from others.
Get into the habit of looking at everything you receive, every ad you read, as a possibility for your swipe file. Do the same thing with Web sites; when you find a site you like, print the home page.
Every month or so, look over these materials to see what jumps out at you and what you can throw out. Over time, you'll find your attraction toward a particular style or "look" of advertisements.
When you are ready to create your own ads, you can use these examples. We are not saying you will steal someone's idea, but you can use the "swipe" materials when you talk to advertising people or artists, to give them an idea of what you want your printed marketing materials to look like.
If you are reading studentDC.com, you are serious about preparing for your career as a chiropractor. One way to learn a lot in a short time is to attend a seminar or conference.
Opportunities abound, depending on the type of experience you want. Make a plan within the next six months to visit one of these events:
• ‘Super’ seminars. If you are a high-energy person who likes being around lots of other like-minded people, and you want to keep motivated, attend one of the “super” seminars sponsored by several of the practice-management companies. Watch for announcements of these events in Chiropractic Economics, as well as in the magazine’s e-newsletter, Newsflash. (Sign up for a free subscription to Newsflash at www.ChiroEco.com.)
You can also find a complete listing of seminars in the Datebook at www.ChiroEco.com/datebook.
• State conferences. If you want to find out what’s going on in your state and connect with chiropractors who might be interested in hiring an associate or selling a practice, go to the next state-association meeting. To see the list of state associations, go to www.ChiroEco.com/associations.
• College homecomings. To connect with alumni for referrals and attend great seminars, go to your school’s Homecoming or Alumni Weekend. See the list of Premier College Events in 2007 at ChiroEco.com.
• National association meetings. If you belong to a chiropractic organization, go to its annual meeting. Both the American Chiropractic Association (ACA) and the International Chiropractors Association (ICA) have gatherings every year. For example: The ACA sponsors a National Chiropractic Leadership Conference each spring in Washington, D.C., and the ICA holds several conferences each year.
Links to all organizations and events mentioned above are available online in studentDC.com’s Resource section.
When you go to these events, spend time in the vendor areas and talk to them about software, tables, and products. Pick up brochures. Put these in your “swipe” file for future reference.
Chiropractors love to get together and talk chiropractic. Take the opportunity at your next break to talk to experienced people in the chiropractic profession. The more people you talk to, the more you’ll learn about practice.
Common local organizations for networking
• BNI (Business Network, Inc.) and other networking groups
• Chamber of Commerce and Jaycees (Junior Chamber of Commerce)
• Service groups, such as Optimists, Kiwanis, Lions Club, Rotary, and Junior League (for women)
• Business and professional groups. For women, consider groups such as Business and Professional Women (BPW)
• School groups, such as PTA and PTO, in the schools where your children attend
• Toastmasters, the international public speaking organization |
Whether you are moving to a new community or back to your hometown to start a practice, you will need to spend time making contacts with individuals. One way is to find local groups to join or give presentations to.
Start now to find out what local groups are in your city so you can be prepared to begin making contacts as soon as you arrive. Once you’ve identified your local groups, make two: The first list is for groups you would like to join; the second list is for groups you would like to speak to.
Limit the groups on your first list to those you feel most passionate about; you don’t want to spend all your time on group activities and not have time for your practice and your family.
For your second list, inventory the topics you could speak about. Include general chiropractic subjects, nutrition and wellness, and other topics of interest to general audiences. Avoid direct advertising, but bring business cards to these meetings.
Find a contact name and e-mail address or phone number for each organization you would like to address. Then contact that person and find out the next meeting date or ask if the group would be interested in a speaker. Discuss possible subjects.
Being ready, willing, and able to speak to a group will usually get you a speaking invitation within a few months.
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