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 Enlightening your customers leads to success

Chiropractic? What is it? What do chiropractors do? You would think for a service that has been around since 1895 people would know what it is and how it helps people. But they don’t. Why? Could it be a lack of education or lack of success? There is plenty of success with chiropractic. In fact, chiropractic is one of the most successful treatments for back pain. It all comes down to education. You must educate your patients, customers and the community of the many successes that occur every day in your business. So how is that done?

You must add value to your product, in this case chiropractic. Let your patients know it is not just a crack’em in alignment and you are fixed. In the end, all you are doing is putting a band aid on the issue until it becomes an even bigger problem.

There are steps to adding value to a service and this can apply to a product as well:

  • - Have patients/customers experience your service. 
  • - Show the value of the service. 
  • - Educate on how the service adds long term benefit and what they can gain from the service.

We live in a fast food society. We want things now and we want an instant outcome. That is exactly how you need to approach your services. In the chiropractic case, you must get patients out of pain as fast as possible. Then, educate the patient that if they stay on the wellness care plan, it will save them money and provide a healthier and more mobile spine for the rest of their life. 

One of the biggest challenges I have faced in my career is getting patients to understand that getting them out of pain is not the solution. The solution is wellness care. Getting adjusted on a regular basis is similar to brushing your teeth. You use your teeth every day but you also brush your teeth two to three times a day and get a dental check-up, not because you are in pain, but because you want to keep your teeth healthy for the rest of your life. We need to approach chiropractic the same way by not waiting until we are in pain to get adjusted. This is where education plays a huge role in a chiropractic office. Patients need to understand that you cannot replace your spine.

Getting your patients or customers to understand, you must have nine contact points to achieve this. You must educate your consumers nine times in multiple ways to help them understand the long term benefits of a service or product. 

- Have patients or customers attend a presentation to set the stage for the expected outcome  
- Give clients a testimonial office tour showing them they are at the right place
- Show new patient video introducing them to the service or profession
- Explain new patient exam or client visit to help them understand why and how we will help them 
- Provide a thorough report of findings and custom plan for each client 
- Educate on each visit— rating the treatment/service and informing the them of their progress
- Every sixth visit review with the patient or client where they are at in their progress 
- Achieve the ultimate goals of the patient and not recommend one more or one less visit needed for them to achieve wellness status
- Show them a wellness video and educate them how they can have long-term benefits of the service or product in your business

The power of chiropractic amazes me every day. The true challenge is getting those future patients and sometimes existing patients to understand the importance of maintaining their spine. Educating your customers, clients and patients can be just as important as other marketing strategies.





About the Author

Dr. Scott Rief
Owner, Active Family Chiropractic & Acupuncture

Dr. Rief was raised in Shelby before receiving his Doctor of Chiropractic from Palmer Chiropractic College in Davenport, Iowa.  Dr. Rief has also been certified in acupuncture through the Fellowship of Acupuncture Society of America.  Dr. Rief started Active Family Chiropractic & Acupuncture in 2007.

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