How I Became The Two Hour CEO

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The Two-Hour-CEO.

So recently I have faced a dilemma. With my wife pregnant with Twin Boys, my life was about to change; but would I go quietly or kicking and screaming? I had to look at my life as it was, and work out where the incompatibilities were with a family with two newborn babies.
My wife is a successful professional, neither of us want to give up our work, but we also don't want to hand over all parenting responsibilities to a stranger and become ‘Weekend Parents’. So I had to figure out a way to allow enough time and energy to work on and grow my business, whilst also being a SuperDad.
I had several options, I could be a weekend father with full-time weekday nanny’s, I could put someone in charge of my business and be a full-time daddy, I could sell up, or I could get smart. I have always liked to start my day early, I like to workout early in the morning when the world is still sleeping and often had put in several hours of work before many reach their desk. I had a very brief thought that I could work before the babies were awake, which was quickly dismissed as my naivety that newborn baby’s would settle into an adult sleeping pattern at the click of my fingers.
I wasn't prepared to give up my business or career, I was too much of a control freak to hand over full responsibility to someone else, and so I was left with one other option…. I had to get clever, my working day had to be dynamic, fluid and I had to become more efficient… I had to work smarter, not longer.
I created a Two-Hour-Work-Day rule, where I would commit to two hours of work per day, regardless of how tired I was. I would work from home and be a stay-at-home-daddy for much of the day as my wife’s job wasn't so flexible. I also vowed that my business would actually grow during this period rather than just stem the tide and fire-fight issues that came up.
I had always wanted to be the CEO of my company, it’s actually where my skills lie. Alas I had never managed to fully detach from the day to day management of the company and was kept firmly rooted in the Managing Directors chair. This was my chance to break free, and our pregnancy gave me a finite amount of time to get things in order.
I didn't do this alone, I had staff that stepped up when needed, and I invested time in training each person in their new responsibilities. But really I feel that my Two-Hour-Work-Day would work for any small business even if you work alone, unless your job really is tied to time, for example a chiropractor, dentist or window cleaner.
So the big day came and Isaac and Francis were born, happy and healthy boys. At first the only routine in our house was chaos, and that was to be expected. I’m sure I walked around with a muslin square permanently on my shoulder for weeks. We slowly started to get a routine, and work came back on our radar. Now was my time to test whether my new job as the Two-Hour-CEO would work. My staff had done a good job keeping things going, now was my time to step into the CEO role and steer the ship.
My rules were very similar to FightClub, although by writing this I am obviously breaking the first rule of FightClub. My rules were that there were no rules, my working day would be fluid, I wouldn't stick to the same hours, they may not be in a solid block of two hours and they could be interrupted. The only principle I stuck to, was that I would prioritise the MOST valuable thing I could do for my business; Today. In fact I started to plan for the following day so that when I had a spare moment I was on it in a shot.
This did prove difficult at first, as urgent things or those that draw your attention would drain my time. Things like a little red number on my phone telling me how many emails I had or calls that I couldn't ignore. It wasn't until I re-found the four quadrants of time management matrix by Stephen Covey that I became more efficient. I realised that I was spending most of my time in the Urgent but Not Important section. This included replying to email straight away and other distractions and I vowed to spend most of my time in the top of the quadrant. The urgent/Important tasks are obvious but it would appear that the important but non-urgent tasks are the ones that always get put on the back burner. I realised that it was this section of the quadrant where most of the growth would be in my business, actually in my life in general.
When I had reoccurring important/Urgent tasks, I would look at them to first see if this was something that my office manager could deal with? A CEO should be looking ahead, not constantly down at his desk. So I refined my one rule, that I would of course deal with urgent things, but my FOCUS would be on the strategy and strategic planning side of the business. I wanted to play chess not feel like I was inside a Pin-Ball machine.

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In the first few months, our goal was to expand the business and increase our client list from the US and Canada. We discussed having people locally to attend trade shows etc, but this was diametrically opposite to our business model which was solely online, so this didn't sit well, plus it would have been a logistical nightmare.
So we created a Facebook, Instagram & Twitter marketing strategy to target our ideal clients. My tasks as the Two-Hour-CEO became more and more in the Important-Non-Urgent quadrant, thinking several steps ahead of the game. I am sure that many people will agree, particularly working mothers, that the pull you have between being a parent & a professional is at times significant. When you are at the office you feel like a bad parent, when you are with the kids you feel like you are neglecting your job. I do feel this is harder for women, my wife is asked regularly how she manages, ‘are you sure you are ok’ or ‘I bet your kids miss you’. Which I think is down-right rude and judgemental whether they meant it that way or not: I have never been asked that nor have I ever heard a man being asked the same questions.
We need to live dynamically for the year that we are in, we need to grow our businesses in a way that fits the year we are in, we need to bring our kids up for the year that we are in - Yes, Maybe Donald Trump will try to bring us back to the 1950s… But for now, I have never been happier with my role as the Two-Hour-CEO, my kids have a mixture of myself and my wife at home; but as they grow will not depend solely on one parent. They will learn the values of hard but clever working principles. They will see first hand equality and respect in a relationship and that life is fluid and dynamic and not fixed; compromise will be visible, whether they understand it or not.
Funnily enough, once I got out of the way and stopped micro-managing, my business has grown more in this period than ever before. The right staff stepped up and those that were not able to work on their own initiative left. I am now the Two-Hour-CEO of three companies, and of course there are days I may work for 10-12 hours, but my commitment is still just for two focused hours a day. An analogy from exercise springs to mind.. ‘The hardest step of a run is the first one’. My two hour commitment was a minimum, and allowed me to reduce the pressures I felt for not spending 12 hours grafting. However when I had time, I would sail past the two hours, as long as the work was still efficient and productive. The moment I felt myself drifting into procrastination, I would get up and do something different.
Once the boys started sleeping through and chaos was not a daily expectation, I actually looked into this a little deeper and found some research that shows the average America works for 8.8 hours per day. However the actual amount of PRODUCTIVE time in this average day is only 2 hours, 53 minutes. So maybe I am onto something, watch this space and I will try to come up with a more complete system rather than just the ramblings of a new father!

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Targeted Facebook Audience - What Is It & Why Do You Need It?

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Targeted Facebook Audience. You Need To Know This For 2017.
This is the first of two blogs on Facebook Targeted Audiences. We will focus on targeting your clinic’s patient base. The next blog will discuss using Targeted Audiences to talk to your ideal prospective patients.
Did you know that you can target specific groups of people on Facebook? I’m sure you did, you know that you can focus your audience on a specific location and then choose certain demographic information such as age and interests & Facebook will tell you how many people you will reach with your parameters for a chosen budget.
Thats fine for most marketers, but you are likely sitting on an asset that you are not utilising. How many patients do you have on your books? Do you have all of their email addresses loaded into your practice management software? If not, then you will have to add this laborious step to make this work for you, but its something everyone in 2016 going into 2017 should have as a matter of course.
The next step is to ask your practice management software to separate your patient base into THREE categories. Filter out all of the information that it can produce to just include:
First Name
Email address.
You want three categories:
1. The Entire Database from day 1.
2. The Active Patients (that have had an appointment in the last X weeks) You decide how you define this.
3. The Inactive Patients - which is basically everyone in the entire database minus the active patients.
Once the report is generated do the maths to make sure that:
The Entire Database has the MOST names
The sum of the active & inactive databases match the entire database
I know this is obvious, but you will be surprised how often software messes this up so check before you progress.
You can now upload each database to Facebook.

Facebook will search for everyone in your database and create an ‘Audience

Now you can send educational messages to your active patients, asking them to like your Facebook page, requesting a testimonial or Facebook review or generally improving their educational experience.
You can also target your inactive patients with specific messages for reactivation purposes… a VERY effective form of marketing when you consider each click on your advert/video etc could cost as little as a few pence.
Lastly you can take your ENTIRE database and create a special audience called a LOOALIKE audience, and this is our nuclear weapon that we use with each and every client at our Digital Marketing Agency who ONLY works with healthcare practices, just like yours.
More on LOOKALIKE audiences in our next post HERE.
If this all sounds like too much effort, then set aside the funds for a couple of treatment visits a week and let us take care of EVERYTHING for you.

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Facebook Lookalike Audience

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In our last post about targeted Facebook Audiences we discussed the Facebook Lookalike Audience. In this post we will delve a little deeper into what actually is a Facebook Lookalike Audience, how to create them and what to do with them once you have them.

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If you haven't already created an Audience for your active patients and inactive patient lists, then we suggest you go over to the relevant blog posts here & come back to this one.
Active patient Facebook audience creation
Inactive Facebook audience creation
The aim of creating an audience full of your patients on Facebook is that you can communicate with them once they step outside of your practice. Education is the key to your patients understanding the condition you are treating. Understanding the condition you are treating is the key to seeing the value in your complete treatment programme. Without proper patient education, most people will stop coming to your office once the pain goes away or the function that was limited feels ‘ok’. You as a professional know that this is rarely the end of the healing process and will often recommend a longer period of corrective or rehabilitation treatment. If the value of this in the patients eyes does not outweigh the perceived cost, they will drop out when they think they are done.
This does not even consider maintenance or wellness care, which may or may not be an important part of your practice. Many of our clients have a large wellness patient-base of people that consciously chose to get their body checked by an expert on a regular basis… The most successful of those practices has patient education at its heart. Your educational efforts are giving your patients the opportunity to make an informed decision.
The problem is that this is hard work; it takes continued time and commitment from the practitioners and your support team. You need to start the process from the moment the new client walks in the door and this continues, drip feed fashion throughout the patient’s care. If you are a wellness practice that also advocates healthy living, diet, exercise, medication etc then you have EVEN more to include into those visits. Online and in particular Facebook educational programmes do not replace this in-house education, but it supplements it.
Every practice will also have a list of people that have not been to your office for sometime; we will call them inactive patients. You can create a separate list to send messages specifically to this group of patients from an educational perspective and also a welcome back message and call to action from time to time.
In this post in particular we are talking about creating a Facebook LOOKALIKE audience.
To do this you collate all the email addresses or phone numbers of your patients on your database and upload them to Facebook
You can create a Lookalike Audience in Ads Manager or Power Editor.
First of all you need to create a custom audience. For example, our agency always creates at least THREE audiences to start with. They are your ACTIVE patients, your INACTIVE patients and your ENTIRE database. When creating a lookalike audience you will use the entire database as it has the most information. Facebook will then go away and find all those people with matching details that are listed on facebook. You can use this entire database audience directly, but it will include both active and inactive patients, who really should be receiving a different message.
Once Facebook researches the habits and demographics of your entire database, they can create a Facebook lookalike audience of similar people in your area. You can then literally target your ideal prospective patient’s on Facebook in a way never been possible before. Gone are the days of paying for an expensive newspaper advert and then crossing your fingers and hoping for the best.
To get started creating a Custom Audience from your patient list, log into your ads manager:
1.  Go to your Audiences
2.  If you already have audiences, click the Create Audience dropdown and select Custom Audience. 
If you don't have any audiences, you'll see audience creation buttons, rather than dropdowns. Click Create a Custom Audience.
3.  Click Customer File
4.  Click Add from your own file
Then you need to create a Facebook Lookalike Audience in Ads Manager:
1.  Go to your Audiences
2. Click Create Audiences in the top left and then select Create a Lookalike Audience from the dropdown
3. Choose your source (any Custom Audience - including those based on an app, conversion pixel or Facebook Page)
4. Choose the country where you'd like to find a similar set of people
5. Choose your desired audience size with the slider
6. Click Create Audience
To create a Facebook Lookalike Audience from Power Editor:
1. Go to your Audiences
2. Click Create Audience at the top-right of the page and select Lookalike Audiences from the dropdown
3. Choose your source (any Custom Audience - including those based on an app, conversion pixel or Facebook Page)
4. Choose the country where you'd like to find a similar set of people
5. Choose your desired audience size with the slider
6. Click Create Audience
Note: It may take 6 to 24 hours for your Facebook Lookalike Audience to be created. After that, it'll refresh every 3 to 7 days as long as you're still actively targeting ads to that audience.
The way you should talk to these prospective patients is very specific. First of all Do Not SPAM them with daily consultation offers. It will annoy them and Facebook will notice. Gary Vaynerchuk wrote a great book titled Jab, Jab, Jab, Right Hook. Where each Jab is a social media post educating, empowering or making your Facebook Lookalike Audience laugh. The Right Hook is a call to action or sales ‘punch’ and they should only be peppered amongst the Jabs. The key is to think like a prospective patient, what are their concerns, what are they thinking and what are they looking for. What questions do they want answered? Then become the authority on those subjects in your local community. This will make your Right Hooks so much more impactful.
For more information on our digital marketing services, please Click Here.

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Patient Testimonial Video

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Here is a lovely example of a patient testimonial video that we have created for one of our clients. We suggest that you create & publish as many as possible steadily over time. Read our article on Marketing for 2017 here 

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WHY MOST CLINIC’S SOCIAL MEDIA MARKETING EFFORTS FAIL

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Let's face it...most practitioners are Rubbish at social media. Our research shows that 30% have no social presence. 60% have a presence but admit their efforts are lame, and that leaves the remaining 10% who are crushing it & proud.

So it’s not surprising that of those that do have social media marketing activity, 92% believe that their social media marketing efforts do not produce a good return on investment. Many practitioners are just too busy & so delegate the social management to another staff member or even outsource it to an agency.

The problem with asking another staff member to run your social media marketing efforts is that its often not a priority & gets squeezed in between patients and other admin duties. When they do get around to posting something, they just are not you with all your skills & charisma; and their efforts although genuine just don't hit the button. In fact even when experienced practitioners run their own social it’s usually lacklustre.

“Most of us make the mistake of posting what we want to SAY, rather than what people want to HEAR.”

A social campaign needs to be structured, and you need to keep to a schedule & a theme that is dynamic. It needs to be layered & considered as a medium to long-term investment.

Most media agencies know this and will give you a shiny proposal… then fall short of their promises. Ask every colleague you can; I bet 100% of those that have outsourced to a digital agency were not satisfied with the results. When you are paying good money, Return On Investment is important. Whether it is adwords experts, Content creation, social management or all of the above, if the agency doesn't understand you & your profession, their efforts just wont succeed.

Healthcare is a unique service, people make the choice to visit your office with a very different set of rules than when they buy something on amazon or eBay. First of all, I don't really care whether the man who sells me a USB stick on eBay talks nicely to people, has clean fingernails and loves his dog. But your patients DO, they are trusting you with their body, they need to know that you can be trusted.

SOCIAL proof is the BEST way to show that you are trustworthy. Word of Mouth used to be the only way you could benefit from social proof. Mrs Jones tells her neighbour about you and rummages through her hall drawer for an old business card & Mr Smith gives you a call. Word of mouth is still vital for your practice. But now Mrs Jones will Facebook or whatsapp Mr Smith, he will then stalk you on the internet until he is happy that you are trustworthy. He wants to see other peoples reviews (good & bad) he may actively search for your clinic name plus ‘the words complaints’ or ‘scam’ to make sure you are legitimate. He could even gain basic information from your last accounting year submission; making sure everything is above board.

Only once Mr Smith is satisfied that you are the person he wants to trust with his spine/knee/hip/teeth will he pick up the phone, email or complete a contact form - but not before he has checked groupon to see if you have any offers running.

So stop seeing social media marketing as a thorn in your side, and start taking to people Human To Human, Patient to patient, rather than pixel to pixel.

Social is the NEW WORD OF MOUTH. 

What does your Social Presence say about you?

{see our new video on Marketing for 2017 & how to make use of the Social Proof}[/cs_text][/cs_column][/cs_row][/cs_section][/cs_content]

Marketing for 2017 and beyond.

[cs_content][cs_section parallax="false" style="margin: 0px;padding: 45px 0px;"][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text class="cs-ta-justify"]When I first started in practice, marketing was simple. You paid for a yellow pages advert, ran a few ‘advotorial pieces in the local newspaper’ telling the local community your story, and you got out there & hustled. You did regular screenings at the gym, the local church fete, the supermarket; anywhere that would have you really.

As your practice grew, you might even have had the luxury of a screening team so you didn't have to go and stand in the cold yourself. I don't know of many practitioners that actually like doing this sort of marketing, with cold contacts such as, ’Hello Sir, When was the last time you had your spine checked sir’… greeted by a blank face; ignored by most.

I would enjoy talking to people about their spine, nervous system and Chiropractic: so I recruited someone to be the ‘front man’ well front woman actually; and she dragged people over kicking and screaming & then it was up to me to work my magic.

But that was close to two decades ago… Facebook didn't exist, the Snapchat founders were in junior school and google ad-words were not words I had heard in combination. Today’s world is very different, and the marketing efforts in your clinic should reflect that.

Our agency specialises in growing practices predictably with digital marketing.. it’s an area where 95% of clinics are under-performing. WHY? Because no-one really knows the keys to online success and so we are stumbling in the dark, do you feel that way sometimes? Many practitioners posts a sporadic blog or Facebook update when they remember; and then forget about it for a while.

Some more internet savvy clinics have a structured campaign, posting to social media regularly, linking back to their blog. Alas most still do not have a good return on investment. That investment is not just financial, if you run your own marketing programme, most of the investment will be TIME.

So why do so few clinics get a decent return on investment with their online marketing efforts.The answer comes from those old-fashioned marketing efforts. Everyone online is in transmit mode, there is information overload. People are definitely looking for you & what you have to say, but they have to filter it past millions of pictures of cats & Kim Kardashian. If you send out yet another dry blog stating the 7 Reasons Why Chiropractic Can Help Back Pain, it’s going to get very little engagement.

That being said, we do still create this kind of content for our clients, but we do it knowing that the google robots are probably the only ‘people’ that are going to read them, at least at first. If you do it for SEO purposes and to rank for keywords in your area, great. But don't expect a significant number of your local community to read it. Would you read an article by your car mechanic on the 6 reasons why your alternator may fail, or do you just want to find a mechanic you can trust to look after your vehicle.

So why is the answer found in 1990’s marketing techniques? It’s because at a screening, Mrs Jones got to meet you, she got to suss you out, test your metal, see if you connect. When someone reads your story in the newspaper, again the ‘advotorial’ has a personal feel to it.. or at least I hope it does/did.

Story telling is the way forwards to promote your practice, and video is the medium for it. A Youtube channel is a MUST, as is posting regular videos to your channel, Uploading them DIRECTLY to Facebook rather than linking to a youtube video means you will be favoured by the Facebook wizardry.

Tell your story, tell your patients stories, even better: Get them to tell it.

A suggestion is that at every progress review, ask the patient to complete a form stating how happy they are with the care they receive in your practice. Also ask them to tick whether they are happy to give a short testimonial. If everything looks good, that is the perfect time to ask if they wouldn't mind saying their testimonial to camera. If they are shy, thats fine too, ask for a written review, or ideally ask them to post a review to Facebook, Google or where-ever else is your front desks focus that month.

If they say yes, its important that you get the proper consent. Email us & we can send you a consent request that you can add to the bottom of your progress form, so its all done in one efficient process.
If you take posture picture or x-rays at this point, it’s the ideal time to take the patient somewhere usually more quite than reception & ask them to say a few words to camera. It doesn't have to be a monologue. The key is regular testimonials, rather than 15 minutes of praise; most people will only watch the first 30 seconds anyway.

Post them to Youtube with specific keywords. Pick out the theme of the review. Does Mrs Jones say how her back pain is gone… great use (Back Pain) Banished at Kingston Chiropractic. If Beatrice’s headaches are better, try ‘Beatrice’s story. No Headaches for four months, since visiting Dr Tom at Willow Chiropractic, Clifton - Bristol.’

Do the same on your Blog, Facebook, Twitter etc, but change the titles each time you use the content. If one video gets more engagement than the others, then Boost that post on Facebook and target a specific audience in your local community (more on that on other videos)

If you are clever you will re-purpose the content.

The video you are watching has been transcribed and the text used as a blog, and also posted below the video on youtube (it helps with rankings) We have also broken it down into ‘taster chunks’ short taster videos that lead to this longer video. Chances are you watched a short taster video and now you are here!

Take quotes from the content & tweet them, with a link to the full article or video.

Make your WORK, work for you!!

I’m going to cut this short, as most people wouldn't have made it this far and there is SO much more that I can say. If you are going to take away ONE thing…

That MUST be:

You are talking to real people… BE REAL, show real stories, follow a patient’s journey.

Let someone who was once in the viewers shoes tell them that YOU are the solution they are looking for. Then let them google you & find all your lovely articles, videos & raving reviews.

Get it right and you can predictably create at least 15-20 additional new patients per month with a modest campaign.

If this all sounds like too much effort, then set aside the funds for a couple of treatment visits a week and let us take care of EVERYTHING for you.

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Facebook Dark Post - Do You Need To Use Them

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What is a Facebook Dark Post & Does Your Practice Need To Use Them.

Its Halloween so I thought it was fitting to take about Facebook DARK Posts
Have you ever signed up to something, maybe an online course or bought a sink online. Then for months you repeatedly receive marketing emails begging you to sign up to the course or suggestions for new sinks. Firstly, I have already paid for your course, please be clever & put my email in a different autoresponder, secondly I expect the sink you sold me to last for more than three days and so I don't expect I will need another one anytime soon.
It’s a real turn off, at best it is slightly annoying. At best, it can effect your overall experience. For example, say you have bought a course promising to make you a billion dollars with email marketing. Yet the course provider can’t even work out how to move your email address over to a ‘bought’, do you trust them as much now?
This is why Dark Posts exist. You can post things on your Facebook page & Timeline that Do Not show up to those people who already like your page. Your patients don't need to see your $10 initial consultation offer three times per week, they will disengage, skim past your posts, even if they are relevant or worse, unlike your page.
Yes you could be missing those ‘prospective patients’ who like your page but are not yet a patient, but there is a way of still reaching them discussed in a different video all about audience targeting.
So in summary, to your patients who like your page they see lots of facts, articles and clinic relevant updates. To the prospective patient checking up on you online they will see the same interesting articles, blog posts & hopefully LOTS of testimonial videos, reviews & social proof.
They will ALSO see your call to action to book their consultation this week for just $10.
There is a bit more to it, but that's the skeleton answer.

Make sure you are marketing for 2017; Go Dark!

If this all sounds like too much effort, then set aside the funds for a couple of treatment visits a week and let us take care of EVERYTHING for you.

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Free Marketing Appraisal

[cs_content][cs_section parallax="false" style="margin: 0px;padding: 45px 0px;"][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][x_image type="none" src="http://mediamarketing.clinic/wp-content/uploads/2016/10/EngagementAnnouncementIdeas-forSocial-Media.png" alt="" link="false" href="#" title="" target="" info="none" info_place="top" info_trigger="hover" info_content=""][/cs_column][/cs_row][/cs_section][cs_section parallax="false" style="margin: 0px;padding: 45px 0px;"][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][x_creative_cta padding="25px 25px 25px 25px" text="Click Here<br>To Contact Us!" font_size="36px" icon="lightbulb-o" icon_size="48px" animation="slide-top" link="http://mediamarketing.clinic/contact/" color="" bg_color="hsl(0, 1%, 73%)" bg_color_hover="hsl(186, 24%, 57%)"][/cs_column][/cs_row][/cs_section][/cs_content]

Patient Testimonials

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Patient Testimonials are Vital to engaging with prospective patients, particularly on social media. Here is an example of one we create three times per week for one of our clients.

PEOPLE NOT PIXELS.

Read the FULL article here.

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What Chiropractors Are Doing Wrong

[cs_content][cs_section parallax="false" style="margin: 0px;padding: 45px 0px;"][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text class="cs-ta-center"]I’m a Chiropractor, I've been a Chiropractor for nearly 15 years. There, I said it. It feels like the start to an AA meeting. The truth is that chiropractors get a bad press at times, and in my opinion, often for the right reasons. I am writing this article to you, as a Physiotherapist/Physical Therapist/Osteopath to bring up what I think is wrong with my profession, but also what you can learn from it.
[/cs_text][/cs_column][/cs_row][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text][x_custom_headline type="left" level="h5" looks_like="h3"]What chiropractors are doing wrong[/x_custom_headline][/cs_text][/cs_column][/cs_row][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text class="cs-ta-justify"]
Each and every hands on practitioner has the same dilemma. We are tied to our hands and tied to our time. Many practitioners I speak too are torn between professional ethics and patient care and the business aspect of overheads and profit. If we want the business to grow, we will at some point hit a ceiling once we are constantly fully booked. We can then either employ associates and let the practice grow with other people offering the care to patients, or we can work more ourselves. Working more can mean extending our hours or slimming down the time we spend with patients. I haven't got a problem with efficiency; all of us remember how long it took us to perform a new patient examination in college. I think it took me all morning with a lie down in a dark room needed at lunchtime.

Many chiropractic colleagues of mine have ‘trimmed the fat’ from their treatment sessions. Admittedly a chiropractic adjustment is a different process to your treatment sessions but there is a fine line between efficiency, and reducing the quality of care that you offer the patient. I think this is where many chiropractors fall down. I have worked with some amazing practitioners that only spend a few minutes with each patient. Yet they perform regular re-examinations which are pre-set in agreement with the patient. They have specific rehabilitation programmes for the patient, and may even have an assistant that goes through the rehab with them or performs other therapeutic modalities at each session. I haven't got a problem with this. The chiropractor is performing the chiropractic adjustment, just like the dentists pulls a tooth or the MD gives an injection. As a patient you are not paying the dentist for how long it takes them to pull your tooth, but their expertise and the benefit derived from the procedure.

In my chiropractic example above, the practitioner has a system and team around them to make sure that the patient receives the best all round care; and this doesn't all have to be given by the lead practitioner. However the problems occur when people reduce the patient visit times, in the name of efficiency & profit, yet do not create the systems around them to support the patient in other ways. I think many chiropractors have followed this path that if not astute could at best affect their reputation in their community by reducing their level of care. At worst, missing something serious or opening themselves up to malpractice claims.

At times, although rare I have heard (unconfirmed) stories of chiropractors using unscrupulous ways of getting new patients and also keeping their current ones. Fortunately, this is much less common in Europe where I practice, and in particular the UK because we have the National Health Service. Most stories are from the US, where practitioners have tried to play the health insurance system; health insurance is still fairly uncommon here in Europe, with only a small percentage of clients claiming from private insurance policies, I would guess less than 10%. I have heard stories of practitioners offering TV’s to people who come in and get their spine checked - not good! Alas, this is a very small minority, so let us move on.

Some busy chiropractors also have a very narrow scope of practice. Meaning that their sole purpose is to check someones spine and correct and adjust what they find. This can mean that they do not look for an alternative diagnosis outside of the chiropractic model. Again, I am not against specificity, Many healthcare models including acupuncture, reflexology, reiki all focus on ‘doing what they do’. My concern is that chiropractors are Primary Healthcare Practitioners, which in my eyes also brings with it a duty and obligation. Yes of course practitioners will see mostly what they always see in practice. Yet a primary healthcare practitioner has a duty to also spot red and yellow flags, ask the right questions or send for further tests. I feel that if we only ask questions related to a very narrow scope of practice, and only perform examination techniques to support this, then why do we need the status of a primary healthcare practitioner!

Having said that, from the publics perspective, I fee that having a narrow scope of practice can be an advantage. Having something clearly defined allows people to decide if it is right for them. Even though the title of this article was ‘What chiropractors are doing wrong’ I think it is worth also exploring what they are doing right…
[/cs_text][/cs_column][/cs_row][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text class="cs-ta-center"][x_blockquote type="centre"]What would you do with this patient if they were your Partner/Husband/Wife/Child.

Would the session look different?[/x_blockquote][/cs_text][/cs_column][/cs_row][/cs_section][cs_section parallax="false" style="margin: 0px;padding: 45px 0px;"][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text][x_custom_headline type="left" level="h1" looks_like="h3"]What are chiropractors doing right? and what can you take from that.
[/x_custom_headline][/cs_text][/cs_column][/cs_row][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text class="cs-ta-justify"]Back to efficiency. I am not suggesting that you spend 90 seconds with each patient, but take a moment to think about your last week in practice. Think of the general trends, what happens in a typical visit. Do you collect everyone from reception? Do you wait for Mrs Jones to hang her coat and seven jumpers on the hook? Does each patient change into a gown or does Mr Brown take his socks and shoes off and roll his trousers up whilst you stand twiddling your thumbs? Maybe you have it more efficiently set-up with a changing room attached to your treatment room, and can collect each patient ready to go? Then what happens in each session?

A good question to ask yourself is what would you do with this patient if they were your Partner/Husband/Wife/Child. Would the session look different? I doubt that you would skimp on the quality of care when treating your family. So what differs when you treat Mrs Jones? Usually it is perceived value, if someone is paying for a session, then we feel an expectation to do certain things, sometimes unnecessary things to ‘pad out the session’. If you only do what is best for the patient, then hats off to you, but you are in a minority. Most of us have an issue around charging for a treatment session, whether we are conscious of it or in denial. It is a classic dichotomy for healthcare practitioners, and is the reason we are often bad at marketing ourselves and our businesses.

The first tip a chiropractor can give you is remove all focus on ‘time’ on your treatment sessions. If the focus on your website, literature and in reception is on your 30 minute appointments, then you are tied to that forever. Focus on giving the patient what they need, today it may be 20 minutes, next week 32 minutes, time isn't discussed - benefit is. If a patient expects 30 minutes and gets 20 they will feel cheated, but thats only when YOU are focused on time too. A caveat here is not to change things all at once; maybe ‘graduate’ certain patients to the next level, do a formal re-examination and review their progress, use percentages and scores to show how far they have come and how much further they need to go, and of course discuss the steps needed to get there. At the same time, start all new patients from a different model, they wont know any different. You may be surprised, will they miss the 10 minutes electrotherapy or heat gel rub that you give them, or would they rather have that time out living their life?

The second tip was touched on above; re-examinations. Most chiropractors I know have a very good formal re-examination procedure in place. Yes of course they re-examine each visit, but people are paying for your services, and some conditions take a long time to recover. People do not always see the gradual changes they are making until it is pointed out. Do you discuss with the patient the prognosis and likely path the treatment and their recovery is going to take? Do you arrange a formal review at a set number of treatments/days/weeks in the future. In my practice we tally up the number of examination procedures performed at the initial consultation and tell the patient how many they passed/failed or give them a score. We then repeat those tests at the re-exam and discuss their score. We will point out that their lumbar flexion was 20 degrees and now they can touch their toes, neurological findings etc. Just as important as the positive changes, we need to discuss those areas that have not improved as much. For example the loss of sensation in the lower calf is still there, and reassure the patient that this is normal for this condition, and will recover slowly over time. Of course we also outline the next phase of treatment, and rehabilitation exercises or lifestyle modifications they need to perform and agree on the treatment frequency until the next re-examination. The patient signs the ongoing care form, consenting to further treatment and everyone is happy. I feel that this is vital not only for professional conduct, but for a patient who is paying for your services. I think they need milestones to see their progress so that they can justify the ongoing expense to themselves. I may be teaching you to suck eggs, but if you are not doing any of this, I feel that your patient retention figures would increase just with this formal procedure… On that note, do you monitor statistics?
[/cs_text][/cs_column][/cs_row][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][x_image type="thumbnail" src="http://mediamarketing.clinic/wp-content/uploads/2016/08/statistic-1564428_640.png" alt="" link="false" href="#" title="" target="" info="none" info_place="top" info_trigger="hover" info_content=""][/cs_column][/cs_row][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text class="cs-ta-justify"]Statistics

Chiropractors love stats, most of us have practice management software that does this for us. A mentor that helped me in my early days in practice once said:

[x_blockquote type="center"]‘If you are not monitoring what is happening in your practice, then its just a hobby’[/x_blockquote]

Harsh words I know, but it has stayed with me for my entire career as a chiropractor and now when I coach practitioners and run their online marketing. How can you justify paying me to grow your practice if we are not measuring the ROI (Return On Investment).

I have written a separate article on this topic and will include a link at the bottom of this one. It is called ‘The Three Doors To Your Practice’. I feel it is must read for anyone serious about growing their practice. Most of us only focus on ONE door, the front door.. where New Patients/clients enter, but leave the other two doors wide open.

For this article, Iet us focus on that front door. The Front Door is all about New Patients/Clients coming to your practice. Again, this is another area where I feel that chiropractors are doing it right.
[/cs_text][/cs_column][/cs_row][cs_row inner_container="true" marginless_columns="false" style="margin: 0px auto;padding: 0px;"][cs_column fade="false" fade_animation="in" fade_animation_offset="45px" fade_duration="750" type="1/1" style="padding: 0px;"][cs_text class="cs-ta-justify"]New Patients

Of course referral is the holy grail source of new patients. I have worked with many practices over the years that have managed to create a 100% referral based practice, with New Patients having on average a three week wait for an initial consultation appointment. They do wait, they trust the person that referred them, they do not want to go anywhere else! This takes time to create, its a long-term nurturing process, and your whole team need to be on board, referral is not all on the practitioners shoulders.

Until you reach that place, then you will need to look for ways to attract new patients into your practice. Here are a few ways that chiropractors keep a consistent number of new patients in their practice book. The top practices will incorporate all of these procedures, and many more.

INTERNAL MARKETING

[x_blockquote type="center"]‘Your Team is your biggest asset; invest in it’[/x_blockquote]

Referral: What can you do inside your practice to promote referral. Referral is not a passive process, it needs to be nurtured and welcomed. The most vital part of this process is You and Your Staff. Without a cohesive approach, all the brochures in the world are pointless. Train your staff, role-play how they can bring up referrals to patients in reception. Mrs Jones is talking about her pregnant niece and you specialise in obstetric care. Did Mrs Jones know that? Get the front desk talking to her, bring her the pregnancy brochure and talk to Mrs Jones, Maybe also include a half price consultation voucher for her niece. If the front desk is clever they will ask her nieces name and write that on the voucher so it is personalised. The front desk will also include the pregnant lady’s name on the prospect sheet with a link to Mrs Jones. This sheet will be looked at regularly and brought up the next time Mrs Jones comes in, to ask how her niece is. No need to mention the consultation this time, just ask how she is doing and let Mrs Jones talk; she will fill in the blanks and feel like your practice really cares!

I cannot stress the important of your team, they are your biggest internal referral asset. Spend time, energy and money on your team. Then the tips below will bare far more fruit, and are just resources for you and your team to use as you see fit.

Brochure rack: I’m sure you have a rack full of brochures, is each one stamped with your contact details? Make sure your team keep their ears open for opportunities to talk with a patient, educate them about what you do or offer a referral voucher. Your team will feel more fulfilled, especially if you incentivise them on referrals.

Gift of Health: To be given out as a voucher as explained above with the pregnant niece, or for example at Christmas or on a patients birthday, and any other time you feel is appropriate. Yes this loses you money, but if you know your stats from above, you know the average total ‘value’ of a patient. You will also know how much it costs to acquire that patient, say through google adwords, and consider that offering Mr X a free consultation is worth your time. NB. This is a suggestion, please make your own mind up for each of these tips.

Focus events: World spine day, Children’s backpack week, Asthma awareness week, sporting events.. There are so many events for you to run awareness within your practice and to get active in your local community. Have a regular focus in your practice, educate your clients; and change the theme regularly. Sometimes make it serious and informative, other times light hearted.. Many Chiropractors have a Valen-spines day promotion; its great fun. You can steal that one, I don't think its trademarked.

Charity events: Organise or participate in local charity events, raise your practice profile. I would also combine this with something internal to engage your current patients. For example, at Christmas time I would run a canned goods appeal. I would offer patients to come in for an additional visit to their regular schedule on a special shift, say Christmas eve or a sunday. The cost of this additional session is one bag of canned or dried goods. We then box all the foods up like hampers and take them to a homeless shelter or food bank for Christmas. We do the same at Easter: Easter Eggs for the children's ward @ the local hospital. Chat to you local charities and get creative.

Testimonials: Reviews are vital in our current world, nothing more-so than in our industry. Each time you have a positive experience with a patient, or perhaps they score very highly on their re-examination form. Ask them for a referral, take a photo or even a video (ask for permission & make sure you get them to sign something, it can be added to the bottom of your review forms so its all done together). Even better, ask them to write you a glowing online review, such as a google or Facebook review. Seize the time that they are really happy with their progress; or even better, have your team do it all.

[x_custom_headline type="left" level="h1" looks_like="h4"]Other examples of internal referral magnets are:[/x_custom_headline]

Regular Workshops & Talks: Free to patients and guests. Put the workshops on EventBrite and promote them on Facebook, charge members of the public $10. Make your practice members and their guests feel special.

Educational TV in reception: You can create your own presentation, or buy a ready-made one. There are many in Chiropractic, I'm sure your profession has the same.

[x_custom_headline type="center" level="h1" looks_like="h4"]EXTERNAL & ONLINE MARKETING[/x_custom_headline]

Newspaper ads: A favourite for many years with chiropractors, particularly the advertorials. I feel that the Return On Investment is diminishing for newspaper adverts but it's still worth considering, especially in Geographically isolated areas with a good catchment. Online marketing gives instant feedback and is ultra targetable. Unless you live in a close-knit community and can engage people consistently then newspaper ads may just be too costly to pay and wait! We need to be clever with our advertising dollars…Marketing for the year we live in!

Screenings: Still beneficial, but make sure what your offer is interesting and engaging. Also make sure you have a way to book people in for a consultation THERE & THEN. You do not have the ‘branding’ budget of Nike… so handing out brochures is pointless. Have a free spine check, or chat with the doctor sessions; with a call to action to book an initial consultation TODAY. Chiropractors are good at this, but screenings have been overused, so if you choose to send a team out screening, pick your location wisely. Outside a supermarket as people walk to their car with a trolley full of frozen food that they need to get home is not the best use of your time and funds.

Corporate events: Great if you can get them, and the best source of leverage is your current clients. Cold calling businesses can be a very demoralising thing: best to start with a warm lead and get a patient to introduce you or mention you to HR otherwise it is a very fruitless tree. Get your team focused on gathering corporate contacts, chat with patients when you are running behind, do they know the HR director in their company? Because we offer free spinal health classes to local businesses!

Social Media: If done right, it works. You cannot just constantly ask for New Patients. It is the opposite of an advert. There is a famous book in social media called ‘Jab, Jab, Jab… Right hook’. With the right hook being a call to action - call us now for a 50% discount on your first visit. Up to that point the jabs need to be 'Giving' to the reader - pictures, free downloads, links, information, articles & generally showing them how nice & trustworthy you are. Unfortunately, this is mostly done by the practice owner or a receptionist between patients. The odd Facebook post or tweet, a funny photo of cats and a request for new patients: to a list of people who are already your patients. If done badly, without a strategic plan, it’s a waste of time!

Blog/Content Marketing: Vital if you want to become the leader in your community. Unfortunately it requires a LOT of time, and you cannot delegate this to your receptionist, it needs to be written by a practitioner. Even then, once you have written an article, it doesn't mean it is any good to increase your web presence. It needs to be Search Engine Optimised (SEO), put on social media et;, and not some auto-post software, but a crafted post. It needs to be sent out to a targeted audience of your ‘ideal patients’ and this takes time. Far more than most practitioners have! This article is nearly 4000 words, almost half a degree dissertation; it was written by a practitioner, edited by our SEO team and again by the Chief editor before it was posted and then handed over to our social team.

SEO Search Engine Optimisation: A buzz phrase at the moment, but incorporates many secret tactics that only the magic circle know. The aim is to increase your web presence and get the coveted number one spot in google, which in turn ‘hopefully’ increases your web traffic, and makes your phone ring! Most companies know that SEO is a mystery to most people so can do whatever they want for their money. The number one goal is for your phone to ring, if it doesn’t; its not a good investment.

Google Adwords PPC: Paying for adverts in Google which show above the natural listings that you are trying to get to the number one spot in your SEO campaign above. Targeted adverts for certain keywords. Keywords need to be reverse engineered to focus on what people are looking for, not what you are! For example ‘physical therapist New York’ is a keyword. However its probably very competitive and you would pay a lot for every person that clicks on your advert. How about making up 30-40 different adverts for the conditions that you work on, and Geo-tagging the location to within a certain radius of your office. That way, when someone who lives near your office types in ‘shoulder and neck pain treatment’ your advert SPEAKS to them directly. Google Adwords is another online service reserved for the magic circle, and clinics spend thousands of dollars a year NOT getting results. Make sure you pay an expert to setup your campaigns, let them monitor and tweak them until you start seeing results. You may then be able to manage it yourself, although if its affordable and your phone is ringing; keep doing what works!

This was a whistle stop tour, with SO much more to share with you.

If you have any specific questions, email us directly.
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