In this episode, I go back to one of the original ideas behind Rocket Chiro and what used to be Black Sheep DC: relationship marketing.
This topic has been near and dear to me for a long time, and I wanted to revisit it because I think it is especially relevant heading into a new year. A lot of chiropractors are either just getting started, feeling stuck, or reflecting on why their practice does not feel as stable as they want it to be. In my experience, a big part of that comes down to how you think about marketing and growth.
Specifically, are you trying to build relationships, or are you just trying to make sales?
Why Chiropractic Is a Relationship Business
Chiropractic is not a big-ticket, one-time-sale business like real estate or high-end sales. We do not make our money from a single transaction. Chiropractic works much more like a restaurant.
Restaurants succeed because they have repeat customers over a long period of time. Some people come in all the time. Some come occasionally. Some only come for special occasions. But when they want that type of food, they go back to the same place.
Chiropractic works the same way. If someone comes in, finishes a care plan, and never comes back, that is not a success. That is a broken relationship.
The Goal Most Chiropractors Get Wrong
I talk through three different goals chiropractors tend to have.
The wrong goal is simply "I want new patients."
A better goal is "I want new patients who are a good fit for my practice."
The best goal is "I want new patients who are a good fit for my practice and who always come to me when they need a chiropractor."
That last goal changes everything. It changes how you onboard patients, how you make recommendations, how you follow up, and how you market.
Retention Is Not PVA
One of my long-standing soapboxes is that real retention is not a PVA number.
Real retention is not about how many visits someone averages during a care plan. Real retention is about maintaining the doctor patient relationship over time.
Dating for Marriage vs Dating for Sex
How a Relationship Mindset Changes Your Practice
Relationship Marketing and SEO
The Big Takeaway