Why Grassroots Marketing is So Important For Building Your Practice

When I say "grassroots marketing" to most people, they think I'm referring to advertising or public relations or other forms of traditional marketing.

But true grassroots marketing is all about getting involved in local, community- based events and philanthropic activities in your area. It could be anything from the local chili cook-off or a walk to support breast cancer research to a local charity that supports children's sports.

Often times chiropractors or their staff aren't as involved in the community as they should be. As a result, their patients don't have warm feelings for the doctor or the clinic. They don't feel any real connection to the clinic and staff. So they don't come in as often as they should. Or they don't refer their friends and relatives to the clinic as much as they could. Thus, fewer new patients walk in the door.

But local, community-based grassroots marketing is a great way to change all this. Running an event that raises money for the local children's sports teams is one example. It promotes your practice, and because you're doing something good for the community, it builds goodwill. You end up getting your name in the newspaper and getting 40 new patients.

Many of these activities involve the doctor, such as public speaking. But many can also involve your staff. That's why it's so important to hire and train staff the way we do (see our special report, How to Train Your Staff to Close More Cash Services).

Participating in these types of activities requires organization. Yet some events can be quite simple, such as setting up a booth at a charitable event with a Wheel of Fortune, and giving away certificates for free services at your clinic as prizes.

You collect prospective patients' information first, before giving them a chance to spin the wheel. They get a certificate with a high perceived value, say, $50 or $100 towards the type of service they want. And you let them know you'll be calling soon to schedule their appointment.

When they come in, you give them a free consultation, discuss their needs, whether it's skin care or chiropractic care. Then you give them their free treatment with all the care and attention they would get if they'd paid full price for it.

You can't skimp on service just because it's a free prize. In fact, you may want to over-deliver. That will leave them wanting more. And they'll be sure to spread the word to their friends about what great service they received at your clinic. The next thing you know, they'll have spent $1,000 to $2,000 with you, over a period of six to 12 months.

You can truly afford to give away samples on the front end to attract many more patients who will buy from you on the back end. It's a win-win situation for everyone – the charity, your new patients, and your clinic. And a great way to attract new patients.

To learn more about how you can get involved in the community contact us at Catchfire Coaching.