Most Doctors think the most important factor to creating a practice that have patients that refer is RESULTS.
Many think that if they get their patients better… they will stay and refer in all their family members and friends.
While it is of utmost importance that you give your patients the best possible care and get them “better” (better is relative – so be careful here!) that is not what causes a lot of patients to stick with you and refer in large numbers.
I’m sure you are a good and caring doctor. And I’m sure you help most of the patients that walk into your office. Chiropractic is very powerful and work wonders. So the question is…
Why Do So Many Chiropractors
Still Struggle?
If you want patients to stay with you and refer, you need to build strong emotional bonds with them.
In Dr. Robert Cialdini’s great book, “Influence: The Psychology of Persuasion” he has an entire chapter on “liking.”
The name of the Chapter is: Liking: The Friendly Thief.
Cialdini explains in this chapter just how powerful getting someone to like you is. And anything that is powerful can be used for either good or bad.
Once again I will refer back to the story that started this letter. I’m sure after reading it you “liked” Boo-Boo.
And I’m sure you “liked” my member that saved him from his miserable life and then pneumonia.
And I’m sure you “liked” me for telling you the story because it shows how I feel about the whole situation. At least I hope you like me J
Point is: If you like someone you are more likely to believe them. Trust them. Do business with them. Honor their requests.
It’s funny (and kinda sad): Members often tell me they cannot get testimonials from patients or referrals even though the helped them. Even after they flat out ask them for testimonials and referrals.
The answer to this is simple: If you asked your best friend to write you a testimonial… would he do it?
If you asked your best friend to help your business and refer… would he?
If you asked him to help you move – even though everyone hated to help someone move… would he do it?
If he likes you – of course he (or she) will.
If your patients are not staying, giving you testimonials and referring even after you help them – something is off. They do not like something about you or your office and you must find out what.
And you must do things to create emotional bonds with them. Communication is the key here. Communication when they come in your office… AND… communication outside of your office.
Watching your back,
Ben
Ps. Congruent with this post… I’d like to give you a gift ; )
It’s one of my proven effective marketing campaigns. I just shot a new little presentation video for it, where you can recieve it free: Starfish Letter
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