From: Dr. Margolies

Public Relations & Office Growth

The best way to increase awareness of your office is through an alliance .. networking. 
Getting together with a local health spa .. health food store .. retail outlet .. or whatever is 
just the beginning ... this is merging all our efforts together. The name of the game in retail 
is increased business. The same holds true for us .. we need to expand by exploring 
beyond our office walls. 

There are various steps to a successful network .. and the patients from it. First step is 
setting up a win-win alliance. This is covered in the Smart Start Book. Next step is to 
create awareness for yourself by prodding them along ... using their facility .. their 
employees .. their mailing lists .. their name to boost your exposure. The following step is 
a planned and well oiled program .. it may be a screening .. a workshop .. a safety walk 
through  .. or a health fair. Next .. be ready to explode .. create a void by emptying your 
file cabinets of old folders .. write letters to those that have dropped out .. open the gates to 
add new ones and they shall come .. have your staff trained to expand .. where timing may 
be crucial ..where creative booking new and established patients may take skill .. the front 
end must lead the office around .. not drag it down. Be ready to accept these new patients 
from start and finish from the survey of the new patient to the  close after the examination. 

These people, coming sight unseen to your office, must be welcomed with open arms and 
concern. They took the time to fill out their survey when you gave your talk either at their 
or your office. They took some more time and concern to literally book an appointment .. 
and they took the ultimate time to come to your office and pass the threshold. Do you really 
think this is just another day in their life? NO!!!! this is their first day and a day of 
graduation from fear and concern to answers and wellness. Be ready to support this 
concern and master your skills at communicating. Be ready to accept their typical response 
of denial „ ... there¼s nothing wrong with me.¾ why do you think they took the time to 
make these arrangements to come to you ..because „there¼s nothing wrong with them?¾ 
Maybe on the surface .. but their innate has driven them to you .. cosmic .. maybe .. but 
think of how many patients you feel fit in right here?  If you¼re anything like me ... many!


So .. this is the time to have that overdue staff meeting. If you are a staff of one ..take a 
long walk and talk to yourself. Visualize the possibility. If you had just one hit .. a win 
where 10 or 20 prospective new patients booked an appointment in your office for the 
following week. Can you handle it? Can your staff be receptive and gracious for their 
increased work .. are they ON-PURPOSE! Will this influx of new patients (not counting 
the usual calls and referrals that will add to these numbers) make or break you? Are you 
willing to see many patients per day  ... is your office geared for growth .. are you 
physically able to handle more „stress?¾ Don¼t start what you cannot handle .. focus on 
growth only when the growing will be nurtured. Never start a project without the follow 
through pieces in place. 

Staff meeting with goals in hand .. goals to assist your community with conservative 
chiropractic care. Goals that will increase your numbers because you are helping more 
people. Goals that will place you in abundance. This is the challenge for the week. Sit 
down and close your eyes and see what needs to be seen. Where are you weak .. is it 
emotionally and physically? .. too often both. Do you see weakness and holes in office 
procedures or staff production? Do you fear rejection ... having new patient¼s not accept 
what you believe to be true? Are you willing to expand beyond your comfort zone and 
reach within for more? These are the questions ..the answer rests with you .. as does your 
success. Go out there with your head high and your shoulders straight. We have a product 
that has never reached its potential. Again, if you don¼t tell them .. who will!

Dr. M