The Business Hand

							By Joel E. Margolies D.C.
Where To Market:
The best demographic location of an office has residential, retail, clerical, labor, 
commercial and industrial areas to market your service. This provides an unlimited number 
of resources and potential patients. The challenge is a perfect fit between your goals and the 
goals of your community. 

Ä Residential:  In-home workshops, community clubs, apartment 
                         and subdivision clubhouses, „Aging Gracefully¾ 
                         workshops, „Welcome to the Community¾ programs, etc. 

Action Step:    Begin by asking your patients if they would welcome a Health and Wellness 
oriented program in their home. Make the concept sound upbeat and exciting. Begin by 
asking those you feel comfortable may say yes .. from there you¼ll be surprised by who 
says .. GREAT!!!

„You know Mary, the best time I have as a chiropractor is when I am telling the story of 
Life and Health.  I have the best time in a relaxed atmosphere .. many times it¼s been in a 
patient¼s home. Just like a Tupperware party, except this is a discussion about Wellness 
and Health. Your friends can ask questions and I can provide information concerning 
wellness and preventive health care. If you can gather about ten friends, I¼ll even supply 
the cake. What do you think?¾

Obviously this is asked to a select number of patients. Those that have attended your new 
patient workshop will be appreciative of your class and knowledge and be more apt to 
comply. Try it  .. you¼ll like the response  

Ä Retail: 	„Community Health Network,¾ postural screenings, health 
                           fairs, corporate alliances

Action Step:  Create an awareness of your Marketing Farm (five - ten miles around your 
office)  by driving the area and recording the various retail businesses that are there. It may 
be health food stores, health spas, sports apparel and centers, as well as large retail such as 
a K-Mart, Target etc. Be sure to log these establishments on paper. Once you have an idea 
of what is available determine how best to contact them. If you have access to a Haynes 
directory, which is available in most libraries, you can get their address and phone 
numbers. Once this is ascertained delegate a staff member to be responsible for letters, 
phone calls and meetings to establish an alliance for future screenings, workshops, health 
fairs etc. The key is follow up and knowing what to say and be prepared to provide the 
service.

Ä Clerical: 	Topical workshops such as Carpal Tunnel Syndrome, 
                        Stress Management, Fit While You Sit, Wellness, Health 
                        Fairs, Screenings


Action Step: During your next staff meeting determine who will be responsible for patient 
referrals and internal marketing. The best resource for marketing a practice is your 
established patients. Survey your patients to determine where they work, which civic and 
church organizations they attend, etc. Give them your menu of ergonomic programs that 
you can provide their employer. They can take this information to their employer and you 
can follow up with a phone call to set up the programs and dates. 

ÄÝLabor: 	 Topical workshops such as Safety at Work, Lifting Correctly, 
                         Ergonomic Evaluations, Pre-Employment Screenings, Health 
                         Fairs

Action Step: If you know your patient works at a physically challenging job, provide them 
with handouts, posters, etc. that demonstrate proper lifting, conservative stretch exercises, 
and other ergonomic tips. If you can get a head count of the number of employees doing 
similar work at the facility it may be productive to provide your patient with a number of 
these handouts so he/she can give it to their supervisor for all to benefit. This is a subtle 
way to get your foot in the door. Have these companies on your newsletter mailing list so 
that each month they are receiving worthwhile material which is cost effective for them and 
helps in their bottom line -- increased production. 

Obviously this is a mere appetizer of ways to attract new business .. patients. It all boils 
down to the number of people you meet. The list is endless and only stifled by your 
imagination and the demographics of your location. To create a successful practice takes 
skill and endurance. Once you place the idea upon the table the fun is seeing it through. 

The challenge is to group your ideas, skills, and dedication to your stated purpose and plan 
your day/week/month/year towards on-going programs for increased growth of your 
office. The end result will be active programs with your office being a beacon within your 
community. 

For further information call me at 770-491-3639, or if you wish to be on my active e-mail 
newsgroup, send a message to me at joel3639@aol.com
If you wish further information concerning scripts, surveys, and other marketing ideas 
discussed above, you can purchase a copy of my Smart Start and Chiropractic Assistant¼s 
Marketing and Public Relations Books, as well as a corresponding disc for either Windows 
or Macintosh with forms, surveys, narratives, etc., at DE, Life Bookstore, Chirostuff, or 
me.   

Good Hunting 

Dr. M