Dr. Joel E. Margolies .. joel3639@aol.com

CHIROPRACTIC
PUBLIC RELATIONS
&
MARKETING

End Product Of Public Relations Is New Patients

INTERNAL  & EXTERNAL MARKETING

__Patient Referrals: 

__Word of Mouth .. ask for referrals  .. who do they know .. buddies
______Provide an Honest Service
          __Strive for Results 
               __Educate .. tell the chiropractic story

 __Office Workshops: 

    __Educated Patients Follow Their Care Schedule
_________Educated Patients Refer Friends and Family
            __Educated Patients Remain For Supportive Care
_______________Educated Patients Assist in Office Marketing and PR

__Mailings and Written Material: 
__Newsletters .. patient homes .. e-mail .. office
______Flyers .. educational handouts .. promotional series
        __Community Programs .. health fairs .. screenings .. charity 
            __Ergonomic & Safety Issues .. database and contact

___Recall and Reactivation: 
___Create a Reactivation Program ..  contact patients every 6-12 months
_______Create an Active Recall System .. missed appointments are called
         __ Maintain your present practice .. stop the bleeding
___Professional Alliances:
__Healthcare Providers .. PCP .. Specialists .. Physical Therapists
______Attorneys .. paralegals .. workshops
        __Spa and Health Food Stores .. health fairs .. screenings 

___Special Events:
__Seasonal Promotions .. holidays .. special events .. themes
______Patient and Community Appreciation  Days
        __Fundraising  .. charity drive 


__Advertising: 
__Yellow Pages .. dependent on location .. key information included
______Media .. newspaper .. shopper papers .. coupons .. flyers  
        __Welcome Wagon .. community marketing .. educate
            __Telemarketing .. sensitive .. professional .. data gathering

__Office and Community Surveys: 
__Ask Patients .. determine pulse of patients .. interests .. who they know
______Ask Community .. door to door .. corporate .. mom and pop shops  
         __Gather Data .. workshops .. screenings .. safety programs 
             __Interests .. church/civic programs .. health fairs .. social events 

__Follow Through: 
__Create a Data Bank .. labels for newsletters and programs 
______Establish Community Interest .. workshops and screenings
___________Telephone Campaign .. follow up phone calls .. set aside time
                __Responsible Staff Member  .. PR .. cross train .. timeline

__Hit the Target!
__ Overview past and present projects
______ Overview future goals
_________ Script and practice methods to obtain results
____________ Create in-office and community programs 
________________ Follow through with potential patients
 

Drive Within Your Marketing Area

Four Areas Of Community Demographics

RETAIL .. RESIDENTIAL .. CLERICAL .. LABOR

_ Church Bazaars and Fund Raisers 
   _ Men and Women¼s associations
     _ Garden clubs 
       _ Civic organizations have special events open to the public. 
         _ Labor organizations and Veteran groups  
           _ Flea Markets  .. if the demographics support this
              _  Sports Centers .. Spas and Fitness centers
                 _ Bowling leagues .. set up a table during league nights
                   _ Tennis and Soccer Leagues
                      _ Gymnastic .. Dance .. Karate studios
                        _ Health Fair With Other Health Professionals




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