Maintain Clear Marketing Objectives 
By Larry Duboff, DC 
(lduboff@practicegear.com)

There are several ways to expand your practice through public 
speaking. The most obvious method is to directly influence people by 
delivering a dynamic presentation. A great chiropractic speech 
delivered with skill elicits emotion and motivates many listeners to 
immediately explore the benefits of your care. This is often the 
easiest and quickest way to create new patients through speaking. 

Being quickly rewarded for your marketing efforts is always a 
positive experience. However, it is not the ultimate marketing 
experience. There are three other bottom-line marketing goals to set 
your sights on. 

~ADDITIONAL SPEAKING ENGAGEMENTS 
In addition to directly attracting new patients through speaking, you 
can create new speaking opportunities from each presentation that 
you 
deliver. The concept of creating "spin offs" from each talk is similar 
to the chiropractic marketing concept of generating new patient 
referrals from your existing patients. Imagine how much time and 
money 
you will save by having your listeners provide you with qualified 
leads and direct referrals to speak at other meetings. 

~CONTACT INFORMATION 
The next important marketing objective is to collect the names, 
addresses, phone numbers and e-mail addresses of your audience 
members. Building a database of people who have heard you speak 
and 
then consistently marketing to that database, allows you to extend 
your chiropractic message beyond the platform. 

While this profitable strategy is familiar to most DCs, it is often 
overlooked or simply neglected. However, collecting contact 
information should be a permanent part of your marketing 
procedures 
when you speak. 

~TESTIMONIAL LETTERS 
The last objective is easy to achieve and will help to simplify your 
future marketing efforts. Each time you complete a chiropractic talk 
at a community organization or local business, ask for a simple 
"thank 
you for speaking to our organization" letter. A positive letter of 
reference serves as valuable marketing and positioning tool. 

For example, you can make you patients aware that you are available 
as a speaker by posting the "speaking testimonial letters" on a 
bulletin board in your reception room. This is a sure-fire way to 
create additional speaking opportunities by letting patients and 
others in your community see that you have successfully spoken to a 
variety of groups. 

ACTION STEP: Before you deliver each chiropractic talk, commit 
yourself to accomplishing the following four bottom-line marketing 
objectives-- 

~Attract new patients. 
~Create additional speaking engagements. 
~Collect contact information--collect the names, addresses, phone 
numbers and email addresses of your audience members. 
~Get a testimonial letter--a simple "thank you for speaking to our 
organization" card or letter.