Shared by: Lawton_Howell@mail.vresp.com Welcome to this week's edition of the CEObrief eLetter In this issue of the CEObrief eLetter, you will find the next "chapter" of Masterful Marketing for Chiropractic Entrepreneurs: Your List of Patients: Used to Generate Unlimited Lifetime Patients. And, due to the holidays and many of you complained that you were unable to take advantage of the Thanksgiving $100 Discount Coupon because you were visiting families, we have decided to extend this for one more week! Yes, you can still $AVE $100.00 when you purchase one of the Business Building Resources offered last week. See below for more information on how you can take one hundred bucks off your next order! ************************************************************************ *** Your List of Patients ************************************************************************ *** Hi, and welcome to this installment of the Masterful Marketing for Chiropractic Entrepreneurs, published exclusively in the CEObrief eLetter. Two weeks ago we discussed how vital your List of Strangers were to your marketing success, and then last week we explored the value of your List of Prospex and now this week we will take a closer look at the third and final marketing list that you will use to build your business and not just grow a practice. Your List of Patients is your GOLD LIST. It is your most valuable and profitable list you have. Since these people already know, like and trust you, you should experience the least amount of resistance from this list. These are the easiest and least expensive people to market your brand of chiropractic to. You just have to ask them! Your List of Patients is your most valuable list. It's Your List for generating unlimited Lifetime Patients. It's your GOLD LIST. It should produce 30-80% of your SERVICES! This is the list where you begin making your real profit. Real profit comes from loyal and lifetime patients. It's expensive to attract and create a New Patient, that very often you won't make a profit on your first visit from that Patient. Your profit comes from lifetime patients who continue care and purchase other products and services from your office and more importantly refer others to you. In today's marketing environment it can cost 10-12 times as much to generate a New Patient as it does to generate a lifetime patient. By marketing directly to your List of Patients, you can often generate incredible response rates compared to those you get from your List of Strangers and your List of Prospex. The other terrific thing about your List of Patients is that they have the power to refer unlimited new Prospex to you. The more satisfied your Patients are with your brand of chiropractic and the more important you make them feel, the more they will share their experience with their family, friends, relatives and co-workers. In addition t using your List of Patients to generate patient loyalty and lifetime care, you can also make great use of it to increase your Patients' feelings of importance. By simply mailing them a thank you card, a birthday card or holiday greeting card, even a helpful article or a small gift of appreciation, you can solidify your relationship and their positive feelings towards you and your brand of chiropractic. That translates into more Lifetime Patients and more REFERRALS. You can also use your List of Patients to proactively generate more referrals with Referral Bonus Programs. Contact your List of Patients periodically to let them know that you appreciate their business and you are actively seeking more good Patients just like them. Let them know that you will reward them for each referral they provide. A simple discount coupon, a small gift, or even a brief Thank You note, can do wonders. (WellnessOne Member sites offer WellPoints which can be redeemed for wide range of products and services) Very often, we talk with chiropractors who don't really understand the value of their List of Patients. We even meet some who don't have a simple to use list of patients at all, due to computer system limitations. You have the information, but, you need to be able to access it easily in order to take advantage of your List of Patients. With the right technology, you can contact your Patients to generate good will, new appointments or referrals. Without consistent and repetitive contact with your Patients, they will begin to feel that you do not value their business. When you neglect your Patients, they can be easily lured onto your competitor's List of Patients. Now, you do not want that, do you? Once a competitor has lured one of your Patients onto their List of Patients, there's a good chance you've lost them forever. You've also lost the cumulative value of their Lifetime Value to your business. Back-End Marketing Since it costs so much to bring in a new Patient, very often there is little or no profit on the first few visits. The profit comes in with the lifetime patient care protocol of loyal Patients. These Lifetime Care Patients who come in regularly for maintenance adjustments or purchases of other products and services offered in your office are called Back-End sales; the repeat sales that come in again and again. These repeat, Back-End sales multiply your growth and profit exponentially. This is ultimately how unlimited wealth is generated. If your business model is to market your brand of chiropractic "one-time" to a new Patient, with no thought to marketing that new Patient more products and services in the future, you will have a very difficult time succeeding. One of our WellnessOne Members puts it this way, "Every time I see a Patient in one of my sites, I see $50,000 printed across their foreheads. That's how much my average Lifetime Patient will contribute to the business over their lifetime as my Patient. You can bet I treat each and every one of them like gold!" Your List of Patients is truly your GOLD LIST. It's like the goose that lays golden eggs; unlimited golden eggs. Don't every spend another penny on your marketing without having a clear idea of which of your lists you are marketing to and the specific result you are planning to achieve. If you're running a newspaper ad, you're targeting your List of Strangers. Your goal has to be to generate New Prospex...not New Patients or Repeat Sales. The same would be true if you are doing direct mail to a mailing list you purchase, i.e., new residents. This is a List of Strangers and you would be trying to generate New Prospex. However, if you were doing a direct mailing to the Prospex on your List of Prospex, your goal should be to generate New Patients, not New Prospex or Repeat Sales. How can you generate a Lifetime Patient from someone who has never received an adjustment from you before? If you are calling your List of Patients, with a special offer on a new product or service, your goal is to generate Repeat Sales...not New Prospex or New Patients. Does all of this sound obvious to you? Does it sound basic? If it does, then you are well ahead in the marketing game, because this is not the way most chiropractors approach their marketing. They approach it in a haphazard, convoluted manner in which the wrong offers are sent to the wrong lists resulting in wasted time, energy and money. They most often try to generate New Patients from their List of Strangers. They very often don't have a List of Prospex in order to generate New Patients. And they rarely contact their List of Patients to generate unlimited Lifetime Patients. Next week, we'll talk about how to maximize your results from each of your marketing lists. You'll do that with your OFFERS. Lawton W. Howell, Sr. ceo@wellnessone.net Call me toll free at: 877 WELNES1 P.S. The $100 Discount Coupon Code is: Thank You Enter this when you order any of the following items and you will get an immediate $100.00 discount. 1. CEO Membership Site Start-Up Program 2. The ChiroMarketing System Collection 3. The CEO Ultimate 100 Patient Marketing System 4. The CEO Word-of-Mouth Marketing System By the way....you need to act quickly to take advantage of this special $100.00 discount. Offer expires for REAL on December 6, 2004. Just click the link below to visit and decide which of these four programs you want for your business and take $100 off! Remember: When you order one of the items above, just enter the discount coupon code words: Thank You, when requested and you will get an immediate $100.00 taken off your order! Use Your Discount of $100.00: Click Here Now! ************************************************************************ *** ************************************************************************ *** When you use your three vital lists to build your business and not just grow a practice, you are closer to becoming a marketing guru in your marketplace. Next week, we will examine Your Offer and how to match your offer to your lists in order to maximize the effectiveness of your marketing efforts. And, don't forget to take advantage of the special $100 Discount Coupon. Use it or lose it! Your CEObrief T.E.A.M. ceo@wellnessone.net ________________________________