Q:

Hi doc,

With the new school year approaching, I thought it
might be wise to start making contacts with the
schools in my area. I am wondering what would be the
best way to approach the school....for Career
days?...for sports? (the high school team here is the
SINGLE largest attraction in the town ..like most small
towns)...Is there an angle that can be taken so I do
not come off as only marketing my practice? Who would
be the best person to go through for
this...principal...vice principal...etc?

A:

Thanks for the e-mail. The best approach is to outline a specific 
program for the people or area you wish to approach. Once you 
outline what you expect to say .. what you intend to provide .. then 
you can gera it to who you wish to speak to. Let's use your example 
about the schools. Okay .. who are there. besides the students there 
are staff and teachers and maintenance crews. Each component 
deserves your attention and may offer extra benefits long term. 

For students you can offer a health and wellness class discussing 
postural/spinal health. You can also discuss anatomy with the focus 
on biomechanics. You can approach the guidance counselors and 
discuss offering your time during a career day or talk to the 
graduating classes about chiropractic .. be sure to get some material 
from your alumni school or your state association and ICA/ACA. They 
usually can provide you a slew of stuff. Be aware that is you meet 
with people with material in hand they are more apt to work with 
you.

The approach can be a letter campaign first with phone calls after. 
Call the school and get the name and address of the counselors and 
program directors .. including sport coaches. Besides being a team 
doctor you can also provide a one time or progressive times class on 
spinal safety and biomechanics and stretching. 

If no one approached the sports team coaches before you may be 
okay. If they have been approached in the past it all depends if the 
prior DC screwed things up or not. Rather than marketing .. as you 
mentioned .. let them know that you are scheduling your Fall and 
Winter programs as part of your Community Outreach Program. You 
have these specific days open for workshops and whatever you plan 
to do or call it. You hope to include them as well and would like to 
send material (that's why you need to be prepared prior to calling or 
writing them) to them or meet them to discuss this.

I am not sure what is on my webpage but an hour or so browsing 
through the Cyberconsulting or Practice Tips areas may help you 
with further ideas.

Have a Great Day

Dr. M