Telling Your Core Story

By Frank Gordon

How you position your chiropractic practice with potential patients can make a huge difference in your acquisition of new customers. If your chiropractic practice appears to be like any other, it will be more difficult to give potential patients a reason to seek treatment from you.

One powerful way to position your chiropractic practice is to develop a core story for your practice. What is a core story? A core story includes the following components:
· Research about problems or issues your patients face. Ideally these problems or issues should be something new a potential patient might not know about;
· Discussion of various alternatives for addressing these problems or issues;
· Explanation of how to go about evaluating these alternatives to pick the best solution to address the problems or issues; and,
· Demonstration/explanation about why your chiropractic practice is best suited to address these problems or issues.
There are many marketing advantages from developing and communicating your core story. Some of these include:
· Positioning yourself and your practice as the ultimate expert in the problem or issue being addressed;
· Enhance the image you will have with your existing patients so they will remain a loyal patient and will refer you to others;
· Creating a strategy and approach that your competition cannot counter;
· Attract patients from other chiropractors in the area to you;
· Provide a consistent and never ending stream of new patients to your chiropractic practice; and,
· Assist in compelling potential patients to sign up with your practice more quickly.
Basic steps in developing your own core story include:
1. Research critical problems or issues potential patients may face. Sources of information for this research could include the Internet, chiropractic journals, and other related medical journals.
2. Develop a prioritized list of problems based on your research.
3. Obtain credible facts and research to support the list.
4. Research what can be done to address the problems identified.
5. Develop a list of sections for a presentation of the problem and potential solutions. Development of a PowerPoint presentation is a good first step in developing your material.
6. Obtain supporting photos for each of your points. Using visual images to support your points makes them more effective.
7. Develop a strategy for presenting the previous points and your solution so your chiropractic practice is the only logical solution for your patients.
8. Build a PowerPoint presentation to communicate your core story.
9. Decide how to use the PowerPoint as a way to communicate your core story. Some examples of how it can be used include:
- Self-running presentation in your patient waiting room
- As part of a speech you deliver such as at local chamber of commerce meeting
10. Create information to tell your core story in other forms such as white papers and articles.
Why not start today developing an attention-getting compelling core story about your practice that will motivate potential patients to seek treatment from you.

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