Developing a Give2Get Marketing Plan

First, let’s take a look at why you need a marketing plan to grow your practice.

If you fail to plan, you’re planning to fail, or at the very least fail to accomplish your desired outcome. I’m positive you have heard this expression before. Most Chiropreneurs would rather sidestep the planning phase and just jump right in and start spending their hard-earned money. Bad move. Very bad move!

Marketing your brand of chiropractic is not something you should be doing in a haphazard, inconsistent manner.

Often I’ll ask a Chiropreneur what they want to achieve with their marketing. Often the response: “I really don’t know,” or “Increase my new patient production.”

Imagine if they were getting ready to go on a vacation but hadn’t stopped to decide “where” they were going. How would they know what to pack? How would they know what kind of transportation would be needed? How would they know how to start? How would they know what direction to go in, or if they were making any progress? They wouldn’t!

In fact, most Chiropreneurs spend more time “planning” their vacations than they do planning their business!

Or, suppose you were a farmer who didn’t know what kind of crop you wanted. How would you know what seeds to plant? What kind of fertilizer to use? You get the idea.

You must FIRST decide exactly what you want to achieve, and then you need to develop an effective plan for achieving it.

It’s no different with your marketing. You must know where you want to go, if you want your marketing to help get you there. It’s so much easier to get someplace once you know where that someplace is and you have a “map” to guide you and keep you on track.

Once you have decided on your destination ( $1,000,000 in collections, 40 New Patients per Month Average, PVA of 40, and Average Visit Income of $50.00, etc.) then you just have to make a plan of how to reach that destination.

If you know where you are going, what the target is, and you have a plan to support your vision, you’ve given yourself an excellent chance for success.

A Marketing Plan is Not a Picture…

It’s a Puzzle

Many Chiropreneurs have an enormous misconception about marketing plans. They’ll say something like, “Can you help me create a marketing plan? I need it by the end of this month.”

They honestly believe that a marketing plan is something that they can put together and then merely follow it and success will be there. It doesn’t work that way.

A marketing plan is not a permanent picture that is created in one sitting. It’s a living, evolving “puzzle” made from matching pieces that are only discovered through “trial and results” over time.

Sure, someone with experience can lead you in the right direction, and make recommendations of things for you to test. But they can’t predict exactly how your particular plan will evolve. Or the results you can expect to receive.

To develop your plan to generate Prospex from your List of Strangers, you have an unlimited number of marketing tactics available to you. You could base your plan on the least expensive tactics by giving talks to Prospex groups, writing articles for your local publications or columns, submitting Media Releases or giving interviews on local or national media.

Or you may elect to focus on building a referral network, or marketing alliances with other like-minded entrepreneurs in your marketplace. Another Chiropreneur may not want to use those tactics and may elect to test low-cost media ads, free-standing inserts, and small mailings directed to his/her target group.

Each Chiropreneur selects the marketing strategies and tactics he or she feels most comfortable with in relation to his/her time, energy, budget and personality. No one else can predict or tell you which is right for you.

One Chiropreneur may have a vision of building his business to a $1,000,000, while another wouldn’t dream of growing beyond $500,000. Each calls for a different marketing plan.

Whichever tactics any of these Chiropreneurs choose, they will be “testing” them to determine if they are appropriate and effective for reaching their particular Prospex. They must then test their Prospex Generating Offers with those tactics until they find a match.

When you know that you have the right strategy and tactics, then it is just a matter of testing your offers to those Prospex. If you test one and it doesn’t work, you try another, and another until you get the results you want.

That’s how puzzles and successful marketing plans evolve. As you grow and as your marketplace changes, your plan must change. You will be continually looking for new opportunities and you’ll have to test your marketing tactics to find the right ones to achieve the highest levels of success.