Most of the moms in chiropractic that I talk with either feel completely overwhelmed with all that they’re doing to grow their practice or completely underwhelmed because they aren’t even sure where to start.
If you’re like many, you’ve never had a clear plan or focused strategy for growth. You’ve simple been growing by what seems to be luck.
Don’t get me wrong; “luck” is AWESOME.
“Luck” is actually code for: people can sense that you’re kind, caring and genuine and your practice has grown through passive referrals and seemingly by the Universe returning all of the energy you’ve expended doing you’re-not-sure-what-exactly.
There are messages everywhere we turn within our profession and in society in general (can you spell Gary Vay-ner-chuk?) telling us that we should work harder and hustle more.
It’s possible that maybe you could use a little more hustle.
But from my experience, us Mama Chiropractors can hustle like no other. We’ve got the fine art of doing #allthethings DOWN. And we multitask from the moment our eyes open until our head hits the pillow at night.
The truth is, if we want to grow our practice so that we can serve more people and earn incomes that support our families (or at the very least, pays off the student loan debt), luck alone is not enough.
But working longer hours away from our families can be a fast track to burning out. "Working harder" is NOT the missing ingredient.
To create the change in the world we dream of, one of the most important ingredients we do need is SUPPORT.
Yes, SUPPORT. For you to continue to support more and more people through chiropractic care, nutrition, acupuncture, etc. YOU have got to have your own strong support team.
There are likely several people in your life that support you already:
maybe your children (depending on their ages and abilities),
your former classmates,
hopefully your office staff,
your online community,
your coach/consultant/management company.
But I’m going to pose to you today a medium for support that you may have never considered until now:
I know it may sound strange that I’m suggesting that your patients should/could/would help support you in growing your practice. But listen, if they love the care you provide and want to continue to have you as their chiropractor, then they WILL support your practice. Happily.
When you ask for the support you need (and deserve) with a clear purpose.
Let me ask you this… When was the last time you said to a patient, “I’d really like to grow my practice so that I can help more people in our community live healthier lives. Are you willing to help me do that?”
If your answer to that question was “Never… I’ve never asked that,” then cool.
This blog post is for YOU.
And if you read that question and thought “Never! Ewww. Yuck. I couldn’t!” you’ve got some work to do to grow yourself to then grow your practice.
And that’s great.
Because otherwise reading this would be a waste of your very precious time.
So again, keep reading.
Here’s the bottom line: your practice isn’t about you. Yes, yes, I know you’re the doctor and you provide the patient care and you collect the revenue. But in the grand scheme of life, your practice is about your community. It’s about the movement you’re creating in your neighborhood. It’s about other people’s lives being changed by what you do.
Have you ever seen a video while scrolling through your newsfeed that was about these two chicks who designed period panties that give women more freedom and reduce the health risks associated with feminine product use? They described the WHY behind what they do so well that before you even had a second thought, you were simultaneously tearing up AND convinced that you wanted… No, NEEDED to buy their panties?
That, my dear, is called marketing.
They’ve sold you their product by sharing with you the change that it’s making in your community (even if your “community” is women who want change, anywhere around the world).
Your patients are one of your best allies. Who better understands the benefits and results of the services you provide? Who better understands the difference that your business is making in the lives of people in your neighborhood?
The funny thing about this, though, is that while your patients may be totally willing to help you grow your practice (and if you think they’re not, let me ask you this: how can you know without asking them?) they may not necessarily assume that you want their help.
Only after you ask for their help will they know you want it.
So here are three ways that you can receive support from your current ideal patients to attract even more of your ideal patients.
I mentioned referrals earlier in this post. Did you notice the word that came right before “referrals”? It was “passive.”
Passive referrals may happen when someone complains to a friend about how much her low back has been hurting since she’s been pregnant, and that friend just happens to be a patient of yours who also had low back pain while she was pregnant that you helped her with greatly. It’s an easy and obvious point in time when an existing patient will say “you really should go see my chiropractor!” That’s a passive referral.
We make the process of receiving referrals an active one when we proactively and strategically ASK for them!
Think about it from the same perspective you think about injury rehab. Which creates more strength and stability in the spine? Passive modalities or active modalities?
Along those lines, having a system of asking for referrals will strengthen your process of receiving them. You'll stop hoping and praying for referrals to happen and start implementing steps to influence the outcome.
Few things speak louder than social proof. Of course, you could talk more often about how great you are at changing people’s lives. But people will believe it more when they hear it from someone other than you!
There’s a variety of ways that you can share testimonials today. Pick a strategy, implement it, and consistently ASK your patients to take part.
What’s the first thing you do when you have a question? Well, if you’re like me…. You Google it!
Search engines are getting smarter all the time, and they want to share URLs that other people are talking about. Typically, the more reviews you have online, the better.
Sometimes patients will be moved to submit a review online on their own accord. But again you can take the process of accumulating reviews from passive to active by ASKING your people to do this.
The important thing to remember as you digest these three tips I've shared with you is that, again... this isn't about YOU.
It's about the people out there that you could be serving.
Who you're not.
Because they don't know that you can help.
Because I know that simply reading what I’ve shared here may not feel like enough for you to start implementing these tactics, I’m including links to some additional resources for you below.
For more insight on why and how to create a social movement with your business:
- Entrepreneurial Personality Type by Alex Charfen
- Pencils of Promise by Adam Braun
- Start With Why by Simon Sinek
For more insight on asking for support from others in your tribe:
- The Art of Asking: How I Learned To Stop Worrying And Let People Help by Amanda Palmer
- The Power Of Vulnerability by Brene Brown (TED Talk)
PS: I'm not an affiliate for any of the books or products mentioned in this post. I won't make money from any purchases you make. I simply share these because they've been powerful for me and I believe they can be powerful for you, too.