You're about to see how to overcome the November, December and January objections, and make out like a "Holiday-Time Practice-Growth Bandit."
New patients during holiday season? Have I already overdone the eggnog?
No to the eggnog, and yes to the new patients. The truth is, the holidays are a premium time for you to market, because other chiropractors are not! This means lots of unclaimed new patient opportunities... and by following my below tips, they'll be yours for the taking.
Plus, when chiropractors hold off on marketing efforts during these few months, then smack... mid-winter, they're really feeling that "I need new patients" pressure.
What's The Best Kind Of Holiday-Time Marketing Method?
Conducting health presentations within your community is THE answer, because only this marketing method gives you a face-to-face opportunity to dispel the typical holiday (and any other) objections.
Before I give you some solutions... I know what you're thinking. "Everybody will be distracted, thinking about their shopping. This will never work."
Seems logical on the surface, but in truth this is incorrect!
People want the holidays, and the transition into New Year's Resolutions, to go off without a hitch. They've been planning their vacation for months, have invested money, will be seeing friends and family whom they rarely see, and are motivated for their impending diet. Low back pain that they may have tolerated on a "normal" day is now of utmost importance, as in "My ski trip will be ruined if my back doesn't feel better!"
And of course, the last thing someone needs during the stress of holiday shopping, is a headache that won't let up. You've heard it before: "Ugh, I have such a headache, I wish I didn't have to go shopping!"
This is a time when people want relief. They'll soak up your stress-reduction tips, and will thank you for your help.
3 Lay Lecture Closing Tips If They Say "I Can't Afford It"
Every lay lecture close should contain some type of new patient offer for your audience. For this time of year, try these ideas:
1. Give your audience a special holiday-time new patient incentive, that will save them either time or money with their shopping. Yes, this will cost you a portion of your patient's fee, but you'll make up for it as the patient continues care.
For instance, all people who schedule their first appointment before X date will receive a giftcard to one of three stores of their choice. Leave the giftcard blank, so they can use it themselves, or they can give to someone else.
Or, offer everyone a complimentary massage (with your own therapist, or one to whom you refer) when they schedule before Christmas. Give them the choice of using it for themselves, or giving it to someone as a present.
2. Offer your audience a holiday-time only new patient payment plan. Make sure to collect post-dated checks, or get a credit card number, and make sure the new patient signs an agreement.
3. Make sure your audience members understand the value of starting care right now! Remind your audience of the above concept: continued stress or physical pain means they will have wasted money on their cruise, their New Year's date will be a bottle of Tylenol, or their New Year's Resolution exercise regime will be spoiled.
3 Lay Lecture Closing Tips If They Say "I Have No Time"
No surprise that lack of time is the other common holiday-time objection. Try these 3 solutions:
1. Choose a few days of the week to extend your hours, or to open at odd times, so you can accommodate "the shoppers." If stores in your area open at 8am, try opening your office for a day or two at 6am. Choose a day or two to stay open until 9pm, or open on a Sunday. Advertise these hours on your lay lecture handouts, in big bold letters.
2. For some people, it's not that they can't find a day to come in; rather, they're afraid that no matter when they come, it will take too long. To solve this, give them a special "I Value Your Time" Guarantee: Promise they won't wait more than 5 minutes upon arrival, and that their appointment will be under 30 minutes. Of course, make sure this happens! To save time, you may want to mail your intake forms, for the new patient to complete prior to the appointment.
3. If they don't schedule until later in January, don't assume they're just putting you off. But make sure they don't forget: add them to your Holiday Card and New Year's mailings, so you stay fresh in their minds, and give them an appointment reminder call.
Who Will Want Me?
But wait... isn't everyone busy with holiday parties? What business or group will fit me in for a health class?
The truth is, there are indeed certain businesses and groups that will welcome you, because they must educate their employees year-round. The last thing they want is the added stress of finding guest speakers, so you'll be saving them effort! There are also places that will welcome you to join their holiday event, because you'll freshen up their usual gig.
Other locations will be glad you contacted them, and will ask you to come in Spring, but this delay is no reason for frustration... it's a big win. As the "Get Past The Gatekeeper Specialist"- scheduling fellow chiropractors onto speaking calendars throughout their communities, so they can use their lay lecture as a practice-growth tool- I've seen time and time again the enormous advantage of entering the New Year already knowing you've got speaking events locked in. The alternative? Entering the New Year, depending upon an early year new patient rush that never quite happens (sorry Doc, it's "too snowy" to drive, etc). Thanks, but no thanks!
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