Dr. James R. Fedich, DC Chiropractor, Coach, Speaker, & Podcast Host

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Every Door Direct Mail

Tuesday, June 30, 2015

This is a great program by the USPS! Aren't you surprised i said that! I am not a fan of the postal service in general, but direct mail is still a way to go, and this is a great program for many doc. Its a great way to canvas your area. Here are the basics of the program.

  1. You select carrier routes. Your not mailing to individual address and names, your mailing a route. These are designated by USPS. There will be several to many routes within a zip code. This way you can select within a zip. This is helpful. Sometimes a zip is too large an area for you practice, or too many names. A zip code can have 30,000 names and you don’t want to spend that kind of money. Also, some areas have a wide zip map, or tall, thus only part of the zip comes near your office.
  2. You select the pre-approved sizes. They are mostly postcard sizes. I personally like the 6 by 9 size. It sticks out because it is bigger then a regular postcard. Some people have had luck getting even bigger sizes. I would start with a 6 by 9.
  3. Get your graphics and due up you postcard! I have had huge success with these, in fact, here is mine, the million dollar ad, i have run this as an EDDM a dozen times! http://www.milliondollarclinic.com/products/
  4. Get a good offer. I have done well with coupons on the bottom, see my example. A Free or low cost consult works well, and then selling another service you have as well. Massage has worked well for me, who doesn’t want a massage!!!
  5. Select routes. You will need to select routes. I would recommend working with a printing company. You will want to draw a radius around your office. Basically, know how many you want to send. I would start with 5000 and go to 10000. Then draw a radius around your office that hits that number. But play with the map, because you may want some areas over others. Any good printer will do this.
  6. Sort and mail. You can sort these into carrier routes if you want. I don’t recommend it. So, the reason its cheaper postage is you tell the office, these go to these 1221 houses, doesn't matter which ones to which house and here are the the 1221 for this route 3000 for this route etc. Your doing their job basically. Some people do this to save money. If your very slow, maybe go for it!
  7. Track your results! Better keep all the cards and track how it goes. I have done this every month and every quarter. People will come in when you first do it, and near the expiration date, better have one. But, some will come in months later! Its a good promotion!

Facebook Advertising

Monday, June 29, 2015

You Can advertise on Facebook TOO!!!

There is a lot of hype on social media marketing. Some of it is BS, well, a lot of it is BS, but there are some good avenues out there. Books have been written on this topic, so we cannot cover it all in a short post here. But i can give you some basics.

Facebook is the dominant social media player. IT is also the perfect fit for demographics of most doctors offices. yes, its not as hip as twitter or snapchat with 15 year old, but guess what, they don't have health problems, money or insurance. Plus the audience is smaller. For 90 percent of clinics, you only need facebook. If your in a big city, yes maybe twitter, etc. But you need a facebook page!

Methods:

  1. 1. Get a page. Make a business FAN PAGE! its very easy to do, get one of your staff to do it. Put some nice pics up, your hours, some basic info, your good to go, takes ten minutes. Make sure your location marker is in the right place. People like to check in there on facebook. Meaning they tell their friends they are at your business.
  2. Get Fans. Let your patients know your on there. Most of you have email lists, or you better, email them the link. Always include the link on your emails. Get your friends invited, your staff to invite friends, put a sign up in the office. It will grow.
  3. You can pay for likes. It is called promoting your page. In the begging, it might be worth it, to get the fans up. See if someone is checking out your practice and they see only 10 people like your page, they might not come in. Continuing to pay for likes i don’t love, you will end up spending a buck a like, it can add up, and many will never come in.
  4. Promote posts. Here is the new trick with facebook, if you post something to say 1000 fans, maybe only 80 will see it, they don’t show to everyone, bummer! so once in a while, something important, you must pay to promote it, probably 5 or 10 bucks will get it to your followers. You must do this to keep fans engaged
  5. Promote your website. This is more complicated and i wont get into here. IT works like google adwords, where you can push traffic to your website.
  6. Promote videos. You can do videos like an ad. At this point, its insanely cheap. Like pennies to promote a video. As of July 2015, its a great strategy. You need to have a commercial, testimonial, etc to promote, but its very cheap right now.

Well, i could write a book on this, and by the time i am done it will be outdated! Here is how to get started! Email me and let me know how your doing with it! DrFedich@milliondollarclinic.com


Checklist

Friday, June 26, 2015

You don’t get what you expect, you get what you inspect. I remember hearing that years ago, its been said by a million people, but its such a great line. Especially as you grow your practice. If you start small, one doctor, a few staff, its easy to an eye on everyone. However as you start growing larger, and hopefully getting some time off outside of the clinic, it becomes more difficult. As your clinic expands, and your hours get longer, you cant be there all the time its open. In fact, that is kinda the opposite point of growing it. As we got larger and added more hours, i had more free time to get out of the clinic.

If you don’t have the right team in place, this will be difficult. But, hopefully you get them, if not do it! Get the right people on the bus. But, even with the best people, they need accountability. Trust me, if they were capable of doing it all themselves with no supervision, they wouldn’t be working for you, they would be doing it on their own!

So, you need accountability systems. There are a lot of methods for this, and you can do a whole seminar on this alone. But one of the quickest easiest tools is to have staff checklists. Everyone on your team has a daily checklist, things that need to be done each day, each week, each month. Also, lines for anything that i need to know today, my win for the day and things like that. Other task should have checklists. IN our office every staff person has one and one or two others. They all need to be done and put in the bin outside my personal office at the end of the day. I don’t stay till closing, so the next morning i can review them.

You can help the staff with the checklist in the beginning, but ultimately, it is there responsibility to update their checklist for new duties and modify it over time. So, get it done! everyone needs a checklist, ASAP!

You don’t get what you expect, you get what you inspect!!


Fourth of July

Thursday, June 25, 2015

What do you do in your clinic for the fourth of July? Nothing?

You should be doing something! So, it depends on what day of the week the fourth is on. This year it is on a Saturday, which is pretty nice.

What are we doing?

We are normally open 9-7 on Fridays. However, since its the third. We will do a half day. We will be open 9-1. The stuff love being to get out a little early.

Then, on the third, we will do a BBQ for anyone coming in for a treatment that day! Since we are doing a morning shift, we will have bagels and breakfast 9-11, then BBQ 11-1. WE have done this several different ways. We have had it catered, we had the staff make the food, and bought pre-made food. Play around see whats fun! For the first time, get pizza! Its easy, fun, and inexpensive.

To promote it, we send a postcard to our active patient database. Usually about 1 year back. Include an offer or other announcement since your sending card anyway. It is always good to show up in your patients mail box. The more times the better. They should be hearing from you 14 times a year or more, but we will save that for another day!

I use vista print for an easy postcard like this, you upload the list, they have per-done designs you plug in and go from there. You cant beat the speed and price. Little tip, sign up for the pro advantage, its for graphics people etc who use it a lot. But if your doing things right, you will be too! We do our postcard mailings with them, as well as posters in office, etc. Its a good program, Vista print pro-advantage.

Anyways, so that is it! fun thing to do for the fourth of July in your clinic!


Best Pizza in Town

Wednesday, June 24, 2015

Wanna do a fun simple promotion in any clinic? We are actually doing this one in our clinic right now!

Best Pizza in Town

What you need!

Signs in office

Pizza
Award Plaque

Pick on day a week. We are doing weds afternoon. Its a medium shift, not super duper busy, not slower, right in the middle. During your weekly staff meeting. (You better be having one) pick your favorite 8 pizza places in town

Every Tuesday have a staff get a few pizzas from 2 plates, so just have pizza a go against pizza b, each week. Have plates and little coupon tokens, like the ones you get at deli counter. Make sure to get the pizza place to cut into 16 slices.

Have the patients try one slice of each, and put ticket to side they like.

At the end of 4 weeks, the one with the most tickets wins best pizza in town!!

Make them a nice plaque, saying they won best pizza in town from your office patients

They will hang it up by counter, trust me

Get a picture of them with the plaque, send to paper,

done

This will cost very little, prob a hundred bucks.

Yo get in the paper

You get your name near the counter at the best pizza place in town

Next year, they will be begging to give you free pizza for it!

Pretty good huh?

See when your practice gets bigger, spend money on patients and internal events, this promo will get people talking about you and prob get you referral.


Successful Doctors

Wednesday, June 24, 2015

There are two types of doctors who succeed in private practice. Only Two major types.

  1.  The Passionate Doctor. This is in every field, but you see it a lot in chiropractic. But it is the doctor who just absolutely loves what he or she is doing, and wants to save the world. You better like what your doing, if you don’t like it, get out. But many of us like what we are doing, but we aren’t ready to save the world. This group of docs is ready to jump in front of a speeding train for what they believe in. This cannot be taught in seminars, books, tapes CD's, you either have that passion or you don’t. Like i said, you better like the field, but the docs who are willing to die for it, go to jail, give it all up, are fewer. If you are, good for you! I really like what i do, but i never had quite the passion like that. I think many docs who don’t have that passion, think they wont be successful, that is not true.
  2. The doc who loves business. Now, doc 1, passionate about the field they are in, will usually not be passionate about the business end. Lots of docs and therapist, don’t like the business end, they end up failing, or working for someone who does. Now, the good news. YOU CAN LEARN TO LOVE THE BUSINESS END! You can read business books, study successful people, go to seminars, learn and grow, and love being in business. There are hundreds of great books, and great stories, and great seminar. Learn to love the business, the marketing, the finance, the management. All this can be learned. Some people really hate the business end. Most can learn to love it, but some will hate it no matter what. This isn’t going to be friendly, but if you don’t have the passion, and you don’t love the business, what are you doing in your field? Get out!!!

So, for most of you, you already know if your the passionate or not. If your not, good news, you can still be successful, learn to love the business end of practice! its fun and will help you more!!


Patient Appreciation Day

Tuesday, June 23, 2015

One of the best internal promotions you can do in your clinic is a patient appreciation day! These have been around forever, especially in a chiropractic office. Other specialist don’t do these as much and i would highly recommend they do! It would work great for physical therapist, acupuncturist, podiatrist and dentist. I do see dentist doing these, but every should!

Here is the run down. DO this twice a year. I have played with every month there is and we have settled on October and April. This can change by your location, demographic, etc. Summer, people are away, September is back to school, people are nuts, November, December, holidays, February march is bad weather north east area. I have tried every month just about, and those two are good in my area. Now in Arizona, you don't have to worry about bad weather in February, and you may kill it.

There are many variations of patient appreciation day. Two main methods are the one week, patient appreciation week, or one day patient appreciation day. I have done both, and i have variations of each. For this post, we will talk about the one day event

Pick a day, probably sat, when you aren't open. If you are normally open Saturday, that is fine, works well. Some people do a long day. I have found that the same number of patients come, so if you do 5 hours, or 2 you get about the same amount. I like lunch time. Playing around 10:30-1 seems to do well.

Prep about 1 month before. Send a postcard to your patient database telling them about event. Order a poster and banner from vista print announcing the event. Put the date on there, don’t be cheap and leave date off.

I also love doing a blast call for this. you upload your patient list, record a call, and call everyone at once. Its great. I use voiceshot, cheap, effective call the week of event

Have fliers you hand out for a month.

You will have free food, people love free food. I have found subs and pizza work best. one or the other or both

Get bottled water, maybe some soda

We offer free chiropractic care for existing patients, free exam for new ones. We don’t do PT, Acu, pain management, etc. Doesn’t work. Those specialties and podiatrist, etc, would do well to just offer free consultations

Get some entertainment. Bouncy houses work good, live music, just a guy playing guitar, magicians are good, beware of clowns, many people are weirdly scared of them!

Well, that is about it, day of get the whole team there. The details depend on your specialty, etc. Giveaways are also good, buy a cheap flat screen and give it away. Your existing patients will come fro free food and many will bring in the friend or family member they have been trying to get in for a while. We have had 30 NP at one of these events, Make sure to follow up with all them and collect the names!

email me for more information! drfedich@milliondollarclinic.com


Staff Management

Thursday, May 14, 2015

How to manage your office staff!

Well, that is not an easy question to answer and each situation is different. TO be honest, most docs need to be their own office manager. Many docs want to give up their staff management as soon as possible and hire an office manager. If you are doing less than 1 million a year gross, you are the office manger. Sorry to tell you, that is the way it goes, that is the deal. You cant afford a great manager and at that size you should be in charge of everything. only one boss. Office manager creates issues. Staff will argue, resent each other. ITs not easy, but guess what, your under a million your the office manager. Sorry!!

Some basic tips

  1. Checklist, checklists, checklists. Get a checklist for each position, they fill it out, and you check it every day, must be on your desk every night.
  2. Weekly staff Meetings. Yep, another thing you don't want to hear, too bad. you have to do them weekly, have a meeting agenda. I will email you a staff meeting agenda for free, email me info@milliondollarclinic.com. You have to do it, weekly.
  3. Bonus system. Your staff must be incentivized to do well, you must have a fun and exciting bonus system in play, yep, you gotta do it. Guess what, all the things with your staff you don't want to do, will make you successful for more tips and trick, follow our blog!

Direct Mail

Thursday, May 14, 2015

Believe it or not, DIRECT MAIL IS NOT DEAD! I still recommend it as a Killer Strategy for Private Practice Owners. In fact, the less other people are mailing, the better your mailings will do. So, be happy other think direct mail is dead. It means less junk in the box and more for you!

Here is the best thing about direct mail, the contact needs to touch it. Yes, they may grab it and throw it out, but they will at least touch it and see it briefly. Half of all emails end up in the spam folder never to be seen by anyone! Plenty of people aren't even on facebook. They never see your message, but if your mailing, they will at least see it and touch it.

Here is what else, direct mail is pretty cheap. Really, you can run a tv ad for 100 bucks for 30 seconds, or get a postcard to sit on someone desk for months for 40 cents. Some new programs, especially EDDM, every door direct mail, make it more affordable than ever to get in front of patients cheaply. You must know what your doing of course, and have a good offer, but you can do very well with direct mail.

Another nice bonus to direct mail, is it has a cumulative affect. Many marketing campaigns are swing and miss, one shot. Direct mail, if one piece didn't work, they did handle it, maybe saw your name, next time they get something from you, maybe they remember and now they call. The more you mail, the better your results.


You should be mailing you existing clients. They should get at least 14 pieces of mail from you a year. I would recommend more.
  1. Monthly newsletter (12)
  2. Bday Card (1)
  3. Postcards for Events (4)
  4.  Holidays (2)
SO right there is 17 contacts, probably a good number for most offices.

Next, new clients

There are a million ways to go about this. You prob don't want to mail the same people monthly you will annoy them. Best is to pick a radius of say 15,000 around you, and hit each house 5000 a month, every three months. You can also do all homes at once, but what happens is you get an overload of patients one month, loose some, next month it is slow. better to have steady consistent flow. EDDM is a good program for this, regular postcard, even letters work. You must have a good offer, headline, testimonials, and more!

Good direct mail is a key to a successful practice

For help setting up a mailing campaign, email us! info@milliondollarclinic.com


Facebook Advertising

Wednesday, May 13, 2015

Hello there! Well, people often ask me about facebook advertising. Facebook is the shiny new object the last several years, and it definitely plays a role in marketing your million dollar practice. The true answer with facebook is somewhere in between the two extremes on this. No, Facebook alone will not build you a million dollar a year business, no way. You cant buy ads for .0001 cent each and get 10 patients per view and make millions. That is snake oil stuff. But, on the opposite side, is it totally useless, no way. SO, like life, the answer is in the middle.

  1. You must have a facebook fan page, a business, professional, nice looking page. Remember when people started getting websites and they told us, you must have one because someone will look you up after they are referred? Well, that is happening now with facebook. If a patient hears about your office, especially younger millennial types, you need to be there. They will look you up on there, to see how many likes you have, how many reviews, and make sure you are credible, So get a nice page. Companies will do it for you, you can also do it for yourself, and get a young hip staff member to do it.
  2.  Likes, check-in. You must get people to like your page and check in on it. Like is when you click the like button and people then follow your page. Many new users will want to see you have many likes to verify you are really there and good. Don't have 5 likes. Our practice is closing in on 2000 likes. How do you get likes? put a sign up in the office, like us on facebook, and send an email to your database with a link to your page. Also, make sure you location is correct on the fan page map, so they can check in and find you easier.
  3.  Advertising. Facebook advertising is very complicated and there are many methods.
  1. Getting likes, you can promote your page to get more likes, you will pay per like, you can choose your area, age, etc and get likes. It is a more lengthy discussion than i can do here.
  2. Website promotion. You can have ads on facebook that will send users to click to go to your website. These can be effective, they can also be expensive. This works much like google pay per click. Clicks can ad up, and industry experts state many users click on and off your site quickly, which is bad for SEO, and your wallet.
  3. Video Advertising. This is very new as of now. But you can pay to have a video show up in your newsfeed just like an ad, as of now May 2015, it is very inexpensive, i would imagine rates go up quickly.
  4. Promoted post. So, you need to be posting on your page regularly. A few times a week, Unfortunately, not everyone sees your posts anymore. If you have a 1000 fans, you might be lucky if 100 even see your post. Not far? NOPE! but neither is life, if you want all 1000 to see it, you gotta pay, usually 5-10 bucks can get you to reach everyone. I would recommend your important stuff get promoted to make it seen.

There are some basics of facebook advertising for doctors, chiropractors, physical therapist and generally small business. For more help, email me info@milliondollarclinic.com



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