| Since chiropractic postcards are so small, so | | | | complaint or reason for originally consulting your |
| inexpensive and so easy to use, many chiropractors | | | | practice. This is a needless infraction of HIPAA |
| overlook this simple and significant way of building their | | | | guidelines and is inappropriate for a postcard. Plus, |
| chiropractic practice. Here are some simple | | | | inactive patients don't need to be reminded of a |
| suggestions that you can implement to put this | | | | previous episode. |
| powerful marketing tool to work in your practice. | | | | Rule Number Two. Make your message short and |
| If you do a great job helping patients, as most | | | | breezy. Perhaps something like, "Remember to drink |
| chiropractors do, a trusted marketing adage comes | | | | lots of water as it heats up this summer!" Or "Time for |
| into play here: the patients most likely to come to your | | | | a stress-relieving chiropractic adjustment? Give us a |
| practice are the ones who have already been to your | | | | call." Or "Hope your adjustments are still holding. If not, |
| practice. A postcard reminder is the perfect way to | | | | give us a call." And "We hope all is well. If not, give us a |
| tap into this rule of thumb. | | | | call." |
| Since many chiropractic patients discontinue their care | | | | The mission is to present you and your practice as a |
| as soon as they feel better, they subject themselves | | | | memory jogger, trusting that if patients sense the need |
| to a likely relapse. And most patients would rather | | | | for a visit or two, they'll give you a call. |
| return to familiar surroundings and procedures than | | | | The Metaphysics of Chiropractic Postcards |
| begin care again elsewhere. Thus, what most | | | | The chiropractic postcards you send to inactive |
| chiropractic patients need is a low confrontational | | | | patients represent a form of energy. Besides being |
| nudge; a suggestion or reminder to return for a | | | | authentically interested in the patient's health, the |
| chiropractic checkup. | | | | postcards you send are a tangible representation of |
| Naturally, the first thing you'll need in your patient | | | | your motives, intentions and the way you think of |
| reactivation strategy are some chiropractic postcards! | | | | patients. To some, these suggestions may seem |
| There are many suppliers from which to choose. | | | | subtle and worth ignoring. But do so at your own peril. |
| Choosing Your Chiropractic Postcards | | | | Chiropractor vs. chiropractic assistant. Since the |
| Chiropractic postcards come in two main flavors: | | | | chiropractor/patient relationship is between the |
| playful and serious. | | | | chiropractor and the patient, it's optimal that the |
| You can recognize the playful chiropractic postcards | | | | chiropractor handwrites the personal message. If that's |
| because they typically feature cartoon characters | | | | simply out of the question, having a staff member |
| licensed by the various syndicates or other, more | | | | write the message is better than no postcard at all. |
| lighthearted images. This approach is often believed to | | | | Hand addressing vs. printed labels. If the chiropractor is |
| make the reactivation overture seem less | | | | writing the short, personal message, it's probably best |
| confrontational and friendlier. And it may. However, it | | | | to apply a crisply printed address label. Most practice |
| may do so at the risk of minimizing the image of the | | | | management software will allow a list export or have |
| chiropractor and reducing the importance of their | | | | label printing capabilities built in to them. |
| health. | | | | Postage stamp vs. postage meter. While a postage |
| The other approach is to use photographs and images | | | | meter (if you have one) is more convenient, individually |
| that can serve to educate and enlighten patients about | | | | applied postage stamps are perceived as more |
| attending to their spinal health. Symbols and metaphors | | | | personal and the preferred choice. This shouldn't be |
| are used to advance chiropractic principles and explain | | | | burdensome if you're simply dropping 5-6 chiropractic |
| the value of regular chiropractic checkups. | | | | postcards in the mail each day. |
| Choose the style that best represents the "tone" of | | | | Say a prayer. Imbue each postcard with a blessing |
| your practice and the image you wish to project | | | | directed to the receiver. Ideally, have the postcard |
| among your inactive patients. | | | | written, stamped or addressed by someone who can |
| What to Write on Chiropractic Postcards | | | | visualize the patient and extend a wish for health and |
| Many chiropractic postcards aren't sent simply | | | | well-being to each recipient. Ignore this nuance and |
| because the chiropractor or the front desk staff who | | | | your postcard overture is mechanical and self-serving. |
| are usually tasked with this responsibility, are unsure of | | | | Chiropractic postcards are the ideal way to grow a |
| what to write! Let's put an end to this constraint right | | | | chiropractic practice. They are used by the busiest |
| now! | | | | chiropractors, and those who want to be. |
| Rule Number One. Do not mention their admitting | | | | |