There are lots of Chiropractic coaching companies out there. Lots of good coaches.
Different docs are looking for different kinds of coaches, and coaching styles. Do you know what you want in a coach? Well, if not, you're in luck! Let's help you get clear on your COACHING CRITERIA. It'll only take a few moments. But first, let me tell you how to have X-RAY VISION when it comes to coach selection. You can tell a lot about a person based on the questions they ask. And any good coach will start the conversation by asking you many, many questions. They should be getting to know you first, before they accept you as a client, to ensure that they can help you achieve what it is you want. There one question, in particular, that will help you know what kind of person you're dealing with: "What's your desired outcome in working with us?" Outcomes are results. Someone who cares about outcomes, cares about results. If you want a results-oriented Coach, then you should select a coach that asks results-oriented questions. THE TRUTH ABOUT COACHING Most people want to feel heard. They want someone to shut up, and make them feel right. And for some, they are interested in paying for a coach to be that person who will validate their thinking, beliefs, and opinions. This happens more than you might think. There's nothing wrong with this. For some, this is their desired outcome - to feel heard and validated. If everyone is square on that deal up front, then it's a fair deal. Game on! Now, I have a tough word for some of the coaches in this industry, but let me start by giving credit where it's due: there are MANY good coaches out there, quality people that are in this game for all the right reasons. And then, there are some other players in the mix. The problem is: - Many coaches DON'T communicate in terms of business outcomes, but instead placate their doctors and try to make them feel heard and feel "right". They view their coaching as a box of donuts - may not be HEALTHY for you, but who cares when it tastes so sweet and in the lull of a sugar coma? - Many doctors DON'T work in business outcomes, but instead entertain vague, unclear outcomes that they think (hope) might "feel" successful to them. They aren't clear on what they want (which is ok), and are too insecure to admit it and ask for help in getting clear (which is not ok). Coaching is about supporting a player who's job it is to improve, so that ultimately they can WIN. Ultimately, the coach is adding value to the game by helping players win more. A coach is known by their track record, which is a series of scores. It's objective. It's measurable. It doesn't feel like a sugar coma, it's just a score, and that score either wins the game, or it doesn't. Pretty easy concept, right? NO. Not for a player who doesn't care about winning, or about improving. They don't need a coach - those players need a friend. Or a therapist. At ChiroCoaching, we only accept doctors that are looking to improve their clinics, their patient experiences, and their game. If they aren't interested in that, we don't accept them, as it would be a waste of their money and our time. So here's some questions to help you develop your criteria in hiring a Chiropractic coach: 1. Do you want to be heard? Or do you want to learn? To learn, you must listen. To be heard, you must talk. A good coach will tell you the play, explain the "why" behind the play, explain how to execute, ask you to execute and track your results, and then discuss the results, evaluate them, and repeat. If you want to be heard, get a friend, or hire a counselor/therapist. if you want to grow, hire a coach. 2. What is your outcome? Specifically? How many new patients per month? How much revenue? How much credibility/authority in the community? How many new website visitors? How many referrals? How much new insurance? How many more locations? You don't need to answer all these questions; they're just an example of a specific outcome. The next step is time. How much in what amount of time? This starts to form clear, measurable outcome. And a Coach can then look at that and build a plan to suit, or if they cannot help you achieve that outcome, then they can tell you, and hopefully refer you to someone who can. 3. What problems do you want gone? Everyone got problems. But there are different quality of problems. Not having enough money to pay your bills is a low quality problem. Having too much demand for a service that has limited availability is a high quality problem. Meaning, it's a FUN problem to solve. Have you defined the problems you want to solve in the next 12 months? Present those to your prospective Coach, and see what their thoughts on helping you solve those. 4. What is your mindset? Many doctors getting into Chiropractic are very independent. They want to be the Captains of their own ship, march to the beat of their own drum, and are generally very independent. A coaching relationship is a team relationship. The goal is to help the person being coached improve performance. It takes a certain mindset to acknowledge that they are not where they want to be, and desire help. We refuse to accept a Coaching Applicant unless they bring three things to the table: 1. Motivation. The "Big Reason Why." They need to have something motivating them, the "fire in the belly" that will help them say the course even when the going gets tough. 2. Teachability. (not really a word). But are you teachable? Are you the kind of doc that sits with crossed arms, skeptically viewing the world and the world to prove everything to you before you take action? Successful practices aren't built off skepticism and evaluation - they are built on trust, passion, and service. If someone isn't teachable, that's a problem we can't fix, and therefore aren't interested. 3. Ethos. I get it, everyone is lazy at some level. The question is, what level? If someone isn't willing to do the work it takes to build a practice, then it just isn't going to happen, period. The solution isn't going to be coaching - it's going to be digging down and finding what a good reason to get moving and succeed! We hope this helps you in your search of a Chiropractic coach to help develop your clinic. If you'd like more information on generating new patients, we have our free webinar training here that shows you to generate 80+ new patients per month.
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Buckle up doc: This isn't going to be your run of the mill "Use engage Facebook posts to get new patients!" drivel.
You're about the learn something that less than 1% of all Chiropractors know. But for it to make sense, we gotta lay a little groundwork. One of the biggest challenges in growing a Chiropractic practice is new patients. But you already knew that, right? The question is, why? Because unlike their MD counterparts, Chiropractors graduate with their degree, and do not have a clear career pathway to success. They can either: 1. Become a business owner (which most never wanted to do in the first place) 2. Become an associate for another Chiropractor And the real challenge is that most Associate positions pay beans, and have no clear pathway to success. Many Associate Chiropractors get lured into working as an Associate under the pretense that the Owner Chiropractor is "retiring soon" and wants to hand it over to a new young Associate. I've spoken with hundreds of Chiropractors across the United States that have lived this story. They relocate to a new city with this new opportunity, work their tail off for low pay ($30k - $40k per year), and look forward to the day that the original owner steps out, and all the Associates hard work will pay off as they become the new business owner that runs the practice. Unfortunately, that day doesn't happen. The owner either fires the Associate, or the Associate leaves as they realize the truth. But then what? On to another Associate position? Some give it another shot. Many others get wise to the game, and realize that unless they find something truly extraordinary, they will have to become business owners if they want to make over $50,000 per year. Which means, a doctor now has to learn how to market for new patients. THE BEST LEADS, AND THE MARKETING NIGHTMARE Many Chiropractors ask me "what are the BEST places to market for new patients?" The BEST place to market for new patients, always, every time, is your existing patient base, in the form of referrals. Referrals have inherently more trust. And trust is what drives any relationship, including business relationships (such as a patient and doctor relationship). So referrals are best. The issue is, you're only going to get so many referrals in a month. A referral is a "warm" marketing system - there is an implicit trust that exists with referrals which helps make it easier for the relationship to develop. But the volume isn't going to be there for most practices to grow. Which means that a COLD marketing system should be developed. Brrr...just saying "cold" marketing system makes you shiver, right? To add to the chill, go ask your Chiro colleagues about their "nightmare" marketing experiences. They all have them. I was speaking with a doc the other day who bankrupted their practice because they spent over $100,000 on some "comprehensive" marketing system that did everything...except get them new patients that converted to care. I know another Chiropractor that was already struggling, and they then plunked won $8,000 on an "SEO Program" that yielded 0 new patients. They also went bankrupt. So, in order to succeed, a doc has to get a cold marketing system that works, and they also need to make sure they don't bankrupt their clinic. What the heck do you do? BUILDING A COLD MARKETING SYSTEM THAT WORKS At ChiroCoaching we've tested just about every marketing channel out there. This list includes: - Cold calling - Email marketing - Facebook marketing - Instagram marketing - YouTube Marketing - Twitter marketing - LinkedIn marketing - Search marketing - SEO marketing - Referral marketing - PI marketing - Radio marketing (commercials) - Radio marketing (long form talk) - TV marketing (commercials) - TV marketing (interviews - long form) - Groupon marketing - Direct mail marketing - GEO fence marketing - Door hanger marketing - Corporate event marketing - Massage day event marketing - B2B marketing (referrals from other professionals) - SMS marketing And we didn't just spend $50 on each of these; we spent thousands on the things that didn't work, and we spent millions on the things that DID work. THE SECRET NOBODY TALKS ABOUT It's not just about leads, doc. We tracked ROAS and ROI on each of these. ROI = Return on Investment. This takes into account the total investment expense, versus the total return. This includes things like if staff is required (I.e., a massage therapist, or a Chiropractic Assistant), any outlay for materials or other necessities to make the channel work. ROI is reported as a percentage. The formula is: (RETURN-COST)/COST *100. So as an example say your total cost was $3,000, and you generated $6,000 in collections from it. That would be ($6,000 - $3,000)/$3,000 *100, which equals 100% ROI. ROAS = Return on Ad Spend. This is the specific marketing cost associated with the marketing channel. The formula is (REVENUE-MAREKTING COST)/MARKETING COST *100 (it's also reported as a percentage). So in the campaign above (same example, let's say that JUST the marketing cost was $2,000, and you made back $6,000 in collections. It would look like this: ($6,000 - $2,000)/$2,000 *100, which equals 200% ROAS. (NOTE: I'm just using easy numbers. A more realistic example that we shoot for is 1,300% ROAS and a 1,000% ROI.) Now here's the thing... What many places will promise you are more "leads". A lead is a phone call, or an optin form completion- i.e., they went to your website and requested an appointment. However, a lead is nothing until it becomes a New Patient. That's what matters - people that show up for their appointment, walk in, and have a conversation with you about health. So the one thing that no other marketing company will talk about, that is absolutely critical, is SET RATE, and CANCELLATION RATE. Set Rate = the number of leads that actually SET an appointment. Cancellation Rate = Leads That No / Show Or Cancel their appointment. These two metrics will give you a cost per new patient set. THESE NUMBERS WILL MAKE OR BREAK YOUR CLINIC. Here's an example: We've run Facebook ads for years. Here's what's up with Facebook leads: 50% of the leads you generate will ACTUALLY set and schedule an appointment. 50% of those Sets will actually show up. This means, you have to work 4 leads, to get one new patient in the door. Let's say you spend $75/lead (by the time you add in management fees and all the other stuff that goes into it). It takes 4 leads to get one new patient. 4 x $75 = $300 per new patient. Mmm. Spensive. What is your $/NP average? (if you don't know, click here to figure it out). Many new docs hang out in the $250/NP range. Good ones can hang out in the $1,500 - $2,000 range. The ones we train have achieved $3,500. THIS IS THE WHOLE POINT So for one doc, if they're at $250/NP on avg in revenue, and they're spending $300 per new patient to get them in the door, they will bankrupt themselves within a matter of months. It's a physical impossibility to make that math work. So Facebook CAN be a good marketing medium...but for some, it's a one-way ticket to bankruptcy. WE'RE IN A NEW WORLD And now, the world has all but shut down event marketing. Count this venue out for a few years. Previously, events were great places to get new patients very inexpensively. $25, $40, or $50 were common numbers to see if you were doing well at events. But not anymore. Events are dead, and people are terrified of you touching them unless they know you and trust you. So now what? It's moving to mass media baby. Digital marketing, radio, television...that's the future, for now. THE MARKETING CHANNELS THAT CAN WORK BEST* The caveat (and my disclaimer) on this is that all marketing works at some level. The question is, does it work at YOUR level. If you can afford to spend $300 to get a patient in the door, good. Many doctors cannot afford to do that. Also important to note... The following marketing channels have worked because we MADE them work. Meaning, we devoted time and energy into testing and learning specifically HOW each of these marketing channels works. If you're not willing to do that, I recommend you hire it out (shameless plug - we know how to do all that kind of thing). - Google Search Marketing - SEO Marketing - Social Media Marketing (YouTube, Facebook, IG exclusively) - Radio marketing (long form) - TV marketing (long form) - B2B Marketing These places will yield the highest ROI, if they are done properly. We have used these sources to generate leads for $30/lead, which puts the cost per new patient right around $46 to get them into the clinic. And we're not talking about a few new patients in a month - we're talking scale, over 200 new patients in a month for a single geo location. GET NEW PATIENTS NOW If you're ready to learn how to get 80+ New patients per month, click here to watch our webinar on how to do it. |
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