Get Rid of Your Chiropractic Brochures
Why would a chiropractic practice member education company that sells chiropractic brochures tell you to get rid of your chiropractic brochures?
The answer is simple. When I say get rid of them, I mean you should actually give them out in a purposeful way.
“You mean there should be some sort of purpose, usefulness or return on investment from my chiropractic brochures?”
Here’s four reasons why you should get rid of all your brochures.
They Are Collecting Cobwebs
How many of us put some brochures in a rack and leave it at that?
Sure, a few of us have our CAs put them in an ROF folder or have them hand them to the new practice member on their way out.
Is it effective? Are you monitoring how successful these tools are in educating your practice members? Are they even reading them?
Is anyone even reading your current brochures?
Attention Spans are Dwindling
Studies indicate that attention spans are dwindling and people simply are not willing or wanting to read lengthy documents. How much of your standard tri-fold brochures are actually read do you think? Better yet, how much is retained?
Carol Philips in her Millenial Marketing blog states that, “shorter attention spans are also forcing brands to pare down their messages.” chiropractic is… brochures embrace the changing times. We’ve designed modern, visually appealing brochures that are printed on the front and back only with short, simple and sweet messages conveying key concepts and principles essential to positioning practice members to understand the value of lifetime care for themselves, family and friends.
Shorter attention spans are forcing brands to pare down their messages.
Educational Products are Meant to Be Consumed
If you are serious about educating your practice members so they can make the logical choice of choosing chiropractic care throughout life and be able to effectively communicate that value and need to friends and family, then you need to equip them with tools to do so. As I stated in a previous post, it is not enough to rely on the first two visits and the Spinal Care Class to shift their paradigm.
People need repetition, reinforcement and review. They need to see, feel and hear the message and it needs to be consistent. Do you have an educational strategy for each and every new practice member that enters your office? What do you think your practice would look like if you did? How would it function? What would be different?
The chiropractic is… Education Implementation Manual explains in detail the strategic timing and implementation of chiropractic brochures in the chiropractic office setting. Chiropractic brochures are tools. They should be utilized and consumed in a strategic fashion and not thrown to the wind to see how they fall or worse, left on your walls to collect cobwebs.
Chiropractic brochures should be utilized and consumed in a strategic fashion.
Monitoring Effectiveness: Are You Throwing Money Away?
Chiropractors are notorious for failing to monitor or track results. It is no wonder we spend money on products without questioning their value. Shiny new gadgets and slick sales tactics seem to be the prerequisite for many of our purchases.
How about monitoring if the product is actually working? What a concept!
Part of chiropractic is… Education Implementation Manual and strategy includes giving your practice members short but pertinent quizzes to monitor how well they are retaining and understanding key concepts necessary to shift their awareness and help them encourage others to seek your care. Their answers provide an opportunity to address misunderstandings and areas where they may need further interaction from the doctor or staff.
Are You Ready to Get Rid of Your Brochures?
Whether it is ours or someone else’s, your brochures should be active marketing pieces generating a positive ROI and not sapping resources or wall space. If you are serious about implementing an actual strategy and not just functioning as a possible resource, take the next step and join the next generation in practice member education.
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Steve Tullius, D.C., ACP
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