Chiropractic
Marketing - Useful Ways to Identify Your Patients, Part 2
Database
Building
a database
of prospective patients is not very hard. One place prospective
patients can
come from is through leads from already existing marketing programs
which you
have implemented in your practice. Since many of these leads are
probably of
high quality it is likely these individuals will be converted to actual
patients in your office. The names of these prospective patients should
therefore be added to your database.
Another
good source
of prospective patients that should be added to your database is the
names of
any persons who have previously contacted you for information about
your
professional services. Whenever a person calls your office it is
extremely
important to write down his or her name, address, and phone number. Any
individual who calls and requests information about your professional
service
is a good potential prospect. In this situation you already know the
person has
a genuine interest in what you have to offer. This individual is a good
candidate to market your service to and he or she should be placed into
the
database of names you are creating.
Perhaps
the best
way to fill your database with the names of good prospects is through a
lead
generation system. This is a system of marketing that has been used
with great
success for a number of years. Lead generation campaigns are widely
used in the
insurance and real estate industries. There are many companies that
specialize
in this type of marketing and their entire area of focus is centered on
providing clients with the names of prospective customers who are eager
to
purchase certain products or services. Mailing lists are usually made
up of the
names of people who have requested or purchased certain products and
services
in the past. Clients will purchase mailing lists because they want to
market
their own products to these consumers. The mailing list industry is a
type of
lead generation program.
Lead
generation
systems can work with any product or service in just about any
imaginable
industry. The concept is based on a scientific principle that has been
proven
time and time again. I think the reason some people refer to it as a
science is
because of the high rate of success a system such as this yields and
also the
fact that the results are regularly reproducible.
The
way that this
process works is to simply place a small advertisement in a newspaper
or
magazine that gives a brief description of a product or service
somewhat
appealing to certain segments of the population. Within the
advertisement a
phone number or a website address is provided so a prospective customer
can get
additional information about a said product. When the prospective
customer
calls for additional information his or her name is thrown into a
database and
the information requested is immediately sent to the prospect in the
form of a
free publication, DVD, or pamphlet. From that point forward the
prospect is
kept on a database (mailing list) and the company will spend money in
the
future, marketing their products or services to the individual and
other people
on the database. The chances are extremely good that the people on the
database
will purchase the products and services the company is selling. There
is no
wasted marketing with this type of a system as all efforts to sell
products and
services are projected only in the direction of people who want to
purchase
what the company has to sell.
In
addition, there
is only minimal cost incurred when placing advertisements in media
products
because the sizes of the advertisements are very small. Keep in mind
the goal
of a lead generation system is to create a database of good prospects
for a
company to market to and also to educate the various consumers about
products
and services through the regular mailing of publications, DVD's and
pamphlets.
Publications and pamphlets are much more cost effective to produce than
large
newspaper ads randomly targeted to many thousands of people who could
care less
about many of the items a particular company might be selling.
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