I recently received an email from a Chiropractor who watched the “Chiropractic Marketing: Perception Is Reality” videos I posted where Marketing Guru Frank Kern gave us a look at how American Express Creates “Perceived Value” with their American Express Black Card. If you haven’t watched those videos, you can Click Here to watch them now.
This was the email I received…
Question: “Hi Chris, I watched those video and was just wondering if you had any thoughts on how this pertained to our profession, if at all? Why did you feel the marketing of that package was the best?
I am curious to hear your feedback…
Thanks,
Dr. Rick”
GREAT QUESTION!!! …so good, I decided to make a blog post out of it.
This was my response…
“Hey Dr. Humiston,
Thanks for writing.
…because he’s showing you that “Value” is in the way the package or service is presented the customer.
For example…which of these two scenarios looks more valuable in the eyes of a patient.
Mr. Jones, I looked at your exam findings and I can help you with your back pain. You need to be seen 3 X week for the next 4 weeks to get your problem fixed. Any questions?
…oh, and by the way, here are some home stretches that you can do that will help you get better faster. I want you to do these at least 10 minutes per day, ok?
OR
Mr. Jones, I spent some very significant time last night going over your exam and x-rays.
After a very in-depth evaluation I have determined that you do in fact have a problem I can help.
Over the course of your care, you are not only going to finally get rid of your back pain, but chances are, you are going to see a significant spike or increase in energy, you’re going to sleep better and you’re finally going to be able to play golf again without the worry of your back going out on you in the future or the fear of having this excruciating back pain for weeks at a time.
These stretches are extremely crucial to your quick and speedy recovery.
These exercises are unique to you and your problem, so please don’t share these with others in your family. They are meant to help you an you only. By doing these stretches, you’ll definitely see much faster improvement. …but in addition to that, you are going to be more limber than ever before and research shows that people who stretch daily have less arthritis as they get older and their life span is prolonged by as much as 2 years.
and every adjustment I give you. My #1 GOAL is to see you living life life on your terms…not on the terms of “back pain” Mr. Jones…your life is about to get much, much, better!
Any questions?”
I know docs that give recommendations like the 1st example (and they are either not doing too good, or they are just doing So-So)
…there is no “perceived value” in that first example.
It’s all about how you “package” your product or service that gives it “high perceived value”.
…the higher the perceived value, the more patients will be willing to pay you and pay you handsomely.
Does that help?
Chris”
So here’s the deal. If you are not “Stacking The Benefits” in your ROF and giving your new patients the “perception” that the $3,000 they are about to throw is a GREAT Investment….they you are going to lose people…every time.
I hope you take this practice building advice and implement it into your practice today. It’s doesn’t matter what chiropractic coaching group your with, what Report of Findings your doing, Group Reports or Individual Reports…this is Marketing 103 and can be applied in any situation and in any industry.
Love and Wisdom to you!
Chris
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Great and to the point – well said, Chris. After you’ve been in practice for awhile, you start to forget that this is a new experience for the new patient. Each interaction is setting the stage for the rest of your relationship with them. Thanks!