Over the last 15 years I’ve had the opportunity to notice changes in attitudes that people have towards chiropractic.  Here are my observations:

1.  Many people still choose to see a chiropractor for pain.  I think as a percentage of the population, it has remained flat over the last 15 years; probably close to 25% which is a decent number.

2.  Likewise, many people still don’t choose to see a chiropractor because of a negative past experience, or because of something bad about chiropractic that they read online (stroke news article, Stephen Barret website, etc).

3.  Fewer are interested in doing pre-paid “maintenance care.”  Most are open to a short course of treatment with expectations of getting better, and then being discharged.  Some, after reaching the results they are happy with, choose to come in when they feel they need to; about once a month to every couple of months.

The world today presents new challenges to small business owners in the service industry.  The competition for a consumer’s dollar has greatly escalated, to the benefit of the consumer.  You have to create a large perceived value in your services in order to win over your customers.   Just look at how mobile phone companies are offering free cell phones with plans, and how others are giving steeply discounted services through Groupon and similar sites.

I think most of us know what a USP is:  a unique selling proposition.  In marketing, this means what you offer that your competitors don’t that gives you an edge; a reason for a consumer to see you instead of them.  These days, you’ve got to find a way to offer more.  You need a “wow” factor.   High-end restaurants invest a lot of money in their decor, because they know that people dine out for the experience.   You need to do the same for your chiropractic business.  Brainstorm ideas of things you can add to your office visit that creates this “wow” factor; something that gets people talking.

I recommend that you brainstorm with people who are not like you, who can offer a fresh perspective.  Here are some ideas:

• Free healthy snacks for early morning patients
• A vivid, vertical saltwater aquarium at your entrance
• Validated parking
• Shiatsu foot massagers in your waiting area
• An aquabed massager for patients to use after their visit
• Free Wi-Fi and laptop station in your waiting area

These little things can go a long way.    If your patients find it fun to go to your clinic, do you think they will tell their friends and acquaintances?  Sure they will!  And, they will probably mention your office on FaceBook.

I think you get the idea.  Get out of the plain vanilla mode, and into some Ben and Jerry’s.  Remember, consumers have higher expectations these days; you’ve got to be able to meet them if you are to succeed and grow.