58 The Power of the Spokesperson why you do what you do, but as a DC you clearly understand how to help others. You know the amazing benefits of chiropractic care and want to share those benefits with anyone who walks into your office. But how do you reach more people and spread the good news about chiropractic to those in your community?' />
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Dynamic Chiropractic – December 2, 2011, Vol. 29, Issue 25

The Power of the Spokesperson

By Kent Greenawalt

Why are you a chiropractor? Chances are you became one to help people who are hurting to feel better. That's a simplistic view of why you do what you do, but as a DC you clearly understand how to help others.

You know the amazing benefits of chiropractic care and want to share those benefits with anyone who walks into your office. But how do you reach more people and spread the good news about chiropractic to those in your community? Enter the spokesperson: someone who speaks for the purpose of bringing positive attention to chiropractic and your practice. While it's not cost-effective for most offices to hire their own spokesperson, you can both be your own spokesperson and team up with an experienced spokesperson for your profession.

Be Your Own Spokesperson

Know Your Audience. Before you can reach new potential patients in your community and tell them about the good things chiropractic can do, you must first understand whom you are talking with. Get out in your community and see what is going on. Join a rotary club or church group and mingle to get your finger on the pulse of the community. Are there a large number of seniors with health concerns in your area? Is there a growing health-conscious crowd that wants to stay fit by biking, running, playing sports, etc.? Is there a large manufacturing plant in your area with workers who could use better support and pain relief after standing all day? There may be several of these groups in your area, but find the group that best fits your specialty.

Spokesperson - Copyright – Stock Photo / Register Mark Once you determine what the needs are in your area, then and only then can you realize how you and your practice can best serve your community. Targeting your marketing efforts toward those people who need you most is much more effective than just placing an ad blindly in the newspaper and hoping someone comes into your office.

Be Seen and Heard. Getting your name out there means you need to do just that – get out of your office. You can set up a booth at a local health fair to teach about chiropractic benefits. You can help sponsor a 5K race and set up a booth at the finish line to increase the visibility of your practice. You can work with the local industrial plant to set up weekly or biweekly visits; you go to the plant and give adjustments to employees who need care, but can't take time out of their workday to come to your office.

Getting your name out there means becoming part of your community, so when a person needs a chiropractor, your name is the first thing that pops into their head. This extends beyond having great business cards. It also means you should have an easy-to-navigate Web site for your practice and have other social media tools working for you as well.

Become an Expert. As a DC, you are already an expert, but to have a specialty that sets you apart from other chiropractors in your area is what will take you to the next level. For example, if you are a sports chiropractor, go with that by getting certified in the latest training and education to help you be the best. Once you feel confident, you can reach out to local media and become their expert on chiropractic. When the local morning show needs a guest to discuss a health story that's in your specialty, let them know you are the expert and want to help. You also can go to the local community college or university and let them know you are available to give a "better health" lecture that involves your specialty. Convince them you are the expert and soon the media, schools, businesses and new patients will be knocking down your door asking for help.

Let a Spokesperson Work for You

These are excellent ways to become a chiropractic spokesperson in your area, but what if you had a spokesperson working for you? Wouldn't that be an incredible way to get new patients while simultaneously spreading the word about the benefits of chiropractic? Did you know there is already a spokesperson out there ready to work for you? It's called the Foundation for Chiropractic Progress.

The foundation's public-awareness campaign consists of monthly press releases, advertorials, public service announcements, advertisements (print, radio, television), and partnerships with high-profile spokespeople. The foundation recognizes the power of the spokesperson and recently re-signed NFL legend and Hall of Famer Jerry Rice to a multi-year agreement to continue as one the FCP's leading spokespersons. This three-time Super Bowl champ is an outspoken proponent of chiropractic, and his well-known name is creating positive attention about our profession in the mainstream media. Rice has raised awareness about the benefits of chiropractic with everyone from the sports community to the viewers who followed him on "Dancing with the Stars."

The foundation has developed a 13-minute video specifically intended for patient reception rooms or lay lectures. This video incorporates several of the FCP's public-service announcements along with interview clips of another foundation spokesperson – Retired Brigadier General Becky Halstead – sharing her personal experience with and support for chiropractic. To receive this video, join the foundation by becoming a monthly contributor.

You have the power to become a local spokesperson for chiropractic. You also have a powerful spokesperson that can help your profession grow, but needs your help to reach more people. Help spread awareness by supporting the Foundation for Chiropractic Progress. Visit www.f4cp.com or call the foundation at 866.901.F4CP (3427) to join today. Together, we can tell everyone the story of chiropractic and demonstrate the power of the spokesperson.

Click here for previous articles by Kent Greenawalt.

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