Today’s chiropractic new patient is different. And an article in yesterday’s Wall Street Journal confirms it. The article was entitled 'Nearly Half of Americans Are ‘Financially Fragile.' The main takeaway? About half of the people in the US couldn’t come up with $2,000 within 30 days to fund an unexpected expense!
That’s probably no surprise if you practice in California, with an unemployment rate of almost 12% or in Michigan with its 10% rate. (Compared with a mere 3.3% in North Dakota.)
While there’s little you can do to reduce unemployment or help people in your community who have little financial margin to pay for an unplanned episode of back pain, there are at least two things you can do.
1. Market smarter. Grocery stores are still selling the more expensive organic vegetables and free-range chickens, bottle water and supplements to people who aren’t expecting to be reimbursed by their insurance company. Find out where people who value their health hang out in your community and start making connections. Meet the owner of the local health food store, Pilates studio and health clubs. You MUST get out of your office and become familiar, attractive and accessible to those who share the types of practice members you desire.
2. New phone skills. If your front desk assistant has the mindset of an order taker, you may be losing potential new patients on the telephone while you’re busy in the back adjusting. Can (or will) your CA go the extra mile to calm the fears (physical, emotional or financial) of apprehensive prospects who call? Can he or she offer simple, direct answers about fees? The old “May I take your name and number and have the doctor call you?” doesn’t work like it used to, since a more responsive chiropractor may be just a mouse click away.
Chiropractic has not fallen out of favor. Subluxations occur even more frequently in stressful economic downturns. And there are still plenty of people who value their health and want what you offer. But can they find you? And if they do, how many are getting past your receptionist?