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THE CANADIAN CHIROPRACTIC ASSOCIATION

1396 Eglinton Avenue, West, Toronto, Ontario M6C 2E4Tel: (416) 781-5656 1 (800) 668-2076 Fax: (416) 781-0923 ccachiro.org

Release date 2006/07

The Canadian Chiropractic Association

A GUIDE TO PATIENT-CENTRED PRACTICE BUILDING

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CONTENTS

1. IntroductIon 1 DefiningSuccess2. WhattheMarketresearchtellsus 3 ProblemsTrumpWellness 3 Something’sGottaBeWrong 4 BacksAreABigMarket 4 ExistingPatientsAreYourTopSourceOfReferrals 4 MakingFriendsWithMDsIsGoodPractice 5 PublicEducationWorks 5 YourServicesAreValuable 6

3. PosItIonIngYourPractIce 7 NamingYourClinic 7 DoYouNeedALogo? 8 YourClinicIdentity 9 DoYouNeedAWebsite?10

4. creatIngsuPerIorValue 13 FirstImpressions 14 PatientConcerns 14 TipsForNewPatientVisits 17 Patients’Stories 19

5. connectIngWIthYourcoMMunItY 21 APublicServiceApproach 22 IdentifyingYourAudiences 23 Networking 24 ClinicEvents 25 PublicDisplaysAndEvents 26 SpeakingEvents 27

6. PatIentretentIon,reactIVatIon 31 andreferrals FiveMethodsForCreatingPatientLoyalty 31 BuildingRelationshipsWithMDs 327. adVertIsIng 33 AdvertisingHealthServices 33 WhatToExpectWhenYouAdvertise 34 WhenToAdvertise 34 WhenNotToAdvertise 35 WhereToAdvertise 36 HowToWriteanEffectiveAd 37 HowToDesignAnEffectiveAd 39 HowItAllComesTogether 40 TestingYourAdvertisement 48 Conclusion 48

8. PuttIngItalltogether 499. PractItIonerssharetheIrtIPs 51

10. coMMunIcatIonssuPPort 63 Guidance 63 ReviewingService 63 Resources 64

11. contactInforMatIon 65

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Welcome to A Guide to Patient-Centred Practice Building, a research-based guide to developing a marketing communications plan for your practice. No guide can cover all of the many ingredients that go into building and sustaining a practice, and this guide does not attempt to do so. The tips and tools in this guide are based primarily on the knowledge gained from national and provincial research conducted with both the public and chiropractic practitioners.� The guide is also informed by the experiences of established practitioners who share what has worked for them.

Recentgraduatesandnewerpractitionerswillprobablybenefitmostfromtheideasandinformationintheguide.Memberswithwell-establishedpracticesmaypickupafewnewtipsorfindreinforcementfortheircurrentapproach.

Bothnewandestablishedpractitionersfaceagreatdealofpressureandcompetitionindevelopingand maintaining their practices. No single tip or marketing“secret” will turn the key. Establishingandrunningapracticetaketime,commitmentandhardwork.TheaimofTheCanadianChiropracticAssociation(TheCCA)inprovidingthisguideistohelpmakedoingsoalittleeasier.Defining SucceSS

�DatafromthefollowingquantitativeandqualitativeresearchstudieshasinformedthisGuide: •SurveyofCanadianAdults:BackPain,EnvironicsResearchGroup,May2003.Commissionedby TheCanadianChiropracticAssociation. •Canadians’Awarenessof,UseofandAttitudesTowardChiropractic,EnvironicsResearchGroup, February2005.CommissionedbyTheCanadianChiropracticAssociation. •AttitudesTowardtheMarketingofChiropracticServices,EnvironicsResearchGroup,January2006. CommissionedbyTheOntarioChiropracticAssociationandTheCanadianChiropracticAssociation. •CanadianChiropracticResourcesDatabank,S.Stowe,June2004.CommissionedbyTheCanadian ChiropracticAssociation. •SurveyofPatients,Burke&Associates,2005.CommissionedbytheCollegeofChiropractorsofAlberta. •ChiropracticPatientValues,FocusGroupconductedbyStrategicNavigator,June2006.Commissioned byTheCanadianChiropracticAssociation.

01INTRODUCTION

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Defining SucceSS

Therearemanydifferenttypesofpractices,fromsolepractitionerstogroupandmultidisciplinarypractices.Individualpractitionersalsohavevary-inginterests.Someaspiretogeneralpractice,andsome like toworkwithseniors,athletes,young people or other specific groups. Practi-tionersalsohavedifferentdefinitionsofsuccess.

Oneofthefirststepstodevelopingafocusedmarketing and communications plan for yourpractice is to decide what success means toyou. If you are a new practitioner who is juststarting out, the answer may seem obvious:tobecomeknownandbuildapatientbaseasquicklyaspossibletocoveryouroverheadandearn an income. Dig a little deeper and youmaybesurprisedatwhatyoulearnaboutyour

aspirationsforyourpractice.Tryaskingyourselfthe five questions below; what you learn bydoingsomayhelpyoustartbuildingthekindofpracticethatissuccessfulinyourterms.

Buildingaclearpictureofwhatyouwant,fromyour practice, beyond income, will help youdevelopamarketingandcommunicationsplanthatmeetsyourgoals.Forexample,ifyouwantto focuson athletes andaperfect daymeansspending quite a bit of time with a relativelysmall number of patients, then you will takea different approach to practice building thansomeonewhoenjoysseeingawidevarietyofpatientsandwantsahighlydiversifiedpractice.

Itstartswithyourvision.

What are my values as a health care professional?

What does a great day in practice look and feel like to me?

Do I see benefit in collaborative relationships with other health professionals?

What type of patients do I enjoy working with the most?

What kind of relationship do I want to have with my patients? My community? My colleagues in chiropractic?

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Both The CCA and the provincial chiropractic associations have con-ducted extensive research with the public to learn about who uses chiropractic care, why they use it and what types of communication they find credible. The findings of this research indicate that public attitudes, opinions and behaviour regarding chiropractic are remark-ably consistent from coast to coast.

Manyoftheideasinthisguidearebasedonknowledgegainedfromtalkingtothepublic.Herearesomeofthemostimportantfindingsthatcanhelpguideyourapproachtopracticebuilding.

02WHAT THE MARKET RESEARCH TELLS US

PROBLeMS TRuMP WeLLneSS

ThevastmajorityofCanadianswhohavevisitedachiropractordidsoinitiallyforrelieffrompain.Treatment for back pain is the top-of-mindassociationamongallCanadians—chiropracticusers and non-users alike. The next mostcommon reasons for seeking treatment areneckandshoulderpainandheadache.

Chiropractic is also known to be significantlyunderused for treatment of musculoskeletaldisorders.Themajorityofpeoplewhoreportedexperiencingbackpainina2003CCAsurveydidnotseektreatmentfromahealthprofessional.Over-the-counter pain relieverswere themostcommonlyusedtreatment,and14percentsaidthey did nothing.This indicates that educatingCanadiansaboutchiropracticasacost-effectivesolutiontotheirpainanddysfunctionisasoundcommunicationsstrategy.

tip:Painandfunctionallimitationaretheprimaryreasonsthatdrivepatientstoseekchiropracticcare.Effectivemarketingshouldtargetwhatisrelevanttotheconsumer.Whilechiropractorsknowthatadjustmentcanaddressmorethanbackpain,newpatientsmustfirstcomeinthedoor.Thosewhoareseekingasolutionforaproblemrelatedtomusculoskeletalpainarethemostlikelytobemotivatedtodothat.Oncearelationshipisestablishedonthepatient’sterms,thepractitionerhasanopportunitytoeducateandencouragethepatienttoconsiderwellnessormaintenancecare.

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SOMeThing’S gOTTa Be WROng

Almost90percentofCanadianssay theyvisita health professional only when they have aproblem or concern. In other words, the vastmajority of Canadian adults seek health carewhen they feel that something is wrong andneeds to be examined.What does this meanfor promotingwellness care?Only13percentof Canadians strongly agree that chiropractictreatment is good preventive care. On theother hand, 44 percent strongly agree thatchiropracticiseffectivetreatmentforbackpain,jointproblemsandheadache. Ifyouare tryingtoattractnewpatients,particularlypeoplewhomayneverhavevisitedachiropractorbefore,itmakesgoodmarketingsensetouseamessagewithwhichtheyalreadyagreetoattractthem,ratherthantryingtoconvincethemofsomethingthemajoritydoesnotunderstand.

In general, Canadians associate “wellness”with things they do for themselves, such aslosingweight,eatingproperly,gettingexercise,sleeping well and finding time to de-stress.Onceyouhavesatisfiedapatientbyaddressinghis or her immediate concerns, you have agreateropportunitytoexplainhowchiropracticcaremaybenefitgeneralhealth.

BackS aRe a Big MaRkeT

A 2003 CCA survey of Canadians’ experienceofbackpainfoundthat80percentofCanadianswillexperiencebackpainatsomepointintheirlives,andmorethanone-fifthofadultsreportedexperiencingpainthatwas“severe.”Almost30percentreportedpainthatlastedonemonthorlonger.Thesepeopleareabigmarket!

exiSTing PaTienTS aRe YOuR TOP SOuRce Of RefeRRaLS

A2003CCAsurveyofalllicensedpractitionersinCanadafoundthatalmost60percentofnewpatient referrals came from existing patients.Thisunderscorestheimportanceofestablishingapositiverelationshipwitheachandeverypatient.

Patientsrespondbestwhentheyfeelthatcareis conforming to their needs, rather than tothepractitioner’sneeds.Forexample, insomecases, referral to another health care providermay be the most appropriate care you canprovide.Patientsrespondpositivelytoreferralasademonstrationofresponsibilityanddiagnosticacumenonthepartofthepractitioner.Indeed,many Doctors of Chiropractic (DCs) say thepatients they referred to another health carepractitioner became their best source of newpatient referrals.Apatient-centredapproach isimportantinpracticebuilding.

tip:

Remembertheoldsaying,“Abirdinthehandisworthtwointhebush.”Focusingeffortsonyourexistingpatientswillyieldlong-termbenefits.Theywillcomebackandwilltellothershowsatisfiedtheyarewithyourcare.Takethetimetomakeeverypatientvisitsatisfying—onthepatient’sterms—fromstarttofinish.

tip:Marketingcommunicationthatclearlyfocusesonhowchiropractictreatmentcanaddress specificpain-relatedproblemswillconvincemoreCanadiansthanwillgeneralhealthandwellnessmessages.

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Making fRienDS WiTh MDS iS gOOD PRacTice

More than half of Canadians say they wouldvisitahealthprofessionalotherthanaDoctorofMedicine(MD)onlyontheadviceoftheirfamilydoctor. Almost half say their preferred sourceofinformationonchiropracticcareisbrochuresintheirMD’soffice.ThesefindingsindicatethehighrelianceCanadianshaveontherelationshipwiththeir familyphysician.Thatunderlinesthebenefits of developing referral relationshipswith theMDs inyourcommunity.Youmaybesurprised at how many are responsive whenapproachedtherightway.

tip:

BuildingareferralrelationshipwithMDsinyourneighbourhoodcanhelpboostyourpractice—andbenefityourpatients.TheCCA’sDC-MDRelationship-BuildingToolkit,Part1andPart2,providespracticaladviceandmaterials.(Seethe“Resources”sectioninthe“CommunicationsSupportfromChiropracticAssociations”chapterofthisguide.)

PuBLic eDucaTiOn WORkS

Canadians are most interested in receivingself-helpandpreventioninformationfromchiro-practors.Paidadvertisingranksnearthebottomofthelistofcrediblesourcesofinformationaboutchiropracticcare.Thisisatypicalresponsewhenmembers of the public are asked about theirpreferredsourcesofhealthinformation.Clearly,advertisinghasaroletoplay,butpubliceducationmessagesworkbestandpersonalcontactisthemostcrediblemeansofcommunication.

A2005CCAsurveyrevealsthatCanadianstakeadimviewofpublicdisplaysaimedatsolicitingnew patients, but they view public educationdisplays positively.What’s the difference? Oneapproachpositionsyouasasalespersontryingtogetpeopletocometoyourpractice.Theotherpositionsyouasanexperteducatorprovidingpeople with practical, helpful advice aboutpreventingormanaginghealthproblems.

tip:Getoutintoyourcommunityandbecomeapublichealtheducator.Setupabackpackdisplayinalocalvenueandgivedemonstrationsonhowtopackandwearonecorrectly.Gettogetherwithyourlocalhardwarestoreanddemonstratesnowshovellingtechniquesintheparkinglot.Youwillattractanaudienceandberespectedforit.Publiceducationisagreatwaytonetworkandbecomeknownasanexpert.Referralsandnewpatientswillfollow.

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tip:

Whileyoumaywishtoadjustyourfeescheduletoaccommodateapatient’sabilitytopay,manypeopleviewadvertisingfreeservicesaspromotingunnecessarycare.Doingsoalsopositionscareasaretailcommodityratherthanaprofessionalservice.Makesureyourpracticesconformtotheregulationsinyourprovince.Someprohibitprepaymentforservices.

YOuR SeRviceS aRe vaLuaBLe

Most Canadians say they are indifferent toadvertisements for free or discounted consul-tations. They say such advertising does notinfluencetheirdecisiontoconsultachiropractor.Asignificantnumber indicate that this typeofadvertisingactuallyreducestheirconfidenceinchiropractors.

Similarly, a largemajorityofCanadiansdonotfavour long-term prepayment plans even if adiscounted fee is offered. Only 3 percent ofCanadians think it would be appropriate for apractitionertoacceptprepaymentformorethan10visits.

These findings will help you direct your timeandefforttowardactivitiesthatcreateapositiveand memorable impression among potentialpatients.Thebalanceofthisguideofferspracticaladvice and tips for creating a communicationplanthatworksforyou.

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Think of a well-known consumer product or service. You know the name and you can probably recall the logo, the way the name is presented, a colour associated with it, and a slogan or position statement for the product or service. Overall, you have a sense of what that product or service is like — trustworthy, low-cal, fun, reliable, inexpensive, sexy and so on. That is branding at its very simplest — what a product or service “looks” like and what it “stands for.” This is an area in which the marketing of health services borrows from retail marketing. How you “brand” or name and present your clinic can work for you or against you, so it is important to think this issue through very carefully.

POSITIONING YOUR PRACTICE

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naMing YOuR cLinic

Therearemanychoiceswhennamingaclinic.Some clinic names reflect their location, suchas“DowntownChiropractic,”orthepractitioner,suchas“DoeChiropractic.”Otherclinicnamesidentifyaspecialty,suchas“ChiropracticSportsInjury Centre,” and still others have namesthatevokeoutcomes, suchas“TheWellnessCentre.”Whatever approach you choose, herearesometipsforpickinganamethatwillworkforyouandyourpotentialpatients.

keepitshortRemember that the name must appear onsomething as small as a business card andmustwork inabroadvarietyof formats, fromanadvertisementtoasign.Interestingly,peoplewill instinctively shorten long names down tothreeorfewerwords.Helpmaintaintheintegrityof your clinic name by keeping it short. It willalsobeeasiertoremember.

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MakeitmeaningfulClinicnamesbasedonthechiropractor’snameorlocationaremeaningfulbecausethenameitselfconveysusefulinformation,andthesetypesofnamesclearlystatethatitisachiropracticclinic.Ifyouwanttoemphasizeaparticularattributeofyourclinicinthename,however,searchcarefullyfortherightwordtoconveyit.Forexample,yourclinicmayintegrateanumberofdisciplines,butcalling it the“IntegratedChiropracticCentre”willprobablynotmeanmuch tomanypeople.On the other hand, a name like“ChiropracticPlus”saysthesamethinginamoreaccessibleway.Wordsareveryevocative,sochooseyourscarefullytoensurethatyouhaveasimplenamethatconveystherightideaforyourclinic.

PickanappropriatetypefaceHowyoustylethedepictionofyourclinicnameis as important as the name itself. Differenttypefaces “say” different things about yourpractice. Big bold letters seem to shout, anddelicateitalicshaveafemininefeeling.Thestyleof the name should match the feeling or ideaof thename itself.Forexample,aname like“Chiropractic Sports Injury and Rehab Centre”wouldseemodddepictedinalooping,scrollingtypeface. Similarly, a name like “new daychiropractic clinic” would look equallyincongruousinheavyblockletters.

tip:

Hireaprofessionalgraphicdesignertohelpyoustyleyourclinicnameanddevelopalogoifyouchoosetohaveone.Thepublicidentifiesyoubyyourclinicnameorwordmarkandlogo,soseekingprofessionalassistancefromsomeonewithexpertiseinthisareaisworthwhile.Youwilldesignthesefeaturesonlyonce,sogetthebestadvicepossible.

DO YOu neeD a LOgO?

Manyclinicssimplyrelyontheirnameandhowit is styled graphically to serve as their logo.Thisisknowasawordmark.Otherclinicshaveaseparatelogothatisusedinconjunctionwiththeclinicname.Whichisrightforyou?Hereareafewideasaboutlogostoconsider:

•Alogothatintegratestheclinicname withanimageisoftenthemostuseable. Rememberthatlogostakeupspace onsignageandbusinesscardsandin advertisements,andtheycanbeawkward toincorporateiftheyarelargeordetailed.

•Anylogomustworkinaverysmallformat oraverylargeone.Highlydetaileddrawings donotworkwell.Keepthelogosimpleand aimfora“feeling”oridea,ratherthana realistic,detailedrepresentation.

•Avoiddepictionsofspines—laypeople tendtofindliteraldepictionsofinternal bodypartsunattractive,evencreepy.Go foraspinalcurveorhighlystylized depictioninsteadifthatisthedirection youwanttotake.

•Alwayskeeptheconsumerinmind.What willappealtotheconsumershouldbethe firstconsideration.

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example1

name:NewDayChiropractic

key message:Afamily-centredclinic

Supporting messages:•Specializinginmaintaininghealthyspine andjointfunction,fromthedeveloping yearsthroughthegoldenyears

•Family-friendlyconvenientparking,extended hours,children’splayarea,wheelchair accessible

example3

name:TheChiropracticWellnessCentre

key message:Ateamapproachtoyourhealthandwell-being

Supporting messages:•Chiropractic,naturopathy,physiotherapy, nutritionistandmassagetherapyservices

•Helpingyourelievepainandachieve vibrantgoodhealth

YOuR cLinic iDenTiTY

Thinkcarefullyabouthowyouwanttodescribeand position your clinic. What are the mainmessages thatyouwant toconvey?Whatarethe simplest, most patient-friendly words youcan use? What aspect of your clinic do youwant to emphasize the most? What are thenextmostimportantpoints?

example4

name:ChiropracticSportsInjuryandRehabClinic

key message:Keepingyouinthegame

Supporting messages:•Specializingininjuryprevention,optimizing jointandmusclefunction,andrehabilitation

•Offeringsportsteamconsultationsand individualizedprograms

example2

name: TheBackClinic

key message:Specializinginpainrelief,injurypreventionandmaintenanceofhealthyspinalfunction

Supporting messages:•Treatmentofchronicandacutepain andinjuries

•In-clinicrehabilitationspecialistsandfacilities

Effectivecommunicationhasafocus.Ifyoutrytogiveequalweight toevery fact aboutyourpractice, the information tends to become ablur. Making thoughtful choices about whatyou believe are the most important aspectsof your practice will help you develop whatmarketerscallyour“uniqueproposition.”Herearefourexamplestohelpyougetstarted.

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DO YOu neeD a WeBSiTe?

Websiteshavebecomeubiquitous,butdoyoureallyneedone?Whatrolecanitplayinbuildingyour practice? Most people choose a healthcare provider through referral from friends,colleagues,familyoranotherhealthprofessional.Once people have a name, many will look forfurther information on the Internet to gain animpressionoftheclinicandthepractitioner.Thatiswherewebsitescomein.Keepthesetipsinmindifyoudecidetodevelopawebsite.

keepitsimpleFocusonyourclinicandwhat ithastoofferapatient.Highlight:

•Yourclinicservices.

•Yourstaffandtheircredentials.

•Thetypesofconditionsinwhichyou specialize—inlayperson’slanguage.

•Yourclinichours,especially if you have extendedhours.

•Yourlocation,theavailabilityofparking andaccesstopublictransit.

•Anemergencynumberifyouhaveone.

PaintapictureIncludephotographsofyourclinicandyourstaff.Photos help create a sense of familiarity forpotentialpatients sothat they will know whatto expect. Have a professional photographerwho knows how to compose and light a shottakethephotos.Grainyphotosofpeople’sheadswillnotserveyourpurpose.

speakdirectlytothepotentialpatientUseyourwebsitetooutlinewhatanewpatientshould expect on an initial visit. Doing so willhelpdemystifytheprocess.

IncludeyourfeescheduleCost is a consideration for many people. Noteanyprovincialhealthplanandworkers’compen-sation coverage, as well as coordination ofemployeebenefitplancoverage.

reinforceyourclinicbrandUse the same typeface, logo, colours andbrandingasonyoursignage,businesscardsand so on to build a consistent image foryourclinic.

tip:Investintheservicesofaprofessionalcopywriter.Copywritersaretrainedwordsmithsandwillbeabletoputyourideasintowordsthatwillworkforyourintendedaudience.

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linktoyourprovincialassociationwebsiteandtheccawebsiteYoudonotneedtoreinventthewheelonyourclinic website. The CCA website contains awealthofinformationaboutchiropracticwrittenfor the general public.This content has beencarefully vetted to ensure that it conforms tothechiropracticscopeofpracticeandiseasyto understand. Linking to your associationwebsitestellsthepublicthatyouareamemberofyourprofessionalassociationsandalsohelpscreateaconsistentimageoftheprofession.Ifyouwanttoincludeothersites,linktoreputable,mainstreamsitessuchasHealthCanada.

useaprofessionalwebsitedesignerPeoplearebecomingincreasinglysophisticatedInternetusersandareexposedtoabroadvarietyof verywell-designed and attractive websites.Thisistheenvironmentinwhichyoursitemustcompete.Thebarisbeingsethigherandhigheron the Internet, and your site needs to meeta minimum standard of professionalism andgraphicdesign.It’snotaboutbeingexpensive,it’s about being on target. An experiencedprofessional can build you a simple, attractivesite thatspeaks toyourclinic’sposition in themarketplace.Gooddoesn’t have to cost a lot;what is important ischoosingtherightpersonforthejob.

Nowyouhavea“brand”anda“uniquepro-position”foryourclinic.It’stimetogetoutintothepublicarenaandletpeopleknowyouhaveaservicetheycanuse.

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IT ALL ADDS UP

This guide focuses on the communications aspects of building a practice, but, of course, many other factors are involved in creating a financially viable, rewarding practice. Here are a few things to keep in mind.

—Overhead.Keepyouroverheadas lowas reasonablypossiblewhenstartingout. If toomuchof the practice income is going to pay for rent and other overhead expenses, there will be increasing pressureon thepractice togeneratenewpatients—and thatmaybeat theexpenseof the loyal patientbaseyouhaveacquired.Yourpremisesshouldbeprofessionalbutneednotbeglamoroustobe appealingtopatients.Considersharingspacewithanotherpractitionerorstartingoutasanassociate toreducecostsuntilyoubecomebetterknown.

—financial management.Yes,ifyou’dwantedtobeanaccountant,youwouldhavebecomeanaccountant. Instead,youchosetobeachiropractor,butgoodfinancialmanagementisessentialtobuildingasolid practice.Seektheguidanceofafinancialprofessionaltoensurethatyouaremanagingyourincome and expenditures, as well as your taxes and writeoffs. Such guidance can mean the difference betweenthousandsofdollarslostorgained.

—insurance.Insureyourpracticeagainstlosses.Afloodorfireinyourbuildingcancrippleapractice.So canacomputermeltdown.Imaginelosingallyourelectronicpatientrecordsandpatientappointment schedule.Backupyourcomputerfilesdailyandstorethebackupinafireproofboxoroff-site.

—Location.Thelocationofyourpracticecanpromoteor inhibit itsgrowth.Thereisalwaysabalancing act between affordability and visibility. If your practice is in an out-of-the way location, however, withlittleornoparkingnearby,andisnoteasilyaccessiblebypublictransit,youmaywanttoconsider relocating.Loyalpatientswillfollowtheirchiropractor,evenifdoingsorequiresabitofinconvenience, butpotentialnewpatientswillbalanceavarietyoffactorsinmakingachoice.Anaccessiblelocationcan removeabarriertochoosingyourpractice.

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To gain some first-hand insight about what matters to chiropractic patients, The CCA held a focus group with eight patients chosen at random who are regular users of chiropractic. They were asked how they chose their chiropractor, what was important to them on their first visit, what makes their chiropractor the right practitioner for them, what would turn them off, what advice they would give someone looking for a chiropractor and much more. This section includes many of their comments.

Duringthediscussion,anumberofimportantthemesemerged.Atthetopofthelistwascompetence— the practitioner’s ability to accurately diagnose, explain the problem and provide a successfultreatmentprogramwithclearmarkersofprogress.Competencewasclosely integratedwithusers’trustandthedesireforapersonalconnectionwiththeirpractitioner—withbeingseenasawholeperson,notjustacollectionofsymptoms.Trustwasanintuitivefactor:respondentscouldnotexplainwhy,buttheyeachexpressedtheviewthattheycouldtrusttheircurrentDCtoactintheirbestinterestandtotrulycareaboutthem.SomeofthemhadchangedDCsbecause,whilethecompetencefactorwasthere,somethingwasmissingonthetrustside.Asoneofthemsaid,“It’salayingonofhands,andwhentheyknowwhatthey’redoing,yousenseitalmostimmediately.”

Thesepatientsalsovaluedtheirpractitionersbecausetheylistened,explainedandeducated.Aswell,thepatientsvaluedinterdisciplinarydialogueandconnectionbetweentheirhealthcareproviders.Allthesepatientsreferotherpeopletotheirpractitioners.

04CREATING SUPERIOR VALUE FOR YOUR PATIENTS

“It’snotabusiness.Youareadoctor.It

shouldbepatientsfirst,businesssecond.”

“Irefermychiropractortootherpeoplebecauseofhisskilllevel,hischaracter,keepingupwithcurrentknowledge—allthosethingsrolledtogether.I’vegothispagernumberandthat’sapersonalthing—you’renotjustadiagnosis.”

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fiRST iMPReSSiOnS

First impressions count, and a new patientmakes the first impression of you and yourpractice even before walking in the door. Ittakesmorethanyourexpertiseasacliniciantoattract and retainpatients, sopaying attentiontoallaspectsofyourpracticeisimportant.Hereare the things that typically contribute to that“sightunseen”impression:

•YouradvertisementintheYellowPages orcommunitynewspaper.

•Yourwebsite.

•Yourstreet-frontsignage.

•Whatsomeoneelsehassaidabout chiropracticingeneraloryourpractice inparticular.

•Thepotentialpatient’sencounterwithyour staffwhenbookingtheappointment.

PaTienT cOnceRnS

Nowthepatientisintheconsultingroomwithyou, and the most important impressions ofall are made. First, let’s look at some of theconcernsofnewchiropracticpatients.

radiographySomenewpatientsmaybalkatbeingtoldtheyneed a full set of spinal X-rays, most likely attheir own expense. Yes, there are definitelytimes when it is important to insist that apatient have radiography before embarking ona treatment plan. And, of course, treatmentshouldnotcommencewithoutradiographythatyoufeelisnecessary.Butifthereisnopressingclinical need on a first visit — for example,with a patient whose assessment indicatesuncomplicatedmechanicalbackpain—donotinsistonX-rays.Onceyouhaveaddressedthepatient’simmediateconcernandhavewonhisor her confidence, you may wish to introducetheideaofradiographytoassistinaprogramofspinalcare.

“Theofficedoesn’thavetobefancyaslongasit’sclean.Ifit’slow-keybutcozyandfriendly,that’sfine.”

“Whoeverisatthefrontdeskiscritical—it’sthatwholewelcomingthing.”

“It’sthepersonaltouch—everytimeIwalkin,it’s‘HiJim,howareyou?’”

Oncethroughyourdoor,anewpatientmakesfreshimpressionsthatcanworkforyourpracticeoragainstit.Askyourselfthesequestions:

•Isthewaitingroomclean,tidyandinviting? Isprofessionallyproducedinformationon chiropracticcareavailabletopatientswhile theyarewaiting?

•Doesthereceptionistgreetpeoplewarmly andmakethemfeelatease?

•Areappointmenttimesrespected?

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treatmentif…Virtually all Canadians are familiar with anapproach to health care in which they visit ahealth professional, explain the problem, maybesent for testsandthenreceiveadiagnosisand treatment recommendations.They do notexpecttobeaskedtofirstattendahealthtalkorsimilar typeofevent to receiveadiagnosisor treatment from a health care professional.Makingyourdiagnosisandtreatmentofpatientsdependentontheirattendinganeventtheydidnotrequestanddonotwanttoattendwillsendmanyoutthedoor.

“Mychiropractorusesthegreatanalytical skillsthathehas.Hetellsmewhat’swrong,thisiswhatitis,thisishowI’mgoingtofixit—everything’sgoingtobefine—soyougetthecomfort,thereassurance.”

“Istartedbytakingmysonthere—he playedalotofhockeywhenhewasyoungerand washurtinghisback.ThenIwent.Now[thechiropractor]seesprettymuchthewhole family.Thekidshavehadafewaccidents,so[chiropractichas]beenveryhelpfultothem.”

frightandflightScaretacticsmayworksomeof thetime,butthisapproachismorelikelytobackfire.Thebestwaytobuildapatient’sconfidenceistoexplainyourdiagnosisinplainlanguagethatthepatientcan understand and then give reassurance ifyouthinktheproblemcanbetreatedeffectively.Painting a picture of deteriorating health anddisability may frighten some patients intotreatment, but many will opt for a secondopinion and their confidence in you and yourpracticemaybeundermined.

“Mychiropractorlaidoutaplanofaction.Itwasn’tjustgoin,getatreatment,gohomeandbethesame.Therewassomethingwehopedtoachievesowecouldbothseeprogress.Itwasn’tjustthisendlessthinghappening.Theplanwasfantastic.”

allornothingPatients seek health care because they havea personal health problem. Insisting that apatient’s familymustvisityourpracticebeforeyouwilltreattheindividualisnotonlyconsideredunethical byThe CCA, it is also a turnoff forpatients. Once you have built a relationshipwith a patient, opportunities to suggest thatother family members might benefit from aconsultationmayarise.Neverpressure.

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Whenwillitend?Patientswhorequireanddesireregular,ongoingtreatmentmayliketheideaofaprepaidplanthatsavesthemsomemoney— iftheregulatorycollegeinyourprovinceallowsprepaymentforservices.Butpushingalong-term,prepaidplanonnewpatientsorpatientswhohavehadlittleexperienceof thebenefitsofchiropracticis not a good place to start. Remember: theresearchtellsusthatmostCanadiansareverysensitiveaboutprepayingformorethan10visits.Keepthatinmindwhenbuildingarelationshipwithanewpatient.

“Therewasachiropractorthat,whenIfirstwenttohim,hewantedmetosignacontractandIsaidno,I’mnotpreparedtosignacontract.I’minitformyownhealthandwell-being.IwillbearegularpatientandIdotakethisseriously.ButhewantedaretainerupfrontandIsaidnoway.”

“Mywifewaswalkingthroughtheshoppingmallonedayandtheyhadoneofthosebooths,andmywifewentforthefreeassessmentandIthinkshegottreatedtwice.Thesecondtimeshecamehomewitha$1,600planforfourmonthsandIthought,like,you’veonlyseenhertwice.Shedidn’tsigntheplan.Ijustfounditoffensive.”

“Ifyouthinktheyjustkeepmakingyoucomebacktogenerateincome,thatwouldturnyouoff.Noneofusmindspendingmoneyonourhealth,butyoudon’twanttobetakenadvantageof.”

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explainyourexaminationExplain what you are doing and what you arelookingfor.Useprops,suchasamodelspine,toeducateandillustrate.

“Ilikegettinginformationaboutwhat’sgoingon,wheretheparticularproblemisandpro-activethingstopreventinjuryinthefuture.”

“IwelcomealltheinfoIcangetonwhattheproblemis,howitpresentsandwhatIcandoaboutit.”

TiPS fOR neW PaTienT viSiTS

Herearefivetipsthatestablishedpractitionershavesharedformakinganewpatient’sfirstvisitsuccessful, especially with patients who havenotpreviouslyreceivedchiropracticcareorhavehada less thansatisfactoryexperiencewiththeirpreviouspractitioner.

“Thelisteningfactorisimportant.Theyneedtohearwhatyou’resaying,thenanalyzeit.”

“Mychiropractorhasagiftforseeingthewholepicture.Hedoesn’tjustlookatyouasaneckproblemorabackproblem.Hecanlookandtellifyou’vegotaheadachecomingon.Hedoesn’tjustseemeasamedicalproblem,heseesthewholeperson.”

“Thepersonalconnectionisimportant.Youknowtheyknowyou,theyknowaboutyourlifeandwhoyouareasaperson,notjustasacustomeroraclient.You’renotjustadiagnosis.”

askthepatientAs obvious as it may sound, simply askingpatientswhattheythinktheproblemisrightatthe beginning opens the relationship on theirtermsandgetsthingsoffontherightfoot.Also,askpatients:

•Iftheyhavehadprevious experiencewith chiropracticcare.

•Iftheyarenervousabouttheirvisit.

•Iftheyhaveanyparticularconcerns.

•Whattheywanttogetfromtheircare.

explainanadjustmentMany new patients will not know what toexpect.Walk themthroughanadjustment thefirsttimeandprovidereassurance.

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Providetreatmentonthepatient’stermsResearchshowsthatmostpatientsfirstcomeseekingrelieffrompain.Meettheirimmediateneedsbeforetryingtointroducethebenefitsofregularspinalcare.

respectthepatient’sconcernsSome patients may express hesitation abouthavingtheirneckadjusted.Taketheopportunitytoeducate,butdonottryto“win”byconvincingthepatienttohavecervicalmanipulation.Offeralternatives and build trust during subsequentvisits.Gentlyintroducethebenefitsofcervicaladjustmentata laterdate,butbepreparedtobackawayifthepatientisstillnotcomfortablewithit.

“It’sabouttrustandpersonalconnection.”

“Thatcontroversyaboutthewomanwho died—thatmademeabitnervous.”

BepositiveandreassuringPatientswanttohaveconfidenceintheirhealthcareprovider.Listencarefullytowhattheyhavetosay,speak in layperson’s termsandprovidethem with reassurance that, by working withyou,theyshouldstarttofeelbetter.

“Ihadhorribleneckpain.”“Iwasdesperateforrelief.”

“ItwasreliefIwasafter.”

“Ihadacaraccident.”“Iwasinsomuchpainandnobodycouldpinitdown.”

“Iwascomplainingofaches.”

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PaTienTS’ STORieS

Here are stories from three new patientsabout their initial visit to a chiropractor.Theirexperiences can help you ensure a positiveoutcomewithyournewpatients.

Patient1Patient1visitedachiropractorforwhiplashandwas told to wait a week for treatment and tofirstattendaninformationsession.Thepatientwasalso told tobringhiswife to thesession.The patient was upset and felt he was beingpressuredintoattendingtheinformationsessionwhenwhathewantedwastoreceivetreatmentsothathecouldreturntowork.Hewenttothesession,at theendofwhichhewasaskedtosign a treatment contract. He refused andcomplainedtotheprovincialregulatorycollege.

Patient2Patient2wenttoseeanewchiropractorwhohad taken over the practice of the patient’spreviousDC.Thepatientcomplainedoflowbackpain after too much yardwork. The new DCinsistedthatshehaveacompletesetofspinalX-raystaken,eventhoughthepatientprotestedthat she did not think it was necessary andcouldnotaffordit.Thepractitioneralsorequiredthat she attend an information session beforecommencingtreatment.Aftershelefttheoffice,thepatient receivedfivephonecalls from thepracticereceptionistaskingherwhenshewasgoingtogettheX-raystakenandremindingheroftheinformationsession.Patient2neverreturned.

Patient3Patient3wasunfamiliarwithchiropracticcareand made an appointment with a DC for herteenagedaughterontheadviceofafriend.Herdaughtercomplainedofsporadicjointachesandpains,stumblesandfalls.Thefriendthoughtachiropractic consultation might be helpful.TheDCconductedanexaminationandwassensitiveto the self-consciousness common amongteenage girls.The DC was gracious when theteenagerseemeduncomfortablewiththeideaofadjustment,andinsteadrecommendedsomesimpleexercises.Theyhadagoodchataboutthemeritsofdifferenttypesofrunningshoes.TheDCreassuredthemother thatnothingseriouswas wrong with her daughter. The motherreturnedtoseekcareforherselfandcontinuedasaloyalpatient.

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PATIENTS’ ADVICE TO NEW PRACTITIONERS

Eight patients who visit a chiropractor regularly were asked what advice they would give to a new practitioner starting out about how to attract and keep new patients. Here is what they said:

—“Seethepatientasawholeperson—notjustasaneckorbackproblem.”

—“First,beprofessional,caringandattentive.”

—“Don’tprolongtreatment—don’tleavethepatientwonderingifitwilleverend.”

—“Maintainacaring,healingapproach.”

—“Reallytrytointegrateintothecommunityhealthcaresystem.”

—“Educatepeople.”

—“Holdanopenhouse.”

—“Giveseminarsandpresentations.”

—“Hookupwithotherhealthprofessionals.”

—“Communityeducationisreallyimportant.”

—“Haveanauthenticconnectionwithyourpatients.”

—“Buildrelationships.”

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In Dale Carnegie’s classic book How to Win Friends and Influence People, he states that the first principle of success is “becoming genuinely interested in other people.” Think about the simple truth of that statement and its implications: if you take a genuine interest in others, you will become more successful. After all, you know that achieving anything is difficult without the support of others, and who is more likely to help you — a friend or a stranger?

Thoseofyouwhohavereadorlistenedtoprofessionaldevelopmenttapesareprobablyfamiliarwiththeterm“sphereofinfluence.”Thetermreferstopeopleyouknow,suchasfriends,family,patients,staff,classmates,peers,yourbanker,yourlandlord,tenantsinyourbuildingandsoon.Expandingthepeopleinyour“sphereofinfluence”andtakingagenuineinterestinthemisoneofthebestwaystodevelopyourpractice.

Bygettinginvolvedinyourcommunity,youcanreallytargetyourpracticetothepeoplewithwhomyouenjoyspendingtime.Onceyoudecidewhatyourfocusis,youcanthenbegintotargetyouractivitiestoattractthekindofpatientsyouwishtoworkwithandstopwastingenergyon“justgettingpeoplethroughthedoor.”

05CONNECTING WITH YOUR COMMUNITY

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There are agreatmanyways to connectwithyour community and expand your circle ofinfluence. Remember that the choice of achiropractorisachoicetoworkwithaspecificperson.The more people who come to knowyouandwhoviewyouasacaring,competentandinvolvedindividual,thegreaterthenumberofambassadorsyouwillhave.

a PuBLic SeRvice aPPROach

Healthprofessionalshaveauniquerelationshipwiththepublic.Youholdapositionoftrust,andpeoplerelyonyouwhentheyarevulnerable,inpainorgenerallynotwell.Theservicerelationshippeople have with a heath professional is nottypically like the one people might have withanaccountant,lawyerortaxconsultant.Peopleexpecthealthcareprofessionals tocareaboutthem in a way they do not expect from otherprofessionals.

Health care culture in Canada is also unique.Our universal, publicly funded health caresystemmeansCanadianshaveastrongsenseofentitlementtocareand,generallyspeaking,they do not view health care as a financialtransaction. Even though provincial insuranceplansdonotcovermanyhealthcareservices,theprevailingattitudeamongCanadiansisthathealthcareservicesarenotaretailcommodity.

Thisattitudehasimportantimplicationsforthestyle, tone and messaging in health servicescommunications. A public service approachratherthanasalesapproachismoreaccepted.Basically, it’s a question of professional com-municationversusretailmarketing.

The goal of retail marketing is to sell andmoveproduct.Professionalcommunication,onthe other hand, is the promotion of ideas,information, quality, relationships, benefits andoutcomes. While professional communicationuses some retail marketing strategies (e.g.,assessing consumer needs, identifying targetaudiences, developing products or servicesto meet those needs), the primary aimof professional communication is to buildrelationships, educate and assist. It is not toencourageabusinesstransaction.

Thisleadstoanimportantdistinctionbetween“self-promotion” and“public education.” Ofcourse, building a practice requires promotingyourselfandyourclinic,andeducatingthepublicabout chiropractic is important to attractingpatients. Using retail marketing techniques,however,topromoteyourpracticemaysucceedinattractingsomeofthepatientssomeofthetime, but, in the long term, such an approachmay entail a cost to both your credibility andthatoftheprofessionasawhole.

Similarly,scaretacticsandhigh-pressuremethodsthatmasqueradeas“education”mayoffershort-termgainbutlong-termpain.

tip:Getinvolvedfortherightreasons.Ifyougoouttovolunteerwithasportsteamandstarthandingoutbusinesscardsrightawayorspendthetimetalkingaboutyourself,youwillactuallyalienatemorepeoplethanyouwillattract.If,however,peoplesensethatyouaregenuinelyinterestedinthem,theywillbemorereceptivetoyou.

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A public service approach to practice buildingis the most professional and effective oneto use over the long term. Such an approachemphasizes education and the empowermentofthepatientasaparticipantinhisorhercare.Itfocuseslessonthevolumeofpatientsorthenumberoftreatmentsandmoreontheuniqueneedsofeachpatient.Apublicserviceattitudevalues quality over quantity and always putsthe needs of the patient before the needs ofthe practice.Taking this approach may resultinslowergrowthofapractice,butexperienceshows itpaysoff in termsof thestabilityandcredibilityofthepracticeoverthelongterm.

Thischapterprovidesabroadvarietyofideasforconnecting with your community and sharingyour expertise in the spirit of public service.Manyestablishedchiropractorswilltellyouthatdoing so is the best investment of time youcanmake.

iDenTifYing YOuR auDienceS

Effective communication starts with settingclear objectives that establish what you wanttoachieve.Thefirststepinsettingobjectivesistodeterminetheaudienceyouwant to reach.Then you can develop messages that will bemeaningfultothataudience.

Whoisyouraudience?Youmayinstantlyhavethought“everybody”or“thegeneralpublic,”butreachingeveryoneisdifficult.Thinkintermsofspecific target audiences and what will makechiropracticcaremeaningfultoeachofthem.

The trick to identifying your audiences is tothink like a patient. What group of peopleis it, and what is their potential problem oropportunity?Knowingthiswillhelpyoudevelopcommunications that will resonate with themandtheirsituations.

Itisveryimportanttothinkintermsofwhatwillinterest your intended audience. Most peoplearenotinterestedinlearningaboutchiropracticperse,but theymaybe interested in learningabout how to relieve the back pain or joint ormuscle aches they are suffering, or how topreventmusculoskeletalinjuriesiftheirchildrenareactiveinsports.

Rememberthatthemorespecifictheaudienceis,theeasierdevelopingacommunicationsplantoreachitwillbe.Themoregeneraltheaudience,themoredifficult itwill be todecidewhetheraninitiativewillbesuccessful.Tyingyourtargetaudiencetoanobjectivehelpsprovideclarityandfocus. Here are some examples of audiencesyoumighttarget:

Mds — develop interprofessional cooperationandpatientreferralswithlocalpractitioners.

recreationalathletes—educateonpreventingmusculoskeletalinjuriesandimprovingjointandmuscle performance; target golfers, runningclubs or people who engage in any sport thatinterestsyou.

seniors—educateaboutmaintainingmusculo-skeletal health and wellness, management ofarthritispain,andmaintaininggoodposture toavoidfalls.

Parents—educateaboutposturewithrespectto children, kids and backpacks, lifting a child,babiesandcolic.

thegeneralpublic—networkwithmembersof thepublic throughcommunityevents,suchas health fairs, health charity fundraising runsandsoon.

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sedentaryofficeworkers—targetpreventionofrepetitivestraininjury.

factory workers — target safe lifting andpreventionofbackpain.

Whiplashsufferers—educateabouthowtospeedrecovery.

Pregnantwomen—providepreventionstrategiesforbackpain.

homeowners—provideadviceonpreventionofmusculoskeletal injurywhenworking in theyard and garden or when doing householdprojects.

headachesufferers—educateabouttreatmentoptions.

high-frequencytravellers—providepreventiveadvice.

chronicpainsufferers—educateaboutpainreliefoptions.

As you can see, moving beyond“the generalpublic”andidentifyingspecificgroupsofpeopleyou want to reach leads naturally to specificactions you can take.This is a basic buildingblock of marketing communications. Now youcanidentifyspecificactivitiesforreachingeachgroup and expanding awareness of you andyourpractice.

neTWORking

Think of all the people you come into contactwithonaweeklybasis:bankemployees,postalworkers,couriers,secretariesandmanymore.Youaresurroundedbyhundredsofpeople,andeach of them represents an opportunity foryou to share your expertise and expand your

circle of influence. Some contacts may helpyourbusiness,somemaynot,butyou’llneverknow until you try.That printer you had lunchwith lastweekmightdonateservicesforyournextcharityfundraiser;thatcoffeeshopownermightgiveyouadiscountonrefreshmentsforyour women’s health seminars. Networkingworks both ways.You might be able to helpyour bank manager reduce staff sick days byproviding some information on maintainingspinalhealth.Shemightthenintroduceyoutootherbranchmanagers,whosestaffyoucouldhelpeducate.

Getting acquainted with the people in yourcommunitywillyieldmanyrewards.It’sawin-winforeveryone.Herearesomewaysinwhichyoucannetwork.

VolunteeryourservicesOffer your services to a local high schoolor community sports team.Young athletes,whether they play tennis, football, hockey orsoccer, are serious about their sport.You canhelp by offering your expertise. Volunteeringleadstorelationshipsandreferrals.

The many opportunities to provide volunteerservices will expand your network and giveyouacrediblepresenceinthecommunity.Picksomethingthatisgenuinelymeaningfultoyou.Thebenefitswillfollow.

JoinabusinessorganizationorserviceclubManybusinessorprofessionalgroupsprovideexcellent networking opportunities. Look intoyour local chamber of commerce or serviceclubs, such as the Rotary Club.Talk to otherbusiness people and find out what they areinvolved in.The more relationships you buildoncommonground,thegreaterwillbeothers’acceptanceofyouasahealthprofessional.

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shopwhereyouworkYou might be amazed at how many referralsyou receive from people you know who arenot patients but just know you and have agoodimpressionofyou.Gooutofyourwaytointroduceyourself—toyourbankmanager,thestaff at thecoffeeshopandotherpeopleyouencounter.Introduceyourselfandhavealunchmeetingwiththedentists,florists,healthfoodstoreowners,estheticiansandstoreownersinyourarea.

Do not try to solicit business during suchencounters, justgetacquainted.Ifyouneedaplumber, mechanic or other service provider,useoneofyourpatientswhohasthenecessaryskills.Supportinglocalbusinessesandpatientswillleadtothemsupportingyou.

BecomepoliticallyinvolvedBecoming involved politically at either themunicipal, provincial or federal level is agreatwaytoexpandyournetwork.Pickthepartyofyourchoiceandvolunteeryourservices.Evenbetween elections, there are many ways tocontribute.

connectwithyourpeersConsider becoming involved in your provincialchiropractic association. You will find manyopportunities toconnectwithyourpeers,findmentors and soak up a wealth of informationandinsight.Ifthereisalocalchiropracticgroupin your area, consider joining it. Involvementwithyourpeerswillhelpkeepyousharp.

cLinic evenTS

Holdanopenhouseinyourclinicformembersof your community and give a health talk ona specific theme. Make sure your topic is ofinterestand relevance to thepeopleyouwantto attract. Most importantly, hold the talk at atimethatisconvenientforthosepeople.

Promote your open house to your existingpatientsandinvitethemtobringafriendorpasstheinformationalongtopeopletheyknowwhomightbeinterestedinthetopic.Donotforgettoincludeotherhealthprofessionalsinyourneigh-bourhood.Publicizetheopenhousewithposterson community centre information boards andby distributing a flyer through organizations orbusinessesinthevicinityofyourpractice.

tip:Youwillhavethemostlong-termsuccessbyeducatingandprovidinginformation—notbypromotingyourself.Spendingallyourtimehandingoutbusinesscardsandtryingtobookappointmentsmaycounteractallthegoodyouhavedone.Youmayattractafewpatientsrightaway,butinthelongrunyoumaydriveawaymanymore.

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PuBLic DiSPLaYS anD evenTS

Participating in relevant public events is anexcellentwaytonetworkandagoodopportunityto distribute helpful educational materials totargetaudiences.Participationcantakeavarietyofforms,suchasstaffingadisplayorboothatalocalhealthorlifestylefair,sponsoringalocalcharityrunororganizingachiropracticteamtorun in an event.Your community will providemanyopportunitiesforsuchactivities.

Participating in public events is often mostsuccessful when done as a group with yourchiropractic colleagues. Remember, it’s notaboutbookingpatients for thenextday— it’sabouteducating,providingapublicserviceandbuildingaprofessionalimageofchiropractic.

When staffing a booth or display, rememberyouraudienceandthenatureoftheevent.Forexample,ifitisasportingevent,providehand-outs related to sports injuries and prevention.If the audience is seniors, make sure thatthe people staffing the booth or display areknowledgeableaboutissuesrelevanttoseniors,andproviderelevanthandouts.

Avoidblatant self-promotion.Yourparticipationas an expert providing a public service willincreaseyourcredibilityamongthepublic.

organizingaboothordisplayFollowingtheseguidelinewillhelpensurethatyourboothordisplayiseffective: •Useprofessionalsignage, posters andvisuals

•Establishathemerelevanttothevenue.

•Havetake-awaymaterialonhand.

•Locatethedisplayinahigh-trafficarea.

•Havedisplaystaffwearnametags.

•Keeptheboothtidy.

•Ensurethatthedisplayisalwaysstaffed.

•Haveaninteractivefeature,suchas acomputerquizorknowledge-testing questionnairerelevanttothetheme.

•Usevisualaids,suchasamodelspine.

Think about the exhibits you have seen andevents you have attended and what madea good impression on you. Incorporate thatlearning intoyourdisplayorbooth. Ifyouplanto participate regularly in this type of activity,investinaportabledisplayunit.

tip:StephenCovey,authoroftheacclaimedbookThe Seven Habits of Highly Effective People,talksaboutsuccessfulpeoplehavinganattitudeof“plenty”asopposedtoanattitudeof“scarcity.”Anattitudeofplentysays,“Let’sworktogetherbecausethereislotstogoaround,”whileanattitudeofscarcitysays,“Ineedtohoardthisformyselfbecausethereisn’tenoughforeveryone.”Workingtogetherforthebenefitofallisactingonthesuccessfulattitudeofplenty.Thereisplentyofbusinessforeveryone.

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do’sanddon’tsofdisplaysHereareafewtipstohelpmakeyourdisplayasuccess.

SPeaking evenTS

Speaking engagements are a great way toeducate people about chiropractic and raiseyourprofile.Ifyouheldasuccessfulopenhouseorhealthtalkatyourclinic,youmightconsiderbroadening this type of activity and offer it atothervenues.Alittlecreativethinkingmayyielda wide variety of opportunities to fulfill yourpublicservicemission.

If you practise in a neighbourhood with officetowers, choose a topic of interest to officeworkers,suchasergonomics,andgoaroundtothe neighbourhood employers with a flyer forthelunchroombulletinboard.Youmayalsowanttospeaktothehumanresourcesmanagersoflargerbusinessesandaskiftheywouldlikeyoutomakealunchtimepresentationtostaff.

Know your neighbourhood. Does it containretirement homes, daycare centres, or majorretailers, such as grocery chains or homesupplies centres with stocking centres? Findthetopicsthatwillbeofinteresttothepeoplewho liveandworkaroundyou,andbecomeapubliceducator.Itworks!

tip:Positionyourselfasanexpertonatopicofinteresttoyouraudiencetomakechiropracticcarerelevanttothem.Remember:generallyspeaking,mostaudiencesareinterestedinpreventionandself-helpinformationthatisrelevanttotheirspecificsituation.Thinkaboutitthisway:wouldyoucomeoutforatalkonmedicineoroptometry?Probablynot.Similarly,peoplearenotlikelytomaketimeforapresentationonchiropractic,buttheymaybeinterestedintipsforgettingabetternight’ssleep,managingbackpainduringpregnancyorenhancingmuscleandjointfunctioninrelationtosports.

Do—Getcolleaguesinvolved

—Promotethechiropracticprofessionasa whole,ratherthanindividualpractices

—Provideappropriatehandoutsandgive-away materialsfromreputablesources

—Befriendlyandapproachable

—Useopenbodylanguageandactivelistening

—Promoteyoureventinadvance

—DisplayyouraffilliationwithTheCCA

Don’t—Bookappointmentswithpotentialpatients

—Providetreatment

—Offerfreeconsultations

—Makeon-the-spotdiagnoses or conduct screeningtests

—Disparageotherhealththerapies orhealth professionals

—Pressurethepublic

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Hereareafewopportunitiesforpublicspeaking:

•Addressalocalgardeningcluborofferto hostaseminaratalocalgardeningcentre onpreventingbackpainwhenworking intheyard.

•Arrangetalksatlocalsportsclubsor golfcoursesonpreventingandtreating sportsinjuries,andenhancingjoint andmusclefunction.

•Offertoprovidealunch-and-learntalkfor majoremployersinyourarea.Varyyour focusdependingonthetypeofemployee, suchasassemblylineworkers,warehouse workers,sedentaryofficeworkersandsoon.

•Setupapaneloflocalchiropractorsto addresshealthylifestyleissues.Promotethe seminarthroughmembers’offices,orinvite patientstobringafriend.Considerrunning aseminarnoticeinyourcommunitypaper, whereadvertisingisprobablymuchless expensivethaninamajordailynewspaper.

•Seekspeakingopportunitiesatyourlocal businessclubsorchamberofcommerce. Talkaboutstressintheworkplace,proper ergonomicsortheprevalenceofbackpain anditsimpactonemployee health andproductivity.

tip:Whenyouareinthelimelight,youareanambassadorfortheprofession.Takeapublicserviceapproach.Talkaboutwhatmatterstoyouraudience.

•Findoutifyourlocalcommunitycentre offersaseminarseriesandproposetopics ofinteresttocommunitycentreusers.

•Visityourlocalelementaryschoolandoffer togiveapresentationonbackpacksafety.

•Offertoparticipateintheactivityprograms atlocalretirementresidences.Talktoseniors aboutstayingfitintheirelderyearswhen mobilityisoftendecreasedandarthritisand osteoporosisarelimitingfactorsformany.

•Seekoutthewomen’sclubsinyourarea andoffertogiveatalkonposture,stress relieforothertopicsofrelevancetowomen.

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tipsforsuccessfulpublicspeakingHere are some tips for ensuring that yourspeaking engagements are successful andpositionyouasacrediblehealthprofessional:

BerelevanttoyouraudienceHaveagoodideatowhomyouwillbespeaking.Iftheaudiencemembersareofdifferentagesorhavenosinglefactorincommon,ensurethatyourremarkstouchonavarietyofsituationssothattheyarerelevanttothevariousindividualsinthegroup.

Focus on practical self-help and preventioninformation. Arrive early and greet somemembersoftheaudienceastheyarrive.Doingsowillmakeyoumorecomfortableandcreateacaringimpression.

knowtheroomorlocationBe familiar with the place in which you willspeak. Arrive early, walk around the speakingareaandpractiseusingthemicrophoneandanyvisualaids.

knowyourmaterialPractiseyourpresentationbeforehandandgetfeedback on it from friends and colleagues.Make it as relevant and practical as possible—youraudience is lookingtoyouforcredibleinformation and advice on issues that affectthem.Usesimplelanguageandgiveexamplestoillustratepoints.Never“wingit.”

InvolveyouraudiencePose a question and ask for a show of handsfromtheaudience.Askforavolunteerfromtheaudience to help demonstrate a stretch, goodposturalalignmentoranothertip.Invitedialoguethroughout thepresentationand leave timeattheendtomingle.

sticktoyourtimeallocationDonotgooveryour timeallotmentandmakesure to leave time forquestionsandanswers.Long-winded presentations will both incon-venienceandboreyouraudience. Ifquestionsfromtheaudiencearenumerous,wrapuptheformalpartofyourtalkontime,andthenminglewiththemembersoftheaudiencewhowishtoremainafterward.

ProvidehandoutsThe CCA and many provincial associationshavehigh-qualityhandoutsthatyoucangivetopeopleatspeakingevents.Ahandoutservesasareminderofyourpresentation,andreinforcesyourexpertise.

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WOMEN AND HEALTHCARE

Market research tells us that the majority of health care decision makers are women between the ages of �� and ��. Health care practitioners who can meet the needs of women not only are far more likely to increase their patient base among the female population (approxi- mately ��% of all Canadians), but also will probably gain new patients from among the husbands, children and parents of those women.

—Breastfeeding. Hostabreastfeedingworkshoptogetherwithalactationconsultantormidwife.

—healthy pregnancy.Inviteanutritionistorpublichealthnursetoparticipateinapregnancyseminar.

—colic. Focusaworkshoponmotherswithcolickybabies.Invitemotherswhohaveexperiencedthis problemtoparticipateandtosharetheirexperiences.

—Scoliosis. Hostaquestion-and-answerworkshoptoaddressparents’concernsaboutscoliosisinchildren.

—kids and sports injuries. Invite local coaches of popular children’s sports to join you in presenting a workshoponpreventingsports-relatedinjuries.

—Stress relief. Teamupwitharelaxationconsultantorpsychotherapisttogiveaworkshoponde-stressing forbusywomen.

Promotetheworkshopsinyourofficeandthroughfreecommunityservicecalendarsonlocalradioand televisionstations.Asktoputupaposterinstoresorvenuesthatyouraudiencefrequents.Encourage yourworkshoppartnerstojoinyouinpromotingtheseminar.It’sawin-winforeveryone.

Newandexpectantmothersareespeciallyinterestedintheirownandtheirbabies’health.Workingmothersstruggletofindtimefortheirownhealthcareneedswhilejugglingthedemandsofjobandfamily.Olderwomenarefacedwithnewhealthconcernsandnewachesandpains.So,givesomethoughttohowtoreachouttothewomeninyourcommunity.Forexample,considerdevelopingaseriesofmonthlyworkshopsforwomen,possiblyincollaborationwithotherhealthprofessionals,tofurtherexpandyournetworkofrelationships.Herearesomeworkshopideas.

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06PATIENT RETENTION, REACTIVATION AND REFERRALS

The CCA’s market research shows that people seek care when they have a problem and tend to cease care once they are feeling better. The most common reason cited for discontinuing chiropractic care is “the problem got better.” This is a great testament to the effectiveness of chiropractic treatment, but it also poses a challenge to getting patients to return for re-evaluation and maintenance. Even though patients may experience another episode of what troubles them, many will simply tough it out and not get around to visiting you again.

Herearesomemethodsforcreatingloyaltyinnewpatientsandstayingintouchwithpreviouspatients.Thesemethodsrequirelittleorganizationandtime,involvelittlecostandworkoverthelongterm.

five MeThODS fOR cReaTing PaTienT LOYaLTY

1.theWelcomenoteSending a handwritten welcome note to newpatients after their first visit lets them knowyoucare.Ittellsthemthattheymeanmoretoyouthanbeingjustanotherpatient.Yoursmaywellbetheonlywelcomenotetheyhaveeverreceived from a health professional. Includeyour business card and emergency contactinstructions, and simply say that you lookforwardtoseeingthepatientagainatthenextappointment.Acomputerizedletterisfine,butashorthandwrittennoteonyourofficestationaryismoregenuine.

2.thefirstadjustmentfollow-upPhonecallManypatientswillexperience reliefafter theirfirstadjustment,butsomemayhavetemporarydiscomfortorconcerns.Afollow-upphonecallwill ensure that any post-treatment concernsareaddressedandwillencouragethepatienttoreturnforthenextappointment.

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3.thethank-YounoteSend a thank-you note to anyone who refersapatienttoyouroffice.Doingsoisacourtesythatisalwaysappreciatedbutoftenneglected.A simple thank you will also encourage morereferrals. Be careful about gifts because theymay be considered kickbacks. As in so manythings,it’sthethoughtthatcounts.

4.theannualremindercardDentistsandoptometristssendremindercards.Youshould, too.Asimpleannual reminder foraspinalhealthcheckupkeepsyouinmind.Ifapatienthasnotvisitedyouforsometime,heorshewillprobablyhaveexperiencedsomeachesand pains in the interim.A reminder card canpromptthepatienttocomeinagain.

5.thehappyBirthdaygreetingSending a birthday card says you are thinkingof the patient.Almost everyone appreciates abirthdaycard,anditalsoservesasareminderforpatientswhohavenotbeeninforawhile.Asimple“wishingyougoodhealth”message isallthat’sneeded.

BuiLDing ReLaTiOnShiPS WiTh MDS

TheCCAhasdevelopeda two-part,CD-ROM-basedguidetobuildingrelationshipswithMDs.ThisresourceistheresultofresearchconductedbothwithMDswhorefertochiropractors,andwithDCswhohavegoodreferralrelationshipswith MDs.The resource contains a wealth ofadviceandpracticalsupporttoolsforestablishingandbuildingrelationships.Includedare:

•Sampleintroductoryletters.

•Templatereportingforms.

•APowerPointpresentationonchiropractic designedformedicalaudiences.

•Keyresearchpapers.to share •Referencedconditionpapersonmajor indicationsforchiropractic care toshare withMDs.

•Tipsforhandlingsensitivesituations.

The resource is available at no cost andcan be downloaded from the CCA website(www.ccachiro.org). The guides are locatedin the“Members” section of the website.Toaccessit,youwillneedyourCCAIDnumberandyouwillneedtocreateapasswordifyouhavenotalreadydoneso.Helpwitheitherofthesethingsisonlyaclickawayonthewebsite.

To find the guides on the website, click on“Member Resources” on the top navigationbarofthehomepage.Thenchoose“YourGuidetoBuildingDC-MDRelationships”ontheright-handsideofthescreen.

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07ADVERTISING

As a practice-building tool for chiropractors, advertising can be a useful addition to your communications arsenal, but it has its limits. This section explores what advertising can do for your practice, when and where to advertise, and provides a step-by-step approach to help you write and design effective, practice-building advertising.

Regardless of the tips in this chapter, all chiropractic advertising must conform to the advertisingregulationsestablishedbythelicensingauthorityinyourprovince.Someprovincespermittestimonial-styleadvertising,andsomedonot.SomerestrictYellowPagesadvertisingtoonlyaclinicnameandcontactinformationlisting;otherspermitmoredescriptiveadvertising.Beforecreatinganad,checkwithyourprovinciallicensingauthoritytoensurethatyouarefamiliarwiththeguidelinesinyourprovince. aDveRTiSing heaLTh SeRviceS

AdvertisingworksforCokeandNike,butdoesitworkforhealthcarecommunications?Thereisadifferencebetweenmuchofthetraditionalbrand advertising you have been exposed toand the kind of advertising that is effective inpromotingahealthservice.

In the consumer marketplace, advertising isprimarilyusedtosellaproductorservice.Theads you see every day are mostly aimed atmotivating consumers to purchase a productbecauseitisonsale,isnew,isbetterthanotherproducts,orfitstheimageconsumershaveorwanttohaveofthemselves.

These typical selling and motivational propo-sitions, however, generally do not apply tohealth care. Even though people may pay forhealthservices,suchaschiropractic,dentistry,physiotherapyormassagetherapy,peopledonotviewthemassalescommodities.Consequently,a “selling” approach to professional healthservicesadvertisingdoesnotconnectwith theimage the public expects from health careproviders. In fact, it usually diminishes thecredibilityoftheproviderandtheprofession.

Astheexamplesonthefollowingpagesdemon-strate,anunderstated,professionalapproachtoadvertisingyourpracticewillcreatetherighttone.

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This chapter focuses on raising awareness ofa practice through advertising not on generalimage building or awareness raising for theprofessionasawhole.Advertisingisexpensive,andthecostofradioandtelevisionadvertisingis generally out of reach for most individualpractices. Local print media are usually themostaffordableintermsofadvertising,andthischapterwillfocusonsuchprintpublicationsastheYellowPagesandcommunitynewspapers.

WhaT TO exPecT When YOu aDveRTiSe Chiropractic advertising is not a“silver bullet”that will automatically bring customers in thedoororresultinthekindofconsumerresponsethatadvertisinganewsoftdrinkwill.Asoftdrinkpurchase is a casual, spontaneous decision; ahealth care choice is not. Many factors mustconverge before an individual will seek out ahealth care provider. Most importantly, thatperson will not act unless he or she has aproblem,ismotivatedtoaddressitanddecidesthatchiropracticisatreatmentoption.

Advertising is best viewed as one element ofalong-termcommunicationefforttobuildyourpractice, and it must align with all the otheraspectsofyourbusiness.Ifyoutellpeopleyouofferafriendly,family-orientedpractice,butyouroffice isdrearywithouta toyorbook insight,youradvertisingeffortswillnotmatchwhatyouareoffering.

When TO aDveRTiSe

Therearethreemainreasonstoconsiderusingpaidadvertisingtohelpbuildyourpractice:

1.raisingawarenessofyourpracticeAdvertising can increase the visibility of yourpractice and inform potential patients aboutyour services, location and how to reach you.Itisalsoanopportunitytosetyourselfapartbyconveyingacoreideaaboutyourpractice.Thishappensbypromotingthekeymessagesaboutyourpractice,asdiscussed in the“PositioningYour Practice” chapter of this guide. Theimportantthing istodetermineyourcore ideaor“positioning,”describe it inclear termsandreiterateitthroughoutallyourcommunications.

2.PublicizinganeventAdvertisingisaneffectivemethodofinformingthepublicaboutwhereandwhenaneventwilltake place. Often local media will air or printpublicserviceannouncementsatnocostwhenaneventsuchasaseminarorsponsorshipofacharitableeventisopentothepublicandnothingisbeingsold.Sometimes,however,purchasingtheadvertisingspacetopublicizeyoureventorinvolvementisnecessary.

3.raisingawarenessofchiropracticAdvertising that raises awareness of thechiropractic profession and links it to specifichealthissues(suchasbackpain)isanappropriatewaytoinformthepublicaboutchiropracticasatreatmentoption.Thistypeofadvertisingneedstobecraftedcarefullyandisusuallyundertakenbyyournationalandprovincialassociationsonbehalfoftheprofessionasawhole.

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When nOT TO aDveRTiSe

Advertising is effective for certain types ofmessaging,butnotallkinds.Advertisingisnotacrediblemethodfordoingthefollowing.

educatingpeopleaboutchiropracticSeminars, newsletters, magazine articles anddisplay booths are effective ways to educatepeopleaboutchiropractic.Advertisingthatisofan“educational” nature, however, usually failsbecauseadsideallyshouldbebriefandaddresssomethingofimmediateinteresttothereader.Peopledonotreadadsto“learn”aboutasubjectofnopersonalrelevanceintheirlives;theydo,though,respondtoadsthatspeakaboutissuesthat are already on their minds, such as backpainorasportsinjury.

fightingbackUsingadvertisingtocorrectmisconceptionsorclarify issues generally backfires and lessenscredibilityforseveralreasons:

•Manypeoplearealreadyskepticalabout advertising,andthiskindofaddoesnot help.Advertisingconsistentlyrankslow whenpeopleareaskedtorate their most crediblesourceofinformation.

•Suchadvertisingisseenasdefensive.A commonreactiontothistypeofadvertising is,“Nobodywouldbelieve them so they hadtotakeoutanad.”

•Thebestdefenceisagoodoffence.Positive advertisingabouthealthissuesthatpositions chiropracticasaprofessional,credible treatmentoptiondoesmoretoinfluence publicopinionthan trying to “correct” negatives.

talkingaboutsubluxationDiscussingsubluxationissimpleforchiropractorsbut can be confusing for the public. In 1999,the Ontario Chiropractic Association (OCA)testedasubluxationmessageusingatelevisioncommercial developed in consultation withlocal chiropractors and the CommunicationCommittees of the OCA and CCA. Focusgroupswereconductedwithrandomlyselectedmembers of the public during developmentof the ad, before its month-long airing andafterward. The results indicated that notonly was the average viewer confused anddisturbed by the term “subluxation,” butthose who had previously seen a chiropractorrespondednegativelytothemessageaswell.

Here are a few tips to take into considerationwhenpresentingthisconcepttothepublic:

•Mentiontheconceptofsubluxationonly insituationsinwhichyouhaveadequate timetoexplainit,forexample,inaone- on-onediscussionwithanexistingor potentialpatient,orinabrochure.

•Donotusethistermtoattempttoscare peopleintogettingtreatment.

•Keepyourwordssimple.Terminologycan beconfusingtothepublic, so use plain, understandablelanguage.

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WheRe TO aDveRTiSe

The term “advertising” encompasses a greatmanydifferentvehiclesandtools.Whatwillworkforyoudependsprimarilyonwhatyouwanttosayandtowhom.Asastartingpoint,youneedtoestablishwhyyouwanttoadvertise.Thiswillclarify what tactics you should use and whatyoushouldexpectfromtheadvertising.

Forexample,youmightwanttoadvertiseto:

•Informpeoplethatyourofficehasjust openedintheneighbourhood,andinvite peopletoanopenhouse.

•Maintainawarenessofanexistingpractice.

•Publicizeaone-timeeducationalevent.

Thefollowingaresomeofthemostrelevantadvertisingopportunitiesforpracticebuilding.

Yellow Pages Yearly Build awareness of your practice and services

Community Weekly, bi-weekly, monthly Build awareness of your practice and servicesnewspaper Publicize an event

Daily newspaper Daily Build awareness of your practice and services Publicize an event

Flyers Left in community centres, gyms, Publicize an event seniors residences, offices, etc.

Posters Posted in parks, community centres, Publicize an event gyms, seniors residences, etc.

Local magazines Local health, tourism or Build awareness of your practice and services business publications

Whatsizewilltheadbe?Biggerisnotalwaysbetter,but“pagedominant”is good. A general rule for newspaper adsis that they be no smaller than one-quarterofa page; Yellow Pages ads should be one-eighthofapageor larger.Colourcanincreasetheimpactofanadbutusuallycostsmorethanablack-and-whitead.

Whereshouldtheadbeplaced?Adsplacedinthetophalfofthepagearemosteffective. If the newspaper is divided intosections, consider placing your ad in the onethat is most appropriate (e.g., sports section,gardeningsection,women’ssection).Avoidtheclassifiedsection.

Herearesomekeyquestionstoaskyourselfonceyouhavenarroweddownyourlist.

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howmuchwilltheadcost? Costs varydependingon location,publication,adsizeandsoon.Alwayscomparecostsbeforeyouselectthepublication.Investigatehowmanypeoplegetitandwhotheyare(e.g.,peopleover50years,athletes,businesspeople) toensurethat you reach your intended audience. Mostpublications will negotiate a better rate if yourunanadmorethanonce.

howlongandhowoftenshouldtheadrun?Usually, the results of advertising once areunsatisfactory.A sustainedpresence—everymonth or every other month for four to sixmonthsinalocalmonthlymagazine—ismoreeffective.Foraweeklycommunitynewspaper,advertisingonceaweekforseveralweekswouldbeagoodwaytostart.

It is important that you know where you aregoing toadvertisebeforeyoustart todevelopcontentordesignanad.Youwillneedtoknowhowmuchspaceyouhavetoworkwithsoyouknow how much content can fit into the ad.Afterall,thereisnopointinspendingmoneyforcolourpicturesiftheadisinblackandwhiteorifthecontentwillnotfitintoasmallad.

hOW TO WRiTe an effecTive aD

A great deal of research has gone into whatmakesadvertisingeffective—whatworksandwhatdoesn’t.Hereareafewgeneralprinciplesthatapplytocreatingeffectiveadvertising.

focusononeideaPeople are bombarded hourly with unsolicitedadvertising messages. To break through theclutterofinformationandloudretailadvertisingin a Yellow Pages directory or communitynewspaper, an ad should deliver one idea ina compelling manner, with an easy-to-graspmessage. Here’s an example: “Back Pain?ConsiderChiropractic.”Period.Rememberthat

an ad is not a textbook on a subject, nor is itacatalogueofservices.Lookbacktotheworkyoudidinthe“PositioningYourPractice”chapterandbuildonyourstrengths.

focusonthereceiverofthemessage,notthesender.Goodadvertisingfocusesonwhatthereceiverof themessage is interested in, notwhat thesender thinks is important.Chiropractorshavea wealth of information they would like toconvey,butpeoplearemoreinterestedintheirownhealthandwellnessandinfindingasafe,effectivesolutiontotheirproblems.

Forexample,peoplearelesslikelytoreadanaddeclaring,“IntroducingChiropracticTreatment”but are more likely to read one that says,“SufferingfromBackPain?”or“BackPain?WeCanHelp.”

Pickanareaonwhichtofocus,andtrytoturnyour idea into a“heading.” Remember: this isthe core idea that your ad is going to convey,andyouwantittocapturetheattentionofyouraudience.Somakeitaboutyourreaders.

IdentifyandprioritizeyourservicesBeforeyoudoanythingelse,createachecklistoftheuniqueorcompellingfeaturesandbenefitsyourpracticehastooffer,andorganizethembytypeofofferingandorderofpriority.

Featuresarethedetails(e.g.,services,hours)andbenefitsare“whatthosedetailsmeantome”(i.e., the reader). Benefit-oriented advertisingis generally more effective than other typesbecauseitappealstothereader’sself-interest.For example, “Come in early before work” ismore likely to get someone’s attention than“Extendedhours.”Rememberthe“brand”and“uniqueproposition” thatyoucreated foryourclinic inthe“PositioningYourPractice”sectionof this guide, and incorporate that positioningintoyouradvertising.

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Herearesomeexamplesoffeaturesthatcouldbeincludedinanad:

•Specializedstaff(e.g.,massagetherapist, naturopath,acupuncturist)

•Multipractitionerclinic

•Rehabfacilities

•Extendedhours

•Housevisits

•Expertiseinwhiplash/repetitivestrain/ sportsinjuries/arthritisetc.

Herearesomeexamplesofbenefitstoinclude:

•Getbacktodoingwhatyoulove (golf/sports/familyactivities)

•Getcarebeforegoingtowork

•Getbacktowork

•Relievepain

•Increasemobility/flexibility

Next,thinkabouttheadfromthereader’spointof view, and identify any contact or identity-relatedinformationthatmustappearinyourad:

•Clinicname

•Telephonenumber

•WebsiteURL

•Directions/map

•Yourlogoifyouhaveone

•TheCCAlogoorprovincialassociationlogo (Note:Useofeitherlogomustbe accompaniedbytheword“Member.”)

Now come the tough decisions. What willfit? What won’t? If you choose to work withone, a professional designer will help youunderstand how much content is appropriateand design your ad for maximum readabilityandimpact.

usesimple,accessiblelanguageYourpotential customers talk aboutbackpain,joint pain and headaches, not musculoskeletaldisorders.Theytalkaboutwhathurts,notaboutsubluxations. Using technical terms confusespeople,whichcanleadtoskepticism.

keepthemessageshortandsimpleAgoodadhasonemessagethat itdelivers ina succinct, simple manner. If your one idea is“back pain,” focus on it alone. Inform peopleabout your other offerings when they visityour practice. In advertising, wordiness worksagainsteffectiveness.Anadcrammedwithtypeisoftenuninvitingtoread.

MakeyouradfactualHealth services communication must conformtoastandarddifferentfromthatforadvertisingforotherproductsandservices.Healthservicescommunication should have a professional toneand not make unsubstantiated claims. Forexample,“Chiropractichelpsrelievebackpain”isafactualstatementthatcanbebackedupwithscientific evidence and resonates with usersandnon-usersalike.Avoidstating that itcuresorthatitisthe‘only’cureorthatitisthebest.Familiarize yourself with the regulations andguidelinesthatpertaintoadvertisingchiropracticinyourprovincebeforerunninganad.

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MakeitprofessionalIt is important that all chiropractic communi-cations maintain a professional tone andapproach. The language you use plays a bigrole in accomplishing this.When in doubt, erronthesideofcaution:overlyfriendlyor“cute”language,andgimmickssuchascouponshurtthe credibility of the profession and fail toconvey the professional tone appropriate toyoureducationandknowledge.

hOW TO DeSign an effecTive aD

Nowthatyouhaveasenseofwhatyouwanttosay,designyouradandensurethatithasanimpact.Herearea fewgeneralprinciples thatapplytomostadvertising.

thinkaboutthereaderThis tip bears repeating. For every piece ofinformation, image or even colour you select,thinkaboutwhatitwillmeantothereader.Runyourideasbypeoplewhoseopinionsyouvaluetomakesurethatyouarenot“talkingtoyourself”or to those who already know a lot aboutchiropractic. Since your advertising is aimedat building your practice and attracting newusers, it is important thatyouraduse imagesand headings that clarify chiropractic and helpnewcomersconnecttheirneedtoyouroffering.

useaprofessionaldesignerWecanall recognizeagoodad,butthatdoesnot mean we can all design one. Using aprofessionaldesigneristhebestwaytoensurethatyouhaveaqualityad.Youoryourfriend’schildmaybeawhizonthecomputer,butthatpersonmaynotknowhowtousewhitespacetoitsbestadvantage,ortherulesforlegibility,readabilityandflow. Ifyouaregoing tospendmoney to advertise, make the investmentcount and invest up front in the servicesof aprofessionaldesigner.

useareadable,professionaltypefaceSelect one that is easy to read but looksprofessional. Typefaces vary dramatically inlegibility and size, so selecting the one thatwill work the best is difficult.Where your adwill appear — on a poster or in a newspaper,for example—will affect the selectionof thetypefaceanditssize.

Here are someexamplesof poor choices andprofessionalchoices,all12pointinsize.

•Comic sanslooksfriendly, but is not veryprofessional.

•Bermuda LP Squiggle is noticeablebuthardtoread.

•French Scriptmayfeelelegantbut is hardtoreadandold-fashioned.

•Verdanaisareadable,professionalfont.

•Times New Romanistoo.

•Arialisagoodchoice.

As was mentioned in the “PositioningYourPractice”chapter,itisimportanttobeconsistentin your communications so that they all havethesame“feel”andworktogethertobuildyourbusiness.Youwillwanttousethesametype-faceinallyourcommunications.Selectingafontrequirescarefulconsideration,sogettingtheadviceofaprofessionaldesignerisworthwhile.Keepthefollowingguidelinesinmind:

•Avoidusingtoomanytypefaces.Choose twoatmost,oneforheadingsandother importantinformation,andoneforbodycopy.

•Avoidsuperimposingtypeoverimages,as doingsocaninhibitthelegibilityofthepiece.

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selectappropriateimagesAny image (or word or idea, for that matter)that is not going to resonate with the readershould not be in your ad. Effective imageryemphasizes thebenefitsofchiropractic.Whilea realistic imageofaspinemaycommunicate“chiropractic,” many people may find such animage disturbing and intimidating. An imageof someone walking pain-free or receivingtreatmentisprobablymorepersuasive.

Design the content to attract readers.Today,manypeopleskimorscanadsratherthanreadthemthrough,andifyouraddoesnotgetthereader’sattentionimmediately,heorshemoveson.Adswithconfusingcontentordensetypeareoftenseenasrequiringexcessiveeffort.Asimple,straightforwardlayoutthatemphasizesone idea and is easy to read is key. Here aresomeguidelinesformakingyouradeffective:

•Ifthecopyislongerthanoneparagraph, organizetheinformationingroupsanduse subheadingstoindicatethecontentofeach.

•Makethemainheadingbiggerthanother content,andplaceitnearthetopso that itisthefirstthingthereadersees.

•Ensurethattheadcontainsenoughwhite spacesothatthecontentiseasytoread.

Below isaexampleofheadings thatcouldbeusedtoorganizethecontent:

focus of TreatmentarthritisBack and neck PainheadachesSports injuries

hOW iT aLL cOMeS TOgeTheR: exaMPLeS Of effecTive anD ineffecTive aDveRTiSing

You can learn a great deal by studying badand good ads; doing so will help you start tounderstandwhatworksandwhatdoesnot.

The next section contains some concreteexamplesofweakadsandeffectiveones thatwill help you design more effective practice-buildingadvertisingmaterials.Turnthepageforsomeadvertisingmakeovers.

clinic ServiceschiropracticMassage TherapyOrthotics

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111 Main St. 3rd FloorToronto, ON A1A 2B2(111)111-1111

Use chiropractic to correct sub-luxations and

achieve optimal health for life!

Your spine is the highway for your central nervous system. A chiropractor is trained to use a variety of diagnostic methods to examine and treat your spine. Since your nervous system determines how well you feel physically, mentally, and emotionally, many problems you are experiencing may be related to a problem with your spine and nervous system. Chiroprac-tic corrects spinal subluxations that interfere with your health. After chiropractic care your body will be better able to heal itself. This, in turn, aids your body in maintaining optimum health and contributes to your overall wellness. Chiropractors believe in a holistic approach tohealth and healing, and have spearheaded this powerful health care trend in North America. Chiropractic Plus also offers massage therapy, naturopathy and acupuncture.

Member

Typefaceistoosmallanddifficulttoread

Imagerylacksmeaningforlayreaders

Spineimageisoff-putting

Telephonenumberishardtoread

Densecopyisnotinvitingtoreaders

•Threedifferenttypefacesareused•Terminologyisdifficulttounderstand•Adfailstoprovideinformationaboutthebenefitsof servicesorrelatethemtothereader’sproblems

BEFORE” AND “AFTER” ADVERTISING ExAMPLESBefORe chiropractic Plus - community newspaper/Yellow Pages - ¼ page

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Bad Back? Feel Better.

Chiropractic Plus

Chiropractic can help. Chiropractic is a specialized health science that focuses on back pain as well as muscle and joint conditions. We provide tailored treatment to get you back on your feet and to help contribute to your overall health.

Treatment for:

Located right beside the Main St. subway station with convenient, extended clinic hours.

Chiropractic Plus 111 Main St. 3rd floor Toronto, ON A1A 2B2 (111) 111-1111 www.chiropracticplus.ca

Chiropractic Plus offers chiropractic, massage therapy, naturopathy and acupuncture.

Jane Smith, DC Licensed chiropractor since 1991

• back pain • stiff joints • injuries• foot pain• arthritis

MEMBER

Logoisgood

•Easytoread•Clinicidentityisclear—name,logo,headingdescriptions andservicesareintegrated•Conveysadistinctimage

Headlinesandbulletsorganizecontent

Languageisaccessibleandmeaningfultoreaderswith“badbacks”

Typetreatmentisconsistentandlegible

afTeRchiropractic Plus - community newspaper/Yellow Pages - ¼ page

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Chiropractic is a lifestyle choice

that helps you feel better every day.

(*when you sign up for 20 pre-paid sessions)

Extended hours – open late!Call Dr. John!! 222.222.2222222 Doe St., 2nd floorFredericton, NB B1B 2B2

“I love chiropractic, it is part of my training regime and it helps my performance.”

“Chiropractic care made a significant difference in my recovery. One day I could not walk and the day after my first chiropractic treat-ment I was up and moving”

“I am back playing golf thanks to Dr. John.”

Testimonials

First treatment free* • Treats sports injuries • Orthotics • Neck pain •

Back pain • Massage • Individualized programs

Headingisnotaboutreader’sinterestsanddoesnotrelatetotheclinicnameorcoreoffering

Superimposingcontentoverimagemakescontenthardtoread

Multiplemessagesmeanthereaderdoesnotknowwheretolookfirst

Imageofbuildinghaslittlepurpose

Testimonialsdonotaddcredibility;devaluesandalienatesGPs

Logotakesupalotofpage

•“Sales”toneisunprofessional•Busynessofaddetractsfrommessage

BefORe chiropractic Sport and Rehab centre - community newspaper/Yellow Pages - ¼ page

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Chiropractic Sport & Rehab Center222 Doe St. 2nd Floor Fredericton, NB B1B 2B2222-222-2222Open evenings and Saturday mornings

MEMBER

Chiropractic is successfully used by many professional athletes for injury prevention and treatment – it can help you too.

DR. JOHN SABINSKI brings over 20 years of expertise in:

Recover from sports injuries faster.

SPORT & REHAB CENTER

• SPORT INJURIES

• ORTHOTICS

• OPTIMIZING JOINT/MUSCLE FUNCTION

• REHABILITATION

C H I R O P R A C T I CWordmarkisgood

•Layoutincreasesreadability•Clinicidentityisclear—name,logo,headingdescriptionsand servicesareintegrated•Conveysaprofessional,straightforwardimage

Singlefontcommunicatesactivityandprofessionalism

Headingisstrong,shortandtothepoint

Contentspeakstothereader’sinterests

afTeR chiropractic Sport and Rehab centre - community newspaper/Yellow Pages - ¼ page

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Chiropractic Plus can help. Chiropractic is a specialized health science that focuses on back pain as well as muscle and joint conditions. We provide tailored treatment to get you back on your feet and help contribute to your overall health.

Chiropractic Plus offers chiropractic, massage therapy, naturopathy and acupuncture, all available in-clinic.

Located right beside the Main St. subway station with convenient, extended hours.

Chiropractic Plus 111 Main St. 3rd floor Toronto, ON A1A 2B2 111 111-1111 www.chiropracticplus.ca

Jane Smith, D.C.Licensed chiropractor since 1991

Learn how to take care of your back for life in an informative session by Jane Smith, Chiropractor and manager of Chiropractic Plus since 1991.

Free Public Health Seminar

Bad Back? Feel Better.MEMBER

I find Jane’s seminars to be fascinating. They are fun, factualand give me concrete things to

do to improve my health.

123 Main St. Community Centre 2:00 - 2:30 PM Saturday July 25th, 2007

Chiropractic Plus

•Focusonself-helpandpubliceducationisgood•Photoconveysbenefits

Contentspeakstothereader’sinterests

Languageisprofessionalyetaccessible

fLYeR 1full 8 ½ x 11 page

FLYER ExAMPLES

Logoisgood

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Dr. John Sabinski 222-222-2222 222 Doe St, 2nd Floor Fredericton, NB B1B 2B2

Chiropractic is successfully used by many professional athletes for injury prevention and treatment – it can help you too.

Whether you are an athlete, weekend warrior, coach, or just considering getting more active, this seminar is for you! You will learn the: • 5 top stretching errors• 4 top causes of injuries• 3 essential treatments for any injury• 2 signs that it is time to see a health-care professional and more…

Tuesday July 21stFitness Land 123 Doe St..

6:40-7:10 PM

30 minute

Coffee, tea and snacks will be served.

CALL US NOWto book your spot222-222-2222

Learn how to recover from sports injuries faster.

• SPORT INJURIES • ORTHOTICS • OPTIMIZING JOINT/ MUSCLE FUNCTION

• REHABILITATION

DR. JOHN SABINSKI brings over 20 years of expertise in:

MEMBER

SPORT & REHAB CENTER

BROUGHT TO YOU BY THE

C H I R O P R A C T I C

•Focusoneducation,notsales,isclear•Languageisinclusiveandinviting,whilemaintainingaconfident,professionaltone•Layoutincreasesreadability

Singlefontcommunicatesactivityandprofessionalism

Headingisstrong,shortandtothepoint

Contentspeakstothereader’sinterests

fLYeR 2full 8 ½ x 11 page

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do’sanddon’tsofadvertisingFollowingtheguidelinesbelowwillhelpyouimproveyouradvertisingmaterials.

Do—Developclear,simpleheadingssuchas “Backpain?Chiropracticcanhelp.”

—Communicateyourservicesclearly,especially theonesthatareuniquetoyourpracticeor thatpeoplefindthemosthelpful.

—Providecontactinformation.

—Useaconsistentfontandcolourpalette.

—Keepcontentfactual.

—Useaprofessionaltone.

Don’t—Useconfusingtechnicallanguageor“jargon”.

—Trytoeducateyouraudience with too muchinformation.

—Superimposetypeoverimages.

—Useafontthatishardtoread.

—Makeyourcontent so cluttered that it is hardtoread.

—Exaggeratetreatmentclaims (e.g.,“Immediateresults!”)

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TeSTing YOuR aDveRTiSeMenT

Onceyouhavedevelopedyouradvertisingpiece,itisagoodideatocheckwhatpeoplethinkofitbeforeyouhaveitprinted.Askpatients,friends,family,TheCCAoryourprovincialassociationtoreviewyouradvertisement.Hereareafewgoodquestionstoask:

•Whatisthemainmessage?

•Whatdopeoplenoticeorremember from thead;whatstandsout?

•Whatdoestheadwantthereadertodo?

•Isthelanguageunderstandable to the ordinaryperson?

•Isthecontentaccurate?

•Isitprofessional?

cOncLuSiOn

Usedcorrectly,advertisingcanbeapowerfultoolinbuildingyourpractice,butitwillnotmagicallymakepatientsappear.Advertisingneedstobepart of a larger marketing and communicationplanthatusesavarietyoftoolsandtactics,asoutlinedinthisguide.

Ifyoudecidetouseadvertisingasoneofyourcommunicationtactics,rememberthatTheCCAandyourprovincialassociationareheretohelp.

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08PUTTING IT ALL TOGETHER: A PLANNING TEMPLATE

Use this template to map out your practice positioning and communications strategy

PractIcePosItIonIng

Clinic Name

Key Message

Supporting Messages

1.

2.

3.

Benefits

1.

2.

3.

Additional Features

creatIngsuPerIorPatIentValue

Reception Protocols

1.

2.

3.

Patient Education Materials

1.

2.

3.

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PatIentretentIon,reactIVatIonandreferrals

Welcome note

First visit follow-up phone call

Referral thank you

Annual checkup reminder

Birthday card

MdrelatIonshIPs

DC-MD Relationship-Building Toolkit:

Part 1

Part 2

coMMunItYrelatIons

Target Audience Communications Activity

1.

2.

3.

4.

5.

adVertIsIngPlan

Publication Name Size How Often When Cost Core Content

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09PRACTITIONERS SHARE THEIR TIPS

In this section, five practitioners from across the country share what worked for them in building their practices.

dr.camPotterpractisesincambridge,ont.,with his father and brother.the practiceincludesamassagetherapistandareflexo-logist. dr. Potter has a satellite practicewith three massage therapists and anacupuncturistinnearbyayr.

I’m a second-generation chiropractor whograduated in 1996 fromNewYorkChiropracticCollege.Ipractisewithmyfatherandmybrotherin a large town that has a “small town, bluecollar,everyone-knows-everyone”atmosphere.Hereareafewtipsthathaveworkedwellformeinbuildingmypracticeoverthepast10years.

Be cOnfiDenT

Yourpatientsneed toknow that youcanhelpthem. Ialwaysgo into the receptionarea togreetpatients,introducemyselfandbringthemintotheexamroom.Iusuallyengageinsomegeneralbantertotrytoestablishsomecommongroundandgainfurtherinsightintothepatient’shealth. I ask questions to guide the patient’snarrativeandhavefoundthatmostofthetimepatients have a good idea what their problemis,justnoclueonhowtofixit.Oncewehaveadiagnosisfortheirproblem,wediscussourplanof management. In my experience, patients

are very happy and relieved to know whatthe problem is, how it will be corrected andhowlong itwill taketodoso. Ineverdiscussongoing, long-termcare in thefirst fewvisits,and Iencouragemypatientsto takeanactiverole in the management of their health.Thisoftenleadstopatientswhokeepreturningandwhoreferothers.

Take YOuR TiMe

Manylargepatientsurveysreportthatpatientsarehighlysatisfiedwith theirchiropracticcarebecauseitworks;wetakeourtimewiththemand actively listen.This is your patients’ time,and they are choosing to spend their hard-earnedmoneyonyourservices.Ifyourushthemthroughandtreatthemlikeanumber,youwillnoticethatyournumberswillnotgrow.People’shealthissuesoftenstemfromacombinationofemotional, chemical and physical factors, andtheyareeverchanging.Takingyourtimeallowsyou to address your patients’ changing healthdynamic.Respectyourpatients’timebyseeingthem on time. If you expect them to makeappointments,scheduleyourtimeappropriatelysoyourpatientsdonothavetowait.Everyone’stimeisvaluable.

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Make YOuRSeLf avaiLaBLe

Ihaveanon-callnumberthatmypatientsrarelyuse,buttheyreallyappreciateknowingthatIamthereforthem.Ialsohaveregularofficehoursintheevenings,earlymorningsandSaturdays.Patients’ health issues are not confined toMondaytoFriday,9 to5,andtheirownworkschedules are long and hectic. Establishingofficehoursthatmeetyourpatients’needsaddsanotherlevelofservicethatmaysetyouabovetherestandmakeyourclinicadestination.

cOMMunicaTe WiTh OTheR heaLTh PROfeSSiOnaLS

I always send a brief note (with patients’permission) to their MD, physiotherapistor registered massage therapist and havefound the “CCA Guide to Building DC-MDRelationships”averyhelpful template in thatregard.WhenIsendanoteaboutaco-patienttoahealthcareproviderwhohasnotreferredpatients tomebefore, I also includea referralpad the provider can use for future referrals.Communication with other professionals hasgivenmeabroaderpointofview,allowingmetoseechiropracticfromaperspectiveotherthanmine.Ithasbeenvaluablelearning.

keeP On LeaRning

Throughcoursesandseminars,Ihavebeenabletokeepmypracticefreshandenergeticandtoremainfocused.Patientslovetoknowthatyouareconstantlyimprovingandlearningmore.OneofthemostimportantthingsIhavelearnedistorecognize my strengths and weaknesses andto refer the patient to another provider whenneeded.This means putting aside your ego inthebestinterestofyourpatient.

ShOP WheRe YOu WORk

Itstandstoreasonthatmostpeoplechoosetheirchiropractoronthebasisoflocation,convenienceanddirectreferral. Iamalwaysamazedbythenumberof referrals I receive from thestaff atthe local bank, thedoughnut shopandsoon,andoftenfrompeoplewhoarenotpatientsbutjustknowme.Igooutofmywaytointroducemyself,butInevertrytosolicitbusiness.IfIaminneedofaplumberormechanic,forexample,Ialwaysusetheservicesofoneofmypatients.If you support local businesses and patients,theywillsupportyou.Wheninvolvedineventsoutside of my office, I have had the mostsuccessbyeducatingandprovidinginformation,notbypromotingmyself.Spendingallyourtimehandingoutbusinesscardsandtryingtobookappointmentscounteractsallthegoodthatyoumayhavedone.Youmayattractafewpatientsright now, but in the long run you drive manymoreaway.

ReMeMBeR: YOuR RePuTaTiOn iS eveRYThing

Treat your patients and staff with respect,professionalismandcompassion,andtheywilltelltheirfriends,familyandco-workerswhatagreatchiropractoryouare.Itisaslowprocessto develop a good reputation and foster theconfidenceandrespectofyourcommunity.Asthese grow, so does your practice, creating astrongfoundationofreferringpatients.Gettinginvolved in cheesy, unprofessional businesspractices makes you look like the used carsalesmanof the health care industry. If yourfocusbecomessellingchiropractictothemassesandclosingthedeal,youwillfindthatyouwillhavetoworkharderandemploymoregimmickstogetbodiesinthedoor.Lettheresultsofanadjustmentspeakforyou,andgreatthingswillhappen.Wehavetorealizethatwearehealth

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careprofessionalsfirstandbusinessownersadistantsecond.WhenIfirststartedinpracticeIwas told“weare in thebusinessof helpingpeople, referrals are thegreatest compliment,andmoneyisjusttheby-product.”

have fun!

Theroadtoasuccessfulpracticeislongwithalotofbumps.Trynottofocusonthedifficultiesbecausetheywillwearyoudown.Focusonthesuccesses,nomatterhowsmall.Thesuccessesin your practice should not be limited to yourpersonalorprofessionalgoalsbut,rather,shouldincludethesuccessesofyourpatients.Successis contagious. If you act, think and appreciatesuccess,therewillbenoshortageofitinyourlife.

dr. hugh armstrong practises in estevan,sask., and is an associate with two otherpractitioners, having recently sold hispractice after 33 years. during his career,dr. armstrong has served the professiononnumerousboards,committeesandtaskforces. he is currently vice-chair of thecanadianchiropracticexaminingBoard.

I was influenced to enter the profession by avery positive experience with a chiropractorin small town Saskatchewan. This was myintroductionto33yearsofhavingfunatwork.Recently, I sold my practice and am now theassociateoftwoveryfinepractitioners.Ihavecut back on clinic hours but fill my time withcontinuedinvolvementintheprofessionatbothaprovincialandnationallevel.

As a veteran practitioner on the prairie in asmaller town setting, I am sometimes askedwhat it is that has made what one calls a“success”inmypractice.

Therearenosecretstoestablishingasuccessfulpractice.Ittakestime,hardworkandintegrity.Ithinkthefirstthreeyearsofapracticearethemost critical to a new practitioner. Increasedcompetitionforthehealthcaredollar,increasednumbers of chiropractors, increased start-upcosts and heavy educational debts make itvery difficult for new practitioners to pay theexpenses,letalonehaveanythingleftover.

Addtothisthefactthatnewchiropractorsdonothavethebenefitofthemanysourcesofpatientreferralthatnewmedicaldoctorshave.Andwelack the guidance and mentoring that medicalinternsreceive,suchastheclinicalexperienceandbusinessskilldevelopmenttheyreceiveintheir residencies and various group practices.Consequently,Irecommendgoingintopracticewith an established DC for the first couple ofyears.Youwillhaveamentortogiveyousomehelpwhenyoumessup,asyoumostcertainlywillinsomeformorother,andyouwilllearnalotaboutrunningandbuildingapractice.

Be ecOnOMicaL

One cardinal rule of starting practice is, be aseconomicalaspossible.Startsmall;youcanalwaysexpandonceyouhaveasteadypatientbase.

Time is required to develop a practice andestablish financial stability. There are somepractice management gurus and some un-scrupulousfieldpractitionerswhowill preyonnew graduates. Having a good understandingof the basics in finances and economics canpreventalotofproblemsandcostlymistakes.

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Be hOneST WiTh YOuRSeLf

Successisrelative.Doesonemeasureitindollarsor satisfaction in life? Certainly a respectableincomemakesformoresatisfaction,butenjoy-ing what you are doing and balancing yourpractice with family and personal interests isalsovery important. I amoftenguidedby thisquote, which is pasted on my desk at work:“There is little difference in people. But thatlittle difference makes a big difference. Thatlittledifferenceisattitude.Thebigdifferenceiswhether it ispositiveornegative.”W.C.Stonehelps tokeepmebalancedanddeterminemyapproachtoeverydaymatters.

Success in practice requires that you mustbe honest — with your patients, with yourprofession and with yourself. Don’t sell yourethicsandmoralsforafastbuck!

cOnSiDeR YOuR fROnT Office an aSSeT

Within thepracticeyourmostvaluableasset isa good front office.You cannot have grumpy,discourteous people answering your phone,moving patients through the waiting room andbillingprocessorescortingthemtoyourtreat-ment rooms.We have been fortunate enoughalwaystohavehadveryloyalandpleasantfrontofficepersonnel.Turnoverinthepart-timestaffseems to be unavoidable, but the main officemanagerandfull-timestaffhavebeenwithusforyears.Theygettoknowthepatientsandtheirfamilies, and this makes for pleasant, smoothinitialcontactandgoodpatientrelations.

vaLue cOMMunicaTiOn

Communication with your patients is moreimportant than the quality of the treatmentprovided.You may have the best proceduresfortreatmentbut,ifyoufailtoestablishagoodrapportwithyourpatients,youwillnotseethembackinyourofficeforanewcomplaint.Besides,agoodcommunicatorwillpickupmanyofthepsychosocial issues that may be affecting theresponse to treatment. This takes time andcannotbedoneifyoutrytopackpatientsintoafewhoursadaysothatyoucangogolfing.

BuiLD ReLaTiOnShiPS

Therearetimeswhenyouarenottheanswertoapatient’sneeds.Recognizingthisandreferringthesepatientstoanotherhealthprofessionalwillinsureahappy,loyalpatient.Itisneitherethicalnor honest to keep these people returningwhenresultsare ineffective.Youwillgetmorereferrals frompatientswhohavebeen treatedsuccessfully,orfromotherhealthprofessionalsyouhave referred them to, thanyouwill frompatients who quit coming because they werenotgettinghelpfromyouandhadtoseekthatreferralthemselves.Besides,asignofsuccessis repeatpatients,notnecessarily thenumberofnewpatients.Overmy33yearsinpractice,the patients with whom I have had the leastsuccess and referred out, or have seen onlyonceandinwhomIhavediagnosedaconditionpreviously missed, have often been my bestadvertisementsandsourcesofnewpatients.Inowcommonlyseethethirdorfourthgenerationof these families, aswell as thegrandparentswhofirstcametome.

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Establishagoodrelationshipwithotherhealthprofessionals—MDs,physiotherapists,dentists,optometrists and so on.You will need theserelationshipsifyouaredoingproperdiagnosticworkups on your patients. Regardless of yourtreatment philosophy, you can never be allthingstoallpeople.Drugsareapartofmodern-dayhealthcare.Youcannothelpsomeonegetoveranacuteosteomyelitiswithouttheuseofantibiotics.You will get a quicker diagnosis ifyoususpectadetachedretinaandcangetthatpatienttoanoptometristwhohastheequipmentto diagnose this and fast track that person totheappropriatecare.Yourpatientswillrecognizethiscollaborationandfeelreassuredbyit.

keeP gROWing

StaycurrentbyattendingCEsessions,readingandlearningasyoupractise.Rarelyadaygoesby that I don’t reference some text or articlethatmayrefreshmeonaspecificdiagnosisortreatmentapproach.HoursspentonCEdonotnecessarilymeanclinicalcompetency,but it isonewaytoaccesssomeoftherecentupdatesincare.Patientsaremuchmoreknowledgeabletoday. They have access to the Internet andwilloftenhavequestionsthat, ifnotansweredcorrectly,canproveembarrassing.

Learnsomepharmacology.Drugsareprescribednow more than ever. There are numerousside effects and interactions that present asmusculoskeletal problems (i.e., statins). Byrecognizing these, you can help your patientmore than all the chiropractic treatments youcangive.

So, to sum it up, hard work, a good financialgrounding, honesty to your patients, yourprofession and yourself, good communication

skills,goodfrontofficepeople,agoodnetworkof health professionals to assist you andcontinuing to learn every day should help youtosucceedinpractice.Plusalittleluck!

david Millar practises in regina, sask. hebeganhiscareer28yearsagoinsaskatoon.he has worked in private practice, as aconsultant chiropractor to a multidiscipli-naryteaminalargerehabilitationhospitalinregina,asaconsultantchiropractorataphysiotherapyclinicandasthechiropracticconsultant to the Medical services Branchof the department of health, governmentofsaskatchewan.

WhenIwasstudyingattheCanadianMemorialChiropractic College, one of my favouriteprofessors suggested that we maintain a“gem” book throughout our years in practice.Unfortunately, I did not heed his sage advice,butIhaveaccumulatedseveralgemsthatIthinkcan help young chiropractors achieve somemeasureofsuccessintheirpractices.

ReMeMBeR: eDucaTiOn iS a Life-LOng JOuRneY

Youreducationatchiropracticcollegeisjustthefirststeponalife-longquestforknowledge.Ifyoueverfeelthatyouhavealltheanswers,Iwouldsuggestthatyouhavestoppedrecognizingthequestions.Begintobroadenyoureducationassoonasyougraduateandkeepuptheeducationalprocess throughout your professional career.Attend chiropractic seminars and conferences,but also attend multidisciplinary conferencesthatincludeyourcolleaguesfromtheworldsofmedicineandphysiotherapy.Theseeventscanbeilluminatingandopenyoureyestomanynewandvariedtreatmenttechniques.

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Be cauTiOuS

Donot feel compelled tomanipulateor treat apatient on the first visit. It seems that chiro-practors often have a compulsion to treat. Iknow I certainly felt that 25 or 30 years ago.However,theyearshavetaughtmetobemorecautious with treatment. Be especially vigilantif the patient has a headache that is differentfrom previous headaches or isdescribedasverysevere.Donotbeafraidtomonitorthepatientfor a day or two without treating. Also, neverbe afraid to refer a patient when you do notunderstandthesourceofaproblem.TheverybestreferringpatientIhaveseenovermycareerwasa woman I referred for an orthopedic appoint-mentaftermyinitialassessment.Shewasverygratefulforthisactionandrespondedwithmanyreferralsoverseveralyearsuntilherdeath.

Be PaTienT

One of the things I have learned doing teamassessments of people who may or may nothavehadchiropracticcareinthepastisthatthegeneralpublichasasignificant fearofcervicaladjustment. It is important forchiropractors torecognize this fear and not be reticent to notadjust a cervical spine. I have introduced themobilizationtechniquesofJandaandotherstomypracticeandhave found thatmanypeoplewhoareafraidof cervical adjustment respondveryfavourablytothistypeoftreatment.

Be patient. If you do not get the result youwant on the first visit, see the patient again.Things may go much better on a subsequentvisit. Remember that you do not always needa“release” toachievesuccesswithapatient.WhenIfirstbeganpractisinginSaskatoon,therewasachiropractorwhohadbeenpractisingfor62 years. At one of our monthly chiropracticsociety meetings, he related that it took himabout59yearsinpracticetolearnthatyoudid

notneedapalpableoraudiblereleasetoachieveyourgoalswithapatient!

Another mentor suggested early on that youwant“anironfistinavelvetglove.”Dowhatisnecessarybutbecautioustonottreatpatientstoo aggressively. Always remember theHippocraticoath,“Aboveall,donoharm.”

Another gem from a prof so many years ago:never assess or treat a patient if you are ina hurry. If you are running late and have anengagementoutsideof theoffice,donot seeapatientwhodropsintotheofficeorthatlastnewpatientwhocallslateintheday.Youmustalwaysgiveyourfullattentiontoeachandeverypatient. Also be cautious when seeing newpatientsoutsideofyournormalofficehours.

aDOPT “hOneSTY” aS a ManTRa

While“location,location,location”isthemantrain real estate, “honesty, honesty, honesty”shouldbethemantraofthechiropracticpractice.Always be honest in your practice. Don’t beafraid to say that you don’t know somethingif that is the case. Always keep the patient’swelfareintheforefrontwhenmakingdecisions.Treatment must always be recommended forthe therapeutic benefit of the patient, not thefinancialbenefitofthetreatingpractitioner!

Be active in your community and rememberthat you are representing yourself and yourprofession in all of your activities in public.Communityinvolvementwillnotonlyhelpbuildyour practice but will enhance your personalwell-being. The YMCA guiding principle of“Body, Mind, Spirit” should be the guidingprinciple of every chiropractor’s life. It shouldprovidedirectionforyourowngrowth,develop-mentandwell-being.

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MeaSuRing SucceSS

Success is not a destination, but rather ajourney. Success can be measured in manyways: the number of patients one sees in aday,thenumberofcarsinthedrivewayorthenumberofexoticvacationsonetakesinayear.The true measure of success is the legacyyou leave behind. Steven Covey, author ofThe Seven Habits of Highly Successful Peopleseries,suggeststhatmostpeoplewouldwanttheireulogytoreflectapositiveimageofthem.Hegoesasfarastosuggestthatpeoplewritetheir eulogy themselves the way they wouldliketoberemembered,andthenproceedtolivetheirlifeinaccordancewithit.Thewayyouliveyour personal and professional life is the onlyimportantlegacyyouhave.Ittakesyearstobuilda professional reputation but mere momentsto shatter that reputation. It is very difficultto rebuild your professional reputation in thecommunity.Alwaysconsider yourprofessionalreputation and integrity in the decisions youmakeeveryday.

Chiropracticisaveryenjoyablecareerandprovidesmanyopportunities forpositive interactionwithyourpatients.Remembertohavefuninpractice!

dr.Briane.leckerspreadshistimebetweenhis three practices inWinnipeg, nivervilleandthechurchillregionalhealthauthorityhospitalinchurchill,Man.heisarecipientoftheccaawardofMerit.

Coming from a family of optometrists, myjourneyintothehealthcarefieldtookadifferenttwist, so to speak. Because I had no interestinfollowinginthefootstepsofmygreat-uncle,father,uncleandbrother,andhadhadapositiveexperience with chiropractic treatment for averysoreneck,mygoalwasset.Afterentering

theCanadianMemorialChiropracticCollege inthefallof1974andgraduatingin1978,Ibeganmy journey tobuild anethical and sustainablepractice.WhenIlookbackonthepast27years,IoftenwonderhowIputthingstogether.Whatdoes it take to succeed in practice? Here aresometipsthathaveworkedforme.

MenTORS

Priortoventuringoutonmyown,Iassociatedwithawell-respectedchiropractorwhohadyearsofexperience.Iwatchedhimwithhispatients,sawhowheranhispracticeandbusiness,and,above all, listened to his words of wisdom. Irememberbeingtoldthatagoodpracticeisnotnecessarilybuiltonthenumberofnewpatientsyou see, but rather by retaining the patientsyouhave. Inessence, thinkofeachpatientasan investment. If it’s a good investment, yourpractice will grow andnew patientswill enteryourdoorinanaturalprogression.

OveRheaD

What good is serving a growing group ofpatients if everything you earn goes towardyour expenses? When I ventured out on myown 19 years ago with another practitioner,we purchased a house and converted it intoanoffice.Werunindependentpractices,sharecommon overhead and cover for each otherduringvacations.Evenwiththeescalatingcostsof running a practice, we are now mortgagefreeandeachofushasmanaged tokeepouroverheadlowbysharingthecosts.

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DiveRSificaTiOn

Diversifying your practice will keep you freshand enthusiastic. While associating with anestablishedchiropractorduringmyinitialsevenyears inpractice,Isetupasatelliteofficeinasmalltowninthesecondyear.Ihavemaintainedthispractice twohalf-days aweek, sharinganofficewithanotherhealthcarepractitioner.Fiveyearsago,Iaddedathirdoffice(whereIspendtwotothreedayspermonth)inahospitalsettingontheshoresofHudsonBayinChurchill.Asidefrom having a general neuro-musculoskeletalchiropractic practice, I took an interest inmedico-legal work and became involved indoing third-party chiropractic examinations forthe insurance and legal communities, alongwithcasereviewsfortheCanadianChiropracticProtective Association. Over the years I havealsoworkedwithnumerousathletes,especiallythose involved in the sport of rhythmicgymnastics.In2002,Ireceivedmycertificationinacupuncture,whichhasbeenamosthelpfuladdition to my practice, especially since Ihave been able to broaden my knowledge bycontinuing with further courses. Essentially, ifoneareaofpracticeorinterestisslow,anotherisinvariablybusy.

PaPeRWORk

While we all tend to get bogged down withpaperwork,Irecommendthatyoulearntohateitsomuchthatyoudoittogetitoutoftheway.Asoneofmymentorsstated tomeearlyon,“Paperworkismoney,itpaysyourbills.Doit!”Procrastination on your paperwork is directlyproportional to not receiving payment fromworkers’ compensation and other third-partypayers. As well, doing paperwork promptlyeliminatesconfrontationwithpatientswhoaredepending on you to submit claims on theirbehalf.Itisastressthatyoudonotneed.

ReSPecT

Always remember that a patient’s time is asvaluableandimportantasyours.Itrytoworkascloselyaspossibletothescheduleinmyappoint-mentbook.Patientsreallyappreciateit,andthatbuildsloyalty.Youknowwherethatleads—toreturnappointmentsandnewpatientreferrals.

SecOnD OPiniOnS

Ifpatientswantasecondopinion,supportthemand initiategetting it.Theyaregoing toobtainthatopinionregardless!Bybeingproactive,youmaintainyourrelationshipwithyourpatients.So,whenindoubt,referout.Iusuallyreferpatients,withanote,directlybacktotheirfamilyphysicianortoagroupofsportsmedicinephysicianswithwhom Ihaveagoodworking relationship.Youneverloseapatientbyreferring.Onthecontrary,yourimageasahealthcarepractitionerisonlyenhanced.

Being YOuRSeLf

Letthetoneofyourofficereflectyourpersonality.Patientspickuponwhatisrealandsincereandwhatisnot.

eDucaTiOn

Continuetoreadandlearn.Befamiliarwiththerelevantjournalsandhealthtopics.Yourpatientsarereadingmoreandmore,soyouneedtokeepup.Considerenhancing your skills by taking afellowship or certification program such as inradiology,orthopedics,pediatrics,acupuncture,A.R.T.andsoon.

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ThingS TO avOiD

There are a number of tactics I have avoidedinbuildingmypracticebecause I donot thinkthattheyareethicalorworkoverthelongterm.Hangingoutinmallsandperformingunreliabletestsoninquisitiveshoppersismoreconsistentwith the old snake-oil salesmen of yesteryearthan a professional. Unfortunately, we haveschools of thought that employ scare tacticsand promote long-term prepayment contractsand unnecessary care, with no respect forthe therapeutic effect offered by adjustment.Anyonecanlearntodoanadjustment.Theskillis tonotonlyknowwhen toadminister itandwheretoapplyit,but,mostimportant,toknowwhennotto!

None of us like going to a car mechanic whocannotfindwhat’swrongyetkeepsuscomingbackandkeepschargingforunnecessarypartsand labour.This isnodifferent frompromotinglong-term unnecessary care that seems tocorrespondtoaninabilitytofindthesubluxationor fixation, failure to correct it and inability toleave it alone. This is a consumer’s world. Iwantanhonestmechanicwhocanpinpointtheproblem and fix it with as little downtime aspossible.Ourpatientsexpectthesame.Ihaveseen too many patients who were reluctantever to see a chiropractor again because ofquestionablepracticemanagementtactics.Thisisnottosaythatallpracticemanagementfirmsareunethical.Onthecontrary;but,likeanything,youmustdecidewhat is practical andethical,andfilteroutwhat isnot.Thequestion toaskyourself in such situations is simple: is this inthebest interestofmypatient,myprofessionand my practice? It is helpful to periodicallyreviewtheCCACodeofConduct,which isanexcellentguide.

Inanutshell,mymessagetothosestartingoutin practice is this: learn from the profession’spast,becurrentwiththepresentandcontinuetostudyandlearnintothefuture.

dr.shelley-annesjonger-appletonpractisesin fall river, n.s. she has been in solopractice for seven years in a clinic sheownsandoperates.therearetwomassagetherapistsinherclinic,andshehiredanewgraduate as an associate. she is a past-presidentofthecouncilofthenovascotiacollegeofchiropractors.

There isnosilverbullet,magic recipeorquicktrick for developing a successful chiropracticpractice, but, through trial and error I haveestablished some principles that have workedforme.Iampleasedtohavetheopportunitytosharethem.Ithasbeenmyexperiencethatalltherewardsofasuccessfulpracticefollowwhenyourgenuineconcernisforyourpatient,whenyoutreateachoneasifheorshewereyouronlypatientandwhenyourpassion forchiropracticshinesthroughyouractions.Herearesomeofthepracticalthingsthathaveworkedformeinmypractice.

PaTienT cOMMunicaTiOn

In my practice, communication starts withmy initial contactwithanewpatient. I alwaysintroduce myself as Dr. Appleton and conveyconfidence when taking the patient’s historyand conducting the physical exam. Your self-assuranceduringapatient’sfirstvisittranslatesintocomfortforthepatient.Ifyouarenervous,fumble through your exam or are tentative

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when adjusting, the patient can sense youruneasiness. It is important that you reinforcepatients’ decision in choosing chiropractic fortheir health care by relaying your confidencethroughyourbehaviour.

Aswellasensuringthatpatientsrespectyouasdoctor, it isequallyimportanttomakepatientsfeel that theycan relate toyouonsome levelpersonally. In my experience, your ability tocommunicate on a common level (about theweather,children,pets,currentevents,sports,communityinvolvement,thepatient’sjob,etc.)helps to reduce patients’ anxiety and oftengives you insight into other potential issuesregardingtheirhealth.Oneofmyfirstquestionstopatientsis,“Doyouhaveanyconcernsaboutchiropractic? or “Are you nervous about yourvisit today?”This is especially important witha patient who has never visited a chiropractorbefore, does not know what to expect andmayhavefearsaboutadjustment.Ialsoalwaysask,“What do you think is wrong with you?”Itisamazinghowthesequestionsimmediatelybreakdownbarriersforpatients.

PaTienT eDucaTiOn

Patienteducationisequallyimportanttobuildinga relationship. I use a variety of chiropracticeducational tools in my office such as videos,plasticmodels (ofspines,spinaldegeneration,vertebralsegments),andanatomicalandnervecharts.Iencouragepatientstoholdthemodelsand help them understand what chiropracticcareisandhowitrelatestothem.

Education follows my patients out the door.They receive take-home information after thefirstandsecondvisits,includinganinformationsheetthatcontainsfrequentlyaskedquestionsaboutwhattoexpectafterthefirstadjustment,do’s and don’ts (this information has beensetup in suchamanner that I can circle theappropriateinstructionsdependingonpatients’circumstances), and some basic copingmechanismstouseathome(icinginstructions,basicstretches,sleepingpostures,etc.),aswellashowtoget intouchwithmeifnecessary.Ihavefoundthatthisinformationanswersmanyquestions patients may have in advance andalsohelpstoeaseanyanxietyorfearsaftertheyleavemyoffice.Ialsoensurethatpatientshaveagoodunderstandingofwhatmyexpectationsare for them as a patient and what they canexpectduringtheircare.

PaTienT chOice

I always give my patients choices about howthey wish to proceed through their care.Some patients are simply there for relief careand, although I express my recommendationsregarding wellness care when appropriate, Inever push or try to force my patients into acareregimetheymaynotwant,bereadyfororneed. Inmyexperience, thosewho initiallydonot choose to receive care on a regular basisgenerally return following a second or thirdepisodeofthesameproblem.Chiropracticisanindividual health care choice, andempoweringthepatientwith information ismuchbetter, inmyopinion,thanahardsellorfeartacticsthatcreateanegativeimpressionoftheprofession.Focusingoneachpatient’sneedsandcomfort

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level (not my practice needs) has resulted inmany faithful patients who continue to returnwhen they need to do so. Their satisfactionhas,inturn,ledthemtoreferothers.Andsoapracticebuilds,onepatientatatime.

cOMMunicaTiOn WiTh MDS

In the spirit of interprofessional relationshipbuilding,withthepatient’spermission,Ialwayscorrespond with every patient’s MD (whethertheyhavebeenreferredornot) intheformofa brief letter.This has served as an effectivepractice-buildingtoolforme,asIhaveformedmanyreciprocalrelationshipswithotherhealthprofessionalsinmycommunity.

To conclude, there is no question that thereality of daily practice can be frustrating anddishearteningattimes,andIcertainlydon’twanttoportraychiropracticasaneasystreet. Icantellyouthatoneofthegreatestdiscoveriesinmylifehasbeenunderstandingtheimportanceof inner success, which translates to outersuccess.To achieve this, I have worked onconstantpersonalgrowthanddevelopment,stayed involvedwith theprofessionand liveahealthyandbalancedlifestyle.Yourcontentmentandhappinessradiatetoyourpatients,andthisisthetruemeasureofsuccess!

dr.denisMarcotte isasolepractitioner ingatineau,Quebec.dr.Marcottehasbeeninpractice22yearsandisassistedinhisclinicbyhiswife.

For me, success in practice is a matterof maintaining a balance on three fronts:professional,personal,andfinancial.

give 100%

Ontheprofessionalfront,myadvice istogive100%toyourpatientsatalltimes.Thatincludesstayingcurrentwiththelatestinthechiropracticfield.Itakeapproximatelyfourseminarsayeartoimprovemyskills,repositionmyselfandenjoythecamaraderieof fellowchiropractors. InmypracticeIhavechosentosticktowhat Iknowbest–adjusting–andIreferpatientswhentheyneed physiotherapy, acupuncture massage ormedicalcare.Aspartofmygoaltomaintainabalancedlife,Ichoosetowork30hoursaweek,spreadoverfourdays.

eDucaTe

Ihavebeeninpracticefor22years,butIdon’tdoanyadvertising.Idogiveeducationalhealthclassesevery twoweeks tokeepmypatientsbetter informed and current patients are aregular source of referral for new patients. Ibelieveyourenthusiasmforyourprofessionandyourpatients isalsoan importantfactor inthesuccessofyourclinic.Therightattitudeisabigasset.

TeaMWORk

Teamwork with your assistants is also crucialto a smoothly operating office. Proper timemanagementbytheassistantsleavesyoufreeto focus on treating patients and building arelationship with them. Invest in training yourassistantsandexpressingappreciationfortheirwork.Theyareyourbestallies.

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Onthepersonalfront,Ibelievethatwhatisonthe inside shows on the outside. I take goodcareofmyownhealthandImaketimetoenjoymyfamilyandfriends,andgetthemostoflife.My wife and I work as a team. She runs theclinicforabouteighthoursaweek,whichgivesher time to manage the family and contributetoeveryone’ssuccess.Weallplayfamilysportsandengageinanumberof individualactivitiesaswell.

PaY DOWn DeBT

On the financial front, my approach has beensimple.Myadviceistoeliminatedebtasquicklyaspossibleandtosetaside10%to20%ofyourearningsforthefuture.After15yearsofpractice,Imanagedtobecomefinanciallyindependentinallaspectsofmylife.Theendofthemonthisnolongerascarytime.Getinthehabitofsettinga percentage aside to reduce your financialstress.Then, when you recommend care foryourpatients,youwillbefocusedontheirwell-being—nottheirpocketbook.

SeT gOaLS

Whenworkingon the three fronts, rememberthatyouneedgoals.Puttingspecificobjectivesinwritingwillhelpyouattainthemandstayontrack. I set objectives every year for my clinicandformyfamily.Anddon’tforgetthathavingnogoalisactuallyagoalinitself!

Lastly, be thankful —for your patients, yourfamily, your friends, your staff and yourcolleagues in chiropractic.They are all part ofyoursuccess.

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10COMMUNICATIONS SUPPORT

The CCA and your provincial chiropractic association are available to assist you in making your communications initiatives a success. Whether you are looking for planning ideas, advice on effective presentations or a review of your advertisements, these organizations can help.

Forfullcontactinformation,seethe“ContactInformation”sectionattheendofthisguide.

guiDance

The CCA can provide support for speakingengagements,advertisingandothercommunica-tionsactivities.Theassociation’scommunicationsstaffcanconnectyouwithexpertsinparticularareas of practice, and help identify researchreferences and other helpful data if you arepreparingspeakingremarks,writinganarticleorplanninganevent.OnthebasisofTheCCA’sconsumerresearch,staffcanhelpyouunderstandtheneedsandwantsofthemarketplaceandhow to position your message to effectivelyreachyourtargetaudience.

RevieWing SeRvice

Whetheryouaredevelopingmaterialsforagroupactivityoryourpractice,thestaffofTheCCAoryourprovincialassociationareavailabletoreviewyour work and provide constructive, usefulfeedbackonhowtomakeyourcommunicationsaseffectiveaspossible.

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ReSOuRceSListedbelowarevariousresourcesthatyoumayfindhelpful:

getactive.BehealthySeven Olympic gold medalists endorse theirchiropractic care in this colourful pamphletcontainingtipsforrecreationalathletes.Useittobuildrelationshipswithsportsclubs,communitycentres and athletes in your community.AvailableatcostthroughtheCMCCBookstoreandSupplyCentre.

YourguidetoBuildingdc-MdrelationshipsThistwo-partCD-ROM-basedtoolkitofpracticaladviceandtoolswillhelpyoubuildrelationshipsand MD referrals at the grassroots level.TheCDs contain valuable communication tools,whicharedownloadablefromtheCCAwebsite(www.ccachiro.org):

•MDcorrespondence templates and sampleletter.

•APowerPointpresentationsuitablefor introducingchiropractictoaudiencesof otherhealthprofessionals.

•Referencedconditionpapersonthe efficacyofchiropracticforbackpain, sports-relatedinjuries,geriatriccareand whiplash,plusanoverviewofindications forchiropracticcare.

•Areferencedhandouton the safety ofneckadjustment.

PreventthePainandImproveYourgameA full-colour pamphlet illustrating stretches forgolfers,thisisagreattoolforbuildingrelation-shipswiththegolfcommunity.Available at costthroughtheCMCCBookstoreandSupplyCentre.

take5!Thisfull-colourpamphletforrunnersis similar tothe one about golf stretches. Available at costthroughtheCMCCBookstoreandSupplyCentre.

What’sholdingYouBack?Great for use at health talks, this pamphletposes two informal quizzes — one to assessriskfordevelopingbackpainfromdailyactivities,theother to assess avoidanceof dealingwithbackpain.Thisbrochurehasaninterdisciplinarycollaboration message to which the publicresponds well.The brochure is also good foruse with other health professionals. AvailableonrequestatnocostfromTheCCA.

YourhealthMattersThisisaseriesofarticlescontainingtipsforuseincommunitynewspapersorashandouts.Topicsrangefromergonomicsandsnowshovelling,tonutrition and use of backpacks.This resourceisgoodforestablishingacolumn inyour localcommunitynewspaper.Tailorthesearticlesforyourownpurposes.Downloadable from theCCAwebsite(www.ccachiro.org)atnocost.

chiropractic,PartnersinhealthcareThis excellent introduction to chiropractic inCanada covers the education, research, advo-cacy,publichealthandpubliceducationinitiativesoftheprofession.AvailableatcostthroughtheCMCCBookstoreandSupplyCentre.

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11CONTACT INFORMATION

The canaDian chiROPRacTic aSSOciaTiOn

director,communicationsMaureen McCandless1396EglintonAvenueWestTorontoONM6C2E4Phone:1(800)668-2076,(416)781-5656fax:(416)781-0923email:mmccandless@ccachiro.org

aLBeRTa

college of chiropractors of alberta executivedirector—Ms. Deb ManzManulifePlace,Suite187010180101StreetEdmontonABT5J3S4Phone:(780)420-0932fax:(780)425-6583email:dmanz@albertachiro.com

BRiTiSh cOLuMBia

British columbia chiropractic associationexecutivedirector—Dr. Don Nixdorf3751ShellRoad,Suite125RichmondBCV6X2W2Phone:(604)270-1332fax:(604)278-0093email:dnixdorf@allstream.net

ManiTOBa

Manitoba chiropractors’ association executivedirector—Mrs. Pamela Wylie245PortageAvenueWinnipegMBR3B2A6Phone:(204)942-3000fax:(204)942-3010email:pwylie@mbchiro.org

neW BRunSWick

new Brunswick chiropractors’ associationexecutiveassistant—Dr. Carolyn Levere22BroadRoadOromocto-HaneytownNBE2V3N9Phone:(506)357-8803fax:(506)357-7303email:cjlevere@nb.sympatico.ca

neWfOunDLanD

newfoundland & Labrador chiropractic associationPresident—Dr. Keith CassellCommonwealthChiropractic4EdinburghDriveMountPearlNLA1N1E7Phone:(709)368-8779fax:(709)368-8799email:kcassell@nl.rogers.com

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nOva ScOTia

council of the nova Scotia college of chiropractorsexecutivedirector—Mr. John Sutherland6009QuinpoolRoad,Suite700POBox9410,StationAHalifaxNSB3K5S3Phone:(902)425-2445fax:(902)425-2441email:jsutherland@pathfinder-group.com

OnTaRiO

Ontario chiropractic associationdirector,externalrelations—Valerie Carter5160ExplorerDrive,Unit30MississaugaONL4W4T7Phone:(905)629-8211fax:(905)629-8214email:vcarter@chiropractic.on.ca

PRince eDWaRD iSLanD

Prince edward island chiropractic associationPresident—Dr. Vincent Adams337CentralStreetSummersidePEC1N3N2Phone:(902)436-7183fax:(902)436-7199email:vadams@pei.aibn.com

QueBec

association des chiropraticiens du Québecexecutivedirector—M. Gregory Slogar7960boul.MetropolitainestVilled’AnjouQCH1K1A1Phone:(514)355-0557fax:(514)355-0070email:acq@chiropratique.com

SaSkaTcheWan

The chiropractors’ association of Saskatchewanexecutivedirector—Mr. Jim Stewart3420AHillAvenueReginaSKS4S0W9Phone:(306)585-1411fax:(306)585-0685email:cas@saskdc.org

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THE CANADIAN CHIROPRACTIC ASSOCIATION

1396 Eglinton Avenue, West, Toronto, Ontario M6C 2E4Tel: (416) 781-5656 1 (800) 668-2076 Fax: (416) 781-0923 ccachiro.org

Release date 2006/07

The Canadian Chiropractic Association

A GUIDE TO PATIENT-CENTRED PRACTICE BUILDING