#7 Marketing, Branding and Entrepreneurship
#7 Affordable Care Act – INSIDE the system or OUTSIDE the system?
When building your practice it is important to determine WHERE you want to be, do you want to be working INSIDE the healthcare system or OUTSIDE the system? There is no right answer but the decision you make will have consequences in both the short and the long term. Working outside the system is essentially a cash practice and requires specific marketing techniques that are focused on individual patients. Some of the most common techniques are internal marketing to existing patients, health fairs and social media. The though process is that since you are charging cash, you can charge what you are worth. The truth is that you will only be able charge what the market will bear and patients are willing to spend. It also depends on what part of the country you live in; the more affluent the area the easier it is, disposable income helps. Working within the system gives certain advantages but it takes a focus on building a solid infrastructure, creating proper reports and training your staff properly as you go. Working within the system gives you access to 93% of the population that is not under chiropractic care through direct referral by primary care and medical specialists as well as lawyers. Once you get this system working it creates a solid foundation of referrals that are coming from an authoritative figure in the patient’s world, their MD. It gives you access to hospitals, ERs, medical schools and large primary care/specialty groups. The flow of patients is endless and there is very little competition when you do it this way. When you are working outside the system patients are being pulled in many directions by other chiropractors, physical therapists, massage therapists and consultants with little education. When you are working within the system you have authority and patients are sent to you for a reason. It is a lot more fun; I have done it both ways. Think about this in depth, I am here to help you.
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