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1 Remarkable MARKETING MACHINE WELCOME TO THE FOURTH VIDEO IN THE REMARKAKBLE PRACTICE BOARD MEETING SERIES TODAY S TOPIC: CREATING YOUR MARKETING MACHINE BOARD MEETINGS ARE TYPICALLY HELD IN FRONT OF A WHITEBOARD OR IN THIS CASE A BLACK BOARD - WITH YOUR ENTIRE TEAM PRESENT THE OBJECTIVE OF THE BOARD MEETINGS IS TO GET EVERYONE ON YOUR TEAM ON THE SAME PAGE AND BRING GREATER CLARITY TO THE MOST IMPORTANT COMPONENTS OF YOUR PRACTICE SUCCESS. A BEST PRACTICE IS TO HOLD THESE MEETINGS IN THE BEGINNING OF THE YEAR OR YOU CAN ALWAYS KICK OFF ANY QUARTER OR EVEN MONTH AND VISION-CAST YOUR TEAM TO THE NEXT LEVEL OF PRACTICE SUCCESS AT ANY POINT IN THE YEAR COUNT ON SPENDING ABOUT 60 MINUTES ON EACH SESSION DOWNLOAD AND PRINT OUT THE SUPPORTIVE MATERIALS IN THE RESOURCES BOX BELOW PRINT THEM OUT AND DISTRIBUTE TO EACH MEMBER OF YOUR TEAM WHEN APPROPRIATE. THEN, LEAD YOUR TEAM THROUGH THE MATERIAL AND EXERCISES OR BETTER YET JUST HIT PLAY AND LET ME DO IT FOR YOU. SO FOR THE SAKE OF REVIEW AND CONTEXT: In the first BOARD MEETIN we started BY defining our VISION WHAT are we creating? THEN Our PURPOSE WHY is that Important? Our MISSION HOW are we going to serve our Purpose and create our Vision Our PREMISE What core belief is driving and shaping all of this?

2 AND THEN FINALLY WE BROUGHT definition and Clarity to our PRODUCT HOW ARE WE DELIVERING VALUE IN THE MARKET PLACE? ONCE WE HAD DEFINED WHAT WE ARE DOING AND WHY WE ARE DOING IT OUR NEXT STEP WAS TO DECIDE AND STATE WHERE WE ARE GOING THE GOAL SETTING BOARD MEETING HELPED YOU DECLARE YOUR DESTINATION AND PUT REAL, MEASUREABLE TARGETS ON THE BOARD AND IN YOUR TEAM S HEARTS AND MINDS. NOW IT IS TIME TO DEFINE HOW WE ARE GOING TO GET THERE IT IS TIME TO OUTLINE, DESIGN AND CREATE YOUR REMARKABLE MARKETING MACHINE. FIRST OFF, LET S START WITH SOME GROUND RULES: 1. MARKETING CHIROPRACTIC IS AN ACT OF KINDNESS REMEMBER YOUR PREMISE? I REMEMBER MINE: THE FAMILIES THAT ARE IN OUR PRACTICE ARE HEALTHIER AND SAFER THAN THE FAMILIES THAT ARE NOT IN OUR PRACTICE. ANY QUESTIONS? IF YOUR PRACTICE IS MISSION DRIVEN THEN MARKETING AND PROMOTIONS ARE AN ACT OF KINDNESS IN FACT, IT S SAFE TO SAY THAT IT IS A RESPONSIBILITY 2. IF YOU ARE BREATHING YOU ARE PROMOTING EVERYONE SHOULD KNOW YOUR VISION AND BE A PART OF YOUR MISSION THEY SHOULD COME TO EXPECT THAT YOU WILL BE FOCUSED ON ONE THING: BRINGING CHIROPRACTIC TO YOUR COMMUNITY THEY SHOULD EXPECT THAT IF YOU ARE TALKING YOU ARE GOING TO BE PROMOTING CHIROPRACTIC AND YOU WILL BE ASKING THEM TO HELP YOU DO IT! REMEMBER THE BIGGEST, MEANEST DRAGON THAT WE MUST SLAY AS CHIROPRACTORS IS OBSCURITY

3 THE #1 REASON WHY YOUR ENTIRE COMMUNITY DOES NOT COME TO SEE YOU IS SIMPLY BECAUSE THEY DO NOT KNOW WHY THEY SHOULD. YOU CAN CHANGE THAT. 3. YOU ARE MOST LIKELY NOT A MARKETING EXPERT WHEN YOU TALK TO SERIOUS BUSINESS PEOPLE - OUTSIDE OF CHIROPRACTIC - ABOUT THE BUSINESS OF CHIROPRACTIC THEY USUALLY SHARE 2 OBSERVATIONS: 1. Man, I admire chiropractors passion for what they do 2. I can t believe that you guys try to build million dollar businesses on your own with no Real Marketing Expertise; No Marketing Plan; No Marketing Budget and no Marketing Professionals or Sales Force FRANKLY, IT IS UNTHINKABLE IN THE REAL WORLD THE IDEA THAT CHIROPRACTORS FOR THE MOST PART TRY TO DO THIS ON THEIR OWN WITHOUT SUPPORT UNTHINKABLE AND UNFORTUNATELY YOUR RESULTS - OR LACK OF RESULTS PROBABLY SPEAK FOR THEMSELVES. YOU CAN CHANGE THAT TOO. OK LET S DISCUSS THE 5 STEPS TO CREATING YOUR REMARKABLE MARKETING MACHINE IN 30 DAYS YOU COULD HAVE A FULLY FUNCTIONING MARKETING DEPARTMENT CHURNING OUT GREAT INITIATIVES, EVENTS AND PROGRAMS. AND MORE IMPORTANTLY DRIVING AS MANY NEW PATIENTS INTO YOUR OFFICE AS YOU CAN HANDLE. STEP 1: IDENTIFY YOUR 4 PILLARS THESE PILLARS ARE THE LEGS UNDER YOUR MARKETING PLATFORM IT S BEEN MY EXPERIENCE THAT CHIROPRACTORS CAN HANDLE 4 PILLARS AT ANY GIVEN TIME. THESE PILLARS CAN BE THOUGHT OF AS CHANNELS FOR NEW PATIENT ACQUISITION: FOR EXAMPLE: YOUR FOUR PILLARS MAY LOOK LIKE MINE. 1. INTERNAL MARKETING

4 2. OUTSIDE SPEAKING 3. SPINAL SCREENING 4. PASSIVE MARKETING THINGS LIKE WEB-BASED MARKETING SEO, SOCIAL, WEBSITE AND BLOG..ETC WE WILL DO A DEEP DIVE OF EACH OF THESE ELEMENTS IN UPCOMING TRP MODULES STAND BY THESE FOUR PILLARS OR CHANNELS NEED TO BE IDENTIFIED AS WHERE YOU WILL BE FOCUSING YOUR TEAMS RESOURCES IN OTHER WORDS TIME, ENERGY AND MONEY. STEP 2: EQUIP YOUR SELF YOU WILL NEED TO IDENTIFY EXACTLY WHAT YOU WILLNEED IN EACH PILLAR TO BE SUCCESSFUL THINK: THE SYSTEMS TECHNOLOGY BUDGETING AND PEOPLE. STEP 3: PEOPLE BUILD YOUR TEAM BEFORE I GO ANY FURTHER SOME OF YOU MAY BE FREAKING OUT BECAUSE YOU ARE THINKING WAIT A MINUTE I M A ONE MAN BAND OR HOLD ON, I DON T HAVE ANY MONEY OR BOTH DON T LET THESE THOUGHTS PARALYZE YOU INTO INACTION OR YOU WILL BE STUCK THERE FOREVER YOU CAN BREAK OUT OF THAT CURRENT REALITY IF YOU IMPLEMENT EVEN A 10 TH OF WHAT I AM TEACHING YOU SO HANG IN THERE FOR SOME OF YOU, YOU MAY HAVE TO FILL MULTIPLE ROLES FOR NOW UNTIL YOU GENERATE ENOUGH MOMENTUM, RESULTS AND REVENUES SO THAT YOU CAN GET THE TECHNOLOGY AND HIRE THE PEOPLE THAT YOU WILL NEED.

5 ALSO, REMEMBER PERSONAL DEVELEOPMENT AND MARKETING ARE THE 2 BEST PLACES FOR YOU TO BE INVESTING WHATEVER MONIES YOU DO HAVE DO NOT GET LOCKED DOWN WITH FEAR TAKE MASSIVE ACTION OR YOU WILL BE STUCK THERE FOREVER AND THAT IS NOT YOUR VISION. REMEMBER ALL THE PEOPLE THAT NEED YOU ARE OUT THERE LOOKING FOR YOU AND YOU HAVE THE ANSWER FOR THEM AND THEIR FAMILY.THEY JUST DON T KNOW IT YET.GET OUT THERE. IF YOU ARE THE ANALYST THEN DO THE MATH DO YOU KNOW THE LIFETIME VALUE OF A PATIENT? YOU SHOULD DO YOU KNOW THE VALUE OF A NP LEAD? HOW ABOUT YOUR CASE AVERAGE? HOW CAN YOU POSSIBLY CALCULATE YOUR ROI IF YOU DON T KNOW THESE NUMBERS? RELAX I AM GOING TO TEACH YOU HOW TO CALCULATE THESE THINGS ACTUALLY HAVE YOUR TEAM TRACK AND CALCULATE THESE THINGS AND THEN REPORT THEM TO YOU SO THAT YOU CAN MAKE MARKETING DECISIONS WITH CONFIDENCE AND SLEEP LIKE A BABY AT NIGHT.OR BETTER YET, SLEEP LIKE A LOG I DON T KNOW ABOUT YOU, BUT MY BABIES WERE UP 3 TIMES A NIGHT WHAT A SILLY EXPERESSION THAT IS I DIGRESS. ANYWAY YOU WILL UNDERSTAND YOUR STATISTICS AND MAKE GOOD MARKETING AND BUDGETING DECISIONS AFTER YOU SEE OUR UPCOMING VITAL SIGNS MODULE ON PRACTICE METRICS. NOW AS FAR AS PEOPLE ARE CONCERNED AND WITHOUT GOING INTO ANY GREAT DETAIL HERE: KEY PEOPLE ON YOUR MARKETING TEAM WILL REALLY MAKE A BIG DIFFERENCE ADD THESE PEOPLE TO YOUR DREAM TEAM AS IT MAKES SENSE: 1. MARKETING DIRECTOR A PROFESSIONAL THIS IS NOT SIMPLY ANY CA WHO YOU POINT AT AND SAY HEY, YOU RE THE NEW MARKETING DIRECTOR THIS PERSON IS A PROFESSIONAL, SOMEONE WHO HAS EXPERIENCE IN THIS SPACE AND REAL TRAINING

6 THEY CAN BE PART TIME AND WORTH THEIR WEIGHT IN GOLD MORE ON THIS TO COME IN OUR TEAM BUILDING MODULE. 2. PASSIVE MARKETING EXPERT AGAIN, THIS PERSON HAS A UNIQUE EXPERTISE THE WEB IS AN ELUSIVE MISTRESS THIS EXPERT IS USUALLY NOT YOUR UNCLE WHO KNOWS HOW TO BUILD WEBSITES IN HIS BASEMENT AND THEY PROBABLY ARE NOT YOUR CURRENT CA WHO LOVES TO HANG OUT ON FB HIRE A PROFESSIONAL MORE ON THIS LATER 3. SCREENING TEAM I THINK THAT THERE IS A GREAT DEAL OF LOW HANGING FRUIT HERE GREAT SCREENING TEAMS ARE SALES PROFESSIONALS YOUR SALES FORCE THAT WILL GO OUT TO YOUR COMMUNITY ON YOUR BEHALF TRAINED UP IN AN EFFECTIVE SYSTEM THAT WILL CREATE ENORMOUS RESULTS AND RETURN FOR YOU IF YOU INVEST IN THEM AND TRAIN THEM. OR YOU COULD JUST HANG OUT AT THE MALL AGAIN THIS WEEKEND. IT S UP TO YOU. STEP 4: CREATE YOUR MARKETING PLAN NEXT STEP IS TO WRITE OUT A MARKETING PLAN WHICH WILL EVENTUALLY LIVE IN WORK FLOW CHARTS AND A MARKETING CALENDAR I THIS IS MY PROCESS: - CREATE 2 SEPARATE AND DISTINCT OUTLINES IN CHRONOLOGICAL ORDER MONTH BY MONTH - ONE FOR INTERNAL MARKETING AND ONE FOR EXTERNAL MARKETING - MOVE THESE OUTLINES ONTO AN ACTUAL CALENDARS FOR THE VISUAL BENEFIT - THEN, TRANSLATE THESE CALENDARS ONTO WORK FLOW CHARTS I HAVE ADDED SAMPLES OF ALL 3 OF THESE IN THE RESOURCES BOX BELOW.

7 I SUGGEST THAT YOU START WITH YOUR INTERNAL MARKETING PLAN OUTLINE GET A SENSE OF THE THEMES AND CONCENTRATION OF ACTIVITIES ACROSS THE MONTHS, QUARTERS AND YEARS AND THEN CREATE YOUR OUTSIDE MARKETING PLAN OUTLINE TO COMPLEMENT IT. FOR INTERNAL MARKETING: START TOP- LEVEL THIS IS HOW I DO IT: BIG INITIATIVES DOWN TO SMALL 1. BIGGEST ANNUAL EVENT FIRST PLOP IT ON THE OUTLINE IN IT S RESPECTIVE MONTH OURS IS OHANA DAY IT GOES IN AUGUST a. OUR ANNUAL FAMILY DAY BEACH PARTY AND LUAU. 2. THEN OUR NEW YEARS EVENT WHICH IS IN JANUARY 3. THEN OUR QUARTERLY ADVANCED WORKSHOPS 4. THEN FILL IN THE STANDING HOLIDAY EVENTS 5. THESE USUALLY COOINCIDE W A MONTHLY REFERRAL EVENT OR CAMPAIGN 6. 2 OF THESE ARE LARGER PADS (PATIENT APPRECIATION DAYS, WEEKS OR EVENTS ) a. EX: FATHER S DAY: OMELETTE BAR ONCE THE INSIDE MARKETING IS ON THE BOOKS. I WILL THEN TACKLE THE OUTSIDE MARKETING PLAN: 1. BIG STANDING ANNUAL EVENTS 2. SMALLER ANNUAL EVENTS LIKE ANNUAL ROAD RACES, HEALTH FAIRS AND HOME SHOWS FOR SCREENING EVENTS..ETC 3. DROP IN THE OUTSIDE TALKS AND CORPORATE WELLNESS EVENTS 4. THEN WE PENCIL IN ANY RADIO SHOWS, TELESEMINARS, OR WEBINARS THAT WE SCHEDULE 5. AND THEN DURING THE YEAR WE WILL FILL IN THE BLANKS AS OPPORTUNITIES ARISE.

8 STEP 5: MOVE EVERY THING ONTO A MARKETING CALENDAR SIMPLY TRANSLATE YOUR MARKETING PLAN OUTLINES ONTO AN ACTUAL CALENDAR THE HUMAN EYE LIKES THE SPACIAL ORIENTATION THAT A CALENDAR PROVIDES IT WILL BE EASIER FOR YOU AND YOUR TEAM TO REALLY EYEBALL WHAT IS GOING ON YOU CAN COMBINE THESE TWO CALENDARS INTO ONE MASTER MARKETING CALENDAR BUT IT IS A GOOD IDEA TO ALSO KEEP THE CALENDARS SEGMENTED FOR DIFFERENTIATION AND REFERENCE. I LIKE THE GOOGLE CALENDAR FUNCTIONALITY HERE COLOR CODING IS ALWAYS HELPUL AND THIS WAY EVERYONE INVOLVED CAN ACCESS THE CALENDAR FROM ANYWHERE, AT ANY TIME IN ADDITION TO THESE ACTIVE MARKETING CAMPAIGNS WE HAVE CONSTANT PASSIVE MARKETING HAPPENING AS WELL THIS INCLUDES THINGS LIKE OUR WEB PRESENCE, BLOGGING, SOCIAL AND SEO..ETC NOW THAT IS A BIT OUTSIDE THE SCOPE OF THIS DISCUSSION BUT STAND BY WE WILL DO A DEEP DIVE OF THESE ELEMENTS IN UPCOMING DEDICATED TRP ACADEMY MODULES. THESE INITIATIVES COMBINED WITH OUR CONSTANT INTERNAL PROMOTIONS LIKE OUR WORKSHOPS, REFERRAL CARDS, AND FAMILY CHECK-UP POLICY CREATE A CONSTANT STATE OF PROMOTION AND MARKETING INSIDE AND OUTSIDE OF OUR PRACTICE WALLS. REMEMBER: PROMOTING CHIROPRACTIC IS AN ACT OF KINDNESS. JUST RECONNECT WITH WHY YOU GOT INTO CHIROPRACTIC IN THE FIRST PLACE AND THEN GO TELL SOMEBODY HOW AWESOME YOU REALLY ARE.