One of the keys to growing your practice successfully is to fail small and succeed big.

Let's assume for a moment that you want to change your practice by increasing billing, increasing profitability, increasing number of patients or maybe decreasing number of hours you work or any other part of your practice that you would like to change.

If there is nothing you want to change, then just continue doing more of the same and the results should stay the same until something internal or external makes them change.

The principle is a simple one. If you are unhappy with the results then you need to change the effort otherwise you will continue to get more of the same results.

After you've decided what you want more or less of you will have to develop a plan to redirect the efforts. No plan, no changed efforts, no changed results.

The first mistake we make is hoping and praying that things will change on their own. Many times they do, but more often than not it's for the worse.

Let's for a moment assume that you realize that only a change in effort will result in a change in results.

Here's where fail small … succeed big comes into play.

Unless you are 100% guaranteed as to the results of the new effort (example: a Metro Marketing new patient acquisition program is 100% guaranteed), then you need to make small changes first. If they work, roll out big time. If they fail, you haven't sunk the entire ship in the process.

Simple, you say. Common sense you say. Yet not often done. Let me give you a few examples.

You want to do a direct mail postcard to your community of 10,000 homes. Mailing out 500 or 1,000 first that fail to generate a single response will be a lot less costly than going for the whole 10,000 on the first mailing.

Don't be swayed by the ‘cost per mailed piece' logic. Yes, each piece will cost more, but the total failed project will cost you $500 vs. $5,000. And if the small mailing is successful then you roll out with the remaining 9,000 to 9,500 packages.

It may take a few weeks longer to do a test first but if your ‘can't miss' postcard bombs you've saved yourself $4,500 in the process.

Yellow Page ads: This year test a small single color ad before you commit to a half-page, two-color version. Again, if the smaller version works, step it up in year two and each year thereafter.

Newspaper ads, magazine ads, radio spots, billboards, premiums. The list of ways for you to spend your money is endless.

If you have $10,000 to invest in your practice for marketing, you are better off testing 4 or 5 different ideas rather than laying the whole amount down on one idea. Unless, again, that idea is 100% guaranteed (see more information on Metro's programs for a 100% guarantee).

The idea of testing small carries over to all parts of your practice as well.

Any changes you want to make in your price and fee structure – test small first. It is better to alienate a few of your patients than the entire database in case your fee increase proposal turns out to be a disaster.

Letters you want to mail to patients, for whatever reason – see if 100 generate the response you are looking for before you mail out 10,000 letters.

Any policy, any procedure, any program that you are thinking of changing should be tested small first and rolled out later only if the test has worked.

And forget the focus groups. A focus group is getting a group of people together and asking them what they think about a particular product, service, policy or procedure.

People vote with their pocketbook and their feet.

In a focus group you could get one opinion but when you do it in the real world the results could be very, very different.

Trust no one's opinion. Test small in the real world and you will find out what you need to know.

In summary: Point 1 – If you are unhappy with the results, then you need to change the effort or else you will be getting more of the same. This is true of anything in your life, not just your chiropractic practice.

Point 2 – If you decide to make a change in anything you do, then the prudent way to go is to test small. This way you get to fail small and roll out big. Trying 10 new ideas at $500 each will bring you far better results than trying one spin of the wheel for a $10,000 all or nothing bet.

Point 3 – Metro Marketing's can't fail, can't miss 100% guaranteed new patient acquisition program is one exception but I think you already know that. Good luck. Test small every time.

Each month we will give you a proven marketing tip or idea. If this is the first issue you are reading I think it would be worth your time to download, read, digest and use the marketing tips from the 22 previous issues.

Last issue's topic: The Right Writing is the Right Course for You to Take

This month's topic: How to Succeed at a Trade Show or Mall Screening Exhibit

Getting out and meeting your potential patient base is a great idea.

Speaking engagements in front of potential patients is the best way to go but consumer trade shows and mall screenings can work well too … if done properly.

First and most obviously make sure the function (consumer trade show or mall screening exhibit) will be attracting people who are potential patients of yours.

No sense exhibiting at a trade show 50 miles down the highway if no one is going to travel that far to visit with you.

Before you commit to participating … visit the show or mall.

Where is it located? Who else will be there? Will you be fitting in like a glove or standing out like a sore thumb? How well –attended is the event? Who is attending? Are they potential patients of yours?

If you want to focus your practice on the senior generation, no sense being part of a child-oriented trade show. Get the idea?

After you have personally visited the events you are considering being part of and found the one or two that seem like a good fit, you need to develop a good plan to maximize your results.

First impressions are very lasting. You never get a second chance to make a good first impression.

Your trade show booth … the literature you hand out. Anything and everything that your potential patient will see should look as professional as it can. This is one area you do not want to cut corners or become frugal in.

It doesn't matter if you see 20 or 200 patients a week you want to project a certain image from the start and your display and literature will get you off on the right or wrong foot.

A lot of what we see is just downright embarrassing at best. Is yours? Do you project an image of success and professionalism or one of amateurism and barely getting by?

People want to associate with successful people. Prospective patients want to work with successful doctors.

What image (feeling) does your booth, display table or literature project?

Okay the table has been properly set.

Long before the prospective patients start to arrive at the consumer trade show or small screening opportunity you need to establish a goal and a game plan to reach your goal.

What do you hope to accomplish? Meet as many people as possible? Schedule appointments with prospective patients? Sell products such as vitamins and supplements? Just get out of the office for the day? What other goals may be of interest to you?

You can't have conflicting goals. Meeting and talking to as many people as possible will not be possible if you also have a goal to schedule specific appointments with prospective patients which will require possibly detailed, at-length conversion with a fewer number of people.

It doesn't matter what your show goal is as long as you have one so that you can execute the plan you developed.

Example: You want to meet as many people as possible. Get out from behind the table. Position yourself where prospective patients will have to pass within a foot of you and just hand out as many professionally designed and written brochures as you can. Quantity over quality.

On the other hand if you want to meet just a few highly qualified prospective patients, you may want to consider using your CA to hand out hundreds upon hundreds of brochures while you sit behind the table in ‘an office setting' ready to meet with the select few who want to consult at length with the doctor.

See the difference?

The booth or table display should be as professional looking as possible. No budget-cutting here.

Dress professionally and make sure your support staff does so as well.

Don't be sitting and reading a newspaper or enjoying in idle chatter with a staff member while prospective patients walk by.

Be warm, be friendly, be outgoing, be informative. If that's not your personality, stay home, please.

Informative, information-packed handouts.

A separate promotion piece talking about a free exam or consultation.

A log book for people to sign in. Maybe a raffle of sorts so you have a mailing list to follow up with a thank you letter.

The list of ideas for a trade show or mall screening is endless.

Done properly and professionally, however, they can both be a great source of new patients for your chiropractic practice.

P.S. If you would like information on our test drive new patient programs with a 100% money-back guarantee (if we don’t deliver) call us at 800 696 7788, ext. 248.

P.P.S. We now have a new program that pre-qualifies the patients we send you. They must have a treatable condition and insurance or a job.

Call for details at 800 696 7788, ext. 248.