Two Harvard professors conducted research and uncovered two interesting conclusions which can be specifically applied to marketing your brand of chiropractic.
The two laws are: Milgram"s Law and Zipf's Law.
Both can have a profound impact on how you communicate with your patients and Prospex to grow your practice.
And, both laws have significant impact on how successful you are attracting referrals from your patients and other centers of influence.
From a marketing perspective, one could conclude that we have moved from the "Information Age" to the "Recommendation Age.
" The primary motivation for people to make a purchase decision is more than ever based on a recommendation received.
Milgram's Law The Milgram experiments revealed that participants were more likely to follow instructions, without question, when the person giving the instructions was perceived as an authority figure.
All researchers were college professors, so they had a level of authoritative perception instantly.
But, when the researchers donned a while lab coat, the level of respect by the participants was measurably influenced.
The marketing lesson is simple.
In order to get your Prospex and Patients to accept your program of care recommendations and remain under care until released, requires that you be perceived as the expert and the authority...
and wearing a white lab coat during treatment is the icing on the cake.
You can persuade 80% of the people who perceive you as the authority and you can significantly impact that perception when you wear a white lab coat.
Zipf's Law This Harvard professor discovered that people will naturally tend to select the best option, when there are choices.
The conclusion is that if your brand of chiropractic is perceived to be the BEST in your marketplace, you will be the brand of choice by the majority of those seeking a chiropractor.
In both cases, it boils down to "perception.
" If you are perceived to be the authority and if your brand of chiropractic is perceived to be the best, then your marketing communications will have a greater impact than marketing from your competitive colleagues.
Perception Creating the perception is simple.
How you are perceived is mostly influenced by what people see, hear and smell when it comes to you and your brand of chiropractic.
You can be seen as the expert when you dress like a doctor, communicate with certainty and don't stink! You can advance the perception of your expertise by writing a book, publishing articles, white papers, and conducting workshops.
Even if your book or articles are self-published they will create the perception of your expertise in the minds of your Prospex or Patients.
Your brand of chiropractic will be perceived as the best based on the location of your practice, the style of the building, your physical facilities and your staff.
Your image, using both of these laws,is enhanced with visibility.
The more visible you are in your marketplace, the more likely you will be perceived as the ultimate expert and the best brand of chiropractic in the marketplace.
Referrals will increase when you are recognized as the expert and the best, from your patients and your centers of influence.
People love to recommend a product or service that they feel validates their opinion.
You can even achieve referrals from centers of influence that have never stepped inside your office...
all because of Milgram's and Zipf's Laws.
Peak your practice with validated perceptions.
The two laws are: Milgram"s Law and Zipf's Law.
Both can have a profound impact on how you communicate with your patients and Prospex to grow your practice.
And, both laws have significant impact on how successful you are attracting referrals from your patients and other centers of influence.
From a marketing perspective, one could conclude that we have moved from the "Information Age" to the "Recommendation Age.
" The primary motivation for people to make a purchase decision is more than ever based on a recommendation received.
Milgram's Law The Milgram experiments revealed that participants were more likely to follow instructions, without question, when the person giving the instructions was perceived as an authority figure.
All researchers were college professors, so they had a level of authoritative perception instantly.
But, when the researchers donned a while lab coat, the level of respect by the participants was measurably influenced.
The marketing lesson is simple.
In order to get your Prospex and Patients to accept your program of care recommendations and remain under care until released, requires that you be perceived as the expert and the authority...
and wearing a white lab coat during treatment is the icing on the cake.
You can persuade 80% of the people who perceive you as the authority and you can significantly impact that perception when you wear a white lab coat.
Zipf's Law This Harvard professor discovered that people will naturally tend to select the best option, when there are choices.
The conclusion is that if your brand of chiropractic is perceived to be the BEST in your marketplace, you will be the brand of choice by the majority of those seeking a chiropractor.
In both cases, it boils down to "perception.
" If you are perceived to be the authority and if your brand of chiropractic is perceived to be the best, then your marketing communications will have a greater impact than marketing from your competitive colleagues.
Perception Creating the perception is simple.
How you are perceived is mostly influenced by what people see, hear and smell when it comes to you and your brand of chiropractic.
You can be seen as the expert when you dress like a doctor, communicate with certainty and don't stink! You can advance the perception of your expertise by writing a book, publishing articles, white papers, and conducting workshops.
Even if your book or articles are self-published they will create the perception of your expertise in the minds of your Prospex or Patients.
Your brand of chiropractic will be perceived as the best based on the location of your practice, the style of the building, your physical facilities and your staff.
Your image, using both of these laws,is enhanced with visibility.
The more visible you are in your marketplace, the more likely you will be perceived as the ultimate expert and the best brand of chiropractic in the marketplace.
Referrals will increase when you are recognized as the expert and the best, from your patients and your centers of influence.
People love to recommend a product or service that they feel validates their opinion.
You can even achieve referrals from centers of influence that have never stepped inside your office...
all because of Milgram's and Zipf's Laws.
Peak your practice with validated perceptions.