Very often the key 
focus of an Osteopathic business is that of attracting new patients. Despite the proven low return on investment, costly adverts are placed here and there and leaflets are printed and stuffed through letter boxes. So you would think that when one or two new patients do come through the door, that maintaining your patients would be a vital aspect of your marketing plan.
However, time and again I see that this is not the case. Of course the problem is that you are very good at your job! You can very likely have a person back up and running in two or three treatments and so off they go – happily! You have done a great job and you have another Osteopathic convert.
But this is the rub. Very often, the new patient is not followed up. They are not kept in touch with. There is no system in place to contact them. They are allowed to float away like a feather in the wind.
And I believe that is seriously bad practice.
Maintaining your patients is a vital part of your business
Repeat business is a key element to any business success. Failure to keep in touch with your database of patients is a big mistake. And not only for your business but for your patients too. Very often, they are unaware of all the different ways you can help them. They may think you only treat backs. So what if they then start having problems with headaches? Are you sure that they will think to pick up the phone to you? Or will they reach for the paracetamol once again and put up with it?
So how should you be keeping in touch?
Personally, I’m a big advocate of keeping in touch via email. Most people are contactable in this way. Contact does not have to be too frequent but it should remain consistent. So if you chose bi-monthly, then diarise that and ensure that you stick rigidly to it. I like to keep in touch with my list of subscribers every Tuesday, so I blog and write every week without fail. My subscribers know that I will be sending them information, tips and advice which is helpful to them.
You can do the same too. Even keeping in touch with your database 4-6 times a year will help to keep you top of mind. Write short informative items which will help to educate them. Osteopathy remains a hidden treasure and getting the word out about how it can help people is really important.
Here’s an example from my 1:1 work with a Client yesterday. We decided upon quarterly newsletters with a blog and seasonal advice. Each quarter had a main topic and we diarised them for the week prior to the send date. Meantime, she was tasked with writing the first one which will go out next week – I don’t mess about! She also has a receptionist who is going to contact any patients without an email listed and ask to add them to the subscribers’ list. Obviously, people are always free to unsubscribe if they no longer live in the area of wish to hear your news.
How does maintaining your patients increase your business?
Simply put; it keeps you top of mind. When your email pops into their inbox, you have the opportunity to remind them about what you do. You can ask them questions about whether they are putting up with pain unnecessarily. You can suggest stretches and tips at the start of the gardening season or ways to help baby with reflux.
One thing that I promise you will happen though. You will get more phone calls after your emailing has gone out! It will have triggered a few patients into remembering that they need a maintenance session or that they could indeed bring that painful problem to you. It may even stop them from going to a different therapist because they thought you couldn’t help!
Now that’s really maintaining your patients.
