PRACTICE MASTERY QUESTION #14

QUESTION:  Are health fairs and spinal screenings good places to educate the public and attract new patients?

ANSWER:  Health fairs and other public gatherings provide wonderful opportunities to present basic chiropractic information in a casual setting to large numbers of people and to provide a personal connection between potential patients and your practice.

Many community groups organize health fairs and similar events at shopping malls, auditoriums, schools, community buildings and health facilities.  By looking in your local newspaper's community activities section you will be able to identify events at which a chiropractic presence would make sense.  Also, watch local library information boards and community service channels on cable TV.  Always ask to be on the mailing lists of all local health organizations. 

Step one is identifying events at which you want to be present.  As always, networking with those who organize such events will give you advance notice and, in many instances the opportunity for input on when, where and how such events are organized.  Always make known your interest in participating in such events in writing.  Leave nothing to chance and follow up as often as you need to in order to get the details and to make sure that you are on the roster of participants.  This is important because volunteer organizations rely on a variety of personnel and often the tight organization that a business might bring to such an activity is somewhat lacking.  Also, always be on guard to insure that you are in no way ignored or denied participation in such events because you are a doctor of chiropractic. 

Schedule your time for maximum effectiveness at such events.  Make an effort to determine when the largest numbers of people will be present and make sure you are there at those times.  People like talking to the doctor.  It is okay to have a staff member, family member or even an associate present during the less busy times.  Always, however, have a personal presence at your booth or station.  Just putting out literature misses the major impact you can have at these events.

Take the time to plan and prepare your booth for maximum visibility, a sense of welcome and provide for space and organization that allows you to speak to people while others look at your exhibits or pick up your literature without feeling they are intruding or crowding. People tend to be very polite, if not reluctant, to venture into limited spaces.  Make them feel welcome and wanted.  Also, let your patients know you are going to be at an event and invite them to stop by and to bring anyone they wish to introduce to chiropractic, and you, with them.

Use visuals, such as an x-ray viewer to show a spinal x-ray and for use as a reference point in talking about subluxations and spinal health.  X-rays immediately identify you as a health professional at a very sophisticated level.  Diagrams, charts and models of the human body and spine are also excellent educational tools in such situations.  They provide powerful opportunities to relate the chiropractic story to the individual questions and concerns of your visitors.

Literature on chiropractic that also has contact information for you and your practice is an essential component of a successful health fair.  Make an effort to present some appropriate piece of information with everyone who stops by in the hope that they will take it home, where it can be shared with others, and available for reference when someone in the household thinks they want to see a chiropractor.  Remember, your goal is to educate the community about your availability to care for their chiropractic needs as well as educate them about chiropractic in general.

When you are present at your booth, here are some important points to remember:

a.        Have a basic script prepared for greeting each visitor and have a set of questions ready for you to ask, depending on how the conversation goes.  You should lead the conversation and always give a friendly greeting to everyone that passes, not just those who stop.

b.        People will want to talk about their own health situation.  Keep those discussions to general terms and beware of offering health advice and direction to those who ask for it, and request the opportunity to do a proper examination, history, etc., at an appointment at your clinic.  Impress on each visitor the importance of a proper evaluation before you can offer any opinion on their specific needs.

c.        When people ask if chiropractic can help a specific condition, this is a perfect opening to tell the basic chiropractic story about the body's ability to heal itself. Chiropractic is a very specific science, focused on the spine, but with broad body implications.  We all know that chiropractic is an effective means of dealing with a wide range of situations, but be sure that your answers are general and not to be interpreted as a promise of a cure for their specific problem.  It is best to have your comments on specific conditions anchored in the literature of chiropractic and that your answers refer to findings that indicate that chiropractic is an effective approach for many people (but not automatically them).

d.        Many people will want to tell you about their previous experience(s) with chiropractic.  Some stories are good and some not so good.  Some may want to argue with you about some aspect of chiropractic.  Patience, courtesy and understanding are always important in dealing with these people. 

e.        Never let one person monopolize your time when others are present and interested in speaking with you.  You will want to develop some transition phrases or strategies that allow you to withdraw from one person and to politely turn your attention to others. 

f.          Spinal screenings are appropriate, following responsible protocols.  Have a specific set of procedures that you apply to those interested in this type of on-site evaluation.  Check to insure of you need to keep any specific record of your procedures and/or findings.

g.        Check with your board of examiners on any free or discount offers you might make.  Some jurisdictions have set strict limits and conditions on such offers.  It is important to understand and observe the laws under which you practice and to prepare for any limitations in advance.

h.        If you publish a patient newsletter or health letter, make sure you invite all who come by to sign up for a free copy.  This puts you in direct contact with potential patients on a regular basis, at their invitation.

i.           Before you leave the health fair, also make sure that you visit every other booth and introduce yourself.  This is also a great way to build bridges in with other health providers, facilities and organizations in your community.

j.          Become a familiar face.  Make sure people who go to these events have more than one opportunity to meet you and for you to talk with them about chiropractic.  Familiarity and personal contact is the best way to insure that they will call you when their own health needs include chiropractic.

Make every effort to be a part of any event where people in your community go to look for information, ideas and possible doctors for their own health needs.  As always, courtesy, dignity, integrity and professionalism strengthen the powerful story you have to tell about the unique healing approach chiropractic has to offer.