By Marilyn Gard
One way to become better known in your
community is through contact with local businesses and factories. Place a telephone call
to a local shop or factory, asking for the personnel department. Inquire as to the name of
the personnel director or plant secretary. Send a letter to the shop in care of this
person (see sample below).
Let the company know you are a chiropractic
office that specializes in caring for and preventing on-the-job injuries. If you have the
information available, include statistics about how chiropractic gets people back to work
faster, more cheaply and keeps them working. Offer to speak to the factory or business
employees at any time about job safety for the spine. Have a 30-minute talk prepared which
shows proper lifting techniques, good posture and tips for the prevention of injuries.
To introduce your clinic to the businesses
or factories targeted, you might use a letter like this:
August 13, 1992
(name of contact person)
111 Crestview Rd.
Billings, MT 49907
I am a local chiropractor who specializes
in caring for and preventing on-the-job injuries. The number of work-related injuries in
the U.S. has increased significantly in the past five years. As these numbers increase, so
do the costs to employers such as yourself for disability payments and production losses.
Our goal at Greatspine Chiropractic Center
is to prevent job injuries from happening in the first place through regular treatment and
proper education. Where injuries have already occurred, the focus is to get the patient
back to work as fast as possible, in the most efficient and cost-effective manner.
I would be happy to speak to you and your
employees at your factory about preventing job injuries. Let me also extend to all of you
an open invitation to attend one of our free spinal health care classes, and receive a
complimentary consultation. Our office hours are Monday through Friday, 8:00am to 6:00pm.
Spinal health care classes are held every Monday and Wednesday evening at 6:30 pm.
Greatspine Chiropractic Center wants to be
the office of choice for your health care needs and the needs of your employees. We will
be calling you within the next 10 days to discuss your needs further.
Jane Doe, D.C.
After ten days, the C.A. should follow up
the introductory letter with a telephone call. You might use an approach similar to the
"Hello, this is Connie from Dr.
Does office. Is Mary Jones available? (When Mary is on the phone, proceed). Did you
receive the letter we sent you regarding preventing job injuries?"
When Mary responds in the affirmative, you
might say: "Great! The doctor wanted me to call and see if you would like to schedule
an in-service training for your employees."
If you receive a positive response, you
might say: "Terrific. Did you have a specific date in mind?" (If so, confirm the
date and time. If not, suggest one.)
After setting a date and time, try to nail
down the specifics. "How much time should doctor allow? Approximately how many
employees will she be speaking to?"
Finally, conclude the conversation.
"Im glad we were able to set up a training session. Im sure your
employees will benefit greatly. Thanks for your help, Mary. Dr. Doe will see you on
If the initial response is negative, you
might follow the response with the following:
"If you would like doctor to speak at
some future date, please call at any time. In the interim, we would like to extend an
invitation to attend one of our free spinal health care classes. The next one is Wednesday
night at 6:30 p.m. It was nice talking with you, Mary."
If you schedule a speaking engagement,
remember a few pointers:
1. It is far better to have 15 minutes of
quality instruction than two hours of boring lecture. This educational program is
especially effective in industries where back injuries are prevalent such as nursing
homes, manufacturing plants, delivery services, etc. The talk should be brief and concise
with lots of demonstration.
2. If possible, involve your audience by
having them work together and practice safe lifting techniques or whatever job safety tip
you are featuring. People learn better when they participate in the learning process. You
will know you have succeeded if your audience wants more information that you provided.
That gives you an opportunity for a repeat visit.
3. After the talk, give employees an open
invitation for a complimentary consultation. In addition, offer to work with the employer
on providing immediate treatment for employees injured on the job. Stress the importance
of timely intervention and the benefits of a shortened healing process.
It will take effort to establish your
office as the "back specialist" in your community, but the efforts will be
rewarded. Never be afraid to approach other businesses. Even if they turn you down
initially, you have brought your presence to their consciousness. It may pay dividends in
Thanks to Marilyn Gard for the use of her files!