How to use the Health Pass
You should use this promotion two times a year as a month long internal promotion. We recommend the months of March and August but any month will do. You should also always have some on hand year round to use in referral thank you cards etc.
During your monthly promotion say the following script:
“Mr./Mrs. Jones, it is our goal to help as many people as possible. However we do not come into contact with as many people as our patients do which is the reason for this Health Pass. The number one reason people do not seek help from a Chiropractor is the cost of the exam and x-rays. Please give these four passes to people you feel could benefit from Chiropractic but have been putting off seeing a Chiropractor. They will receive the exam and x-rays at cost. We are doing this for one month and as you can see the Health Pass expires __________. The reason I would like you to give the Health Pass to four different people is that one will throw it away, one will loose it, and one will have a million reasons why they can’t make it in. However, one person will gladly use it and that’s the one we want to help.
You may use this Health Pass for someone in your family, as well as a relative or friend.
Thank you so much for your help”.
The Health Pass may be used in several different ways:
1. Use as a monthly in-office promotion.
2. Carry it with you and use as a business card.
3. Place in referral thank you letters so your referring patients have a referral tool.
4. Place in Happy Birthday letters.
5. Leave it on the table of a restaurant along with your tip.
6. Give to the enthusiastic new patient at the end of first visit or after the Report of Findings.
7. Have your staff carry them as their own business card.
8. Empower your patients with their own business card by writing their name on the Health Pass.
9. The use of this referral tool is only limited by your creativity.
You should use this tool twice a year as a monthly promotion. It can be very effective. Your enthusiasm in your practice is paramount. One Chiropractor reports he uses this tool four times a year. The months they promote the Health Pass they will typically distribute 1,500. They will usually get 75 new patients of which about 60 will take a schedule and convert to paying patients. Could you use 60-75 new patients a month? It all depends on your confrontational tolerance. Never be afraid to ask for referrals and never be afraid to give too many referral tools to your patients.
As in every in-office promotion, each employee should mention the Health Pass on each contact with the patient. Most patients are constantly telling people about your office and welcome referral tools to help encourage their family and friends to seek your care.
Return On Investment
If done properly, internally promoting and distributing 500 Health Passes during one month should return approximately 2-5+ New Patients.
To determine your ROI in cash terms you need to know three things: 1) Your case average 2) the number of new patients you receive and 3) the cost of your promotion. Use the following formula:
ROI = Number of New Patients X Patient Case Average / Cost of Promotion
For example: Lets say you generate 4 New Patients from your Health Pass promotion, your case average is $1,500 and 500 Health Passes cost $169
4 New Patients X $1,500 Case Average / $169 =
36:1 ROI which is a
$5,831 Cash Return
The better you promote, the better your promotion. The above example is based on national averages and for demonstration purposes only. Individual results will vary depending on your individual office statistics, practice management skills and confrontational tolerance.
Thanks and Good Luck
Dr. Dave
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