Know-How Exchange : Strategy

Tailor the talks for: caring for your body in a recession, How the recession impacts your body, and How to improve your life's outlook through chiropractic.

Create seminars and events with complimentary service providers, such as massage therapists, nutrition educators, physical therapists, health food stores. Chiro should talk about how their services are complimentary/supplemental to chiro and vice versa. Make sure to have a sign up sheet for people who want to make appointments, want more info, want to receive the newsletter, emails, etc.

Invite these people to write a guest column in your chiropractor's newsletter, esp in the month/quarter prior to the event in which they are involved. Distribute your newsletter online via email, archive on the website, and also put it out in local venues such as health food stores, coffee shops, chamber of commerce, massage therapist, gyms, etc.

Remember to ask and answer the question: Who is your audience? What do they want to know? What services do they want? Where do they shop/work/eat/work out?
Put your advertisements, newsletters, offers. there.

If your chiro is conscientious and capable of this, have them write a column in the newspaper regarding the health topic they will be covering in the coming week/month etc. and submit it to the dailies, weeklies and monthlies around their office. You can pick up copies of local free newspapers/mags that have stands in the health food stores, and get their submission dates, requirements, procedures, etc from their masthead.

Be sure to send out press releases in a timely fashion to the above pubs for any event your chiro is involved with.

DO NOT start something like them writing a column if they are not going to be able to follow it up on a regular basis. That is ineffective and a waste of time for both of you. Same thing for attaching a health blog to their website: unless someone is going to keep that up to date, don't do it.

Instead, they could write short articles on health topics to be posted to their website in PDF format, but undated. Then it is not so obvious that they don't keep up on postings. Just be sure those articles remain relevant and fresh, in case something changes with their topics, such as the on again, off again attitude towards antioxidants....