For chiropractors
The exam is not the business. If your new-patient special is so good that nobody needs a plan, you built the wrong front door.
Clinics copy a new-patient special from the clinic across town and then wonder why the second visit is a coin flip. The special did its job. It attracted people who wanted the special. Your job is a different offer: a result they can describe, an exam that tells the truth, and a plan that is the normal way that result happens. The cheap visit can exist. It cannot be the best version of the care.
Sleeping through the night, getting back to the job, finishing a workout, picking up a child. That is the ad and the Instagram post. The exam is how you find out if you can help. When the advertising is "$27 first visit," the person in the chair is shopping a $27 visit. You can still recommend a plan. You will feel like you switched the deal, because you did, from their side of the table.
Inside the visit, present the plan first as the way people like them get the result. Then show the one-time visit as the other option, honestly. The one-time visit is an adjustment or a consult with no schedule, no re-exam, no one expecting them Thursday. Ask which path matches the problem they described in the first ten minutes. You want most people who have a real problem to start care. If almost everyone stops at the special, the special still contains the result, or the plan is a stack of visits with no picture of what changes by week four.
A clean way to make the plan feel like a continuation: the exam fee they just paid counts toward the plan if they start today or within a short window you name out loud. Do not credit it against a plan that is barely more expensive than the exam. The plan should be several times the credit, or you trained them to wait for the coupon. A $80 exam credited toward an $800 plan is a reason to begin. A $80 exam credited toward a $100 "package" is a discount.
Say the number once. Write it down. Put a date on it. After the date, the plan is the full price and the exam was an exam. Open-ended credits become folklore at the front desk, and every patient "heard they could get it applied." The same structure, for any business, is crediting what someone already paid toward the next real offer. In a clinic it has a name: they started care, they did not buy a coupon.
Frequency, what you will recheck, what they do at home, and what "we are done with this episode" means. A plan that is "come in until you feel better" cannot be compared to a one-time visit, because both sound like hope. A plan that says three visits a week for four weeks, then a re-exam, then a decision, can be compared. That conversation is the whole of getting a care plan started. If your doctors will not make a recommendation that specific, the offer work is a clinical meeting, not a Facebook ad.
Price belongs in the new-patient path before they drive over, at least as a range. Surprises create no-shows and one-star reviews. The show-rate system still applies the morning they are supposed to arrive. Book inside two days when you can, confirm with a human, rebook misses the same day. Details in appointment no-shows.
Some new patients are in your office because their body weight and their pain are the same story. You can have a second offer that is not a longer adjustment plan. A physician-directed weight-loss program under the clinic name, with independent providers and PepPal, keeps that patient from buying their next step on a website that does not know your name. Insert MD installs that without you dispensing anything. Offer it after you have handled the reason they booked, or when they ask. It is not the new-patient special. It is what makes some patients worth more than the first plan, which is why ads can survive. Read weight loss for chiropractors before you put it on the new-patient card.
They are a bad idea when they are the product. They are useful when they are a thin door next to a plan you would recommend to your own family, and most serious patients choose the plan.
Publish the exam range and the fact that care is recommended after the exam. Hiding every number fills the book with people who feel tricked.
If the problem is real and the plan is specific, a majority of shown exams should start. A start rate near zero means the visit is a tour.
Medications are prescribed only when medically appropriate by independent licensed providers. Insert MD does not practice medicine or dispense drugs. No earnings are guaranteed.
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