PATIENT TESTIMONIALS

By Sam Reader

Courtesy of S.G. Reader & Associates, Inc.

When it comes to patient retention, patient recapturing, new patient promotion and/or patient referrals, there is not a marketing instrument or program that can compete as effectively and inexpensively as the patient testimonial.

Some years ago during a family gathering, my wife had captivated a small audience around the dinner table.  She proceeded to tell her sisters how good she felt.  More energy, more stamina, she could wake up earlier, accomplish more in her day as well as having no colds or flues during the winter months, all because of a chiropractor she was seeing on a regular basis.

I noticed my wife was not spending much time on the “technical” aspects of what was wrong or how the doctor was going to treat, rather, testimonials of patients (other than herself) she had randomly read, which were framed and hung throughout the chiropractor’s office.  Most intriguing was the pitch, rhythm and tonality in her voice in sharing a story from one of the patients testimonials, far more captivating compared to how she sounded when trying to explain the “mechanics” of chiropractic.

Traveling home that night I had asked her why she referred her sisters to Dr. H, her chiropractor, clear across town approximately a 45 minute drive when they could have just as easily dropped by the house (a ten minute drive) to see Dr. Z our family chiropractor who made house calls.  Her response, “I like Dr. Z, he is terrific, but none of my sisters have back problems.”

Wow!  What an enlightening statement and one I’m sure felt by many patients.   I personally knew both of these doctors, they are superb adjusters, equal on many levels; yet, one received six more new patient referrals that month.

According to Steven R. Covey, (7 Habits of Highly Effective People) there are two languages.  The language of logic and the language of emotion.  He says that in most cases the language of emotion is far more powerful and convincing than the language of logic.  I think a good illustration of this is an example Lee Iacocca (Chrysler C.E.O.- retired) gave in his best selling autobiography.  Iacocca had hired an advertising agency to convince the American driver they needed to spend a bit more money for the safety of an air bag in their car.  The ads were packed full of facts and figures about industry safety, etc. in owning a car with an air bag.  Long story short, air bag sales were sluggish.  The ad agency felt the air bags were priced too high.  Iacocca’s response was that the air bag was not an issue of money but one of priority and that the agency had missed the mark.  Iacocca hired a new ad agency.  You may recall one of many ads featuring an elderly farmer holding up a deflated air bag.  The elderly farmer thanked Mr. Iacocca for saving his life so that he might enjoy the rest of his life with his grandchildren.  On cue, all of his grandchildren dog piled on this elderly farmer – their grandfather.  These particular commercials contained no facts, no figures; just emotion.  Air bag sales went through the roof without having to lower the price.  The language of emotion in this situation was a home run.  The ad was nothing more than a testimonial.

PATIENT TESTIMONIALS:

  1. Are much easier for patients to remember.
  2. Are much easier for patients to communicate.
  3. Will crystallize a story for the patient, a story they probably didn’t know they had.
  4. Educate.

The following samples were actual testimonials scaled down to fit into an ad.  These samples were also blown up to an 8 ½ x 11 framed and hung in clusters throughout a doctor’s office.  Feel free follow the format given in these samples for the testimonials you will want to acquire from your patients – create a library!  A sample form for the patient to fill out is also enclosed.  It is best to staple a couple testimonials to the backside giving your patient a sample to work from.

Patient education should be/can be fun.  Enjoy.

NO MORE BACK PAIN

Hi my name is Sue.  About 6 weeks ago I began having low back pain, which went down into my

leg.  I kept hoping maybe it would go away.  Finally the pain was so bad that I could only stand.                  PHOTO

I was very skeptical about Chiropractic but the drugs I had been using only provided temporary relief.

  As a result I tried Dr. Jones and Chiropractic care.  I didn’t feel I had any other option.   After just 1 adjustment I worked 14 hours.  After 3 adjustments my severe pain with which I had suffered was now gone.  I had also been diagnosed as having Menier’s Disease, which causes me a great deal of dizziness especially in the morning.  I had never expected Chiropractic to help this condition but since I have begun care I have had only one spell.  I am thrilled with this second benefit of Chiropractic care.  Everyone should experience the wonderful benefits of Chiropractic care.

                                                                                                Dr. S. Jones                      612-5111

                                                                                                A.B.C. Chiropractic

                                                                                                1234 W. Main Street

THE WHOLE FAMILY LOVES CHIROPRACTIC

Hi, this is the Smith Family.   Jim, Jane and Bob.  We have been patients of

Dr. Jones since he opened.  Jill has had terrible allergies all her life.  Since                      FAMILY

she has been under Chiropractic care her allergies have gotten much better                      PHOTO

 and her medicines have progressively decreased.    Jane has had back

surgery years ago but occasionally has a flare up that responds well to

Chiropractic care.  Jane is a school teacher and also finds that Chiropractic helps relieve the tension headaches and stress in her neck.  Bob is a top athlete in his age range and uses Chiropractic to maintain that competitive edge and relieve athletic injuries.

We recommend Chiropractic and Dr. Jones for the health needs of you r entire family.

                                                                Dr. S. Jones                      612-5111

                                                                A.B.C. Chiropractic

                                                                1234 W. Main Street

I AM________________________

I FEEL________________________

LIFE IS_______________________

 

TERRIFIC!,  WONDERFUL, MARVELOUS!,  SUPER!,  GREAT!,  INCREDIBLE!, INCREDIBLE!,  EXCELLENT!  FANTASTIC!

PERFECT!, ENERGIZED!,  OUTTA-SITE!, FABULOUS!, OUTSTANDING!, HAPPY!, PAIN FREE . . . .AND NO MORE DRUGS!!!!!!

CIRCLE THE PHRASE ABOUT THAT BEST DESCRIBES HOW YOU NOW FEEL, OR ADD YOUR OWN PHRASE.

NAME______________________________________________DATE_____________________________________________

COMPLAINT___________________________________________________________________________________________

HOW MY LIFE HAS CHANGED SINCE I STARTED TREATMENT WITH DR.JONES_______________________________

MAY WE USE THIS TESTIMONY TO DISPLAY IN OUR RECEPTION ROOM AND/OR FOR OTHER ADVERTISING SO THAT OTHERS MAY KNOW THE BENEFITS AVAILABLE TO THEM?

 

                                                                                SIGNED__________________________________________

 

(THIS FORM SHOULD BLOWN UP TO 8 ½ X 11)