Adding topical analgesics to the product mix.

Everybody wants to feel good. Hence one of the reasons people seek out chiropractic treatment for pain in the back, neck, extremities … the list goes on. And while a person in pain may consider taking a pain reliever such as ibuprofen or acetaminophen, a better solution might be to have an adjustment, therapy, and to use a topical analgesic that goes right to the painful area.

Why something so simple as a topical analgesic? Like primer for a car before being painted … and as a clear coat afterward … topical analgesics can prepare the body for treatment and help the body to continue feeling better afterward. And because topical analgesics can be put directly into the patient's hands, they become marketing tools that build trust (that you care about their well-being), as well as a way to build on your profits.

Home Is Where the Analgesic Is

Growing up, you might remember having a tube of Aspercreme or Bengay around the house. Mom or dad would use them to help take away the pain of sprains, strains, and aches. Sometimes they burned; quite often they smelled like something out of this world. But having a tube on hand was just as likely as having Bactine, Band-Aids, baby aspirin, and Solarcaine (for the inevitable fall, scrape, and burn) around. Thankfully, people now have more choices than ever about which topical analgesic to take home. While over-the-counter creams, sprays, and lotions are widely available (and heavily advertised by sports celebrities), it is the formulations available to health care professionals, such as doctors of chiropractic, that are making headways into medicine cabinets.

Through the chiropractic office, patients may experience a topical analgesic such as Biofreeze, take home a sample packet, and if they like what the product does for them, purchase the full-size product through the doctor. Thereafter, the doctor has the opportunity to become the patient's "go-to" when the analgesic runs out.

Topical Marketing

Samples have long been a good way to put useful products into people's hands. From cereal and tissues, to shampoo, conditioner, and cookies, samples are an effective marketing tool. Topical analgesics are no exception. Topical manufacturers such as Biofreeze/Hygenic Performance Health Products, Export, Pa; Sombra Professional Therapy, Albuquerque, NM; and Koalaty Products, Tampa, Fla, offer samples to doctors of chiropractic to try first and then give to patients. People have a fondness for samples and the reassurance that they are around the house "just in case." A little packet of topical analgesic may sit in the medicine cabinet for a month before being used, but just knowing that it is there, and that it works, is the siren song for the person who will consider buying the full-size product to ensure they always have some available.

Some doctors of chiropractic take the distribution of samples for practice promotion a step further. Steve Smith, DC, of Buena Park, Calif, knows how a little topical analgesic can go a long way toward marketing efforts. Using it as a means to actively bring in new patients, Smith has a greeter stand in front of his clinic handing out free samples of Biofreeze while inviting prospective patients to take a spinal screening.

"It's a good icebreaker," Smith says. "Quite a few of my chiropractor friends use it, but here at Smith Chiropractic we actively promote it."

Smith finds that Biofreeze is more gentle to the skin and nose than older products such as Bengay and Icy Hot. He uses it at the end of every physical therapy session in conjunction with a therapeutic massage.

Community events are another venue where he hands out the Biofreeze samples, sometimes with a massage therapist in attendance. "You can't get Biofreeze at Rite-Aid," he points out. "You have to get it at a chiropractor's office." It has worked well as a promotional tool for Smith, who has been doling it out for years.

Analgesic Up-Sell

These days, if you don't have products in the office to offer your patients, you're probably missing out on opportunities to increase your profits. While some may shy away from "pushing" products such as pillows, hot/cold packs, and topical analgesics upon patients, offering such items encourages patient trust that you care enough to provide a convenient solution to make them feel more comfortable. Additionally, with the competition of other practitioners in your area, it would be wise to sell products, including topical analgesics, to remain competitive.

So, how do you comfortably sell a topical analgesic to your patients? First, try it out on them before, during, or after treatment. Then, send them home with a sample, and ask them what they think about the product during their next visit. If they really like the topical and find it effective, let the patient know you offer the product in a more convenient size and application method. Chances are good that they will then make a purchase. Even better, if you dedicate a portion of your office or waiting area to product display, your patients will have an opportunity to investigate your offerings by themselves and inquire about anything of interest during their appointment.

The Bottom Line

Today's market demands that health care practitioners make the most of their time, space, and services. With all of the medical doctors now providing aesthetic services such as Botox, intense pulsed light treatments, and filler injections in their offices as a profit-building add-on to patient care, there should be no issue about a doctor of chiropractic offering patient care products, including topical analgesics, to his or her own patients. Patients are becoming more accepting that they will find "extras" in their practitioners' offices. Make sure you have your extras on hand.