A Study Into How Osteopaths Attract New Business.

Stephen Marshall                                                                                             Supervisor: Joanne Cole

Abstract

The purpose of this study was to investigate, analyse and evaluate many different ways in. which osteopaths attract new patients, and to find out which methods arc most successful. If osteopathic healthcare is to progress in the market place where there are many choices such as allopathic physicians, chiropractors and physiotherapists it is important that individual practices promote themselves in the most efficient and appropriate way. The key objective of this research was to determine which methods work well and equally as importantly highlight methods which are being used but work less well.

To gather relevant information a short questionnaire was sent by post to two hundred registered osteopaths located in England: 87 completed replies were received. Information was gathered regarding advertising and other publicity mediums, referrals and recommendations as well as practice and practitioner centred information, such as type of location and number of years in practice.

Results showed that osteopaths believe most new patients collie to them having been recommended, but that a substantial volume are referred by other professionals or are attracted by advertising with the most popular medium being the Yellow Pages telephone directory.