Today we’ll be discussing health care classes. I get plenty of questions about how to host these types of classes. They ask how I get people to attend and how to make the class compelling. So, before we begin, I’d like to pose a question — if you were to host a health class what would you and your team do to ensure that no one shows up?

Looking at your health class from the standpoint of failing may seem like a weird way of approaching the problem. However, this is the way we do it when we’re coaching teams at Blue Cow Practice. Think of it as reverse engineering the process.

Asking how to make your health class fail tends to engage teams more so than asking them how to make the class succeed. So here’s a quick exercise you can adopt when you’re planning your own health class.

Ways To Ensure No One Shows Up To Your Health Class

The first thing you can do to ensure no one shows up to your health class is to keep it a secret. If you don’t promote it or tell anyone you’re doing it, there’s no way anyone will show up to your class. On the other hand, if you want people to attend, you’d better mention it during your ‘Report of Findings’ session.

Another thing you can do to ensure no one shows up is to downplay the benefits that attending the class will provide. You can’t force people to come to the class, and it really shouldn’t be a hostage crisis situation.

You should strive to communicate the value and benefit of your class during the promotion period. If your attendees can see the value, you’ll significantly increase the chances of them attending.

Another way to repel people from your health class is to avoid reserving places for people who RSVP. In such a situation you’d basically be saying “Hey, we’re having a health class. Come if you fancy.”

Doesn’t sound very welcoming or exclusive, does it? This is opposed to doing it the right way, which goes a little bit like so:  

“Hey Doris, we are going to reserve a seat for you and your partner Bob at our health class. If, for any reason, you have an emergency that comes up and you can’t attend, please do let us know because we normally have a waiting list and we will then be able to give someone else your slot. Then we can reserve you a space in the next class.”

Now that sounds like a class that you’d better attend or you’d lose that coveted spot! At the same time you can have the peace of mind that if an emergency were to suddenly come up you’d still have a seat at the next class.

Moving on, another thing you can do to ensure your class remains empty is to make it as difficult as possible for people to attend. For example, if we actually wanted people to attend, we would reserve a few adjustment sessions for the newer patients who have expressed interest in the class. Meaning that if the class starts at 7:15, we could reserve some slots from maybe quarter to 7 and 7:15.

If you want to make it difficult for people to come, then you could proceed like so:

“Hey, the class is on Wednesday, but you’re going to be coming a couple of times a week anyway, so we want to make this as difficult on you as possible. So, rather than popping one adjustment just before the class to ensure you get adjusted to our schedule, we’re going to make it so you have to come back and forth an exhausting number of times.”

The above is a sure fire way of making sure that no one attends your health class.  

Consider Reverse Engineering The Process

There are plenty more examples I can give you, but I think the point has been made. Looking at how to fail will increase your chances at succeeding.

That’s why when I’m approached on how to run these classes I ask the same questions every time — Are you actually enabling people to come? Are you making sure people see the value of your class? Are you making sure you’re treating it like it is a real, useful, valuable session that’s part of your actual chiropractic care, rather than just being something you’ve just added on for the sake of being fancy?

Anyway, these are just a few hints and tips to run a successful health class. One last tip I can give you is to keep your classes at a reasonable length. I’d say half an hour is a good run time. So get out there and focus on failing so that you can succeed.

If you’re looking to grow your practice, then check out the latest episode of the Blue Cow Podcast. We’ll show you the way to grow your practice faster, and with fewer headaches.


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