Small business experience; Chiropractor Neuwirth finds marketing a pain
St. Louis Business Journal
April 30, 2010
By Rick Desloge
After 10 years with a chiropractic group practice, Jim Neuwirth formed his own business, the St. Louis Center for Functional Medicine, last December at the southwest corner of Manchester Road and Interstate 270.
So far, the new enterprise, which expects to generate about $250,000 this year, has done limited marketing. It is just launching its Web site, and Neuwirth has made speaking appearances before local groups.
A 1999 graduate of Logan College, Neuwirth is looking for ways to expand beyond word-of-mouth marketing. He wants potential patients to understand how his holistic approach differs from what many people anticipate from a chiropractor.
Neuwirth has served as team physician for local college and professional sports teams and as a doctor for Dance St. Louis. He also is a medical acupuncturist and works with people on strength and conditioning.
The challenge: How does Neuwirth distinguish his new business?
Grant's advice: "Gain the trust of team doctors, who otherwise will not refer out of their group. Make appearances at coaches conferences, leadership conferences and events where high school coaches meet."
Grant Williams
Patient and formerly with St. Louis Rams
Cathy's advice: "He will want to conduct research to understand how to explain his value proposition. This will help him learn how to talk about his business in a compelling way on his Web site, in person, through social media and in advertising."
Cathy Dunkin
President and CEO, Standing Partnership public relations
Dennis' advice: "Tap into marketing expertise available locally for Web site design, marketing/promotional campaigns via newspaper, radio, television, e-newsletter and social media. Add a referral marketing campaign."
Dennis Breite
Vice president, St. Louis Enterprise Centers business incubators
Greg's advice: "Focusing on and owning one specific target market is the key. Find groups of potential patients who fit into your target patient profile. Work with these groups to become the expert in serving athletes and providing nutritional information."
Greg Tucker
Logan College instructor
