The Broken Window Theory for Chiropractors

October 31, 2011Leave a reply
Post by: , Chiropractic Social Media Marketing Manager

What is the Broken Window Theory?

The term was first coined by social scientists James Q. Wilson and George L. Kelling in 1982 article titled “Broken Windows” for the Atlantic Monthly.

The article makes the argument that if vandalism and graffiti are not promptly addressed by a building’s owner then a loud message is sent out that no one cares or that no one is in charge.

The author gives the following example:

“Consider a building with a few broken windows. If the windows are not repaired, the tendency is for vandals to break a few more windows. Eventually, they may even break into the building, and if it’s unoccupied, perhaps become squatters or light fires inside.

The author goes on:
“Or consider a sidewalk. Some litter accumulates. Soon, more litter accumulates. Eventually, people even start leaving bags of trash from take-out restaurants there or breaking into cars.”

Now, anyone who has past by an unkempt urban area would quickly agree with the author’s assement. But how does The Broken Window Theory apply to your chiroporactic practice? Ofcourse, any responsible business owner is going to properly maintain their facility, right? We make sure to clear our buildings of clutter, we replace old lights when they go out, and if someone vandalizes our storefront we are quick to repair the damages.

Broken Window Theory

Are Your Windows in Need of Repair?

Are Your Windows in Need of Repair?

But what are we doing to ensure that we are not falling victim to “digital graffiti” such as negative reviews, misleading statements, and social media attacks online? The Broken Window Theory not only applies to our physical storefront but also to our virtual one. If this digital grafitti is left unattended to, it will accumulate and give others the impression that no one cares or that no one is in charge.

Reputation is Critical for Chiropractors

In this day and age, your online reputation is critical towards the success of your business. If you currently do not have any reviews make sure to ask your loyal customers to take a few minutes to leave a kind word. If you currently have negative reviews – try to work out the dispute with the scorned customer and then ask them to remove it. If the reviews are blatantly false, go through the proper steps to have them removed.

It will be well worth the time and effort!