Marketing For Chiropractors
No Body Knows You – And You Have No Budget
You have been rigorously trained and have great physical therapy skills. You are working at the clinic but are wanting to start your own chiropractic clinic except not too many know about your (or your skills) and you don’t have much marketing budget.
Need A Steady Stream of Clients
Or maybe you have been in the industry for a few years now and you are wondering if you are heading in that direction of burn out (the Industry burnout rate for chiropractor starts from 5 years). You desperately need a steady stream of clients (new and repeat ones) to keep your business afloat.
So what’s your approach for promoting or marketing your services or you?
Things You Have Tried Did Not Work Fantastically Well
Perhaps you have tried handing out name cards at events or business meetings, printing flyers or advertising on yellow pages, printed ads or direct marketing and you wonder what else you could try.
How About Digital Marketing?
You hear the term digital marketing or online media and you wonder if that is something you can try.
Is Digital Or Online Marketing For Chiropractors?
Digital marketing or online marketing for Chiropractors has worked well for many and here’s why:
- 91% of netizens use search engine to look for information – (looking for service providers, chiropractors in your case)
- >50% online “purchases” preceded by internet search – they research the chiropractors they find online to see if there may be a fit
- 74% of internet users perform local searches (Kelsey Group)
- 82% local searchers follow up via in-store visit, call or purchase (TMP/ComScore)
- 90% of online searches result in offline purchases (ComScore)
Here’s What It Means
The tells us that there is definite advantage of having a presence online because that is where your patients are looking for you. And today, aside from the good old work of mouth and referral marketing, people are looking for experts and chiropractors such as you on Facebook, LinkedIn, YouTube Or Google+ Local Places (what is commonly referred to as Social Media Platforms).
If you are thinking of using online media to promote or marketing your chiropractic practice here’s what you’ll need to do. In order of sequence you need to:
1 – Set up a presence online where your market is. You need to be easily found where your patients are looking for you. That means you will need to know where to claim your space for the best results instead of showing up on places where your marketing is not likely to be looking for you. For example, if you clients is looking for you on LinkedIn, you want to have a presence there. Like wise if the majority or your main clients are looking for you on Facebook, then you’ll want to claim your place there.
2 – Show up and be readily visible where and when you are searched. If you have a presence (and so does a million other people) but you are not easily found or standing out from others then you are likely to be passed over – it’s just as good as not having a presence.
3 – Show up friendly to your client’s experience. Today there are 5.3 billion people with mobile phones (compared to 4.2 billion with toothbrush), a big chunk of them are searching for information on line using mobile devices. If your website is not mobile friendly (if it takes too long to load or show up with tiny fonts and complicated navigations) you are not going to stand a good chance of being found or contacted. Your prospect will likely abandon your site before it finish loading or when they see congested and complicated screen that crowds their 3 inc mobile screen.
4 – Show case your expertise and authority in your chiropractic field. It’s great to give a smashing first impressions but you online content (blog posts, articles, videos, audios) must also be able to stand the test of quality, recency and relevance to your audience.
5 – Keep in contact with them and continue to communicate with them if your market choose to contact you and seek you out, you need to . A common and effective way to do that is via emails but with their permission (not spamming). This allows you to build a relationship with your prospect and be in their radar when they need your service or expertise.
Once they contact you or pay you a visit, you can continue to follow up with them using traditional marketing for chiropractors. Online marketing serves as an additional channel to bring you ready stream of clients. I do not think digital marketing will replace offline marketing (the traditional marketing) but being versatile and available on these new channels will certainly give you the edge you need and the much needed coverage
It is not expensive to set up social media sites or your own website. If you do this correctly, you can be found by new prospects who are actively looking for you everyday! More people are turning to online and mobile searches and if you want to go where the market is you will do well to add that marketing channel to your chiropractic center.
Digital marketing is something that could help you brand and build a reputation for you online. Here’s a presentation I did on using personal branding to grow your business.
As you put up and build your online avatar through your online presence such as Facebook, LinkedIn, YouTube Or Google+ Local Places, your prospects get a sense of who you are and what you stand for and whether or not you are someone they will want to work with.
At Louisa Chan and Parters we specialize in helping chiropractors grow their business through online marketing. More free tips and resources on marketing for chiropractors are available through our free online video based training for chiropractor here.