Issue 14 - October 2004

The e-health revolution
Wired and retired: Tapping into the anti-aging market
By Daniel Gonzalez

Chiropractic is in the midst of a revolutionary opportunity that will inevitably influence our industry and profession like no other and change the way the way we conduct our business forever. The opportunity: E-health — healthcare via the Internet.

Today, 93 million people search the Internet for health-related information with 7 million searching on a single day.1 That number represents more people going online in search of health information than those who actually come into our offices.

Some interesting facts about online e-health:2

• The typical “health seeker” is female.

• She is between the ages of 30 and 49.

• The top three topics she and other health seekers search are information about disease and conditions (60 percent), medical treatments and procedures (47 percent) vitamins, minerals and supplements (44 percent).

• Online sales of vitamins, minerals, and supplements have reached $1.7 billion.3

• 32 percent of online consumers already shop for health products on the Web. Another 8 percent of all retail sales of health products will move to the Web by the end of 2004, generating $22 billion in revenue.4

FUELING THE ANTI-AGING MARKET
Analysts and market researchers say anti-aging products now account for more than $4.3 billion in retail sales every year.5 The combination of aging Baby Boomers and the proliferation of more effective anti-aging formulas will continue to increase the demand for anti-aging products and drive sales even higher.

According to a recent study, 66 percent of wired seniors had looked for health or health-related product information online. Another 47 percent of these “wired and retired” individuals bought something, with vitamins, minerals and supplements topping the list.6

If you were to compare the demographic profiles of the typical online health seeker, chiropractic patient and baby-boomer, you would find that they are likely to share similar wants and needs.

Their goal: to feel good and stay healthy. They choose to achieve this goal by empowering themselves with information and becoming doctor-independent — putting you in the role of a consultant to their health.

THE OPPORTUNITY
Given all the information we have about e-health, we have two great opportunities to tap into it with a good e-commerce solution:

• To educate current and potential patients; and

• To provide anti-aging products to them — over the Web as well as in our offices.

What is a “good” e-commerce solution? It is one that:

• Captures visitor/patient information;

• Sends automated follow-up messages;

• Enables you to set up an instant, real-time merchant account and allows you to accept credit cards at your secure site;

• Gives you the opportunity to offer patients/visitors doctor-recommended products; and

• Provides you the ability to educate your patients (via e-mail or through newsletters) on health topics they are interested in.

A good e-commerce site generates new revenue streams, reduces operating costs, improves customer satisfaction and improves competitive position.

So how do you get into the loop? Here are some simple steps to help send you on your way:

1. Get a Web site. But just having a Web site is not enough. You need to develop a Web strategy.

Start by determining what type of site your patients would benefit from most. Here are three general types to choose from:

Brochure site: This is a simple static site that provides general content. This type of site mostly only offers you an opportunity to deliver your chiropractic message.

Interactive site: This type of site incorporates the brochure phase along with e-mail capabilities, online appointments and online transactions (ability to sell products).

Database driven site: This site offers you the ability to market to both existing and potential patients via personalized e-mail campaigns and newsletters. It also allows you to personalize content. And it offers traditional interactive features, such as online appointments, Web-based forms and transaction capabilities that can be linked up to product manufacturers and distributors and make it easier for you to order supplies.

2. Brand yourself on the Web. Most revenues today are generated by repeat business. Effective branding — resulting from congruency with your Web site, existing brochures, business cards, stationery and logos — results in repeat business and longer, healthier relationships. Through branding, your patients “burn” an image of your clinic into their memories.

And that makes it easy for them to find you online, choose the information they’re interested in and conveniently purchase products they trust and are familiar with.

3. Reassure visitors about security. Despite the constant reassurance from major e-commerce players, visitor anxiety about private details such as credit cards and personal information on the Internet remains high. If you want people to use online services and order immediately, draft a privacy policy and tell your patients that their information is secure.

4. Market your site. Successful marketing requires consistency as well as constancy. Your site will not market itself, but by becoming the source of reliable and consistent information it can result in increased awareness and popularity of your practice.

Some marketing ideas: Send news releases to local newspapers, magazines or media publications to let them know that your Web site is a trusted source of high-quality health and wellness information. Put your Web site in all print advertising. And include it on all print material you provide to patients.

5. Educate your patients. Many doctors use some form of nutrition in their treatment programs, but providing such products should not be confined to the office.

If you consistently e-mail or send newsletters to your patients educating them about anti-aging issues and informing them on the solutions and services your clinic offers, you can create a source of passive revenue for yourself as well as a safe and reliable path for your patients.

Traditionally, chiropractic has been a bricks-and-mortar profession. Today, you can develop your practice into a clicks-and-mortar office and offer services through a synchronized, fully-integrated, multi-channel approach that’s available 24 hours a day, 365 days a year. u

Daniel Gonzalez is a research associate at Parker College and president of Zonsite, LLC, a leader in wellness information systems and a pioneer in Internet based chiropractic patient communication solutions. To contact him, visit www.zonsite.com or call 866-966-2778.

References
1 Fox, Susannah, and Deborah Fallows. Internet Health Resources. Washington, DC: Pew Internet & American Life Project, July 16, 2003.
2 Health Christensen, M. G. and National Board of Chiropractic Examiners. (2000). Job analysis of chiropractic : a project report, survey analysis, and summary of the practice of chiropractic within the United States. Greeley, CO, National Board of Chiropractic Examiners.
3 Jupiter’s Health Market Survey: www.cyberatlas.internet.com/markets
4 ActivMedia Research. Consumable Products: Building Consumer Loyalty Online: Dec. 1, 1999.
5 Packaged Facts. The US Market for Anti-aging Products. Aug. 1, 1999
6 Fox, Susannah, and Deborah Fallows. Wired Seniors: A fervent few, inspired by family ties. Washington, DC: Pew Internet& American Life Project, September 9, 2001.