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As a chiropractor, you already know how valuable spinal decompression therapy can be for patients who are suffering from herniated discs, bulging discs, or degenerative disc disease. However, getting your patients to realize its positive benefits is not always easy—so what can you do to market it more effectively?
Make a video
Part of what makes spinal decompression so scary for people is the thought that they will be put on this medieval-looking contraption that doesn’t look the least bit comfortable. Visions of old horror films enter their minds as they picture their upper body separating from their lower body, causing even more pain than they currently feel.
One of the best ways to remedy this is to make a video of someone going through the procedure—this will show your patients exactly what to expect. Once they see that it is nothing like what they think, they may be more inclined to agree to this particular therapy.
You can give them the link to the video, put it on your social media page, or show it to them right in your office via your tablet or other electronic device. Something like this can make your clients see how beneficial this type of treatment can be and take the fear factor out of it at the same time.
Post testimonials on your social media pages
Social proof is a very effective way to market anything, spinal decompression included. When people can hear from others who have undergone treatment via this type of therapy, learning of all of the positive benefits that they report enjoying as a result, they are more likely to consider it for themselves.
According to research, social media platforms are a great place to put these types of statements. In one studyconducted on banks in Germany, researchers found that referred customers’ lifetime value “was 16 percent higher, on average, than that of non-referred customers with similar demographics and time of acquisition.” Additionally, the Return on Investment (ROI) was approximately 60 percent.1 So, posting these testimonials and letting your followers “like” and “share” them with their friends and family can potentially do great things for your business.
These testimonials can also be placed on your website or typed on an informational sheet that you hand to your clients to help them thoroughly understand what spinal decompression therapy is and how it can help. Just make sure you get approval from commenters before using their words to promote this particular treatment.
Hold a seminar or informational meeting
Some people prefer in-person marketing mediums, which can easily be accomplished by holding a seminar right in your office lobby either after their work day has ended or during their lunchtime (called lunch-and-learns). Invite the patients who could benefit most from this type of treatment and maybe show them a PowerPoint presentation that better explains it. Let them ask any questions they may have and maybe even arrange for a demonstration.
At the conclusion of the seminar, take them to the spinal decompression table and show it to them so that they become more familiar with it. A lot of fear comes with the unknown, so educating them about spinal decompression and letting them see exactly what it is may be the difference between getting them to sign up and having them not consider it as an option.
Reference
1 Schmitt P, Skiera B, Van den Bulte C. Referral programs and customer value. Journal of Marketing. 2011:75(1);46–59.
