A modern marketing approach to chiropractic care

Read Chiropractic Economics‘ interview with Steven Knauf, DC, Vice President of Chiropractic and Compliance at the Joint Chiropractic.

Knauf began his career with The Joint in 2011, and after spending four years as a doctor of chiropractic in-clinic, he assumed the role of senior DC for 13 of The Joint Corp. clinics, after which he was promoted to a director position at the corporate office. Here, Knauf shares his insight into changing consumer interactions with healthcare providers, the impact of location on your chiropractic marketing strategy, the importance of staying up-to-date with technology and rising consumer expectations. He emphasizes the need to stay relevant outside your clinic with the help of social media and the benefit of learning from successful brands. 

Chiropractic Economics: Are consumers changing how they interact with healthcare providers?

Steven Knauf: The answer is emphatically yes. Patients are receiving their services in three different ways: 1. the workplace, 2. digitally or 3. in person. Some are getting care directly through their employer, whether it be onsite or at a clinic the employer has made available to them. Others are getting treatment remotely via services like Teledoc or Zoom. This is becoming very popular as patients are seeking services that fit into their daily routine and can be accessed in the comfort of their own homes. And finally, when they do go to a traditional clinic in person, they want the most accessible way to obtain that service. We are seeing more chiropractic clinics, urgent care, big box pharmacy minute clinics and other types of health services move into communities to try and make it more convenient for the patient. This is because the consumer wants healthcare in a place where they already shop for their everyday needs.

CE: What things do DCs need to consider when opening/operating a practice given these changes?

SK: It is important to consider the location of your clinic because it is going to have an impact on your chiropractic marketing strategy. As we all know, DCs have been traditionally located in medical plazas or business parks. To be able to attract new patients and build a practice successfully, that location requires a different type of marketing versus a clinic located in a retail center with high traffic. A more traditional location is still viable, but it also impacts how much you spend on marketing. You must make up for that lack of visibility in your marketing spend, versus a clinic located in a grocery store-anchored shopping center where you are visible to large amounts of people every day.

CE: How important is technology to your chiropractic marketing strategy, and to how you operate your practice?

SK: Technology is a beast of its own and it is changing rapidly. It impacts every aspect of your business, and you need to be able to keep up with the changes in technology and consumer behavior. It plays a huge role in how you interact with the patient, as well as what they expect from you. Some examples would be having an active presence on social media or offering digital appointment setup. No matter what your business, consumers expect to not just find a website for you, but oftentimes they want to see your social media to get a feel for your brand and how people react and engage with you. They also want to be able to set up appointments either online or via text and get reminders, so it is important to invest in a scheduling system that can meet those needs. The intake in your clinic should also be digital versus paper.

People have big “tech” expectations when it comes to how they interact with any business, and DCs are included. Even though our industry has moved slower than other professions, consumers want to see that up-to-date validation that tells them they are in the right place for their care. It also streamlines and makes the experience more convenient; everybody wants to get time back. They want to spend less time, but still get the same value!

CE: What might a DC do to better manage ever-changing chiropractic marketing trends?

SK: When they are not in your clinic, you must find ways to stay relevant via social media, apps, email, loyalty programs, texting and/or a blog. At the end of the day, we are fighting for mental real estate. How can you become a thought in their day while they are not in your clinic? All medical providers need to be thinking about this topic.

You can always hire a firm to support you if you feel like it is something that is out of your wheelhouse. Or, if you are ready to dip your toe in the water, but don’t know where to start, look at some of your favorite brands and what they are doing when it comes to marketing. Social media is an easy place to start. For example, I am a loyal fan of Peloton. The brand does an incredible job engaging with its fans. What does your favorite brand do to stay relevant with the consumer? Pay attention to how often they are creating content and who or what they use to push out that content. You would be surprised that you don’t have to spend a lot of money or reinvent the wheel to get going. Peloton uses a lot of instructors in its social media. How can you replicate that? Use your own clinic team members to help create content for you. Take lessons from the ones who are winning and implement some of those marketing strategies in your practice.

CE: What do patients expect as far as an experience while in a chiropractic clinic?

SK: It is all about removing barriers and creating a really great experience. Whenever you can reduce a barrier for a patient looking for your services, it is another step to success. Additionally, going above and beyond is critical, because when you are providing fantastic service and you have also reduced barriers to that service, success is going to be exponential. Everyone is pressed for time, and they want more value for their dollar now more than ever.

CE: What are the key deliverables when it comes to operations?

SK: Technology, marketing and operations need to work in concert to be successful in this new environment. However, one of the most critical items when it comes to operations is that you must be able to do what you say you are going to do. If you are promising something to the patient, perhaps in your marketing as an example, you have to be able to execute it. Whether it comes down to training, or using technology correctly, does it all work in the correct way with the flow of your clinic? Otherwise, it can become an inhibitor. Understand how patients move through your clinic and ensure you have proper training to enhance your operations and meet your promises.

The good news: Chiropractic care is still very much a people business. We aren’t going to be replaced by robots anytime soon. There is a tremendous human connection we still get to hold on to, so ensure you have great training, great people and great processes in-clinic.

The Joint Corp. revolutionized access to chiropractic care when it introduced its retail healthcare business model in 2010. Today, it is the nation’s largest operator, manager and franchisor of chiropractic clinics through The Joint Chiropractic network. The company is making quality care convenient and affordable, eliminating the need for insurance for millions of patients seeking pain relief and ongoing wellness.

GLORIA N. HALL is editor-in-chief of Chiropractic Economics. Contact her at ghall@chiroeco.com.