Keep in mind these three roadblocks to patient marketing when formulating your branding and content creation strategy
Seventy-six percent of consumers will check out a new company online before visiting its physical location according to a recent survey conducted by Visual Objects. If the consumer feels that the business has a strong online presence, almost half (45%) will take the next step and show up in person – making your branding and content creation a critical part of your practice.
One way to create an online presence strong enough to bring patients through your doors is with your content quality. While countless resources and experts offer time-tested advice about how to make your content jump off the page and draw your viewers in, very few discuss what type of branding and content creation can have the opposite effect and repel versus attract.
Here are a few content creation mishaps to watch for and avoid so you don’t inadvertently cause potential patients to choose your competitor over you.
Talking more about your practice than the patient
When posting content on your website, blog, or social media pages, the general goal is the same: to grow your chiropractic practice. Since content creation is, at its foundation, a marketing tactic, the tendency may be to talk primarily about yourself. You feel like you have to convince the potential patient that you’re the best, and how can you do this if you don’t share your education and experience?
The problem with this approach is that one of the first questions that consumers ask themselves before trying a new business or product is, “What’s in it for me?” They also ask this question when taking in new content. If your content is so focused on you that you don’t answer this critical question, they may decide that there’s nothing in it for them and keep on scrolling.
Before posting a piece of content, ask whether it offers the viewer value. Does it answer a common question, solve a frequent problem, or otherwise increase their quality of life?
Also, notice how many times it uses the words “I” or “we” versus “you.” If the content is heavily self-focused, change it so it talks more about the viewer. Aim to answer the “what’s in it for me” question right up front.
Branding and content creation: is your conversational?
When your site’s visitors or online followers read your content or watch your videos, they want to feel as if you’re talking with them and not talking at them. They want to be a part of the conversation. If they don’t feel as if they are, they may seek a conversation elsewhere.
Perhaps the best example of this can be found in social settings. If you stumble into a group of people and feel like you are a contributing member, you’re more likely to stay and continue to interact. Conversely, if one person appears to be doing all of the talking or no one looks to you for your input, you’re probably going to walk away. The same is true online.
Use your content to spark conversations with your website visitors or online followers. Ask them what they think and encourage them to comment. Let them know that you value their input, increasing the likelihood that they’ll want to interact with you more.
Highlighting the problem without offering solutions
An effective marketing tactic is to hit on your target audience’s pain points. In the case of chiropractic, this might involve talking about back or neck pain, frequent headaches, or a sports-related injury that isn’t healing as fast as it should. This not only tells prospective patients that you understand how they feel, but it also increases their discomfort to the point where they are ready to take action.
Even though the desired solution is to get them into your practice, it can go a long way to also provide tips for how they may be able to find some relief in the interim. This might involve applying ice or heat to the area, or you may suggest a few pain-relieving stretches. Taking this approach serves a couple of purposes:
- It shows potential patients that you care enough about their well-being that you’re willing to provide solutions that don’t involve putting money in your pockets. This makes you a more desirable health partner.
- It gives you the opportunity to show your expertise. They become more willing to trust you because you continue to prove that you know what you’re doing.
Think about this when formulating your branding and content creation strategy. What type of solutions do you offer — both short and long-term? Hitting on each one can make you the viewer’s chiropractic professional of choice, transforming them from prospect to patient.
