Manage your own communications strategies

Creating effective patient and community communication is crucial for any chiropractic practice.

The challenge often lies in dedicating the time to designing quality creative and meaningful content, understanding how to disseminate it and creating the metrics to track success for chiropractic marketing strategies

For many of us, this seems to be a daunting task. After all, we already have to manage a full patient load, maintain adequate records, manage staff, pay the bills and a host of other business-owner duties. Where do we find time to also be our own communications director?

Actually, the answer is fairly simple…and attainable.

Become your own communications director

Many DCs may think they need to hire a third-party company to handle their marketing, public relations and patient engagement efforts. However, with the right strategies and tools, you can successfully manage these responsibilities on your own. Here’s how you can become your own communications director.

Understand your audience

The first step for effective chiropractic marketing strategies is to understand your audience. You must identify those in your community who are your current and potential patients. Unless you are in your first or second year of practice, your core audience isn’t “everyone with a spine.” For example, if your practice is pediatric-based, you certainly don’t want to market to geriatric patients.

Drilling down on your audience involves understanding the demographics, needs and preferences of your primary patients. Conducting surveys, engaging in community events and interacting on social media can provide valuable insights. Knowing your audience allows you to tailor your messages effectively.

Build a strong online presence

A strong online presence is also essential in today’s digital world. Creating a professional website that provides detailed information about your services, credentials and patient testimonials gives you an anchor on the internet. Be certain the website is user-friendly and optimized for mobile devices. Plus, regularly update your website with blog posts about chiropractic care, health tips, news related to your practice and information of interest to your core audience.

Engage with your audience

Social media platforms are powerful tools for engaging with your audience. After all, literally everyone has social media accounts. By using apps such as Facebook, Instagram, Twitter and TikTok, you can share relevant content, such as condition-related articles, success stories, health tips and wellness videos. Engage with your followers by responding to comments and messages in a timely manner. Social media serves as an excellent platform for running targeted ad campaigns to reach potential patients in your community. In addition, creating videos of you and your team can showcase your clinic’s personality, which will help you attract like-minded patients.

Email marketing is another effective way to keep in touch with your patients and nurture relationships. As you collect email addresses, send a regular cadence of newsletters with updates about your practice, health tips, special promotions and exclusive offers. Personalize your emails to make your patients feel valued and appreciated. Recognizing special community events in your emails can also show your allegiance to your town or area.

Public relations (PR) is the process of managing your reputation and building relationships with the public. Write press releases about new services, special clinic events and community involvement to send to local media outlets. Offer to write expert articles for local newspapers, magazines and online publications. Use the local media to help enhance your credibility and visibility.

Build strong community relationships

Building strong relationships within your community is essential for your practice’s growth. The idea is to be seen attending local events, sponsor community charitable organizations and sports teams and join local business organizations. Networking with other healthcare professionals can also lead to referrals and collaborations. Staying active in your community helps you establish a positive reputation and allows you to connect with potential patients.

Leverage technology

There are numerous tools and software available to help you manage your communication startegy efficiently. Use customer relationship management (CRM) software to keep track of patient interactions and follow-ups. Utilize scheduling tools for social media posts and email campaigns. Online platforms like Canva can help you create professional-looking graphics and marketing materials without needing a graphic designer. Also, tools such as MailChimp can help you with your email marketing campaigns.

Marketing and communication strategies are constantly evolving, especially with the rapid advancement of digital technologies. Stay up-to-date with the latest trends and best practices by attending workshops and webinars, and consider finding a business coach to assist with the direction of your campaigns.

Final thoughts

You can effectively manage your own communications strategies by understanding your target market, building a strong online presence, utilizing social media, creating relevant content and leveraging technology. The good news is that when you take control of your communications strategy, you will build stronger relationships with your patients, enhance your reputation and grow your practice. With dedication and the right strategies, you can easily become great at chiropractic marketing strategy. After all, no one knows your message better than you do.

 MICHAEL PERUSICH, DC, a former investment banker, is a solutions-focused advisor with more than 25 years of success across the healthcare and consulting industries. His broad areas of expertise include coaching, training, content development and motivational speaking. Perusich is the CEO for Kats Consultants LLC, where he and his team offer a unique platform of business knowledge and tools for today’s chiropractic entrepreneur. For more information, contact Perusich at 407-308-5590 or visit katsconsultants.com.