Five essential marketing tools

By implementing five essential marketing tools, you can establish a strong online presence, attract new patients and build a thriving practice.

As a healthcare professional, you focus on providing excellent patient care. However, in today’s competitive landscape, even the best care cannot guarantee a thriving practice without effective marketing. Marketing might seem daunting, especially if you’re just starting or haven’t delved into it before. But fear not. This article will introduce you to five essential marketing tools that are both accessible and powerful, providing a solid foundation to attract new patients and grow your practice.

1. Google business profile: Your digital front door

Think of your Google business profile (GBP) as your online storefront. It’s often the first impression potential patients have of your practice. Claiming and optimizing your GBP is crucial because it allows your practice to appear prominently in Google search and maps results when people search for “chiropractor near me” or similar terms.

What to do immediately

• Claim and verify: If you haven’t already, go to https://www.google.com/intl/en_us/business/ and claim your business listing. Follow Google’s verification process, which usually involves receiving a postcard with a code to your physical address.
• Complete every section: Fill out every section of your profile thoroughly. Include accurate business hours, contact information, services offered, a compelling description and high-quality photos of your clinic and team.
• Encourage reviews: Patient reviews are vital for building trust and improving your search ranking. Encourage satisfied patients to leave reviews on your GBP. A study found 87% of consumers read online reviews for local businesses. According to one Google analyst, you need 50 or more five-star Google reviews to be recognized as a top clinic in your practice area. It is also a good idea to have the most Yelp reviews in your area as well. This is much easier to do than reach number one on Google, since fewer people use Yelp.

2. A professional website: Your 24/7 receptionist

Your website is your digital home base. It’s where potential patients learn more about your services, philosophy and team. A well-designed website builds credibility and trust, making it more likely for visitors to book an appointment.

What to do immediately

• Choose a simple platform: Platforms, such as Squarespace, Wix or WordPress (with a user-friendly theme), offer easy-to-use templates, even for beginners. Many vendors specifically market to health professionals. Make sure your domain name is short and easy to guess to eliminate any barriers for someone to find your page.
• Essential pages: Ensure your site includes:
  • Homepage: A clear overview of your practice and a call to action (e.g., “Book an Appointment”).
  • About us: Share your story, credentials and approach to care.
  • Services: Detail the specific services you offer.
  • Contact us: Provide your phone number, email, address and a contact form.
  • Testimonials: Showcase positive patient experiences.
  • Blog (optional but recommended): Share informative articles on topics related to chiropractic care and wellness. This can establish you as an expert and improve your search engine ranking (more on that later).
• Mobile-friendly: Ensure your website is responsive, looks great and functions well on all devices, especially smartphones. Most people search for local businesses on their phones.

3. Email marketing: Stay top-of-mind

Email marketing is a cost-effective way to nurture relationships with current and prospective patients. It allows you to share valuable content, promote special offers and remind patients to schedule appointments.

What to do immediately

• Choose an email provider: Services, such as Mailchimp, Constant Contact or AWeber, offer affordable plans for small businesses.
• Build your list: Offer a valuable incentive (e.g., a free ebook on back pain relief) in exchange for email sign-ups on your website or in your office.
• Send regular newsletters: Share informative content, such as tips for maintaining spinal health, healthy recipes or updates about your practice. According to the Direct Marketing Association (DMA), email marketing has an average return on investment (ROI) of $42 for every $1 spent.

4. Social media: Connect and engage

Social media platforms, such as Facebook and Instagram, are powerful tools for connecting with your community and building brand awareness. While you do not need to be on every platform, choosing one or two where your target audience hangs out is a great starting point.

What to do immediately

• Choose your platform(s): Facebook is generally a good starting point for local businesses. Instagram can be effective if you plan to share visually appealing content.
• Create a business page: Set up a professional business page (not a personal profile) and complete all the relevant information.
• Share engaging content: Post a mix of content, including:
• Educational posts: Share tips for posture, ergonomics or exercise.
• Behind-the-scenes: Introduce your team and showcase your clinic culture.
• Patient success stories (with permission): Highlight positive outcomes.
• Promotions and special offers: Announce any special deals you’re running.
• Engage with your audience: Respond to comments and messages promptly.
• Consider social media ads: These ads, which are placed and run by platforms such as Facebook or Instagram, can be helpful. Start with a low budget to test, but target a specific geographic and demographic group.

5. Basic SEO: Help patients find you online

Search engine optimization (SEO) involves optimizing your website and online content to improve your ranking in search engine results. While SEO can get complex, there are some basic steps you can take to get started.

What to do immediately

• Keyword research: Identify relevant keywords that potential patients might use to search for chiropractic care in your area (e.g., back pain relief [your city], chiropractor for neck pain [your city]).
• Optimize website content: Incorporate these keywords naturally into your website copy, especially in page titles, headings and descriptions.
• Build local citations: Ensure your business name, address and phone number (NAP) are consistent across all online directories (e.g., Yelp, Yellow Pages).
• Create quality content: Regularly publish informative and engaging content on your website or blog. A study by HubSpot found companies that blog receive 97% more links to their websites.

Final thoughts

Marketing your chiropractic practice does not have to be overwhelming. Start small, track your results and gradually expand your marketing efforts as you become more comfortable. Never take your foot off the gas pedal. I recommend you always market yourself and your services every day, everywhere, all the time. Your future patients are out there waiting to discover the benefits of your care; make sure they can find you.

David Bohn, DC, graduated from National University of Health Sciences in 1988 and has since been in continuous practice. Since 2004, Bohn has pursued development of both documentation and X-ray analysis software. He has extensive experience developing, marketing and maintaining a successful practice. Bohn is an instructor for KDT Decompression Therapy Seminars.