A remarkable 96 percent of chiropractors are in a constant search for new clients.
This, paired with the rising number of people over the age of 50 and the expanding number of individuals with health insurance, means there is stiff competition for chiropractic business owners. That being said, how do you successfully set yourself apart from other local practices?
When you are opening your first practice, or getting ready to advertise for the first time, one way to differentiate yourself in the eyes of consumers is to take an educational marketing approach in place of traditional marketing strategies.
More often than not, a consumer’s first reaction to an advertisement is going to be “what’s in it for me?” To catch their attention and drive a response, your message should focus on the benefits they will enjoy by choosing you for their chiropractic needs. Here are some best practices to help you develop an educational marketing campaign.
Explain who you are and why you’re the expert
In any marketing collateral you distribute, either online, via email, or direct mail, you should always include a brief background about yourself and your practice. Sharing your accolades, accreditations and licenses shows consumers that you are a trustworthy expert. If you have been in the community for 30 years, share that in your marketing materials to demonstrate that you are a local leader in the chiropractic field.
If you have an area of expertise outside of general chiropractic services, be sure to include that information as well. Offering or participating in educational lectures is another great way to show both existing and new consumers that you go out of the way to share your expertise.
Provide concise descriptions of the services you offer
Unlike some other healthcare professions, chiropractors often have to describe the services they offer their patients. Although common knowledge of chiropractic services has improved, there are still those who only see it as a way to cure an aching back.
In your advertising, list the ailments a traditional adjustment can improve that your patients may not be aware of, such as a herniated disc, pinched nerve, sciatica, whiplash and headaches. You can also use your marketing to share other ailments a chiropractor may be able to help alleviate, like ADHD, allergies, fibromyalgia, carpal tunnel, pregnancy discomfort and more.
Show the specific patient benefits
The main benefit for any chiropractic patient is a positive feeling of well-being following a diagnosis and subsequent treatment of a condition. Instead of simply stating why a consumer will walk away from their appointment feeling better, show them.
One of the best ways to feature these benefits is by including testimonials from existing patients. If you have a patient singing your praises after visiting your practice, share their story. Those who have never been to a chiropractor before will see how good a local community member felt while learning about services available.
Highlight what differentiates you from competitors
If you decide to utilize an educational marketing strategy, you may very well be the only chiropractic practice in town doing so. This alone will show a consumer what differentiates you. But always ask yourself—what else separates you from the other practices?
Do you have more licensed chiropractors than any other practice in town? Do you have extended evening and weekend hours? Do you make house calls? Do you have a 24-hour emergency line? All of these are great facts you can share that can help turn local consumers into new patients.
In the end, educational marketing shouldn’t just give consumers an incentive to visit your practice, it should accomplish the goal of showing why you are the best in town. While creating an effective campaign takes time, with perseverance and a clear strategy, these efforts can help your practice gain a competitive advantage in the market while providing your patients with added value.
Mike Tinz is vice president of sales & training at Money Mailer, and has over 20 years of experience within the direct marketing industry. Prior to joining Money Mailer in 2012, Tinz held positions as ValPak’s VP of sales and has also managed sales teams in territories across the country.
