This article shares several ways DCs can make their chiropractic brand stand out amid all the other advertisers competing for patients’ attention, which will help them grow their practice.
The average person is exposed to up to 5,000 advertisements per day, according to the University of Southern California (USC). Factor in eight hours of sleep and this means most people see and hear approximately 312 ads per waking hour, or five to six ads per minute.
Finding a way to make your chiropractic brand stand out can mean the difference between drawing more chiropractic patients in your doors and being lost among all the other businesses vying for their attention. Here’s how to do it.
Connect with prospective patients’ emotions
While it may be tempting to try to win over new patients by appealing to their rational side, USC indicates that campaigns with emotional content perform twice as well at 16% versus 31%. When your ad stirs an emotional response, it has a greater influence on people’s intent to buy.
Stories are one way to connect with prospective patients emotionally. Ask current or past patients for a testimonial outlining their issue and how you helped. Their story may resonate with others facing the same issue, helping your chiropractic brand stand out.
Utilize the power of color
Another effective way to make your chiropractic brand stand out, according to USC, is with color. If you run an ad on Facebook, add a colored border. This can help you double your click-through rate, increasing your social media engagement.
Other ways to use color to your advantage include changing the color of the call-to-action buttons on your website and contrasting the color of multiple links in a single image. Both can increase conversion rates, turning prospects into patients.
Target your specialty demographic
Do you specialize in providing chiropractic care for athletes, seniors or some other demographic? Maybe you help a high number of patients with a similar issue. CEO Today suggests targeting this niche in your advertisements can help place you at the forefront of these prospects’ minds and make your chiropractic brand stand out.
For example, sports DCs can benefit from creating ads that appeal to athletes, potentially in a certain sport or within a particular age range. Practitioners who specialize in treating patients with sciatica could create ads around this type of pain, catching the eye of individuals with this issue.
Note: Be sure to familiarize yourself with any state regulations surrounding how doctors of chiropractic may advertise specialty services, as some states have very specific rules about how your expertise can be marketed.
Get involved locally
CEO Today also recommends increasing community involvement as a way to make your brand stand out. Help prospective patients get to know you by taking an active role in the community, also connecting your chiropractic practice with positive acts that benefit the local area.
If your town has sports leagues, sponsor one of the competing teams. Donate time to a local charity, help feed the homeless, take care of animals at a shelter or otherwise engage in causes you care most about. This gets you in the face of prospective patients while increasing their awareness of your practice and services.
Be authentic
We can learn a lot about how to make your chiropractic brand stand out by watching others who’ve accomplished this goal. While it may be tempting to employ the same approaches they’ve used to garner increased attention on their brands, it’s important to also be authentic to who you are. Let prospective patients get to know your personality, style and approach instead of trying to be exactly like someone else.
If you tend to infuse humor into patient appointments, for instance, be humorous in your ads. If your approach is focused on providing empathetic care, show empathy in your advertisements. Whatever traits your practice is known for, use them in your ads to help prospects get to know, like and trust you, the three keys to marketing success, and continue to make your chiropractic brand stand out from the crowd.
Final thoughts
Making your chiropractic brand stand out from those of other businesses isn’t always easy, but with well-thought-out approaches that reflect your brand’s values, it is possible. Your efforts are worth it because if they help you grow your chiropractic practice, your brand will grow along with it.