You have a partner in maximizing exposure and branding, with a plug-and-play marketing roadmap you can easily set in motion
The Foundation for Chiropractic Progress (F4CP), a not-for-profit organization comprising more than 28,000 members dedicated to educating the public about chiropractic care, is here to help you as a doctor of chiropractic to solidify a clear vision to market your practice effectively in 2020.
Celebrating 125 years of chiropractic
This new year is especially important for all DCs, as the profession will be celebrating 125 years of chiropractic excellence on Sept. 18, 2020. What better way to celebrate 125 years of success than by effectively inspiring more patients about the positive effects of chiropractic on their health and helping to secure a bright future for the profession?
The fundamentals? You must maximize exposure and branding for your practice. If you haven’t already, ask yourself if your current marketing roadmap includes the following:
- Implementing an annual marketing plan in your office
- Organizing annual educational workshops for your community
- Populating social media channels daily for your office
- Asking your CA to assist in hosting monthly educational webinars for patients
- Distributing monthly newsletters to your patients
- Delivering/coordinating community outreach presentations to key community leaders
Building relationships with local media contacts
If you already are, great! If not, the F4CP has done all of the heavy lifting for its members when it comes to developing the material needed to be successful in marketing your practice in 2020.
Each month the F4CP distributes an online Monthly Marketing Roadmap directly to its members’ inboxes that serves to provide a month-at-a-glance, week-by-week guide of turnkey practice-building materials suitable for delegation to your staff for implementation. Each roadmap is centered around the theme of the month; for example, December 2019’s theme was Low-Back Pain.
To complement the Monthly Marketing Roadmaps, Monday Marketing Memos are sent directly to members’ inboxes each week, which not only serve as a great reminder to reference the roadmap for marketing guidance, but also offer practice-building action steps in easy-to-implement sound bites.
Breaking down the marketing roadmap
Social Media Accelerators™ — The F4CP’s Social Media Accelerators™ are easy-to-use, click-to-share social media postings delivered right to your inbox. All you have to do is log in to your Facebook, Twitter or Instagram accounts, open the email, follow the prompts and post. In 2020 members will also receive LinkedIn Articulator posts, which will be similar to Social Media Accelerators™, but will instead provide information for a professional audience versus the consumer network. The best part — additional social media postings are provided in each Monthly Marketing Roadmap so you can stay consistently active on your channels each week, boosting visibility and engagement online.
White Papers, e-Books, Tip Sheets — The F4CP continues to provide its members with brand-new educational resources, including white papers, e-books, tip sheets, etc., to inspire patients, build practices and advance the profession. These resources include the latest and greatest research in support of chiropractic. The handouts can be printed and used as patient reading material in your practice reception room or brought as collateral to community networking events.
Marketing Implementation Toolkit Packets — A new benefit, the F4CP’s Marketing Implementation Toolkit Packets serve as guides to help DCs connect with their local community: other health care providers, key leadership, attorneys, future patients and more. Designed to instruct on a handful of topics, these resources guide DCs on how to make genuine connections in their local area, whether it’s through a holiday toy drive or a “Dinner with the Doc” to educate patients about what it is you do as a DC. In addition, the F4CP creates Monthly Progress PowerPoint presentations that can be used in conjunction with these community outreach events for effective communication.
Enhance Your Visibility — When you are a member of the F4CP, you are provided a number of opportunities to maximize exposure for your practice, ultimately growing your patient base. Through the F4CP’s very own National Find-A-Doctor Directory, you are provided a listing which includes your practice contact information, and in addition, you are granted a complimentary listing in WebMD, Vitals.com and the American Academy of Spine Physicians’ Doctor Directories. It is key that your directory listings are accurate and up-to-date, as millions of searches are conducted each month and you want to be sure patients can easily find your practice.
Let us do the heavy lifting
When you sign up as a member of the F4CP you are joining more than 28,000 other DCs all committed to educating the public about the benefits of chiropractic care. The F4CP has already handled all of the heavy lifting when it comes to creating and developing the marketing resources you need to brand yourself and your practice as an expert thought leader in your community.
All membership dollars go directly back into marketing the profession and allowing the F4CP to create and develop the resources you need to brand yourself and your practice as an expert thought leader in your community.
To celebrate chiropractic’s 125 years of success in 2020, a portion of membership dues will go toward the development of the F4CP’s brand-new, 30-second chiropractic commercial that will air five times during the 2020 Summer Olympics on July 24-Aug. 9, 2020, in Tokyo, Japan. The commercial is expected to reach more than 204 million individuals.
To join F4CP or upgrade your membership, visit f4cp.org/package.
SHERRY MCALLISTER, DC, MS(Ed), CCSP, serves as the executive vice president for the Foundation for Chiropractic Progress (f4cp.org), the national not-for-profit organization educating the public about the benefits of chiropractic care. She earned her master’s degree in education from the University of California East Bay and is a graduate of Palmer College of Chiropractic West, where she served as an associate professor. She has served as a qualified medical examiner, has been an expert chiropractic witness for the State of California, and has been in private practice in San Jose since 1996. She can be contacted at mcallisterchiro.com.