With proper segmentation, you’ll improve your marketing efforts and also strengthen your relationship with your patients, leading to better outcomes for both your practice and your bottom line.
Your patient list, when used effectively, is one of the most valuable assets in your practice.Whether you’re introducing new modalities, adding associates or launching digital advertising campaigns, segmentation of your patient list is the key to ensuring you get the most out of any initiative. When I was in practice, I had the privilege of learning from some of the best in the business, including marketing expert Dan Kennedy. His mantra, “The money is in the list,” stuck with me and shaped how I approach patient relationships and business growth.
In today’s competitive healthcare environment, your patient list serves as the foundation of almost every growth strategy. If you’re running digital advertising, for instance, creating a look-alike audience from your best patients can help platforms, such as Facebook or Google Ads, find more patients like them. These platforms are designed to maximize your ad performance; they want you to succeed so you keep spending money on ads. When you use your patient data strategically, you’re effectively guiding these platforms toward finding patients who are more likely to engage, show up and stay committed to treatment.
But segmentation goes beyond digital advertising. Let’s say you’ve just acquired a new piece of equipment, such as a shockwave therapy device. Not every patient will benefit from this treatment, so blasting a message to your entire patient list might not be the best approach. Instead, identifying patients who would benefit the most from this new treatment will make your marketing efforts more targeted and effective.
The basics of segmentation: Where to start
At the very least, segmentation should begin with some fundamental data points, such as age, sex, geography and patient value. These are basic demographic categories that almost every practice management software can track. But if you want to take your segmentation efforts further, consider segmenting by diagnosis codes, insurance, country club membership or types of services patients have received in the past.
Unfortunately, most EHRs and EMRs don’t make complex segmentation easy. This is why sticking to the basics, such as payer type (cash, insurance, personal injury), age, sex, physical location and value to the practice, can still be highly effective. These simple segments help you better communicate with your patients, so when you send them a message, it feels personal and relevant.
Staying in touch with patients is crucial and not just for promoting new services or equipment. Regular communication, even if it’s as simple as a monthly newsletter, helps keep you top of mind. This continuous engagement strengthens your relationship with your patients and reminds them of the value of your care. Your patients are more likely to return for regular checkups or additional services when they feel connected to your practice.
Building your ideal patient avatar
Once you’ve established your segmentation strategy, it’s time to create patient avatars, fictional representations of your ideal patients. Think of them as profiles embodying the characteristics of your most valued patients. These avatars allow you to personalize your communication and tailor your marketing messages.
For example, let’s say you’ve segmented a group of patients based on their age, sex and payer type. From that group, you could create a more detailed avatar by asking questions such as:
- What are their hobbies?
- What do they worry about?
- What are their values?
- Where do they spend time, both physically and mentally?
Maybe your ideal patient is a 45-year-old male who loves golf, follows the local sports team and spends weekends with his family. By understanding his psychographics, what drives him, his interests and his lifestyle, you can tailor your marketing and communication efforts to resonate with him on a deeper level. Personalizing your messaging for each patient avatar will not only increase engagement but also boost patient loyalty and retention.
When I communicate with patients, I think about the person on the other end of that email, letter or conversation. I write as if I’m speaking directly to them because I want them to feel like I understand their concerns and needs. This type of connection goes beyond providing healthcare; it builds trust, which is the foundation of long-term patient relationships.
Why great marketing and segmentation go hand in hand
When I was in chiropractic school, I thought the key to a thriving practice was simply being a great doctor. But when I entered the real world, I quickly realized that success is not just about clinical skills. It’s about mastering the business side of things. Many great clinicians struggle to fill their schedules, while savvy business owners, who may not be the best clinicians, are often fully booked.
Running a successful practice requires more than just clinical expertise. It requires understanding how to market your services effectively, and that’s where segmentation comes into play.
Crafting communication based on your segments
Let’s say you’ve created patient avatars based on your segmented list. Now it’s time to craft your communication strategy. Segmenting your list helps ensure your messages are personalized and relevant. Patients are far more likely to engage with messages that feel tailor-made for them.
For example, if you’re rolling out a new nutrition program, you might target patients who previously expressed interest in wellness and weight management. Sending them a message that specifically speaks to their interests will yield much better results than a blanket email sent to your entire patient list.
Similarly, if you’re introducing a new service, such as regenerative medicine, targeting older patients with joint pain or arthritis will likely be more effective than promoting the service to younger, healthy patients who may not benefit from it.
Final thoughts: The business of chiropractic
Whether we like it or not, running a chiropractic practice is as much about business as patient care. If you want to grow your practice and serve more people, learning how to market effectively is essential. Kevin Christie, DC, who hosts the Modern Chiropractic Podcast, often talks about the 30K-per-month barrier that practices need to achieve. It’s the threshold that allows owners to hire A-level staff, buy equipment and set up systems that lead to practice growth. Segmentation is one of the most powerful tools in your marketing arsenal. It allows you to focus on the right patients with the right message at the right time.
So, take a moment to review your patient list and think about how you can begin segmenting it. Start with basic demographic information, and as you become more comfortable, dive deeper into psychographics and interests.
Naota Hashimoto, DC, is the cofounder of TrackStat, a patient-tracking software making it easy for admin people to attract and convert new patients while ensuring your existing patients stay in your practice. It offers new ways to retain patients and also offers ways for staff to communicate and schedule patients while providing you all the metrics of success. For more information, visit trackstat.org.
