Research tells us that the average American consumer is exposed to more than 3000 advertising messages a day.(1) With that many messages going out every day, how will you make sure your message stands out from the crowd? When you get out of school and start your work either in your own practice or as part of a group practice, you will need to think about your message. You’ll need to make sure someone sees your ad, hears your message and takes action. It’s up to you to take charge of your advertisements and there are some important principles to consider before placing an ad.
Sometimes media works best when used together.
If you have a website for your practice, try to incorporate it into your ads. Driving consumers and potential patients to your website can only improve the chances that they will remember you when they need chiropractic care. It’s going that extra step that will give you the most return on investment (ROI) for your advertising budget.
Be targeted with your message.
Try to find creative ways to target your audience and you’ll be surprised how quickly you see results. Pregnancy magazines are the perfect place to place an ad about how your practice can relieve tension or pain for the mom-to-be and help her during her pregnancy. Contact local hospitals or women’s groups to see if you can speak to a childbirth class where women could use chiropractic to help with their body changes.
Consumers trust other consumers more than they trust you.
One way to take this concept to the next level is to utilize various online resources. You can actually have your patients go to work for you by talking about you and your practice using blogs, message boards, forums and chat services. Word of mouth travels fast and people are more likely to tell others about a bad experience than rave about a good one. So ask your patients how they are feeling during the exam and get plenty of feedback about what you could do to make their visit better. Common courtesy can extend farther than any ad you place.
Standing out from the crowd isn’t easy, but if you apply these principles you will be surprised how effective your advertising will be. Knowing where to spend your money and how to plan your message are important components in a successful marketing strategy. Be aware of your audience when making advertising decisions and follow these guidelines to watch your practice grow!