Digital marketing strategies will continue to be crucial in promoting chiropractic clinics and reaching potential patients in 2024.
With the increasing reliance on technology and online platforms, DCs need to have a robust online presence and utilize effective digital marketing techniques.
Search engine optimization (SEO)
SEO will remain a fundamental aspect of digital marketing in 2024. By optimizing your website and content, you will rank higher in search engine results. This can be achieved by using relevant keywords, creating high-quality content and ensuring a user-friendly website experience. By appearing on the first page of search results, you can increase your visibility and attract more organic traffic to your website.1
Content marketing
Content marketing will continue to be a powerful tool. Creating informative and engaging content such as blog posts, articles, videos and infographics, can help establish you as a trusted source of information. Sharing valuable content on social media platforms and emailed newsletters can attract and retain patients while improving search engine rankings.2 Content marketing can be one of the most time-consuming parts of marketing. You can utilize resources from the Chiropractic Future Strategic Plan, the Foundation for Chiropractic Progress or other resources, which provide ready-made blog and social posts for chiropractic offices.
Social media marketing
Social media platforms are integral to digital marketing strategies. Platforms such as Facebook, Instagram and LinkedIn help you engage with your target audience, share updates and promote your services. Social media use also increases your brand awareness and attracts new patients when you regularly post relevant content, respond to comments and messages and run targeted ad campaigns. Follow on social media the companies whose products you use in your office and share their posts to help highlight the benefits of nutritional supplements, orthotics, etc.
Video marketing
Video content will continue to dominate the digital landscape in 2024. Create videos to educate patients about common conditions, demonstrate treatment techniques and share success stories. Share videos on social media, YouTube and your office’s website to engage with potential patients and build trust. Most people feel uncomfortable with video marketing. Just remember to be authentic; you don’t have to be perfect. Examples of videos to post include a tour of your office, what to expect on the first visit, highlights and benefits of nutritional supplements or orthotics, and patient testimonials. Don’t forget to get a HIPAA release form for testimonials. Be sure videos in your office not only star the doctors, but the team too! This helps your community get to know everyone in your office.
Mobile marketing
Given the increasing use of smartphones and mobile devices, be sure to prioritize mobile marketing strategies. This includes optimizing your website for mobile devices, creating mobile-friendly content and utilizing mobile advertising platforms. Implementing click-to-call buttons and online appointment scheduling can enhance the user experience and make it easier for patients to connect with your clinic. Consider a clinic app, as 63% of patients prefer mobile apps to websites. Additionally, chiropractic offices that have an app see a 36% increase in average patient visits and a $75,000 average increase in annual revenue.3
Online reviews and reputation management
Positive reviews and ratings can significantly impact a potential patient’s decision-making process. Clinics should actively encourage satisfied patients to leave reviews on platforms, such as Google My Business, Yelp and Healthgrades. When you respond to positive and negative reviews promptly and professionally, it can help build trust and credibility.4
Personalization and automation
This year, try to focus on personalizing digital marketing efforts to cater to individual patient needs. Automation tools and customer relationship management (CRM) systems can help streamline communication, send personalized emails and track patient interactions. You can enhance patient engagement and loyalty by providing customized content based on patient preferences and behavior.5 Customized automated email campaigns that only send emails on topics your patients are interested in will ensure your open rates are high and number of unsubscribe requests is low.6
Final thoughts
Digital marketing strategies will continue to evolve and play a vital role in promoting chiropractic clinics in the year ahead. By implementing effective SEO techniques, creating valuable content, utilizing social media platforms, leveraging video marketing, prioritizing mobile marketing, managing online reviews and personalizing patient interactions, you can enhance your online presence, attract new patients and build long-lasting relationships.
It is important to stay updated with the latest digital marketing trends and adapt strategies to stay ahead in a competitive healthcare industry. Having an effective digital marketing strategy does not have to be hard or time-consuming. Use resources from trusted organizations and automate as much as you can.
KRISTI HUDSON is a certified professional compliance officer (CPCO) and VP of Business Relationships for ChiroHealthUSA, where she has helped educate DCs and CAs on establishing simple and compliant financial policies. She also serves as the vice chair of the Chiropractic Future Strategic Plan. She can be contacted at Kristi@chirohealthusa.com, or you can visit ChiroHealthUSA.com.
References
- SEO tips for small businesses: 10 ways to RANK HIGHER. [Blog]. Aug. 3, 2023. Dubai SEO. https://www.dubaiseocompany.ae/category/social-media/. Accessed Dec. 18, 2023.
- 2023 Marketing Trends. [Blog]. ATDS. https://atdigitalservices.com/2023-marketing-trends/. Accessed Dec. 18, 2023.
- Kanvas App. 2023. Kaizenovate. https://www.kaizenovate.com/tcc/. Accessed Dec. 18, 2023.
- Online Reviews and Reputation Management. Web-aviso. https://www.web-aviso.com/reputation-management. Accessed Dec. 18, 2023.
- Mack, K. Creating a Comprehensive MSP Marketing Plan: Steps and Best Practices. Mar. 24, 2023. Search Envy. https://searchenvy.com/creating-a-comprehensive-msp-marketing-plan-steps-and-best-practices/. Accessed Dec. 18, 2023.
- Drip Education Email System. 2023. CashPractice. https://www.cashpractice.com/cash-practice-management-software/drip-education-email-marketing-service-email-campaign-software/. Accessed Dec. 18, 2023.
