5 Effective Chiropractic Advertising Strategies
Advertising is a necessity for continued growth and income in a chiropractic practice. However, you cannot rely on outdated and costly methods to grow your practice. Here are 5 proven ways to grow your practice this year.
#1. Run effective newspaper ads. Many chiropractors run ads in the newspaper. However, they usually produce little or no result. The reason why is that the ads are designed to look pretty or develop brand recognition. A newspaper ad should be designed so that it has a special offer and you can measure it's effectiveness before the offer expires. This is best done in a "Advertorial" style ad. This is an ad full of content that looks like an editorial piece. It is usually a larder size ad starting at a quarter of a page up to a full page size. Return on investment for these type of ads has been shown to be much better than image ads that try to build recognition over time.
#2. Have an information and lead generating website. Most websites are not designed to give the prospects information and capture their email addresses. Websites designed with flash video and pretty graphics will only go so far. What your website visitor wants is information. They want to know how you could help them with their problems. This is why the best internet sites are ones that have great content. Blogs are also very popular for this same reason. Also, it is important to have a form on your website that allows the visitor to fill out and give their name and email. This allows you to send them information periodically when you update your website or have special offers.
#3. Join A Networking Group. Networking groups can be a great return on investment or a complete and total waste of time. The key is picking the right ones from the beginning before you get too involved. Chambers and similar types of groups are usually too large and already have too many chiropractors in them. What you want is an exclusive networking group that actually meets on a regular basis, passes referrals, and is exclusive to only one person per profession. This means they only accept one chiropractor, one attorney, one CPA, etc. A group that does this very well is called BNI, which stands for Business Networking International. This organization is structured for the professional like us, that has a busy schedule but wants to grow our business. This group has been proven to have a good return on investment for many chiropractors.
#4. Use Yellow Pages. This may be a surprise to you that it is listed in an article entitled "5 Effective Strategies", but there are two reasons I suggest yellow pages. First, even with the rise and popularity of the internet, yellow pages are still in use today. Many people will use online yellow page directories and the older demographic still uses the traditional yellow page book regularly. The second reason I recommend yellow pages is this: for people in local service businesses that attract customers with an immediate need, the yellow pages work great. And you should be in them in a big way. Now yellow pages is a rather expensive method of marketing. And part of the reason the yellow pages get a bad rap in chiropractic is because the cost is high and the results pitiful. Plus you are stuck with a bad ad for a year if it does not work. However, by putting together an effective ad that gets a great return on investment, yellow pages can be very rewarding. The key is having a copywriter do the ad or doing it yourself with great direct response principles.
#5. Mail A Newsletter. Sending out a newsletter is an easy way to keep and get new patients. Using this method to stay in contact with your current and inactive patients works very well. It also helps build a longer lasting bond between your office and the patient. This makes patients less likely to be tempted to go elsewhere for chiropractic services because they hear from you on a regular basis.
Dr. Michael Beck invites chiropractors to discover freedom, profits and success in their practice. Receive his special free e-course on "The 7 Biggest Chiropractic Marketing Mistakes" along with having access to his blog where he post 2 to 3 times a week
Source: http://ezinearticles.com/
Added: June 23, 2008
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