Looking for ways to improve your chiropractic marketing strategy in 2020, but not sure where to start? Here we outline 10 ideas you can implement quickly to enhance your practice marketing and start seeing more new patients.
GIVE YOUR BRAND A FACELIFT
It’s best to start by taking a look at your practice brand. “Brands convey a uniform quality, credibility and experience.”
Evaluate your practice logo. Does it truly represent your office personality? Does it showcase what makes your practice unique? If not, time for a makeover!
Once you have a new logo, make sure you carry it through your office and marketing materials. This consistency is what makes you recognizable and builds trust within your community.
SPRUCE UP YOUR WEBSITE
When was the last time you updated your website design? With a shelf life of only 3-5 years, it’s important to keep your website up-to-date. And, most importantly, it needs to be designed to convert new patients. If you’re not sure if your website is conversion-friendly, ask yourself the following:
Does my website…
- Clearly differentiate my practice, making it obvious why someone should choose me as his or her chiropractor?
- Reflect my ideal patient? (i.e. children, auto-injury cases, athletes, etc.)
- Look good on desktop computers, tablets, and smartphones?
- Effectively persuade, through professionally written content, prospective new patients to choose me?
- Have professional photos of my office, my team, and myself? (This establishes trust in potential new patients.)
- Guide a visitor toward scheduling an appointment with appropriate calls-to-action?
See a few areas of your website that could use improvement? Update it today. Need a major website upgrade? Contact The Agency, as they offer comprehensive chiropractic marketing solutions.
STAY ON TOP OF YOUR REVIEWS
Go to Google and search your practice name. Then, search your name. Pay attention to any review sites that appear in the results and look to see if you have any reviews. If you don’t have any, now is a good time to setup your profile on reviews sites such as HealthGrades and Yelp.
Already have reviews? Check to see that you have claimed your profiles and they are complete with accurate information. Read through your reviews and thank reviewers who left positive comments. Don’t panic if you have a negative review.
“A blend of good reviews and bad reviews shows that you aren’t trying to hide anything, and makes the good reviews seem more sincere.”
-Jayson DeMers, Forbes Contributor
If you aren’t active on social media, you’re missing out on an opportunity to boost patient retention and referrals. Interacting with your patients on sites like Facebook, keeps your practice top-of-mind, triggering repeat appointments and increased referrals.
Get started by setting up a Facebook business page. Upload a nice profile photo (perhaps your headshot or practice logo) and a high quality cover photo (image of your team or office often works well). Complete your business information and start posting!
Share health and wellness tips, interesting articles, and link to blog posts from your own practice website. Not only does this strengthen your relationship with existing patients, social engagement on the posts linked to your website sends positive “social signals” that may just help your website’s Google rankings.
Google has made it very clear that they like websites that are regularly updated with high-quality, informative content. Because they’re in the business of answering their customers’ questions, they favor websites that effectively answer those questions. Does your website content answer a new patient’s questions?
Blogging can help you gain favor in the search engines and convert new patients by effectively answering common questions and providing useful information. Regular blog posts on health and wellness topics, chiropractic services, and things your practice is passionate about shows your patients that you are an authority in your industry and you want to help them live their best lives.
You can never go wrong participating in your community. Aside from getting your practice name out there, you show everyone that you care about the community as a whole. Donate to a local charity, sponsor a pee-wee football team, or create a scholarship for local students.
Add an Events page to your practice website that you update regularly with the local events your office will be participating in. Share the events with your existing patients and encourage them to participate with you. These types of initiatives not only show website visitors that you’re invested in your community, you show patients that you truly care. A win-win.
ADD PATIENT TESTIMONIAL VIDEOS
If permitted in your jurisdiction, add patient testimonial videos to your chiropractic website. This type of “social proof” allows website visitors to see first-hand accounts of your happy patients’ experiences.
Filming these videos isn’t as difficult as you may think. You can film testimonials yourself with a smartphone. (And don’t forget to have your patients sign a consent form before you film.)
EVALUATE OFFICE PROCEDURE
While evaluating your chiropractic marketing strategies, don’t forget to look at what is going on inside your office. When your chiropractor marketing initiatives get prospective patients to call, is your staff converting them? Are they knowledgeable about your services and effectively answering new patient questions? Are calls being answered or are too many being put on hold?
Your marketing doesn’t mean anything if you can’t get callers to schedule their first appointment.
TRY CHIROPRACTIC EMAIL MARKETING
Don’t forget to market to, and communicate with, your existing patients. Nurturing them with email marketing keeps your practice top-of-mind and allows you to promote adjunctive services.
The stronger your relationships are with existing patients, the more referrals you will get. Not sure what to send to your patients? You can start with a monthly newsletter that offers chiropractic, health, and wellness advice.
Another great way to communicate with your patients is by sending them an annual birthday greeting (another feature of the Perfect Patients service). We’ve found that these greetings often prompt patients to schedule an appointment in an effort to get their health back on track as they turn another year older.
ADVERTISE WITH GOOGLE ADS
Want a marketing initiative that will send prospective new patients to your website quickly? Give pay-per-click (PPC) advertising a shot! Google Ads, for instance, gives you the opportunity to target local residents who are specifically using Google’s search engine to find a new chiropractor. Select the search terms you want to target, create your ads, and link your ads to a special landing page on your site. You pay for the ad when someone clicks on it.
PPC is often a great idea for those who have just launched a brand new website. It takes time for new sites to gain ground in search results, so this is a way to get qualified traffic right away. You can easily turn your campaigns off once your site is ranking well organically. But be sure to have a professional manage your PPC campaigns to make sure your money is being spent wisely.