Our 2015 UCM Upper Cervical Practice Survey results are coming in and our hope is that the information that we can obtain will help all upper cervical doctors be more successful in 2016. If you haven’t participated in the survey yet we will continue to have it running through the end of the year. Just click the link above to answer the 10 question survey. We will be slicing and dicing this information up and releasing it a variety of different ways to help you.
One of the most interesting questions was “What have you found to be the most challenging part of practice in 2015?” By far the most common response was “Obtaining New Patients”. Last time we looked at the most common response to “What Has Been the Most Effective Form of External Marketing for Your Practice in 2015?” Which was professional referrals. If you haven’t read part one of this series I recommend you do. Today we’re going to look at the 2nd most common response to what is working for upper cervical practices and that is Internet marketing. Now obviously online marketing is our favorite subject at Upper Cervical Marketing and we have written a really good guide to get you started on Internet marketing that has been downloaded by hundreds of upper cervical doctors. If you haven’t downloaded it yet you can get it here The Essential Step-By-Step Guide to Internet Marketing for the Upper Cervical Chiropractor or by clicking the button below.
So why is online marketing working so well for upper cervical doctors? There are number of reasons why online marketing is effective including:
Let’s look at each of these.
Online marketing when done effectively will help you build relationships with people in your community who want your help. Utilizing effective online marketing strategies including social media, blogging, search engine optimization, reputation management etc. can help you begin to establish a consistent and effective message throughout the Internet. Next it is extremely important that you have opportunities for people to be able to put up their hand and say “I want to know more.” If your only call to action everywhere online is “schedule an appointment” and you will likely not have an effective online marketing program. But if you give people intermediate steps between not knowing anything about you and coming into your office it will be much more effective. Ways that you can do that include free reports, e-books, videos, email marketing programs, webinars, workshops etc.
One of the aspects of online marketing that originally intrigued me was the cumulative nature of the approach. I was frequently frustrated by spinal screenings, community talks or upper cervical awareness events because no matter how effective the event was in order to generate more new patients I needed to go back and do another event. There was no cumulative effect of a screening or a talk. These one off approaches to marketing can lead to burnout. Internet marketing is like building a tower. Once you lay a foundation you never have to go back and lay the foundation again. All you have to do after that is built on that foundation. And the longer you have a comprehensive online marketing program in place the better your results should be.
To effectively build your practice you must build trust, credibility and likability. Online marketing when done correctly can position you as a trustworthy guide to helping those who are sick and suffering in your community. Over time people in your community will begin calling you the “migraine doctor”, “vertigo doctor” etc. even without coming to see you they will already trust you and your ability to help them. When done effectively online marketing can be nearly as effective as a referral. 2 of the most important aspects of building trust, credibility and likability online is to have an abundance of online reviews and video testimonials. I’ve written about how to get online reviews and video testimonials throughout this blog feel free to click the links below to learn more:
Creating a comprehensive online marketing program is not easy. It takes hundreds of hours of testing and working your program in your market. If you would like to do online marketing yourself feel free to use our free resources on the blog and our downloadable e-books. If you would like a done for you service that has consistent results and return on investment then feel free to schedule an online marketing discovery session with our team by clicking the button below.
PS check out part 3 of this series here