Marketing is not a "one-size-fits-all" kind of thing. If it were, any old marketing company would do. The research shows this is almost always not the case. Do you adjust every patient the same way? No way! While there may be similarities among corrections, each person has a specific misalignment to be addressed to get the desired results. The same rings true for chiropractic marketing; especially upper cervical marketing. There are unique marketing needs (and strengths) for each UC practice. This means that each chiropractic office must know how to find a marketing system that works for them. Here are some simple steps to take.
The first place to start is to make note of the resources you already possess. One of the greatest assets of a practice are the people on the team. Each person has skills and abilities that can compliment others or fill gaps. If you're a solo practitioner, you'll want to consider what you have time for and any skill set needed. Some common areas of marketing effort are: community involvement, promotion brainstorming, organization and planning, video recording, social media management, blog writing, capturing stories, etc. Bottom line, you and your team must be willing and able to tackle the marketing steps and ongoing tasks necessary to achieve success.
Remember, any attempts at marketing without a committed team will most likely flop. Commitment is key! Have you ever had a patient who isn't committed to following your care plan and advice? Ugh, it's so frustrating to hear someone say, "Well I tried upper cervical care. It just doesn't work for me." Likewise, no doctor wants to find themselves throwing their hands in the air saying, "Well, I tried marketing, it just doesn't work for me." A committed doctor and office team almost always bring results. So, consider the levels of commitment and make note of who can do what.
Next, you'll want to figure out what is and is not working for your marketing. A simple way to do this is to write down where your new patients are coming from. If you don't know, start tracking this! Have your front desk ask the important question, "How did you hear about us?" For example, did the new patient come in as a result of a referral, Facebook ad, or Google search? By the way, be specific. For example, HOW did the referral happen? Did the office team solicit in person or email? Did a satisfied patient do it on their own? Events are very important marketing steps. So, don't forget to consider your office or community events (i.e screenings, dinner talks, etc).
Ok, now what ISN'T working? Maybe people aren't finding you online. Does your website look terrible or is it difficult to use? Maybe you have little to no in-office events. Are you seeing the right type of patients? It is of great value to take the time to figure out what has traditionally been a waste of time. This will probably let you know what to avoid (or change your implementation). Of course, it can be difficult to evaluate your own practice. So, consider having a few trusted (and knowledgeable) people help out. Or, perhaps you'd like someone who knows what to look for lend a hand. If you would like us to evaluate your current marketing strategy and results and get a market analysis, just click here and put in the comments, "marketing analysis."
This final step is fairly intuitive. So far, you've defined the skills, abilities and commitment of you and your team and you know the strengths and weaknesses of your current marketing strategy. With this knowledge you can now find a chiropractic marketing system that will work for you. By the way, it is quite possible that your office team could tackle this! Simply put, do more of what has been proven to work and start trying new things to fill the gaps. When it comes to trying new things, we recommend implementing them one at a time. This way, you can track the results better and know what specifically is working. To help you succeed, we have a number of free marketing tools for you to use! Click here to explore these resources.
All in all, it is well worth your time to identify your assets and abilities, uncover your current marketing weaknesses and strengths, and design a chiropractic marketing system that will work for you. Don't lose sight of the ultimate goal…helping more sick and suffering people find hope and healing! Ultimately, this is why you do what you do. Heck, it's why WE do what we do. If there is any way we can make all this easier on ya, let us know. Maybe your solution is just a tweak or two. Maybe your marketing needs an overhaul. No matter what, we've got your back should you take us up on the offer. In the meantime, thank you for all you do!