Not all marketing is created equal...and not all practices have the same needs. Reputation and social proof, online and community presence, and attracting new patients are a must. But while there are some similarities in the "must haves" of marketing, there are unique needs (and strengths) for each UC practice. Marketing is not a "one-size-fits-all" kind of thing. 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 step in finding a marketing system that works for you is to define your goals. If you don't know what you're aiming for, how will you hit it? For most practices, attracting new qualified patients is the top goal. Go deeper on this...what makes someone a qualified patient? Is it someone who has a chronic health issue, can pay in cash, or understands upper cervical care? Aside from new patients, maybe other goals for you are: better patient retention, a stronger presence in the community, etc. Take the time up front to define the goals you'd like to hit.
The next step in finding a chiropractic marketing system is to do an inventory of resources you already have at your disposal. As always, one of the greatest assets of a practice is the staff. Each team member has skills and abilities to help accomplish goals. If you're a solo practitioner it may be a bit more challenging for you. Be sure to prioritize your skills so you can focus on your best asset.
Some assets and abilities to look for are: community involvement, creativity, blog writing, organization and planning, video recording, social media management, content creation, communication, etc. You and your team must be willing and able to tackle your marketing goals. And these assets and abilities will be key for achieving success.
By the way, if you think it's time to find the RIGHT someone to join your team, consider using this Hiring Resource Kit.
Next, you'll want to figure out what is and is not working with your marketing. A simple way to do this is to go back to the goals you wrote down. What in your current marketing strategy is effectively helping to reach your goals? Maybe you and your team do a great job asking for referrals, encouraging Google reviews, or planning office events. Make note of what IS working so you don't inadvertently abandon them.
Ok, now what ISN'T working? Maybe people aren't finding you online. Is you website difficult to use or does it look subpar? Maybe you have little to no in-office events. Are you seeing the right type of patients? It's never fun to look at what isn't working, but you can't solve a problem without looking at it! Doing so will help you stop doing unproductive activities. Plus, you'll be able to identify what is missing.
If you'd like some help evaluating your current marketing strategy, you can simply click here to get a free analysis.
So far, you've defined your goals, identified assets and abilities, and you know the strengths and weaknesses of your current marketing strategy. With this knowledge you can now develop a chiropractic marketing system that will work for you. 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 for marketing, it is best to implement them one at a time. This way, you can track and analyze the results better. Attempting to do too much all at once can cause unwanted stress and prevent proper analysis.
Remember, any attempts at marketing without a committed team will most likely flop. 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 doctor and office team committed to doing what matters most will almost certainly bring results. Commitment is key!
To help you succeed, we have a number of free marketing tools for you to use! Click here to explore these resources.
One last thing. Don't lose sight of the ultimate goal…helping more sick and suffering people find hope and healing! It can be easy to lose sight of the "why" when you're analyzing and implementing the "how." The more you can tie things back to your "why" the better. This is what gives you and your team purpose. Maybe your solution is just a tweak or two. Maybe your marketing needs an overhaul. Take it one step at a time. No matter what, we've got your back. Keep taking upper cervical to the world!