Chiropractic Marketing Strategy: Leveraging Your Evangelists

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The world of chiropractic marketing is steadily spicy away from the former "outbound" marketing strategies like print advertising, radio spots, and television commercials and is now spicy into a world of "inbound" marketing like public media, patient reviews, and society development. This is inherently beneficial because the Return-On-Investment for inbound marketing is significantly higher than former advertising techniques. The challenge is that new tools, like public media, wish long term amelioration and a distinct philosophical advent to marketing than the old-school advertising mentality (which often net less than 2% response rates).

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To effectively use these new strategies and tools, you'll need to convert the way you think. It's no longer about interrupting people with a catchy ad or shamelessly promoting the various gimmicky features of your clinic. people have come to be savvy to these techniques and largely ignore them -- efficient marketing, in today's world, requires that you give something essential to your audience. In other words, you need to provide essential health-related facts to your society without request for anyone in return. You'll need to be a good man with a essential service...without all the gimmicks or sales pitches.

This works perfectly in the chiropractic world because chiropractors already provide a essential service -- your challenge isn't to "sell" that service, it's merely to educate your society about the benefits. Most people don't even know that chiropractic exists, and the ones that do know about chiropractic often think it's just for treating back pain. Your job isn't to "sell" chiropractic, your job is to educate your community. If everybody in your society knew about the benefits of chiropractic care, you'd be swamped with new patients.

You can educate your society about chiropractic in two ways: A. You can personally educate people individually or in groups. Or B. You can empower your existing patients with the knowledge and tools to do the schooling for you. The second selection is obviously the most mighty because you're empowering dozens of people who already understand the benefits of your service to educate their friends, family, and extended members of their network.

Thanks to the internet, empowering your "evangelists" to educate their communities is easier than ever. With public media tools like Facebook and Twitter, your patients can reach actually thousands of people in your community. In fact, if you're living in a relatively large city like San Diego and you have 50 loyal patients -- you have the quality to effectively reach 5000-10,000 people. Sounds ridiculous? It isn't, here's the logic:

As of last month, over 42% of Americans actively use Facebook. This amount will continue to rise dramatically over the next year. On average, a Facebook user has 150-250 friends in their network and the majority of those friends will reside within 30 miles of their friend. When a man posts facts on Facebook, it's syndicated across their whole network and displayed to hundreds of their friends.

So here's an example: Joe Smith is a patient who you recently helped recover from whiplash and he has a Facebook of over 250 friends. After you've successfully treated him, you ask Joe to post something about your clinic to his Facebook profile. Joe runs home and posts a note about how great your services are and posts it...the facts is then spread to everybody in his network and you've successfully reached 250+ people. Even better, you've reached those people straight through a trusted source, their friend Joe Smith.

If you can't see the benefits of this kind of marketing, I can't help you. public media is rapidly changing the way we communicate by revolutionizing word-of-mouth marketing and development individual relationships more foremost than expensive advertising campaigns. people crave personal, meaningful interactions and we finally have the tools to give them what they want! public media is, arguably, the most mighty and under-utilized chiropractic marketing tool in the world.

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