The lifeblood of many chiropractic offices are referrals. At The Evidence Based Chiropractor, we predominately focus on interdisciplinary referrals. However, today I wanted to touch on an extremely important source of additional referrals- your mailing list!
Building a large mailing list is one of the most important things a chiropractic office should focus on. So how can you take action steps today to build and potentially double your mailing list?
1) Provide Valuable content
2) Make it Easy to Opt-In
3) Follow up with Valuable Content
Providing valuable content is the foundation of list growth. How do you determine what content is valuable? Start with identifying your patient base. Is your practice sports based? Perhaps its auto-accident care? Maybe you focus on concierge care? After you determine your audience, you can focus on providing value for them. For instance, if your practice caters to a Medicare population of golfers you may want to provide information such as "Tips to Play 18 Holes Without Back Pain" or "Drive the Ball Farther with These Exercises". The key is to provide content that is actionable and valuable to them. Greater value will increase the likelihood that they share it with friends and spread your message. Even if the content is not shared you will begin to establish yourself as a trusted source of health information.
Second, you want to make it extremely easy for people to opt-in to your list. Your website should be optimized to collect email addresses'. You may choose to provide content in exchange for an email address or you can configure your website for a pop-up email collector to appear when the patient is ready to leave your site. Tools such as SumoMe make it easy to accomplish email collection.
Finally, following up consistently with valuable content is imperative! Research shows that people are actually more engaged when they are emailed with greater frequency; so don't be afraid to email people often (as long as the content is providing value). Creating a series of auto responders is easiest way to do this. It can truly become a "set it and forget it" system with a little work on the front end. Again, when you provide content that enriches the lives of your patient's they will share it with their friends which will continue to grow your list.
When executed properly your email list can give you a far superior ROI when compared to traditional print advertising. Feel free to ask questions in the comment section below. Now there is only one thing left.... get started!