Marketing a chiropractic practice can be tough. I mean, real tough (think parallel parking in Manhattan).
It’s difficult to get all the marketing strategies, all the different marketing approaches, and all the experts insights without spending countless hours visiting dozens of websites.
Also, depending on your practice type (family, sports, rehab) and philosophy (yes, please or no, thank you) you can end up struggling to implement changes.
A classic case of paralysis by analysis.
What if you had the best influencers, from all sides of chiropractic, come together and tell you their top strategies for growth?
I have good news for you. It’s here.
I bribed, pleaded, and blackmailed (ok, I didn’t blackmail anyone) the top minds of chiropractic marketing to offer insight into their strategies for chiropractic success. By calling in a few favors and twisting a few arms, I was able to wrangle up Beau Pierce, Jerry Kennedy, Matthew Loop, Laurence Tham, Bobby Maybee, Tristan Schaub, and Erik Brower.
So I did what any reasonable man would do, I made them an offer they couldn’t refuse.
No one was harmed during the making of this blog post, although we came pretty close (ask Tristan about it sometime).
So without further adieu; here is the Ultimate Chiropractic Marketing Success Secrets Revealed.
What is the biggest misconception that chiropractors have about utilizing social media?
“The biggest misconception about social media is that it takes a lot of time. If done in a certain way, the doctor can create systems which feed the office traffic and new patient referrals for years to come. Unlike a postcard drop where you may reap the benefits one time only. Slow but steady always wins the race. Consistency moves mountains. The goal is to get one system in place, automate it the best way possible, then stack another layer onto the marketing machine. And YES, the doctor needs to put some time in. No one that's ever become a wealthy industry influencer online outsourced their entire social media outreach. That's the cold hard truth. You are your brand. Your voice is unique and needs to be heard if you want to build a loyal following that knows, likes, and trusts you”, says Matthew Loop, expert social media marketer and author of Social Media Made Me Rich.
Also focusing on the SOCIAL aspect is key. Beau Pierce, the founder of Circle of Docs, told me, “Many doctors think of social media as a glorified bullhorn and nothing more than a chance to "show off." Once they fully grasp the true understanding of Why you should use social media and the ability to build a community of people who are looking for your knowledge, then they rally behind it.”
Tristan Schaub, of ChiroSushi and the ChiroSushiSummit, kept it real by saying, “Chiropractors think that all they need to share is “ChiroContent”. Chiropractic is about Life. Social Media is now Life. Chiro's need to realize that their social media should emphasize the social part of social media and get creative with their content on a consistent basis.”
What is the best framework to market your practice without “selling”?
“Marketing without selling depends 100% on communication skills and relationships. Every part of your marketing has to communicate a specific and targeted idea or feeling. The ideas must be conveyed in a way that tells patients what their implied benefit is when using your services. When you bring people to your practice that way, then you can focus on goal based, functional planning in cooperation with the patient. They will come in with a certain expectation that your marketing hopefully set for them (hopefully). Then you frame their experience around those expectations and specific personalized goals. When you make those goals measurable, and you manage expectations and work to build relationships, you can easily market without selling.”, Bobby Maybee- founder and admin of the Forward Thinking Chiropractic Alliance
If you want to market without selling, you have to be in the community building/relationship building business. It's a different mindset. You have to start implementing cost-effective tools and systems that are designed to provide value and stay in touch over the long haul.
Newsletters are a great example. Sending emails to people doesn't cost much, and when done correctly, it can be a great relationship builder. The same can be said for written newsletters. It's a bit old-school to send someone something in the mail. It also costs more than doing things online, but printed newsletters are an excellent way to stay in touch with your existing patients. If nothing else, use them to stay in touch with your VIPs. Your most valuable patients are worth the extra effort.
“Social media can also be used as a community/relationship builder. It's more difficult to do that it used to be because social media has become a very noisy place. But there is still potential there if done correctly. Unfortunately, most chiropractors don't have a social media strategy that makes any sense, so they are just wasting time.” Jerry Kennedy, Black Sheep
“The best way for a chiropractor to amplify their message and establish authority is to master the art of Facebook outreach along with social proof marketing. With Facebook, you can flip a switch and target your ideal prospective patient, build your name quickly, hit critical mass in your local community, and create a surge of new patient referrals each month. Some of these strategies are free while others can be implemented on a shoestring budget. On the social proof side of things, review platforms like Google and Yelp can influence opinion instantly. People buy chiropractors like they buy books on Amazon. The first thing the prospective patient does is look at what others are saying about you. If you have dozens of reviews, you look like the obvious logical choice. If you don't have any patient feedback, you don't look review worthy.”- Matthew Loop
What is the greatest challenge in building an audience online?
“Staying consistent with the audience you have while opening up your strategies to welcome new followers and not alienating the latter”.- Tristan Schaub
Remember, you don't need to always jump to the next online fad. “The greatest challenge that chiropractors have when building an audience online is knowing where to start. It's easy to get overwhelmed with social media and think you need a new tool or course every week. That's not the case, though. Certain foundational principles have worked for years and continue to be effective. Start with one platform like Facebook and implement one practice growth strategy. Then, as you and your staff get comfortable, you can always layer more on top. Don't get preoccupied with Instagram, Snapchat, Twitter, or Pinterest yet. Follow one course of action until successful. Stay away from the shiny objects until you're seeing a steady flow of new patients”.- Matthew Loop
Also, keep in mind the story of the tortoise and the hare. It rings true online. “Consistency. Flat out. When you start out, you post all the time, write articles, etc. but once the glimmer and shine of that new website start to fade, you must force yourself to stay consistent. My best advice to create a calendar and rhythm. Schedule out what you are going to post and then do it. Stay consistent. If you want to write one article a week and do a podcast, then stick to that schedule... force yourself to commit and then over deliver with your content”. - Beau Pierce
So there you have it, the best frameworks, action items, challenges to building your online presence, and growing your practice from the top minds in chiropractic.
To not only survive, but thrive, in the modern healthcare era, we all should be building our audiences and expertise.
But you don't need to reinvent the wheel. By using a tried and true framework, you can make the process efficient. Then, by knowing where others have struggled, you can avoid those missteps and grow at a faster rate.
So you made it to the end of the article. Now it’s time to go cause a ruckus.