by Ray Foxworth, D.C., FICC •
President & Founder, ChiroHealthUSA •
Marketing is a cornerstone of success. Knowing where you’re going wrong on marketing is step one in moving ahead of the pack, so let’s spotlight some classic errors.
1. Sloppy SEO
SEO stands for Search Engine Optimization: various methods used (or neglected as the case may be) to make your online presence attractive to search engines such as Google and Bing. Here’s a quick primer on tools to use and problems to address to raise your online ranking.
2. Irregular or Low-Value Content
Is your practice slow in adding new blogs, articles, or images to its website? Sluggish uploads make people lose interest. Low-value content that doesn’t boost their knowledge, contain free tips or other resources, or inspire action, won’t connect.
3. Not Promoting Your Brand
EVERY chiropractor wants to help people and promote health and wellbeing. Making that the platform from which you address potential patients will get you blandly lost in the crowd. Marketing often fails because chiropractors don’t project a strong voice, personality, and an angle that’s uniquely theirs.
4. Not Asking for or Not Responding to Reviews
A whopping 90% of prospective patients read reviews before choosing a business, and 79% trust online reviews as much as personal recommendations. It’s a massive marketing fail to let a happy patient leave without asking for an online review.
For those patients who do, the second big mistake is not responding to their good or bad feedback. 97% of people are watching how or even if you respond to customers and failure to engage (or issuing a hostile response) sends a very negative marketing message.
5. Standard Social Media Profiles
Social media platforms abound and tip number two on our list applies to them all: keep them stocked with highly valuable, highly visual content. Many chiropractors simply open a standard social account without knowing it can be boosted via options such as Facebook for Business or Twitter Ads to compliment the everyday opportunity to interact with the public.
6. No State and National Association Membership
Not joining your state and national associations means losing a major marketing platform to network with other professionals and promote yourself simultaneously. Remember that marketing to peers, and not solely the public, is important because it helps you build authority.
7. You Market for Pleasure Over Pain
As unpleasant as it may sound, reducing the wellness and health message and upping the focus on pain can make your marketing connect more effectively. Discomfort is what all medical care is based on and it’s the driving force behind searches, so shift marketing to focus on pain relief.
Learn more about maximizing your marketing in 2022 by registering for the webinar “Social Media that Converts” with podcaster Dr. Lauryn Brunclik on Tuesday, January 4, 2022, at 2:15 PM EST. Not sure if you can make it to the live presentation? No problem. All registered attendees will receive a link to the recording after the live presentation. Click here to register.
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Why is the Discount Challenge prize amount $15,024? Because that is the average “per-occurrence” fine for Medicare inducements. That’s not $15,024 per patient, that’s not per provider, that’s PER VISIT. Stinks, doesn’t it? To us, the prize amount is worth the investment if we can help our profession better understand proper discounting.