10 Secret Benefits of Instagram for Your Medical Practice

How do you stay in front of your patients throughout every lives’ cycles?  Highly successful marketing requires that you stay in touch with your patients during the course of the year — enter Instagram.

 

Few doctors realize that the sales process has multiple levels of opportunity; even less (those who do realize it) do anything about it.  So how do you stay in front of your patients has their lives evolve?  Moreover, how do you do it cost-effectively, efficiently, and reach as many people as possible?  The answer may lay in an area you are currently overlooking, social media, specifically Instagram.

Incidentally, the multiple levels of opportunities are referred to as a patient’s unique buying cycles.  In this case, these cycles are considered secret benefits because to those doctors that can tap into these key and specific points, there are very lucrative benefits.

“There was a time when social media was considered by some as a passing fad. Something that “the kids” were using that business could never really benefit from. Over time, the skeptics were proved wrong. There are over 3 billion internet users—and over 2 billion of them have active social media accounts.”

Popular social platforms have become marketing giants, offering businesses valuable data about their customers and a (mostly) free way to reach them. The jury has spoken: social media for business is no longer optional.

Recently, Emily Copp wrote an excellent article for Hootsuite.com, titled “10 Benefits of Social Media for Business.”  For all those readers who believe that social media has no place in their marketing, please read on!

Ms. Copp points out that today, most of our social interactions are infused with visuals – snapping a quick photo to text to a friend, posting a selfie at a bar, or killing a few minutes scanning through newsfeeds filled with photos and videos.

The impact of the rise of visual content on social networks is most apparent on Instagram.  As a result, many medical practices are scrambling to understand how to best use Instagram benefits.

Instagram’s rise has been astronomical – and understandably so.  We’re visual creatures, which is why content like photos, videos, and gifs have such great engagement rates.

And Instagram is so huge because building a social network that connects people solely through visual elements is a powerful way to capture – and sustain – our attention.

Brands and marketers have raced to capitalize on the immense growth of the social platform and many are successfully learning how to sell on Instagram.

Brands that excel in mastering social commerce trends like this know something that companies who flop don’t: Instagram photos convert.  Additionally, you’re not getting the full benefit of Instagram because you don’t know the real secret to using these photos for marketing! Continue reading 10 Secret Benefits of Instagram for Your Medical Practice

Powerful Headlines Equal Advertising Success!

“The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.”  — Morris Hite

 

Every day a business entity goes out of business!  Why?  Very often it is because of a lack of new patients.  So, how do you attract more patients?  You advertise!  But what if you do advertise; yet, your ad doesn’t attract a single call?  If you want to attract more patients, your message MUST grab their curiosity and pull them in!  So how do you do that?  First, you write a compelling headline!

The power that a well-written headline adds to your advertising is immense!  The study of the effectiveness of headlines is a principle component of all advertising and marketing education!

But why is a headline so important?  According to a 2014 article in The New Yorker Magazine, author Maria Konnikova writes that “a headline determines how many people will read a piece, particularly in this era of social media. But, more interesting, a headline changes the way people read an article and the way they remember it. The headline frames the rest of the experience. A headline can tell you what kind of article you’re about to read—news, opinion, research —and it sets the tone for what follows.

Psychologists have long known that first impressions do matter—what we see, hear, feel, or experience in our first encounter with something colors how we process the rest of it. Advertising messages such as print ads and articles are no exception.

Just as people can manage the impression that they make through their choice of attire, so, too, can the crafting of the headline subtly shift the perception of the text that follows. By drawing attention to certain details or facts, a headline can affect what existing knowledge is activated in your head. By its choice of phrasing, a headline can influence your mindset as you read so that you later recall details that coincide with what you were expecting. ”

As you can see, the way you present your chiropractic services, benefits, incentives and offers set-the-tone for experience the reader can expect!  HeadlinesAdditionally and pragmatically, if your ad doesn’t grab the attention of all prospective patients reading the same ad immediately (which may be right next to your biggest competitor’s ad), your ad becomes invisible, impotent, and you wasted your advertising budget!

According to marketing legend, David Ogilvy, “Write great headlines and you’ll have successfully invested 80% of your [advertising] money.  Further, on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Continue reading Powerful Headlines Equal Advertising Success!

Secrets to How to Write a Better Ad — The value of a compelling headline

Let’s face it; everyone who advertises wants to learn the secrets to how to write a better ad.  That’s the point of promoting your practice, to grab your patient’s attention immediately; so as to develop dependable, steady streams of new patients, and maximize your return on investment.

 

Learning “the secrets” of how to make a better ad would mean that you would never again have to play advertising roulette with your ad budget!  The key to an effective ad begins with a captivating headline!  Headlines play monumental roles in the strength of your ads.

Your goal needs to be to have predictable results every time you run an ad.  Your ad must be a salesperson in print, online, on the radio, in the television ad, etc.  A weak or non-existent headline works as a highly skilled and master saboteur against your advertising effort!

Unless your display ad convinces a patient to pick up the phone and call you or come into your office, your ads are useless.

Unfortunately, many Chiropractic display ads all look alike and say the same things, such as: “Free Consultation,” “Adjustments,” “Family Oriented Practice.” All important points on their own merits; unfortunately, in most ads, the only elements that change are the name of their practices.

To have your next patient pick up their phone and call you, your ad must stand out and be different!  Worst still, some chiropractors only state their name in their ad.  What benefit does a potential patient derive from this information? Absolutely nothing!

There is an absolute law that applies to all advertising (from the consumer’s point of view):  The client (all clients) only cares about one thing: “What’s in it for me?” (WIFM).  Otherwise defined as individuals exercising their own self-interests.

Your ad needs to quantitatively enumerate reasons why a patient “MUST” choose you over everyone else providing the same service.

There’s a secret your advertising sales representative (the person representing the particular vehicle in which you advertise) won’t tell you.  When your ad appears, or is heard, your competitor’s ad will also be seen or heard in that medium.

When you advertise, you are competing in an arena where there are multiple competitors for the available clients.  Highly successful and profitable display ads have very specific things in common, they include:

A Great Headline A Compelling Sub-Head What Makes You Unique?
Offer Specific Benefit Make a Decisive Offer Include a Call to Action

Though many media forums provide the basic elements of these key ingredients, too often, they [the media outlets] simply provide some variation of a cookie-cutter formula for “advertising success.”

* It is important to stress that there is nothing wrong with a generic advertising format; so long as it yields the intended results!  If, however, if you aren’t getting the responses you expect and need, then you must re-evaluate your message!

The importance of a headline –

Fact, up to 95 percent of all Chiropractic ads have no headlines.  Multiple marketing studies, covering several decades, reflecting consumer’s buying habits demonstrate that fully 80 percent of all potential patients only read headlines when deciding which company to use.  Further, it has been pointed out in these many studies: Continue reading Secrets to How to Write a Better Ad — The value of a compelling headline