3 WAYS TO GROW YOUR BUSINESS QUICKLY!

Grow your business through proven strategies to increase your traffic, convert the curious into patients and retain your patients for years to come (all the while, providing additional necessary procedures).

 

Business success doesn’t occur by accident! Henry Ford, Bill Gates, Michael Dell didn’t succeed on a whim. They consciously and intentionally pursued, explored, and diligently worked hard to attain the brass ring. Therefore, so must you!

You took the time and effort to hire a real estate person, find an office space, and secure your loan.  Then, you had that office space built out to your specifications.  After that, you hired contractors to fill your new clinic with phone lines, computer equipment, and medical equipment. One can only presume that your intention was to be as successful as possible.

You were diligent in your efforts to create a suitable location for your medical practice. You secured a beachhead for your enterprise.  Now comes the moment of truth; the time when you must attack your prosperity intentionally!

In this spirit, your task is to raise your hand and to tell the world that you are open and ready for business!  Additionally, your effort needs to cultivate your reputation, to stand out in your area, to become a local expert. In so doing, you can begin to develop your foothold on being considered the “go-to” doctor in town.

We know that this active pursuit of excellence is supposed to happen.  It’s a shame though that far too many doctors don’t approach their business in this manner. There seems to be an attitude that simply by hanging their shingle over their door, patients will come!

Maybe it has to do with the amount of time that passes between a college business course and the actual practice of medicine. Perhaps, it’s in this period from beginning one’s practice to thinking about attracting more patients that the disconnect occurs.  The fact is that from the moment you opened your clinic, the competition was on!

Every business school in the country teaches that business success is a daily struggle for survival. Every day someone is going out of business. Likewise, every day someone is trying to build their business; however, in a crowded marketplace every time a clinic gains a new patient, someone else loses one!

Though you can make the argument that the world is your “patient” oyster, depending on geographic limitations, population density, availability, and opportunity, your pool is not nearly as large as you may believe.

The fact it is that every day your competitors are actively marketing to your patients. If they’ve done a good job of incentivizing, they are doing everything they can to compel your patient to become their patient!

This book has a single purpose: to show you how you can keep your patients (both current and past) from jumping ship and increasing your profits. As we go along, you will also learn to attract more patients and increase your clinic’s traffic and earnings.

Additionally, we plan to show how you can maximize your budget to reap the maximum benefit from your marketing efforts.

Did you know that it costs five times as much to attract a new patient than it does to keep an existing one?

The reason that it costs so much more to attract a new patient is because patient acquisition has a very measurable cost. Let’s face it, and every business needs a steady supply of new patients, but it comes at a high price.

Some of the standard patient acquisition costs center around things like outbound, or traditional, marketing (including advertisements, direct mail, cold calling, and so on). Add to that the costs of event marketing, sales, and business development salaries, set up the maintenance of compelling websites, blogs, social media, etc., these things add up quickly and immediately attach themselves to your bottom line!

That’s why patient retention can dramatically and positively impact profits. According to a fascinating article in Marketeer.kapost.com, titled Customer Acquisition Versus Customer Retention, studies performed by Bain and Company, along with Earl Sasser of the Harvard business school, have measured that just a 5% increase in patient retention can lead to an increase in profits somewhere between 25 and 95 percent.

They go on to point out that: Current patients are more willing to try new services. Existing patients are 50% more likely to try new services and spent 31% more, on average, when compared to new patients, which translates to cross sales and up-sales.

Secondly, you already have the trust of your current patients, so they will be willing to truly listen to what you have to offer (without the standard resistance that comes with a perceived sales “pitch” from an unknown source).  The probability of providing additional services to an existing patient is 60 to 70%, while the likelihood of providing those services to new patients is just by to 20%.

The third benefit has to do with advocacy and trust.  Your current patients are your best advocates which impacts prospective new patients that want to know by what means to be your patients, giving perspective patients a glimpse of the patient experience your brand provides.

A clear model of the benefits of a defined client retention strategy is played out every day with the Disney Company.  Think about it, when most people are asked about their experience at the park they respond with “It was incredible!”3 WAYS TO GROW YOUR BUSINESS QUICKLY!  They often overlook standing in long lines, the hot, humid weather, or ever-rising ticket prices.  If the trusted customer experience that has allowed Disney to have an attendance growth over 30 years.  Returning customers trust the Walt Disney brand and know what to expect when they plan to visit for the coming summer. Continue reading 3 WAYS TO GROW YOUR BUSINESS QUICKLY!

10 Proven Business Techniques For More And Better Patients

Are sick and tried of advertising with no guarantee of results? At last there is a proven method for attract more and better patients!

Webster’s dictionary describes a commodity as a class of economic goods; especially an item of merchandise (such as soybeans) whose price is the basis for future trading.  If you want your clinic to grow, and to get more and better patients, you need to break free of the commodity trap!

We live in a world where your patients have more options than ever before! The fact is that patients are loyal to doctors and not to practices.  However, if the only thing that separates you from your competitors is price then you have become a commodity. Your value has been reduced to the lowest common denominator — cash! You will only get more and better patients if you provide value well beyond a price-point.

As you read this, think back to when you initially opened your doors. Did you intend to open a practice that was only distinguishable by the prices you charge for the services you provide? A clinic where the only discernible difference between you and your competitors is that the decor and color of the scrubs you wear?

As you read further, you will see many examples of things you can easily do to connect more fully with your patients. In so doing, you will also gain greater insight of your patient’s needs while reaching them!

First and foremost, to attain the success you desire, you must take personal responsibility for your promotional efforts. You may not be well-versed in marketing and advertising, but you need to align yourself with someone who is.  Your clinic’s survival literally depends on it!

Additionally, according to the Harvard Business Review, it is up to 25% more expensive to acquire a new patient than to retain existing patients.  Further, Frederick Reichheld of Bain & Company states that increasing customer retention rates by 5% increases profits by 25%-95%. So the motto of the story is, you don’t have to spend time and resources to get new patients, you just have to make the ones you have happy.

Jill Avery (lecturer at Harvard business school) states that “churn rates’ provide important and measurable matrices.  This matrix is important because it focuses directly on the lifetime value of a patient and your return on investment.  It’s not just marketers who look at churn, many investors use the metric to evaluate the underlying health of a firm. The higher the churn rate, the more they question the companies viability. Therefore, it’s not just understanding that patients leave, it’s about understanding why they leave.  Then, you must make a concerted effort to make sure that the rest of your patients don’t follow suit!

If you have never considered the value, over a lifetime, of each patient you are in for an eye-full!  The lifetime value a patient represents is an easily calculated formula. You simply calculate the amount of revenue you receive from a patient each time they visit. You would then multiply that figure by the number of times per year they visit. Finally, you would multiply that amount by the average number of years that you retain your patients. As I’m sure you can see, each patient represents a significant amount of revenue to you.

You will also notice that losing patients means that you are handing over thousands of dollars to your competitors. This is not to say that you can’t be discriminating. There is no reason not to exclusively work with your favorite patients. You simply have to be more astute with your promotion and content.  You may even wish to explore strategic affiliations to increase the numbers of desirable patients.

“65% of a company’s business comes from existing customers, and it costs five times as much to attract a new customer than to keep an existing one satisfied.” Source quoted as Gartner.

You should now do some calculations to fine-tune and identify more and better patients. You need to evaluate the quality of your More and better patientscurrent patients. Essentially, you need to determine which patients represent the 20% that provides you with 80% of your annual revenue. Once you establish this number, you then figure out what their primary concerns are. For example, if these patients represent chronic migraines, and you would then target your marketing for that specific ailment.

Stay very close to your patients, so you know their exact needs, today and tomorrow. Your aim is to be irreplaceable as their healthcare provider. Continue reading 10 Proven Business Techniques For More And Better Patients

The Secret to Business Success: Intentionality

Ultimately business success depends on human intentionality which is the most powerful evolutionary force on this planet.           — George Leonard

Business success doesn’t occur by accident! Henry Ford, Bill Gates, Michael Dell didn’t succeed on a whim. They consciously and intentionally pursued, explored, and diligently worked hard to attain the brass ring. Therefore, so must you!

You took the time and effort to hire a real estate person, find an office space, and secure your loan.  Then, you had that office space built out to your specifications.  After that, you hired contractors to fill your new clinic with phone lines, computer equipment, and medical equipment. One can only presume that your intention was to be as successful as possible.

You were diligent in your efforts to create a suitable location for your chiropractic practice. You secured a beachhead for your enterprise.  Now comes the moment of truth; the time when you must attack your prosperity intentionally!

In this spirit, your task is to raise your hand and to tell the world that you are open and ready for business!  Additionally, your effort needs to be to stand out in your area, to become a local expert. In so doing, you can begin to develop your foothold on being considered the “go-to” DC and town.

 “A goal without a plan is just a wish.” — Antoine de Saint-Exupéry

To become that local expert, you must approach every promotional effort with Business success with intentionalitythese primary objectives in mind: Every advertising piece should have a strong and compelling headline. Your content should allure and appeal to people’s self-interest. You must provide a tantalizing offer.  You must clearly define your unique stature in the area (your brand). And, you must provide testimonials for those prospective patients who don’t know you and need reassurance.

This is the point at which many chiropractors ask vital and telling questions:  “So, what do I say in my promotional pieces (other than the obvious — I’m a DC)?  How do I know who I’m supposed to reach? Because at this stage of my career, I treat everyone!

The questions listed above are extremely legitimate! I find that many doctors, though they excel at medicine, they don’t often have the time handle the marketing. What they do have, is an abundance of knowledge. Use your knowledge as currency, which if done properly, can reach and touch multitudes. Continue reading The Secret to Business Success: Intentionality

5 Secrets for Building Deep Patient Pools

If your desire is to create successful and predictable marketing campaigns; you’ve come to the right place!

What you share with your patients determines your desired outcome — developing deep pools and long-term relationships is directly tied to successful and predictable marketing efforts!

The sole purpose of advertising is to say to the world “Hey, I’m here and ready to serve your needs!”  Also, the only point of sending periodic notes to your patients is to give them information they want!  Successful and predictable marketing shouldn’t be some random thing that is merely thrown together.  You want to provide information that compels.

*Note, these correspondences include your e-mails, newsletters, special reports, etc.

Why? Because reliable and authoritative content builds loyalty within your patient base.  The more fidelity you build, the more consistent business you can count on, and the greater the referral possibilities.  By providing valuable tips, in easy to understand portions, on the topics your patients need, you create that allegiance.

You will be building upon your reputation as the authority in a particular ailment within your field.

Again, why is any of this so important?  There is an excellent article in HelpScout.com, titled the “The art of customer loyalty,” explains this principle succinctly:  In a world where your competitors are only a click away, customer loyalty really is the new marketing. Today’s customers have access to an endless amount of information about your business, and research shows that they’re ready and willing to stop dating around and stick with companies who go above and beyond to create a fantastic customer experience.

Therefore, if your intention, when sending out your communication pieces,  is to touch, educate, compel and build deep bonds with patients, then you have to make sure each piece is read.  Successful and predictable marketing

As you read on you will learn strategies  to achieve that very topic.

As such, the cornerstone of your practice’s prosperity is a proper communication strategy which yields both successful and predictable marketing campaigns.

What if every time you send an email to your patient, that email was received by that recipient with excitement?  An essential aspect of successful and predictable marketing includes superior branding.

Brand (ing): The marketing practice of creating a name, symbol or design that identifies and differentiates a product (your service) from other products. An effective brand strategy gives you a major edge in increasingly competitive markets.

A properly developed brand identifies you as the absolute “go-to” doctor in the Continue reading 5 Secrets for Building Deep Patient Pools

Important Lessons – How Online Marketing Won 2016 Election

Online marketing is real, and it won the 2016 election!

Regardless of which side of the political aisle you sit on, the facts are in, and the brilliant use of online marketing won the day!  This should by a classic lesson for every Chiropractor wishing to attract more and better patients!

Let’s face it, the current economic conditions haven’t been kind, and have touched everyone.  To overcome, succeed and excel, you need to adopt better marketing techniques.  Further, if you are using online promotion, you will want to read this blog and upgrade what you’re doing.

The online phenomena was first mastered and seen four years ago during the Obama-Romney race.  Actually, we saw it at its earliest stages during the Obama-McCain run.

According to noted marketing and sales strategist, David Meerman Scott, author of “News Jacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.”:

“We live in a 24/7/354 world, second-by-second news environment!  The most prosperous and savvy operators realize there are new ways to generate media attention.

The rules have changed.  The traditional PR model—sticking closely to a pre-set script and campaign timeline—no longer works as before. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.

To be effective, you must launch your business ahead of the competition and attract the attention of highly-engaged audiences. You do this by taking advantage of breaking news.  Additionally, you do that by generating attention and growing business in a real-time world.

Our always-on, web-driven world has new rules for competing and growing business. ‘Advance’ planning is out and agile is in! Those who embrace new ways will be far more successful than those who stay stuck and afraid to change.”

Recently, he wrote and interesting piece and an accompanying video on th 2016 Campaign.  The piece is titled: How Inbound Marketing and Sales Decided the 2016 US Election.  He believes that Donald Trump won because he understood his buyer personas better than the Clinton campaign.  He passed that information via his online domination.

Meerman-Scott says that Trump created a strong, memorable message from the moment he announced his candidacy in 2014. “Make America Great Again” (#MAGA) captured his promise to buyer personas. People all over the country knew the slogan. Trump used inbound marketing to make himself the 45th President of the United States. Continue reading Important Lessons – How Online Marketing Won 2016 Election

5 S.E.O. Tactics You Must Start Doing IMMEDIATELY!

We’ve all heard it, if you want to attract more patients, you MUST improve your SEO!

 

To begin with, for those readers that are less tech savvy than others, Search Engine Optimization (SEO) is the process of improving the visibility of your website in an organic (“natural” or unpaid) way.

Therefore, the above statement is fine and well, but how exactly is that optimization achieved?  In our many conversations with Chiropractors, we find that it falls upon many of these doctors to generate new business.  Actually, we have similar conversations with doctors in other disciplines as well such as Dentists, Veterinarians, or Pediatricians and they too tell us that they are the ones who write their sites blogs and articles to attract more patients.

At the end of the day, there is an undeniable fact that a medical practice is a business.  As such, it is subject to the same realities of every business — if you don’t get more patients, you go out of business!

Whether you are the person responsible for blogging or not, your content must attract patients!  Moreover, it must draw those patients from a finite geographical pool.

Therefore if your content doesn’t draw patients in, your advertising is reduced to the equivalent having a billboard in the middle of the desert.

When we refer to “Content Marketing,” we mean creating and sharing valuable information to attract and convert prospects into patients.  Additionally, impress them enough so that they emerge as repeat buyers of your service.

The type of content you share is closely related to the service you provide.  In other words, you’re educating patients so that they know, like, and trust you enough to do business with you.

Examples of this would depend on your particular specialty, such:

  • If your specialty is in sports medicine: Treat Your Own Rotator Cuff
  • If your specialty is veterinary chiropractic care, you may wish to write something like: Where Does My Horse Hurt?  Consider writing a blog providing a hands-on guide to evaluating pain and dysfunction.
  • If your specialty deals with pediatric chiropractic care, write about that, etc.

According to Whatisseo.com, “A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords.   Then the ‘on-page’ optimization will be designed to make prominent for search engine algorithms.  SEO is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).” Continue reading 5 S.E.O. Tactics You Must Start Doing IMMEDIATELY!

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!

Why Social Media Is Essential for Business Success

Fact, in this modern electronic world, social media is essential for your business growth!

 

It seems that every day the world is moving faster and faster, and the pressure to build and strengthen your medical practice is that much more intense!  As such, as members of society are reaching out and connecting in record numbers on a multitude of issues, including business referrals; it is more important than ever for chiropractors to embrace this truth:  Social Media is Essential For Your Business Growth!!!!

To strengthen the social media reality further, many reports and articles pointing out staggering numbers like:

  • Online adults aged 18-34 are most likely follow a brand via social networking (95%). (Source: MarketingSherpa) Think about your audience and see where they are most likely to follow your brand.
  • 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador) Use social media as an effective customer service tool to increase brand engagement and win new customers. 
  • There are 1.65 billion active mobile social accounts globally with 1 million new active mobile social users added every day. (Source: We Are Social) Make sure to optimize your mobile social media campaigns and since mobile ads are relatively cheap and easy to produce, test multiple versions to see what works the best. 
  • 96% of the people that discuss brands online do not follow those brands’ owned Social Media is Essential For Your Business Growthprofiles. (Source: Brandwatch) Companies need to go beyond their channels and monitor those unbranded conversations to gain valuable insights and manage brand health.
  • Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source: HubSpot) Flying Point Digital has a great post on how to create an innovative content strategy on social media.
  • There were over 4.4 million videos uploaded directly to Facebook in February 2016, generating over 199 billion views. (Source: ReelSEO) Video marketing is a powerful tool that personalizes your brand and increases conversions.
  • There are 40 million active small business pages on Facebook, but only 2 million of those businesses pay for advertising. (Source: Brandwatch) Therefore, small-sized companies should consider paying for Facebook ads to gain visibility and surpass competitors relatively easily.

*  Source: Dreamgrow.com 

The figures above are quite compelling.  If nothing else, from the perspective of attracting new patients, they are interesting.  Even the most cynical among us must concede that a serious argument can be made for the notion that social media is essential for business growth.

Additionally, in a recent Huffington Post article, titled Why Social Media is Essential for Business Success, author Harmel S. Rayat (who is a prolific investor, entrepreneur, business owner and author of his right)sums up the advantages to your medical practice quite succinctly.

Mr. Rayat writes, I’m often surprised at how many CEOs refuse to use social media. Perhaps they feel that having a social presence could be risky. Perhaps they fear that saying the wrong thing could ignite a PR nightmare – a firestorm not easily extinguished. Or, maybe they worry it could open them up to disgruntled customers who could threaten their company’s reputation.

On the surface, this seems to make a lot of sense, but based on my experience, a social presence is a necessity for success.

Social media ‘sociability’ shows that I’m listening; that I’m open to engaging in conversation and comfortable with technology. In short, it shows I’m a human being.

In fact, setting up a Twitter account and my blog was the best thing I ever did. Not only can I communicate with my friends and co-workers, but I’m also better able to tap into my intended core audience.

Remember, constant communication is key to growing a business. I’m the first to say that there’s no immediate value to penning a blog or tweeting a message to followers. It may even take valuable time out of my day. But the long-term benefits are difficult to ignore. Blogging, for example, helps nurture ideas. It also helps me build an audience and a following.

I now have more than 700 Twitter followers that I can speak to and listen to daily for inspiration and ideas I may not have thought about. Often, this ‘social’ interaction helps me shed further light on projects I’m working on.

I’m often surprised at how many CEOs refuse to use social media. Perhaps they feel that having a social presence could be risky. Perhaps they fear that saying the wrong thing could ignite a PR nightmare – a firestorm not easily extinguished. Or, maybe they worry it could open them up to disgruntled customers who could threaten their company’s reputation.

Continue reading Why Social Media Is Essential for Business Success

Chiropractor Advertising Mistakes: How Many of These Costly Patient Repelling Errors Are You Making With Your Advertising?

Chiropractor advertising mistakes: if your advertising results don’t deliver a steady stream of new patients, chances are you’re making costly, but correctable, errors!

 

The only purpose of advertising is to generate higher profits for your chiropractic practice! Your ad MUST be a salesperson in print, online, on the radio, in your television ad, etc.  Unless your ad convinces the patients to pick up the phone and call you or come into your office, your ads are useless; also known as “Chiropractor Advertising Mistakes.”  Sadly, depending on the type of error, you even be pushing potential business directly to your competition!

If you look at many chiropractor display ads, you will quickly notice that most of the ads look alike, and they say the same things.  Worst of all, they all have nearly identical advertising mistakes, such as: “Free Consultant”, “Back Adjustments”, and “Chiropractic Care for The Entire Family.”

* Though all these services and details are important, and they all stand on their own merits!  Unfortunately, as it applies in most cases, the only elements that change in the ad are the names of their practice.

Though many (if not most) media conduits provide their basic elements, essential ingredients, and software for an ad.  Too often they [the media outlets] just offer some variation of a cookie-cutter formula for their “advertising platform.”  Which is fine for their needs; however, too often some essential “components” are left out of your ad.

The importance of these elements becomes apparent when you look at your advertising from the perspective of what your ad (In a magazine for example, but it applies to all other mediums as well.  For simplicity, for rest of illustration we will use print advertising) is indeed designed to do for your medical practice.

Every ad is created with two purposes in mind:  1) To attract a stream of new patients; and, 2) To have those patients who see your ad choose your practice over everyone else in your field and demographic area.  Unfortunately, your competitor is counting on the very same benefit!

Print advertising is a medium that allows your biggest competitor to sit next to you in the periodical for easy comparison. Whatever your advertising medium, shortly after your ad appears, or is heard, your competitor’s ad will also be seen or heard. Therefore, as part of your marketing strategy, you have to do everything you can to stand out.

“What business strategy is all about and what distinguishes it from all other kinds of business planning is, in two words, competitive advantage. Without competitors there would be no need for strategy, for the sole purpose of strategic planning is to enable the company to gain, as efficiently as possible, a sustainable edge over its competitors.”  ― Kenichi Ohmae

To stand out and have your next patient pick up the phone and call you is beyond important.  It is life and death (for your medical practice).  Your ad must be Chiropractic Advertising Mistakesdifferent!  Shockingly, some chiropractors merely state their name in their ads, and besides a phone number — that’s all.

Interestingly, every consumer has one trait in common with every other buyer.  We all like to buy; we just do not want to be sold!  Additionally, we buy using unique triggers that appeal specifically to us; in marketing terms, it is called the “What’s in it for me?” quotient. Continue reading Chiropractor Advertising Mistakes: How Many of These Costly Patient Repelling Errors Are You Making With Your Advertising?