Using a Consistent Mix of Chiropractic Marketing in the Year 2010
A hotly debated subject these days is "what way is the best way to spend your chiropractic marketing dollars?" Some believe print advertising is still the way to go. Some think that the way to market in this age of technology is to utilize the internet and all of its bells and whistles, others are of the opinion that it's who you know and feel that social networking will accomplish more than anything. I believe it's a little bit of all of that and more.
As everyone watched the President take the election by storm last year, all that was heard was; "the media's running the election". Really what you saw was probably one of the smartest marketing campaigns ever witnessed. It wasn't that the media ran the election, what you watched was the media trying to keep up. Even though the social networking had been around for several years prior to the last election, most people really didn't understand it or know much about it. Marketing is getting your name, face, image, product, agenda, etc., out in front of the public's eye and there is certainly more than one way to do that. I would venture to say that the media got most of their information from the social networking scene and as not to feel left out, the media quickly jump on board as well.
Chiropractic marketing is seen and heard everywhere; radio, television, newspaper and various forms of print media. And now, you can find chiropractors marketing on facebook, myspace, twitter and youtube. So here's my thought, you want to be found...then make yourself visible.
I don't know if I'd be so quick to believe that you can rely on social media for all your chiropractic marketing and that it will all be free. While reading some blogs recently I saw that the writer said that social networking is free. Well yes it is free, but what are you trying to accomplish? Do you want to rack up more friends and followers or are you wishing to get new patients in the door? I understand the viral marketing is the next biggest thing, but regardless of how many people follow you or spread your name around, followers don't pay the bills. Even with a facebook fan page you still have to promote it. Web 2.0 is all the rage I agree, but people do still read the newspaper and watch television contrary to what is being said. As far as being free....unless you understand how to "work" the social media, you will probably have to pay someone to get the ball rolling and keep it rolling.
Speaking of rolling... All the chiropractic marketing in the world won't help you if you're not consistently marketing. One ad in the paper might yield you many new patients, but do you stop marketing after one ad is placed? No...and if that attempt was futile, do you give up? No!
Chiropractic Marketing in 2010 will need to be a well thought out plan and likened to a can of mixed nuts. Go buy a can of mixed nuts, pour the contents out in a bowl and look at what you have. Notice there are more peanuts, but then there are plenty of almonds, cashews, filberts and usually a few Brazil nuts. They must be rare.
It's funny how you will always meet one person who really likes those and eats those first.
My point is that your chiropractic marketing should be like the can of mixed nuts. I'll let you decide which type of marketing mix you need. Your budget, your practice, your marketing and your demographics are different from another chiropractor. So where as you might be in an area where newspapers are still widely read, the print marketing might be your peanuts and the social media marketing might be the least utilized form of marketing, the Brazil nuts, and online marketing with a website or landing page mingling in the middle of the mix.
As far as being consistent...I'm not sure why anyone would need to address this topic with a chiropractor, because a chiropractor's philosophy and advice to their patients is the importance of being consistent. But it's worth your time and mine and can be summed up with this quote from the late Claude Pepper;
"Life is like riding a bicycle: you don't fall off unless you stop pedaling. "
The same is true with your chiropractic marketing...so keep pedaling!