Chiropractic Advertising - What You Must Know

Posted on March 29, 2008

Basic Chiropractic Advertising Strategy

Every growing practice needs a steady stream of leads and new patients that not only generate revenue, but help advance your practice through word of mouth. It is essential to clearly define your practice on all advertising materials and during consultations to help build your brand and lend credibility to your practice.

Many chiropractors make the mistake of trying to be everything to everyone. Doing so can lead to confusion between you and your clients and less effective treatment programs. You will find that focusing your practice on a few specific treatments will lead to higher response rates in advertising, more streamlined office operations, a better sense of the demographics in your area, and higher profitability.

For example, your first marketing campaign may consist of full-color newspaper inserts sent directly into homes of potential clients. Let’s say you design your flyer to cover every symptom you can think of - herniated discs, sciatica, bulging discs, neck pain, rehabilitation, workers comp, and carpal tunnel syndrome. While you may think it is a good idea to inform your patients of every symptom that you treat, this is not a good move from a marketing standpoint.

It is smarter to design advertisements that focus on one or two particular symptoms so that you can provide a wealth of information on each issue. By trying to appeal to everyone all at once, you lose the ability to grab someone’s attention and conquer their anxiety and concerns about chiropractic. Maximize the potential of each advertisement by eliminating the unnecessary information and appealing as strongly as possible to your target audience.

Over time, you can create a newspaper insert campaign for each type of symptom and slowly build your client list the right way. In doing so your response rates will increase and you will soon know exactly which treatments are the most lucrative in your area. This is key for future success and can quickly put you in at an advantage over your competitors.

Do some research on chiropractic advertising to gather ideas and topics for your own marketing materials. You can even use a competitor’s flyers or promotions to help you learn about your area. What are they marketing? What is their target audience?

A great way to start your chiropractic advertising is to design, print, and deliver full color flyers through the newspaper. For as little as $0.10 per home you can create and distribute full-color glossy flyers. There are even companies that offer free chiropractic flyer samples when you register a free account.

The most important thing to remember is that you must advertise to grow your practice. As an experienced marketing professional I have a saying about customers, “If you don’t tell them you offer it, they won’t know or ask.”

Chris Barr is an experienced marketing professional and graduate of Christopher Newport University. For the lowest prices on printed flyers, newspaper inserts, brochures, menus, and postcards please visit http://www.taradel.com

Tags: chiropractic advertising, practice growth, spine, chiropractic