Virally Marketing the Chiropractor’s Office by Robert Williams
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The Chiropractic Office and Viral Marketing
In your tech corner this month we are reviewing plenty of ways to grow practices using ‘viral marketing’ through technology and email. What exactly do we mean by ‘viral marketing’?
Everyone is now familiar with YouTube’s way of uploading, linking and searching for videos. It’s a straightforward concept that started off with people sharing videos on various subjects for fun or entertainment and it spreads through the internet like a replicating virus does. Ultimately it has become a way for businesses to share videos on the products or services that they offer. An international presence or a product that can be purchased or ordered online is needed to be successful in this type of viral marketing.
What are some of the advantages of using this type of technology to develop your practice and advertise chiropractic? Provided they are positive videos that explain the concept of chiropractic and boost the chiropractic wellness position, videos will do a fantastic job to improve the concept of chiropractic in the general public. That said, the probability of someone local searching chiropractic on YouTube, finding your particular clinic and then booking an appointment is slim to none.
Outside the confines of a practice, how does one begin using the internet and email for external marketing? There are many programs currently using email technology with auto responders to explain and keep the communication lines open with potential clients. There are however, flaws to these systems; the doctor is responsible for initially making the content to show potential patients, or they often use out-dated newsletter email techniques. We must remember that we live in a high-tech, video driven world with high expectations.
When was the last time you had a newsletter via email from Coca-Cola or Pepsi? These are companies that spend millions in video-based advertising. Quite simply, when it comes to influencing the public, video is the way to go! The amount of time and money that they spend on marketing is what keeps these businesses at the top. Yes, they have the finances to spend on costly endorsements and expensive TV advertising. A single chiropractic clinic has limited marketing fund, and our associations are not spending millions to advance chiropractic in the public eye (and if they are it’s on a small local scale). We need to seek creative ways to teach people using 21st century technology and techniques that work, at a reasonable price point that any chiropractor can afford.
Although newsletters and mailings can still be inherently useful, as a profession, we must accept newer technologies of patient education. People are used to being entertained and our new generation prefers visually-based methods of education. The concept of newsletters is to inform patients, and their friends and family members, on chiropractic. The hope or payoff is that when they have a health issue, they might come in and see you as a result of receiving your monthly newsletter, however the return on investment is VERY limited.
Let’s go back and explore the idea of video technology and the YouTube idea.
Are you posting videos on your website? Or better yet, do you even have a website? High quality videos that fully show the concept of chiropractic and the wellness lifestyle should be uploaded on the website of any clinic seeking to increase its income potential. Additionally, videos enticing viewers to seek chiropractic care for various health-related issues such as headaches, low back pain and neck pain could also be broadcast. Chiropractic videos are a useful way to educate the public at large and bring your website into the 21st century. Services do exist that take this one step further and allow doctors to send emails on their websites by sending the potential lead a video email with a coupon or offer to come into their practice for a consultation. People are plugged into the internet and when they are looking for services they often do a Google search to locate the closest chiropractic office. A powerful and enticing website with superb video and video email lead generation will have that edge that places your clinic above the rest.
Why re-invent the wheel? Rather than try to create your own, find a business that has set up superb high quality videos that will stream on your website seamlessly and effortlessly. With their distinct messages let these videos, act to passively draw potential new patients through your door. In our next issue we will talk about video email automation.