When Canadian-American chiropractor Daniel David Palmer founded chiropractic as a profession in 1895, he didn’t have all the chiropractic marketing ideas and strategies at hand as you do today. Specifically, digital marketing for chiropractors is one of the main routes you can take to move your business toward greater success. This article will help you find the chiropractic marketing strategy that works for you.
Chiropractic, as a type of alternative medicine, is gaining more popularity. As a result, more and more people turn to chiropractors for the diagnosis, treatment, and prevention of mechanical disorders related to the musculoskeletal system.
Chiropractors mainly use manual therapy, especially manipulation of the spine, other joints, and soft tissues. However, chiropractic treatments may also include counseling associated with exercise, health, and lifestyle.
According to IBISWorld, the U.S. chiropractor industry size is $19.5 billion, and there are 69,997 chiropractors in the U.S. as of 2022. Moreover, the market size is projected to grow by 4.3% in 2022.
Before choosing chiropractic marketing ideas, focus on the target market. The latter represents the audience you’re going to work with. Specifically, the largest chiropractic market segment involves individuals aged 45 to 65, according to business plan company Bplans.
Moreover, MarketResearch reports that more than 35 million Americans, including adults and children, receive treatment from chiropractors’ offices annually. Specifically, in 2018, 53% of U.S. adults suffering from neck or back pain visited a chiropractor.
HubSpot’s CEO and co-founder Brian Halligan says, “It’s not what you sell that matters as much as how you sell it.” So how can you sell your chiropractor services successfully?
According to BusinessWire, the U.S. chiropractic market is forecast to reach $17.93 billion by 2025, with a compound annual growth rate (CAGR) of 4.32% from 2018 to 2025. The chiropractic market growth is based on the increasing cases of back, shoulder, foot, and neck pain and headaches. As a result, you can successfully sell your services to the growing number of people Googling “chiropractor near me.”
If you’re not winning online, you’re not winning at all. According to Visual Objects, 76% of consumers look at a company’s online presence and only then physically visit a business. Moreover, a 2021 Statista survey in the U.S. shows that the Internet helped 21% of consumers find a local business.
But how do you have a good chiropractic website?
Patient reviews play a unique role in chiropractor business marketing. Specifically, they prove the service quality and can influence new patients that your chiropractic business is reliable. Consider posting positive online reviews about your practice on your website to build a reputation.
In addition, search for your business name to find information on review sites such as Yelp and HealthGrades. Don’t ignore the reviews you may encounter. Specifically, answer any questions quickly and be thankful and appreciative.
Moreover, take reviews as an opportunity to interact with your patients. Also, use the negative reviews to your advantage by gaining insight into how you can improve your services. Finally, don’t forget to regularly use Google to see whether your business information and reviews online are accurate.
Since your business targets adult demographics, focus on Facebook, YouTube, LinkedIn, Twitter, and Instagram for chiropractic social media posts. According to Adobe, the top social media sites for the adult demographic include:
To improve your social media presence, identify and research your target audience. Moreover, get active with your followers and always respond to their negative and positive comments. Also, choose the right social media channels. In addition, set up a social media calendar and check on your competitors.
Email marketing is another excellent choice when picking chiropractic marketing ideas. This type of marketing enables you to send your commercial message to your audience via email. This way, you can inform your patients on your email list about your new products or services and discounts.
Mailchimp, a widely used email marketing tool, can help you reach your audience quickly. Use this tool to schedule campaigns; test your copy; and get reports with open, click-through, and unsubscribe rates. These reports help you track your audience engagement and see how successful your marketing campaigns are.
Stories help connect with people, and people love stories. Use video marketing to tell your story. This type of marketing relies on videos to promote and market products or services.
Videos can give your audience more insight into what services you provide and who you are. Also, they can help you tell your audience about your values. As a result, you can boost engagement on your digital and social channels.
According to HubSpot, video has effectively helped 86% of video marketers generate customers, up by another 2% from 2021 and 5% since 2019.
Webinars are video presentations or seminars, lectures, and workshops delivered online. And they’re still relevant. For example, you can deliver a lecture on “What is the most common chiropractic technique?” You can organize a live stream with your audience and post the recording on your social platforms. Inform your audience about the upcoming webinar through email and social media channels.
Moreover, hold a Q&A with your followers during the webinar to boost engagement. The latter is the emotional connection between your followers and your company. According to ON24, 81% of marketers rely on Q&A as an engagement tool while holding a webinar. Alternatively, you can provide educational resources for download, as 69% of marketers do.
Apart from using ads in the offline world, try pay-per-click (PPC) advertising to grow your chiropractic practice. This Internet marketing model requires you to pay a fee each time people click your ad on the Google results page.
When using this type of chiropractic advertising, you should focus on competitive keywords, such as “chiropractic benefits” in your PPC campaigns to target people looking for a practitioner. Based on a 2021 HubSpot Blog poll of more than 1,000 global marketing professionals, 79% were buying paid advertising on Facebook.
What about the advantages and opportunities paid advertising offers? Specifically, it helps you promote your business, reach local residents, and build brand awareness.
List your SEO-optimized website in the online directories. They assist people in finding a chiropractor’s office based on geographic area. Add your name, address, website, and phone number to directories to rank in local searches. For example, you can use ChiroDirectory and USChiroDirectory.
Additionally, have a Google My Business page and link it to your website with the latest contact information.
Add an online store to your website by choosing an eCommerce platform such as Shopify and BigCommerce. Next, you should decide on your target audience, add products to your store, design the look of your online platform, add a payment gateway, and set up shipping.
Some top chiropractor products include vitamins and supplements, nutrient-rich superfoods, memory foam mattresses, orthopedic bracing and pillows, seat cushions, and backrests.
Participate in your community. For example, you can donate to a local charity, sponsor an event, offer a scholarship for local students, and give community lectures. Specifically, consider sharing your ideas on chiropractic care and action plans.
For example, tell your community about the practice you provide and the techniques you use to treat certain conditions.
Chiropractic marketing ideas can’t be complete without chiropractic patient financing solutions. By offering your patients chiropractic financing, you help them complete their entire treatment with flexible payment options, such as buy now and pay later.
The BNPL method allows your patients to pay in installments over time. As a result, customer financing helps your patients pay for services they otherwise couldn’t afford. As a result, you’ll better connect with your patients and increase your client base, revenue, and competitive edge.
The concept of customer experience is developing faster than ever before. According to Forrester, consumer behaviors and ambitions make companies innovate in new ways to better engage with their customers, provide a positive experience to overcome disruption and establish stronger brand loyalty.
Various emotional and mental factors influence people’s buying habits, thus resulting in different consumer behavior types, such as the complex type. The latter describes people conducting in-depth research before making a purchase.
Specifically, you should focus on reducing wait times, listening to your patients’ needs, and educating them about their conditions and prevention methods.
According to the average Forrester’s Customer Experience (CX) Index, 60% of customers had emotionally positive experiences compared with 62% in 2021 and 60% in 2020. It’s no longer enough to convince people to use your services. The priority has shifted towards delivering superb customer experiences.
Marketing your services or products isn’t enough. Also, work on retaining your chiropractic patients. But how can you retain chiropractic patients? Some top steps include staying in touch with your patients, keeping wait times to a minimum, providing clear communication, and offering a comfortable place and pleasant atmosphere.
After you have attracted customers and retained them, you should measure their loyalty to work on keeping them coming back to you. How can you measure customer loyalty? You need to use different metrics, such as the Customer Lifetime Value (CLV).
It sums up the value of every interaction you have with an individual patient and helps you understand your clients. Specifically, it enables you to forecast how much each client will cost you and how much profit you might generate. Thus, you can project your clients’ loyalty and behavior.
Here is the formula for this:
Average Purchase Cost X Average Purchasing Frequency X Average Customer Lifespan
“How can I promote my chiropractor business?” is a question professionals in the field are interested in. That’s where chiropractic marketing ideas step in to help your practice stand out and connect with potential clients. Some top ideas include having a solid website with proper SEO optimization, online reviews, directory listings, and financing solutions for chiropractic patients.
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