Chiropractic Marketing with Postcards

Postcard marketing has merit in the chiropractic field only if it appears to be intended for the potential patient. Chiropractic offers unique benefits to patients. To get that point across in chiropractic marketing, a bit of pre-planning of the format, structure and content is necessary to achieve maximum number of responses. Mass mailings are a huge waste of time and money in the medical field if the resulting marketing ploy has already been saturated with common key words.

For instance, using labels for addressing is inexpensive but also tells the receiver of the postcard that it is a mass mailing. The negative aspect of mass mailings has no appeal and therefore results in a one-second glance and a direct hit to the wastebasket.

The format used to produce chiropractic marketing campaigns should be well thought out. Minimize text and use graphical images with mass appeal. Remember, three seconds is all the attention a postcard generally is alloted. Words are more powerful when supported by images the eye and, incidentally, the memory remembers easily.

Structuring a postcard so it fits the postcard size but doesn't look cheap or mass produced is usually the best method for capturing attention of prospective patients.

Chiropractic marketing campaigns should be a regular part of the business operation and with moderate frequency in order to achieve maximum response. Good advertising requires frequent advertising that sets up a recognizable business presence in the pool of potential patients.

Planning and layout of content for chiropractic marketing should be done well in advance and with multiple proofreaders. One of the easiest means to gauge a postcard's success is to use them, before a formal mailing, in the office as a reminder to patients. Offering some referral discount using these pre-mailed postcards is also a great way to add new patients to the mailing list. Most layouts are done by the use of a layout board so that each detail, i.e, text, images and specific information is checked and rechecked. Errors are costly and send the wrong impression. But chiropractic marketing using postcards can be a valuable tool for new patient registration as well as retaining regular patients.

Return to Chiropractic Marketing