Chiropractic Marketing with Press Releases

Using press releases for chiropractic marketing is a great way to gain visibility in the community. A standard press release contains several common features:

Date: Use the current date for the general page, then skip a couple lines down.
Introduction: PRESS RELEASE: For Immediate Use (or, insert specific date for release)
Headline: Create your eye catching interesting headline, separate with double space from introduction and body paragraphs.
Body Paragraph(s): This is where you put important information about new products, new employees, store opening, et cetera.
Closing Statement: Information source, your company name, phone number, contact person for additional information.

The chiropractic marketing press release should feature specifics about the services offered. It is great also for introducing new personnel to the community, or when you add a new piece of special equipment or xray machines. Use the press release whenever someone at the office completes a chiropractic course or program that enhances your services.

Press releases normally are for special information rather than general advertising. You can use them to publicize special meetings, holiday programs, and other facts. While they can offer you some amount of free advertising, do not assume you do not have to advertise your business. Chiropractic marketing includes regular advertising, and you should develop a relationship with your media representatives. They can be especially helpful in designing your press releases and getting you the publicity you want.

You can do a press release about an existing piece of chiropractic equipment you may have, or a new one. The reason for doing one about equipment is basically to inform the public, as many people know nothing about chiropractic and its benefits.

When creating any piece of chiropractic marketing, be sure to work the benefits and value aspect. This is what draws attention, and brings you new clients. Photos should meet local print requirements, usually 8x10 glossy, but you can ask for specifics before you create photos. Remember, a photo is worth 1000 words!

Press releases are usually just one part of your overall marketing effort. When the business is new, they are very helpful in spreading the word about your business without running up huge advertising bills. Print space is expensive, but newspapers as well as other media do have community service requirements to fulfill, so your press releases are welcomed as long as they are not blatant ploys for free advertising.

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