The other day, I was talking to a chiropractor who lamented that he was using every marketing tool in the arsenal (website, facebook, ads, etc) but he wasn't getting any new patients. His frustration was at the boiling point and I could hear his desperation. He explained that, if business didn't pick up, he'd have to close his practice and find a new career.
We set the doctor up with a website that same day and I reviewed all of his existing resources. He had everything from social media to print ads, but he wasn't getting any results. When I looked a little further, I discovered the problem: he was making the 7 most common chiropractic marketing mistakes:
1. Overwhelming patients with too much information. Keep it simple and highlight the benefits in a clear way.
2. Listing credentials. Patients don't care about certifications and honor degrees- they want to know that you have the skills to help and that you care. Tell them why you're a chiropractor and why you care.
3. Excess formality. There's an over abundance of professionalism on the internet. Sincerity and informality works much better. Be human and give your patients a chance to get to know you.
4. Upselling chiropractic. You don't need to hard-sell a valuable service like chiropractic care. Just explain why it's beneficial and provide honest, concrete information on the benefits.
5. Pushing snake-oil. Chiropractic is a legitimate and powerful form of care....but it doesn't cure blindness or raise the dead. Be honest, sincere, and factual. Selling snake-oil will eventually bite you back.
6. Cluttering the homepage. You've got lots of neat information and you want to share it, right? That's great, just don't put it all in one place! If you overwhelm a site visitor, they'll leave. Give patients a nibble here and a nibble there.
7. Being too wordy. Wordiness convolutes ideas quicker than latin. Keep it short, simple, and memorable.
After identifying these problems, I worked with the doctor on creating a new strategy and finding ways to leverage his tools in better ways. It was amazing, within a week he saw a dramatic increase in patients and he was able to save his practice from bankruptcy. He was so grateful that he asked me to share these insights by writing this blog...and here it is!
If you're desperate straights, seeking new patients, or just interested in a few new strategies- give me a call and I'll be happy to brainstorm with you for free!
Rod Campbell
Marketing Director
Chirohosting.com
