If you’re the owner of a Chiropractic practice, chances are that making people feel better is your passion. You just love the joy that comes from helping your patients discover a new, pain-free (or at least pain-reduced!) lease on life.
But as any good healthcare professional knows, to make people feel better, you need to get them through the door in the first place.
Discovering effective marketing strategies is vital to grow your client base and build a loyal following of patients who sing your praises.
Here’s how to make sure that your practice has a constant flow of new patients walking through its doors:
1. Provide outstanding service
Superb care and service will only lead to more business – and with any luck, this is something you are already doing.
In addition to being empathetic, punctual, and always ready to listen, the best chiropractors keep their existing patients connected by creating programs that revolve around ongoing preventative care.
If you’re delivering this impressive level of service, your loyal following will likely be providing you with valuable word-of-mouth referrals and driving more patients through your open doors.
2. Understand the ins and outs of online marketing
Social Media, EDM’s, Digital Content. There’s a lot of hefty words being thrown around with online marketing, but, in short, they’re the tools to let people know who you are, and what you can do.
The more accessible your practice is, the more people will view you as a trusted business as opposed to some back-alley operation.
Using email marketing and a social media presence can be a great way to keep in touch with existing patients and to recruit new ones.
Keep in mind that the content of these emails or posts doesn’t need to be a sales pitch. It can just as easily be an educational email that gives informative content and positions you as an expert in the eyes of your existing or future patients.
Don’t be afraid to give away too much content – the more you give the more you’ll receive.
3. Get positive reviews on Google Maps
Google is a treasure trove for any professional practice.
If your chiropractic centre isn’t already on Google Maps, you are missing out on a prime opportunity to get free visibility.
If you haven’t, create yourself an account with Google My Business and verify your practice. Users will now be able to leave reviews about your service. According to a recent survey, 92% of consumers read reviews when looking for a local business.
It’s worth noting that having a good number of reviews on Google increases the chances that the search engine will recognise your business and include it at the top of the listings on Google Maps when someone searches for “chiropractor”.
To manage your reputation and ensure you’re attracting patients rather than pushing them away, we would suggest these tips:
• Asking your customers to write reviews
• Offer discounts or incentives
• Respond to negative reviews to show users that you care about your patients and
4. Improve your website’s on-page SEO (Search Engine OptimiSation)
How many times do we find ourselves entering “best fish and chip shop” or “hairdresser near me” into Google, hoping to be connected with the latest and greatest in our neighbourhood?
Most of the time we click through to the first options that Google offers up. So, what happens if your practice isn’t being displayed on the first few pages of a Google search?
How does SEO work?
To understand the importance of a good performance of SEO and how you can attract more new patients, you first need to know how search engines operate.
Search engines like Google use a method where bots scan the web looking for new content or updating content on old pages. They identify the data, capture that content, and then register the links found in their database.
The page is then indexed in the search engine and can be located by any user. Using keywords (like we mentioned “best fish and chip shop”) the search engine presents a page using suggested results.
How can I improve my on-page SEO?
“So how do I apply this to my practice?” you ask. Good question. By having great on-page SEO.
Without going into crazy detail, this can be done by making sure your content, titles and images are all relevant and interacting seamlessly.
At the very least, your page titles should be applicable, attractive and eye-catching, your overview should provide a clear and interesting explanation of the service you offer, and your website URL should ideally have a keyword in it (i.e., chiropractor!).
Meta descriptions and headers also boost SEO and there’s no substitute for good content. Trustworthy, up to date, high-quality content will do wonders for improving your ranking.
5. Attract ‘new old’ patients
There are many reasons why a client may become inactive. Perhaps they had a poor experience, or their circumstances changed. Either way, these patients may be open to the possibility of returning to your practice.
Studies show that it’s three times more likely you can reactivate an old client than sign up for a new one. And research has shown that a whopping 50-60% of inactive patients can be reactivated through simple strategies such as a letter, an email, or a phone call, focusing on them and their wellbeing.
Ask them questions about how they are, if they have any feedback, and most importantly, why they stopped coming. You could even offer a complimentary appointment to remind them why they enjoyed coming to you in the first place – after all, it’s getting them through the door!