Virally Marketing the Chiropractor’s Clinic by Jeffrey King
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The Chiropractic Clinic and Viral Marketing
In your tech corner this month we are reviewing a few ways to develop practices using ‘viral marketing’ through technology and email. ’Viral marketing’. What exactly does it mean?
Everyone is now familiar with YouTube’s method of sharing, linking and searching for videos. It’s a basic concept that originated with people uploading videos on various subjects for fun or entertainment and it spreads through the internet like a replicating virus does. A way for businesses to share videos on the products or services that they offer is ultimately what it has become. An international presence or a product that can be purchased or ordered online is essential to be successful in this type of viral marketing.
What are some of the advantages of using this type of technology to improve your practice and advertise chiropractic? Provided they are positive videos that explain the concept of chiropractic and boost the chiropractic wellness position, videos will do a amazing job to improve the concept of chiropractic in the general public. That said, the likelihood of someone local searching chiropractic on YouTube, finding your particular clinic and then booking an appointment is little to none.
Outside the confines of a practice, how does one begin using the internet and email for external marketing? There are many programs currently using email technology with auto responders to teach and keep the communication lines open with future clients. There are however, drawbacks to these systems; the doctor is responsible for initially creating the content to show future patients, or they sometimes use out-dated newsletter email techniques. We must remember that we live in a high-tech, video driven world with high expectations.
When was the last time you had a newsletter via email from Coca-Cola or Pepsi? These are organizations that spend millions in video-based marketing. Quite simply, video is the way to go, when it comes to influencing the public. The amount of time and money that they spend on marketing is what keeps these companies at the top. Yes, they have the finances to spend on costly endorsements and expensive TV advertising. Our associations are not spending millions to advance chiropractic in the public eye (and if they are it’s on a small local sacle), and a single chiropractic clinic has limited marketing fund. We need to seek creative methods to teach people using 21st century technology and techniques that work, at a reasonable price point that any chiropractor can afford.
We must embrace newer technologies of patient education, although newsletters and mailings can still be inherently useful. People are used to being entertained and our new generation prefers visually-based forms of education. The concept of newsletters is to inform patients, and their friends and family members, on chiropractic. The hope or payoff is that when they have a health problem, they might come in and see you as a result of seeing your monthly newsletter, however the return on investment is VERY limited.
Let’s go back and explore the idea of video technology and the YouTube idea.
Are you posting videos on your website? Or better yet, do you even own a website? Any clinic seeking to increase its income potential should upload high quality videos on its website that fully explains the idea of chiropractic and the wellness lifestyle. Additionally, videos enticing viewers to seek chiropractic care for various health-related issues such as headaches, low back pain and neck pain could also be broadcast. Chiropractic videos are a great way to educate the public at large and bring your website into the 21st century. Services do exist that take this one step further and allow doctors to use emails on their websites by sending the potential lead a video email with a coupon or offer to come into their practice for a consultation. People are plugged into the internet and when they are looking for services they often do a Google search to find the closest chiropractic office. A powerful and compelling website with amazing video and video email lead generation will have that edge that places your clinic above the rest.
Why re-invent the wheel? Rather than try to set up your own, search for a company that has created superb high quality videos that will stream on your website seamlessly and effortlessly. Let these videos, with their distinct messages, act to passively entice potential new patients through your door. Video email automation will be explained in our next issue.
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