Viral Marketing for the Chiropractor’s Centre by Paul Jackson
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The Chiropractic Office and Viral Marketing
In your tech corner this month we are reviewing a few ways to advance practices using ‘viral marketing’ through technology and email. What exactly do we mean by ‘viral marketing’?
Everyone is now familiar with YouTube’s method of submitting, linking and searching for videos. It’s a straightforward concept that started with people posting videos on various subjects for fun or entertainment and it spreads through the internet like a replicating virus does. Ultimately it has become a medium for businesses to upload videos on the products or services that they offer. An international presence or a product that can be purchased or ordered online is needed to be successful in this type of viral marketing.
What are some of the benefits of using this sort of technology to improve your practice and advertise chiropractic? Fortunately, videos will do a amazing job to advance the understanding of chiropractic in the general public, provided they are positive videos that explain the concept of chiropractic and boost the chiropractic wellness position. That said, the likelihood of someone local searching chiropractic on YouTube, picking your particular clinic and then booking an appointment is slim to none.
How then, does one begin teaching people outside the confines of a practice, using the internet and email for external marketing? There are many programs currently using email technology with auto responders to show 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 educate potential patients, or they often 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 businesses that spend millions in video-based advertising. 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 businesses at the top. Yes, they have the money to spend on costly endorsements and expensive TV advertising. A single chiropractic clinic has limited marketing fund, and our associations are not spending millions to advance chiropractic in the public eye (and if they are it’s on a small local scale). We need to seek creative styles to show people using 21st century technology and techniques that work, at a reasonable price point that any chiropractor can afford.
We must accept 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 ways of education. The idea 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 issue, they might come in and see you as a result of reading your monthly newsletter, however the return on investment is HUGELY limited.
Let’s go back and explore the idea of video technology and the YouTube idea.
Are you uploading videos on your website? Or better yet, do you even maintain a website? High quality videos that fully teach the idea of chiropractic and the wellness lifestyle should be shared on the website of any clinic seeking to increase its income potential. 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 shared. Chiropractic videos are a fantastic 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 locate the closest chiropractic office. A powerful and interesting website with fantastic 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 develop your own, locate a organization that has made fantastic high quality videos that will stream on your website seamlessly and effortlessly. With their distinct messages let these videos, act to passively draw potential new patients through your door. Video email automation will be debated in our next issue.
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