Having worked with Chiropractors for almost 20 years, virtually every Chiropractor has a challenge with getting new patients. The problem I see with so many of these Chiropractors is that they’ve never put together a strategic plan on how to go out and get these new patients. To many of them get sucked in to paying for expensive marketing programs that do not get a good Return on Investment, or they get advice from their other Chiropractor friends and follow strategies that may have worked for their colleagues, but doesn’t work for them.

The key is that you need to have a balanced approach in obtaining new patients. These are what I call “The 4 Pillars of Chiropractic Marketing.” 

Networking

• Screenings, networking meetings, attending community events, visiting local businesses. Any activity that puts you physically in front of your community.

Electronic Marketing

• Facebook, Instagram, TikTok, YouTube, Pinterest, Linkedin, Your website, emails to your database. Any activity that electronically reaches out to your target audience.

Provider Marketing

• Meeting and developing relationships with like-minded medical providers such as Naturopaths, General Practitioners, Physical Therapists, TMJ Dentists, Massage clinics. Any activity that puts you in front of providers who can refer their patients to you (and vice versa).

Referral Marketing

• Developing a process to get your current patients to refer to you in ways they have not done. This can involve proactive asking for referrals, referral tools you give them, referral contests, etc. Any activity that enables your loyal patients to bring you new patients.

The 1st step is to ask yourself “Where am I spending the most marketing time, expense, and effort amongst these 4 pillars.” The 2nd step is to figure out if your current marketing inside these pillars is working, and if not, why not. 

Once you have that complete, your 3rd step is to identify strategies in any of the pillars you are not currently doing, and put together a strategy plan to integrate these strategies into your marketing program. Finally, the 4th step is to test and measure these strategies to see what works best for you, and make improvements.

When you take a strategic approach to your marketing, you can start refining your marketing program to fit what works best for you.

Kevin Weir - 1/30/2023