How to Grow Your Practice by Harnessing the Power of the Internet
By Dr. Bill Davis
Internet marketing has become a necessity for the chiropractic practice.
When you strategically integrate your internal and external marketing with your digital marketing all of your marketing approaches improve and help grow your practice.
Many doctors are drawn to digital marketing because of the incredible and cumulative benefits of running a comprehensive program including the ability to:
- Generate more new patients
- Increase referral conversion
- Build an email lead list for future marketing
- Improve your External events
- Improve your Internal events
- Improve patient education
- Increase retention
- Improve patient loyalty and compliance
- Increase reactivations
- Increase professional referrals
- Increase community awareness
- Increase collections
At Upper Cervical Marketing, we have worked with hundreds of upper cervical chiropractors in small, medium and large competitive markets to develop niche marketing campaigns to connect with a target market and we have found that there are certain components necessary to an effective and comprehensive digital marketing program including:
- Facebook business page
- YouTube channel for business
- Other social media depending on target market
- Claimed Google Listing (So you can respond to reviews)
- Ways to attract and capture leads
- System to follow up with leads
- System to stay connected and top of mind with existing patients and gather testimonials and reviews
Chiropractic Websites Do’s and Don’ts
Your website is your central hub online. But having a website alone is far from enough to consistently derive benefits from your online presence. In fact by our estimation a website is only about 8 to 10% of what you need to be successful online.
But you definitely do need a website and you want to make sure that your website communicates 3 key factors:
- Who You Are
- What You Do
- What to Do Next
Who You Are
Every chiropractic practice is unique. You have a unique mission. A unique team. A unique target market.
Your website should communicate how your practice is special to your target market and how your unique niche can serve them.
Can this all be communicated with a stock image of a spine?
Think through the images and videos that you are using on your website and whether or not they communicate who YOU are.
What You Do
Next you want to make sure that your website communicates what you do not just a template that a website company gives you.
Once again think through the pictures and videos that you use and whether or not they communicate what YOU do.
What to Do Next
Lastly you want your website to communicate how to take action.
So frequently I see websites without even a phone number on the homepage!
Why would you make it hard for someone to call you?
Instead you want to do everything possible to make it as easy as possible for someone to respond.
Make your phone number evident in several places and stand out from the rest of the website. Put large buttons of different colors in order for people to contact your office. Have a form right on the homepage for people to respond off-hours.
Make it easy.
And lastly just some general notes.
Your website should be able to communicate these three things within five seconds or less. A website that is too complicated and cluttered will frustrate visitors and will drive them away.
You also want to make sure that your website is mobile friendly.
You can make sure of this by putting your website URL into Google’s mobile friendly test here:
You also want to make sure that you or your online marketing company can create blog content for your website. A website is not just a static business card it should be added to and continually improved over time.
Social Media: It’s Where People Are Online
With over a billion people on Facebook every day for 20 minutes or longer you have a unique opportunity to connect with people online through social media.
Facebook is definitely King. There are variety of ways to successfully use Facebook including video, Facebook ads, Facebook live, reviews, video testimonials, whiteboard videos and more.
Facebook algorithms are constantly changing and you want to make sure you work with a company that understands Facebook and how to use it effectively to consistently generate new patients and other benefits for your practice.
Along with Facebook, YouTube is essential. YouTube is owned by Google and is the second largest search engine in the world. Creating consistent video content is critical to online marketing success.
Also depending on your target market and the size of your market Instagram and Pinterest may also be important.
Google Local Listings A.K.A. Google Maps or Google My Business
There are many effective ways to optimize your Google local listing for search engines and new patients but the most important thing to keep in mind when it comes to Google is you want to make sure that you have claimed your listing so when people give you reviews on Google that you can respond to those reviews.
Ways to Attract and Capture Leads
A comprehensive Internet marketing program should have ways to attract and capture leads consistently.
This can include:
- Facebook ads
- landing pages
- blog posts
- video strategies
- retargeting ads
- social media strategies
- search engine optimization
- lead magnets
- call to actions on websites
- guest blogging
When looking for a company to work with you want to make sure that they are not putting all of their eggs in one basket. If they are only relying on search engine optimization or only relying on Facebook ads or some other strategy then you want to keep looking.
When you have a variety of different strategies working at once you get the most consistent results with online marketing.
System to Follow up with Leads
Once you have a system that is capturing names, email addresses, phone numbers etc. you next want to make sure you have a system to follow up with those leads. Obviously if someone is calling the office which should be the ultimate goal of all online marketing those leads are as easy as just answering the phone. But there will be others who want to be engaged with you but are not ready to call the office yet. These might be individuals who have downloaded an e-book about migraine headaches but they did not want a consultation with the doctor at the time of the download they just wanted the e-book. You should have a system in place to follow up with them that would include and email auto responder that educates them about the condition they are struggling with, your unique office and how you help people who are struggling with their health concern.
System to Stay Connected and Top of Mind with Existing Patients
Lastly you want to make sure that you have a system to stay connected and top of mind with existing patients and gather testimonials and reviews. One of the most effective ways that we have found to do this is with our 5 Star Doc System which is an awesome way to gather testimonials, online reviews for Google, Facebook and other review sites while at the same time keeping your office top of mind with existing patients to promote retention, referrals, and re-activations.
A monthly email newsletter is also an effective way to stay connected and promote internal events while educating your patients to improve patient compliance, loyalty and referrals.
A comprehensive Internet marketing program is a must in today’s world. Invest in your practice and your community by learning more about online marketing and how to use it effectively to grow your practice.
If you are an upper cervical chiropractor and would like to learn more about our Upper Cervical Marketing System schedule a market analysis and blueprint with our team.