The Chiropractor’s Clinic and Viral Marketing by George Martin
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The Chiropractor’s Centre and Viral Marketing
In your tech corner this month we are reviewing a lot of ways to advance practices using ‘viral marketing’ through technology and email. ’Viral marketing’. What exactly does it mean?
Everyone is now familiar with YouTube’s method of uploading, linking and searching for videos. It’s a simple concept that originated with people sharing videos on various subjects for fun or entertainment and it spreads through the internet like a replicating virus does. A medium for companies to upload 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 benefits of using this sort of technology to grow 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 brilliant job to improve the concept of chiropractic in the general public. That said, the probability of someone local searching chiropractic on YouTube, choosing your particular clinic and then booking an appointment is small to none.
How then, does one begin explaining people outside the limitations of a practice, using the internet and email for external marketing? There are many programs currently using email technology with auto responders to educate and keep the communication lines open with future clients. There are however, drawbacks to these systems; the doctor is responsible for initially making the content to educate future 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 got 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 organizations at the top. Yes, they have the financial backing 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 ways to teach 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 concept of newsletters is to inform patients, and their friends and family members, on chiropractic. The hope or payoff is that they might come in and see you when they have a health problem as a result of having been sent 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 broadcasting videos on your website? Or better yet, do you even own a website? High quality videos that fully teach the concept of chiropractic and the wellness lifestyle should be broadcast on the website of any clinic trying to increase its income potential. Additionally, videos enticing viewers to find chiropractic care for various health-related issues such as headaches, low back pain and neck pain could also be uploaded. Chiropractic videos are a very useful 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 capture 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 enticing website with superb video and video email lead generation will have that edge that places your clinic above the rest.
Why re-invent the wheel? Track down a organization that has developed high quality videos that will stream on your website seamlessly and effortlessly, rather then trying to set up your own. Let these videos, with their distinct messages, act to passively draw potential new patients through your door. Video email automation will be discussed in our next issue.
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