Chiropractic medicine has a smaller market than traditional medicine, so it requires more targeted marketing strategies. Generating new patient leads involves marketing yourself both online and offline, from your website to community events.
We spoke to the experts and compiled a list of the 23 best chiropractic marketing ideas to help you diversify your strategies and grow your practice.
1. Generate Leads with Content Marketing
Kevin Gallagher, Founder & Inbound Consultant, Stargazer Digital
The best thing you can do to generate buzz in the chiropractic industry is to answer the questions consumers are typing into Google on a regular basis, via a blog. But it goes so much further than that. Say a consumer wants to know more about their lower back pain. He does a quick search in Google and finds your blog post on “10 Causes of Lower Back Pain.”
After reading, he then notices your free downloadable ebook at the bottom of the blog post, entitled “7 Exercises to Relieve Lower Back Pain.” So he downloads it in exchange for his name and email address. After that, you can begin sending him timely emails with more helpful content, such as videos, infographics, and blogs to help nurture this new lead into a customer. He will eventually be ready to have a sales conversation, as you’re the one who has helped him and established his trust. Once he’s delighted with your service, he’ll go and tell his friends, family, and colleagues—becoming a brand advocate on social media!
2. Send Out Press Releases to Be More Visible to Your Target Clients
Bob Smith, Founder/CEO, RSA Group Public Relations
Send out press releases in time for significant events in your practice. This includes personal achievements such as commendations, awards, endorsements by a major partner or government agency, a mention of you in a book or even the release of your own (in-print, ebook, etc.). Company milestones are also worth the press release, such as getting your 1,000th client, a company anniversary, participation in charitable events, and even celebrating an employee’s retirement after a long career in your company.
3. Offer Free Adjustments on Facebook and Instagram
Andrew Schutt, CEO and Founder, Elevated Web Marketing
Use Facebook and Instagram ads to get people to sign up for a free adjustment. Once they come in for the free adjustment, upsell them into coming back for follow-up appointments at full price. I’ve been working with a chiropractic clinic for about a year now, and the biggest success we’ve had is giving away a free adjustment with Facebook and Instagram ads. People click on the ad, submit their name, email, and phone number, and then they’re prompted to call to schedule their appointment.
With this strategy, we were able to generate 35 leads in just two weeks with only $72.45 in Facebook ad spend. From the 35 leads, 21 ended up coming in for their free adjustment. Of those 21 who came in, 15 of them scheduled follow-up appointments at full price.
4. Make Yourself Known in the Professional Community
Nate Masterson, Marketing Manager, Maple Holistics
Write academic articles. Make your colleagues think of you first when they need to refer their patients. When someone Googles your name and they see all the articles you’ve written, it gives them the feeling that your opinion is one to be trusted.
5. Send Out Postcards Offering a Free Introductory Service
Joy Gendusa, Founder & CEO, PostcardMania
One of my clients has been mailing postcards for years to generate new clients and also invite existing patients back in. To generate new patients, buy a mailing list of every household (with household incomes of more than $50,000) within five to 10 miles of your practice. Design your postcard with a special offer that entices prospects to come in and try you out. I’ve seen these offers work: free consultation, free x-rays, free first treatment, or free massage. Notice anything in common there? The word “free”! Offering a free introductory service gets people in the door so you can impress them with your expertise and give them a whole-body treatment plan to address any issues they’re experiencing.
6. Partner with Other Local Businesses in Community Projects
Kimberly Zahasky R.N, Co-Owner, Blue River Chiropractic
In our clinic, we are always looking for ways we can get our name out there while helping others at the same time. For instance, we partner with local nonprofits to help spread the word about the great things they are doing and offer potential patients a complimentary exam and x-ray when they donate $30 to the charity. They get funding and we get to be generous and get recognition. Another way we do help is to offer complimentary lunch-and-learns for businesses near us. We educate their employees on wellness, ergonomics and injury prevention and they get the opportunity to know us and our clinic. When you give freely, good naturally comes back to you. Because this way of marketing can be a slower way to build your business, we combine this with online marketing for more immediate results.
7. Create Videos to Promote Your Practice
Dave Bloom, President, Bloom PR
Video is an incredible way to promote the chiropractor’s practice. Patient testimonial videos are very powerful. Show-and-tell videos are very useful. We suggest patients provide specific examples about how the doctor helped. Saying the doc is great is one thing, providing a very specific way that the doctor was great is outstanding. Video is a powerful tool in that the doctor can express their thoughts so that people can see and hear how passionate they are about chiropractic care.
Mike Hamilton, Inception Chiropractic Websites
A chiropractic website, like all other business websites, should be created with clients in mind. For this particular service, patients care about what they see from the moment they reach your homepage, much more than what services you offer. This article by Mike Hamilton for Inception provides a list of live chiropractic websites to give you tips on what you need to design a website that will benefit your practice.
Patrick MacNamara, Next Generation Chiropractic
Email newsletters are not only inexpensive, they are also very effective in building your credibility and increasing followers who view you as an expert in your industry. If you haven’t started collecting email addresses and writing chiropractic email newsletters, start by reading this article. It explains in five in-depth tips how to build a strong email marketing foundation to attract new and retain current clients.
10. Make Sure to Clean Up Your Citations
Craig Andrews, Founder and Principal, Allies4me Digital
Failing to clean up citations is the top mistake we see all local businesses make. This is true whether you’re a chiropractor or an ice cream shop. You are probably thinking of citations like Yellow Pages, Yelp, etc. But those are secondary data sources for your information. You want to correct your information in the primary data sources. They are Acxiom, Factual, Localeze, and InfoGroup. These are the data sources that feed the other citations. Your problem is compounded by previous residents in your office space. The internet is full of clutter from anyone who once listed your address or phone number as their place of business. This hurts your rankings in Google Search. Improve your search appearance by cleaning up the internet clutter. You can do this using a tool like Moz Local, but you’ll usually get the best results by hiring a SEO who specializes in Local SEO.
11. Develop a Referral Program
Rahna Barthelmess, President and Chief Branding Strategist, Beacon Marketing
Giving your clients an incentive to spread the word about your services is a great way to generate new business. Offering special programs such as “Refer a Friend,” where the person referring gets a free session or a certain amount off a future appointment, has proven to be highly effective. This can be marketed on social media through an email marketing campaign, on your website, and in your newsletter.
More employees value health-related perks nowadays, and businesses have responded by providing more opportunities for its employees to get involved in wellness activities. Sponsoring wellness seminars for local businesses builds your credibility within your community and generates leads instantly by providing a sample of your service to participants. Find out the benefits of sponsoring an event, including tips you can follow to ensure significant ROI.
A well-structured sitemap improves your SEO efforts. It helps Google, Yahoo! and Bing to easily index your pages and increase the chances for your pages to rank better in SERP. Visit this article to learn more about sitemaps and find out how to create one for your website.
One of the most effective ways of attracting visitors to your website is through guest posting. High quality backlinks generated from guest posting improves your SEO effort and generates qualified leads that have a high potential for conversion. Read this beginner’s guide to guest blogging and build your credibility one post at a time.
Do you know how your practice stacks up against the competition when potential clients are searching online? Use Yext to scan your profiles across multiple sites, such as Google, Bing, Facebook, and more. You’ll instantly be able to check for inaccurate information about your business and make improvements, ensuring that customers always see correct hours, phone numbers, websites, and photos. Click here for a free scan.
Check out our Fit Small Business guide on how to run a Facebook advertising campaign.
Advertising your practice on search engines is a great way to get in front of potential clients when they’re looking for a local chiropractor. Although most people stop at advertising on Google, you shouldn’t overlook other search engines like Bing. With over 30% of the search engine market share and 5 billion monthly searches, Bing can help you reach even more potential clients. Click here and get $100 advertising credit when you spend $25.
Improve your online presence with some help from the pros at Hibu. They are one of a select few officially-badged Facebook Marketing Partners in the US who also specialize in supporting small businesses. As a full-service digital solutions provider, they offer website design, search engine marketing and optimization, display advertising, digital listings management, and other services that will boost your online presence. Hibu also offers social campaign creation, management, and monitoring, and they’ll even run social advertising campaigns for you. Click here to get in touch with a representative today.
Cultivating relationships with your current clients leads to repeat visits, and those clients will in turn spread the word about your practice. Email marketing is a great way to offer deals and specials, share tips on improving your posture, give ideas on how to stretch achy muscles, and improve your network by sending out pictures and updates on a monthly basis. Using a platform such as Constant Contact makes this easy by giving you custom templates and other intuitive marketing features. Click here to sign up for free and start bringing in more repeat customers.
19. Host New Patient Dinners
Mike Hamilton, Owner, Inception Chiropractic Websites
Mike Hamilton of Inception Chiropractic Websites suggests setting up dinners for new patients where you not only show them a good time, but also generate leads. “Some of the largest chiropractic offices in the world are masters at doing chiropractic dinner talks. This program can be the answer to most of your new patient needs if done correctly.” He offers several videos on his website where you can learn the ins and outs of how to host a proper dinner for new patients.
The Perfect Patients blog offers the idea of giving community lectures to help establish your expertise and get your name in front of people. “Those who can overcome their fear of public speaking have a distinct advantage over practitioners held back by this learnable skill. Not only do speaking opportunities in your community make you the perceived expert, but by sharing your ideas with others, you become ‘familiar.’ This familiarity can motivate those who are interested in a natural health solution to take action.”
The more your patients know about chiropractic, the more they can advocate for you. The Gallup-Palmer report includes a survey with patient educational materials and detailed findings. By using this report on public perceptions of chiropractic, you could potentially increase referrals.
The Next Generation Chiropractor’s Dr. Patrick MacNamara’s blog offers this chiropractic marketing idea: “The use of mobile devices is growing exponentially, and any good chiropractic marketing strategy requires mobile access for those who need it. Mobile access can come in many shapes and colors, including making your website available to mobile readers, the creation of apps and diverse gadgets to be used by potential clients, a one-touch scheduler, and much more.”
The Web SEO and Design blog stresses that traditional marketing routes still make an impact. “While modern social media is essential, one must not discount the local methods of newspaper press releases, billboards, movie theater advertising, and ads. Quite often these avenues can be completely free. Take time to write up a biography or announcement that is educational and lighthearted and submit it to your local paper or periodicals. If you do take out advertisements, do not spend a lot of money. Stick with the most conservative, yet frequently viewed option. Most papers have economical ad space for you to occupy in each publication. To learn more about newspaper advertising, read our guide.
Over to You
A strategic and diverse marketing plan can make or break your chiropractic firm. What are some of your top chiropractic marketing ideas? Feel free to share them with us in the comments below!