Back to School Marketing Opportunities for Chiropractors

It’s that time of year again…Back to School marketing is in full swing.  So what are you waiting for?

This time of year offers chiropractors several opportunities to get out into the community and spread the word about the benefits of chiropractic.  Here are just a few that came to mind this morning while enjoying my cup of coffee.

Right now is the perfect time to educate your patients and the community about the risks of backpack injuries.

Rolling backpacks offer a healthier solution for students who must carry large text books to and from class, however there are those who still use the backpacks.   I realize that many schools have moved toward the digital age and many schools have gone the route of supplying tablets to their students, but college students still tote books on their backs across campus.  Textbooks have not been replaced completely, therefore tossing several large books in a back pack and slinging it over the shoulders puts a lot of strain on the spine.  Add bad posture and incorrect positioning of the backpack that can weigh as much as 15 to 20 lbs….can you spell s.u.b.l.u.x.a.t.i.o.n?

What are some signs of injury from carrying a backpack incorrectly?  Would you recognize the signs of backpack injuries? 

These are great questions to post on your chiropractic website, Facebook page or tweets, if you’re into social media. If not, get a whiteboard set up in your office at the front desk and write those questions.  Have some referral cards ready to hand out to your patients when they stop to ask for the answers.  You would be amazed how many people don’t know that students can suffer from numbness and tingling in their arms and legs due to lugging a backpack around.

It is also helpful to have posters in and around your office, showing a comparison between the incorrect and the correct way to wear a back pack.  Also, have a full backpack in your office so that parents can know what their kids are carrying on their backs, then have the student try on the sample and show both the parent and the child the proper way to wear the backpack.  And while I don’t love the idea of clinics and group lectures, this would be one I could get behind.

Bad posture while sitting – If it were possible it would be best to have standing stations instead of desks.  I know, it’s not realistic and it is a fact that people have bad posture while standing too.  Sitting correctly at a desk is not a skill that is taught in the classroom, however I do know that younger students are told to face forward, feet in front, eyes on the teacher.  This is helpful, until they are in older grades and slouching is the cool thing to do.

To help get parents on the path to wellness for their kids, keep them updated on the services your practice can offer their child.  For instance, many parents may not realize that their chiropractor can perform a sports physical too.   In fact I’ve heard that many schools have a chiropractor on campus during team physical day, where all of the athletes who are on the team will get their physicals done in the field house.  And then I’ve been told that schools now have a team chiropractor at the games.  Great idea, not only for the chiropractic profession, but for those players who might need immediate attention for an injury.

Full Contact Sports – (Football, Soccer, Basketball, Wrestling, Martial Arts) – For obvious reasons, the students that participate in these sports, should be in for regular adjustments, unfortunately that is not always the case.  I really don’t need to go into details as to why these athletes need regular chiropractic visits, but I can tell you that this a great opportunity for chiropractic marketing even if it’s just in your office, which I hope it’s not.  Placing a condition specific chiropractic ad in your town newspaper is not only opportunistic, it’s just smart marketing.

What about all the other sports students are involved in?

High Impact Sports – (Tennis, Baseball, Track, Cross Country, Volleyball, Band, Cheer, Drill Team, Gymnastics, Dance, Ballet, Aerobics, Weightlifting) – While physical exercise is important for all people, our culture seems to take sports to a higher level.   And while the sports listed above are not listed as contact sports, this does not lessen the level of competition, nor does it lessen the wear and tear on a young person’s joints and spine.    At the risk of sounding like a broken record, these students should also be in for regular chiropractic adjustments.

If you already own the Ultimate Chiropractic Ads, use some of those condition specific ads like the numbness and tingling, or headache and modify it for students and young athletes.  Get your chiropractic ad in the newspaper while all the back to school ads are pulling readers.    Also, talk to your current patients about their kids and explain the importance of chiropractic adjustments for their children.

If you support a charity, this could is a great time to collect school supplies for that charity too.





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How to Improve Your Email Marketing

email 300x228 How to Improve Your Email Marketing Email marketing might not send hoards of new patients into your practice, but it should definitely be part of your chiropractic marketing.

For one thing, emails are much easier to share with others by forwarding or sharing on social media.

Here is an interesting statistic for you to consider; mobile devices drive 66% of email opens .  Wow, who do you know that owns a mobile device?  or a better question would be;  who doesn’t own a mobile device?

I’ll bet most of you are reading this post on a mobile phone or tablet.

That one statistic alone should be enough to move email marketing into to a higher position on your marketing planner.

Here’s what I think drives chiropractors away from using email to attract more patients;

  • Don’t think they have the time
  • Don’t have the right platforms set up to capture email addresses
  • Lack of marketing materials
  • Assumes email marketing doesn’t work
  • Don’t want to annoy people

Mobile devices will not be leaving us anytime soon and with more and more people using their mobile devices for work, play and interact with others, maybe it’s worth your time to take a second look at setting up some type of marketing with email.

Planning is important.  Set aside some time to map it out.

Frequency is important to consider.  Should you do once a week, bi weekly or once a month?  If you think of emailing like watering plants, too much water, root rot.  Not enough water, plants will wilt, wither and die.  Moderation and fresh content are important factors. For example; if the extent of your email campaign is a newsletter, then once a month is a perfect fit.  You can always add a few more emails throughout the month with an occasional health or exercise tip and of course to keep current patients up to date on holiday closings and promotions.

Subject matter needs to be thought out.  Newsletters packed with chiropractic health and wellness tips, nutrition, fitness and healthy life style choices are perfect for email marketing. If you are using chiropractic ads in your marketing, these can also be used in emails.  It’s also great if you have a way for your contacts to share your monthly newsletters with their contacts or share on their social media choice.

Special offers or referral opportunities are great for email marketing

Great eye catching photos should be part of your plan. Attractive and eye catching stock photos that reflect the perks of chiropractic are inexpensive and great for setting up the opportunity to have your readers share the photos on Pinterest, Twitter, Google+ or Facebook. Once you purchase your photos you should watermark the photos with your practice name or better yet your chiropractic website address.

Providing an option to unsubscribe is a must.  You will have people who won’t want to receive your emails anymore, too many emails stress people out, unfortunately they may choose to let you go when they feel overwhelmed by a full inbox. Try to find a email company that offers subscription options, such as a once a month newsletter, but maybe stop all other notifications from your office.

Avoid Making These Common Email Marketing Mistakes

Maybe you have already set up your practice marketing to include emails.  Here are some issues that should be avoided;

Emailing more than more than once a week. I’ve been on the receiving end of companies that send daily emails, sometimes multiple emails in one day, it’s a drag. If you have appointment reminders, birthday wishes, thank you notes and reactivation notices set up to go out as emails, you risk making people cranky.

Leaving your recipient list open for others to see. Huge no-no.  The last thing you want to do is violate a persons email privacy.  All recipient lists should be invisible to other readers. This will be avoided when you use an autoresponder company like Plus it is so much easier for your staff to create an email campaign then hit the send button and your message is safely sent out, and you have analytics to track how many emails are seen, read and if there are links in the email, you can track how many clicks went through.

Overuse of all mobile devices. Use one form of communication, email, sms or phone for appointment reminders, birthday’s and reactivation notices. I knew someone who’s dentist office over stepped the limits of communicating with his patients. There were four people in the family seeing the one dentist, therefore  multiple emails, text messages and phone calls for each family member were sent out, several times. Needless to say they no longer see that dentist, for this and other reasons, but the dentist didn’t remove their names from their lists, so from time to time they still get messages. That is known as communication overkill and it’s deadly for your contact list.

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If you have used chiropractic ads, you probably already know that not all attempts to pull in new patients with ads alone will yield great results. To further confuse the issue some docs can’t keep up with all the new patients their newsprint ads bring in, while others struggle with receiving a phone call in […]

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5 Reasons Why Social Media Should NOT be Part of Your Chiropractic Marketing Plan

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Knee Pain Treatment Webinar Replay

We had a great turnout last week for the knee pain webinar. If you want to get more high quality knee pain patients in your office and help them get better, watch this video. The special bonus of a free seminar expires Friday May 7. Click here to get the special offer on the Knee […]

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Video Marketing Attracts More Traffic for Chiropractic Businesses

Have you ever watched a video on YouTube? I would imagine you answered yes. Would you believe people actually go to YouTube and search for other people? Did you know that if you have videos on YouTube or another video sharing sites, when people go to the web to search for a condition they have […]

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