Which months are the best to advertise in? Is December or January really a waste of money?
Everyone has an opinion about when to market and when to be a scrooge with your marketing dollars. But there are certain months I have discovered are great to advertise in.
Let’s look at a few conditions…
For auto accident ads, you want to advertise during the times of the year when the weather has an effect. It’s been shown that during icy periods, rain, or fog, more people will get into accidents. This doesn’t mean you can’t run a PI ad during good weather, but after bad weather is best.
If you live in warmer climates, then you would want to run ads that affect people who are more active like golf, etc. Contrary to popular belief, patients do see chiropractors in the summer and you should be marketing then.
It’s much smarter to run ads and keep your marketing up during the summer, than it is to listen to consultants telling you to take the summer off from advertising.
Does the consultant to take off all summer from his marketing to chiropractors?
There is a period of time where you should curtail your marketing, but it’s a short period of time at the end of the year. That’s means the last two weeks of December you should not have a new ad coming out.
Not because people are spending more money at this time, the money is low, and all that fluff.
It’s simply because people are less likely to be considering their health during this time, based on their travel schedule and the things that they have going on. Readership in most newspapers drop during this time too.
No matter what any consultant or colleague says, that’s the only two weeks you should not consider having a live ad in the paper. (That right, all other Holiday weeks are great.)
I would definitely recommend having an ad the first week of December though!
January is typically a decent month only because a lot of people will be considering their health and their new year?s resolutions then. I don?t find January to be the best month, in my experience, but it certainly is a good month for marketing.
Funny story on January.
One consultant I had said that I should market hard in January, because that’s when everyone is “thinking about their health”. Another consultant I had later said “no, absolutely don’t spend any money on advertising in January, because that’s when everyone’s deductibles start over!”
Who cares! What month do you not want new patients to come in?
Really, every month is a good month for marketing, even December.
Don’t get the idea because I said don’t advertise in the last two weeks of December you should take the whole month off.
A lot of chiropractors make the mistake of saying…
“I’m going to take December off from marketing. And nope, can’t market in June and July because kids are out of school. November? Well shucks, there’s Thanksgiving, so I better not spend money there. April has Easter weekend, May memorial day weekend, and September has labor day weekend so I can’t market in those months either…..”
You get the picture. Don’t be like this fool who always has an excuse why they aren’t marketing their practice. That mentality is going to hurt your practice.
I’ve known doctors who’ve done these stupid things and have struggled just to keep the doors open. All because they put their marketing on halt for awhile. They thought their referrals would keep them going through these “non-advertising months”.
But where do most referrals come from? They mostly come from new patients or newer patient who’ve started care in the last month.
With all that said, there are some months that have proven to work better for me and my coaching clients.
The best months I’ve found to market were in the middle of the spring and fall (March and April, October and November). I can’t say for certain why that is. I have certain theories, but it doesn’t really matter. The fact is that’s when I’ve found my ads have the best response.
This does not mean that you should only run your chiropractic ads during these months!
It only means you should have more ads running than the normal during these times. November has always been a very good month for me, even with the Thanksgiving holiday in the U.S.
But this is not a hard and fast rule. I only mention it to you so you can test it. One year July was my biggest ever months when it comes to collections and new patients.