Archive | October, 2009

Does Social Online Networking and Marketing Work?

October 28, 2009


Social netwroking and internet concept crosswordI often get asked if online social marketing and networking really work to bring in new patients. My answer is usually “it depends on what you mean by social marketing and networking.”

Before I explain, let’s first define what these words mean.

Social marketing: marketing and advertising that reaches potential consumers via social networking website, such as MySpace, Facebook and Twitter.

Social networking: a social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.

As you can see, these two terms are closely related. And often times they are used interchangeably within internet marketing circles.

Let’s look at the major components of a good social networking plan that can bring in new patients…

Press Releases
Press releases can be submitted online (for free) to many of the press release sites. This will get picked up and listed on the major search engines news, like Google News and Yahoo News.

Most people have high speed internet and love to watch videos on Youtube. By submitting short 2-5 minute videos educating prospective patients on your services, you’re going to increase your web traffic and potential new patients.

A blog is what you are reading now. It’s basically a website that makes it easy for regular updates to be posted. Search engines love blogs, and will rank them higher than static pages on the same topic because blogs are new content. And Google especially likes fresh content.

Submitting articles to free article directories are a great way to generate traffic to your site. Other blogs and websites will pick up your article and spread it around on their sites, increasing the number of links you get back from it, creating a “viral” effect.

Social Bookmarking
This is where you save and categorize a personal collection of bookmarks and share them with others. By bookmarking your own blog posts and adding friends, others will see what you like and click the links back to your site. Example sites are Stumbleupon, Digg, Delicious, Reddit, etc.

SEO stands for search engine optimization. This is when your website or blog has been optimized for certain keywords, thereby increasing your ranking on Google and other search engines. (Having a blog alone will automatically increase your SEO.)

Social Media
Myspace, Twitter, and Facebook are the major sites here. The average person on these websites are females around age 35-40 — the perfect chiropractic patient! You can also interact with people who are talking about their health problems.

So, back to my original question, do these sites actually work to bring in new patients?

Yes, when used together, they definitely work. But, you have to do them often enough and with a purpose. Here’s what I mean…

If you think you can just post a couple of things about you had for dinner last night, like everyone else does on Facebook or Twitter, and expect to get new patients, it’s never going to work.

You must use specific marketing phrases and techniques on these sites to bring more traffic to your website. The more people who come to your site, the more new patients that will call and schedule.

Two chiropractors, Dr. Len Schwartz and Dr. Matt Loop, just released a social networking and marketing video at their Automated Social Networking 3.0 site that shows you the exact layout of what you need to do

Their free video is simple, easy to understand, and provides you with a proven and tested Social Media Marketing formula for achieving online or offline success!

Check it out here:

I found that they explained the complex issues of social marketing very well, especially on the second page. There you’ll see a 30 minute video where they draw everything out on a whiteboard.

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The Most Important Chiropractic Referral Strategy

October 26, 2009

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Do your patients have an easy way to refer others to you month after month? Do they know about all the services and products you offer? Are they educated each month about the health problems you can help with?

Don’t assume they know…because they don’t unless you’ve made it a regular practice to teach them each and every way you can help them, their friends, and their family.

On Tuesday, October 27 at 1:00PM CST, I’m holding a power packed 50 minute LIVE Teleseminar entitled “How to Generate More Referrals, Boost New Patients, and Increase Retention with Chiropractic Newsletters”. On this call I’ll share unique and proven strategies for getting more referrals and increase retention from your patient newsletter. Watch new referrals flood in month after month with these simple newsletter secrets.

Register here:

Here’s just a few of the valuable, proven nuggets of wisdom you’ll hear on this breakthrough call are…

-Finally discover how to really get more new patients with a professional print newsletter. (Some doctors have been told to only use black and white with no graphics. Find out the truth!)

-Why email newsletters only go so far and how to use email and print newsletters together. (This is where quite a few chiropractors are ‘missing the boat’.)

-3 unique strategies to make sure you’re getting referrals from your monthly mailings to patients.

-The single most important strategy to get your newsletters read. Most chiropractors are wasting their money sending out material that ends up in the trash.

-The most common mistake chiropractors make with patient mailings. Correct this and you’ll see patient retention improve drastically.

In addition, we’ll be asking direct questions to one of the top chiropractic newsletter companies in the U.S. That’s right, you’ll get a chance to ask your question during a 20 minute Q&A session, but you must be one of the first 96 to get on the call.

This event will likely FILL UP fast because the teleconference line only allows for 96 callers. A replay will be available for a short time, but only to those that register. Register immediately by registering here…

It’s much less expensive to market to your current patients then it is to go out and acquire new patients. Not only should you be marketing for new patients, but compounding on top of that with referral based marketing.

Newsletters easily make this happen. Make sure you’re on the call to learn how…

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Are You Hesitant About Chiropractic Internet Marketing?

October 20, 2009

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Personally I love Google Adwords, but many doctors have shared concerns about paying for every click to their website.

But we agreed you need more than just a website.

This is why my online marketing team and I have put together a system you can get started with now, without using Adwords.

Here’s what you’ll get…

  • Content written by Chiropractic Marketing Experts to Attract Patients
  • A Full Service Site and Social Updates Save You Time content Creation Service Boost Search Enging Rankings
  • Mobile “Tap to Call” Technology Improves Call Conversion
  • Google Local Listing Enhances Visibility to Patients

There are packages available for any phase of your practice;

  • Starter: A Full service Website Option if you are just starting out
  • Deluxe: A Done-for-You Social Option if you want to take the next step with cocial media and content creation.
  • Advanced: An All-Inclusive Option that includes all other options and adds done-for -you vidio production for maimun reach.

Grab your area here…

Remember, this requires no time on your part and is a completely done for you system. There are no long term contracts required. If you aren’t getting what you want, you can cancel at any time.

You’ll get everything completely set up for you, by an actual chiropractor who’s Google Certified (which means I’ve spent quite a bit of money with Google Adwords and passed their exam).

The Internet is only going to get bigger. More and more chiropractors will be using this type of marketing, making it harder and more costly to get started – more competition with keywords, higher bidding on Adwords, more difficulty getting local Google rankings, etc.

And the longer you wait to get started, the longer it will be before you see results. The flip side is also true: The quicker you get started, the quicker you’ll see results.

Get started with your automated marketing system now by simply clicking the button below.

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Wait-And-See Chiropractic Marketing

October 14, 2009


chartWhen I first started out in practice, I had no experience in running a business. In chiropractic school I assumed I would learn how to run a business. But that didn’t happen.

So I hired a consultant, who I felt certain would be able to use his years of experience to direct me on the right path.

Then my grand opening came. We ran a full page, long-copy newspaper ad. We did a huge telemarketing campaign to the area. And it worked, bringing in over 50 new patients the first month and $22,000 in cash collected!

Who can complain about that?

Actually it really messed me up.  So bad it would take 2 years to recover. Let me explain…

You see, I thought since this was my first month, every month after this would only get better. After all, if this wasn’t the case, surely I would have heard about it in school, or my $1000 per month consultant would tell me. Time to go get a $700 a month car payment. Time to start looking at new houses. (Do you see where this story is headed?)

Since my first month was so good, I’ll just lay off marketing the next month. Guess what happened?

Yep, only collected $10,000 and had a handful of new patients. But I thought “No problem, it’s December, everyone knows chiropractors are ‘cursed’ in December. Next month will be better. I won’t do any more more marketing and I’ll just wait and see what happens.”

I waited. And I waited. Five months later, we were stilling only seeing about 10 new patients per month and collecting between $10-15k.

So I did some proven marketing again. I bet you can guess what happened next.

We had an awesome month! So I thought, “I’m so busy seeing new patients and getting them well, I don’t really need to market much next month. After all, school is letting out and everyone knows new patients avoid a chiropractor during the summer.”

The next month dropped again. “We’ll of course, it’s summer time”, I thought. “I’ll just wait and see what happens next month.”

I’ll spare you the long sad story, and tell you this pattern continued for the next 2 years. It was a vicious  downward spiral. One good month, then ‘wait and see’ whats going to happen, then 3 bad months. Rinse and repeat.

Every quarter, I had less and less money to spend on marketing, since I was relying on 1 month to cover 3 months of expenses.

Why didn’t I learn my lesson, you ask?

There are many reasons, but the biggest one was that having one good month always made me think everything was okay. All I had to do was keep holding on and things would get better.

And while it’s true you must “hold on” during rough times in life, holding on doesn’t mean you just sit around doing nothing. You “hold on” to your faith, your family, and your sanity. But you don’t hold on to the business stuff that’s not working, namely a messed up marketing plan. I was simply holding on, praying for Someone else to do the work of bringing in the new patients.

I did eventually learn my lesson and turn things around.

Wait-and-see chiropractic marketing does not work. And the sad part is, if you do this too often, you’ll get into a spiral that’s very difficult to get out of.

Don’t wait and see what’s going to happen next month. Don’t count on spinal screenings to build your practice.  Don’t sit around thinking patients are just going to walk in the door.

Instead, use proven marketing systems. Run a chiropractic newspaper ad next month. Implement a new referral strategy with your patients. Set up an automatic online marketing system.

You don’t have to do it all in one month. But for your practice’s sake, do something!

Sometimes it’s prudent to wait and see. But when it comes to solid proven marketing, you’re always better off doing it now instead of later.

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Your Website is Not Enough

October 9, 2009


chiropracticwebsiteIn 2009, a chiropractor can not rely on simply having a website to bring him new patients from the internet. It’s simply not enough anymore (and likely hasn’t been for a few years.)

Now if it was still 1999, and you were the first to get a website up in your town, then you could expect to get new patients from it over the next few years.

But by 2004-2005, just about everyone had a website in your area. This brought up a new problem, since there was now quite a bit more competition online.

So what happened?

Overpriced SEO services happened. Web designers came to you and offered to “search engine optimize” your site for around 2,000 dollars or more! For this amount, they would go in and “tweak  your code”, essentially stuffing keywords and meta tags on your site, somewhat optimizing it so you would come up high on Google and Yahoo’s free listings. (Turns out it’s not so “Free” if you have to pay someone $2,000 to do it!)

This worked for a short while, until search engines like Google figured this out and developed a program to detect all the fake “stuffing” that was going on. (Believe it or not, there are still SEO companies out there today spending 10 minutes doing this and charging chiros a ton of money.)

So now it’s 2009. What’s changed? Well, quite a lot has changed on the internet. Many industries have implemented new technologies and moved on into the whole Web 2.0 phase. Even many small businesses have realized they can get new customers online at a less expensive cost, thereby cutting ineffective offline marketing.

But where are most chiropractors?

Still stuck in 1999, simply thinking a website alone will work? Or in 2004, thinking if they have a website all they need is some quick optimization to help it out a little?

If you’ve been thinking these things too, it’s really not your fault. No one has really stood up and said…

“No, it doesn’t work like that anymore!”

Instead, website companies just update their graphics and make their site look prettier, knowing they can sell you on looks instead of effectiveness.

But no matter how good you dress it up, a website is not enough (unless you practice in a very small town and you’re the only chiropractor there.)

Let’s look at the offline world. You have a sign on your door or on the front of your building, correct? This sign is important, because it tells people where your office is and if they are driving by they know how to find you. But does this sign magically go out and tell people to come into your office? Does it go 5 miles down the road and find qualified new patients?

Of course not! You have to do other types of marketing first to get people over to your office and come in as a new patient.

Your sign is part of your offline marketing system, but it does not make up 100% of it (unless you are in a really small town). Well the same goes for your website. Your website is not going to go out there and grab qualified prospects for you. Sure, a few people may pass by your site and come in as a new patient, like a walk in would when driving by your office. But do you just want to live off of walk-in traffic?

Look, here’s how internet marketing works. You must have 3 steps running all the time.

#1. Source of qualified traffic. (Pay per click, articles, organic listings, blog, incoming links, press releases, Facebook, Twitter, etc. Some of these work better than others.)

#2. Conversion of that traffic to scheduled new patients. (This is where your website comes in. But just ‘any ole website’ won’t do. You have to have good copy and layout to make it work.)

#3. Automatic follow-up with the traffic that doesn’t call and schedule. (Here you use email autoresponders to do the work for you.)

If all you have is a website, you only have  #2 covered above. And judging by most chiropractic websites out there, they struggle with even doing #2 right.

I know, we are chiropractors. We’re not trained to know all the ins and outs of internet marketing. Nor do we have time to keep up with all this “new fangled” stuff. That is why sometimes I hear the following statement…

“Dr. Beck, I don’t understand all that internet marketing stuff out there.
But I get that you need a website. Can’t I just get by with that for now?”

My answer: sure, you can “get by”, but don’t be upset when you don’t get many new patients from your website.

And not understanding how internet marketing works is no excuse not to learn it or pay someone else to do it for you. Most patients don’t understand chiropractic when they first come in to see you. But it doesn’t take them long to appreciate the benefits of your care.

The same goes for all the components of internet marketing. You don’t have to understand it all the mechanics of it to reap the benefits of having tons of new patients come in to your office from it.

We know people are searching everyday in your area for a chiropractor, or solutions to problems that you can help (they are because we can see that with Google’s keyword tool), then why aren’t they finding your website and causing the phone to ring off the hook?

Do patients find your website when someone types in “fibromyalgia treatment” on Google? What about “neuropathy”? Sciatica?

You can make that happen with the Chiropractic Marketing Web system.  Don’t delay, check out this complete online marketing system today.

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