3 Chiropractic Marketing Articles you Must Read

For Friday, I wanted to post the 3 best blog articles I’ve read this week. All three have implications for your marketing and will prove useful to your practice.

Advertising on iPhones – In the near future, will you be running a local chiropractic ad on your prospects iPhones? As always, we have to wait and see if new advertising avenues will pan out. Not to mention even if it works for big business, we’ve got to test the ROI for our own offices. But this definitely looks promising.

LinkedIn – Dr. Mac posts here that LinkedIn is the 29th most visited website in the world. The great thing about LinkedIn is that it’s a great place to connect to other local businesses. In this post, Dr. Mac shows you how to take your LinkedIn account to the limits. (He definitely inspired me to improve my account there!)

Less is More – Ok, this one is not specifically about chiropractic marketing, but I think you’ll find it very helpful. Especially if you’re looking to get more out of your workday, or more out of your staff’s workday!

How to Get 25-35 New Patients a Month from the Internet

Are you getting quality new patients from your internet marketing? You are marketing your practice on the internet, right?

Internet marketing is a lot more than just having a website that looks pretty. Too many chiropractors rely on a brochure type online marketing to bring them new patients.

But if you’ve had one of these “brochure” sites for long, you’ll agree it’s not that effective in bringing in new patients.

The problem is you’re missing out on tons of potential new patients. More and more people are using the internet to find chiropractors. And even more people are going online to find solutions to their problems, like answers for conditions they are suffering from.

As of today, 1.5 million people in the U.S. searched for the term “chiropractor” on Google in the last 30 days. That’s just on Google (not Yahoo or Bing), and doesn’t include other similar terms like “chiropractic” which had 3.5 million searches on Google in the last month. Here are a few more numbers on Google searches in the last month:

  • back pain: 4 million
  • headaches (not even including migraines): 1.8 million
  • Neck pain: 1 million
  • Neuropathy: 823,000
  • Sciatica: 623,000

So how do you get these searches to turn into new patients for your practice?

Join me for a free webinar  where a special guest and I will show you how. This webinar is for those who barely know how to use their email all the way up to those who are expert internet marketers.

Watch the replay here:


Here’s a sneak peak at what he’s using to bring in new patients to chiropractors every day:

Blogs: Blog are great because they are fully customizable, easy to set up, and search engines like Google loves them. Load them with videos, posts and links to your social networks to get even more new patients out of a blog. Too much work for you? Find out on the webinar how to have weekly blog posts done for you at pennies on the dollar.

Email Marketing: Are you using email marketing yet? Learn how to Create and send unlimited email marketing campaigns. Target market based on opt-in demographics, patient profiles and more. Very easy to use.

Direct Response Marketing: If you’ve read this blog for long, you know I focus a lot on direct response marketing. And you should too, especially on your websites. Find out to get a complete direct response system funneling all leads directly to your phone line and/or email inbox.

Web 2.0, Social Media Marketing: How to use sites like Facebook, Twitter and LinkedIn. Plus how to have them cross marketed with your website.

Niche Marketing: In today’s over-marketed world, you’ve got to focus on specific high-response niches. Learn how to use 15 individual websites for each niche; back pain, spinal decomp, wellness, cold laser, auto accident, neck pain, carpal, fibro, and many more. Plus, create as many additional niche systems and sites as you want.

Patient Retention: Discover how to use monthly, direct response chiropractic e-newsletters written and sent to your patient or prospect lists each month. This includes new patient stick campaigns, reactivation campaigns, an appointment reminder service and much more.

Videos: How to effectively use patient attraction videos created and personalized for you.Also these videos can be submitted to over 16 internet directories each month.

Join now and be there to listen to an expert internet marketer is doing it for his clients. I guarantee you’ll learn something new because this guy has been known to use over 41 different automated patient attraction systems.

Watch the replay here:


3 Concerns MDs Have About Referring to You

(Today’s post is by my colleague Dr. Jonathan Walker, creator of PI Marketing Elite.)

With the current healthcare climate, it is vital for chiropractors to have diversified streams of practice income. One easy way to diversify your practice is by increasing the number of personal injury (PI) patients you see.

But even with a successful PI practice you’ve got to have multiple referral streams. Putting all of your eggs in one basket, such as relying on one attorney or one advertisement, is a recipe for disaster.

Family doctors can be one of your top sources of good quality PI patients. The key is earning their trust which in turn turns them into a valued referral source.

The average family doctor will not even examine a recently injured PI patient, even if they are already established in the practice. If they are not willing to evaluate accident patients, you want to be the place they refer these patients too.

Even if they do perform an initial evaluation on these PI patients, you still want to be the number one choice for their long term rehabilitation and follow up care.

To co-manage patients with general practitioners, it’s important that you address any potential obstacles they might have with referring to chiropractors. Knowing these pitfalls allow you to deal with them beforehand.

Here are the 3 biggest concerns MDs have when referring to you:

Concern #1: The Cannibalize My Patient Concern

The first concern they often have is that you will tell the patient that they don’t need to go back to their family doctor. This is very easy to overcome, since very few chiropractors would tell their patients this in the first place! I simply let the family doctors know that “We find that patients do the best when their chiropractor and family doctor are working together and are on the same page.”

This does not mean that you cannot talk with your patients about natural health and wellness, or even alternatives to some of the prescription drugs they take. However you should make sure that any decisions regarding changes to these medications are made by the primary care provider. This is important to ensure that you are working within the scope of your license, as well as a professional courtesy to their family doctor.

I also send an initial report to the doctor indicating the initial diagnoses, treatment plan, and a remark letting them know that if the patient is not showing progress as expected they will be referred to additional specialists or for further diagnostic testing.

All of the physicians I’ve talked to have said they genuinely appreciate the updates, but they like these reports to be very brief. These reports let them know that you are comfortable working with other physicians, and lets them know you’ll refer when appropriate. It also puts your name in front of them. To really capitalize on these patient reports you can personally deliver them and introduce yourself to the doctor’s staff.

Concern #2: Lack of Chiropractic Knowledge

The second concern that keeps MDs from referring auto accident cases is simply a general lack of familiarity with what chiropractors do and how we can help trauma patients. I am constantly amazed with how little many family doctors know about musculoskeletal conditions, and even less about chiropractic.

Our profession has made a lot of strides in recent years when it comes to educating other healthcare professionals on the benefits of chiropractic care, but we have a long way to go. I have found that many MDs are very interested and willing to learn about chiropractic, acupuncture, massage therapy, and dietary supplements. An effective way to provide this information is with a research newsletter mailed or emailed out monthly. Summarizing the findings of a new research paper is a good way to expose them to the science that validates what we do. You can write these newsletters yourself or use one of the many services that provide them for you.

Concern #3: Chiropractors Use High-Pressure, Sales Techniques

Finally, I have found that there is often a perception that chiropractors will use high-pressure techniques to sign their patients onto long-term treatment plans.

The literature clearly demonstrates the need for lengthy periods of treatment and rehabilitation for whiplash cases. So I am not opposed to extensive treatment when it is necessary and validated with good documentation.

But the way you present this care can go a long way in how it is perceived, both by the patient and the referring physician. When I meet a new physician who is a potential referral source, I say something like this…

“When a patient comes in for an evaluation, if they are a good candidate for treatment, we start with a trial course of care. This is usually several weeks, and at the end we re-assess them to see what type of progress has been made. If they are showing improvement, we begin spacing out the time between visits and incorporate a stability rehab program that they can do at home.”

This is exactly what most chiropractors are already doing, but how it’s communicated can make a big difference!


5 Chiropractic Marketing Lies We Tell Ourselves

There are 5 lies every chiropractor has been tempted to tell himself at one point or another. Some of us have only fallen prey to 1 or 2 of these lies. Others of us have succumbed to all 5 and felt the devastating effects on our practices.

Where do these lies come from?

Many of them come from chiropractic consultants, especially numbers 1 through 4. The 5th lie is one we usually come up with on our own during desperate times.

Which of these chiropractic marketing lies have you believed? Do you agree with these or disagree, post your comments below.

1. I’ll just cut back on my marketing expenses for awhile, since I’ve got so many referrals coming in.

This one gets a lot of chiropractors. Usually the doctor is looking for ways to cut costs or maybe is just tired of having to “market my practice.” It’s not that marketing has been a failure, as much as it takes a bit of work to measure return on investment (ROI) and keep track of what’s working. Plus, there’s the added task of trying something new occasionally. Why not just take a few months off and let the referrals keep coming in?

Of course the problem is that many of these referrals come from the “marketed to” new patients. For example, a new patient comes in from a chiropractic newspaper ad and after starting care refers their husband in to you. The husband refers a coworker. The coworker refers their spouse in. By this time, you may have forgotten where this process started. Don’t cut the referral generator off at the source.

2. Marketing isn’t professional.

Thankfully this lie isn’t believed near as much these days. During the Mercedes 80s, chiropractors could get new patients simply by putting a sign on the door and getting on the best insurance plans. Who needed marketing?

Chiropractic schools sometimes give off the aura that marketing is not professional. How many marketing classes did you get in school?

Times have changed. Insurance doesn’t pay what it used to, nor are you going to get flooded with new patients by joining the local networks. And everyone has to agree that chiropractic school does not prepare you 100% for the business of chiropractic. What profession doesn’t market themselves? Hospitals have billboards, newspaper ads, and more. Dentist advertise in the phone book, newspaper, TV, radio, etc. Attorneys, medical doctors, surgeons, orthodontists — if they are successful and growing, they advertise.

3. I want MD referrals, and MDs won’t refer to me if I advertise because it’s unprofessional.

I first heard this one from a prominent consulting group. They wanted me to pay them $40k to show me how to get more referrals from MDs. And of course I’d need to tone down my other marketing, since it wasn’t professional like MD marketing. Plus this consultant would show me how to get so many MD referrals that I would never need to spend money on marketing. A pipe dream for sure.

Back on planet earth, every business has to market their services. Certainly there are sleazy, hyped up ads, but not all marketing is like this. Marketing and advertising does not have to be unprofessional. Many MD’s and D.O.’s will refer to you because of your marketing. I ran newspaper ads for years, and never met the big medical practice down the street, yet I got referrals from them for years. Why? Only thing I can figure is they read my ads in the paper on the different conditions we help.

4. If a marketing strategy or tool is good, it will bring me 100’s of new patients per month.

We’ve all heard of the proverbial marketing “magic pill.” Problem is that it’s a fairy tale. Everyone knows this. But desperate times call for desperate measures, and doctors expect the next thing they buy will produce 100’s of new patients. What if you only get 10 new patients for $1000 spent?

Two different perspectives can occur here.

#1. One doctor says wow, one marketing tactic got me 10 new patients, that’s awesome!

#2. Another doctor says “man, I needed 20 new ones this month to remain profitable. This only brought in 10. Guess that strategy didn’t work well at all. Time to trash it and try another one.”

Some of you may be thinking #2 is a made-up doctor, no one with this thinking really exists. But trust me, I see it every week. See the blog post “Chiropractic Math and the Struggling Practice” for an in-depth example.

Now we mustn’t over do this and say all marketing is equal because there isn’t a magic pill. There is certainly a dividing line between effective marketing strategies and crappy, waste-of-money marketing strategies. There are tools which will bring you 20 new patients a month, but even then you should not focus 100% of your money and time on that one strategy. One month you may only get 5 new patients instead of the normal 20, so make sure you have multiple streams of quality new patients coming in.

5. If money gets tight this month, I’ll cut the most expensive advertising out.

What’s wrong with this one?  After all, when things get tight you’ve got to cut something out, right?

That’s true. But it doesn’t follow that you base what your going to cut out simply on how much things cost. If it did, then you should cut out your rent first. And your payroll. Plus your salary.

You should determine what you’re going to cut out based on what’s effective. If an ad has been working in the newspaper, why would you stop running it because it’s the most expensive marketing cost you have? Better to cut out all the little things that don’t work, like maybe yellow page ads or poorly done static websites.

The cost of advertising tells you nothing about how many patients it brings in. For that you need to figure ROI and compare your returns across multiple marketing strategies.

Make sure not to cut the advertising that is actually keeping you alive. Cutting off the hand that feeds you will only result in a downward spiral that makes it very difficult to come out of.