Do you ever just want to stop? Just take a break from marketing. It’s expensive, time consuming and at times, just really frustrating.
So what if you just stopped? Took a break from all types of marketing, what would that look like?
Well let’s see, first we need to address why you do any type of marketing at all. I would say the most important reason is to bring in new patients. Without new patients, the growth of your practice is stunted.
Basically that would be like damning up a river. No water means no nourishment for the life in and around the river. Fish, plants and other animals that depend on that water source for survival, would die once the river dried up.
So you could say that chiropractic marketing is like a life source to your practice. If deprived of this source, would your practice survive?
Another reason you would actively market your practice is to share a need. This is why condition specific chiropractic ads work better that the ads that focus on the doctor or the practice. People don’t really need to know that there is another chiropractor in town, but they do need to know where to go to get help for their migraine headaches or numbness and tingling in their arms and hands.
There is a need for people to have knowledge about the conditions they live with so they can make informed choices for their healthcare. Giving people information about alternative treatments, a wellness program, non surgical and drug free options is a very legitimate reason to actively market your chiropractic business.
What about staying in front of your competitors? Well, I guess there are no competitors if your’re not in the marketing race. All of the other chiropractors in your area will likely continue their own form of marketing and gladly accept that there is one less chiropractor to worry about.
After looking at why you do any kind of chiropractic marketing, it’s pretty obvious why you shouldn’t take a break from marketing.
But there are more reasons, like loss of momentum. A moving object can increase momentum faster than one that is standing still. This is the same for your practice. Staying on course in your marketing plan, regardless of the dips in ROI, keeps the marketing momentum at a steady pace.
Every business goes through these slow seasons. Your practice is not exempt from this either.
So instead of taking a break, maybe switch gears. If one form of marketing isn’t pulling results like it has in the past, maybe try another form of marketing for a time.
Other form of marketing for chiropractic would include online marketing. Some of you are doing this with Goggle adWords already, but there have many docs getting great results from Facebook ads.
But one form of marketing that should never take a break or slow down is referrals. Networking with your patients for referrals of family members and friends is the best practice building marketing around.
Encourage your patients to share their chiropractic experience through testimonials, friends and family incentives, and quarterly wellness presentations.
There are so many forms of marketing to use. Not all forms need to be done continually. If running chiropractic ads in the newspaper is not bringing it the best ROI at this time, don’t stop everything. Look into direct mail marketing, email marketing and online marketing. You can even use the chiropractic ads you’ve used for print advertising.
We’ve all been there. Marketing is not always fun, not always profitable, it’s not even what you are trained to do. But to stop marketing completely?
“Without promotion, something TERRIBLE happens…NOTHING!” ~ PT Barnum