How to Learn Marketing from the Pros

hard-hat-zone-event-header-image-9773There’s a chiropractic marketing event occurring on April 19-21 in Charlotte, NC, that you don’t want to miss.

It’s called the Hard Hat Zone – Build A Better Practice Event and there are some very good speakers coming to this event, like the expert ad placement specialist Carol Smith.

You might remember Carol heads up our Ultimate Ads Service and is the one who got one doctor 245 new patients in just three months using my ads. She’s known for her ruthless negotiations with newspaper ad reps (saving doctors thousands of dollars) and in bringing huge returns on ads.

At this event you will learn about:

  • Newspaper/magazine ads: Carol Smith will be showing how top strategies for selecting the best newspapers and magazines to place ads for the best ROI.
  • Spinal decompression marketing: Dr. Joe will be teaching 2 sessions on this and he currently has 5 spinal decompression machines and they are all busy.
  • Personal injury marketing: Dr. Jonathan Walker will be teaching his top secret strategies that he is currently using in his practice to attract personal injury new patients from attorneys, medical doctors, car body shops, etc.
  • Direct response marketing: Dr. Dan Hanford will be teaching the various sessions on how to better control your advertising budgets by implementing strategies that allow you to attract the right type of patients and keep them for life.
  • Gamification: You probably have no clue what this is but…Dr. Vogelmann will be teaching us how to gamify our practices to make coming to your practice more fun! I don’t want to spoil Dr. Vogelmann’s fun with this session but it will definitely be a game-changer for you if you start implementing these strategies for your
  • Radio commercials/radio shows: Dr. Lee Popwell and Dr. Dan Handford will be teaching this session on showing you how to create a celebrity status around your practice by getting on the radio.
  • Online reputation management: Fireman Mike LeMoine will be bringing his extensive background in local online marketing and sharing it with you.
  • Finally…on Saturday night we will be having a bonus session after dinner where Dr. Handford will walk you through the steps to developing your very own marketing plan.

So now that you know a little bit more about what’s going on in Charlotte on April 19-21…you don’t want to miss this event!

Here is what is included with this SPECIAL VIP Pass:

1) Early Bird On-Site Registration (NO LINES / NO WAITING FOR BADGE)
2) Preferred Seating
3) Early Access to the Conference Room and Vendors
4) Special VIP-Only Networking Dinner Friday Night (April 19)
5) Post-Event Access to Digital Recordings of Each Session
6) VIP-Only Access to Speakers Lounge to Network With Speakers
7) A Special VIP-Only Special Surprise Revealed At The Event!

Yours for greater success,
Michael Beck, D.C.

Numbness, Tingling, Neuropathy – The How & Why These 3 Key Words Boost ROI Numbers

Business ChartsIt’s not the invention of the wheel or the discovery of fire, but for some odd reason three key words used in chiropractic marketing last year, created a significant rise in ROI stats in hundreds of chiropractic practices around the globe in 2012.

This also led to huge profits for those chiropractors running these advertising campaigns.

I often get asked; “what is the best ad to use?

This was actually the most asked question last year and I think it will continue to be into this year.

Will these key words stay on top of the chiropractic marketing mountain top in 2013?

Who can say, there are already a couple of other key words that seem to be giving Neuropathy a run for the money.  In fact I addressed those trends in a recent article that can be found here.

But today, I want to look at how and why these three key words work so well.

The most obvious reason would be because the target audience for Neuropathy is huge and growing by leaps and bounds.

While there are many factors that contribute to neuropathy, the most commonly health issue associated with this condition is diabetes, however if a person is experiencing symptoms like numbness and tingling, that doesn’t mean they are diabetic.

Vitamin deficiency, autoimmune diseases, exposure to toxins, tumors and severe injury or trauma can cause nerve damage, as can activities done repeatedly over long periods of time.  Those who work at a computer all day might experience numbness in their arms, hands.

Also sitting for long periods of time while traveling or working can cause numbness in the low back, legs and feet.   Continuous pressure on nerves can lead to numbness.  People who use crutches after an injury or surgery will often experience numbness in arms and hands.

So you see there are many other things that can lead to numbness, tingling or nerve pain.  That is why these particular key words have worked so well in chiropractic marketing.

How you use these keywords is what will boost ROI and raise new patient visits.

The use of keywords in online marketing, print ads and direct mail marketing is critical.  For online marketing the use of keywords will help people find your practice website which I hope has a landing page for Neuropathy and the symptoms associated.

Print advertising needs keywords to draw attention to the ad.  Condition specific ads usually rank higher in ROI because the reader feels and immediate connection, especially if they have the same problems or know someone who does.

In direct mail marketing, keywords are used to find a specific type of patient to send information about your practice to.

Now that you know, go ahead and try these keywords in your next marketing campaign and don’t forget to track your ROI so you can see the difference.

3 Proven Strategies For Getting More Neuropathy Patients

Neuropathy is a growing problem in the world today. More and more people are developing the symptoms of numbness, tingling, and nerve pain in their extremities.

Are you prepared to help the patients in this specific health niche?

Before jumping in head first, I suggest you give some thought to how you will be getting the patients in and treating them.

I recommend the following 3 steps:

#1. Have a treatment system in place.

If you’re going to be bringing in new patients who suffer with neuropathy, then you should give some thought as to how they should be treated.

There are varying levels of treatment out there that chiropractors use for neuropathy. Some just adjust and do therapy. Others have very advanced treatment systems. It’s a mistake to think you cannot see neuropathy patients at all unless you have a very detailed plan. But a detailed plan can help tremendously in getting better results with your patients. The treatment plan I recommend is called NeuropathyDr, developed by Dr. John Hayes.

#2. Use neuropathy specific ads

New patients that come in to your office from a neuropathy-specific newspaper ad are much easier to convert than patients from other sources. In fact, I would rate them just below a referral patient (with some conditions like neuropathy, decompression and fibromyalgia, maybe even above a referral patient) when it comes to quality. The most important thing you want when it comes to newspaper ads is diversity. You don’t want just one newspaper ad. In addition to the neuropathy ad you are receiving each month, I would recommend at least 2 other ads throughout the month (assuming your newspaper is large enough.)

Just like you should never rely on just one type of new patient marketing, you should never rely on just one type of newspaper ads. (This was the problem with a popular newspaper ad kit released years ago.) The other thing I want to mention about running newspaper ads is you must measure your ROI and pick good papers to run in. I go into great detail in my manuals that come with the Ultimate Chiropractic Ads, so I won’t belabor the point here. But if you have a great ad, it won’t do you any good if no one is seeing it or you are overpaying to run it. To get some new neuropathy ads I have written, check out: The Ultimate Ad Club.

#3. Put a Neuropathy webpage up.

Your website is your face to the community. It’s the new yellow page ad. Whatever is on your website is what people think you do.

I recommend you have a page on your website devoted to educating the neuropathy patient on how you can help them and what you do in your office. If you begin to see success and have a large percentage of your practice focusing on neuropathy, you should consider setting up a separate website where neuropathy is mentioned. These webpages shouldn’t just be about education, but should also include an offer for a consultation and exam.

If you begin this week focusing on these 3 tips, you’ll find your practice growing quickly with neuropathy patients. Try them and let me know how it goes.

How to Bring in High Quality Patients

If you could choose which type of patient cases to see, what would they be?

Many chiropractors think that they can not be specific in choosing new patients for their practice. They are just supposed to accept whoever shows up.

This is a poor marketing strategy, especially when it comes to spending money to bring in new patients.

If you are going to pay for your marketing, why not focus on the type of patient you want to see. Maybe it’s the cases you can help the most with, or the ones you have special equipment to help. Or it could be the types of cases which have the best compliance. Maybe it is the amount of total cases fees that will be billed through the special care you give.

I recently wanted a few doctors, who’ve been using my Ultimate Chiropractic Ads over the years, to tell me which types of cases they wanted to see more of. I did this by simply asking what type of conditions-specific ads they would like for me to write in the near future.

Here’s what they said…

As you can see, there are a handful of specific conditions that these doctors want to market to. And I can confirm that all of these categories are doing extremely well right now in our profession. Neuropathy is probably the hottest niche in chiropractic because it is so non-competitive with other professionals. I doubt this will last long though, so I recommend you take advantage of it while it lasts. (For help on treating neuropathy, see here.)

Decompression, while not as hot as neuropathy, still remains a strong anchor in many practices. I predict this will continue, as the baby boomer generation comes in more for herniated discs and sciatic problems.

Fibromyalgia, back pain, sciatica and headaches are no surprise. They will remain to be huge problems that people suffer with. The question is, “Are you fully connecting with these people and showing them how you can help their problems?” These four groups are great chiropractic patients, need our help and are willing to pay well for it.

My team and I are currently noticing more success with knee pain and cold laser ads this past year. If you have a laser, you should definitely be focusing on this market. Too many docs buy a laser and just let it sit there, using it occasionally on people who have joint problems. Why not use your equipment to help you market the type of patients you can help and the treatments you give?

The weight loss and functional medicine categories are the new(er) kids on the block. I think these will continue to grow as more chiros incorporate them into their offices and learn to market wisely for these patients. I even included one weight loss ad so far in my Ultimate Ads Club (I plan to write more for this program in the future). And I am currently doing research on the functional medicine market to write an ad in the future.

The days of marketing to the general public are over. I’m not saying you should turn away people who walk in your door. But when it comes to spending money on marketing, why not spend it where it will get the biggest return.

Click on this image below to learn more about the new ads I’ve written for bringing in more of the above high quality patients in your office.