Are you really talking with your prospective patient? Or are you talking at them?
The reason that most marketing doesn’t work is because it is outdated. A dinosaur from years gone by. Back when this profession was rather new and people were still discovering what it was. When there was only one chiropractor in town and all you had to do was put out your sign.
But today patients are much more sophisticated. They know about their own health. They have a billion more choices for a health care provider. And they simply ignore most marketing that does not speak directly to the conversation going on in their head.
And each condition is different. A neuropathy patient and a back pain patient can be having two totally different conversations going on with themselves about their problem.
So do how you find out what they’re thinking?
Real life research and discovery. I’ll let you in on a little secret that I use when I write ads.
I’ve spent a lot of time researching what patients are thinking. Hours with real live patients in my practice. I’ve spoken to thousands of doctors about their patients. Spent time on condition-specific forums and read hundreds of testimonials. And the same words and phrases come up time and time again.
So even if I’ve never had migraine headaches, I can totally empathize with those who do. Because I’ve heard so many people (mostly women in the case of migraines), spell out exactly how they feel.
The point is…
Don’t be like the advertiser who thinks you can just throw money at a some fancy ad campaign like Microsoft or Walmart might use. Learn to speak directly to your prospect. Within seconds of reading your ad, you want them to think “Finally, someone who understand exactly what I’m going through!”