Ask most chiropractors this question, and you will get a variety of answers.
Some will say you should never advertise in the summer, as everyone is gone on vacation. Other chiropractors, especially the more northern ones, will say do not advertise in the winter due to holidays and bad weather.
I actually had a consultant years ago who went through all the months that were bad for marketing. January is insurance deductible rollover month. Feb. was ok to market in. March was spring break, so not good there. April was tax month, so that was out. And on and on. I think he said 2-3 months out of the year which were good to advertise in!
So what are the best and worst months?
In the June 3rd issue of Dynamic Chiropractic, a poll was taken of 144 chiropractors, asking them “Do more patients seem to come in during a particular time of year?” Here were the results:
Spring – 29%
Summer – 15%
Winter – 17%
Fall – 17%
No real change – 22%
From these results you might be lead to think that Spring is best for new patients. But this poll shows that almost a quarter (22%)of those polled said it didn’t matter which month, there wasn’t a big difference!
Not to mention there were still quite a few doctors who said Fall, Summer and even Winter was their best season for new patients.
Here’s the truth…
There is not magic month for marketing your practice! You should be marketing you’re practice every single month of the year. The month you take a break from marketing your office, it will suffer. Maybe not right away, but it surely will suffer during the following months.
Some doctors take a month or two off from marketing, and this puts them into a tailspin that becomes difficult to recover from. A month off causes less revenue. Less revenue usually less to spent on marketing. Less spent on marketing means less new patients. And on and on down the spiral it goes.
But with that said, there are going to be months that are better for you than others. I tracked my office’s pattern for years, and found a general pattern of months that could really produce.
For me, they were March or April (usually 1 of the 2), July, and the block of Sept. through November as a whole. But you shouldn’t assume mine best months will be the same as yours. Look at your own stats to determine which months work best. (You are keeping good monthly stats, right?)
Some months I even had some huge swings, like the year December was my best new patient month.
So during these “super months”, I will double or triple up on my marketing. If I was running one of my Ultimate Chiropractic Ads a month, I might run 2 or 3 in those months. Or add telemarketing to those months only.
Don’t make the mistake of thinking these “super months” are the only time you should market your practice. If you find a great month, that’s proven itself (at least two years in a row) to be good for new patients, then it would be prudent to spend even more on marketing during that month in the future.
Now it’s your turn. Comment below and tell us what months you’ve found to be the best.