3 Ways to Use Chiropractic Ads on your Website

For over five years the Ultimate Chiropractic Ads have been a leader in print advertising.  But did you know that there are other ways to use the ads?

Marketing your practice can be done in print and online.  If you have a website for your online marketing then you should consider these three ways to use chiropractic ads on your website.

Landing page- If you use Google or Facebook ads to enhance your online presence, then you should be driving visitors to your site using a direct link in the ad.  A landing page on your website is a great place to use one of the condition specific chiropractic ads found in the Ultimate Chiropractic Ads kit.

Choose an ad that would be compatible with the Google or Facebook ad campaign you plan to run.  If you wish to pull in more neuropathy patients, you would base your ad campaign on neuropathy or some of the symptoms of neuropathy, such as numbness and tingling.  Upload the PDF version of the ad onto a new page on your site then provide the URL link in your ad campaign, when visitors click the link they will be taken to the landing page giving your visitors a chance to take advantage of the discounted offer in the ad.

Blog Post – Write about what conditions you treat in your next blog post.  I’ve often talked about the advantage of adding a blog to your practice website.  Not only does a blog turn your static site into an active site, it also helps you communicate with your existing patients and helps prospective patients learn more about you and your practice.  It also builds trust and educates those who find your site via web searches.

By selecting a condition specific ad to use as your blog post you are also adding key words that will help your site rank higher when people are searching online for information about their symptoms.

Video – Videos are a great way to keep visitors on your site longer.  They also encourage people to click more pages once they have watched the video.   Again you would select an ad you want to use, however you would have someone actually say what the ad is about in the video.

To add more chances of being found in searches, you will want to upload your video on a video sharing site like YouTube or Vimeo.  Make sure you include any key words in your description when you upload.  After you have uploaded your video you can then grab the code to embed your video on your website.

This is a great opportunity to be the star of your own show, but if you’re camera shy, ask one of your staff to give it a go or look into hiring a college student who is majoring in theater.  College kids can always use the extra cash.

Be sure to visit the ChiroMarketing Academy for more tips on how to use videos and blog posts in your chiropractic marketing, online or in print.

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 Strategies to Add to Your Marketing Calendar for 2013

calendar21. Keep What Works, Cancel the Rest
One of the most important aspects of marketing is measuring your successes and failures, so you can choose what to keep putting money into. But unfortunately many of us chiros just throw money at all kinds of marketing and don’t measure response.

And even if we do try to measure a response, its a subjective measurement like “I felt like that went well, let’s try it again.”

Feelings and emotions are not unimportant, but shouldn’t be used to make critical marketing decisions. Also make sure you are being wise with your measurements. Don’t say, “man, only 3 new patients from that ad and I spent a whopping $300!”

If you make $2000 per patient, and all three stayed, you just had an excellent return!

What you need to do is measure the ROI of your marketing in 2012.

So figure out how much you spent on a certain ad or website or booth or whatever, track the patients who came in and total up what they paid you. Divide the amount they paid you by what you spent, and you’ll have your ROI. Anything better than 2-to-1 is good (or 200%) and should be done again in 2013. 5-to-1 and up is excellent and you should put even more money into those this coming year.

2. Consider Adding a New Niche
Did you add any new niche markets or specialized equipment to your practice in 2012. If not, maybe you should consider doing that in 2013. Massage therapy is a good idea. It brings in potential chiro patients and is fairly inexpensive to implement. The downside is finding a good therapist who knows the average pay for MT’s and will stay more than a few months.

Weight loss is a growing niche with great growth potential. I’ve even started writing weightloss ads. You can find my first one here. Neuropathy is big now and growing. Decompression is a tried and true market. Don’t think it’s outdated just because table makers aren’t blasting you with ads. The market is very stable and profitable and should continue to be. The same goes for cold laser.

3. Get Your Internet Marketing Systematized
The days of just having a website are over. You’ve got to have a presence in many places on the internet in 2013.

Internet marketing is very easy to get rolling, but not so easy to figure out and make profitable. The problem is that there are too many choices to make and most doctors aren’t going to know enough about the internet to be able to decide. And you know what they say people do when they have too many choices? They don’t make a choice at all.

Plus things are always changing. What worked in 2011 for internet marketing is not necessarily what’s best today, or in the future. I recommend you watch very closely what you spend online and track the results as best you can. Make sure you ask everyone who comes in where they heard about you from. Right now Facebook, Twitter, email, blogs and websites are still doing well. And you must have your website ranked high in Google for the most important key terms.

I’ll be giving some thoughts in 2013 as to how I can help simplify this ever-changing media. But until then, make sure whoever you pay to do these things are explaining everything to you and not wasting your money.

How to Get (and Treat) More Chronic Pain and Neuropathy Patients

Neuropathy and chronic pain cases are some of the most profitable and rewarding cases in practice.

But how to you bring them in, and how do you effectively treat them?

Join myself and special guest Dr. John Hayes to learn how to bring in more new patients with neuropathy and chronic pain, plus how Dr.
Hayes is helping them get better in just 5 weeks of care.

See the webinar replay here:

Which of These Chiropractic Marketing Factors Do You Focus On?

What’s more important: how much you spend on an advertising piece or the return on investment you get back from it?

I vote all chiropractic schools teach a class on how to figure the return on investment (ROI) for all the marketing a doctor will do in his practice.

There has been a lot of changes in our profession over the past 5-10 years. Many fads have come and gone. Some marketing techniques stuck around, others vanished.

But I’ve seen one problem continue without avail, and it infects our profession like the plague. Maybe you can tell me why it continues from year to year.

Here’s what i mean…

I just received the following correspondence from a doctor that uses my chiropractic ads in his practice (a few small details have been changed to protect the innocent party.)

I am having a difficult time getting my boss to let me use the ads. I was able to scrape up enough funds to run a full-page neuropathy ad for a reduced rate of $800. It brought in $11,000 in collections. You would think that my boss would want to continue running the ads, but all he can think about is the cost to run them, not the ROI of 13 to 1!

Now if you think this is crazy and could never happen, let me assure you it happens in chiropractors offices every single day.

Chiropractors get so strapped for cash, they can’t think straight. This is what the old timers called a subluxation between the ears!

I know, because for the first couple of years of my practice I was “doing stupid” too. All I could focus on was the money I needed to spend to do marketing.

But it only takes some big failures in business to realize it’s time for a change.

You see, we get in our heads that since marketing piece ‘A’ failed in the past, then marketing pieces B through Z will fail too. All marketing is the same right?

Wrong. Bad logic. The failure of marketing piece ‘A’ has nothing to do with marketing piece ‘B’. They may not even be in the same family.

Let’s say you blow $3000 on a website that doesn’t bring in a single patient. Does that mean newspaper ads, or radio, or referral marketing will be just as bad?

It took me some time to learn this, but I trust you’ll learn from my mistakes and start using good marketing now.

Let’s hope the above doctor’s boss realizes the same.

Measure you’re ROI. And make wise decisions based on the numbers you get.

Once you know what’s working, you an continue to ramp up your campaigns that work.

Be like Dr. B below, who realized it’s worth the expense to run an effective ad…

“Awesome results for the week! Final count of 83 appts made.
4 called back to cancel the appt because they just had injections
or surgery done. But overall that was awesome. Moving forward I
just hope we can handle the next ad with all of the new patients. I
am kind of nervous but I do want to keep working it while it’s

What is Wrong With This Ad?

Often doctors using my ads will send me a copy of what they ran in the newspaper, so that I can critique it.

Recently, I had a neuropathy ad sent to me, which I’ve shown below. The doctor was not happy about the return on investment. The only numbers I have are that he got 3 new patients, so it is difficult to know if that is a good ROI or not (to figure ROI we need to know the ad cost and the total amount the 3 patients paid for care).

Now, this is one of the best performing advertisements in my Ultimate Chiropractic Ads package. I get so much feedback from this neuropathy ad, I’ve had doctors beg me to write more that are similar to it. So before I saw the ad, I was very curious as to why it didn’t work.

Can you give the reason this ad didn’t bring in more new patients? (Not the blurriness, as I did that for copyright reasons.)

There’s actually more than 1 problem here. Be sure to keep in mind most neuropathy patients are over 60, and a slight majority are female.

New Advice for Chiropractic Ads

Every time you pay money for your marketing, you should include a special offer. (If you’re worried about how offers make our profession look, see my previous article here.) What’s the best offer price for your advertising?

When I wrote my Ultimate Chiropractic Ads, I placed an example offer inside all of the ads. In most cases I set the offer price in the range between $30 and $50.

But now I’m giving different advice.

Let me explain…

What I taught before was that you should raise or lower the price slightly, adjusting for the number of new patients that you would want and the quality of the patient.

In most cases, the higher the cost the better the quality of the patient is going to be. By quality I mean more open to your recommendations, easier to convert to care, and overall a better patient. For example, it’s generally thought that to have a $49 offer for an evaluation, you’re going to find a better quality patient than you would if you ran an ad for $15.

If you lower the price to $15, you would get more patients, but you’re going to also notice a lot of just freebie seekers. A general rule is $20 or less, your quality is going to drastically drop.

If it’s a specialized ad — fibromyalgia, decompression, cold laser, neuropathy — you’re going to want to do a higher price. This is because the patient is really wanting some help and they have not been able to find it anywhere else.
But even though they are more desperate for help, they’re also more cautious of offers that sound “too good to be true”. Because they’ve had such a hard time finding help, and they’ve gone to higher priced specialists, they assume a doctor who can really help is not going to be cheap.

So that’s what I used to tell the doctors using my ads. But recent data and feedback has convinced me to adjust this recommendation.

Because doctors didn’t want to get a lot of people wasting their time, and (maybe) because they already had issues with giving a discount, many chose to go with the higher price.

Now I’m not sure if it’s the recession still hanging around, or possibly just the new economy we’re in…but higher priced offers are not working well in most areas.

Lower priced offers are working extremely well though!

So what I advise now is just to take the range down to match this new economy. Use an offer between $15 and $30 now. You’re only giving up $10- $15 from the range I mentioned above, but you’ll get lots more new patients. Which would give a huge ROI after factoring in all the patients who will start care.

So the question is this:

Would you rather have a higher priced offer with little to no new patients (low ROI!)…or a slightly lower priced offer with tons of new patients (awesome ROI)?

Hopefully you’ll choose the latter.

If you’re using my ads, make this adjustment and you’ll see even better results. If you’re not using my ads, you can try the advice I give above with whatever ads you’re using. But I can’t guarantee it will help if the rest of the ad is written poorly. The offer is important, but won’t matter one bit if no one ever gets to it in the ad.

Chiropractic newspaper ads are still working great, regardless of what the naysayers are telling you. Here’s an email I recently received from a doctor…

Hi Dr. Beck,

I ran an ad as 21,500 inserts in a free paper; printing cost $515.41. Distribution for inserts cost me $376.25 = total of  $891.25 combined 15 day only offer of $35 expired 9-6-11;

Grand total= $17,490.00 collected with residual collections for multiple payment program option uncollected yet. Table now filled for next 6.5 weeks!

27 new SD patients were scheduled!” – Dr. Rich McKay

Newspaper Ads vs. the Internet

With the internet being all the rage, many chiropractors have been told that newspaper advertising is completely useless. Is there any truth to this claim?

No. Chiropractic newspaper advertising is still going strong. It is certainly true that some newspaper publishers are struggling to keep up with the recent recession and all the new media in the past few years. But this is an advantage to you, since you can get better prices in most markets than you could 5 years ago. You’ll still get a good return from newspaper ads and a much quicker one than from a website.

Don’t misunderstand. I’m not saying you should do newspaper advertising in the place of internet marketing. I’m saying you should do both. Why must it be one or the other? One is a quick influx of new patients when you run the newspaper ad. The other is a constant trickle of a new patients from your website and other online marketing methods. I for one like money that comes in big and fast, and money that flows in consistently over time. How about you?

If newspaper ads aren’t working anymore, no one has notified my ad customers who are getting tons of new patients. Like Dr. Merritt, who had 50 new ones after running his first neuropathy ad or the doc who called us and mentioned that his phone has not stopped ringing after running his first ad. Or Dr. David Rusick who just today emailed me this:

My first ad worked great! We have seen 22 new patients in one week from this ad alone and they are still calling, and 18 have agreed to prescribed care plans. Not a bad ROI, when my average case is $1,400.00 and my first 1/2 page ad cost was $1,500.00 . It sounds too good to be true, but it works. It has been amazing to see the response from the patients.They feel like the ad was written specifically for them. They are all ready for care when to they come to my office. Thanks Doc.

Here’s a short clip from a webinar where I cover the actual numbers released in a study from the Newspaper Association of America.

(If you have a decompression table and would like to watch the full decompression marketing webinar, visit http://www.decompressionmarketingelite.com)

Get Adobe Flash player

Chiropractic Ad Samples

One of the most frequent questions we get about the Ultimate Chiropractic Ads (and even Decompression Marketing Elite) is…

“Can you send me a sample of one of your ads?”

In most cases, I understand that this is an honest, sincere question to see what type of ads I write. Usually, it’s to compare to past advertisements the doctor has used in his office. So I realize people aren’t out to steal my ads. But there’s a big problem with this request. To me, this question might as well be…

“Can you send me $50,000 in cash as a sample, to just look at?”

Why would I equate the two requests? Because unlike custom made advertisements, where a copywriter sends over samples he’s written in other industries, my ads are ready to go for one specific industry. That means any chiropractor can quickly change their name and number, insert them into the paper and start getting new patients. (Like the customer who called us yesterday from North Carolina and said his phone has not stopped ringing after running the neuropathy ad one time, scheduling over 40 new patients so far!)

You see, the ads I write aren’t “samples”. They are real ads I’ve spent quite a bit of time and money researching and writing. We don’t have any samples. The ads are all ads, ready to go and bring in quality new patients. Even if we did have samples, reading it would tell you very little. Unless you’ve spent thousands of hours studying copy-writing and testing ads, you’re not going to be able to see the nuances of how my ads work.

That’s not being harsh, just being honest. I’ve had two chiropractors, who’ve spent years writing their own ads, now use mine and love them. They’ll be the first to tell you that their own ads worked okay, but after using mine they won’t likely ever go back.

An advertisement works because it produces new patients. Not because it looks beautiful or professional (although I think my ads are both!) Even if the words of an ad are the most beautiful prose ever written, if they don’t bring in new patients they are rubbish.

To ask the question a slightly different way is to say…

“How are your ads different than what I’ve used before?”

Now this is the question most people want to know, and 90% of the time the ‘question behind the question’ of “can you send me a sample”. There are really only 2 reasons to want a sample. Either to run it and see how it does or to see how it looks and reads to differentiate it from other advertising the doctor has seen in the past.

As an aside, sometimes we get the “if you’re ads are so good, why don’t you let us try one for free, then we’ll buy the rest” type of request. I guess we could do that, if we were willing to get our attorney to write up a very long, lengthy contract, making this requester promise to pay a percentage of what he makes, with various clauses for defaulting on the agreement, etc, then pay said attorney thousands of dollars to prosecute violations of this contract, which we all know would be numerous. OR I could just give you a 90 day trial period with a money-back guarantee, and save both of us some legal bills!

But seriously, if you’re struggling in practice ( I feel for you, as I was once there myself), as hard as it  is to sometimes admit it to ourselves, if the 3 payments are too steep for your budget right now it’s time to hold off from buying. If $365 is too much, then you aren’t going to have the money to run an ad in the paper once you get them. And I know for a fact my ads will not work if you shrink them down to a tiny little business card-sized ad to save money.

As to the question of “how are your ads different”, let me attempt to give a quick summary. (More detailed information about these differences are given on the websites linked above.)

  • They work better at bringing in quality new patients. Why? Various reasons: they employ empathy, photos with captions, effective offers with a deadline, etc.
  • You get 40 different ads (Or a new decompression ad every month in the Decompression program.), as opposed to a small handful.
  • You get multiple sub-niched ads, including neuropathy, fibromyalgia, numbness, sciatica, back pain, headaches, decompression, laser, scoliosis, etc.
  • You get a money-back guarantee for 90 days on the Ultimate Chiropractic Ads and an area exclusive 60 day trial (nonrefundable) with no long term commitment with Decompression Marketing Elite. Do the other ads give this?
  • You get the “how-to” reports. How to get the best ROI with these ads. How to save money with your newspaper ad rep. How often to run the ads. What size. Which ones work best.
  • You get bonus marketing letters that you can use via mail to get more referrals, re-activations, new homeowners and more.

I could go on and on, but these are just a few that I’ve listed here. We really have tried to come up with the best chiropractic marketing product available for you to bring in quality new patients. If you haven’t tried them out, what are you waiting for?