Consider all of the advertising people are bombarded with every hour of the day, it seems like more of an assault rather than advertising. Radio, television and online. Ads on every social media site, blogs, websites, your inbox, the mailbox and even unsolicited texts. It’s like we are overexposed to advertising and yet underexposed to great customer service once the marketing gets you in the store or on the website.
But marketing for businesses is essential in that aside from word of mouth, business owners need a way to tell the public about their business and most importantly why the customer, prospect or patient, needs to take a look at what the business has to offer.
Many have the opinion that health care professionals, such as medical physicians, dentists and chiropractors, should not advertise their services. I don’t agree with this opinion obviously. Why shouldn’t these professions have the same opportunities to reach their audience as any other business. After all they are offering their services to help people with their needs. And as most of you reading this can attest, you have bills to pay too, so why not advertise to the public telling them why they need you and your services?
Chiropractic advertising is how I saved my practice and why I do what I do today. If you’ve read my story then you know there is a system to creating an effective ad. There are specific principles that I was taught to use when creating a chiropractic ad. I often share “how to” lessons here on this blog and I go into deeper discussions in my marketing products. However, today I thought I would share the four things I believe give my chiropractic ads an edge over other types of advertising.
Stories – Better known as testimonials. They will get more patients in the door than any other form of advertising because it’s an endorsement in writing. Facts tell and stories sell. It’s true, you can state the facts all day long, but truth be told if it hasn’t happen to you or you haven’t walked in someone else’s shoes and come out on the other side with a story to share, then your facts are only words on paper. People engage with other people’s experiences. It’s all about belief. Even better would be to share any reviews that are published online as those can be confirmed.
Value – Unfortunately some people do not see the value of chiropractic care, or they do see it as a quick fix and do not consider chiropractic for the long term health benefits it provides. This is probably the number one reason for the chiropractic profession to utilize chiropractic ads. It’s the chiropractic ad that will educate the reader as to why they need to call your office and set an appointment. If you can, extend an offer for a discounted exam or a 15 minute massage upon completion of initial exam if you have a massage therapist in house. And by all means tell them what all they will receive with the discounted offer and the retail value of the services provided.
Fear of loss – We can’t really say; “hey, chiropractic isn’t for everyone” because we know it is great for everyone. From infants to elderly, there is no age or gender that doesn’t benefit from chiropractic care. We just have to help people understand this. It’s a proven fact that people do not like to feel as if they will be left out or might lose out on a good deal. This is where is gets tricky and the so called “take away” in order to create a fear of loss has to be handled gently as to not offend. When creating a fear of loss in a chiropractic ad just keep it simple. You can do this by providing a window of opportunity with a limited number of appointments or limited time offer that includes an expiration date. One thing that worked well in my practice was I asked them to call into the office to see if they qualified for the treatment. This you would use for niche marketing like spinal decompression.
Call to action – This principle is your last chance to motivate the targeted audience into picking up the phone and setting the appointment. So far you have stirred emotions by sharing what symptoms they might experience and maybe even empathized as to how those symptoms have a negative impact on their day to day activities or their quality of life.
You’ve given value to the chiropractic profession by educating the reader with the ways chiropractic can address the symptoms.
Next you have provided a risk free opportunity to come in and experience what chiropractic care can do for them. Now all that’s left is to provide the contact information and assure that they will need call and make an appointment today, take action in order begin their journey to better health.