Chiropractic Advertising - A Blueprint For Practice Growth
Planning and Preparation
When starting a chiropractic advertising campaign you must define what you are trying to achieve. What results do you want? What action do you want your clients to take? Here is a list of recommended responses you may want to create from your advertising:
- Create product or pricing inquiries
- Generate sales leads
- Build your mailing or contact list
- Drive traffic to your website
By identifying your goals from the start you will more easily be able to decide on the best form of advertising. Based on your particular goals, you may find one form of advertising to be more effective than others. Ask yourself which medium best suits your marketing needs: television, radio, magazines, newspaper inserts, flyers, postcards, web/internet.
Targeting Customers
Your target audience may include current clients, prospects, or both. You must do some research here and find out where your audience is and how to reach them. Here is a list of recommended targeting tools:
- In-house list, your internal database, or stored customer information
- Ad in industry-specific magazine or publication
- Renting targeted mailing list from a list broker
- Search Engine Optimization - enable web traffic to find you online
Formats
So you’ve decided on your goals and you have researched your target audience. Now you must decide how to reach your audience. Here is a list of recommended advertising mediums:
- Direct Mail - Precision targeting, easy to personalize, great for coupon offers
- Website - Drive fast purchases, generate leads, broad reach, instant updates
- Print Ads - Extremely effective, builds brand, reaches large audiences
- Email Campaigns - Inexpensive, personalization, instant tracking
Tracking
During the initial planning phase, you must decide what measures you will take to track results. You need to make sure that you take a scientific approach to chiropractic advertising so that you can justify future marketing dollars. Here are some recommended tracking methodologies:
- Coupons: ad-specific coupons that easily enable tracking
- Landing Pages: unique web landing pages for each advertisement
- 800 Numbers: unique 1-800-# per advertisement
- Email Service Provider: Instantly track email views, opens, and clicks
There is no need to spend a fortune on advertising in order to generate profits. Start with a simple newspaper insert campaign if you aren’t willing to make a substantial advertising investment. You can design, print, and deliver newspaper inserts directly into homes for as little as $0.10 per home. You can even request free chiropractic insert samples online to get you started. Advertising is a lucrative, enjoyable, and fulfilling aspect of every business. Don’t delay, grow your practice today!
Chris Barr is an experienced marketing professional and graduate of Christopher Newport University. For the lowest prices on printed flyers, newspaper inserts, brochures, menus, and postcards please visit http://www.taradel.com
Copyright © 2007 Taradel, LLC. All rights reserved.
Tags: chiropractor, leads, new patient acquisition, practice growth, chiropractic advertising