You’ve heard that you should never put all your eggs in one basket; this is especially true when it comes to marketing your practice. Having multiple marketing streams going simultaneously is the best way to keep your practice front and center and get new patients calling up for an appointment!
There are many terms for it: multichannel, multilayer, multistreams, etc. but no matter what it is called, you should be incorporating it into your practice every single day.
Many of the chiropractors that I speak with have a dislike of marketing that ranges from mildly annoyed all the way up to actively and passionately hating everything to do with marketing.
No matter where you fall on this range, you know you need to market your practice if you want it to grow (or even to just survive).
It might be this aversion to marketing that makes it so easy for many practice owners to adopt the “one and done” marketing strategy, a strategy that is often only implemented after a slow week.
That is a waste of your time and money. If there is one golden rule of marketing, it is consistency. People need to be exposed to you and your message multiple times before they are ready to make a decision and take action (i.e. call for an appointment).
If you only place an ad sporadically, they won’t get the exposure they need, and you won’t get the appointments you want.
Instead of this scatter method to marketing, incorporate an actual plan.
Here are a few things you should consider including in your marketing plan:
- Use both online and offline marketing methods. Being limited to just online marketing, for example, lessens the exposure of your message, which is the last thing you want from your marketing initiative. Instead, incorporate a mixture of each to get the maximum benefit.And try to think outside the box. For example, your offline marketing doesn’t have to be restricted to only newspaper ads.Why not create a practice newsletter and go around to local businesses, or even homes, and drop it off?
- Don’t spend all your marketing effort, and budget, only attracting new patients. It’s always easier to “sell” to an existing customer than it is to find a new one.Again, incorporate a mixture of marketing strategies to attract new patients while continuing to build your relationships with existing patients.
- Make sure that whatever marketing plan you come up with is one that you can, and will, consistently implement.As I mentioned above, consistency is very important. You simply won’t get the results you are looking for if you don’t continue your marketing channels on a consistent basis.
Any marketing plan that you, or someone you hire, comes up with should include these features.
Think like a fisherman; keep as many lines in the water as you can at all times, and you will greatly increase the odds of catching a lot of fish!
Through my staffing efforts around the country, I speak with numerous docs about what they find most useful in marketing their practice. If you would like some ideas, feel free to email me at Brian@hcrcstaffing.com or call me at 267-251-5275.
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