The Chiropractic Centre and Viral Marketing by Steven Garcia
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The Chiropractor’s Centre and Viral Marketing
In your tech corner this month we are reviewing plenty of ways to grow practices using ‘viral marketing’ through technology and email. What exactly do we mean by ‘viral marketing’?
Everyone is now familiar with YouTube’s style of sharing, linking and searching for videos. It’s a straightforward concept that began with people uploading videos on various subjects for fun or entertainment and it spreads through the internet like a replicating virus does. Ultimately it has become a medium for organizations to post videos on the products or services that they offer. To be successful in this type of viral marketing, an international presence or a product that can be purchased or ordered online is essential.
What are some of the benefits of using this style of technology to advance your practice and market chiropractic? Provided they are positive videos that explain the concept of chiropractic and boost the chiropractic wellness position, videos will do a fantastic job to advance the understanding of chiropractic in the general public. That said, the likelihood of someone local searching chiropractic on YouTube, choosing your particular clinic and then booking an appointment is small to none.
Outside the confines of a practice, how does one begin using the internet and email for external marketing? There are many programs currently using email technology with auto responders to show and keep the communication lines open with possible clients. There are however, drawbacks to these systems; the doctor is responsible for initially developing the content to educate potential patients, or they sometimes use out-dated newsletter email techniques. We must remember that we live in a high-tech, video driven world with high expectations.
When was the last time you got a newsletter via email from Coca-Cola or Pepsi? These are organizations that spend millions in video-based advertising. Quite simply, video is the way to go, when it comes to influencing the public. What keeps these businesses at the top is the amount of time and money that they spend on marketing. Yes, they have the financial backing to spend on costly endorsements and expensive TV advertising. A single chiropractic clinic has limited marketing fund, and our associations are not spending millions to advance chiropractic in the public eye (and if they are it’s on a small local scale). We need to use creative ways to educate people using 21st century technology and techniques that work, at a reasonable price point that any chiropractor can afford.
Although newsletters and mailings can still be inherently useful, as a profession, we must embrace newer technologies of patient education. People are used to being entertained and our new generation prefers visually-based forms of education. The idea of newsletters is to inform patients, and their friends and family members, on chiropractic. The hope or payoff is that they might come in and see you when they have a health problem as a result of having been sent your monthly newsletter, however the return on investment is EXTREMELY limited.
Let’s go back and explore the idea of video technology and the YouTube concept.
Are you using videos on your website? Or better yet, do you even maintain a website? High quality videos that fully explain the concept of chiropractic and the wellness lifestyle should be submitted on the website of any clinic trying to increase its income potential. Additionally, videos enticing viewers to seek chiropractic care for various health-related issues such as headaches, low back pain and neck pain could also be submitted. Chiropractic videos are a very useful way to educate the public at large and bring your website into the 21st century. Services do exist that take this one step further and allow doctors to use emails on their websites by sending the potential lead a video email with a coupon or offer to come into their practice for a consultation. People are plugged into the internet and when they are looking for services they often do a Google search to find the closest chiropractic office. A powerful and promising website with superb video and video email lead generation will have that edge that places your clinic above the rest.
Why re-invent the wheel? Track down a organization that has developed high quality videos that will stream on your website seamlessly and effortlessly, rather then trying to create your own. Let these videos, with their individual messages, act to passively entice potential new patients through your door. In our next issue we will discuss video email automation.
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