Viral Marketing for the Chiropractor’s Clinic by Donald Harris
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The Chiropractor’s Clinic and Viral Marketing
In your tech corner this month we are reviewing a few ways to develop practices using ‘viral marketing’ through technology and email. What exactly do we mean by ‘viral marketing’?
Everyone is now familiar with YouTube’s way of submitting, linking and searching for videos. It’s a basic concept that started with people broadcasting videos on various subjects for fun or entertainment and it spreads through the internet like a replicating virus does. A way for organizations to broadcast videos on the products or services that they offer is ultimately what it has become. An international presence or a product that can be purchased or ordered online is essential to be successful in this type of viral marketing.
What are some of the advantages of using this sort of technology to advance your practice and market chiropractic? Fortunately, videos will do a amazing job to advance the idea of chiropractic in the general public, provided they are positive videos that explain the concept of chiropractic and boost the chiropractic wellness position. That said, the probability of someone local searching chiropractic on YouTube, choosing your particular clinic and then booking an appointment is slim to none.
How then, does one begin showing people outside the limitations of a practice, using the internet and email for external marketing? There are many programs currently using email technology with auto responders to explain and keep the communication lines open with future clients. There are however, drawbacks to these systems; the doctor is responsible for initially making the content to educate future 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 businesses that spend millions in video-based marketing. Quite simply, video is the way to go, when it comes to influencing the public. What keeps these companies 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 seek creative styles to educate people using 21st century technology and techniques that work, at a reasonable price point that any chiropractor can afford.
We must embrace newer technologies of patient education, although newsletters and mailings can still be inherently useful. People are used to being entertained and our new generation prefers visually-based forms of education. The concept 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 issue as a result of seeing 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 posting videos on your website? Or better yet, do you even have a website? Any clinic trying to increase its income potential should upload high quality videos on its website that fully shows the idea of chiropractic and the wellness lifestyle. 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 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 locate the closest chiropractic office. A powerful and compelling 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? Rather than try to set up your own, locate a organization that has set up amazing high quality videos that will stream on your website seamlessly and effortlessly. With their distinct messages let these videos, act to passively draw potential new patients through your door. In our next issue we will debate video email automation.
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