The Chiropractor’s Office and Viral Marketing by Kenneth Thompson
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The Chiropractor’s Centre and Viral Marketing
In your tech corner this month we are reviewing a lot of ways to advance practices using ‘viral marketing’ through technology and email. ’Viral marketing’. What exactly does it mean?
Everyone is now familiar with YouTube’s way of uploading, linking and searching for videos. It’s a straightforward 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 medium for organizations to submit videos on the products or services that they offer is ultimately what it has become. To be successful in this type of viral marketing, an international presence or a product that can be purchased or ordered online is needed.
What are some of the benefits of using this sort of technology to improve your practice and advertise chiropractic? Fortunately, videos will do a exceptional job to improve the concept 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 likelihood of someone local searching chiropractic on YouTube, choosing your particular clinic and then booking an appointment is little to none.
Outside the limitations 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 educate and keep the communication lines open with possible clients. There are however, flaws to these systems; the doctor is responsible for initially creating the content to show 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 companies that spend millions in video-based marketing. Quite simply, when it comes to influencing the public, video is the way to go! What keeps these companies at the top is the amount of time and money that they spend on marketing. Yes, they have the money to spend on costly endorsements and expensive TV advertising. Our associations are not spending millions to advance chiropractic in the public eye (and if they are it’s on a small local sacle), and a single chiropractic clinic has limited marketing fund. We need to seek creative forms to show 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 sharing videos on your website? Or better yet, do you even own a website? Any clinic trying to increase its income potential should post high quality videos on its website that fully teaches the method 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 shared. 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 capture 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 interesting website with amazing video and video email lead generation will have that edge that places your clinic above the rest.
Why re-invent the wheel? Search for a business that has created high quality videos that will stream on your website seamlessly and effortlessly, rather then trying to make your own. Let these videos, with their different messages, act to passively entice potential new patients through your door. In our next issue we will talk about video email automation.
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