Welcome to the second installment of "A Decade of Marketing Insights,” an exciting series celebrating our 10th year in business. Over the last decade, I've grown as a leader and as a marketer. Throughout this series, I'll share 10 insights to help you along in your own entrepreneurial journey.
Join me as I explain why our company focuses on chiropractic marketing and why it is best to hire an agency that is familiar with your industry.
A Decade of Marketing Insights Part 2: Why Chiropractic Marketing
The Importance of Engaging With a Marketing Company That Specializes in Chiropractic
Marketing plays a vital role for any business, but with chiropractors, it’s not just about attracting new patients; it’s also about building trust and credibility while complying with healthcare and privacy regulations. With so many options available, it’s easy for chiropractors to feel overwhelmed when trying to navigate their marketing efforts. That’s where working with a marketing agency that is intimately familiar with your field can ensure you get the best results.
I am a firm believer that if your target audience is everyone you'll end up resonating with no one. This is why very early on when establishing the mission and vision for Page One Digital, I decided that I wanted to work with chiropractors.
Chiropractic has truly changed my life (as it does for most patients who find themselves in need of care). When I was 11 years old, I was injured on a trampoline (pre-safety nets :{), and my hips were knocked out of place. This was not a noticed injury for quite some time, so as I was growing, my spine was compensating for my (now) crooked hips. Eventually, my posture and gait were noticeably impacted, so my mom brought me to a chiropractor. The S-curve (aka scoliosis) in my spine was pretty significant. Within a few weeks, I felt so much better; within a few months, my spinal curve had been corrected by 20 degrees. I've been under chiropractic care ever since. There have been so many occasions (even in my own case) where a primary physician will advise against chiropractic care because it is considered pseudoscience by a lot of folks.
I know from my own personal experience that chiropractic works (and there are evidence-based findings that conclusively prove as much). So back in 2014, as I was brainstorming what industry I am passionate about promoting that I think could directly benefit from marketing services, chiropractic was the first niche that came to mind. As a patient in care since the age of 11, I am extremely familiar with the industry.
For the first seven years in business, I worked directly with a chiropractic coaching group (as a marketer for them and also as a speaker for their group). Within those seven years, I became intimately familiar with state-by-state compliance as well as internal systems and procedures that help a chiropractic practice go from good to great.
If you're a chiropractor working with a marketing agency that lacks knowledge on your specific industry, you are at risk of non-compliance. Non-compliance has some fairly serious implications depending on what policy/standards you are in breach of. This alone is enough of a reason to engage with an agency that knows how to navigate these regulations; however, there are some additional benefits as well:
- They'll understand the nuances of care, keep up with trends within your industry, and know what patients are looking for and directly speak to those needs via marketing campaigns.
- They'll understand the types of patients you're interested in treating (i.e. personal injury, athletes, pediatric, etc.) and can create tailored campaigns to help you reach them.
- They'll be familiar with your competition and what they need to do to help you stand out locally.
- They'll utilize tools to help you streamline patient acquisition and retention (they may even be able to provide you with referrals and discounts for some of the tools you utilize in your practices).
- They'll know how to help you establish referral networks with other local businesses.
In the last couple of years, since our results for our chiropractic clients have been so strong, we've decided to expand our marketing services to help other holistic practitioners. We've been able to connect clients within our network to establish referral networks, launch cross-promotional campaigns, and share how they've overcome some of their challenges.
As the landscape of healthcare continues evolving, having an expert by your side can ensure you're always one step ahead of trends while meeting patient needs efficiently. We're here when you're ready to grow with us.
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