Viral Marketing for the Chiropractic Clinic by James Smith
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This month in your tech corner we are reviewing plenty of 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 method of broadcasting, linking and searching for videos. It’s a basic concept that started off with people submitting videos on various subjects for fun or entertainment and it spreads through the internet like a replicating virus does. A medium for businesses 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 needed to be successful in this type of viral marketing.
What are some of the benefits of using this style of technology to improve your practice and advertise chiropractic? Fortunately, videos will do a exceptional 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 likelihood of someone local searching chiropractic on YouTube, choosing your particular clinic and then booking an appointment is little to none.
Outside the limits 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 future clients. There are however, negatives to these systems; the doctor is responsible for initially developing 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 had 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 money 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 methods to show 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 ways of education. The idea of newsletters is to inform patients, and their friends and family members, on chiropractic. The hope or payoff is that when they have a health issue, they might come in and see you as a result of reading your monthly newsletter, however the return on investment is VERY limited.
Let’s go back and explore the idea of video technology and the YouTube idea.
Are you posting videos on your website? Or better yet, do you even maintain a website? High quality videos that fully show the concept of chiropractic and the wellness lifestyle should be submitted on the website of any clinic seeking 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 posted. 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 send 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? Rather than try to develop your own, search for a organization that has designed awesome high quality videos that will stream on your website seamlessly and effortlessly. Let these videos, with their distinct 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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