How to Virally Market the Chiropractor’s Clinic by Eric Hall
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The Chiropractor’s Clinic and Viral Marketing This month in your tech corner we are reviewing several 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 posting, linking and searching for videos. It’s a straightforward concept that originated with people submitting videos on various subjects for fun or entertainment and it spreads through the internet like a replicating virus does. A way for businesses to post 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 advantages of using this style of technology to improve your practice and advertise 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 develop the concept of chiropractic in the general public. That said, the probability of someone local searching chiropractic on YouTube, finding your particular clinic and then booking an appointment is small to none. How then, does one begin showing people outside the confines of a practice, 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 potential clients. There are however, drawbacks to these systems; the doctor is responsible for initially creating 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 received 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 finances 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 ways to teach 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 methods 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 issue as a result of seeing your monthly newsletter, however the return on investment is HUGELY limited. Let’s go back and explore the idea of video technology and the YouTube idea. Are you broadcasting videos on your website? Or better yet, do you even own 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 find chiropractic care for various health-related issues such as headaches, low back pain and neck pain could also be uploaded. Chiropractic videos are a positive 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 track down the closest chiropractic office. A powerful and compelling website with fantastic 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, find a business that has developed fantastic 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 debate video email automation. For http://www.atlaschirosys.com/chiropractic-software.html”>Chiropractic Software visit http://www.atlaschirosys.com/chiropractic-software.html”>Atlas Chiropractic System
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