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Five Internet Marketing Secrets for Chiropractors

Thursday, June 30th, 2016

Mark Sanna, DC, ACRB Level II, FICC

CEO, Breakthrough Coaching

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A successful Internet marketing plan for your chiropractic practice hinges on attracting a high volume of traffic to your website and creating a high rate of conversion. Traffic means the number of unique visitors who view your website. Conversion refers to the number of people who took the step of contacting you after viewing your website. The most successful websites not only have high traffic, but high targeted traffic. This means that your website attracts your ideal patients: those individuals who have the need, desire and finances to afford your chiropractic care. You also want your website to increase the conversion of these potential new patients into actual booked appointments in your practice. So, while traffic and conversion are essential components for Internet success, let’s focus on taking it to the next level and those secrets that you can deploy to increase targeted traffic and conversion to appointments. The Internet marketing strategies that I will share with you, if executed properly and on a regular basis, will yield a bounty of new patients ready to invest in chiropractic care.

Place “Contact Me” Above the Fold

Have you ever had a hard time locating a business’ phone number on an advertisement? Such an obvious advertising error can also cause visitors to your website to become frustrated and ultimately deter them from pursuing care in your practice. Professional website designers track something called “UX”, for “User Experience”. UX is the way a person feels when navigating a website. Does your practice website create a great UX or is your website resulting in frustrated visitors who quickly move on to your competitors’ sites? One essential feature of great UX is to have your contact information placed prevalently at the top of the page. “Above the fold” means that the information is located above the point at which someone must scroll to view the lower part of a webpage. Your contact information, including your phone number, e-mail address and physical address should appear above the fold on every page of your website.

All Pages are Landing Pages

You may have heard of the term “landing pages” in chiropractic Internet marketing. The phrase refers to a page that a website visitor lands after clicking on a hyperlink. There are two types of landing pages, reference and transactional. A reference landing page is focused on information and education. A transactional landing page encourages the visitor to take action, such as entering their contact information, making a purchase or scheduling an appointment. In chiropractic Internet marketing, you should focus on creating landing pages that are a hybrid of transactional and reference. Be sure your landing pages feature patient education, while at the same time they direct the visitor to contact your office for more information or to schedule an appointment. Using this technique, all pages on your website become functional landing pages, directing the visitor to take a step closer to becoming a new patient.

Far-Reaching Results from Patient Testimonials

Neilsen Media Research is a global information and measurement company that provides market research, insights and data about what people watch and what people buy. Neilsen reports that 92% of global consumers trust “earned media”, which means word-of-mouth referrals. Neilsen also tells us that 70% of online consumers trust online testimonials and reviews. Traditional chiropractic media marketers know that word-of-mouth referrals have the best return on investment of any type of marketing or advertizing.  Referrals from satisfied patients cost you nothing and yield the most ideal new patients. Online testimonials and reviews, which are virtually the same things, are modern-day word-of-mouth referrals. Check with your state regulations before posting patient testimonials online, as some states have specific rules concerning their use. Also, be sure that your practice is HIPAA compliant in the use of all testimonials. Your testimonials will garner greater traction if you funnel them through your website and blog. Using video testimonials on your sites and on a YouTube channel achieves a double benefit. Video engages viewers, and this causes them to spend more time on your website. This is called creating a “sticky” page and it results in the second benefit of increasing your positioning with the search engines, called “Search Engine Optimization” or SEO. A warning about Google Places, Yelp and other review sites: while positive reviews can most definitely help with SEO, one bad review can become a serious blot on your good reputation.

Words, Words, and More Words

Google has made it known that the very best, most valuable and long-lasting SEO begins with original, informative text. This is the type of SEO that results in high rankings for your website and yields the most targeted traffic. If writing short articles to educate your patients in the value of the services your perform and the products you dispense is not high in your skill set, you should engage the services on an outsourced copy writing company that is familiar with the chiropractic market. A stagnant website, with unchanging copy serves about the same value as an out-of-date practice brochure. Even worse, a stagnant website can undermine your marketing efforts, as it will result in a plummet in your website’s ranking. There are several firms in the chiropractic marketplace that employ professional copy writers who stay on top of advances in the field of chiropractic, as well as SEO tactics and strategies. By adding several short blogs each week to your online marketing portfolio and by consistently adding fresh content to your website, you will build a strong online presence that will generate targeted traffic and great conversion for the long term.

Express Your Personality

While maintaining a professional image is especially important in online chiropractic marketing, if you don’t express your and your practice’s unique personality online, you will appear like every other chiropractor.  The most successful online chiropractic marketers post selected photos of their family, hobbies and interests on Facebook. Just as displaying original art in your practice’s Reception Room can convey your individuality; your online marketing should display your unique personality and passions. People, including those individuals who are your potential new patients, crave personal relationships. Your website should convey your personal life to a limited degree. On the “About Us” page, be sure to feature some photos of your family and those of your practice team. Post quotes from your team members about how they feel about your practice and their careers. Take the opportunity to let your collective light shine online!

 

Dr. Mark Sanna is a member of the Chiropractic Summit, the ACA Governor’s Advisory Board and a board member of the Foundation for Chiropractic Progress. He is the president and CEO of Breakthrough Coaching

 

At Scriphessco.com, chiropractors can find the products that they require, easily, conveniently, and affordably. Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options. The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, ScripHessco has been the leading full-service distributor of chiropractic supplies such as Biofreeze and equipment to the chiropractic industry. Rely on ScripHessco to help you serve your patients and grow your business with popular resale items.

 

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How to Make Your Chiropractic Practice Grow

Monday, May 16th, 2016

Mark Sanna, DC, ACRB Level II, FICC

CEO, Breakthrough Coaching

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Building a successful chiropractic practice can be a competitive business. You must continually advance your practice by attracting new patients, maintaining the ones you already have and incorporating new technologies and techniques. This is something you must do continually or your practice will stagnate rather than expand.

 

Win on the Web

There is a high likelihood that your next new patient will search for you on the web even if they have been referred by one of your current patients. Make sure that their first impression of your practice is excellent by hiring a professional web designer to build a website for your practice. Make sure that the content is written with search engine optimization in mind, so prospective patients will find you when searching the web. If you don’t already have a catchy phrase or brilliant logo for your practice, now would be the time to create one. Include well produced, short video clips so that patients can get to know something about you before coming to your practice. Patients come to your practice assuming you know how to do chiropractic, but what they really want is to get to know you and your staff. They want to be welcomed and feel that they have made a good decision on how to spend their hard earned dollars on their health. If they like how they are treated and feel you have their best interests at heart, then they will trust you.

 

Review Your Software

If you are serious about expanding your chiropractic practice, you must be sure the software system you have in place will accommodate the growth and the requirements of electronic records management. If you’re unsure if you have the right software, you will need to review several different systems to determine which will best suit your needs. Practice can become a nightmare if you don’t have the proper software to track appointments, insurance claims, patient records, and payments. The right software should allow you to file insurance claims electronically to save you time and paperwork. A good piece of software will allow you to track your practice, spot trends in services and reimbursement, and help you grow into a profitable practice all at the same time.

 

Market Internally

Internal marketing and word-of-mouth advertising are the best two ways to attract new patients. They are also the least expensive methods of advertising. Word-of-mouth is spread mostly by people who come to you for chiropractic services and are pleased with your work. Patients who are pleased with their chiropractor, typically recommend them to their friends and family members. You can encourage former patients who no longer visit you by reaching out to them with reminder postcards for a check-up or for other services. If you don’t get an immediate response, continue to mail on a quarterly basis. It often takes several contacts before a reminder will spur someone into action. In addition to postcards, write and send a monthly newsletter to all of your patients via e-mail. Include useful information that educates your patients while subtly promoting your practice.

 

Maintain Current Patients

Although it is normal to lose some patients, you can advance your chiropractic practice by maintaining as many as possible. According to expert practice builders, twenty five percent of your marketing efforts should be focused on attracting new patients to your practice. Your main focus should be on retaining your current patients. Make sure that your current patients are satisfied with your service so they won’t think about finding another chiropractor. Build strong relationships with your patients. Chiropractors who focus on their patients and establish strong relationships increase their revenues, even during financially hard times. Make an effort to remember each patient’s personal information and family members’ names to show that you value their business and see them as an important part of your practice. Solicit your patients’ feedback about their experience with your practice and use the information to realize your strengths and fix your weaknesses.

 

Attract New Patients

Even if you have a large patient base, over time some patients will stop coming in for various reasons. They may move, lose or change their insurance or simply decide to try another chiropractor. Play an active role in your community. Performing community outreach by volunteering to speak at schools, service organizations, local employers and other groups is a highly effective way to attract new patients. Give presentations on topics consistent with your philosophy on health and wellness to bring visibility to your practice and promote your expertise.

 

Most organizations won’t mind if you pass out business cards after your talk. Even if you don’t, people who are looking for a chiropractor will remember your presentation and will locate you via your website. Where state laws allow, you can make yourself especially attractive to new patients by giving them a special offer. Offer a complementary consultation or other service and let people know that you will extend the offer to their family members, friends and co-workers. Reward people who refer new patients to your practice. Give them a small item, such as a gift card, for each family member or friend they refer to you.

 

Expand Your Services

One way to grow your practice is by offering new products services. There are many services that are compatible with chiropractic care. Nutritional supplements, orthotics and supports are natural compliments to chiropractic care. Massage therapy, acupuncture and exercise therapy are high demand procedures that fit well in a chiropractic setting.  Research the services that are in demand and determine whether they will be profitable for your practice to offer them.  Be aware of the services that other health care providers are offering in your community to be sure that your practice remains competitive. Review the pages of this and other chiropractic publications on a regular basis to keep up to date on current practice trends.

 

Add New Technologies

One important way to advance your chiropractic practice is to keep your technology up-to-date. This is especially important when a new technique or piece of equipment can help differentiate your practice by making your procedures easier and more comfortable for your patients. For example, you can switch to digital x-rays that can be read immediately and deliver less exposure to radiation. The new generations of hand-held instrument adjusting devices come equipped with auditory feedback signals that indicate to both doctor and patients that a desired level of movement has been achieved. Many chiropractors are finding that laser therapy is an excellent high-tech adjunct to the traditional modalities they offer. The results are well documented and providing laser therapy can create the cutting-edge buzz that helps to grow a practice. Feature your use of technology prominently in your ads and on your website. Send postcards to patients notifying them when you incorporate something new and beneficial into your practice.

 

Focus on Your Patients

Make the choice to establish, build, and retain solid relationships with your patients. Listen to what they want and treat them well. Give them the intrinsic value they seek from choosing your practice. Deliver quality care above and beyond what they expect. The payback for you will be increased patient referrals, more satisfied patients, and greater profitability. It is then that your practice can continue to grow and truly flourish.

 

Dr. Mark Sanna is a member of the Chiropractic Summit, the ACA Governor’s Advisory Board and a board member of the Foundation for Chiropractic Progress. He is the president and CEO of Breakthrough Coaching

 

At Scriphessco.com, chiropractors can find the products that they require, easily, conveniently, and affordably. Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options. The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, Scrip Hessco has been the leading full-service distributor of chiropractic supplies such asBiofreeze and equipment to the chiropractic industry. Rely on Scrip Hessco to help you serve your patients and grow your business with popular resale items.

 

Biofreeze Fall Sale

Wednesday, August 27th, 2014

The Fall Biofreeze promotion has started so stock up now and save. The Presale is going on now and we will ship your order 9/1/14. Free Biofreeze: Buy 20, Get 4 FREE or Buy 38, Get 10 FREE PLUS a Free Bon Vital Massage Kit!

 

incorporate-biofreeze

 

See all the Fall biofreeze promos here.
http://www.scriphessco.com/shop-by-department/promotions/biofreeze-2014-fall-promotion/

 

 

 

 

At Scriphessco.com, chiropractors can find the products that they require, easily, conveniently, and affordably. Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options. The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, Scrip Hessco has been the leading full-service distributor of chiropractic supplies such as Biofreeze and equipment to the chiropractic industry. Rely on Scrip Hessco to help you serve your patients and grow your business with popular resale items.

Biofreeze Spring Promotion

Friday, February 7th, 2014

incorporate-biofreeze

The Spring Biofreeze promotion has started so stock up now and save. The Presale is going on now and we will ship your order 3/1/14.  Free Biofreeze: Buy 20, Get 4 FREE or Buy 38, Get 10 FREE PLUS 3 FREE Flex-i-Cold Cold Packs and 2 product displays!

Did you know….that back, shoulder and neck pain causes 49% of all work absences? Get your patients back to work with Biofreeze!

 

See all the Spring biofreeze promos here.
http://www.scriphessco.com/shop-by-department/promotions/-biofreeze-spring-2014-promotion/

 

 

At Scriphessco.com, chiropractors can find the products that they require, easily, conveniently, and affordably.  Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options.  The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, Scrip Hessco has been the leading full-service distributor of chiropractic supplies such as Biofreeze and equipment to the chiropractic industry. Rely on Scrip Hessco to help you serve your patients and grow your business with popular resale items.

Parker Seminars in Las Vegas

Monday, January 6th, 2014

Join us at the Parker Seminars in Las Vegas – January 2014.  If you are there stop by our booth 309 to hear about our new chiropractic supplies and equipment.

 

Parker Seminars in Las Vegas – January 2014

The World’s LARGEST Chiropractic Seminar is Heading to Las Vegas!

If there was ever a time to experience Parker Seminars, the world’s top chiropractic seminar series, that time is January 9-11 in Las Vegas, where practicing chiropractors, speakers, and coaches from around the world are meeting for our flagship event. It’s PARKER SEMINARS LAS VEGAS 2014, and it’s set to be our biggest, most extraordinary seminar yet!

 

 

At Scriphessco.com, chiropractors can find the products that they require, easily, conveniently, and affordably.  Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options.  The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, Scrip Hessco has been the leading full-service distributor of supplies and equipment to the chiropractic industry.  Rely on Scrip Hessco to help you serve your patients and grow your business with popular resale items.

Citrus II® Hospital Germicidal Deodorizing Cleaner

Friday, December 13th, 2013

Tried and True Favorites

Trusted and loved by Doctors and patients alike.

Customer Review

I have confidence that this really does disinfect; isn’t oily; cleans well; and doesn’t dry out my equipment or my hands! By Joanie

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Citrus II® Hospital Germicidal Deodorizing Cleaner

Citrus II® Hospital Germicidal Deodorizing Cleaner is designed specifically as a general non-acid cleaner and disinfectant. In addition, this product deodorizes those areas which generally are hard to keep fresh smelling. This is a Bactericidal, Virucidal, Tuberculoidal, Fungicidal, Disinfectant and Cleaner.

Cleans, deodorizes, and disinfects surfaces, equipment, and non-critical instruments. A broad spectrum germicidal cleaner, effective as a bactericide, fungicide, and virucide, including Hepatitis B and C, HIV-1 (AIDS) and Tuberculosis, with excellent residual biocide action. It’s also effective against mold and mildew. Great for use in veterinarian offices and clinics, effective against Parvo Virus. EPA-registered, non-alcohol formula contains no toxic chemicals such as phenols or glutaraldehydes, and is tested safe for a variety of surfaces including vinyl and naugahyde. It’s non-acidic, non-corrosive, and non-staining. Citrus II® is ready-to-use so there’s no inconvenient mixing, dilution, or activation required as with concentrates. Refreshing citrus scent keeps the facility smelling clean and fresh.

Biofreeze On The Go Singles

Friday, May 27th, 2011

Biofreeze Singles on the go

The power of Biofreeze while on the go

Performance Health has expanded its Biofreeze® product line with the introduction of Biofreeze Pain Relieving Singles, the perfect complement to at-home and in-clinic Biofreeze applications. This innovative packaging provides the power of Biofreeze in an ultra portable, no mess application providing pain relief—anytime, anywhere. Simply snap open the small pouch, apply Biofreeze to the painful area and continue with daily activities. The new Biofreeze Pain Relieving Singles will be available July 1, 2011.

Three top benefits including:

  • Nothing on the hands.
  • Easy to dispose.
  • Fits anywhere.

“We are very excited to launch this truly innovative addition to our highly respected and effective Biofreeze product family,” stated Jeff Mathers, product manager for Performance Health. “Pain can strike at inconvenient times and inconvenient places, and it’s not always feasible for patients to carry our larger patient-sized Biofreeze products. We encourage hands-on health care practitioners to recommend Biofreeze Singles as a complement the patient-sized products so that patients are protected no matter where they go. This stamp-sized packet fits in a wallet or purse and provides immediate access to Biofreeze pain relief. Even when patients are on-the-go, they don’t have to wait to treat pain.”

Biofreeze Pain Reliever is the number one clinically-used and recommended topical analgesic. It delivers targeted pain relief with the benefits of cryotherapy (cold therapy). Doctors, therapists and patients are shifting toward topical analgesics and away from systemic pain relievers, which can affect the gastrointestinal tract, heart, kidneys and other organs, as well as cognition. Conversely, topical analgesics deliver targeted pain relief with low levels of systemic absorption, which may result in less risk for systemic toxicity and/or drug interaction.

 
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