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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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Share Your Values

Friday, April 15th, 2016

Mark Sanna, DC, ACRB Level II, FICC

CEO, Breakthrough Coaching

New 2014 BTC logo

Share your #1 value on a regular basis: your ideas about health and your profession – the outcomes you desire for your patients and practice. Your number one value drives what you expect from your employees – their job descriptions. It also drives what you expect in terms of work load and production – your practice statistics. Only once you have communicated your number one value and have confirmed that your team members understand your number one value, have you created the basis for trust.

All of the studies say that patients leave their healthcare providers because they don’t trust them. Establishing trust begins with a patient’s first visit. Just as with your practice team, communicate your number one value (your ideas about health and your profession) with your patients. Your number one value includes the outcomes you expect for your patients in terms of their behavior – that you expect them to comply with your recommendations. It also includes what you expect in terms of production from your patients – their referrals. When you communicate your values with your patients, you give yourself the gift of patients who support your vision. Share your #1 value as part of your routine – include it in the paperwork, welcome letter, practice brochure, and mission statement that new patients see when they come to your practice. Your paperwork is not just an exercise in organization – it’s a way to share your values.

Become a master at uncovering the common denominator – those shared values which create the bonds of trust that enable others to align their values with yours. In a value sharing environment you get out what you put in. Commit to sharing your values and you will pass the ultimate test – you’ll experience the compelling difference the bonds of trust make in your practice and personal relationships.

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.

 

 

Consider the DC-MD Practice

Monday, March 14th, 2016

Consider the DC-MD Practice

Mark Sanna, DC, ACRB Level II, FICC

CEO, Breakthrough Coaching

New 2014 BTC logo

Consolidation and integration. Once considered phenomena, now are marked trends in the healthcare industry. Market forces and decreases in revenue are driving practice consolidation within chiropractic — a movement already familiar to the medical community where less than 30 percent of medical doctors remain in private practice.

In chiropractic, the solo practitioner will soon be equally rare. Economic reality demands — and rewards — diversification of patient services, a kind of one-stop healthcare experience for patients.

Despite economics and trends, you may be wrestling with the decision to convert to a multi-disciplinary practice. Allopathic medicine has traditionally been at odds with chiropractic. How can the two philosophies coexist in one clinic? If these are your worries, rest assured: It is indeed possible for you to establish a multi-disciplinary practice that honors the art, science and philosophy of the chiropractic profession.

In the DC-MD practice, the healthcare delivery team communicates regularly with each other about each patient. This team approach allows the practice to maximize benefits to your patients by offering a broader scope of services that those available in a stand-alone medical or chiropractic clinic and delivers these services in an efficient and cost-effective manner. Chiropractors have been attempting to change the healthcare system from the “outside in” for over a century. Now is the time for you to heed your own philosophy and realize that health comes from the “inside out”. Converting your practice to a DC-MD multi-disciplinary facility is a way for you to insure that the profession of chiropractic is robust and thriving for future generations to come.

Click here to learn more about 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 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.

ScripHessco Announces Successful Events: 8th Annual Professional Football Chiropractic Society’s Continuing Education Seminar and First Annual Chiropractic Combine

Wednesday, March 12th, 2014

ScripHessco, providers of high quality chiropractic equipment and supplies, announces the success of two key chiropractic events in February. The Company served as the 2014-2015 title sponsor for the 8th Annual Professional Football Chiropractic Society’s (PFCS) Continuing Education Seminar. In addition, the two organizations collaborated during the NFL Scouting Combine in Indianapolis to launch a popular new networking event, Chiropractic Combine, which brought chiropractic students and doctors together to meet in a social setting to discuss trends in sports chiropractic, open chiropractic positions in sports and professional football, and available associate positions within the field.

PFCS Logo“Through their work with world class athletes, NFL players, and educational seminars, the PFCS has made significant contributions to advance awareness of the importance and healing nature of chiropractic – a cause that drew considerable attention because of these two important events,” says Kray Kibler, CFO, ScripHessco. “This year, speakers focused on traumatic shoulder injuries, concussions, injury prevention and improving concussion communication in youth sports. The PFCS is committed to providing consistency among constituents, taking the best practices from each alliance and creating a template to apply to chiropractors who work with other pro sports.”

Alan Sokoloff, D.C. for the Baltimore Ravens and former board member of PFCS, states, “This year we were pleased to introduce the Chiropractic Combine, a one-of-a-kind event that was made by possible by ScripHessco, an industry leader that fully supports chiropractic. In professional football, chiropractic has grown to be an essential part of the health care team for wellness, improving sports performance, and enhancing injury rehabilitation for all athletes.”

ScripHessco is the leading supplier to the chiropractic profession, offering an unparalleled selection of supplies and equipment for a one-stop shopping experience, as well as value-added services that help chiropractors improve their patient outcomes. ScripHessco has a long history of providing support to the chiropractic community through its contributions to the Foundation for Chiropractic Progress, American Chiropractic Association, various industry organizations and associations, educational institutions, and the PFCS.

Kyle Prusso, D.C. for the Oakland Raiders and president of the PFCS, adds, “We’re grateful for ScripHessco’s support, and expect to build upon this year’s excitement to build buzz around next year’s events.”

About ScripHessco
ScripHessco, member of the Scrip Companies family, provides equipment and supplies to complementary and alternative medicine (CAM) professionals and offers the broadest selection of chiropractic products, including the largest variety of reconditioned adjusting tables in the world. ScripHessco offers exceptional customer service, promotes wellness initiatives and serves as an educational resource for the benefit of its customers and also is the only national company to offer regional sales representation. Visit www.scriphessco.com.

Lower Limb Biomechanics & Orthotic Treatment Workshop

Tuesday, February 18th, 2014
2014 Orthotics Workshop

One-Day Workshop
Lower Limb Biomechanics & Orthotic Treatment

Brian Hoke, DPT, received his degree in Physical Therapy from Indiana University and earned his post professional Doctor of Physical Therapy degree from Boston University. He is board certified as a Sports Clinical Specialist by the American Board of Physical Therapy Specialities. In addition to lecturing extensively in the US and Internationally, Brian is co-owner and Director of Atlantic Physical Therapy, a private practice in Virginia Beach, Viginia.

 
TOPICS:
The Rear Foot: Nature versus Civilisation, the Gait Cycle, Triplane motion, the Subtalar joint – what is it, where is it and what does it do? Biomechanical dysfunction in relation to common conditions; plantar fasciitis, Achilles related pain, shin splints, knee pain, low back pain and leg length discrepancy.

The Fore Foot: Evaluation: fore foot/ rear foot relationship, mid tarsal joint, common conditions: metatarsalgia, Morton’s neuroma, fore foot varus/valgus, plantar flexed /dorsi flexed 1st ray.

Sagittal Plane: Biomechanics and function – The Rocker theory, Hallux limitus/rigidus, Functional Hallux Limitus (Fhl) evaluation and treatment.

Practical: Subtalar neutral, heat moulding, fitting, posting and patient compliance.

COURSE OBJECTIVES:
Attendees will complete this course with a thorough understanding of:
• Biomechanical terminology of the foot and lower limb.
• Assessment techniques for the rear foot
• Diagnosis and treatment of common lower limb biomechanical related conditions
• Understanding of the Gait cycle
• The importance of 1st ray function
• Subtalar joint function
• Heat moulding and fitting orthotics
• Posting techniques
• Fine tuning orthotic prescription
• Patient compliance
• Valid for 6.5 CME’s for DC’s

For more information and to register:
Visit www.vasylimedical.com/seminars or call Rainy Cooper on 888-882-7954

To view, and print this information in pdf form, Click Here!

 
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