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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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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

0250001L

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.

Hollywog WiTouch Wireless TENS Unit

Friday, October 5th, 2012

Hollywog WiTouch Wireless TENS Unit FAQ’s

1. What is TENS?

TENS (Transcutaneous Electrical Nerve Stimulation) is a noninvasive, drug-free method of controlling pain by the transmission of electrical stimulation to the body’s nerve or muscle fibers through the skin.

2. How does TENS work to relieve pain?

Pain relief or suppression is achieved by:

Suppressing the transmission of pain in nerves (Gate Control Theory) and Increasing the discharge of the body’s endorphins, which reduces the sensitivity to pain in the central nervous system (Opiate Release Theory)

3. How does the WiTouch provide pain relief?

WiTouch’s exclusive and patented stimulation waveform incorporates BOTH clinical theories – Gate Control Theory and Opiate Release Theory – of TENS to provide pain relief. You may feel relief as soon as you start the device, and you may feel pain relief as long as 3-4 hours after use.

4. Can I use WiTouch if I am pregnant?

No. The safety of nerve stimulation has not been established during pregnancy; therefore do not use this device if you are pregnant, or suspect that you are pregnant

5. How long can I wear my WiTouch?

WiTouch can be worn all day. The device does not have to be removed between stimulation treatments.

6. Can I use the WiTouch on another body area besides my back?

No, WiTouch is designed specifically for the treatment of back pain. WiTouch was designed to specifically fit the back and will not fit other body areas to allow performance. WiTouch can be used on the lower back.

7. Can I use the WiTouch in hot and humid conditions?

Hot and humid conditions can affect the adhesion properties of the WiTouch gel pads, so care should be taken in such conditions. Heat and humidity will not affect the operation of the device.

8. Can I wear my WiTouch while sleeping?

No, WiTouch should not be worn while sleeping.

9. Can I wear my WiTouch while driving?

No, WiTouch should not be worn while driving, operating heavy machinery or any other activity in which electrical stimulation can put you at risk of injury.

10. Can I use WiTouch when I am working?

WiTouch can be worn at home or at the office, but it should not be worn in work settings in which heavy machinery is operated or any situation in which electrical stimulation can put you at risk of injury. WiTouch should not be worn during strenuous physical activity as this may affect the proper adhesion of the device.

11. Can I share my WiTouch with someone else?

WiTouch gel pads are single person use and should not be shared between people. The WiTouch device can be used by other people with proper cleaning of the device and new gel pads applied.

12. Can I use a WiTouch if I have a pacemaker or other medical implant?

No. Do not use this device if you have a cardiac pacemaker, implanted defibrillator, or other implanted metallic or electronic device. Such use could cause electric shock, burns, electrical interference, or death.

13. My WiTouch is not working when I press the remote.

The main device is OFF and should be turned ON. If you receive yellow blinks on the remote when the START button is pressed, the remote control is not able to communicate with the device. Note the main unit automatically shuts OFF after 2 hours of inactivity.

14. Why is the LED blinking yellow?

Change your batteries. The blinking yellow indicates low battery.

15. What if I lose my remote control?

WiTouch cannot be operated without the remote control, so you will need to order a replacement remote control.  Replacments can be ordered from Core Products and will include instructions on how to pair the new remote to your device. WiTouch Pro can be operated without a remote control, so you can continue using the device.

16. What kind of batteries does my WiTouch use?

The WiTouch device uses 2 AAA batteries. The remote control uses 1 CR2032 lithium coin battery

17. How often do I have to change the batteries in my WiTouch and remote?

The 2 AAA batteries in the WiTouch device will last for approximately 150 treatments, depending on the intensity.  The remote control CR2032 battery will last approximately 1 year.

18. How do I clean my WiTouch?

WiTouch should be gently wiped clean with a damp cloth and mild soap. All soap residue must be removed before use. DO NOT submerge or immerse the device in water or other liquids as it will damage the device.

19. How do I store my WiTouch?

WiTouch should be stored in the storage box included with your device. If the device is being stored for a short time between uses and the gel pads are still applied to the device, the green protective liners should be applied to the gel pads before storage. If the device will be stored for a long period of time, the 2 AAA batteries should be removed from the main device.

20. What is the warranty on the WiTouch?

The warranty is 1 year assuming normal wear and tear. (NOTE: WiTouch should not be submerged in water or worn while showering)

21. Do I have to use the Gel Pads?

Yes, the WiTouch device can ONLY be used with the gel pads designed specifically for WiTouch. Attempted use of WiTouch without WiTouch Gel Pads can result in skin irritation or burns.

22. Where can I get new WiTouch Gel Pads?

You can purchase new Gel Pads from the same location you purchased your WiTouch device. You can also check your local chiropractor, DME or call Core Products Customer Service at 800-365-3047.

23. Why are my gel pads not sticking?

Gel pads will stick for 3-5 applications on average. The number of applications depends on skin preparation and skin type. Excessive oil, moisturizers and perspiration will affect the gel pads’ ability to adhere properly. You should always clean the treatment area with soap and water before applying your WiTouch to ensure optimal adhesion.

24. How many times can I use the gel pads?

The number of uses you can obtain from gel pads will vary, primarily due to skin preparation. Each time WiTouch is removed from the back, dead skin cells are removed adhered to the gel pads.  Over time, the accumulation of this “skin cell debris” diminishes the gel pads’ ability to adhere. Insufficient skin preparation will also affect gel pad adhesion.

25. How often do I replace the gel pads on my WiTouch?

The gel pads should be replaced on your WiTouch when the adhesion diminishes. This will vary person to person and depending upon skin preparation, but 3-5 applications is typical.

26. Why can I see some of the “black” from the WiTouch electrodes on my fingers?

The black residue you may see on your fingers from handling the Hollywog WiTouch device is from the conductive carbon element within the electrodes. The residue is normal and can be wiped away.

Introducing the InTENSity Line of Electrotherapy Units

Friday, January 14th, 2011

Current Solutions has come out with a new line of electrotherapy products! The series of InTENSity digital devices includes the InTENSity IF Combo unit, the InTENSity Select Combo unit, and the InTENSity Twin Stim III unit. These devices combine innovation with a user friendly interface. This line of electrotherapy tools provides patients with the best chance at getting the right therapy. These modern tools all share the same beautiful design and come standard with an AC Adapter. Not only is this line of digital devices innovative and easy to use, but it is also shockingly affordable!

The InTENSity IF Combo combines TENS and Interferential, providing the best option for patients in need of a treatment that is stronger than a typical TENS unit. The IF Combo unit has four modes of TENS and four modes of Interferential, providing relief for patients with even the most pain. This device is 105mA strong and comes standard with an AC adapter.

InTENSity IF Combo TENS Interferential
Wave Form Monophasic Square Biphasic Square
Pulse Rate 1-150 Hz 4 kHz
Pulse Width 50-300µs 125µs; phase duration: 250µs
Output Voltage Constant Current Constant Current
Current 0-105mA 0-105mA
Modes 4 4
Timer 1-60 constant 1-60 constant, IF Frequency 1-150 beats
Adapter DC 9V/1.2A Adapter 9V

 

The InTENSity Select Combo unit is powerful, user friendly, elegant and portable! This unit has four waveforms, allowing you to treat multiple musculoskeletal issues. This inventive device combines TENS, EMS, Interferential and Microcurrent. The Select Combo unit is 105mA strong and comes with an AC Adapter.

InTENSity Select Combo TENS EMS Interferential Microcurrent
Wave Form Monophasic Square Biphasic/monophase square wave pulse Biphasic Square Monophasic Square
Pulse Rate 1-150 Hz 1-150 Hz 4k Hz 1-150 Hz
Pulse Width 50-300µs 50-300µs 125µs; phase duration: 250µs 2-200mS
Output Voltage Constant Current Constant Current Constant Current Constant Current
Current 0-105mA 0-105mA 0-80mA 0-700µA
Modes 4 3 4 3
Timer 1-60 Constant 1-60 Constant 1-60 Constant, IF Frequency 1-150 beats 1-60 Constant

 

The InTENSity Twin Stim III unit combines TENS and EMS therapy. This beautiful, easy to use device is an industry leading 105mA and comes standard with an AC adapter.

InTENSity Twin Stim III TENS EMS
Wave Form Monophasic Square Biphasic/monophase square wave pulse
Pulse Rate 1-150 Hz 1-150 Hz
Pulse Width 50-300µs 50-300µs
Output Voltage Constant Current Constant Current
Current 0-105mA 0-105mA
Modes 4 3
Timer 1-60 Constant 1-60 Constant
 
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