If you view a substantial amount of chiropractic advertisements, like I do, you’ll often find most lacking 2 critical elements.

The first is far less lacking, but lacking nonetheless. It’s what we call “credibility boosters”. These are the elements within a chiropractic advertisement that overtly communicate and establish your credibility as a doctor.

It’s not enough, anymore, to simply put D.C. after your name. Every chiropractor has that. Today, you need to communicate all of the various elements that establish and increase your credibility.

For instance:

* How long have you been practicing?
* How many patients have you seen?
* Do you have any “celebrity” patients or patients known by your target market (i.e. local politician, police officer, teacher, business owner, etc.)?
* Have you had anything published?
* Have you had any media appearances?
* Have you contributed to any medical journals?
* Have you won any related awards?

All of these things help to communicate a greater level of credibility behind whatever it is you’re communicating to prospective chiropractic patients (and current patients).

But, credibility alone is NOT enough.

You must also communicate your “chiropractic track record”.

And, in most cases, this has a greater impact on prospective patients than the “credibility boosters” alone. Because track record communicates how chiropractic care with you, in your office, has actually delivered the sought-after benefits to patients.

In other words, what your track record shows prospective patients is your history of helping patients achieve positive outcomes, and lends proof to the claims of benefit you should be making in your chiropractic advertisements.

For instance:

* How many patients rave about chiropractic care with you?
* How many patients no longer have back pain thanks to you?
* How many patients no longer have neck pain thanks to you?
* How many patients don’t get sick as often now that they get care with you?
* What percentage of your patients enthusiastically refer family and friends because they benefit so much from your care?
* How many patients have you helped quickly recover from an accident or injury?

The objective behind proving your track record is to give prospective patients confidence that they can experience the benefits you’re telling them they’ll experience with chiropractic care in your office… just like so many others have before them.

Remember, it’s one thing to claim you can provide the benefits prospective patients are looking for. It’s an all together different thing to provide proof (track record) that you’ve done it for many, many folks before them… and are still doing it ever day even now.

Think of it like this:

When you’re interested in buying a new vehicle, a simple explanation by the sales-person of how great the manufacturer is, isn’t enough. You want to see some proof of how great they are (credibility boosters). But, you also want to see proof (track record) of how reliable the vehicle is. What’s it’s track record?

Same goes for you and your chiropractic advertisements.

Provide proof of your credibility and proof of your track record, and watch as your chiropractic advertisements attract a heck of a lot more prospective patients into your office.

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