Why Multi-Channel Chiropractic Marketing

Posted by Todd Brown

Reading time: 4 – 6 minutes

If you’re a chiropractor and you’re not currently using multi-channel chiropractic marketing to grow your practice, you’re getting left behind. Multi-channel chiropractic marketing is really nothing more than delivering your practice’s chiropractic marketing message via a number of different channels, such as email, direct mail, voice broadcast, print and so on and so forth.

The first thing that I want you to understand is that prospective patients—individuals in general—prefer to consume information in different formats. Some people love to read email. Some people despise email and only read printed material. Some people hold a higher level of credibility for direct mail than they do for anything found online.

Other people like to listen. It’s why there’s a huge rise in the popularity of online podcasts. Many people like to view videos, DVDs, online videos.

If you’re not leveraging a variety of different channels in your chiropractic marketing, you’re missing out on all the individuals who don’t typically consume information in the only format that you’re using. If you’re only using email chiropractic marketing to promote your chiropractic practice, for example, you’re missing out on all the individuals that don’t typically consume information via email. And if you’re only using direct mail, you’re missing out on all the individuals that don’t typically consume a large quantity of their information from direct mail, but instead consume their information online, from a Web page, for example.

So it’s important for you to understand that when you use multi-channel chiropractic marketing, you’re actually delivering almost the same marketing message—just over a variety of different chiropractic marketing channels—to make sure that you’re giving everybody the format from which they would typically consume the information.

The second thing is that a chiropractic marketing message delivered in multiple channels is more credible. A prospective patient that gets an email from you, but then gets a direct mail piece from you and maybe then sees something about your practice in a small space ad, is going to see your chiropractic marketing message as a lot more credible than if they only received messages from you through one channel. When prospective patients get a chiropractic marketing message in a variety of different channels, it adds more credibility to what the message is saying.

This is incredibly important—it’s a huge gold nugget if you grasp this—that patients who respond from multiple channels typically have a higher lifetime value. That means that patients that respond to chiropractic marketing messages from a variety of different channels for one of your practice promotions—those patients are going to be statistically worth more to your practice than just a patient who responded to the small space ad and no other channel.

And for this reason alone, you should be using multi-channel chiropractic marketing. Not only does it provide your chiropractic marketing message in a variety of formats for people to consume information in a variety of different ways; not only does it lend more credibility to your message, but by using a multi-channel chiropractic marketing system in your practice, you’re able to acquire and develop patients that are worth more to your practice than if you were only using a single channel.

Plain and simple, multi-channel chiropractic marketing increases response. It makes you more money. A multi-channel chiropractic marketing campaign will get you more new patients. It will get you more referrals. It will increase response. It will generate more of whatever it is that you’re trying to generate when you use multiple channels, compared to when you’re only using one channel.

So I suggest that you take a step back and you ask yourself how many channels you are leveraging right now. Are you using the Internet? Are you using email? Are you doing search engine marketing for your practice, for your Web site? Are you doing any kind of teleseminars for educational purposes? Are you using direct mail? Are you using small space advertising? What are the different channels that you are using?

Your goal should be to leverage twelve different chiropractic marketing channels for any campaign that you’re using in your chiropractic practice. I promise you, if you do, the results that you’ll reap from any chiropractic marketing campaign will shoot through the roof. You’ll be astounded by what adding a small handful of additional channels can do for even a currently lackluster marketing campaign. Add in multiple channels, and again, response will shoot through the roof.

Tags: chiropractic website, chiropractic video, chiropractic marketing