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Today, in late 2012, prospective chiropractic patients (and people in general) are more skeptical and fearful than ever when it comes to making any kind of buying decision or financial commitment.
And, despite what many chiropractors have been led to believe, the most pervasive reason for poor chiropractic marketing results and response is NOT due to a lack of chiropractic marketing know-how, missing web-based marketing components, outdated tactical marketing methods, or a misunderstanding of sound chiropractic marketing strategy.
Sure, in many cases one or more of those things certainly contribute to a lot of struggle, frustration, and weak marketing results. However, it’s my belief that none of those are the biggest cause.
Most chiropractors fail to experience any significant results from their chiropractic marketing efforts because they grossly underestimate the task at hand when it comes to persuading prospective patients of the benefits of starting a chiropractic care plan.
They don’t take into account the enormous level of skepticism and fear prospective patients have.
Prospective patients are significantly afraid of:
- Making another poor decision…
- Being manipulated by another “sales person”…
- Being forced out of their comfort zone…
- Losing “hard-earned” money and time…
- Buying into hyped-up “bogus” health claims…
- Looking like a fool in front of their family and friends…
- Not possessing the motivation needed to reap the promised benefits…
- Being disappointed once again by another inadequate health provider!
And, to not take that full weight of this skepticism and fear to heart when thinking through and orchestrating your chiropractic marketing campaigns is a MONSTER MISTAKE.
As a chiropractor, you always need to remind yourself of the magnitude of the mental baggage and low perspective prospect patients bring to the table when engaging with your chiropractic marketing communications.
Don’t ever assume the persuasion process will be… or should be… an easy task. It’s not.
4 Elements Needed In Your Chiropractic Marketing
To assuage prospect patients’ fear and skepticism, you must establish significant trust and credibility, provide a preponderance of proof for all claims, and present a truly superior offer to get started with care.
There are several ways to establish trust and credibility in your marketing – I teach our Millionaire Chiropractic Club Members to use over 11 different credibility-building mechanisms.
One of the best ways is to use something called an Education-Based Marketing approach (EBM).
In a nutshell, an EBM approach to chiropractic marketing leads prospective patients through a series of educational content that establishes your authority, expertise, and specialist positioning. And, in the process, separates you from the pack of “commoditized chiropractors” simply “pitching” their services via advertising.
When it comes to proof within your chiropractic marketing, the formula is pretty straight-forward – anytime you make a claim or state a benefit of chiropractic care, you need to back it up with proof. At least one proof element should be used for each claim, benefit, or marketing promise you make. And, the more proof the better.
Lastly, you need to make the barrier of entry as low as possible for prospective chiropractic patients to get started on a care plan. This can be done with a superior offer.
In this context, a superior offer is an offer for new prospective chiropractic patients, that is far and away more compelling and more alluring than what other chiropractors in your area are offering.
(*Note: discounting and low-priced offers for new patients is almost never the best way to go. You hurt your positioning and attract the wrong type of patient.)
When it comes to creating and designing your chiropractic marketing, you need to begin with an understanding of your marketplace and prospective patient concerns, fears, and skepticism.
Remember, today folks are incredibly skeptical. And, have lots of fears.
Your job is to show them why they need not be skeptical of you. Or have those fears as it relates to care in your office.
And, don’t ever… ever… underestimate the task at hand when it comes to your chiropractic marketing.
Nice post. What’s your suggestion for a “superior offer” without devaluing your services?
Ditto! I would like an example of lowering the barrier also. Thanks for all the greaty stuff!
Yes, I too am wondering what an example would be of a superoir offer w/o devaluing our services.
Hey Dr. Joe, Dr. Lee, and Dr. Jenny… I’ll be writing an essay next week on that exact topic. You’ll get an email when it’s published.