Marketing for a Digital Age

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Chiropractors today face some serious and significant challenges that professionals in the past never had to deal with. In addition to updating their databases with new chiropractic software, individuals now have to figure out just how to market their services effectively in this new, digital age. This century is vastly different from the last, and any chiropractor should recognize that. If you are going to stay competitive, you need a more updated approach to pull in business. The best way to view these changes is by seeing them as opportunities to shine. Simply having new chiropractic software is not enough. You have to know how to go out and target prospective clients as well.

Let's talk about some of the new age marketing techniques that individuals in this field should keep their eye on. The digital age of marketing has made the internet not only a place where you get information, but also where individuals spend more of their free time. While advertising on radio, television, and in newspapers might have been the best way to do things in the past, the internet has taken their place in a big way. With that being said, some chiropractors might be unfamiliar with these new age techniques and their benefits.

The Power of a Clinic Website

If you are going to attract clients to fill up the empty spaces in that new chiropractic software, then you'll probably need a website. These days, prospective consumers look at websites as not only a place to find information on a given business, but also as a sign of legitimacy. More and more companies are putting up sites to introduce themselves to customers, so today's potential client will want to know that you have one. Though it might not be fair and it might not be reflective of reality, having a website is a sign that your business is legitimate and trustworthy.
The better way to look at online marketing is as an opportunity. It is like an extended handshake, whereby you get to introduce yourself and your practice to the client. You get to highlight your strengths and start to build trust. These things will ultimately prove quite valuable down the road, as the client will be more likely to call you for a consultation if they learned a lot about you from the website. With how easy it is for a person to click on and off of your site, it's important that you have a digital home that is both inviting and informative for folks who need information on chiropractic services.

Drawing People to Your Site

Marketing in the digital age is about much more than just having a run of the mill website to funnel people towards. Though it will be nice to hand out cards with a website and an e-mail address for them to reference, your best use of a website is to use it to pull people in. The internet is full of people who are looking for solid businesses in a host of different categories. Some of them are looking for simple things like the next best restaurant. Some of them, however, are searching for something more advanced. They have been experiencing back pain for a while and they want to know about their options.

This is where you can use the power of search engine marketing to draw people to your site. If you develop content for your site that features buzzwords for the chiropractic industry, your site will rank high in the search engines. This means that when a person types in something like "best chiropractor" into Google, your practice will be one of the top results. This strategy is called keyword marketing, and it's one of the essentials of today's digital age. The nice thing is that if you can produce this type of content for the site, then search engine marketing and keyword marketing is completely free. Even if you are unable to do this for yourself, having it done is relatively cheap in today's marketing world.

Cost-effective Marketing

Most chiropractors know the industry as one with many costs. From the chiropractic software that you choose―to the costs of insurance, you should immediately recognize that running a solid practice is not cheap today. For this reason, many in the industry shy away from new things like marketing because they represent monetary risks with no promise of positive returns. By using digital marketing techniques this cost is lessened, as it does not cost all that much money to bring people to your site. It's a risk-free way to produce more interest in what you have going on. If a person goes to your site and likes what they see, then you have another client. If not, then you've lost very little.

This is much different from the popular marketing methods of old, which have typically included commercials on television that were both expensive to produce and expensive to run on local channels. More and more people are staying on their computers, and with so many laptops coming out in this day and age, people are taking the internet everywhere. Even the newest phones hitting the market have the internet now, so you cannot afford to be left out of the race. Smart businesses in just about every industry are updating their marketing approach, and it can really pay off to be on the cutting edge of this movement in your particular field.

Summarizing the Digital Marketing Movement

Things might seem intimidating at first, but learning and exploring some of the possibilities out there makes a lot of sense. Just like implementing new chiropractic software can help you run more efficiently, putting together an enhanced digital marketing plan can make you more competitive on the whole. You will be glad that you took the dive and the costs that you save will help you operate in the black over the coming years. Add to that the fact that you can shed some of the old, cumbersome marketing requirements, and it clearly becomes the most sensible path to take.

Dr. Michael Failla is the CEO and Co-owner of Integrated Practice Solutions, the makers of ChiroTouch. Dr. Failla graduated from Life University College of Chiropractic in Atlanta, GA and went on to run a highly successful chiropractic office in Seattle, WA,  for 25 years. He sold his practice in 2007 and continues to promote health and wellness by helping chiropractors run streamlined and successful practices with more time for their patients and less time with their paperwork. Go to for more information.