Updated: This post was originally published on June 22, 2017 and has been refreshed as of February 5, 2020.
It’s no surprise that all chiropractic practices are unique—from those who have their own office to chiros who work with many others. Location, available hours, and pricing also play a factor. But have you ever thought about your office being unique because of its marketing?
Here’s a list of several “Marketing 101” steps to help engage prospective patients and grow your business.
Patient engagement doesn’t end after an appointment. Having an online social presence is a must for any business, especially chiropractic practices. It’s important to take time developing your online voice and patient engagement with regular updates to Facebook and Twitter. By keeping your social pages active, prospective patients may see your level of engagement as a positive endorsement, helping to legitimize your brand and prompting them to reach out.
Also, don’t forget about reviews! People all over love to socialize, so don’t leave positive reviews to word of mouth. Instead, get the word out about your practice by encouraging long-time patients to write reviews on Yelp or Facebook. Consumers rarely make big purchases without doing some online research first, and one’s health is a large investment that deserves extensive attention.
HIPPA & Social Media
When engaging in social media, be mindful about HIPPA compliance. All protected health information must be kept confidential, including a patient’s social media handle, so when responding to patients, the best rule is to take it offline.
Receive a complaint? Respond with:
“Thank you for contacting us. Please call the office at _____ so we can discuss this further with you.”
Remember: Posting patient photos without consent is also a violation of HIPPA. Be sure to do your due diligence beforehand to keep you and your practice in the clear. For more information, check out the HIPPA Journal article, “HIPPA Social Media Rules.”
Like social media, the quality of your website is another essential to your online presence. It’s not enough to have a website—your website must be active, up to date, and full of valuable content prospective patients are after. It also needs to be visually appealing and compatible for mobile. More and more people are searching for information via their phones, so your site must be mobile friendly to capture a wider audience.
If you choose to hire an agency to design and host your website, ask about other services they offer, like search engine optimization (SEO), that will help your website rank highly in organic search results.
Additions to Your Retail Section
No matter if you currently have a small retail section or you’ve been hesitant to start one, boosting retail efforts is never a bad decision. The following list provides you with a general idea of what happens when you take the step toward surrounding patients with the tools to accomplish enhanced wellness:
- Improved patient outcomes
- An extra revenue stream for your business
- A reputation as a health and fitness expert in your community
Certain times of year can bring with them a reason for a discount. The holiday season and summer months give you a reason to offer 10%–15% off a product without impacting your revenue too much. A small discount, advertised with professional-looking signage, can loosen the strings on a patient’s pocketbook and be the push they need to try a new item they’ve had their eye on.
Always ask yourself, “Would I buy an automobile from a salesperson who’s never driven a car?” Your patients will want you or your staff to be knowledgeable about the products you retail before making a purchase. If you’re able to answer their questions with regards to utilization, technique, and expectations based on past experience, then your patients will feel empowered to make a purchase.
Create an account with MeyerDC today or contact your personal account manager at 1.800.472.4221 for more information.
“HIPAA Social Media Rules.” HIPAA Journal, 8 July 2019, www.hipaajournal.com/hipaa-social-media/.
Roesler, Peter. “5 Benefits of Social Media Business Owners Need to Understand.” Inc.com, Inc., 8 Sept. 2014, www.inc.com/peter-roesler/5-benefits-of-social-media-business-owners-need-to-understand.html.