What Target Audience Does Your Chiropractic Advertising Aim For?
November 3rd, 2009 Filed under: Uncategorized — Advertising Author
Sounds like a strange question doesn’t it? However, it could prove to be very informative when trying to figure out why you’re not seeing many new patients. Below are four types of patients. Every one of those could come to you for their chiropractic care for various conditions and needs.
Men
Women
Children
Elderly
The groups can be sub categorized even more if needed, but that’s not necessary. The point is, if your chiropractic ads were liken to a game spinner, divided into groups, with a flick of the finger, what area would the arrow point to, would it stop and point to just a gender or age group?
There are some conditions that will crossover the gender and age divisions. For instance, sports related injuries could be categorized under men, women and children. Headaches and sciatica might not encompass children, but an ear infection would. So if your chiropractic advertising points to conditions and not just specific groups, you’re probably already ahead of the competition.
Here’s the opinion of some, “Every doctor has a specialty.” While there are specialists in the medical arena, it is a fact that chiropractic is already a specialty. Now, is chiropractic even more divided than that? While there are two specific chiropractic associations and each have their philosophies, they both share the same goal. So the answer would be no, chiropractic is not divided into specialties. Could it be? I guess and some chiropractors will define their practice by doing that. Should they do that? No and here is why. If you are a chiropractor that only “specializes” in sports injuries, sports rehab and athletes, that would be fine. But wouldn’t you be missing out on caring for other patients that don’t consider themselves “athletic”? Yes, you would. That would be like going to a health club that only has treadmills… no weights, pool or aerobic work outs.
If you only treated children, then who would treat their parents? Would you suggest that they see another chiropractor even though they are bringing their children to you? Or the elderly, if your practice was strictly built around geriatric patients, you might be busy, especially since the boomers are abundant these days. But you would still be missing out by not seeing other ages with the same conditions and your practice would be unbalanced, some might think you were exclusive. Do you think you would be seeing a continual flow of new patients with that reputation?
If you marketed your practice like this, it would be called “brand” marketing. This would not be good for your practice in the long run, as we all know that a brand is permanent. I would say leave the “specialties” to the medical field and embrace your freedom as a chiropractor to see a variety of patients that all experience various problems, but they all have these things in common; the spine, the nervous system and the ability to choose you as their chiropractor, regardless of their age, gender or lifestyle.
Cindi invites chiropractors to discover freedom, profits and success in their practice. Receive a free 62 minute MP3 audio revealing what’s working best with chiropractic advertising, simply go to: http://www.ultimatechiropracticads.com
