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Rocket Chiropractic Podcast for Chiropractors
Chiropractic Marketing Q&A: Key to Marketing, $29 Deals, and Chiropractic Education
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Welcome to another episode of the Rocket Chiro Podcast, the go-to business and marketing podcast for chiropractors. In this Q&A episode, Jerry Kennedy dives into three key questions about chiropractic marketing. Whether you're navigating Google...
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All right, guys, welcome to another episode of the Rocket Chiro podcast, the business and marketing podcast for chiropractors. We're going to do a little bit of a Q and A today, and I had three questions that I'm going to answer that have to do with chiropractic marketing. If you want to submit a question for the podcast, you can go to Rocket Chiro to the contact page, and there's a form that you can fill out there. I get a lot of questions about chiropractic marketing, and one of the things that I sort of took a lot of different ideas with questions that I get asked, and I put it together into a question that is, you know, what's the key to marketing? And the reason that I sort of made my own question out of these questions, because people ask about social media and they ask about Google Ads. They ask about search engine optimization, they ask about, you know, billboards and, you know, sending things through the mail and whatever. And the thing that is really, really important to understand when you're gauging, when you're putting marketing together and you're trying to get people to come into your practice, whether you're deciding what to do and not do, whether you're deciding if what you're paying for is working, the most important thing to understand is that the key to your marketing is interaction. That's the most important thing. Even from a search engine standpoint. It's like we can put together a website for you that has your right keywords, and you can talk about backlinks, and you do all of this stuff. But if nobody interacts with your Google business profile, and interaction with your Google business profile could be asking a question. It could be spending time on there looking at your videos or looking at your images, leaving a review is interaction with your Google business profile. Even people going to your website ads are the same way. Like, if somebody is. If people are interacting with your ads, those ads become cheaper. Actually, like, Google essentially rewards you for having high interaction on your ads, which is sort of backwards. Like, you would sort of think that, like, well, if you have a bad ad, you shouldn't pay for a lot for a bad ad, but you actually do. You pay more for a bad ad than you do a good ad because that interaction is rewarded and it drives the. It drives the. The cost of the ad down. And if you think about it from Google's perspective, if we're just talking about Google, Google is trying to provide the best possible experience to their users because they want people to keep coming back. They can't sell ads if people don't keep coming back. And so it's really important that people have a great user experience on Google, which means that when people are interacting with your business, interacting with your ads, or interacting with your website, that's evidence to Google that you are providing value to their people and they're having a good user experience. So that's why that activity is rewarded. But the same thing is true for social media. Chiropractors sometimes will ask the question like, well, what type of content should I create? You should create the kind of content that gets interaction from your people. Like that's the thing you have to understand. And this is one of the reasons that I emphasize that canned content, like content that's just sort of like generic quotes and generic chiropractic stuff and generic whatever, like that stuff doesn't work very well. And the reason it doesn't work very well is because people don't interact with it very much. And a lot of times chiropractors will ask me like how much should I, how frequently should I post? And you're really asking the wrong question. You need to ask like, what is content that my people are going to interact with? Then once they start interacting with it, then you can post frequently. And frequent posting is great if people are interacting with it. So just understand that all of your marketing online, offline, whatever, even a billboard, like a billboard is great. But if, let's say I'll give you like a silly example and then we'll kind of move on to the next question. If you were to pay for an amazing, if you got an amazing deal on a billboard, it's the most amazing graphic, the most amazing call to action. It's just incredible. It's incredible deal, incredible space, it's a no brainer thing, but it's 100 miles away from your office. It doesn't help you because the people that are seeing it are not going to be interacting with it because it's like, well, they don't want to go to a chiropractor 100 miles away. So the amount of interaction you're going to get, even though it's a great deal, even though it's a great graphic, even though it's a great everything, it's off because you're doing it in a way and you're putting it in a place where the interaction is going to be low because that's too far away for 99.999999% of chiropractors. So just Understand when you're doing your marketing. And this is one of the things I take pride in when I do websites for chiropractors is I take pride in creating a website that has a good user experience that makes it easy for people to navigate and get them to a place where they're going to schedule the appointment. And it makes that process easy. That's super important because all the best marketing in the world is, is useless if they get to the point of scheduling. And then it's such a headache and such a hassle and such a problem, and the user experience is so bad that it undermines the interaction, which in that case, the interaction would be schedule an appointment. So just understand with your marketing, the interaction is key. Next question is, what do I think about deals? And this gets asked to me a lot of different ways because people ask me about the $29 chiropractic first visit or the, you know, when I do websites, they'll ask me about, do I need to do a new patient special, Do I need to have a discount? Here's how I feel about deals. One is, I'm not against them. If you want to run a deal and it works for your practice and you like it, you like the result, things like Groupons were popular back in the day. I don't think that's. I'm not even sure if that's a thing anymore. But, like, this is a thing. The thing I want to emphasize when I talk about, like, how do I feel about deals? Is that I want to come back to a principle of dealing with people. And that is what you did to get them is what you're going to have to do to keep them. The downside of a deal is if somebody comes to you purely because you're the cheapest, at that point you're a commodity. And at that point you have to remain the cheapest. You can't charge them $29 and then like, their next visit is going to be a hundred. Most people aren't going to make that jump. Some people will, but most people won't. And so I think a really good marketing principle that really goes beyond should I do a deal or shouldn't I do a deal? Is this idea that what you do to get them is gonna have to be what you do to keep them. And as long as you keep that in mind, this is one of the reasons I like to emphasize things like reviews, online reviews and reputation management, building authority within your community. Even chiropractors that are doing, getting popular online on Instagram, and whatever. They're building authority and credibility, and people are coming to them because of that authority and credibility. They're not coming to them because of, like, oh, it's only 20 bucks. They're coming to them for a different reason. And because that chiropractor is continuing to provide that high level of care or that entertainment or whatever it is that they're doing, you have the opportunity now to keep that person, because what you're doing to keep them and what you did to attract them, those things are consistent. The issue with deals, when you're cutting deals with people, is that sometimes it's. It's just hard to keep people when they came to you because of a deal. Um, this is actually. And this is the last thing I'll say about this, and then we'll move on to the last question. Um, there's even a thing within, like, the restaurant industry where they have found that people are more likely to respond like, come back again for another. I don't want to say, visit another dinner, another whatever. And they're likely to pay for it. They're more likely to do it if you give something away than if you give them a discount. Because the problem with the discount is that they want the discount next time. Like, if you ask them to pay, you know, a hundred dollars for something that was going to be $200, they've sort of reset that in their brain, and it's only worth $100 to them, so they're not going to pay $200 for it. Now, if somebody is given something, that is what they have found, at least within the restaurant industry. And I don't know if this is applicable for chiropractic, because I don't know. But within the restaurant industry, when you give something to someone, there's not a mental devaluing of that thing. It's sort of a, wow, that's amazing. You know, what an amazing gift. Not necessarily. This is now worth half. And so it is something to consider. Now, does that mean you give stuff away versus discounting stuff? Like, I don't know, like, I'm not 100% sure how that's applicable, but there's a. There's a psychology that goes along with discounting services that sort of undermines what you're probably trying to do long term, which is have a business that is where you're getting paid, what is fair. So just something to think about when it comes to deals. More so than just, do I like deals or not like deals. What are you doing to attract people oh, and this is the last thing I'll say about that. This also applies to scare tactics too. If you scare the heck out of someone and that's how you get them to start care, you kind of have to keep scaring the heck out of them to get them to continue care. And I'm not saying you should do that. I'm just saying that what you do to get them is what you have to do to keep them. The principle is true. Whether it's money or whether it's scare tactics or whether it's what's authority and reputation. If you have a good reputation, that's what you got. People with don't undermine that reputation because that's how you lose people. Last thing I'm going to say is this. So this came up because of a website client recently and it was sort of along the lines of, you know, people don't understand what I do. This chiropractor does something a little different than kind of your standard, what I think the average person would think of from a chiropractic standpoint. And they were saying, like, people don't understand what I do, like, how do I, how do I fix that? Like, how do I help that? And I think this problem comes up a lot with chiropractors who do. There's so many chiropractors that say, like, I'm, I'm not like other chiropractors, I do something different. It's kind of funny that there's such a high percentage of chiropractors that say that, but because we all do something a little bit different, and I wouldn't say all, but many of us do things very different. I think you're focusing on the wrong thing when you ask that question because I think what happens in your brain, and I know this from personal experience, having done a lot of upper cervical and felt this way before, where I thought people don't understand what I do. The follow up kind of thought that goes along with that is if people understood what I did, they would use my service as if to say that the only way you get somebody into the practice, the only way you're going to get someone to become a patient, the only way you're going to get someone to do what you want them to do and have the practice you want to have and help the people you're going to want to help, is they have to understand what you do. And I think that that's a fundamental misunderstanding of people. People don't have to understand what you do. And so when you're saying to yourself, like, people don't understand what I do. Like, how do I fix that? There is a patient education element that's a part of chiropractic. And I would argue that no chiropractic patient knows really what we do. Exactly. And so what I would. What I'm going to encourage you to do is I'm going to encourage you to try to focus more on the benefits that you're offering them. What is the upside to the patient? That makes way more sense. And one of the things that I did for this client of mine who like does this technique and it's a little bit different and people don't understand it, is what we did is we put together some information for their website that said these are the type of people who do. Who are really seek out our care. These are the type of people that benefit a lot from what we do. And what we did was we described certain types of people and certain conditions and it created just this real quick list of things. And the idea is that, hey, if this is describing you, like, if any of these things describe you, you found the right. And what we did was we emphasized these are the people that we're looking for. Now the other part of it is you could focus on the benefits. It could be that you get better results or you're helping people with sports injuries or this really great with people that are whatever, like women of this age or men of that age or people that are doing this or people that have that problem, people that are frustrated, people that have tried this before. You've done other chiropractic and you haven't been happy with it. There's a lot of ways to kind of describe what you do within the context of how are you going to help this person understand that they found the right place? That's the question that you should be asking. You shouldn't be asking, like, how do I get them to understand what I do? That's not exactly the right focus. The better focus is how do I help them understand that they found the right place. And I think that little shift in your brain could sort of help you go down a path. When you're creating content for social media, you're creating content for your website, you're doing an ad. Focus on the benefits, Focus on helping that person who's out there, who needs your help, helping them understand that they found the right place, give that person hope, make the next step easy for them. Like, that's the process you should be going through. Not saying to yourself. Like, man, if I could just get them to understand upper cervical. If I could just get them to understand, you know, art. If I could just get them to understand toughness or whatever. The thing is that you do, I don't know that that's important. Should you educate your patients? Yeah, I think that there's an element to that. But even the education that you do in your office should be centered around what value does this offer to the patient, and it should be reinforcing to that patient that they have found the right place. That should be the focus of what you're doing from a marketing standpoint. Not getting everyone to understand everything that you understand the same way that you understand it. Like, that's the wrong way to do marketing. All right, guys, I'm going to go ahead and wrap this up. Thank you for listening to the podcast. If you want help with your website, you want help with SEO, Google Ads, or you just want to get some more tips and advice on how to run a better chiropractic practice, go to Rocket Chiro and check that out. If you have any questions you want to submit to the podcast, you can do that on the website as well. I'm done. I'm out of here. I'll talk to you guys on the next episode. See you.