Episode Summary: "What Marketing Should Chiropractors Do?"

Rocket Chiropractic Marketing Podcast
Host: Dr. Jerry Kennedy
Release Date: December 11, 2024

Introduction to Listener-Driven Q&A

In this episode, Dr. Jerry Kennedy initiates a listener-driven Q&A format, aiming to address questions directly from his audience. He emphasizes the importance of tailoring content to the specific needs of chiropractors, whether they are new, struggling, or seeking growth strategies.

The Core Question: "What Type of Marketing Should I Do?"

Dr. Kennedy begins by addressing a common and complex question posed by his listeners: "What type of marketing should I do?" (00:01). He underscores the challenge in providing a one-size-fits-all answer, highlighting the uniqueness of each chiropractic practice.

Dr. Jerry Kennedy: "There's not a particular answer... if one person can do it, somebody else can do it. That's not exactly a one-to-one true statement." (05:30)

Understanding the Complexity

Dr. Kennedy explains that marketing strategies cannot be universally applied across all practices due to differing individual circumstances, talents, and market environments. He stresses the importance of recognizing the individuality of each chiropractor's situation.

The Three Pillars of Chiropractic Marketing

Dr. Kennedy introduces three essential categories of marketing that chiropractors should consider integrating into their practices:

1. External Marketing
   Focuses on attracting new patients who are unaware of the practice. This involves strategies like online advertising, SEO, and community outreach.

2. Internal Marketing
   Leverages existing relationships with current patients to generate referrals and encourage repeat visits. This can include in-office promotions and patient engagement initiatives.

3. Retention and Reactivation
   Aims to maintain and rekindle relationships with past patients, ensuring they return for future needs. Techniques include follow-up communications, newsletters, and personalized outreach.

Dr. Jerry Kennedy: "You want to have a practice where you're out externally marketing, like reaching out to people who don't know about you... internal marketing, you could do online and offline." (15:45)

Online vs. Offline Marketing: Complementary Strategies

Dr. Kennedy emphasizes that online and offline marketing methods should complement rather than replace each other. He provides examples such as:

• Print Newsletters vs. Email Newsletters:
  Print newsletters can serve as internal and retention tools, while email newsletters can cover all three marketing categories—external, internal, and retention.

• Personal Interactions vs. Digital Requests:
  Asking patients in person for reviews does not substitute sending automated review requests via email or text.

Dr. Jerry Kennedy: "The one doesn't replace the other. There's some overlap, but they hit people differently." (22:10)

Assessing Personal Talents, Opportunities, and Interests

To determine the most effective marketing strategies, chiropractors should evaluate their own strengths and interests against market opportunities:

• Talents:
  Identify areas where you excel, such as social media engagement or public speaking.

• Opportunities:
  Look for gaps in the market or emerging trends that your practice can capitalize on.

• Interests:
  Engage in marketing activities that you find enjoyable and sustainable to maintain enthusiasm and consistency.

Dr. Jerry Kennedy: "When you find the overlap of all those things—talent, opportunity, interest—that's really when you have a really tremendous opportunity." (28:20)

Balancing Marketing Efforts

Dr. Kennedy advises maintaining a balanced approach to marketing by ensuring that all three categories—external, internal, and retention—are addressed. The emphasis on each category should vary based on the practice's stage and specific circumstances.

• New Practices:
  Focus more on external marketing to build a patient base.

• Established Practices:
  Shift focus towards internal marketing and retention to maximize patient lifetime value.

Timing, Budget, and Time Management

Three critical factors influence marketing decisions:

1. Timing:
   Align marketing strategies with the practice's current phase. For example, long-term strategies like SEO are not suitable for immediate patient acquisition needs.

2. Budget (Money):
   Determine whether to invest more in time or financial resources. Practices with more budget can leverage paid advertising, while those with limited funds may need to rely on time-intensive methods.

3. Time:
   Consider the availability to implement and maintain marketing initiatives. Time-constrained practices might prefer automated or outsourced solutions.

Dr. Jerry Kennedy: "If you're in New York City, it may not work really well if you're in Kansas... don't gamble with your last dollars." (35:15)

Developing Decision-Making Skills

Effective marketing requires chiropractors to adopt a proactive approach to business management. Dr. Kennedy encourages developing decision-making and problem-solving skills to navigate the complexities of running a practice.

Dr. Jerry Kennedy: "The more you force yourself to make decisions... the better you're going to get at those things." (40:05)

Final Advice and Encouragement

As the episode concludes, Dr. Kennedy reiterates the importance of a personalized marketing strategy that considers all three categories and adapts to the practice's unique needs. He encourages chiropractors to continually assess and adjust their marketing efforts to foster growth and reduce stress.

Dr. Jerry Kennedy: "What works really well if you're in New York City, may not work really well if you're in Kansas." (48:30)

Closing Remarks

Dr. Kennedy invites listeners to subscribe, leave reviews, and reach out for personalized assistance with their marketing efforts. He emphasizes the value of a thoughtful, balanced approach to marketing in achieving a successful and stress-free chiropractic practice.

Notable Quotes with Timestamps

• Introduction to Q&A Format:
  "I decided to kind of start off this concept or start off this idea of with a question I get asked a lot." (00:45)

• On the Uniqueness of Marketing Strategies:
  "There's not a one-to-one true statement that if I can do it, you can do it." (05:30)

• Balancing Online and Offline Marketing:
  "The one doesn't replace the other. There's some overlap, but they hit people differently." (22:10)

• Importance of Personalized Strategies:
  "What works really well if you're in New York City, may not work really well if you're in Kansas." (48:30)

Key Takeaways

1. No Universal Marketing Strategy:
   Each chiropractic practice requires a tailored marketing approach based on its unique situation.

2. Three Marketing Pillars:
   Incorporate external marketing, internal marketing, and retention/reactivation to ensure comprehensive patient engagement.

3. Complementary Methods:
   Utilize both online and offline marketing tactics as they serve different purposes and reach different audiences.

4. Self-Assessment:
   Regularly evaluate your talents, opportunities, and interests to align your marketing efforts effectively.

5. Strategic Balance:
   Adapt your focus on different marketing pillars depending on the stage and needs of your practice.

6. Resource Management:
   Make informed decisions based on your budget and time constraints to maximize marketing ROI.

7. Continuous Improvement:
   Develop business decision-making skills to enhance your practice's marketing and overall success.

Further Resources

For chiropractors seeking personalized marketing assistance, Dr. Jerry Kennedy offers services through Rocket Chiro. Visit RocketChiro.com to explore website optimization, SEO services, and request a free practice assessment.

This summary provides an in-depth overview of Dr. Jerry Kennedy's insights on effective marketing strategies for chiropractors, ensuring that listeners gain actionable knowledge to enhance their practice's growth and sustainability.