March 30, 2022 • 13 mins
Building a practice that is sustainable for years and years to come requires a big picture look at your marketing and promotional strategy.
Learn how to dominate online as well as physically in your local communities so you can build a practice that will stand the test of time.
Get your copy of the Chiropractor's Marketing Playbook on our website:
https://chirobasix.com/book/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
You're listening to the Chiro Basics Podcast, the show dedicated to chiropractic practice
(00:08):
success.
Here's your host, Nick Fisher.
Hey chiropractors, welcome back to another episode.
Super excited about this one.
I have some news to share.
And that is that I actually just published a book and I feel weird saying that.
(00:32):
I never envisioned myself being quote unquote an author or someone who writes books, but
over the course of working with a lot of offices, I've noticed a pattern in speaking with them
and working with them on their programs.
That pattern is really having gaping holes or big missed opportunities in the promotion
(01:00):
of the practice and building a holistic marketing system that actually drives the growth for
the practice sustainably over the long term.
There's a lot of practices that they're busy doing their day to day stuff, seeing patients,
(01:24):
the normal office things, and maybe they'll run some Facebook ads or maybe they'll run
some Google ads or maybe they'll do screenings once a quarter or whatever the case is.
They have one or two things that they kind of do and that's pretty much it.
(01:46):
And from a marketing perspective, that's a big miss because very rarely does feeding
your business with one or maybe two channels is going to be enough to get you where you
(02:07):
want to be.
If you want to see growth and sustainable growth over a longer period of time, you really
have to create what's called omnipresence.
This means that you have to be everywhere.
You want to be very well known in the community and if you are only running Facebook ads or
(02:30):
if you're only doing screenings or you're only doing one or two different things, it's
not enough.
Ideally, you want to have patients coming in from a lot of different channels.
A lot of offices do well with referrals and then maybe if you're doing one or two things,
(02:50):
you might get trickles of patients coming from other channels.
But in the best case scenario, you have really good systems in place that are promoting you
everywhere.
So you're feeding your practice new patients from a lot of different areas.
Some you're going to get from referrals, some you're going to be found on Google, some you're
(03:12):
going to be found through social media, some you're going to be found from a screening
event, some are going to see your logo at a sponsored community event.
Whatever the case is, you want to have systems in place where you're getting your name in
your logo and your practice in front of a lot of people in a lot of different ways.
(03:36):
You want to create an overwhelming amount of presence in your community.
And this is going to turn into a patient generation machine where you just start seeing patients
flowing in consistently.
Maybe one month you get a bunch of referrals, but the next month referrals are a little
(03:57):
late, but you make up for it because your Facebook ads are crushing it.
Or maybe in the third month, you sponsor a 5K and you're doing screening events at the
5K and now you have a bunch of new patients that come in from that.
If you focus on building systems that drive patient growth from many channels and all
(04:20):
the ways that you can, you're going to see not only larger amounts of growth, but it's
going to be sustainable.
You're not going to have months where you're doing well and then months you're doing really
bad and then months you do medium.
You're not going to have these big ups and downs because you have all these channels
(04:41):
that are feeding your practice with new patients.
That's what we talk about in the book.
What we did is outlined.
Obviously we focus on the digital stuff.
That's our bread and butter.
A big chunk of that is how do you dominate online, but also how do you mesh and blend
(05:05):
your digital presence with your physical presence in the community?
Are you layering yourself with your digital program and your physical presence to make
sure that everybody is seeing you over and over and over and over again?
Not just once.
(05:27):
You don't want them to see your logo once or see an ad once.
You want them to see you over and over and over again.
That repetitiveness is what creates trust.
It's what creates that we call it the know, like and trust factor.
They know who you are, they like you and they trust you because they've seen you.
(05:48):
If you think about any brand that you've ever purchased from, you've probably seen that
brand around more than one time.
If you look at the patient journey, when they start experiencing a problem to when they
decide they want to see someone or get help, that journey is different for everybody, but
(06:12):
it's not going to be they see an ad on Facebook.
It's the first time they've seen you, they click on it, they come in and they become
a lifelong patient.
That is pretty rare.
Typically, obviously we do Facebook ads and where our goal is to drive patients through
those ads, but really the reality is that advertising works best when people see you
(06:38):
over and over again.
If you think about your own experience, when's the last time you were on Facebook and you
saw an ad for a product or service that was a thousand dollars or more for the first time
and you clicked on it and you bought it right then and there.
It's very unlikely that's ever happened.
(07:01):
It's more likely that you maybe you were doing some research on that product or service or
maybe you saw an ad and it piqued your interest and then you started doing some more research.
You talked to some friends and family.
Maybe you signed up for an email subscription to get more details.
Maybe you watched a YouTube video, whatever the case is, there was a journey there.
(07:22):
There was multiple steps and multiple touch points before you actually made that decision
to punch in your credit card and buy it.
And it's the same thing for healthcare.
It's the same thing for chiropractic.
You have to position yourself and teach people the power of chiropractic and start getting
yourself in front of them over and over and over again before they're actually going to
(07:45):
make a decision and trust you enough to come in and have you help them with whatever problem
they're having.
It's beneficial for people to see your face, your name, your brand, your practices logo
repetitively.
You want them to see you over and over and over again.
(08:05):
There's actually a saying out there that says the best known beats best every time.
I think that's very true.
Just because you're the best at what you do, if no one knows about you, then that's not
going to do you any good.
You're not going to get the growth that you want to see.
So obviously you do want to be the best.
(08:27):
You want to provide the best possible care for your patients, but you also want people
to know that you do that.
You want them to know you, your practice, your name, your face.
You want to be familiar.
You want to be popular in your community.
You do that by creating an overwhelming amount of presence through every channel possible.
(08:49):
So there's an investment there.
A lot of people that make investments want to see an ROI.
Some of that ROI can be hard to measure.
With the digital stuff, you can measure ROI because you can say, okay, you spent this
much and you got this many impressions and this many clicks and it turned into this many
(09:10):
leads and then this many of those leads turned into actual appointments.
You can start to draw that line from the digital stuff, but in the traditional world, that's
a little harder to do.
If you run a radio ad, you don't know how many people actually heard the ad and you
don't know how many people actually went to your website or picked up the phone and called
you from that ad.
(09:31):
If you sponsor a local sports team and you put your logo on their t-shirt, you don't
know how many impressions that t-shirt is going to get.
But the point is that they're going to see your logo there.
They're going to hear your radio ad.
They're going to see you on Facebook.
They're going to see you on Google.
They're going to see you at the 5K.
They're going to see you over and over and over again.
And that's what creates this overwhelming amount of awareness.
(09:56):
You become known by having that repetitive presence.
Layering in your digital with your traditional is extremely important and how you actually
see that exponential growth, that long-term growth.
We're not talking about getting a burst of growth and then things die off.
(10:17):
You want to think big picture.
Long-term, how do you get your practice to be successful for years and years and years
to come?
And it's about becoming very well known in your community.
And that's what the book's about.
The book is...
I obviously focus heavily on the digital stuff because again, that is our bread and butter.
That's what we know best.
(10:37):
But it also is how do you, again, mesh that with your physical presence in the community?
How do you create that brand recognition for you, your face, your name, and your practice?
Because that's how you win in the long term.
The book, it's an easy read.
(11:01):
We're not going into super technical stuff.
I think it would be super valuable for your practice.
If you're looking to grow, this is a great item to have with you so you can start implementing
this stuff.
There's lots of actionable stuff you can do today that you can pull right out of this
book.
(11:22):
You can buy the book on Amazon.
I think it's like 12 or 13 bucks.
We are actually doing a promotion for the launch.
We're giving away a bunch of copies.
So if you want a free copy, depending on, I don't know when you're listening to this,
but if we still have free copies available, get the free copy, obviously.
So go to...
(11:43):
You can get the free copy by going to our website.
It's chirabasics.com slash book.
The book is called Chiropractor's Marketing Playbook.
So this is going to give you the step-by-step playbook.
First, establishing and dominating the digital space, putting all the systems in place to
make sure that you have a really robust program online.
(12:07):
And then beyond that, blending that in with your physical presence to create that omnipresence
in your community.
So everyone in your local area knows who you are, what you do, and how you can help them.
And that is how you win the long game.
So go get the book.
(12:27):
If you have any questions, obviously you can get ahold of us or I'm happy to answer any
questions or chat about what this looks like for your practice.
Whether you use us or not, it doesn't matter.
We want to see you succeed.
We want to see you in your practice.
That's your goals this year.
So go get the book.
(12:47):
It'll be super valuable.
As always, we are here if you need us.
Thanks a bunch.
Thanks for tuning in to the Chirobasics podcast.
If you liked the episode, don't forget to follow us on Facebook and YouTube.
You can learn more about chiropractic success online at chirabasics.com.
(13:08):
That's chirobasics.com.
See you next time.
You're listening to the Chiro Basics Podcast, the show dedicated to chiropractic practice
(00:08):
success.
Here's your host, Nick Fisher.
Hey chiropractors, welcome back to another episode.
Super excited about this one.
I have some news to share.
And that is that I actually just published a book and I feel weird saying that.
(00:32):
I never envisioned myself being quote unquote an author or someone who writes books, but
over the course of working with a lot of offices, I've noticed a pattern in speaking with them
and working with them on their programs.
That pattern is really having gaping holes or big missed opportunities in the promotion
(01:00):
of the practice and building a holistic marketing system that actually drives the growth for
the practice sustainably over the long term.
There's a lot of practices that they're busy doing their day to day stuff, seeing patients,
(01:24):
the normal office things, and maybe they'll run some Facebook ads or maybe they'll run
some Google ads or maybe they'll do screenings once a quarter or whatever the case is.
They have one or two things that they kind of do and that's pretty much it.
(01:46):
And from a marketing perspective, that's a big miss because very rarely does feeding
your business with one or maybe two channels is going to be enough to get you where you
(02:07):
want to be.
If you want to see growth and sustainable growth over a longer period of time, you really
have to create what's called omnipresence.
This means that you have to be everywhere.
You want to be very well known in the community and if you are only running Facebook ads or
(02:30):
if you're only doing screenings or you're only doing one or two different things, it's
not enough.
Ideally, you want to have patients coming in from a lot of different channels.
A lot of offices do well with referrals and then maybe if you're doing one or two things,
(02:50):
you might get trickles of patients coming from other channels.
But in the best case scenario, you have really good systems in place that are promoting you
everywhere.
So you're feeding your practice new patients from a lot of different areas.
Some you're going to get from referrals, some you're going to be found on Google, some you're
(03:12):
going to be found through social media, some you're going to be found from a screening
event, some are going to see your logo at a sponsored community event.
Whatever the case is, you want to have systems in place where you're getting your name in
your logo and your practice in front of a lot of people in a lot of different ways.
(03:36):
You want to create an overwhelming amount of presence in your community.
And this is going to turn into a patient generation machine where you just start seeing patients
flowing in consistently.
Maybe one month you get a bunch of referrals, but the next month referrals are a little
(03:57):
late, but you make up for it because your Facebook ads are crushing it.
Or maybe in the third month, you sponsor a 5K and you're doing screening events at the
5K and now you have a bunch of new patients that come in from that.
If you focus on building systems that drive patient growth from many channels and all
(04:20):
the ways that you can, you're going to see not only larger amounts of growth, but it's
going to be sustainable.
You're not going to have months where you're doing well and then months you're doing really
bad and then months you do medium.
You're not going to have these big ups and downs because you have all these channels
(04:41):
that are feeding your practice with new patients.
That's what we talk about in the book.
What we did is outlined.
Obviously we focus on the digital stuff.
That's our bread and butter.
A big chunk of that is how do you dominate online, but also how do you mesh and blend
(05:05):
your digital presence with your physical presence in the community?
Are you layering yourself with your digital program and your physical presence to make
sure that everybody is seeing you over and over and over and over again?
Not just once.
(05:27):
You don't want them to see your logo once or see an ad once.
You want them to see you over and over and over again.
That repetitiveness is what creates trust.
It's what creates that we call it the know, like and trust factor.
They know who you are, they like you and they trust you because they've seen you.
(05:48):
If you think about any brand that you've ever purchased from, you've probably seen that
brand around more than one time.
If you look at the patient journey, when they start experiencing a problem to when they
decide they want to see someone or get help, that journey is different for everybody, but
(06:12):
it's not going to be they see an ad on Facebook.
It's the first time they've seen you, they click on it, they come in and they become
a lifelong patient.
That is pretty rare.
Typically, obviously we do Facebook ads and where our goal is to drive patients through
those ads, but really the reality is that advertising works best when people see you
(06:38):
over and over again.
If you think about your own experience, when's the last time you were on Facebook and you
saw an ad for a product or service that was a thousand dollars or more for the first time
and you clicked on it and you bought it right then and there.
It's very unlikely that's ever happened.
(07:01):
It's more likely that you maybe you were doing some research on that product or service or
maybe you saw an ad and it piqued your interest and then you started doing some more research.
You talked to some friends and family.
Maybe you signed up for an email subscription to get more details.
Maybe you watched a YouTube video, whatever the case is, there was a journey there.
(07:22):
There was multiple steps and multiple touch points before you actually made that decision
to punch in your credit card and buy it.
And it's the same thing for healthcare.
It's the same thing for chiropractic.
You have to position yourself and teach people the power of chiropractic and start getting
yourself in front of them over and over and over again before they're actually going to
(07:45):
make a decision and trust you enough to come in and have you help them with whatever problem
they're having.
It's beneficial for people to see your face, your name, your brand, your practices logo
repetitively.
You want them to see you over and over and over again.
(08:05):
There's actually a saying out there that says the best known beats best every time.
I think that's very true.
Just because you're the best at what you do, if no one knows about you, then that's not
going to do you any good.
You're not going to get the growth that you want to see.
So obviously you do want to be the best.
(08:27):
You want to provide the best possible care for your patients, but you also want people
to know that you do that.
You want them to know you, your practice, your name, your face.
You want to be familiar.
You want to be popular in your community.
You do that by creating an overwhelming amount of presence through every channel possible.
(08:49):
So there's an investment there.
A lot of people that make investments want to see an ROI.
Some of that ROI can be hard to measure.
With the digital stuff, you can measure ROI because you can say, okay, you spent this
much and you got this many impressions and this many clicks and it turned into this many
(09:10):
leads and then this many of those leads turned into actual appointments.
You can start to draw that line from the digital stuff, but in the traditional world, that's
a little harder to do.
If you run a radio ad, you don't know how many people actually heard the ad and you
don't know how many people actually went to your website or picked up the phone and called
you from that ad.
(09:31):
If you sponsor a local sports team and you put your logo on their t-shirt, you don't
know how many impressions that t-shirt is going to get.
But the point is that they're going to see your logo there.
They're going to hear your radio ad.
They're going to see you on Facebook.
They're going to see you on Google.
They're going to see you at the 5K.
They're going to see you over and over and over again.
And that's what creates this overwhelming amount of awareness.
(09:56):
You become known by having that repetitive presence.
Layering in your digital with your traditional is extremely important and how you actually
see that exponential growth, that long-term growth.
We're not talking about getting a burst of growth and then things die off.
(10:17):
You want to think big picture.
Long-term, how do you get your practice to be successful for years and years and years
to come?
And it's about becoming very well known in your community.
And that's what the book's about.
The book is...
I obviously focus heavily on the digital stuff because again, that is our bread and butter.
That's what we know best.
(10:37):
But it also is how do you, again, mesh that with your physical presence in the community?
How do you create that brand recognition for you, your face, your name, and your practice?
Because that's how you win in the long term.
The book, it's an easy read.
(11:01):
We're not going into super technical stuff.
I think it would be super valuable for your practice.
If you're looking to grow, this is a great item to have with you so you can start implementing
this stuff.
There's lots of actionable stuff you can do today that you can pull right out of this
book.
(11:22):
You can buy the book on Amazon.
I think it's like 12 or 13 bucks.
We are actually doing a promotion for the launch.
We're giving away a bunch of copies.
So if you want a free copy, depending on, I don't know when you're listening to this,
but if we still have free copies available, get the free copy, obviously.
So go to...
(11:43):
You can get the free copy by going to our website.
It's chirabasics.com slash book.
The book is called Chiropractor's Marketing Playbook.
So this is going to give you the step-by-step playbook.
First, establishing and dominating the digital space, putting all the systems in place to
make sure that you have a really robust program online.
(12:07):
And then beyond that, blending that in with your physical presence to create that omnipresence
in your community.
So everyone in your local area knows who you are, what you do, and how you can help them.
And that is how you win the long game.
So go get the book.
(12:27):
If you have any questions, obviously you can get ahold of us or I'm happy to answer any
questions or chat about what this looks like for your practice.
Whether you use us or not, it doesn't matter.
We want to see you succeed.
We want to see you in your practice.
That's your goals this year.
So go get the book.
(12:47):
It'll be super valuable.
As always, we are here if you need us.
Thanks a bunch.
Thanks for tuning in to the Chirobasics podcast.
If you liked the episode, don't forget to follow us on Facebook and YouTube.
You can learn more about chiropractic success online at chirabasics.com.
(13:08):
That's chirobasics.com.
See you next time.
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