December 6, 2024 • 18 mins
What if you could turn predictable slow seasons into periods of thriving growth for your chiropractic practice? Join me, Dr. Enrico Dolcecore, as we explore the art of crafting a powerful marketing calendar for 2025. By diving into past performance data, we uncover hidden trends and strategize for both peak and low periods, ensuring that you're always ahead of the curve. You'll learn the secrets of planning around personal and team events, and how to keep your growth momentum strong even when vacations roll in. Don't miss the live session on December 9th on YouTube, where I'll be offering personalized advice and answering your most pressing questions.
We'll also look at how to harness community-level engagements to elevate your practice during the second quarter of the year. By aligning your marketing with seasonal themes like stress awareness activities and Easter wellness celebrations, you can boost your visibility while fostering meaningful community connections. Discover how partnerships with local businesses, fitness studios, and ergonomic consultations can not only attract new patients but also fortify your standing in the community. Let's unlock the potential of unwavering effort and strategic adaptability to ensure your practice thrives through 2025 and beyond.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hey everyone, welcome to another episode of Marketing
101 for Chiropractors.
I'm Dr Enrico Dolcecori, andthis week we're going through
your 2025 marketing calendar andwhat you need to do right now
to plan this all out for nextyear.
The biggest thing you can do islook at your statistics and see
(00:22):
when you need to market and howyou need to market at certain
points in your business.
After a few years, you start topick up on trends that happen
in your office.
Or maybe you're planning totake a vacation next year, or
maybe you're planning someinternal things with your family
or whatever it may be, or yourteam that you can work around
and keep a perpetual, steadygrowth going, so that 2025
(00:45):
doesn't just break records.
It leads into 2026 with biggergrowth.
So that's how businesses moveforward, and the biggest mistake
people make is maybe overextendthemselves early to get ready
for growth by adding more staff,adding more people, adding more
payroll, whatever it may be andthen not growing into it.
(01:05):
The other mistake is just notplanning to grow.
So let's make sure that we dothe second and make sure that we
are planning to grow for 2025.
Here's some things that you cando to plan for 2025 and then
execute them quite well.
So, first things first, we wantto create a marketing events
(01:31):
calendar based on our statisticsfrom last year.
So you're going to overlay them.
So let's look at 2024 or maybeeven 2023.
You're going to see ebbs andflows in the practice and I want
you to print that 12-monthstent.
If you use stat, uh, track,stat or anything like that, you
just print the graph super easystuff or use your EHR and then
(01:52):
looks at, look at the highs andlows and plot the month to month
or even week to week.
I would do 52 plots on thisthing and see the ups and lows,
the big weeks and the low weeks.
If you can do 2023 as well, youmay see a correlation on trend
at certain points.
You may see the beginning ofsummer, when school's out a
decrease or an increase in yourpractice.
(02:12):
You may see around the holidaysan increase or decrease and
then you may see some randomoverlaps in March or maybe
October, just some weird timeswhere things go down for
whatever reason it may be in thearea that you're at.
These are critical points inyour statistics to plan for
marketing for next year.
Then, as we overlay those, wesay, okay, we see this trend
(02:34):
here.
We see January always being apeak for the last three years.
Always that second, third andfourth week are doing great.
And then we see a peak in May.
For some reason, those last twoweeks in May are always doing
well.
And then we see a peak in May.
For some reason, those last twoweeks in May are always doing
well.
And then we see a big uptick inOctober, for whatever reason it
is, or November those aresimilar to my graphs and then we
see this.
So what we're going to do iswe're going to plan our
(02:55):
marketing around that,especially our digital marketing
, our ads or Google, whatever itmay be and we're going to rev
them up during the peaks thepeaks it makes less sense, right
?
You're already busy.
That's when you're going to revit up to prepare yourself for
the decline into the valley.
And then what you do is, onceyou have that decline into the
valley, that's where you startto increase ad spend or turn on
(03:19):
the ads.
That's when you do this toavoid a big, sharp dip down into
that.
Or, if you're planning around avacation, maybe you're going to
actually have to close theoffice.
Maybe you're a solo doc and youneed to close the office for a
week and a half, whatever, oryou're scared to do it.
This is how you do it.
You plan the marketing aroundthat and you start pre-booking
patients at that time.
So let's say you're going totake a vacation July 1st through
(03:41):
the 14th two weeks vacationJuly 1st through the 14th two
weeks.
Never dreamed you could do that.
At the end of May, whenever thatpeak is, you turn on your ads
and you run them through thecourse of June and you have an
internal offer, external offerand a digital offer all going at
the same time.
This doesn't mean discounts, itjust means ads that are going
out.
Then you start to onboard thenew leads that are coming on.
(04:03):
You start booking themappointments and you book them
June 15th, june 16th, june 19th,june 23rd, june 25th, june 29th
and then, as you're bookingthem, you book them July 15th.
There's just this gap and youget them.
They're like, oh, is it atwo-week wait or three-week wait
to see you?
And you say, yeah, the doctoris fully booked until june, july
15th, you have this discussionin the office and you've got
(04:24):
these patients booked for whenyou get back and then working
around knowing that yourpatients that get regular care
are going to be busier that lastweek in june because the ones
that see you once a week mayhave to come in twice that week
to make up for the two weeksyou're gonna be gone, or they
may they may be coming in threetimes a week and you got to keep
whatever that, wherever theyare in care, is when you stack
(04:45):
them in there.
Maybe they come in twice amonth.
You're going to make sure thatthey get in that June 30th and
July 15th when you get back, sothat they can squeeze that
second appointment in July bythe end of the month, so you can
plan these things, take yourvacation and not lose spend.
You know, you see how this canwork.
So using your statistics isnumber one.
Print your statistics, havethem in front of you.
(05:07):
On Monday, december 9th, onAdjusting Success live on
YouTube.
Go onto YouTube, go to Enrico DMarketing, watch us live and
you can bring questions.
You'd be like, listen, I'vebeen doing this for the last
couple of years.
What do you suggest I do inthis area with this type of a
practice that I run?
I do NUCCA.
I run a strict upper cervicalpractice.
I don't really take care ofmuch kids.
I want to get into kids.
(05:28):
How do I make 2025 a morefamily-based practice?
And you ask those questions andwe brainstorm together.
Others will learn as well.
This is how these things workonline, so that's great.
So next is the calendar.
So you got to get a 12-monthcalendar.
Put it up on your wall.
I've got a big giant one in ouroffice, in the clinic, so where
the doctors are, they can seeit all the time.
(05:49):
We have everything on there allof our events, any breaks, any
staff vacations that are takingtime off, so we can work around
it and plan ahead.
These calendars work reallywell.
You're going to break it intoquarters, four quarters, and
that's how you're going to planyour year.
You want to put marketingevents, both internal and
external, and then adjust yourgoogle and facebook ads
(06:10):
accordingly.
So, for example, quarter onejanuary through march you're
going to have a focus in yourmarketing and this is just
typical, you know, general typething that we're going to go
through here new year's healthresolutions and winter wellness.
That covers pretty much all ofnorth amer.
It's a part of the lingo duringthat time of the year.
So your internal marketingevents for January will be
(06:33):
things like a new year, new you,health workshop or virtual
workshop or virtual class orebook or whatever it is that
you're giving, or a guide thatyou're giving on how to have a
new year, new you, and you'regiving out this guide for free
or having it in a class ofworkshops worked in your area.
Those are always great.
Do that and then have a patientreferral contest.
Win a free massage, win a redlight session, win a free this,
(06:56):
win a swag, a stanley cup orsomething like that, something
with your swag on it, or theycan win something that they want
and have a referral contest.
So people will leave you Googlereviews and Yelp reviews,
wherever it is that you wantthem, and just grow your review
thing as well.
So that's your January February.
You're going to have aValentine's day adjustment
special, maybe discounted forcouples.
(07:17):
Make it a family thing forthose upper cervical practices
that just help adults and likehow do I get into family?
Making it a family thing Makemom and dad or the parents come
in together on a discount.
Come in and get checked.
That would be a great thingaround Valentine's Day.
And it's also Heart HealthAwareness Day, so focus on how
chiropractic impactscardiovascular health.
(07:37):
You can do a fitness class, aworkshop, how motion helps, how
proper diet helps.
That's the little tip thereGuides, free things that let you
go.
Or you turn these things intovirtual workshops or in-house
workshops that your patients cancome to and always have
something to invite people to,always have something to invite
(07:58):
people to every single month.
This creates community.
And then in March, for example,you're going to spring into
health challenge.
You know, encourage patients tobring in a friend for an
evaluation, a referral.
They get a referral thing,whatever it may be.
Wellness open houses are greattoo.
Offer free spine checks andmini health consultations, and
the list just goes on and on andon.
(08:18):
We can use health month as yourtopic so you can focus on those
things and the ideas just keepgoing.
That's all internal right.
So then that's your internalplan for the quarter.
You do it month by month, andthen you have to have an
external plan.
What are you going to doexternally?
If you're a solo doc, you pickand choose these things.
(08:38):
You may want to do one internalthing and one external thing,
but the general rule for growthis two internal things, two
external things every singlemonth to see continuous referral
growth in your business.
This works across multipleIndustries.
So external marketing for Q1would look like maybe partnering
with a local gym or fitnesscenter or fitness coach in your
area that you help, partneringwith them and doing a workshop
(09:01):
together, or having them come indo the workshop for your
patients in your office.
You don't even have to do thework.
How great is that?
Sponsor a community event like afarmer's market or wellness
expos.
They're typically thrivingduring the first quarter of the
year that's when all theseevents typically happen and
sometimes in the summer.
Offer free posture screeningsat local schools or offices.
(09:22):
Just go into offices.
If you're an insurance-basedclinic and you know certain
demographics have the insurancethat works well in your office,
go ask them where they work,where they teach.
Go to those schools or officesand do screenings at the State
Farm office.
Or if you get into one StateFarm office who has a team of
like 10 people, you get into allthe State Farm offices around
(09:43):
you or the Edward Jones place orthe financial offices wherever
these people are that play arole, whether they have
insurance or not, works well.
Grocery stores sometimes havehealth and wellness things for
their teams where you guys cancome in and then participant in
local charity runs as a team tobuild community awareness, if
you guys are runners or if yourteam is, uh, whatever.
(10:05):
These are just examples, guys.
Okay, things to just think aboutand things that you love.
You come up with your own ideas.
And then your google andfacebook ad strategy.
That doesn't mean you have toput in a bunch of money into it,
but for google maybe for googlesearch or your keywords for seo
is uh, make sure you'retargeting chiropractor near me,
winter wellness tips,chiropractic for weight loss,
(10:27):
like all these little key wordsthat may spur people searching
for other things.
Like, maybe they're looking forwellness tips and then you pop
up.
Your website pops up being like, oh, the local chiropractor has
wellness tips and they click onyou.
They go to your website.
They don't see much.
They click back, they're on theGoogle.
Then the next thing on there isyour Facebook profile.
They click on that and guesswhat?
(10:48):
You just posted a whole bunchof stuff about wellness tips for
the winter and they're seeingit and they're like, oh, it's
actually correlating.
That works really well, too.
Facebook ads create campaignsaround New Year's special and
the Valentine's special and usetestimonial-based videos or
before and after stories forengagement.
That's your digital plan.
That's Q1.
(11:09):
Do we dive into Q2, q3, q4?
Do you want to do all of that?
We can do it through thisentire podcast to just give you
examples of how you break thisall down into internal, external
and digital marketing.
And the budgets are typicallyfree because you're boosting
this stuff or, sorry, you'reboosting it through your digital
(11:30):
platforms.
You're posting, posting,posting all about this your 10
tips to wellness, your NewYear's resolution new you, new
year, new you.
You're just putting thesethings out there all the time
and creating content aroundthere and then using the videos
you've already created from lastyear on patient testimonials,
all these things that you canjust keep putting on there and
then maximizing your keywords onyour Google.
(11:53):
This is stuff no marketingcompany does for you no one.
No one does this for you andthis is the most efficient way
to grow.
Everything else is a band-aidapproach.
Starting a Facebook ad just totry and grow your practice is a
band-aid approach because you'regoing to get a different type
of lead coming into your officeand if you don't have a system
(12:16):
and procedure around that onfollowing up, getting them in
and converting them andconverting them in office and
not only to convert them to do aplan but to stick with the plan
, then this becomes a tediousbandaid of marketing that
doesn't actually work.
And if you've got no Googlesearch going on, never modifying
the search key terms, neverexpanding your reach organically
, then you're going to be stuckin the chiropractor near me
bubble.
So that's what we need to befocusing on moving into 2025.
(12:41):
Let's go into quarter two justto give you an example.
Otherwise this podcast is goingto become really long.
So April through June isquarter two and the focus here
might be something like springrejuvenation and preparation for
summer activities.
Right?
So your internal marketing.
April is typically stressawareness month.
You can do like a free spinalstress assessment If you do any
(13:02):
type of scanning in the officeor any type of stress response
scanning.
You can do that in the officeand invite them in to get a scan
a thermal scan, a static EMG,whatever it is that you do and
invite them in to get a scan athermal scan, a static EMG,
whatever it is that you do,tytron, whatever it is to check
their stress.
And then Easter Family WellnessDay you do like something based
around Easter a scavenger hunt,fun activities, chiropractic
(13:22):
discounts, easter egg drop,whatever it is we want to do.
You can make your business thecommunity go-to spot for things
like that.
In may it's mother's day.
That's always a great onediscounted massage, red lights
uh, come in, get a rose orflowers or whatever it is that
day, or succulent plants orsomething that you're giving
(13:44):
away that day.
And then patient appreciationdays are always great around
april, may and june at the endof the school year, because
everyone's kind of getting intothat summer mode and the
weather's getting better.
Great time to do that and notdestroy your office.
You can do it outside or do itat a local park or team up with
other local businesses and dothat.
And in June it's Father's Day,which you can just spin off your
(14:05):
Mother's Day thing and do stufffor dads.
Maybe a summer kickoff barbecueor picnic at the office, or
combine it with the patientappreciation day and have a
barbecue day.
So many great ideas when itcomes to this and you need to do
this stuff to be part of thecommunity.
We've got this white coatsyndrome in chiropractic where
we think patients just flood ourschedules and they just want to
(14:26):
come see you and you're goingto be booked up for months, just
like the local PCP and thelocal surgeon.
It doesn't work that way.
It hasn't worked that way in135 years.
You have to get out there andconvince people that
chiropractic is something thatthey need, not just something
that they may want something.
So this is how you do it bybecoming top of mind, and we all
(14:47):
play a role in doing this, andyou'll see growth quickly if you
try this stuff.
External examples for quartertwo would be, you know,
collaborating with yoga orPilates studios or other type of
fitness places.
The same thing kind of goes onwith there.
You can offer free ergonomicevaluations to local businesses.
You can host your own booth oryour own fair by getting other
(15:07):
vendors to come out to it.
Once you build community,that's what we do.
We've created so much tractionthat vendors want to come to us
and pay us 50 bucks for a tablefor the day, for a few hours.
Set up their booth and showpeople what they do.
Partner with local coffee shopsto display chiropractic posters
or brochures.
These are just examples for youto spur some creativity and
(15:29):
some motivation so that youstart planning for 2025.
Do you have to do all of this?
Absolutely not.
Pick the things that work foryou and always redefine your
keywords and always keep up withyour content so that it's all
jiving together for everyone.
There you go.
Good examples.
Do you like that?
And I would do that for allfour quarters of the year and
(15:52):
have a roadmap to the year soyou and your team know what to
plan and then done is betterthan perfect.
You just try and get it done.
Sometimes you miss something,sometimes it's a last-minute
switch.
You're like forget it, we'renot doing the barbecue thing.
Whatever it may be, that's fine.
Maybe you start getting reallybusy by Q3, and you're like man,
this has been all so great.
(16:12):
Don't take your foot off thegas pedal, keep it on there.
But maybe modify Q3 and Q4.
Reduce the amount of stuff thatyou're doing and focus on the
things that are working and youknow 2X what you're doing there.
If it's Facebook ads at thattime, you just really hone in on
that.
You make that work and that'show you plan to win for 2024.
(16:33):
Join us on Monday, december 9th, at 9.30 pm, eastern, on
Adjusting Success If you want tomake this more interactive for
next year.
You plan to succeed or not planand you fail.
You know that's what they say.
How does it plan to succeed?
Not planned and you fail?
You know that's what they say.
How is it planned to succeed?
And if no plan equals a fail,whatever the saying is, you just
(16:56):
have to be ready for 2025.
If you have any questions,reach out to me, enricodcom or
info at EnricoDcom.
Have a great week.
Thank you for everything thatyou do.
Without you, no one's going tolive a healthy life in your
community.
Remember that You're the staplethere and you have to believe
that.
And once you believe thatyou'll put all your effort into
(17:18):
growing your business, not justfor financial prosperity but for
community health and wellnessYou're going to live your
mission.
You're going to live yourpurpose, and it's just a lot
more fun doing it that way.
Take care, stay well.
Hey everyone, welcome to another episode of Marketing
101 for Chiropractors.
I'm Dr Enrico Dolcecori, andthis week we're going through
your 2025 marketing calendar andwhat you need to do right now
to plan this all out for nextyear.
The biggest thing you can do islook at your statistics and see
(00:22):
when you need to market and howyou need to market at certain
points in your business.
After a few years, you start topick up on trends that happen
in your office.
Or maybe you're planning totake a vacation next year, or
maybe you're planning someinternal things with your family
or whatever it may be, or yourteam that you can work around
and keep a perpetual, steadygrowth going, so that 2025
(00:45):
doesn't just break records.
It leads into 2026 with biggergrowth.
So that's how businesses moveforward, and the biggest mistake
people make is maybe overextendthemselves early to get ready
for growth by adding more staff,adding more people, adding more
payroll, whatever it may be andthen not growing into it.
(01:05):
The other mistake is just notplanning to grow.
So let's make sure that we dothe second and make sure that we
are planning to grow for 2025.
Here's some things that you cando to plan for 2025 and then
execute them quite well.
So, first things first, we wantto create a marketing events
(01:31):
calendar based on our statisticsfrom last year.
So you're going to overlay them.
So let's look at 2024 or maybeeven 2023.
You're going to see ebbs andflows in the practice and I want
you to print that 12-monthstent.
If you use stat, uh, track,stat or anything like that, you
just print the graph super easystuff or use your EHR and then
(01:52):
looks at, look at the highs andlows and plot the month to month
or even week to week.
I would do 52 plots on thisthing and see the ups and lows,
the big weeks and the low weeks.
If you can do 2023 as well, youmay see a correlation on trend
at certain points.
You may see the beginning ofsummer, when school's out a
decrease or an increase in yourpractice.
(02:12):
You may see around the holidaysan increase or decrease and
then you may see some randomoverlaps in March or maybe
October, just some weird timeswhere things go down for
whatever reason it may be in thearea that you're at.
These are critical points inyour statistics to plan for
marketing for next year.
Then, as we overlay those, wesay, okay, we see this trend
(02:34):
here.
We see January always being apeak for the last three years.
Always that second, third andfourth week are doing great.
And then we see a peak in May.
For some reason, those last twoweeks in May are always doing
well.
And then we see a peak in May.
For some reason, those last twoweeks in May are always doing
well.
And then we see a big uptick inOctober, for whatever reason it
is, or November those aresimilar to my graphs and then we
see this.
So what we're going to do iswe're going to plan our
(02:55):
marketing around that,especially our digital marketing
, our ads or Google, whatever itmay be and we're going to rev
them up during the peaks thepeaks it makes less sense, right
?
You're already busy.
That's when you're going to revit up to prepare yourself for
the decline into the valley.
And then what you do is, onceyou have that decline into the
valley, that's where you startto increase ad spend or turn on
(03:19):
the ads.
That's when you do this toavoid a big, sharp dip down into
that.
Or, if you're planning around avacation, maybe you're going to
actually have to close theoffice.
Maybe you're a solo doc and youneed to close the office for a
week and a half, whatever, oryou're scared to do it.
This is how you do it.
You plan the marketing aroundthat and you start pre-booking
patients at that time.
So let's say you're going totake a vacation July 1st through
(03:41):
the 14th two weeks vacationJuly 1st through the 14th two
weeks.
Never dreamed you could do that.
At the end of May, whenever thatpeak is, you turn on your ads
and you run them through thecourse of June and you have an
internal offer, external offerand a digital offer all going at
the same time.
This doesn't mean discounts, itjust means ads that are going
out.
Then you start to onboard thenew leads that are coming on.
(04:03):
You start booking themappointments and you book them
June 15th, june 16th, june 19th,june 23rd, june 25th, june 29th
and then, as you're bookingthem, you book them July 15th.
There's just this gap and youget them.
They're like, oh, is it atwo-week wait or three-week wait
to see you?
And you say, yeah, the doctoris fully booked until june, july
15th, you have this discussionin the office and you've got
(04:24):
these patients booked for whenyou get back and then working
around knowing that yourpatients that get regular care
are going to be busier that lastweek in june because the ones
that see you once a week mayhave to come in twice that week
to make up for the two weeksyou're gonna be gone, or they
may they may be coming in threetimes a week and you got to keep
whatever that, wherever theyare in care, is when you stack
(04:45):
them in there.
Maybe they come in twice amonth.
You're going to make sure thatthey get in that June 30th and
July 15th when you get back, sothat they can squeeze that
second appointment in July bythe end of the month, so you can
plan these things, take yourvacation and not lose spend.
You know, you see how this canwork.
So using your statistics isnumber one.
Print your statistics, havethem in front of you.
(05:07):
On Monday, december 9th, onAdjusting Success live on
YouTube.
Go onto YouTube, go to Enrico DMarketing, watch us live and
you can bring questions.
You'd be like, listen, I'vebeen doing this for the last
couple of years.
What do you suggest I do inthis area with this type of a
practice that I run?
I do NUCCA.
I run a strict upper cervicalpractice.
I don't really take care ofmuch kids.
I want to get into kids.
(05:28):
How do I make 2025 a morefamily-based practice?
And you ask those questions andwe brainstorm together.
Others will learn as well.
This is how these things workonline, so that's great.
So next is the calendar.
So you got to get a 12-monthcalendar.
Put it up on your wall.
I've got a big giant one in ouroffice, in the clinic, so where
the doctors are, they can seeit all the time.
(05:49):
We have everything on there allof our events, any breaks, any
staff vacations that are takingtime off, so we can work around
it and plan ahead.
These calendars work reallywell.
You're going to break it intoquarters, four quarters, and
that's how you're going to planyour year.
You want to put marketingevents, both internal and
external, and then adjust yourgoogle and facebook ads
(06:10):
accordingly.
So, for example, quarter onejanuary through march you're
going to have a focus in yourmarketing and this is just
typical, you know, general typething that we're going to go
through here new year's healthresolutions and winter wellness.
That covers pretty much all ofnorth amer.
It's a part of the lingo duringthat time of the year.
So your internal marketingevents for January will be
(06:33):
things like a new year, new you,health workshop or virtual
workshop or virtual class orebook or whatever it is that
you're giving, or a guide thatyou're giving on how to have a
new year, new you, and you'regiving out this guide for free
or having it in a class ofworkshops worked in your area.
Those are always great.
Do that and then have a patientreferral contest.
Win a free massage, win a redlight session, win a free this,
(06:56):
win a swag, a stanley cup orsomething like that, something
with your swag on it, or theycan win something that they want
and have a referral contest.
So people will leave you Googlereviews and Yelp reviews,
wherever it is that you wantthem, and just grow your review
thing as well.
So that's your January February.
You're going to have aValentine's day adjustment
special, maybe discounted forcouples.
(07:17):
Make it a family thing forthose upper cervical practices
that just help adults and likehow do I get into family?
Making it a family thing Makemom and dad or the parents come
in together on a discount.
Come in and get checked.
That would be a great thingaround Valentine's Day.
And it's also Heart HealthAwareness Day, so focus on how
chiropractic impactscardiovascular health.
(07:37):
You can do a fitness class, aworkshop, how motion helps, how
proper diet helps.
That's the little tip thereGuides, free things that let you
go.
Or you turn these things intovirtual workshops or in-house
workshops that your patients cancome to and always have
something to invite people to,always have something to invite
(07:58):
people to every single month.
This creates community.
And then in March, for example,you're going to spring into
health challenge.
You know, encourage patients tobring in a friend for an
evaluation, a referral.
They get a referral thing,whatever it may be.
Wellness open houses are greattoo.
Offer free spine checks andmini health consultations, and
the list just goes on and on andon.
(08:18):
We can use health month as yourtopic so you can focus on those
things and the ideas just keepgoing.
That's all internal right.
So then that's your internalplan for the quarter.
You do it month by month, andthen you have to have an
external plan.
What are you going to doexternally?
If you're a solo doc, you pickand choose these things.
(08:38):
You may want to do one internalthing and one external thing,
but the general rule for growthis two internal things, two
external things every singlemonth to see continuous referral
growth in your business.
This works across multipleIndustries.
So external marketing for Q1would look like maybe partnering
with a local gym or fitnesscenter or fitness coach in your
area that you help, partneringwith them and doing a workshop
(09:01):
together, or having them come indo the workshop for your
patients in your office.
You don't even have to do thework.
How great is that?
Sponsor a community event like afarmer's market or wellness
expos.
They're typically thrivingduring the first quarter of the
year that's when all theseevents typically happen and
sometimes in the summer.
Offer free posture screeningsat local schools or offices.
(09:22):
Just go into offices.
If you're an insurance-basedclinic and you know certain
demographics have the insurancethat works well in your office,
go ask them where they work,where they teach.
Go to those schools or officesand do screenings at the State
Farm office.
Or if you get into one StateFarm office who has a team of
like 10 people, you get into allthe State Farm offices around
(09:43):
you or the Edward Jones place orthe financial offices wherever
these people are that play arole, whether they have
insurance or not, works well.
Grocery stores sometimes havehealth and wellness things for
their teams where you guys cancome in and then participant in
local charity runs as a team tobuild community awareness, if
you guys are runners or if yourteam is, uh, whatever.
(10:05):
These are just examples, guys.
Okay, things to just think aboutand things that you love.
You come up with your own ideas.
And then your google andfacebook ad strategy.
That doesn't mean you have toput in a bunch of money into it,
but for google maybe for googlesearch or your keywords for seo
is uh, make sure you'retargeting chiropractor near me,
winter wellness tips,chiropractic for weight loss,
(10:27):
like all these little key wordsthat may spur people searching
for other things.
Like, maybe they're looking forwellness tips and then you pop
up.
Your website pops up being like, oh, the local chiropractor has
wellness tips and they click onyou.
They go to your website.
They don't see much.
They click back, they're on theGoogle.
Then the next thing on there isyour Facebook profile.
They click on that and guesswhat?
(10:48):
You just posted a whole bunchof stuff about wellness tips for
the winter and they're seeingit and they're like, oh, it's
actually correlating.
That works really well, too.
Facebook ads create campaignsaround New Year's special and
the Valentine's special and usetestimonial-based videos or
before and after stories forengagement.
That's your digital plan.
That's Q1.
(11:09):
Do we dive into Q2, q3, q4?
Do you want to do all of that?
We can do it through thisentire podcast to just give you
examples of how you break thisall down into internal, external
and digital marketing.
And the budgets are typicallyfree because you're boosting
this stuff or, sorry, you'reboosting it through your digital
(11:30):
platforms.
You're posting, posting,posting all about this your 10
tips to wellness, your NewYear's resolution new you, new
year, new you.
You're just putting thesethings out there all the time
and creating content aroundthere and then using the videos
you've already created from lastyear on patient testimonials,
all these things that you canjust keep putting on there and
then maximizing your keywords onyour Google.
(11:53):
This is stuff no marketingcompany does for you no one.
No one does this for you andthis is the most efficient way
to grow.
Everything else is a band-aidapproach.
Starting a Facebook ad just totry and grow your practice is a
band-aid approach because you'regoing to get a different type
of lead coming into your officeand if you don't have a system
(12:16):
and procedure around that onfollowing up, getting them in
and converting them andconverting them in office and
not only to convert them to do aplan but to stick with the plan
, then this becomes a tediousbandaid of marketing that
doesn't actually work.
And if you've got no Googlesearch going on, never modifying
the search key terms, neverexpanding your reach organically
, then you're going to be stuckin the chiropractor near me
bubble.
So that's what we need to befocusing on moving into 2025.
(12:41):
Let's go into quarter two justto give you an example.
Otherwise this podcast is goingto become really long.
So April through June isquarter two and the focus here
might be something like springrejuvenation and preparation for
summer activities.
Right?
So your internal marketing.
April is typically stressawareness month.
You can do like a free spinalstress assessment If you do any
(13:02):
type of scanning in the officeor any type of stress response
scanning.
You can do that in the officeand invite them in to get a scan
a thermal scan, a static EMG,whatever it is that you do and
invite them in to get a scan athermal scan, a static EMG,
whatever it is that you do,tytron, whatever it is to check
their stress.
And then Easter Family WellnessDay you do like something based
around Easter a scavenger hunt,fun activities, chiropractic
(13:22):
discounts, easter egg drop,whatever it is we want to do.
You can make your business thecommunity go-to spot for things
like that.
In may it's mother's day.
That's always a great onediscounted massage, red lights
uh, come in, get a rose orflowers or whatever it is that
day, or succulent plants orsomething that you're giving
(13:44):
away that day.
And then patient appreciationdays are always great around
april, may and june at the endof the school year, because
everyone's kind of getting intothat summer mode and the
weather's getting better.
Great time to do that and notdestroy your office.
You can do it outside or do itat a local park or team up with
other local businesses and dothat.
And in June it's Father's Day,which you can just spin off your
(14:05):
Mother's Day thing and do stufffor dads.
Maybe a summer kickoff barbecueor picnic at the office, or
combine it with the patientappreciation day and have a
barbecue day.
So many great ideas when itcomes to this and you need to do
this stuff to be part of thecommunity.
We've got this white coatsyndrome in chiropractic where
we think patients just flood ourschedules and they just want to
(14:26):
come see you and you're goingto be booked up for months, just
like the local PCP and thelocal surgeon.
It doesn't work that way.
It hasn't worked that way in135 years.
You have to get out there andconvince people that
chiropractic is something thatthey need, not just something
that they may want something.
So this is how you do it bybecoming top of mind, and we all
(14:47):
play a role in doing this, andyou'll see growth quickly if you
try this stuff.
External examples for quartertwo would be, you know,
collaborating with yoga orPilates studios or other type of
fitness places.
The same thing kind of goes onwith there.
You can offer free ergonomicevaluations to local businesses.
You can host your own booth oryour own fair by getting other
(15:07):
vendors to come out to it.
Once you build community,that's what we do.
We've created so much tractionthat vendors want to come to us
and pay us 50 bucks for a tablefor the day, for a few hours.
Set up their booth and showpeople what they do.
Partner with local coffee shopsto display chiropractic posters
or brochures.
These are just examples for youto spur some creativity and
(15:29):
some motivation so that youstart planning for 2025.
Do you have to do all of this?
Absolutely not.
Pick the things that work foryou and always redefine your
keywords and always keep up withyour content so that it's all
jiving together for everyone.
There you go.
Good examples.
Do you like that?
And I would do that for allfour quarters of the year and
(15:52):
have a roadmap to the year soyou and your team know what to
plan and then done is betterthan perfect.
You just try and get it done.
Sometimes you miss something,sometimes it's a last-minute
switch.
You're like forget it, we'renot doing the barbecue thing.
Whatever it may be, that's fine.
Maybe you start getting reallybusy by Q3, and you're like man,
this has been all so great.
(16:12):
Don't take your foot off thegas pedal, keep it on there.
But maybe modify Q3 and Q4.
Reduce the amount of stuff thatyou're doing and focus on the
things that are working and youknow 2X what you're doing there.
If it's Facebook ads at thattime, you just really hone in on
that.
You make that work and that'show you plan to win for 2024.
(16:33):
Join us on Monday, december 9th, at 9.30 pm, eastern, on
Adjusting Success If you want tomake this more interactive for
next year.
You plan to succeed or not planand you fail.
You know that's what they say.
How does it plan to succeed?
Not planned and you fail?
You know that's what they say.
How is it planned to succeed?
And if no plan equals a fail,whatever the saying is, you just
(16:56):
have to be ready for 2025.
If you have any questions,reach out to me, enricodcom or
info at EnricoDcom.
Have a great week.
Thank you for everything thatyou do.
Without you, no one's going tolive a healthy life in your
community.
Remember that You're the staplethere and you have to believe
that.
And once you believe thatyou'll put all your effort into
(17:18):
growing your business, not justfor financial prosperity but for
community health and wellnessYou're going to live your
mission.
You're going to live yourpurpose, and it's just a lot
more fun doing it that way.
Take care, stay well.
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