Your strategic advertising planning could lead them to a coupon that can be used to reduce their first treatment session, or to put eyes directly on your product.
Just as it is important to stay on top of trends in healthcare, which allows you to better meet the current wants and needs of your patients and to reach out to clients, so too is when it’s all about advertising the strategic planning and marketing of your service.
You need to know how to best reach potential clients in order to physically attract them to your chiropractic practice or product. This requires staying on top of the avenues and marketing strategies that get the best results, and there are three to consider:
Print Marketing (with a twist)
With the advent of digital marketing, some wonder if there is still power in print. According to experts, the answer is an emphatic yes – with a bit of a twist.
BRAND United reported that during a recent webinar with Lily Harder, former senior director of marketing strategy at Comperemedia, Harder pointed out that print marketing continues to serve a valuable purpose. The key to staying with the trends is to create print-based options that use the latest technology, an example of which is QR codes, which have seen a resurgence via restaurants during a pandemic.
QR codes are black and white coded squares that, when a smartphone camera is pointed at them, effortlessly transport the user to a specific website page or provide certain information such as contact information or information. special offer. As a chiropractic provider, your QR code on a flyer or in a newspaper or magazine ad could lead potential patients to a webpage that talks about the benefits of this approach to health care. Or in your strategic advertising planning, it could lead them to a coupon that can be used to cut back on their first treatment session or to put eyes directly on your product.
In a June 2021 survey of 1,100 respondents, 45% indicated that they had used marketing-related QR codes to interact with a business. The most used age group was 18-29 (54%). Next come the 30-44 year olds (48%) and the 45-64 year olds (44%). People aged 65 and over had the lowest use of QR codes at 31%.
If you are managing your own marketing and advertising, several do-it-yourself QR code generators can be found online.
Customer experience versus making a sale
Group of Marketing Insiders (MIG) adds that marketing, in general, is moving away from selling your company’s products or services and focusing more on providing a great customer experience. MIG cites customer impatience as a problem driving this trend, which makes it essential to deliver a smoother experience from the first interaction until long after a sale is closed.
What does this mean for your chiropractic practice, product or service? One way to improve your customers’ experience is to personalize your marketing messages in a way that helps them solve the problems they face. Is your target demographic plagued with back pain from working years on the farm for years or is your primary audience made up of athletes who play a certain sport and therefore are prone to the most common injuries in that sport? ? Or if it’s a chiropractic product, how do you reach that audience? Create a marketing plan or use a strategic advertising plan that encompasses the most important concerns of your target audience.
MIG also emphasizes that a best-in-class customer experience is one that offers “efficiency, convenience, knowledgeable and friendly service, and easy payment options.” Touching on each of these aspects makes your practice a practice that will not only attract potential patients, but also make them want to retain you as a chiropractic provider or for your product offering.
Organic growth through inbound marketing
The value of inbound marketing is that it helps you grow your practice organically instead of spending hundreds (or thousands) of dollars on social media ads and other expensive ad campaigns. Hubspot shares that this approach has “come to the forefront of effective tactics,†in part because we now live in a world where people spend more time at home.
Inbound marketing is all about finding ways to help potential patients find your practice. This implies that they come to you instead of going there. This increases your visibility in your target market.
Inbound marketing can involve posting articles on your blog that link to your website or creating content with the right keywords, thus using the power of SEO (search engine optimization, or helping search engines to recognize who you are and what you do so that it can direct the right users to your website).
If you don’t currently have an inbound marketing plan, Marketo suggests that you can create one by following these five steps:
- Identify your target patient. Who are they? What do they do? What kinds of problems can you help them solve?
- Create content for every step of the buying journey. Some of your content should be directed directly to people who have never heard of your practice, while others should be directed to those who have been in your office once or twice.
- Decide which platforms you will use. What social media sites are you going to create professional pages on? Will you have a blog? If so, will it be on your website or hosted on another site, such as a WordPress blog? Advertising in newspapers or magazines, or writing for the websites of these entities?
- Develop a content calendar. Plan your content for the whole year. This provides a framework for what and when you will post. Having a schedule set in advance also encourages you to continue posting new content on a regular basis, reducing the likelihood that you will let it slip.
- Constantly monitor your results. Keep track of whether your marketing plan is delivering the results you want. Does it increase your number of patients or does it provide quality leads? If so, great! Otherwise, make changes to improve these effects.
Your strategic marketing and advertising planning
Focusing on customer experience and inbound marketing is a long-term investment in your practice or product, while leveraging the continued popularity of print advertising (magazine and newspaper) to increase sales and attract customers and prospects. .
Finances Online reported this year that campaigns that combine print and digital:
- are 400% more efficient
- that 82% of consumers trust print ads the most when making a buying decision
- 77% of consumers say printing generates higher recall levels
- and that “print readers typically spend 20 minutes or more with their publication in hand, while a typical visitor to a digital news site stays less than five minutes (Heitman, nd). “
When planning your strategic advertising planning and marketing mix, identify your audience and go where they are, both in print and online.
