Modern Marketing Methods for your Chiropractor’s Clinic by Charles Wilson
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Your Chiropractor’s Office and Video Email Marketing
Welcome to the technology corner for this month. In a recent issue we addressed the importance of email and specifically video email marketing. In this article we want to expand on that idea and give you help on how to set up your master email lead list.
We all read monthly or weekly email advertisements from popular retailers marketing product specials ranging from computers to furniture and even airline flights. These are organizations that spend millions in print media and TV advertising. Now these organizations have become leaders in email marketing. We can create a “chiropractic recipe for success” in email marketing and lead generation by simply watching what these organizations are doing and why they are doing it.
Simply stated, email is the most affordable form of advertising today. Organizations are now shifting advertising campaign money and expending energy developing their prospecting email lists. Have you ever noticed that some retailers will ask for your postal code and email address whenever you buy something? Especially when you make an online order, an email address is mandatory. Warm leads are used by these organizations to generate a huge email database. These are clients that are already using their products or services or have enquired about their products. Email lists are bought by some companies but they would be classified as cold leads. Why would you want to buy a list and market health products or services to someone that isn’t and may never be health conscious?
There are rules and regulations related to buying an emailing lists. Before you spend your hard earned cash on cold leads, do your homework. As chiropractors, we have so many avenues to collect warm leads to create an email wave in your community. Only a bunch of chiropractors are doing it so be the first in your community to master the internet via email. Let me tell you about some of these gems that so few chiropractors are tapping into.
In order to build a chiropractic community awareness and promote their practice, a good number of chiropractors do outside talks or outreach events. You should be collecting valuable email addresses at all of these events. For example, if you do a screening, the potential new patient is interested enough in your service to stop and take part in the screening. Many times we are disappointed that they didn’t accept your offer for a discounted examination. What you do with that name will make all the difference in the world. Most chiropractors at best will send them a letter or a newsletter. If they weren’t interested then what makes you think they’re going to respond to a letter in the next two weeks? In order to keep that lead viable you need to stay in constant contact with them every single month until they do one of two things; sign up or ask you to stop sending them information.
The key is sending them suitable information that is communicated with cutting edge technology sent right to their home. We live in a world that is spending most of their leisure time watching TV, movies and surfing the internet and email. You need to communicate with them via email if you don’t have a big advertising budget. A great video email campaign will not only keep you in front of your warm leads it will help you change them into new patients.
If you’re interested in a product but not ready to purchase it could take months before you decide to make that decision and buy that item. The same concept applies to healthcare especially if they are in tune with crisis care. Potential patients might comprehend the whole concept of wellness as of yet, and until they have a crisis they might not be ready to use your chiropractic services. What happens if you lose contact with that warm lead and they have a health problem and decide to try chiropractic eight month or a year down the road? They might come to see you but your chances increase exponentially if you have been in contact with them over the previous months.
Collecting emails at exhibitions, corporate talks and outside events is a good way to grow your database of warm leads, but what if your practice style is driven mostly by internal marketing? Let them know you’re opening a new patient education initiative that involves email and they are going to be forwarded high quality cutting edge videos on the chiropractic lifestyle that arrive in their inbox. If you communicate the importance of helping you forward these emails to friends and family you create a viral component to your email which is another topic in itself.
Another great way to generate hundreds of emails is to simply ask you patients for emails. Create a huge buzz over a draw you’re going to have. The more email names they provide the more times their name is submitted into the draw to win a brilliant prize. By simply having a draw in your center, imagine how many emails you’re going to collect. You can take it one step further and have your patients email their friends information introducing your new video email initiative. What a way to reach out into your community to spread the word about the chiropractic lifestyle and what an even better way to convert those leads to new patients.
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