Strategy

Strategy

October 8, 2020

The Coronavirus arrived without invitation and disrupted our lives and the way we do business. The pandemic has changed the way healthcare professionals run their practices and treat their patients.

These unique challenges require new strategies to keep your chiropractor practice afloat during uncertain times. Although the future remains unclear, having a plan in place can help you retain patients and grow your business as well.

Take a look at some marketing tips that can help you serve your current patients and bring new patients to your door.

Evaluate Your Brand

Your brand conveys the message of who you are to your customers. Now is a good time to take a second look at your brand and what it's communicating about your practice.

You want your brand to be an accurate representation of your business. Some important elements of a strong brand include:

  • Your office logo
  • A dynamic website
  • Informative content
  • Promotional materials
  • A message of what you have to offer

If you haven't updated your messaging and marketing materials, you should take the time to consider what you have and how you can improve. Your messaging needs to be current, consistent, and sensitive to the reality of the times.

You want your customers to recognize your brand, trust you, and see your business as an authority in the chiropractic industry. If your brand isn't accomplishing this for you, it's time to reevaluate.

Don't try to do it alone. Consult a marketing professional who can help you develop or reimagine your brand to thrive in the current market.

Update Your Website

Even if you have an amazing website, if it doesn't reflect your business practices for COVID-19, you need to update it. You should offer patients educational content and explain how you can assist them at this time.

Communicate the idea of how and why chiropractic services are important during a pandemic and how it can benefit your patients' mental and physical health.

You want your website to help convey trust and bring in new patients. Here are a few pointers for a dynamic website.

  • Distinguish your practice as unique. Give patients an incentive for choosing you over the competition.
  • Make it personal and include photos or videos of you, colleagues, staff, and your office space.
  • Appeal to your target patient. If you specialize in sports injuries, back pain, elderly patients, or others, your website should demonstrate this.
  • Use the latest technology and make sure your website looks great on mobile technology.
  • Include current educational content along with interesting reads that offer value to your customers.

Your future patients are searching for solutions for their pain or other health issues. Make sure they can find you, leave their information, and contact you. If they can't, you're missing out on potential new business.

Trust Expert Advice

You must keep in mind what's best for the health and safety of your patients. Federal and state guidelines are constantly changing regarding patient care. Follow the medical guidelines and communicate these safe practices to your patients.

As you navigate these waters, remember to trust the professionals in accounting, finance, and marketing as well. They are following the virus and its impact on these essential areas of business.

You can't do it all. Trust their expert advice as it relates to operating and marketing your business at this critical time.

Above all, keep the health and safety of your patients and staff at the forefront of your business decisions. The goal is to keep your business running and even thriving as you provide the best possible care for your patients.

Stay in Touch With Patients

Stay in touch with all your patients. Reach out to them and share best practices while addressing misconceptions about COVID-19.

Taking a proactive role as a healthcare provider can help reassure your patients and strengthen your brand as an authority in the chiropractic field. Use automated messages to remind patients about the importance of continuity of care, safe practices, and your vital services.

Reduce no-shows by sending automated appointment reminders along with a message that you care about your patients' wellbeing. Be sure to remind them of the symptoms of COVID-19 and that they should be symptom-free to attend their appointment.

Many patients are home and possibly alone during this pandemic. Simple emails, calls, and text messages help reassure them that you care and are still there to meet their chiropractic needs.

Embrace Social Media

Social media is an effective means for keeping in touch with your patients and reaching out to new patients as well. As people are staying home more and social distancing, social media is more popular than ever.

Use this to your advantage with appropriate messaging and ads during the pandemic. Focus on the health and wellbeing of your patients and followers.

Make sure your messaging is consistent through all social media platforms you use. Engage with your patients and answer questions. Share informative articles and photos that are relevant to the times we're facing.

Social media is a powerful marketing tool for engaging patients, advertising your brand, and providing valuable content.

Give Back

As a local business, one of the best things you can do is to be part of your community. Giving back and participating in local events is a win-win situation.

Getting your whole team involved helps build rapport, trust, and cooperation with your employees. And the more involved you are in local events, the more brand exposure you'll experience.

You want your chiropractic office to be a partner in your local community. Giving back and showing others you care can help promote your brand and dispel myths about chiropractic care.

Although there may be restrictions on what you can do right now, giving back is always in fashion. Here are some ideas.

  • Donate to local charities.
  • Sponsor sports teams in your area.
  • Create a scholarship for deserving students.
  • Volunteer for a community cleanup.
  • Offer free giveaways or gift certificates to local fundraisers.
  • Partner with schools or nonprofits in your local area.

Being part of the community is important for any business. Get involved and do some good while establishing a strong showing for your brand.

Check Your Online Reviews

If you think online reviews are irrelevant, think again. Consumers are online each day searching for healthcare providers and reading reviews.

Even one bad review can turn a customer away and send them straight to the competition. Take the time to read through your reviews on multiple sites.

Make sure your business information is correct on sites like HealthGrades, Yelp, and others. Read through the comments. For favorable reviews, respond and thank them for their review.

Don't despair over a negative review. If possible, respond to bad reviews in a positive way. Try to address the patient's issue or concern.

You may be able to resolve the issue and get the negative review removed. Encourage your loyal customers to provide positive reviews and testimonials for your website.

The better the reviews, the more patients you'll see at your door.

Provide Excellent Service

At a time when everything seems uncertain, providing consistent care is more important than ever. If you have fewer patients at this time, try to provide even better care to the ones you're seeing.

Let those patients be your brand ambassadors and spread the word about the excellent care you provide. Take some time to address your patients' concerns and alleviate any worries they have about receiving chiropractic care at this time.

Giving the patients you have now some extra time and attention will benefit your business in the long-run and keep those patients coming back.

Communicate Employee Guidelines

Not only do you need to take care of your patients, but you also have to consider the health of your staff too. Many employees are worried about coming to work and the threat of exposure to COVID-19.

Be sure to communicate safe practices to your employees and advise them about when they should stay home from work. The goal is to provide a safe work environment for all of your employees.

You will lead the way and set the tone for this new path for your employees. Make sure they feel free to ask questions and express their concerns about their health and safety.

Follow the CDC Guidelines for businesses and employees and provide the healthiest workplace possible for your valuable employees.

Work on Your SEO Strategy

During the pandemic, business as usual is out the window. You have to adjust to the "new normal" and adapt your advertising and business practices as well.

Search Engine Optimization (SEO) is critical for your business and keeping your business website accessible to potential customers. Now more than ever, you need an SEO strategy that promotes your business and brings in new leads.

Maintaining a spot at the top of Google's first page can keep traffic flowing to your website, even in uncertain times. Seek the help of marketing professionals to make sure your business has a winning SEO strategy in place.

Growing Your Chiropractor Practice

The Coronavirus pandemic has changed our lives and the way we do business. As the situation continues to evolve, effective marketing and communication with your patients is more important than ever.

These marketing techniques can help you retain the patients you have as you grow your practice for the future. If you run a chiropractor practice in the Houston area, we'd love to assist you with your digital marketing needs.

Contact us today to learn more.

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October 8, 2020

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