Overall, this was a really great article that really gives you an idea of all the things you can do to ramp up your marketing if you go wired.
Get wired with your marketing
Marketing and media are intersecting on the Internet. Are you missing essential opportunities to expand your practice potential? A panel of marketing experts weighs in on the question.The one thing I usually miss with these types of articles is that it fails to give you an action plan of how you can actually implement these steps into your practice.
By Daniel SosnoskiKeeping up with changes in technology can feel like an overwhelming burden. Your TV, phone, and computer can be obsolete by the time you get them home. Like that world in Alice in Wonderland where everything is moving and you have to run to stay in one place, the marketing field is in constant motion. Are you ahead of the game, treading water, or falling behind?
The good news is that the basics of marketing are essentially unchanged: You are selling a product — yourself, your service, your practice — and you want to reach the people who need what you have to offer. To do that, there are still traditional, tried-and-true methods that haven’t gone out of style. Mouth-to-mouth advertising and personal referrals are still powerful players.
However, in addition to print ads and direct mail, what new tools and strategies are available that you should consider? Do new avenues of outreach make sense for the chiropractor? To answer these questions and more Chiropractic Economics reached out to a group of savvy marketing gurus for their thoughts on where we are today and where we are going with chiropractic marketing.
Getting social
The buzzword today is “social networking,” and unless you’ve been living in a cave, you’ve surely heard about Facebook and similar websites where people interact with their friends. Should you be looking in this area?
Mike Reid, DC, CEO, and peak performance coach for Chiropractic Masters, is unequivocal in his assessment: “Social networking technology is not an ‘if’ but an absolute must for todays’ chiropractor. Presently it’s creating more awareness than driving new patients into your office; however, more and more people are using social media and the Internet as ways of finding their healthcare practitioner.”
On the plus side, social networking is usually free; the only thing you need is a Facebook account or weblog to get started. On the other hand, it does take time, something you have in short supply. If so, then consider assigning the task: “If doctors don’t have enough time to work Facebook, Twitter, YouTube or their website,” Reid says, “they can outsource this to a virtual assistant or one of their team members.”
Larry Oskin, president of Marketing Solutions Inc., agrees. “Social networking can be extremely valuable, yet it must be respected for what it will give you in return for your investment in staff, time, and money. Unless time is not an issue, we suggest you assign social networking responsibilities to your receptionist or a marketing person.”
An even more cost-effective way, Oskin suggests, is to hire a college intern to facilitate social networking projects for you. Today’s college students are very savvy with the Internet and social networking, while they need opportunities with real-life work experiences and internships.
This is also the view of Mark Sanna, DC, president and CEO of Breakthrough Coaching, who advises doctors to delegate social networking activities, just as they delegate other routine tasks. “The major risk in social networking comes from thinking that it is not necessary for your practice,” Sanna says. “The social networking train has already left the station at full speed. Make sure your practice is on board.”
“Social networking definitely works for many, especially the younger generation that are so computer savvy,” says Michelle Geller-Vino, owner of MGV Marketing. “However, I will always strongly believe that there is no better way to market a practice than via building relationships.”
In other words, social networking is something to add to your overall marketing mix, it isn’t a replacement for the other activities that need to be on your calendar. “The most successful doctors that I know are out in their communities speaking in local schools, companies, and organizations on health, wellness, and safety issues,” Geller-Vino says.
Another caution comes from James Edwards of MarketDecompression.com. He’s somewhat leery of Facebook and Twitter. “If you want a presence on the Web, I recommend running a website. You can control all the content exactly how you want it,” he says. He also uses e-mail lists to reach out to his selected audience.
Remember that the Internet offers you a range of tools to enhance your marketing posture. You need only use those that you’re comfortable with, and only to the extent that makes sense to you. You can check out the rest fo the article here
Ultimately you need a plan, something that allows you the time everyday to make wired marketing actionable. Ben Cummings at the Practice Building Center provides a variety of plans to help you ramp up your internet, mobile and wired marketing. You can check it out here
