Is the New Marketing Fad For You?
Is the New Marketing Fad For You?
Is the New Marketing Fad For You?
With all the pitches, one could be fooled into believing that the only way to market your practice is with social media, email and websites. That it is no longer necessary to "spend" money on marketing because all you need to a Facebook Fan page, a Twitter account, a web site and email system. Imagine if this was only true? Fortune 500 brands could save hundreds of millions of dollars on their marketing!
Are these new marketing tactics useful. Sure. But, they may be unable to replace more traditional forms of marketing. I found it humorous that one social media guru promoting his "expertise" to convince you to purchase his program only had 200 followers on Twitter. I have over 1400 and I don't consider myself a social media guru.
Another hypes videos and promotes YouTube and other social media outlets.... click on his YouTube video and look at the views: often less than 100!
If the so-called experts can't make it work, how can they do it for you?
A chiropractor converting to a marketer would be like a person who eats hamburgers taking over the marketing for McDonalds. You see, if you have a chiropractic license and you have found the holy grail for marketing chiropractic, why don't you open more offices and receive all the income from your knowledge instead of a rinky dinky fees for the new bible of marketing? If you owned the goose who lays the golden eggs, would you loan it out?
Am I the only one that thinks this way?
But, here's the point. You need multiple streams of marketing to build your practice. You cannot put all your eggs into social media, for example. For example, I did a SEARCH to see how many people on Twitter and Facebook in Bellevue, WA and I found four people who were "sharing" their back pain. Trust me, even if all of them became patients, these offices would starve to death!
Now, would an extra four new patients be worthwhile from social media marketing? Sure. But, the reality is that you wouldn't convert 100% in the first place, and unless you dumb it off to someone charging you money, it can be time consuming, which is usually worth more than what you would gain.
Are these new tactics worthwhile? Yes! But, not as a replacement for tried and true marketing strategies and tactics.
The ROI (return on investment) is much better with a $1,000 direct mail campaign than a $.0.00 social media campaign.
My focus is on the business of chiropractic, with an emphasis on marketing, but, if I did hold a chiropractic license and uncovered the holy grail for growing a practice, I would grow 1,000 offices... and earn millions on my "secrets" not thousands selling books or manuals. But, I don['t have a chiropractic license, so I have elected to help thousands grow their practice over the past twenty years.
Don't self-destruct your practice with hoopla.... put a solid marketing plan into action with multiple streams of patients in order to achieve your desired outcome. Nothing better than proven strategies and tactics, while you "test" new ones.
Peak your practice with multiple streams of marketing.
Lawton Howell is founder and chief executive officer of WellnessOne Corporation, a national alliance of chiropractic offices. The WellnessOne System includes marketing, leadership, human resources, legal, financial, architectural, protocols and systems for growing a practice using turnkey resources. You can contact the author toll free at 877 WELNES1 or 877.935.6371 x201 or email to: Click Here To Visit Facebook Fan Supply
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