We are all facing unprecedented times.
The coronavirus pandemic that started in the first quarter of 2020 continues to impact public health, the economy, and everyone’s lives.
Until the cure for the virus is approved, we will continue to navigate in the new normal where gatherings, events, and just going out of the house constitute health risks.
However, this does not mean that we should stop living and working.
Just like many other small business owners, many chiropractic clinics are finding it tough to sustain their operations.
When foot traffic is low, how do you market your services during these times?
Should you even market your services during the pandemic?
How do you get patients coming in?
These are just some of the questions many chiropractors are raising during the past weeks.
Because of having a lower revenue, many of them started thinking that they should just stop all marketing efforts until everything picks up.
While this is understandable, let me tell you this…
This is not the time to stop!
If you stop doing marketing and you just decide to disappear, you’re going back to square one.
All of your marketing efforts in the past years will also suffer.
However, it is also important that your marketing strategies are not TONE DEAF.
You cannot continue to market as if nothing is happening around you.
You have to be sensitive and aware of the needs of people now.
The way people are living, working, and interacting is changing so you have to incorporate that in your marketing strategies.
How do you do that?
In this post, we’re going to discuss 7 marketing strategies that will help you gain new patients even with a crisis.
1. Offer free advice on Facebook Groups
Many cities are starting to open up but still, there are people who would rather stay home as much as they can for the time being.
More people at home also means many people are online.
In fact, preliminary statistics report that internet use worldwide surged up to 70%!
This means that it’s very critical that you’re also online.
One of the best ways to reach out to people and get new patients is on Facebook.
In my past posts, I have already talked about how effective Facebook Ads and Facebook Groups are for chiropractic marketing.
Now, more than ever, you have to up your presence and become visible in this social media platform.
However, aside from just posting on your own page, what you need to do is be active on Facebook Groups.
And when I say active, I don’t mean spamming news feeds with self-promotion posts.
Instead, offer free tips and advice to people who may be suffering from acute pain during the pandemic.
Many people are now working from home…
But not everyone has an ergonomic workspace so they end up hunched over the dining table or typing away on their laptops while still in bed.
These not so ideal work habits can cause neck pain, back pain, and overall body pain.
As a chiropractor, what you can do is offer free advice through posts and articles then share these on “Work From Home” Facebook Groups in your area.
You can also create your own Facebook groups or share the advice in community-based groups.
Just remember that the key is to offer valuable and helpful advice, then you can’t go wrong!
2. Stream a Q&A Session on Facebook Live
Another way to stay relevant and visible on Facebook is to stream live sessions and answer questions from viewers.
Facebook and Instagram Live are incredible tools to interact with your followers in real time.
Many people appreciate live sessions because they get instant responses to their queries.
The more people who’ll be able to watch you, the more people will know you…
And yes, more possibilities of gaining new patients.
And you know what else is amazing about streaming live on social media?
You don’t need to pay air time or an ad space to broadcast.
You may need to have some Facebook Ads to promote your session but the cost of this is quite manageable considering the returns that you’re going to get.
3. Hold lectures and webinars on Zoom
If you want to discuss more in-depth topics, another platform that you can explore is Zoom.
Zoom has become very popular especially in the past few weeks.
This video calling platform has been used by many different industries to communicate: education, government, media, entertainment, recovery groups, small businesses, big corporations, and more.
According to reports, Zoom has around 300 million daily participants in the world.
So, there’s really no reason why you can’t take advantage of this technology.
Your Zoom lecture can be a B2B discussion where you can talk about trending topics in the chiropractic industry.
It can also be directed to consumers or potential patients by talking about how and why they might benefit from chiropractic treatments.
There are many people who are still unaware of the advantages of going to a chiropractor.
This is then the best time to educate them using this new platform.
On your part, this is a great opportunity to strengthen your credibility and position yourself as an authority figure.
4. Volunteer as a guest on podcasts
Worried that you don’t have enough followers on social media?
This is a common concern for many chiropractors.
Who will watch me on Facebook Live?
Nobody is joining my Facebook Group!
Only two people commented on my post!
Sadly, social media is also very saturated and the reality is, when you’re online, you’re not only competing with other chiropractors.
In the online world, you’re competing with everything else on the internet!
Whether it’s YouTube videos, Facebook memes, TikTok, or Netflix – these are all forms of online media and content that you’re up against!
Just because you created your Facebook page does not mean that people will necessarily follow your page instantly.
So, what are you to do?
One way is to find other content creators who already have a following and collaborate with them.
Don’t worry…many content creators always welcome experts who can offer valuable knowledge to their followers.
Guesting in a podcast means you’re gaining more audience and even if only a portion of these listeners look you up and follow you, it will be worth your time!
How do you go about this?
Look up online personalities and influencers in your area.
Before making contact, take the time to listen to some of their work.
This is important so you’ll be familiar with their podcast format and what types of topics they produce.
Don’t just send a mass email to a bunch of influencers.
You also have to be comfortable with the personality so you’ll be sure that it’s the right fit.
After knowing these basics, you’ll be more comfortable in pitching different topics that could be relevant to their listeners.
Don’t just focus on one topic, instead, have a shortlist so they’ll have various options?
When you book a podcast, keep in mind that you’re not there to advertise.
You’re not there to promote your service.
You’re there to talk about a relevant topic that could help the listeners.
Don’t be tempted to sound like an advertorial.
Just focus on the talking points and I promise you, people will appreciate it more if you’re not self-promoting.
5. Conduct online mini-consultations
Many patients, not only in the chiropractic practice, but also in different fields of healthcare are finding it challenging to go into in-person consultations.
However, the pandemic is also causing numerous health problems aside from the coronavirus itself.
One of these issues is acute body pain.
For people who cannot go to the clinic, you can offer virtual consultations online for a fee.
These online consultations can be conducted via video calls.
You might be wondering:
How is a paid online consultation different from a Facebook Live Q&A or a Zoom webinar?
Let me explain.
In the Facebook Live Q&A, you’re going to answer several one-off frequently asked questions from the viewers.
And while you can also offer helpful advice, you will not really go into the person’s medical history and personal information.
In the Zoom lecture, you’ll talk about one topic per session and go in-depth about that topic.
When doing both the Q&A and lectures, your goal is to gain the interest of viewers so that you can convert them into new patients.
If they cannot go to your clinic right away, you can let them know that online consultations are available.
Online consultations are more personalized.
You’re just booking one patient at a time.
This is where you can ask further about the patient’s concerns and offer personalized advice.
In conducting online consultations, you can use mobile payment services like Venmo or Paypal to accept payments.
6. Write a short e-book
There are still many people who prefer to read than watch videos.
That’s why even if video is the way of the future in digital marketing, it’s still advisable to not ignore those who would rather read than go on social media.
So, yes, even if you’ve never written a book in your life, this is the time to do it.
If you’re thinking that I’m asking you to live a hermit lifestyle and lock yourself in the attic so you can write a book – NO!
You don’t need to write a 400-page manual or attempt to become a New York Times Bestselling author…
Well, if you can manage that then go for it.
But that’s not the purpose of this e-book.
The purpose of this eBook is to get your name out there and gain new patients.
This means that the topic of the book should be relevant to the average American who is experiencing back and body pain.
This does not need to have all the medical jargon that only Google will understand.
Write naturally as you would talk to a patient.
Focus on one specific topic and write about that.
Start by writing 500 word articles about the topic of your choice per day.
Then write ten of those.
You’ve got a short 5,000 word eBook in just 10 days.
You can get a freelance editor to edit the book for grammar and coherence, and then you’re ready to go!
You can use the eBook as part of your email campaign or as a lead generation tool on your website.
7. Offer prepaid discounted packages
An effective way to offer your services is to offer discounts.
But instead of lowering your rate, offer discounted packages with multiple sessions.
This prepaid plan can help your business have some positive cashflow and survive during these tough times.
When making your offer, make sure that the offer has a time limit so you can create urgency!
Discounted packages can attract new patients because… let’s be real, who doesn’t want to grab a deal?
It’s easier to convince patients if they think that they’re getting value for money.
But the added bonus is that these discounted packages can also give your loyal patients who’ve stopped coming to your clinic a reason to come back and prepay their sessions in advance.
The Wrap up
Navigating a crisis is tough.
At this point, we’re not sure when everything is going back to how it was before.
However, a crisis is also an opportunity.
Make the most of this opportunity to make yourself visible and use these marketing strategies to grow your business.