Chiropractors as a whole focus more on relieving patients' musculoskeletal pain rather than marketing. They help their patients prevent pain, find the source of their pain and relieve their pain. Chiropractors don't always want to be bothered with marketing strategies. But chiropractic marketing strategies are essential in getting new clients and keeping current clients coming back. Every chiropractor or chiropractic business should know the four marketing Ps they should follow. These include product, pricing, promotion and placement.
Product Strategy
To be the market leader in chiropractic services, put simply, you need to offer the best service available. It should also be well rounded. If you treat neck pain, back pain, headaches, numbness, leg pain and other pain related to the musculoskeletal system, you want to make sure that you are providing those services in a relaxing environment with trained professionals. You should also be providing a complete comprehensive exam and x-rays if needed to determine the problem before you treat it. In addition to your basic services, you can also offer services that will help patients prevent pain or heal faster from their pain. Services such as massage therapy to speed up recovery or nutrition and exercise services to help prevent injuries can add a lot to your chiropractic practice.
Pricing Strategy
For pricing, you want to be competitive. You should research other chiropractic services in your local area and determine a price point for your basic services that are in line with your competitors. A way to get more clients through the door with your pricing strategy is to offer specials, such as a discount when patients schedule three or more massage therapy appointments at a time. You can also offer new client specials or referral specials such as 10 percent off of a first visit or 10 percent off a service fee for a current client referring a new client to you.
Promotion Strategy
According to NetMBA, promotion refers to communicating the information about your chiropractic services to your audience and generating a positive response. You could do this with things like advertisements in the local paper about your massage therapy specials or a press release announcing your new nutritional and exercise services.
Placement Strategy
Placement refers to whom you are targeting to your communications. For chiropractic services, you probably want to be placing your promotions, pricing and products in front of the elderly as they have more musculoskeletal issues. Also, you could get your information to social workers in hospitals that deal with treatment plans for accident victims or sport injury victims, as these are the type of patients that will benefit from chiropractic services.
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