When it comes to building a practice in the healthcare field, this is often an area of neglect in medical training. So much time is spent, appropriately, on the academics of earning that degree that what comes after is often left by the wayside. Medical professionals are often left to fend for themselves as they try to find their own job. Those who open their own practice take major financial and emotional risks. While a practice can seem small at first, there are some tips to help grow a chiropractic practice into a successful business.
- Make sure to customize the website Custom websites for chiropractors is always the best advice because using a template will damage any rankings in the search engine. First of all, using a template actually does not save any money. While a practice is initially focused on cutting overhead costs, a customized website is still a good investment. Next, people who are looking for a chiropractor often do so by looking to the internet for help. The top chiropractic websites have a good SEO ranking meaning they ensure their website ranks highly on the search results. Template websites do not have a good ranking, whereas a customized website has the opportunity to have a good ranking. When building a practice, go with a customized website. This is the first step to finding patients.
- When customizing the website, think of Search Engine Operators, or SEO ranking. For those who don’t know, there are certain common phrases that people type into search engines when looking for a chiropractor. Make sure that these common phrases are found on the web page. This will make sure that the web page matches as many search engine queries as possible. This means that the site will show up high on the search result list and improve the practice’s visibility. After all, it is impossible to generate business if nobody knows the practice is there. Using a custom site isn’t enough. People should also consider Chiropractic SEO when building a website because people rarely move past the first page of search results. Make sure that any website designer is familiar with SEO for Chiropractors before hiring.
- In addition, consider the content that ends up on the website. While Chiropractic SEO does reward certain phrases or words, SEO for chiropractors also focuses on how unique the content is. The best chiropractic website design makes sure that the content isn’t generic because generic content will hurt a ranking. The search engine will look to see if the website has copied an older website out there. If the website design matches a bunch of others already on the market, the website will fall lower on the list, decreasing its visibility. Therefore, the top chiropractic websites shouldn’t just have a custom layout, but they should have custom content as well. Find a way to personalize the content to the individual chiropractor. Talk about unique facets the practice is proud of. Use pictures to vary up the layout. These are all great ways to make sure that website is different from the other custom websites for chiropractors.
- Next, marketing is the key to growing any business. Taking out radio or television ads is a classic and might help generate exposure. The same can be said of road signs and billboards; however, the real treasure is found online. Online marketing for chiropractors is key. Money should be invested in this area. Today, many people use satellite radio or DVR, so ads might not even reach their target audience; however, everyone uses the internet. Think about Facebook, Twitter, and Instagram. These are very popular sites that almost everyone uses. Advertising in these spaces might cost money, but people need to invest money to make money. Some forms of online advertising don’t even require an investment. Ask family and friends to share the website all over their own social media pages. This is a great way to get free exposure.
- On the other hand, make sure that the social marketing is well thought out. Once the word is out, people will have that Facebook page on their newsfeed, they might be following the practice on twitter or Instagram, and maybe even they view that Snapchat story. While this is all great advertising, it can be tempting to bombard these people with incessant posts to get them to come in for a treatment. Do not do this. People hate being bombarded and will quickly unfollow or delete that page from their own social media profiles. Think carefully about when or how often to post on social media. Holiday events or sales are great ideas. Updates on fantastic new improvement are fine. Constant posts on a daily basis are much. Do not drive people away with social media overload.
- Don’t just assume that the marketing is working. Use Google Analytics or a similar tool to track how well the marketing is working. If substantial money is being spent on advertisements, why not see how many people are using the ad? For example, if the online ad provides a link to the site, it is relatively easy to use Google Analytics to track how many people are clicking on the link and visiting the website. If the idea is that people should call a number listed on the ad, these tools can also track how many people call that number. Some practices have a mobile app that is downloaded from a link on the ad. The analytics can even track the number of downloads. If an advertising strategy isn’t working, it might be time to switch it up. On the other hand, if it is succeeding, that is helpful to know as well. These analytics tools can figure that out.
- Finally, remember that the front desk is the first person-to-person contact that any visitor will have. People don’t get a second chance to make a first impression. Make sure to train the staff at the front desk to use proper etiquette when greeting the patients. This will help make the patients feel welcome and help dissipate any nerves that the patient may have about receiving a treatment. It is also a great marketing strategy because people will remember how friendly the staff was at the front desk and not hesitate to call to make another appointment. In addition, patients will tell other people about how friendly the staff are and possibly generate more patients for the practice. Remember that the front desk acts as a gatekeeper and is the first impression of any practice. Make sure they use proper etiquette to keep patients happy.