Market Penetration Guide for Chiropractors

Market penetration for chiropractors is a business development approach where a clinic carries out efforts to broaden its client base for its services within a particular local market. Market penetration is both a measurement and a forecast of how successful a chiropractor has been and will be when compared to the existing competition.

When Chiropractic Market Penetration Appropriate?

The short answer is: always.

New chiropractic practices and under-performing practices have a short window of opportunity to be successful. While new chiropractors attempt to enter the marketplace, successfully established chiropractic practices must maintain their positioning.

One of the more effective strategies is actually to not compete, but to rather expand the size of the marketplace by defining what specifically your ideal target patients want and where to find them. They may not be searching for solutions within the context of the chiropractic services.

Traditional businesses will consider if their market share appears to be increasing or decreasing along with sales conversions. If sales are decreasing and market share is decreasing, then significant changes must be applied to the overall marketing strategy. The way to define market share is to research how many people online are searching for keywords relevant to the services your clinic offers and contrast this by the amount of sales for such specific services.

If there are significant searches but your clinic is not converting sales in those specific niches, then a market penetration strategy must be implemented.

Your Chiropractic Clinic’s Market Penetration Planning

Every chiropractic clinic will have the elements that make it unique and the following considerations will generally apply to all clinics:

What are The Big-Picture Demographics of Your Ideal Chiropractic Patients

Who do you want to work with…? Is there a specific age, gender, lifestyle or income. If you can segment your ideal chiropractic patients into categories, do they have overlaps in terms of their interests, values or lifestyles?

What are the Geographic Demographics of Your Target Patients?

Geography is important because your clinic’s brand elements that appeal to one demographic in a geographic area may not appeal to another demographic in a different suburb or part of the city. Every suburb or neighborhood typically has a unique vibe, feel or set of values. These may not crossover and their might even be class issues that come up.

Knowing your clinic’s general area of appeal in a geographic radius will helps to calculate the gross population of potential patients. For example, if your immediate chiropractic market exists within a 5 mile radius where approximately 50,000 people live but only 20% of those people fall within your ideal target patient profile, then your potential local market is only 10,000.

Have Extremely Realistic Expectations as a Chiropractor for your Market Penetration

The flaw that most entrepreneurs make is to overestimate the reception of their business by their target market. It is going to take time and a lot of repeated visibility before your branding takes hold.

Going back to the example above of the chiropractic clinic in an area of 50,000 people with around 10,000 people meeting their target demographic – it might take an average of 15 different visibility impressions before this target market begins to associate chiropractic services with their problem or desired outcomes and consciously connect these to your clinic’s brand.

If you can get a response and convert 1% of your ideal target market, you can build off of this. A higher figure will obviously generate greater revenues and that conversion process is the art and science of marketing, persuasion and salesmanship.

The Challenges Market Penetration in a Saturated Chiropractic Market

Chiropractic market saturation is a significant challenge for most chiropractors. You likely choose a location to establish your clinic for a variety of (probably) personal reasons over pure economic reasons and you’re likely in competition with a number of other clinics. In any niche or local market there is a predictable, measurable point when all potential customers of a specific product/service have been reached by a business. This is a saturated market.

What can be done in this scenario? What we recommend and can help you to do… place your brand in front of people looking for solutions in crossover niches so that you can go deeper into the market. Don’t fight over smaller pieces of an ever-shrinking pie… Make a bigger pie!

Market Penetration vs. Chiropractic Market Development

The difference between chiropractic market development and chiropractic market penetration is that market development creates a new target market. In the market penetration context, the target market has a fixed size. In market development, the size of the market is yet to be determined and the message/offering can be evolved to further expand the potential market.

The Art of Stealing Chiropractic Patients from Other Chiropractors

It isn’t that difficult. You can’t steal what doesn’t belong to someone else. There will always be price-shopping patients with no loyalty and the perspective that all chiropractic services are the same. They’ll drive halfway across town for an internet sale not realizing that they spent the sale difference in gas money; not to mention their time. You don’t want them. You want loyal patients who are raving fans.

Every clinic will have patients that are halfway out the door. You can’t win them all – nor should you try. You just do your best and the rest will sort itself out.

How can you target the chiropractic patients who would leave a competing clinic – for reasons other than price? Here’s what you do:

Enhance Your Chiropractic Clinic’s Appearance and Aesthetic Appeal

Have a comfortable, elegant space that is congruent with your brand and clinic’s primary focus. People like to have a complete experience and the more your clinic matches their expectations of what a clinic should be like, the more likely they will try it if they see it promoted on social media. If your clinic looks/feels zen and their current DC’s clinic is a bit shabby and run down, they might come check you out.

Clearly Define Your Chiropractic Philosophy to Your Target Market

Your branding must unconsciously appeal to the values and desired outcomes of your target market. Encapsulate your beliefs, mission and successes in a way that sticks in the minds of your potential patients. The clearer you are in your communication, the more memorable it becomes to your patients.

Maximize Your Chiropractic Patients’ Overall Experiences

Give your patients a premium treatment that they want to brag about and want to share. Remember classical conditioning? Peak state+environmental constant+anchor? When your patients are feeling good, send them out the door with the post-hypnotic suggestions to bring you their friends and family who need to feel better…

Limit Chiropractic Patients Risk of Dissatisfaction

Maybe create a special guarantee for new patients like a money-back guarantee or a satisfaction guarantee with their treatment so that they can rest assured that they will be satisfied with their treatment.

Market Yourself as a Chiropractic Expert in A Niche Area

You don’t have to be the jack-of-all-trades (stop trying to do your own web design, social media management and SEO also…) Pick a few niches that you really enjoy working on and brand yourself as the expert in solving those problems. People want to be treated by a specialist, not a generalist. If you dominate a couple of chiropractic niches you will get general chiropractic patients along the way.

Sapid Agency Will Help You Penetrate Your Local Market

We know what it takes to make your clinic stand out in local search and how to maximize your online visibility. We can consult you regarding strategies and run campaigns that will bring you to the top of your market. Contact us today and we will analyze your current marketing results, and the potential opportunities we can help you develop.

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Measuring the Effectiveness of Chiropractic Advertising and Marketing

Why is it important to measure the effectiveness of your chiropractic advertising campaigns? Because if you can measure it, you can control it. If you can control it, you can improve it.

A little over 20 years ago, advertising was largely limited to television, radio and print. For most chiropractors, TV ads were just out of the question in terms of cost. Radio was less expensive, but still costly. And, print ads in newspapers and magazines was the least expensive, but still not cheap. Another possible option was to take out a billboard ad, and those had a broad range of costs depending upon geographic and demographic factors.

What would happen? A clinic would run an ad on one of those mediums and essentially wait for the phone to ring. Often, for tracking purposes, there was a coupon code to mention or a discount for saying the source of the referral. It wasn’t because the clinic was being nice, it was because they needed a way to correlate the source of the inquiry.

In this older advertising model we can only accurately track conversions. This means the number of people who were exposed to the ad and took action because of it.

The evolution of digital advertising campaigns for chiropractors

When advertising on the internet started to become common, for the first time in history it became possible to monitor additional factors involved in the marketing process. For example, it became possible to post an advertisement, measure the actual impressions (the number of unique people who viewed the ad), to gather some demographic details about these people, and then track the impression through to a conversion (typically when a sale is completed).

Now this new data gave marketers some tremendous insights. If people saw an ad but did not purchase, it gave an indicator that some of those marketing P’s were not being satisfied for the potential customer.

How does this relate to marketing and advertising your chiropractic clinic? If you begin ad campaigns and/or SEO, you need to track important details that give you feedback about your site.

The importance of Google analytics for effectively marketing a chiropractic clinic

Let’s assume that you position your website for the following keyword variation: “[your target city] chiropractor”. This is a great basic keyword phrase that most chiropractic clinics should be focused on. This is a geographic location and the word chiropractor. Typically when someone is searching for this phrase online, they are looking for services in their area. On the other hand, if they just search for ‘chiropractor’ they might be looking for more general information.

How would you track what is happening with your website visitors? One good option is to use Google Analytics.

Unique visitors

A great indicator of your websites overall traffic is the quantity of unique visitors. This gives you one potential factor to calculate and it is based upon a presupposition that should be mostly true: the people visiting your website are interested in chiropractic treatments. So ideally, your website is receiving mostly people who want chiropractic. This might be a big assumption and why you need to know the search phrases or locations that your site visitors come from…

Page view

How many individual pages are your website visitors viewing? If your content is engaging and perceived to be value, then they are likely to visit multiple pages and spend a significant amount of time on the pages.

Organic SERP ranking

SERP (search engine results pages) are the search engine pages displayed in response to an online search query. This is an important indicator in terms of the source of the traffic coming to your website. If you rank on page 1 of Google in the top 3 positions for “[your target city] chiropractor” then you are likely to receive the majority of the traffic for that search phrase. High rankings represent one thing really – your ability to SEO (search engine optimize) your content. In nearly every niche that involves significant revenues, Organic rankings are not going to be natural unless you own one of the few hundred super power websites in the world that have massive authority and readers.

Bounce rate

What percentage of visitors visit your website and immediately “bounce” (leave) without clicking any links to other pages. Bounce rate is important to consider because the higher it is, this means a larger portion of the people who visit your website immediately recognize that it does not have the information that they are seeking. There are several factors that affect this:

Incorrectly targeted keyword phrases – your site ranks for irrelevant terms.

Poor aesthetic taste – maybe it is the purple and orange camouflage theme with big red arrows everywhere?

Low trust and authority signals – do people wonder if they are going to get ripped off if they buy through your website?

Marketing mix factors definitely affect bounce rate. So, don’t take it personally, just test and adapt.

Conversion rate

The conversion rate is the percentage of site visitors that take defined, specific actions. This could be watching a video, signing up for a news letter, getting into a sales funnel or even making a purchase. Each business is different but it is typically agreed that if you can get a highly targeted demographic to your website and it converts around 2-3% then that is quite decent. This means that for every 100 targeted visitors, you get 2-3 customers. Now, the unknown factor is how much does it cost to get the 100 targeted visitors.

Inbound links

This is an interesting variable. Yes you want them, but they are really hard to get. If you are in a local market, it is highly recommended that get inbound links from other relevant websites in your area. In national and global markets, you still need relevant links from other sites but getting those is challenging and this is why there is a market for SEO services. There is a direct correlation between high quality link sources and the overall reputation and trust your website has online.

Sapid Agency manages measurable marketing and advertising campaigns for chiropractors

We set up multiple tracking points for our customers. In fact, as SEO consultants and digital marketing experts we track everything when it comes to our marketing services. In order to effectively operate and grow a business, one must have a finger on the pulse of it and be able to measure results.

If you want to stand out among your competitors, then contact Sapid Agency today. We will analyze your current marketing results and define what must be done in order to maximize your visibility in your local market and Google maps for the keyword phrases related to the services offered by your clinic.

The post Measuring the Effectiveness of Chiropractic Advertising and Marketing appeared first on Sapid Agency.

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The Cost of In-House Chiropractic Marketing Online

When does it make sense to hire a digital marketing agency to take charge of your chiropractic marketing online? Should you ever consider creating your own in-house internet marketing team? Can you do it yourself and should you do it yourself?

The time to do your own internet marketing for your chiropractic clinic is when you aren’t sure if you are going to be able to afford next month’s lease payment. If your clinic is stable but you want — need — more patients in order to weather any sudden surprises or to scale up your vision, then you need to outsource your digital marketing.

Marketing online for chiropractic clinics is multi-faceted

Digital marketing involves a broad spectrum of activities, platforms, strategies and channels. Each of which change or evolve every year. In the case of a new clinic without an established online presence, you’ll find that quick results can be experienced with PPC (pay-per-click advertising like AdWords) but they will also be costly. Facebook ads can also deliver but it is expensive to dial in a campaign as a lot of testing is required.

The best mix is solid web design, search engine optimization, social media campaigns, PPC and content marketing. Then email marketing and re-targeting can help to ensure that your brand has a consistent presence in your target market’s mind.

How to analyze the marketing budget for a chiropractic clinic

A marketing assessment can help you determine why you’ll most likely always want to outsource your digital marketing needs.

What is your approximate monthly budget for marketing online?

$100,000/year
$50,000/year
$25,000/year
$12,000/year
$1,200/year
Nada

Let’s estimate that an average, full time, experienced online marketing manager will cost approximately $50,000 a year (probably $25,000 more minimum in cities with high costs of living). This is also someone who has an employee mentality. Some of the challenges with this is that they are going to be security motivated, not necessarily performance motivated. In other words, if they do too well then they raise the bar for themselves, so often at an unconscious level they do just enough to be above average and not lose their job.

Another consideration is that if they were good at internet marketing, they could start their own local agency and earn many times more than their annual income. So you must consider just how good they are at internet marketing and if they have the knowledge, experience and capabilities to take your practice to the next level.

That said, one person simply cannot compete with the team of individuals it takes to effectively do internet marketing. At Sapid Agency, we have specialists for social media management, content creation, web design, PPC management and SEO campaigns. Additionally, economies of scale work to our benefit as we can leverage our systems across numerous clients to reduce overhead while your in-house overhead will stay fixed.

Can your in-house chiropractic marketer really design and rank a page?

Some important considerations to consider is that to stay within a reasonable budget, your web design/SEO/marketing guru is going to have to wear multiple hats and we’ve never seen this work out well. But, never say never… The following are some questions to ask this person or yourself:

• Are SEO and web design related?
• How does keyword research affect website structure?
• Is there a correlation between load time, click through rate and bounce rate?
• What is the target keyword ratio for a page and how do you track this?
• How does social media affect SEO?

Just because someone can make a website that looks decent, doesn’t mean that the same person can rank the pages on the website – or even more critical – that the pages created by that person can be ranked. Website optimization is something we have had to do on every single client site, since most web designers have no clue what effective web design for search engine optimization requires.

Do you or your employees already have online marketing skills?

Effective online marketing for a competitive niche like chiropractic is going to require a specialized team that can streamline tasks and productivity. First of all you need a digital marketing consultant who can assess the big picture potential trajectory of your practice and conduct a digital marketing SWOT analysis.

Then you need web designers who can SEO optimize a site based upon keyword research provided by the digital marketing consultant.

Then you need content creators who can write high quality content to target specific niches.

You need a social media manager who knows how to effectively backlink and use hashtags and operate a social media campaign calendar. Then you need an SEO manager to conduct search engine optimization campaigns. And then, you need an advertising manager to run PPC ad campaigns while building the digital marketing master plan.

In most cases, one single person cannot do all of that and do it well.

Do you have the budget to recruit an online marketing team for a chiropractic clinic?

The right group of people with the experience, skill sets and ability to create and manage the systems necessary for digital marketing success is what makes an effective team. Unfortunately, they won’t come cheap if you intend to keep them in-house. Additional questions to ask yourself are:

Do you have the resources necessary to hire and maintain a good chiropractic clinic marketing team?

• How much of your business currently comes from internet marketing?
• Are you in a competitive niche? (Yes, chiropractors are some of the more savvy marketers out there and this is usually a competitive niche unless you are in a small town!)
• Are your services complex and required specialized knowledge to understand and explain them? (Yes…)
• Do you have the resources to invest in the systems and technology necessary for maximum online exposure and the ability to maintain and manage them?
• Do you keep up with the latest trends affecting social media marketing, SEO, web design best practices, PPC strategies and online reputation management?
• Do you know who exactly your target audience is and how/where to reach them?
• Do you believe that digital marketing is a critical component of a business’s long term success?

Learn how Sapid Agency can market your chiropractic clinic online

Search engine optimization is not outdated. It is in-fact falling into the realm of best practices as it becomes clearer (to SEO veterans) what search engines demand in order to rank websites. Not only do we rank your website, we will ensure that your site is optimized and that the social media strategies in play are complimentary to the overall digital marketing strategy.

Reach out to us today and we will analyze your current marketing results, and the the potential opportunities in store should you hire Sapid Agency to consult with you regarding your chiropractic marketing online.

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