{"id":415,"date":"2015-05-20T21:16:33","date_gmt":"2015-05-20T20:16:33","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=415"},"modified":"2015-05-20T21:48:25","modified_gmt":"2015-05-20T20:48:25","slug":"what-physical-therapy-clinic-owners-can-learn-from-chiropractors-when-it-comes-to-direct-marketing-to-find-new-patients","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/what-physical-therapy-clinic-owners-can-learn-from-chiropractors-when-it-comes-to-direct-marketing-to-find-new-patients\/","title":{"rendered":"What Physical Therapy Clinic Owners Can Learn From Chiropractors When It Comes To Direct Marketing To Find New Patients"},"content":{"rendered":"\n\n
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\n 3\/5 - (1 vote) <\/div>\n <\/div>\n

Story time:<\/p>\n

So there I was at the weekend (minding my own) in the corner of Starbucks on Gerard Ave (La Jolla) – grande, extra hot, no-foam latte in one hand – a copy of Sundays, \u201cLA TIMES\u201d, in the other.<\/p>\n

Now, reading the newspapers is something that I love to do.<\/p>\n

But truth be told, I have NO interest what so ever in the stories that are being printed by the journalists.<\/p>\n

No, I\u2019m hunting for the Adverts!<\/strong><\/p>\n

Looking for ideas that I might be able to extract to give me (and my clients) the edge over our rival competitors.<\/p>\n

And I\u2019m looking across EVERY industry.<\/p>\n

Not just the medical field.<\/p>\n

(And certainly not just the Physical Therapy ads).<\/p>\n

But the thing is, there\u2019s RARELY any PT clinic ads in ANY newspaper I look in.<\/p>\n

(Except for if you happen upon reading the papers while visiting the towns of some of my coaching clients of place like Rochester Hills (MI), Raleigh (NC), Foothill Ranch (Ca), Scottsdale (AZ), Narberth (PA)!)\u2026<\/p>\n

So, how come not many PT\u2019s are doing it\u201d?\u2026<\/p>\n

Is it because it\u2019s easy to think \u201cnewspapers\u2026 no one reads them any more, so what\u2019s the point in advertising in them\u201d?<\/strong><\/p>\n

Or, is it because some owners have \u201ctried newspaper ads, but they didn\u2019t work for me\u201d!<\/p>\n

Either way, I flat out disagree.<\/p>\n

\u201cEmphatically!\u201d<\/p>\n

See, newspapers are STILL, perhaps now more than ever, one of the most profitable and reliable sources of NP\u2019s for small and medium sized practice owners.<\/p>\n

Do you think that \u201cchiropractors\u201d, \u201cdoctors\u201d, \u201cdentists\u201d and \u201corthotists\u201d would CONTINUALLY (I\u2019m talking week after week), be advertising in the LA TIMES (not cheap!) if they weren\u2019t making a profit from doing so?<\/p>\n

(Unlikely!)<\/p>\n

Any how, let\u2019s take a look at a couple of the ads I spotted in Sundays paper and see what you can learn from each one:<\/strong><\/p>\n

\"Marketing<\/a><\/p>\n

This one was placed by a medical centre and is asking people with \u201cneuropathy\u201d to attend a free dinner.<\/p>\n

It\u2019s a HUGE ad.<\/p>\n

Half the page (pricey!) and although it\u2019s a form of lead Generation because they\u2019re not asking for the immediate sale and instead are looking for prospects – it\u2019s still a little \u201crisky\u201d and I wouldn\u2019t advise a small business to do it because it takes a LOT of effort on the part of the reader (to show up and attend) which limits response.<\/p>\n

Besides, I think people are these days aware that when they do arrive at this free \u201cdinner\u201d, they\u2019re going to be sold too and pressured into buying some product when in the room.<\/p>\n

Again, this limits the likely response.<\/p>\n

I\u2019m sure this ad works for these people – I just wouldn\u2019t run something like this being a small to medium sized clinic unless I had a very HIGH END (high value) product to recoup my costs (a lot more than the $1200 typical patient value for a PT owner).<\/p>\n

Next:<\/p>\n

This one is advertising \u201cinsoles\u201d\u2026 fairly pricey ones too:<\/strong><\/p>\n

\"marketing<\/a><\/p>\n

This is a classic \u201csales\u201d model style ad and appeals to a very limited number of people\u2026 those who are ready to buy now!<\/p>\n

The ad claims that the \u201cinsoles\u201d are \u201conly\u201d $200 \u2026 now that\u2019s hardly an impulse buy<\/strong> and so this advert will be losing a lot of people who MIGHT be interested in that offer, but want some more proof that they work – or information on how they work and why etc, before they get the credit card out.<\/p>\n

Again, I\u2019m sure this will work for the people placing it\u2026 I just think it could be more profitable if they did something like this next advert placed by a chiropractor using the \u201clead generation\u201d model of advertising:<\/strong><\/p>\n

\"marketing<\/a><\/p>\n

In my humble opinion, it\u2019s the smartest one, and the one you should “copy”.<\/p>\n

(The strategy, that is!)<\/p>\n

It\u2019s also the smallest Ad…<\/p>\n

And the chiropractor is no doubt riding along the back of having seen the first advert (the invitation to the neuropathy dinner) week after week.<\/p>\n

And when you take a closer look at the advert\u2026<\/p>\n

\u2026you\u2019ll see he\u2019s NOT even asking for the readers to call and make an appointment at his clinic.<\/p>\n

No.<\/p>\n

He\u2019s using something called the \u201cLead Generation\u201d<\/strong> model of advertising which works stunningly well for small businesses like you and I.<\/p>\n

See, for every 10 people who see that Advert – it\u2019s likely that only 1 is \u201cready to buy now\u201d.<\/strong><\/p>\n

So if all this chiropractor did was make a pitch to \u201cbook an appointment\u201d at his clinic\u2026 he\u2019d be missing out on a lot more than he would be making.<\/p>\n

This chiropractor very cleverly asks for people to get in touch by requesting a free DVD, likely to be loaded with simple tips and hints on ways to ease \u201cneuropathy\u201d or information to better help people understand the condition.<\/p>\n

(You could do the same for “chronic low back pain” or whatever you treat!)<\/p>\n

But, what\u2019s he\u2019s really doing is \u201crelationship building\u201d.<\/p>\n

(and catching all the people who want the information promised by the hospitals free dinner event, but who just don\u2019t want to get off their \u201cbutts\u201d to then be sold too\u2026)<\/p>\n

He\u2019s also positioning him self as the \u201ctrusted source\u201d of advice.<\/strong><\/p>\n

Not being pushy.<\/p>\n

Not asking for \u201cthe sale\u201d right up top\u2026<\/p>\n

And certainly NOT before he begins to earn the trust of these \u201cleads\u201d (readers interested enough to respond).<\/p>\n

He\u2019s playing a long game and giving people a low barrier to entry to get to know him and what he does to help people with \u201cneuropathy\u201d<\/p>\n

This strategy<\/strong> is a hugely profitable one and something that I would encourage you to do the same.<\/p>\n

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