Equipment and Marketing

One of the key planning issue for Chiropreneurs is preparing a budget when expanding the products or services offered by your brand of chiropractic.

Too often a Chiropreneur will adopt new equipment in the practice and doesn’t include a marketing budget with the decision to invest into new technology. Often, this creates a cash flow problem as the expected revenue stream from the new equipment doesn’t materialize because no traffic was generated from the marketing effort.

If you decided to add vibration therapy in your office and selected the equipment and it was delivered, what next Sure you can divert existing patients to the therapy, but, what you intended was to attract new patients with the new technology to grow and expand your patient base.

But, without a plan and budget to market the new vibration technology, you fail to increase patient flow but added an additional expense to your overhead…. reducing your pre-tax profit.

Any new product or service that you incorporate into your brand of chiropractic needs a marketing plan and budget, even if it is only a pain relief gel product. What’s the point of expanding your practice if you keep it a secret

A marketing plan consists of a campaign, not a single ad. There absolutely no reason to add to your services or products if you are not prepare to support it with marketing. How many times have you made this mistake in the past If you are like most Chiropreneurs…. often!

Take a tour of your office…. what products, services and or technology do you have that you have not promoted with a solid marketing plan and budget. Start there!

In my local home town paper, there is a company marketing a pain relief cream… DAILY. Small ad, but it is there everyday. In the past 7 years, I have not seen one Chiropreneur promoting a pain relief gel or cream product to attract people to the office that may be great Prospex for chiropractic care. In marketing we call this the loss leader.

You offer a low-cost product to encourage a visit to your store.

I have seen Chiropreneurs who obviously installed a decompression system running ads in the newspaper, on the radio and in some cases t.v., along with direct mail…. and then it stops. Does that mean they returned the equipment or are they still making payments and it is sitting dormant… under utilized

Whether you marketing a $10 tube of pain relief cream or a $5,000 decompression program of care… the key to marketing is consistency and repetition. You maximize your results over a period of time….. years in most cases.

The number one online dating service is eHarmony. The number one online dating service marketer is….

eHarmony.

Now, I suspect that most Americans have hear of eHarmony by now…. why spend millions on marketing Because you must support your brand continuously or you will slide in terms of marketplace penetration.

When you don’t support a marketing plan with an appropriate long-term budget, you are planning to fail with your efforts.

If you have more than one product or service that you need to tout, then you need more than one ad, because bullet point ads that solves all human conditions do not work. You must tailor your message for each of your products or services.

If you offer chiropractic adjustments for headaches. That is a marketing campaign on its own. If you offer chiropractic are for lower-back care, that”s a different marketing campaign. If you offer pillows in your store, that’s an entirely different marketing campaign.

You cannot melt all into one ad and expect great results. When the auto makers tried this some years back, including each of their brands into one ad, their sales dropped way below what they hoped to save on their marketing costs.