You will be redirected in
40
 seconds
 
StudentDC.com © 2015 | 5150 Palm Valley Rd. Suite 103 | Ponte Vedra Beach, FL 32082 | P:800.533.4263 F:904.285.9944
 
studentdc logo
October 09, 2008
Article Tools

The best kept secret in chiropractic marketing
By Michael Lax, DC

Psst! Do you want to hear a secret? There’s a great way to market your practice that management coaches rarely talk about. It’s inexpensive, yet powerfully effective. So, what’s the secret? Newspaper columns!

Think about it…a pertinent, well-crafted regular chiropractic column in your local paper is the best and, arguably, the most cost-effective, exposure you can get for your practice.

In most cities and towns the local newspaper is the main source of community news for thousands of people, 90 percent of whom have never visited a chiropractor. What is going to persuade these potential patients to see a chiropractor for the first time, and you in particular? A big ¼ page advertisement offering free exams? Absolutely not! There is no more effective way to devalue your service and throw away hard-earned profit potential. Instead, a regular newspaper column will:

• BUILD TRUST

Related Articles

  1. The business of business cards 
  2. Schedule your first year marketing events 
  3. Great practice promotion: give it away 
  4. Schedule your first year marketing events 
  5. Learning to read 
  6. Should you blog? 
  7. The best kept secret in chiropractic marketing 
  8. Should you have a practice blog 
  9. Marketing made simple: let the 4 P’s drive your program 
  10. Mastering the fundamentals of patient communication 

To attract new patients into your office you first need to develop trust. As a chiropractor, the best way to build trust is to teach people you know what you are talking about, and that you have the training, skills and compassion to be able to help them. What better means to do this than with a regular newspaper column?

A regular column in your local paper, with your name, photograph and office logo, will tell your community far more than simply who you are. Vital to building trust, a weekly, bi-weekly or monthly column provides the opportunity to demonstrate to vast numbers of potential patients your knowledge and expertise, how chiropractic works, and how it can improve their lives and the lives of their families. With every article read, that trust grows.

• USE THE POWER OF REPETITION
As you have heard many times, the key to successful marketing is repetition. This is the reason a regular newspaper column is more effective for expanding a practice than one-off or sporadically published articles. Indeed, acquiring patients requires patience! A regular column will gradually build your reputation as an expert on whatever aspect of health and wellness (within your scope of practice) interests you. Before long people will start recommending you to their family, friends, and neighbors, even though they may never have come to you for care! As your reputation grows, you become known as THE doctor to see.

• TARGET YOUR IDEAL PATIENTS
Studies on newspaper readership consistently show that the typical reader has a higher than average education and income level. It so happens this demographic also represents the people most likely to become chiropractic patients. Moreover, newspaper columns can serve as a particularly effective method of targeting the types of patients you want to attract, and a great tool for helping sculpt your ideal practice. For example, if you want to develop a strong sports-oriented practice, your articles might concentrate on chiropractic management of sports injuries, fitness, and athletic enhancement. Wellness, rehabilitation, pediatrics, whiplash care, seniors, …what you choose to write about, you will attract.

Michael Lax, DC, has been practicing since 1989 and operates multiple chiropractic clinics. He has published over 150 articles about health and chiropractic in a variety of newspapers and magazines. He is the founder and owner of ChiroColumn, a company that provides expertly crafted newspaper columns for chiropractors to use in their local media.  He can be contacted by e-mail: chirocolumn@telus.net. For more information about ChiroColumn, go to chirocolumn.com or call 888-707-5656.

Find us on facebookFind us on Twitter
StudentDC Expert Insights
34
Perry Chinn

Belief Systems - The Virtue of "Stubborn"

5/15/2015
We all cherish and ferociously defend our unique belief systems.  Most to our detriment, many comically ridiculous and personally... Read More
Be the first to comment on this entry
33
Daron Stegall

How to be a Happy Chiropractor

4/30/2015
Life can be a challenge. ... Read More
comments(4)
47
Anthony Lombardi, DC

How To Stop Interruptions From Hindering Your Practice

4/10/2015
Business Talk: Dont pardon the interruption How to avoid the perils... Read More
Be the first to comment on this entry
57
Richard Quadrino, Esq.

Do You Have More Leverage Than You Think When Dealing With Health Insurers on Unpaid Claims and "Clawbacks"?

4/01/2015
Using the tools available in the federal law known as "ERISA", chiropractors can pursue legal claims against health insurers... Read More
Be the first to comment on this entry
21
Mark Sanna, DC

HCR Update from Mark Sanna: Smoking Linked to Hearing Loss

5/31/2014
HCR Update from Mark Sanna: Approximately 42.1 million adults in the US smoke cigarettes, and more than 16 million... Read More
Be the first to comment on this entry
54
Kim Giroux

How Chiropractors can Boost the Power of Paid Search Ads

5/30/2014
Its been established that the majority of people looking for health care information on the Internet turn to... Read More
Be the first to comment on this entry
16
Kelly Robbins

How to Transform Your Endless Struggles into Spectacular Triumphs

5/23/2013
If you are not getting the results you want, the first place to look is at the actions you... Read More
Be the first to comment on this entry
48
Dr. Len Schwartz

Start Hosting Patient Appreciation Days

5/01/2013
How many times per year do you throw a party for your patients? If you dont celebrate your patients,... Read More
Be the first to comment on this entry
37
Shawne Duperon

The Power of the Handwritten Note

4/22/2013
There is nothing more impactful to your patients than a handwritten note. Yep, an honest to goodness handwritten note. An exquisite... Read More
Be the first to comment on this entry
46
Zach Zavoral

Recent Loyalty Study Affects Chiropractors

4/10/2013
A new study performed by Oracle found that 81% of customers would pay more for a better customer experience.... Read More
Be the first to comment on this entry
29
Daniel Sosnoski

Take our survey - please

4/04/2013
Calling all readers! Our annual salary survey needs your input. Your responses are used in our Issue 8 feature... Read More
Be the first to comment on this entry
22
Richard Barwell, DC

Barwell Responds

4/03/2013
Thanks for all the great comments on Neurologically Based Chiropractic. I am a principled progressive Chiropractor. Please visit the... Read More
Be the first to comment on this entry
25
Dr. Drew Stevens

Chiropractic Marketing - Feast or Famine

5/29/2012
Tom called me the other day to express his desire to use the new HCG diet. He wanted to... Read More
Be the first to comment on this entry
42
Alex Niswander

Finding the right EHR Software – Newsletter Series (Speed of Product)

5/22/2012
Hello Everyone, When shopping for an EHR system there are many key points you need to evaluate when shopping for... Read More
Be the first to comment on this entry
35
Julie Weaver

Are You a Procrastinator?

5/22/2012
You're not alone if you've avoided office tasks or put off advanced planning for events until the last minute.... Read More
Be the first to comment on this entry
41
Mark Mandell, DC, MBA

What Are Your Patients Learning From You?

5/31/2011
Patient education has been an important focus of... Read More
Be the first to comment on this entry
39
Jamie Phillips, DC

How to Make Google Love Your Listing!

5/23/2011
In this episode of our chiropractic marketing local strategy, we are going to walk you through how to... Read More
Be the first to comment on this entry
32
Matt Prados

Social Media Automated: Good Idea?

4/22/2011
I had a great chance to catch up with best selling author and social media expert that gives keynotes... Read More
Be the first to comment on this entry
17
Andrew Nauenburg

Can’t keep up with regulatory guidelines?

4/20/2010
Government and commercial payers alike continue to change regulations and rules... Read More
comments(1)
5
Dr. Perry

Factors in Deep Tissue Laser

4/19/2010
When determining how to apply laser therapy there are a few key factors to consider.  Laser... Read More
Be the first to comment on this entry
10
Dr. Paul Varnas

A Paradigm That is not Worth 20 Cents

4/12/2010
Health care costs in the United States exceed $2 trillion per year, which represents more than 15% of our... Read More
Be the first to comment on this entry
18
K. Jeff Miller

The Pot Calling the Kettle Black (Patient Education)

5/08/2009
The Pot Calling the Kettle Black ... Read More
Be the first to comment on this entry
19
Dave Klein

Clearly communicate to patients upfront, and they’ll be more likely to start care and be happy and compliant patients:

4/28/2009
The 64 million dollar question that every patient wants to know is… “How much will this... Read More
Be the first to comment on this entry
2
Jean Murray

Looking for a Short-term Position?

4/17/2009
Many DC's graduate and find themselves in a position where they need a short-term position.  For example, I received... Read More
comments(3)
8
Dr. Jasper Sidhu

Vibration and Contraindications: Looking at hip and knee replacements

4/07/2009
Weve seen vibration exercise go from becoming a sports enhancement tool, to now being an integral part of... Read More
comments(1)
7
Kathy Mills Chang

Do you have a PokeyHontas?

5/09/2008
I got the call on my cell phone as I was running through O'Hare Airport between flights. I could... Read More
comments(4)
Featured Videos

Buyer Beware
2/8/2012
Who should you trust? Do your research on seller history and testimonials!


Chiropractic marketing success
2/8/2012
Dr. Drew Stevens discuss chiropractic marketing success.


Building a brand
2/8/2012
The importance of having a personal brand


Additional Videos
Recent Job Openings
Wanted: Chiropractor with Upper Cervical experience for an IC position
Apex, NC4/22/2015

We are looking for a motivated chiropracTOR with upper cervical experience desiring an IC position just outside ... More

Amazing Opportunity in a Principled Subluxation Based Cash Practice
Salmon, ID4/22/2015

Are you serious about helping people? Working hard?  ... More

Share office space-NJ
Little Falls, NJ4/20/2015

Looking for a seasoned chiropractor to share a 2000 sq. ft. wellness center. All cash using Cash Practice Systems. Fully staffed, busy metro area, easy access, and free parking. Call 201-463-6380. ... More