You will be redirected in
40
 seconds
 
StudentDC.com © 2014 | 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
57
Richard Quadrino, Esq.

Employees of Health Insurers Beware: You Are ERISA Fiduciaries And Can Be Removed From Your Job By a Federal Judge

12/15/2014
Most medical providers and others are not familiar with the many relationships that govern the group health plan claims... Read More
Be the first to comment on this entry
25
Dr. Drew Stevens

2015 Trends to Follow for Chiropractors

12/11/2014
It is surprising to know that in just a few short weeks, we are all going to celebrate a... Read More
Be the first to comment on this entry
47
Anthony Lombardi, DC

Become a leader in your community by creating the news

12/04/2014
Remember as you prepare to enter clinical practice that you are in a position of great influence to improve... Read More
Be the first to comment on this entry
21
Mark Sanna, DC

Cracking Your Knuckles: Is It Harmful?

11/18/2014
... Read More
Be the first to comment on this entry
16
Kelly Robbins

Grab Your Free 2014 Marketing Planning Guide

12/27/2013
2014 Marketing Planning Guide Now Available Hello! It's time to set your intentions for 2014 and design your year of success!... Read More
Be the first to comment on this entry
34
Perry Chinn

In the Bleak Mid-winter...

12/20/2013
One of my favorite seasonal carols is In the Bleak Midwinter.  While singing this song this past week at a... Read More
Be the first to comment on this entry
33
Daron Stegall

Is Your Practice 'Really' Ready to Grow in 2014?

12/19/2013
So here we are… on the cusp of starting another year in practice?... Read More
Be the first to comment on this entry
37
Shawne Duperon

Holiday Story Ideas to Pitch

12/02/2013
Avoid the mistake of pitching "Chiro" stories this holiday season.   http://youtu.be/z1fedaXDpIo  ... Read More
Be the first to comment on this entry
46
Zach Zavoral

Pinterest for Your Chiropractic Practice

12/20/2012
There is a newer social media heavyweight on the radar that is advantageous for your chiropractic practice. ... Read More
comments(1)
42
Alex Niswander

Patient Referrals; Are You Automated?

11/01/2012
Patient Referrals; Are You Automated? By Alex Niswander   A big part of my ongoing newsletter is to get you thinking about... Read More
Be the first to comment on this entry
29
Daniel Sosnoski

The outlook for 2012

12/30/2011
Congratulations on getting through a difficult and complex year. Surviving 2011 may have tested your wits, courage, and endurance,... Read More
comments(197)
39
Jamie Phillips, DC

Chiropractic Marketing Tip #91

12/23/2011
The Chiropractic marketing idea of the day, is what to place into the welcome video on your web-site.... Read More
Be the first to comment on this entry
36
Dr Joe DiDuro

Foods Which May Help Reduce Diabetes and Pre-diabetes Risk

12/22/2011
Here is a GREAT CHART to give patients to Reduce DB RISK!... Read More
Be the first to comment on this entry
35
Julie Weaver

Merry Christmas and Happy New Year!

12/20/2011
Here's our holiday wish for you... [embed width="400" height="300"]http://vimeo.com/33610980[/embed]... Read More
Be the first to comment on this entry
28
Rodger Murphree D.C., C.N.S

What a Bunch of Baloney

12/23/2010
The article from The Daily Mail is perhaps the stupidest piece of yellow journalism I've ever read. Complementary medicine 'can... Read More
Be the first to comment on this entry
27
drellen

What Are Enzymes?

11/10/2010
In my more than twenty years of working with enzyme therapy, I have seen remarkable improvements in patients with... Read More
Be the first to comment on this entry
10
Dr. Paul Varnas

Is This Health Care, or is it Marketing?

11/08/2010
There is an old joke about research that likens it to a man looking on the street for his... Read More
Be the first to comment on this entry
5
Dr. Perry

Who Invented Laser and How Does It Work?

12/23/2009
First theorized by Albert Einstein in 1916, and invented by Theodore Maiman in 1960, the laser has become... Read More
comments(3)
20
Lisa Roberts

Would you like to attract new patients?

12/03/2009
What are you doing right now, proactively to attract new patients into your office? Here are a few simple... Read More
Be the first to comment on this entry
2
Jean Murray

Opting Out of Medicare - The Answer is "NO"

12/19/2008
I have been having a conversation with some of the readers of my Practice Startup Success newsletter about... Read More
comments(1)
14
Dr. A. W. Martin

They must have read my book

12/04/2008
There is a new study showing the importance of proper body pH.  What the study is saying that every... Read More
Be the first to comment on this entry
8
Dr. Jasper Sidhu

Vibration Exercise and Weight Loss: Getting Past the Hype

12/01/2008
... Read More
comments(5)
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
Associate needed in busy Seattle practice
Seattle, WA12/15/2014

High-volume, subluxation-based practice in downtown Seattle is hiring an associate team member. Chiropractor must have a great personality and be reliable, energetic, principled, a team player, motivated, able to adjust high volume, and ... More

Chiropractor Wanted for a Chiropractic Associate DC Job- Hiring- Opening
Las Vegas, NV12/12/2014

Phenomenal opportunity to practice in Las Vegas, Nevada, or Salt Lake City, Utah, at one of the premier upper cervical offices in the country! Excellent training, work environment, pay, and bonus -- all available ... More

Associate Chiropractor
Garland, TX12/12/2014

Position will be in conjunction with existing owner/chiropractor but we are open to other possibilities (e.g., renting out space). Our single-doctor facility receives 50 to 60 ... More