In the chiropractic industry, competition is getting thick. How does your practice reach out to the community and find prospects? We’ve found that direct mail marketing is the most effective way for chiropractors to target their ideal customers and get them to respond. Why?
There are several reasons why we believe direct mail is the best marketing channel for chiropractors. For one, print media like postcards have a greater emotional impact on consumers than digital advertisements do. Chiropractic has a largely emotional appeal for most patients; they want to return to the lifestyle they had before pain started getting in the way. Also, people tend to take their time when they consider visiting a chiropractor. They’ll keep a postcard with a coupon attached until they’re ready to pull the trigger, where as most other forms of advertising can’t be held onto like that.
If you’re ready to take in a hoard of new clients, start thinking about a direct mail campaign!
Here are 5 tips to make your chiropractic direct mail campaign a success:
Use your current patients’ info to create a mailing list.
Who you mail to is just as important as what you mail. Start with your current and past customers. Many chiropractors have found success mailing postcards to past patients to get them back in. If you’re looking to acquire new patients, use demographic info from your current and past patients to paint a picture of who your target customer is. The average location, age, gender, ethnicity, occupation, income, etc. of your patients will help you and your marketing agency build a list that hits the people who are most likely to buy.
Focus on the benefits.
When it comes to writing the content for you mailer, shy away from the features of your practice and instead focus on the benefits that your clients get from using your services. This is where that emotional appeal comes into play. Make sure your mailer speaks to your target audience’s issues and tells them how their life will be better if they allow you to fix it.
Speak to your unique strengths.
If you were to ask all of your customers why they come to you instead of your competitors, what do you think the most common answer would be? Whatever it is, you should mention it on your mailer. You are mailing to people who are similar to the patients you already have, so whatever it is they like about you will most likely be a deciding factor for your prospects.
Include an entry-level offer.
It’s necessary to add real value to your mailer by including an offer, otherwise it probably won’t get much response. There are two options that are common in chiropractic direct mail marketing: Either offer a free exam and consultation or offer an entry-level service (like massage or acupuncture) at a discount. Whatever you can do to get them in the door will be worth it when they become a lifetime customer.
Be consistent.
Unfortunately, one mailing is never enough. To build brand recognition and convince prospects to convert, it takes time and consistency. We recommend mailing once a month for at least 4-6 months. You’ll get a steady stream of new patients for months to come because many will keep your mailer around until they’re ready to call, which could take a while.
Use these tips to create a chiropractic direct mail campaign that grows your practice!