Posts Tagged ‘ chiropractic blog ’

We all feel sorry for ourselves from time to time.  We all have situations and events that hold us back. Or more appropriately put, we all have situations we LET hold us back. It happens to the best of us. That doesn’t have to lead to failure, but it often does.  The difference between success and failure is often as simple as making a conscious decision NOT to to fail.

Every once in awhile I come across a story that simply blows my mind, smacks me upside the head and makes me realize we can rise to levels of greatness and achieve things so much greater than we ever imagine, if we just put our minds to it. Today that mind blowing story comes in the form of 29-year-old Matt Stutzsman, a young man born without both arms who does his own automobile repairs with his feet!  I’m not talking he turns a wrench every now and then while a friend does the rest..I’m talking he drives his car over to his friend’s garage, jacks the car up, puts sockets on impact wrenches and does it all. I’ve posted one of Matt’s YouTube videos below and it’s truly amazing:

To think I whine about being able to reach the spark plugs on my car or spilling a little 5W-30 on the garage floor when I change my oil!

I came across Matt’s story here via AOL.com’s homepage and it really got me thinking. His inspirational and motivational videos make me realize how those of us fortunate enough to have full use of all four limbs can manage to whine about little things holding us back. Most obstacles only hold us back because we let them.

Seeing a motivated person like Mr. Stutzsman makes you realize we can overcome much more than we may give ourselves credit for.  What’s holding you back from achieving Chiropractic success? Ask yourself what roadblocks are present on the path to Chiropractic success. I’d like you to make a list of the top 5 or 10 obstacles that are keeping you from achieving that next level of Chiropractic and personal greatness. I don’t care what your definition of success is. Is is more wealth? More new patients? Greater patient retention? More time with family? Whatever your goals and desires are, let’s list what’s keeping you from getting there.

After you make that list go through and honestly ask yourself which obstacles are REAL and which are excuses.  Maybe slow business and the economy are  holding you back.  Are finances and the economy really that bad, or are you letting them be your crutch?  You see where I’m going with this.

Take a good hard look at that list and decide which roadblocks you are going to bust through. Which ones are you simply allowing to be a setback?  Which ones could you overcome if you REALLY wanted to? There may be a few items on your list you simply can’t do anything about, but I’m willing to bet most of the items we list are little more than inconvienences that we allow to become barriers to our Chiropractic success. Chiropractic success can be as simple as deciding we aren’t going to allow something to hold us back any more. The word “can’t” is a powerful poison and we shouldn’t think it or use it in daily conversation. Our friend Matt certainly doesn’t the meaning of the word!

As Chiropractors and human beings we should all take note of truly inspirational stories like that of Matt Stutzsman. Personal and professional success is something that we must strive for and work at. We certainly can’t let obstacles stand in our way. When approached with challenges life throws our way we have only two options: fight back and overcome or let those challenges defeat us and settle for less than what we desire. You CAN achieve whatever goals you set for yourself, you just have to figure out how!

What is the overall theme or message you send to the public with your Chiropractic marketing? Have you ever thought about it?

I would guess from most of the Chiropractic advertising I see, that many Doctors of Chiropractic DO NOT spend a great deal of time thinking about what message they are conveying with their advertising.  This leads to sporadic spurts of Chiropractic advertising confusion.

Most Doctors of Chiropractic simply don’t know WHAT they are trying to say.  It’s not because they have nothing to say.  It’s because as Doctors of Chiropractic we know how valuable Chiropractic is and we are passionate about telling the world!  We have so much to say we try to communicate all of our messages without much thought to order or consistency.  This all leads to two common Chiropractic marketing pitfalls: inconsistency and confusion.

One of the most common Chiropractic marketing mistakes is inconsistent advertising.  Many Chiropractic practices run many different ads in an illogical order.  While the ads themselves make sense, they don’t work well with the ad that ran the day before or the week after.  For example, one advertisement promotes Chiropractic as a treatment for back pain.  The next ad might focus on nutrition.  The next ad focuses on neck pain or headaches.  Another ad might discuss the importance of children receiving Chiropractic care.  If your ads run months apart it may not be much of an issue.  However, if you run many advertisements close together this can be problematic.

I’m not saying you can’t promote all of these aspects of your practice or Chiropractic.  I’m simply saying you need to do so in a logical manner.  If you want to discuss pain and injury then by all means pick one series of ads and focus on pain and injury.  Run your 3 or 4 different advertisements about pain and injury before jumping to another topic.   Another series of ads might discuss wellness and preventative care.  If you offer unique treatment or services like acupuncture, spinal decompression or massage then discuss those in a logical order in another campaign.

With some careful attention to detail you can even work in transition phrases to help ease your audience into the next topic.  While this may seem like overkill, it sends a well organized and consistent message to the community.

The second major mistake many Chiropractic practices make is trying to send too many marketing messages in one advertisement.  We’ve all seen (and probably ran) those ads that attempt to discuss all of our Chiropractic greatness on a postage stamp sized area.  One advertisement is not the place to list all of your skills.  Listing your practice name and a bunch of phrases like nutrition, pediatrics, acupuncture, laser therapy, decompression, geriatrics, sports injuries, auto-injuries, personal injuries, orthotics and underwater basket-weaving is not effective advertising.

Consistency is key in Chiropractic marketing.  If you are one of those rare jack-of-all-trades in the Chiropractic profession, by all means promote all of the benefits of your practice.  Just do yourself a favor, and do it in a consistent manner.  One of the worst things you can do is try to promote EVERYTHING about your practice in one advertisement (or even in one ad campaign).

Start by picking the top 2 or 3 aspects of your practice and focus on promoting those in a single ad.  Once again, if you have a lot to promote break it down into different ad campaigns.  Make a list of everything you want to promote and then design individual advertisements to promote everything on your list.

Last but not least, make sure you aren’t contradicting yourself with your marketing. Are you practicing what you preach?  Are you getting adjusted? Are you taking the supplements or using the same exercises you promote to your patients?  You’d better be, or at least be prepared with a good explanation why you aren’t!

Are your advertising messages contradicting each other?  I’ve seen Chiropractic practices say one thing in an advertisement one week and turn around two ads later and say something in complete opposition.  Nothing places doubt about Chiropractic, and your practice, faster than sending contradictory messages in your advertising.

Consistency is key in Chiropractic marketing. Take the time to design a logical and well thought out marketing campaign and you have a much better chance of creating Chiropractic marketing success!

Last night I experienced something I very rarely have the pleasure of experiencing: free time. My son decided he was tired and wanted to go to bed early (an even less common occurrence around here). I decided to seize the moment and start some online Christmas shopping. Yes I know it’s not even October yet but the truth is I just won’t have many opportunities to shop between now and the Holiday season.

Being a single dad with a busy schedule means I don’t have the luxury of browsing through brick and mortar stores without my son with me very often. That’s why I do the huge majority of my holiday shopping online.

My son has become a HUGE Star Wars fan so I decided to visit a site I haven’t visited in a few months: ThinkGeek.com.  I first discovered this site a few years ago because I’m a bit of a computer and tech nerd. Big surprise there right? On my first visit I was surprised to learn this site offers much more than computer hardware and accessories. They have all kinds of cool prank and witty novelty gifts. They have also recently started carrying all kinds of unique and harder to find Star Wars gifts. They are also now producing their own zany and original products.  If you have an intelligent slightly geeky person in your life with a wicked sense of humor, then ThinkGeek.com is definitely a great site to shop!

I know what you are thinking. “What the HELL does this have to do with Chiropractic?” Well stick with me because while I was browsing their site I came across some pretty cool gifts that really struck my funny bone as a Doctor of Chiropractic with a good sense of humor.

One of the first items I stumbled across were “Microbe plushies”. These cute and cuddly plush stuffed animals represent many common germs and microbes.

Now whether or not you, as a Doctor of Chiropractic, subscribe to the germ theory isn’t my concern. Regardless of your stance, giving someone herpes or varicella has never been funny . . . until now! I was pretty blown away with the huge selection they have. These aren’t just your typical common microbes. You have to check out the amazing selection for yourself.

If giving that special someone in your life a nasty microbe isn’t your cup of tea then maybe you could simply pick up a neuron plushie instead! While not for everyone, these plushies definitely got my attention and are worth checking out for a good laugh.

I also came across a cool new version of something I currently use in my Chiropractic practice: the Dynaflex Powerball Gyroscope. For those of you who don’t know, the Dynaflex powerball is basically a handheld gyroscope. The inside of the ball spins at high revolutions and creates a very dynamic rehab tool that is very effective for treating conditions like Carpal Tunnel Syndrome. At higher speeds the ball is challenging to hold on to and actually makes for a great wrist and forearm workout. This never version lights up in a cool blue LED glow. The best part? It does NOT require any batteries!

I also discovered a couple of books I thought were very cool. One is entitled
The Complete Manual of Things that Might Kill You: A Guide to Self-Diagnosis for Hypochondriacs.

This humorous book appears to be a guide to inducing panic in hypochondriacs by describing various events and activities that might kill you. I’m still desperately trying to resist the urge to buy this and place it on the coffee table in my reception area. Although most of my patients get my sense of humor, I fear some still might be offended.

The other book is entitled,  Why There’s Antifreeze in your Toothpaste: The Chemistry of Household Ingredients.

This book aims to demystify common myths and misconceptions regarding common household chemicals and explains the use and purpose of many chemicals contained in many household chemicals and products.

The last product I want to mention is something that could be of benefit to all of us and our Chiropractic patients. It’s a little gadget called the UV monkey.

The UV Monkey is a nifty little device to measure levels of Ultraviolet light exposure. When it is exposed to sunlight, the center of the device will turn to a purple color. The differening shades of purple indicate increasing levels of UV light with the darker shades equating to the means highest level of UV exosure. The UV Monkey is capable of indicating 4 different ranges of the UV Index (Index 1-2, Index 3-5, Index 6-8, Index 9-11). What a great way to protect your skin and your health!

There are plenty of other very cool gifts and products available on this site. These were simply the Chiropractic relevant ones that jumped out at me during my visit.  I personally love the site and recommend checking it out since it pretty much has products for everyone. If you have some intelligent friends and relatives with a different sense of humor then ThinkGeek.com is a great place to shop for gifts.

About a month ago I requested and received a free sample of Chiro-Squad(R) Superheroes trading cards. Being a single dad of a third-grader I know first hand the challenges of communicating the Chiropractic message to children. That’s why when I saw mention of the trading cards on facebook, along with an invitation to receive a free sample pack, I decided to see what the cards were all about.

I was pretty amazed at how fast my free sample pack actually arrived. I expected to wait a week or two but actually received the free sample within 2 or 3 days!   When I opened the package my pleasant surprise continued.

I have to admit I wasn’t expecting much in the way of quality.  I anticipated some light weight stock or cheap paper used for the trading cards. I was shocked to see they are printed on an extremely high quality glossy and heavy weight card stock.  The cards are glossy on the front and back.  The bottom line is these are not the paper thin cards I was expecting. They are definitely designed to withstand daily practice life and the rigors of being collected and traded by children. You can clearly see the gloss and high quality of these cards in the digital photos I snapped of them:

Although I was very satisfied with the cards I decided to move on to the real test, my eight year old son.  As I am reminded on a daily basis. . . there are few things as critical and brutally honest in this world as my eight year old boy.  (I can only imagine what the teen years will be like.)  With that in mind I was prepared for the worst.

I announced that I had ordered him a sample of Chiropractic Superhero trading cards. I expected some eye rolling and groaning but as he flipped through them he instead uttered the single word phrase, “cool!”  That may not sound like much, but if you have ever interacted with a grade school aged male, you’ll recognize it for the glowing positive testimonial that it really is.

He further confirmed his love for the cards later that evening when we had to run some errands.  My son had to take his Chiro-Squad trading cards with him in the car. Another very good sign!  The ultimate compliment for the Chiro-Squad trading cards came a few minutes later when he was describing details he was READING on the back of the cards. Yes you heard me correctly:  An eight year old was voluntarily reading!

He proudly informed me Cervico is his favorite character “because he is from Davenport”.  (My son fondly remembers our days at the Palmer College of Chiropractic campus in Davenport, IA and often requests to move back there someday). He went on to describe some of the body parts supplied by the third cervical spinal nerve.

Although he occasionally needed help with reading some of the words on the back of the cards, he was genuinely excited about learning the information. The few times he had difficulty with reading or pronouncing a word provided a great opportunity to educate him. What a wonderful way to assist him with understanding Chiropractic philosophy and human anatomy!

Overall these cards were a hit with me, and most importantly, with their target audience.  My son has already requested (ok. . . DEMANDED) that I purchase the remaining two packs so he can complete the entire 30 card set.

I currently don’t see a ton of pediatric patients in my Chiropractic practice but I’m hoping these Chiro-Squad trading cards will help change that.  I think they are a great way to reach out to children of existing patients and their families.  I plan on ordering more of the trading cards and the Chiro-Squad practice marketing kit which consists of stickers, tattoos, office posters, and even Chiro-Squad Kids’ Club membership cards.

I think the trading cards are a fantastic idea and a great way to communicate the Chiropractic wellness model to entire families. I want to thank Dr. Vic Naumov, D.C. for creating such a great product at a great price. I’ll wrap up my review with our “what’s hot” and “what’s not” breakdown.  After that I’ll conclude with some more information about the trading cards and where to buy them online.

What’s Hot:

• Very high quality glossy stock
• Durable
• Very affordable
• Colorful and attractive designs
• Variety of purchase options: Buy individual packs or buy in bulk
• Internal marketing kits to support the trading cards
• Positive and Principled Chiropractic and wellness messages
• Both Male and Female Superheroes avoid alienating either gender
• Extremely easy to introduce and implement in the busiest of practices

What’s Not:

There really isn’t much to NOT Like about the Chiro-Squad cards but here are the few negatives we could come up with:

• Not for all ages. (Probably most effective for the 5-12 year age range)
• Although both male and female characters exist, the cards still will generally probably appeal more to boys than girls.
• Due to the nature of the topics addressed, some of the words can be a little challenging for early readers, but that’s where the Doctor and parents come in!
• And the final potential negative “What’s Not” comes from my son:

“No fully poseable Chiro-Squad action figures!”

The Chiro-Squad(R) Superheroes

“Connecting Kids & Chiropractic Across the Globe!”

Let’s look at the Chiro-Squad Superhero trading cards in a little more detail.

The Chiro-Squad was created by New Jersey Doctor of Chiropractic, Dr. Vic Naumov.  The squad consists of a team of 5 Chiropractic superhero characters:

• Cervico
• Lumbardo
• Thoracico
• Thoracica
• Sacra

The Chiro-Squad Chiropractic superhero trading card set consists of 30 total cards available in 3 separate packs of ten cards each.  There are 24 cards representing each of the spinal levels and six bonus cards. Each of the 24 individual spinal segment cards features a Chiro-Squad character on the front and valuable chiropractic patient education on the reverse. The back of the card features a description of background information on the Chiro-Squad character, a spinal nerve chart, a description of the body areas supplied by the spinal nerve in question, and possible health conditions associated with the spinal nerve highlighted.

Each individual card also discusses a Chiropractic Principle and features a notable Chiropractic related quote from Dr. Vic Naumov.  The bonus cards feature additional bonus information. For example, the back of the “United” card in our sample describes the origin of the Chiro-Squad.

For more information, or to order your Chiro-Squad trading cards, visit the official website at:

http://www.chirosquad.com

You can also use the contact information below:

It’s review time again!  For those of you who haven’t been following along, we often come across a Chiropractic related website, product, or service we want to rant or rave about.  It’s a great way to break the monotony around here while spreading the word about things that may (or may not) be of benefit to your Chiropractic practice. Today we’ll be looking at VistaPrint.com

My first experience with Vistaprint.com was while attending Palmer College of Chiropractic.  When we finally entered student clinic nearly everyone, including myself, got free business cards from Vistaprint to help us network and get patients.  Having a real business card as a student extern was one of the first times you begin to feel like an actual Chiropractor.

At the time of this writing you can still get 250 free business cards. You only pay for shipping and processing and for any upgrades you choose.  Although free business card customers are limited to choosing from about 42 free designs, there is surely something to fit your needs.  The cards are great quality and the only real downside is they feature the phrase “Free business cards at VistaPrint.com” or a similar phrase in small print on the back of the cards. These business cards are ideal for a Chiropractic practice starting out on a budget or even for use as appointment reminder cards.

Although the free business card end of VistaPrint.com hasn’t changed much, I am amazed to see how the site has expanded in the last 5 or 6 years. They now offer a huge range of products and services.

In addition to business cards the site offers anything you could imagine or desire in the world of office related stationary. You can design custom Chiropractic envelopes, labels, folders, brochures, pamphlets,  postcards, mailing labels, rubber stamps and much more.  Need custom business checks? They do that! Want to design a Visa credit card with your own design? You can do that too.

Vistaprint also offers professional signage solutions. From banners to magnetic car signs and window decals, they are a complete signage provider. You are sure to find something to fit your Chiropractic signage needs.  If one of their pre-made Chiropractic sign designs doesn’t suit your tastes then simply design and upload your own. This site puts you in control of designs with their very easy to use design interface.

The site also offers solutions for all of your Chiropractic practice promotional items.  Check out their coffee mugs, T-shirts, pens, keychains, luggage tags, mousepads, magnets, and much more.

That’s not all! VistaPrint.com also offers business marketing services such as email marketing, postcard and other direct marketing services, websites, online search profiles, and much more.  They are a one stop shop for your Chiropractic print and practice promotion needs.

I was surprised to see you can even purchase a toll free 800 telephone number through their site. You can sign up for a free 30 day trial and after that the base plan is only $9.99 a month with an annual commitment (or $14.99 if you choose to be billed monthly).  I know what you are thinking, but there are no setup fees either! I never realized obtaining a toll free 1-800 telephone number for a Chiropractic practice could be so easy and affordable.

I have been a VistaPrint.com customer for years and I still see something new on their site every time I visit to place an order. They offer quick turnaround, great prices, and high quality on their print pieces. As you can tell I dig VistaPrint. Afterall, any company that saved me money during Chiropractic college and still saves me money in practice holds a very special spot in my heart.

Here’s a lot of what I like, and the little I don’t:

What’s Hot

• Tons of Free Products: You can sample the quality of many products and try many services absolutely free for 30 days. I highly recommend you stop by and check out their free pens, free business cards, free website, free logo design service, and much more.

• Great Prices: The site offers pretty amazing prices and great promotions to save you even more of your hard earned cash. In fact they even offer a low price guarantee on their Postcards, Business Cards, Brochures, and Folders.

• Package Deals: Save even more by taking advantage of package deals on matching sets of business cards and related stationary. For instance you can save 50% with the mid level “Standard – Business Package Deal”.  This one is my favorite and truly an amazing deal if you ask me. For just $49.99 you get:

• Easy to Use Design Interface: Customizing one of the existing designs or making your own from scratch is easy, quick, and painless.  You can design your own Chiropractic logo, business cards, and matching stationary in minutes.

• Environmentally Friendly Company with Green Choices: Choose recycled materials for your print products and help protect our environment.

What’s Not

• Too Few Chiropractic Specific Designs: The ready to go Chiropractic designs on the site are a little bland and Chiropractors could really use more choices.  Since you can make changes or upload your own designs this is really only a minor issue.

• Pricey Upgrades: Glossy business card stock, premium 100-lb matte  paper, foil accents, or other upgrades can end up costing you a decent chunk of change, but this is true at any business card or print site.

• Distracting Lineup of Interesting Products: Once you start poking around the site you tend to get sidetracked and start browsing through cool products you never intended to buy!

As you can tell, there isn’t a lot to complain about with this site. I frequently recommend it to Chiropractic clients, friends, and colleagues. Don’t take my word for it. Head on over to their site and check out some of their free products. Through our affiliation with VistaPrint we can even hook you up with a discount on any paid order.  Simply click the link below to save big on your purchase!

10 Tips to Streamline Your Chiropractic Patient Testimonial Videos

Like any other aspect of your Chiropractic practice, you need to streamline your Video Chiropractic Patient Testimonial process. A video patient testimonial is a highly valuable marketing tool, but obtaining it shouldn’t disrupt patient flow and other activities within your practice. Let’s look at 10 easy ways we can make the process more efficient.

1. Delegate Responsibility: Decide who will be responsible for the patient testimonial process. It’s usually a good idea to have one or two people trained and educated on the entire process. These individuals should be the only ones filming the testimonials etc. Having specific individuals responsible for the process leads to consistency and efficiency. Having 2 individuals well versed in the process allows for life to continue on in the event a staff member is ill or otherwise absent from the practice.

2. Determine who will be approached: Not every patient is going to be a candidate for a video Chiropractic patient testimonial. The ideal candidate is a happy and long term member of your practice who’s been through the acute stage of care and has decided to stay with your practice for wellness or maintenance care. A patient with an outgoing personality is always a plus as well.

Be sure to sit down in a meeting with your staff and discuss the importance of knowing who to approach.

3. Determine WHEN to approach patients: Once you and your staff have defined the right type of patient to approach, you need to discuss when, and when not, to request a testimonial from them.

If a patient is going through personal tragedy (such as a death or divorce), experiencing an acute flare up of their condition, or just disputed a bill with your office then NOW is not a good time to be asking for a testimonial from them. Knowing WHEN to ask is probably just as important to know who to ask.

4. Keep records: Make a notation of which patients have already supplied, or declined to supply, a testimonial. It’s certainly acceptable to “try again” with a reluctant patient at a later point but don’t be too pushy. Repeatedly badgering reluctant patients or constantly asking patients who’ve already supplied a testimonial is going to offend and alienate your patients.

5. Come up with a script: You need a plan and direction for the entire patient testimonial process. One great way to do this is to develop scripts. These don’t necessarily have to be rigid scripts followed verbatim by staff. Simply give your staff an idea of how they should approach patients, a general idea of what to say, and plan out the ideal patient testimonial process. If you don’t like the idea of a “script” consider this an outline or guide for the entire process.

The most important aspect of your patient testimonial script is going to be how it guides the flow of tasks. Concern yourself less with telling staff what to say and more with guiding them on the order you’d like things performed. Your script should outline where patients are taken to complete testimonial release forms and how the patient is guided through the entire process.

6. Decide on a length: Decide on a desired length for each testimonial. In general one to two minutes is usually ample time for a patient to get their point across. Anything longer runs the risk of losing the attention of the audience. Of course you can vary your requirements as you see fit, but defining a soft cap on testimonial length can streamline the process and keep patients from rambling.

Determining a limit on the length of time required of the practice to obtain patient testimonials is another great way to keep things moving efficiently. In general the entire process shouldn’t take any more than 5 or 10 minutes. Let your staff know what you expect of them.

7. X marks the spot: If you’ve decided to set aside a dedicated location for your testimonials you can further expedite the process by marking where patients sit or stand, and where cameras and lighting should be placed. Taping an “X” on the spot you want the patient is a great way to speed up positioning and camera adjustments.

You can take further actions such as permanently mounting lighting in place or mounting a camera on a tripod and preventing it from being bumped out of position.

8. Be professional: While many practices have a very loose and fun atmosphere, you should maintain a great deal of professionalism in the video testimonial process. Maintaining this professionalism will help prevent staff from going “off track” with friendly and talkative patients and will result in higher quality testimonials.

9. Thank your patient!: Be sure to thank patients for taking time to provide their testimonial. Following up with a “thank you” post card in the mail is a great way to express your gratitude.

10. Practice: Although it seems a little weird, you need to practice the entire process a few times before approaching patients. Getting together with staff and going through a few dry runs is a great way to make sure everyone understands the process and procedures. Take a lunch hour one day and run through the process with some mock patients.

These are 10 simple tips to maximize the efficiency of your video Chiropractic patient testimonial process. You and your patients are very busy. Keeping the entire process running smoothly and quickly will keep your practice and your patients happy. It also increases the likelihood that other patients will participate once they see it is quick and painless.

I’m often asked by Doctors of Chiropractic if I think patient testimonials are a good idea.  Done properly, I think they are a wonderful idea and one of the best ways to build social proof in the world of Chiropractic marketing. In this series of articles we’ll be discussing Chiropractic patient testimonials, video testimonials, social proof, and more. I’ll also be providing some handy tips along the way on how to best accomplish all of this. I’ll even end by providing FREE downloadable permission and release forms to allow you to legally and ethically use your patient testimonials.  So enough introduction, let’s get started!

Patient testimonials fit right into an area of Chiropractic internet marketing that has become a hot topic of late: Social Proof.  Social proof is nothing new. It’s simply a new buzz word and spin applied to an age old concept.  On the most basic level, social proof is little more than providing reviews ,testimonials, and other evidence to prove that your product or service is effective, accepted, and well liked.

Patient testimonials are obviously an ideal technique to build social proof. While print or text testimonials are effective, the best idea is always video. If you can’t or won’t work with video testimonials than you should try and at least use photos along with your testimonial.  Most people tend to dismiss plain text testimonials as simply being made up. A photo of the individual along with their testimonial is a better idea since it puts a face with the text and helps to establish a little more credibility.  The king of all Chiropractic patient testimonials is without a doubt, the video testimonial.

We have become a very visual society. We tend to place more trust in something we can see and hear for ourselves rather than simply reading.  Video testimonials are probably one of the best ways a Doctor of Chiropractic can build social proof. Although they require more work than other types of testimonials, it is well worth the extra effort.  We’ll  take a look at some of the benefits and disadvantages of video testimonials in our next post.

Are you running proactive or reactive Chiropractic internet marketing?

Chances are you’ve probably never even thought about it. Marketing is marketing right? Your attitude and approach to your Chiropractic marketing can have just as significant of an impact on it’s success as the marketing content itself.

Due to the daily time demands of a Chiropractic practice, many Doctors of Chiropractic simply run their marketing with a reactive approach. What the heck is reactive Chiropractic marketing? In the most simple terms it is when a Chiropractic marketing strategy simply reacts in response to changes.  While reacting to changes in a market is an important aspect of any marketing  program, it can’t be the sole foundation for your advertising efforts.

Don’t get me wrong, you definitely need to react to change.  You need to analyze ROI and the effectiveness of your marketing.  No one is telling you NOT to respond to change. The problem is most Chiropractors work exclusively in reactive marketing mindset. They develop tunnel vision and break things down to a black and white world consisting of one problem and one solution.   This leads to marketing that is two steps behind and can be devastating to your Chiropractic success.

Let me give you some quick examples. Let’s say you run a newspaper ad. It runs for one or two weeks with minimal results. Due to the expense and the dismal results you pull the plug on your newspaper marketing because it “doesn’t work”.

Another example can be seen with the current state of our economy in America. All across the country times are tough and things are slow. Many practices are reacting to this by simply scaling back or eliminating much of their advertising to control costs.

While the above examples may seem like perfectly acceptable ways to react to a situation, they are not proactive solutions. In actuality they are simple responses made with little thought about the future of your Chiropractic success.  At best they are short term solutions.

So what’s the difference between proactive and reactive Chiropractic marketing?  As we discussed before, reactive marketing is simply taking a black and white approach to your advertising.  You see a problem and pick an easy solution. This creates quick fixes and limited opportunity for growth. It’s patching a hole, slapping a band-aid on the situation, and waiting for success to find you.

Proactive Chiropractic marketing takes things to the next step. While it may be necessary to apply a short term fix, proactive Chiropractors are constantly thinking outside of the box. They are always looking for alternative solutions, ways to create opportunities, anticipating changes, and always thinking about the long term.

Proactive Chiropractic marketing avoids the easy knee jerk reaction to a situation.  Rather than canceling that failing newspaper ad, the proactive Chiropractor is more likely to spend time making changes to it until they find what works.  Instead of cutting back on their advertising budget during a slow economy, a proactive  practice will stay the course or even increase their advertising budget. If current advertising isn’t creating the desired results, the proactive Chiropractic practice tries new and creative marketing techniques to create success.

Are you running proactive Chiropractic marketing? Or are you simply going with the flow and reacting to change after the fact? While reactive Chiropractic marketing may work in the here and now, it can actually be a barrier to your long term success .  Now is the time to take a critical look at your Chiropractic marketing.  Stop reacting  and start creating the  success you desire!

Once again (thanks to  the internet and our ever growing network of friends, clients, and colleagues) I was introduced to another back pain related site I never knew existed.  An associate recommended I check out Relaxtheback.com.

Let me clarify a few things.  Although new to me, Relax the Back is nothing new.  Since I am in the Midwest I’d actually never heard of them, but they’ve been around since 1984 and have over 100 stores in the U.S. and Canada. Unfortunately the closest store is about 70 miles north of my home in a town I’ve only been to twice. Just thought I’d point out I haven’t been living under a rock. . . well ok maybe a small one.

Relax the Back is dedicated to helping their customers treat and prevent back and neck pain. They provide a wide variety of products, posture supports, and self care solutions to help them achieve this goal.

Their website offers 7 main categories. These categories are an interesting blend of products such as ergonomic workplace seating and accessories, recliners, mattresses and pillows, massagers, zero gravity recliners, self help books, Dvds, inversion tables and more.  According to their website their physical store sales associates go through rigorous training in areas such as posture and ergonomics in order to gain the knowledge needed to  best serve their customers.

According to their website Relax the Back has experience working in harmony with many Medical and Health Care practitioners.  Overall I like their co-care approach and patient self-help philosophy. Rather than advocating their clients use their products as an alternative to professional healthcare they advocate a symbiotic relationship.  They also do a great job of advocating the fact that there is more to your healthcare than the treatment you receive in a Chiropractor’s or other provider’s office. Patients need to realize they can take a proactive approach and protect their spines while they are at rest and this site does a wonderful job of driving this point home.

Since I’ve never set foot in a Relax the Back store I’m planning on taking a short road trip up north this weekend with my son to check out their nearest location.  I’ll try and post an update when I do.

Even though there isn’t a physical store within about 60 miles of my Chiropractic practice I plan on picking up and/or ordering some copies of their print catalog to keep around the office. I’m sure many of my patients would like the idea of ordering some of their unique products online. I like to provide my patients with alternatives to the products I carry in my practice as well as a way to easily shop for large products I can’t stock.   Relaxtheback.com is a perfect fit for those purposes.

All in all I really like their site.  Check out my quick summary of my likes and dislikes below.  As I’ve done before I wanted to point out some interesting products I found in my visit to their site.

What’s Hot:

• Physical store locations with trained employees
• Print catalog
• Unique product offerings
• Ergonomic work stations and office chairs
• Zero gravity recliners
• Live chat available online
• A very non-cluttered and easy to use site. All products are grouped into 7 manageable categories.
• Gift cards available
• A price match guarantee policy
• Back and Neck Health information provided by SpineUniverse.com

What’s Not:

• No stores close enough to my Chiropractic practice!
• Free Shipping provided on orders over $300. (I’d like to see free shipping offered at a slightly lower purchase price).

As promised here are just a few of many products from their site that I was drooling over:

• iJoy Board (SKU# MAIH161): This thing is pretty awesome and I may just end up picking one up for my home and office.  This motorized board helps build core strength, coordination, and stability. Simply grab the infrared remote and hop on the board. Try to maintain your balance while it simulates the motions of surfboards, skateboards, or snowboards in action.  The iJoy features variable speeds and difficulty and pre-programmed 15 minute run times. What a fun alternative to your Chiropractic practice’s wobble board!
• Inversion Tables: They currently offer three inversion tables and I can’t pick just one!
• Zero Gravity Recliners: They have tons of these recliners and I’m having a tough time picking just one!
• Outdoor Zero Gravity Recliners: Relax in comfort outdoors!
• Lumbar Extender Plus (SKU# SMCI002): A nifty new revision of the standard lumbar extender featuring a “trigger point massage top”. An affordable way to restore and maintain lumbar curve and prevent low back pain.

In part 3 of this series we discussed some examples of how unique article and content creation tools can mangle an original article or post and create an embarrassing mess of a revision.  In the world of Chiropractic marketing this can have devastating effects. If you are an affiliate marketer or spammer your main concern is probably just creating backlinks and getting your link published as many time as possible.  You may not be concerned with the quality of the content you are publishing.  As Doctors of Chiropractic we do not have this luxury.  As a Chiropractor your reputation is key to the success and growth of your career and practice.

When I come across a terrible article, post, or comment that was obviously generated by some automated program I can’t help but develop a negative opinion of the publisher and author.  It looks lazy, sloppy, and unprofessional.  I hold this point of view and I actually understand how  and why the horrible content ended up being published.  Most likely a busy and well intentioned Doctor of Chiropractic simply plugged their original content into some magic unique content creation tool and went on their way without ever examining the quality of  content created.

Meanwhile most of the people who come across this sub-par content won’t have this understanding.  When they come across some jumbled up mess of illogical text containing a link or two they are going to quickly question the professionalism (and sanity) of the author.  Worse yet, they’ll most likely end up disregarding any other content from the same source in the future.

I’d like to take a moment to point out that I haven’t tried every automatic article revision or unique content creation tool available.  I have worked with and tried enough of them to know they need to be closely monitored.  As a Doctor of Chiropractic you are ultimately held responsible for the Chiropractic marketing content you publish. Used without caution these tools can cause more harm than good to your Chiropractic practice.

I’m not discouraging the use of all of these tools.  I’m simply saying the Chiropractic profession needs to focus on quality control and make a sincere effort to monitor the quality of the content being created.  I’ve had pretty poor results so I choose to spend a few minutes now and then and rework articles on my own.  Once you’ve done it yourself a few times you can generally rework an article pretty quickly.  The time spent doing it right yourself the first time is usually less than the time required to track down and fix illogical junk regurgitated by an automated program.

Another option is to pay someone else to rework your content for you.  This route is sometimes even more cost effective than the high cost of many of automated programs.  There are entire sites devoted to article and content revision.  The internet is loaded with freelancers who specialize in article revision and unique content creation.  We even offer article revision and reworking and content creation services in our store.

The bottom line is to use caution and choose content revision and unique article creation tools that work best for you and your Chiropractic practice.

In this series of posts I’ve refused to specifically mention any tools, websites, or examples of any any specific content.  This was done out of respect for my internet and Chiropractic colleagues.  This was meant to be an informative series of posts, and not a venue to slam specific individuals and I intend to keep things that way.

What do you think? Am I  totally off base?  Have you come across a unique content creation or revision tool that works well for you?  Let me know! I’m definitely open minded and willing to try recommendations of my colleagues.  Voice your opinion by posting a comment below. Agree, disagree, blast me or anything in between.   All comments are moderated and require approval, but I simply ask that you keep it clean and not attack others.