Posts Tagged ‘ Chiropractic patient education ’

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!

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:

Myths and falsehoods still surround the Chiropractic profession like a dark cloud.  How many times have you heard something negative and totally off base about Chiropractic care? How much time do you spend in your practice fighting myths and uneducated inaccuracies regarding our wonderful profession?

Battling long held negative public opinions of Chiropractic can suck the energy and life out of any Chiropractic practice.  Although the perception and acceptance of Chiropractic has improved dramatically over the last 50 years , we still have a long way to go. Just last week a new patient was astonished to learn that Chiropractic education consists of more than “a six or 8 week program”!

I wanted to make this post more of an open discussion rather than a simple blog post.  We’re working on a new Chiropractic DVD and PowerPoint over at ChiropracticArt.com and our sister site ClinicallySignificantProductions.com.

Ok, that’s not entirely true. Basically we are reworking the VERY first PowerPoint presentation and DVD we ever made: the “Top 10 Chiropractic Myths”. This one has been in our archives for a few years now and it’s time to rework it and get it back out there to help you educate the public and clear up many common fallacies and misconceptions that cloud our profession.

Some of the common myths we plan to address are:

1. You have to go FOREVER.

2. Chiropractors are uneducated “quacks”

3.  Chiropractors only “twist”, “snap”, “crack” and “pop” your back and neck.

4.  Chiropractic is only for back pain

5.  Chiropractic can hurt your neck or will cause a stroke.

6.  Chiropractic is expensive.

7.  Chiropractors don’t believe in medicine

8.  Chiropractors are dishonest, unethical etc. “I know a guy who knew this guy who knows a Chiropractor who….”

9.  You MUST have X-rays

10.  Chiropractic is just for the old, the injured, etc.

11. ????? You TELL US!

These are just some of the common myths surrounding Chiropractic care. What other common misconceptions do you fight on a daily basis? What would you like to add? We want to make sure we represent the Chiropractic majority here so give us your thoughts and we might just include it in our next DVD and PowerPoint. If you REALLY do a good job and we use your idea we’ll even  send a complementary copy of the presentation when it’s completed.

No worries! There is no sign up necessary and we don’t post  your email address, so help us clear up common Chiropractic myths and leave your comments below.

What do you think? Leave your thoughts, ideas, and contributions in the comment section below!

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.

Hi everyone! I recently came across a site that I wanted to share with all of you.  ShopAnatomical.com is an awesome site that offers some very cool and very affordable anatomical models, wall charts, gifts, and many other items you’ll want in your Chiropractic practices.

As the name suggests, they offer many high quality and affordable anatomical models. I was actually pretty blown away with the products offered. This isn’t your standard anatomical model site that offers 2 overpriced spine models and a few chiropractic relevant wall charts.  This site has nearly anything you can think of with countless variations of spine and vertebrae models.

Want a small and affordable desk-sized spine model? They have it.  Want a deluxe muscled spine model? They have those too. How about a color coded and muscled spine model with disorders?  You betcha! Want a spine with a rib cage? How about a complete skeletal torso? You get the idea. This place has it all.

Have something a little more specialized in mind? They have some awesome cervical spine models, including life size and oversize atlas/axis models perfect for upper cervical doctors.   You can also find spinal degeneration models and models explaining osteoporosis and disc herniation.  I also noticed some very interesting, and large, spinal cord models.

In the market for some anatomical wall charts for your Chiropractic practice? They have loads of those too.  You simply can’t beat their amazing prices. At the time I wrote this article they boast several Chiropractic relevant wall charts for only $7.95!

If you can’t tell, I am pretty impressed with this site. It is much better than some of the anatomical model and chart companies I have dealt with in the past.  I could go on and on, but I think you get the point.  I’ll wrap things up by providing my handy breakdown and summary.

What’s Hot:

• Tons of products
• Amazingly low prices on many items. Many choices under 50 bucks.
• Free or affordable shipping options
• Ties, T-shirts, Keychains and other great gifts.
• Many of their products are Made in the USA
• Shopping by price, category, and profession
• 128-bit secure server for safe ordering
• Order by faxing purchase order
• Gift cards
• Powerful store search function
• Discounts on large orders
• Clear and easy site design that’s easy to navigate and use

What’s Not:

• Tons of choices (I want 2/3 of their inventory!!!)
• No print catalog (but if it helps keep overhead and prices low, who cares?)
• I could get myself into trouble by ordering too many things!
• I wish I would have known about this site when I was a Chiropractic student or BEFORE I purchased spine models for my Chiropractic practice!

10 Products you Can’t Miss

Although you definitely need to spend an hour or so browsing this site, I wanted to share 1o of my favorite products.

1. Vertebral Simulator: Lumbar Disc Herniation Model – This nifty little model demonstrates the process of disc herniation in one of the best ways I’ve seen yet.  A shopanatomical.com exclusive.
2. Understanding Low Back Pain Chart: An attractive and extremely affordable chart explaining many concepts and topics about low back pain.  A ton of information on an attractive chart wall chart.
3. Lifesize Atlas/Axis model: A handy model for any doctor and under $20 at the time of this writing!
4. Oversize Atlas/Axis/Occiput model: A larger than life version perfect for an upper cervical practice!
5. Exploring the Spine 3D Anatomy CD-Rom: A great way for the modern Chiropractor to educate patients. This computer CD-Rom is also priced below the retail price of most other sources.
6. Spine X-Ray Tie: A very cool neck tie featuring an image of a full spine a-p x-ray. 100% silk and an Awesome Chiropractic gift!
7. Spine Anatomical T-Shirt: Spine anatomical chart T-shirt that would make a great affordable Chiropractic gift.
8. Muscled Cervical Spine Model: A beautiful muscled cervical spine model on a walnut base.
9. Osteoporosis of the Spine Model: A spine section mounted on a base showing details of osteoporosis.
10. Spinal Nerve Function Chart: A more colorful and modern version of the meric type chart listing spinal nerves and related organs and potential dysfunction.