Hi guys, John Nesbit with The Customer Factory here, and I’m gonna give you the essential difference between chiropractic marketing and marketing for a medical practice. Now, this is for those who are, maybe, transitioning from chiropractic to, maybe, you’re integrating, becoming a medical office or you’ve got chiropractic and medical services, both under the same house. It’s very important that you know the essential difference when doing those two types of marketing and this applies to any marketing you’re doing anywhere for these types of services.
There’s a really big difference on where the public person is, and their perception, depending on which one of these two you’re marketing. Let me go first through a scale. You may be familiar with this scale, I’ve talked about it before, but this is sort of what I call the Buyer’s Journey, right? Now it starts with a person being unaware. So your potential prospect, maybe he’s got knee pain, and he’s unaware he has knee pain, funny enough. He’s got a little knee pain, he’s getting older, he injured it, but it’s okay, or something like that. And then it hurts him one day and the next day it hurts him again. After a week or two, it’s still hurting. He suddenly becomes aware that he’s got a problem and he’s on the next step called problem aware.
So he’s gone from being unaware to being problem aware on the scale. Now the next step on the scale is solution aware. So now he’s got this problem, now he’s looking for solutions. It might be as simple as I’m going to take an aspirin and put some ice on it. Or it could be, after it persists for a while, isn’t there surgery for this sort of thing? Who can fix my knee? How can I get my knee fixed? He’s looking for a solution. Once someone has figured out a solution, say the guy says, well my solution is gonna be I think I wanna go to a surgeon or I wanna go to a chiropractor, okay? He sees an advertisement that tells him what the solution is and so he says I wanna try that solution.
I’m gonna try somebody who can adjust my knee or help me rehab my knee, right? Well, non-surgically or something like that. So now he’s solution aware and he now is going to become vendor aware. So now that he knows what solution he wants, he has to figure out where does he want to get that solution. So he goes from being solution aware to being vendor aware. It’s kinda like when a person is not hungry and then they become hungry, now they’re solution aware. Where am I gonna eat, right? So then they see all the different choices, all the different restaurants that are out there. Okay, when they’re solution aware with pain, they’re looking at their different options and now they’re trying, once they figure out the solution, they wanna figure out who they’re gonna get that option provided by and that becomes vendor aware, right? So that’s when they choose you as the vendor. Okay, yeah, tell me about that, tell me, I want that solution, I want it from you.
Then they get the solution done and, hopefully, they become success aware. They actually realize, oh, I tried that solution and it worked, great! If they don’t get success aware, at the top of the scale, they actually go back to becoming solution aware, looking for a solution or looking for a different vendor of the same solution, one of those two things. They’ll go back and forth on the scale until they get it. Those are the guys who tried everything, right? So, generally speaking, when somebody is in pain and they’re looking for a solution, that’s where your medical marketing is done. Your medical marketing says we have a solution for you. Really, what is it? Oh, come on in and we’ll tell you about it, right? So your marketing as a medical office is solution oriented. Oh, do you have blah, this problem? You’re aware of this problem you have? You’re aware you have sciatica, you’re aware you have blurred vision, you’re aware you have whatever problem it is, yes? Good, then come and let’s talk about solutions cause now they wanna find solutions, right? However, when you’re dealing with a chiropractic marketing program, they’re usually already aware of chiropractic as the solution and now they’re trying to choose a vendor.
You say, well, you want chiropractic? Oh, yes, yes. Okay well, we’re a better chiropractic cause I’ve been here for 20 years or whatever your reasoning that you’re a better solution, that you’re a better vendor for that solution than the other guys down the street are, right? So that’s all you have to do that. So, the essential difference between medical and chiro marketing is in medical, you’re marketing solutions to a perceived problem, so problems they know they have, right? And in chiropractic, you’re marketing yourself as a vendor of a known solution there. Now, that’s not ubiquitous with everything. Sometimes you’re marketing chiropractic as a solution to medical things, so that’s totally fine, and that happens all the time. So you can market chiropractic as a solution the same way, but generally, the thick part of the marketing chiropractic is you market as a chiropractor versus other chiropractors.
It’s difficult to break in, always, into that medical market, as a lot of guys have found, which is why a lot of guys have made themselves medical offices. If you want more proof this works, look what Big Pharma does. They promote to people on TV, oh, you have this problem? Depression or whatever it is? Well good, here is the solution, go ask your doctor for it, right? They just skip the step, they go straight and say we’ve got the solution, this drug. Go to your doctor for it.
Now it’s a horrific product, but it’s really good marketing cause those people show up in the doctor’s office, they already know which solution they want. They pick their doctor to be the vendor for that solution and that’s why they picked the doctor. What happens to the doctor who won’t prescribe the drug to the person? They go find another vendor. So what you wanna be is you wanna be the person in town. If you’re a medical office, you wanna be the person in town who has solutions and you want people to come to you to find out what they are. If you’re a chiropractor, you wanna be the person who can provide chiropractic best or the best known, or provide the best version of chiropractic, and get people that way. Now there’s crossover between the two, of course, as I said nothing is perfect. But I’m just giving you the general, biggest differences.
So when you’re designing your marketing campaign for either one of those two, you’re gonna do that. So hopefully that clears that up for you and I will see you in the next video. .
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