Chiropractic is the most sought-after health profession for complementary and alternative care in the United States. Even so, there are plenty of misconceptions about the chiropractor’s role and scope of practice.
Fortunately, patient education is a mainstay in today’s medical field. If your community has people looking for help with injuries, prevention, and wellness, you can bet they’d be interested in learning more about the benefits of chiropractic care.
As a clinician looking to grow your chiropractic practice, it’s your job to capitalize on the popularity of patient education, engage your community, and raise awareness of the benefits of chiropractic care. These eight suggestions will help you connect with patients and prospects, informing them of the wide range of services the profession and you have to offer.
1. Social Media
In the information age, social media is the ideal tool for reaching a wide audience. People of all ages use Facebook, Instagram, and YouTube; and these free-to-use platforms allow you to release high-quality content on a regular basis.
The question, then, isn’t whether you should open social media accounts for your business, but how you should go about using them. As a rule, the more informative content you put out, the better. Particularly, when your goal is to educate potential patients. For every post you make that pitches your services, use the next three or four to post or re-post content that tells the reader (or viewer) something they didn’t know before about chiropractic care.
2. Direct Mail
As useful as electronic media can be, physical mail is still a great way to reach a new audience. Emails are all too easy to ignore, and if you haven’t secured a reader’s interest through other means, they’ll probably just delete.
A quality mailer, on the other hand, will catch more eyes, particularly if it focuses on informing rather than selling. Consider a postcard or flier for your next campaign, and emphasize educational content and your practice’s community involvement.
3. Success Stories
Are there skeptics in your community? To spread the word about the benefits of chiropractic care, encourage your satisfied patients to share their stories, and post them on your clinic walls and social media pages. People may not take your word for anything, at least not at first — but the opinions of fellow community members will certainly sway them.
4. Company Events
More and more organizations are adopting employee wellness programs, particularly as their insurance rates rise and the need for preventive care grows. These programs often feature lunchtime and after-hours presentations — perfect opportunities for you to host talks and answer questions.
5. Health Screenings
Likewise, local organizations may offer free or low-cost health screenings. Consider partnering with employers to offer spinal and musculoskeletal examinations. A win-win for everyone involved. These exams may reduce work-related injuries, sick leave, and healthcare costs for employers and employees alike.
6. Charitable Giving
Giving money is great, but donating yourtime is a much better way to connect with your community and raise awareness. Walks, marathons, and school sporting events are perfect chances for you to offer free treatments and consultations. You’ll build goodwill with community members, potentially capture new patients, and inform hundreds of people in the process.
7. Address Misconceptions
Whether you’re meeting community members face-to-face or online, it’s important to dispel myths and misconceptions that may arise. Chiropractic care is a growing, evolving field, but many people still assume that spinal adjustments are all its practitioners do. They also may be concerned that a treatment session will hurt, that their care won’t be covered by insurance, or that the only thing you can do is treat back pain. Make sure you set the record straight.
8. Focus on Wellness
Above all, your communications with your community should emphasize wellness and long-term health. One of the most important things that differentiates chiropractors from physicians is their focus on preventive care, routine checkups, and a healthy lifestyle.
To that end, include information on nutrition, exercise, and stress management in your educational efforts. Your patients will gain a greater appreciation for your services — and the profession as a whole — when they see your commitment to their well-being.