At one time, a phone book’s yellow pages were the best place for consumers to find the services they needed, and that meant those pages were also the best place for professionals to reach prospective clients.
But in the modern world, search engines like Google and Bing give customers much more access to the information and solutions they need. Chiropractors who limit their marketing efforts to print media may simply never reach the prospects who could benefit the most from their services.
Chiropractors in particular can benefit from using social media because it can help them reach customers who know they have a problem but don’t know that chiropractic care can help.
For example, a prospect who has never considered chiropractic care or doesn’t even know what chiropractors do might enter a Google search for “back pain” hoping to find a remedy or information related to their problem. If that search takes them to a website that discusses the benefits of chiropractic care in solving their problem, they become not only better educated about their own condition but also more likely to seek the care they need.
Getting Started in Social Media
Getting started in social media is not as complicated as it might seem.
A practice’s Facebook page can establish an online identity, and should include basic information like an address, phone number, and information about the chiropractor(s) serving the practice. Images add extra appeal for the viewer, and can supply a human face that they can immediately relate to.
A Twitter profile can offer a scaled-down version of the same information and can help reach potential prospects better on their mobile devices.
Content is King
Content is perhaps the most important element of social media. If updated regularly, it gives life and currency to a Facebook page or Twitter profile.
Unlike other industries, chiropractors are subject to HIPAA, so they don’t have the option of talking about their most recent case. But good content subjects might be an update on the services a clinic offers, or a discount offered to Facebook friends or Twitter followers; the two sites are linkable so updates posted to one will post to both.
Brief personal posts (not too personal, of course) from the doctor can also help form a rapport with potential patients. And although chiropractors can’t post about the people they help, the patients themselves can. Facebook posts from satisfied patients are visible to their friends, which is what makes social media a form of viral marketing.
Blogging is the Hub
Establishing an online identity through Facebook and Twitter is only the most basic form of social media. The best way to reach and educate potential patients is through online journals known as blogs.
Regular updates, which could be anything from monthly to twice a week or even daily, can discuss the latest developments in chiropractic or different benefits a person might gain from chiropractic care.
As search engines like Google, Bing, and Yahoo index these blog posts, their content becomes discoverable for patients who know they have a problem but don’t know the solution.
And, a link from a blog to a practice’s Facebook page can help newly educated patients find a place to get the care they now know they need. This not only helps expand a practice’s business but also helps patients find the care that will help them.
Bottom line: Everyone wins!
Question: Want to learn more?
If so, then check out the Social Media Chiropractor.