Understanding the importance of “multichannel” marketing is the absolute key to building, growing and sustaining your practice. On any given day consumers are looking at an abundance amount of marketing channels such as magazines, viewing social media on their smart phones, checking email from a tablet, shopping online from a desktop computer, checking their mail boxes for snail mail etc. In a perfect world we would be able to pick out which single marketing channel will create the highest return on investment with the lowest cost. Since we know we don’t live in a perfect world the key to success is implementing a multichannel marketing strategy. Did you know that most consumers have to see, read or hear about your practice at least five times before they will make the decision to schedule an appointment? It is true! The great part about it is that it isn’t five times from the same media channel, it needs to be a mixture such a postcards, flyers, websites, Google Searches, social media, newspaper, signs on your building, sponsorships in the community, referrals from friends and family etc. The biggest mistake practices make in today’s market is not aligning their marketing efforts so that work together to maximize the potential of each media channel. For example if your direct mail postcard is top notch and your website does not reflect the same your results will diminish and cause a negative return on investment.
The first step in your strategy is to determine all the ways potential patients are learning about you and your practice through different channels:
Do you have a website?
Are you actively doing a direct mail campaign?
Do you have a structure referral program going in your practice?
Do you have a Google Map with Reviews?
Are you running an ad in the newspaper?
Do you send out a monthly newsletter?
Can you see your practice sign from the road?
The most effective and simplest way to determine what marketing channels are working is asking your existing patients. As John Prepula, the President and Founder of JustUs Chiropractic Marketing always says it is best to state “List all the ways you have heard of us”, not “How did you hear about us?” This will allow you to get a better understanding of which marketing channels work best for you and your community.
Once you determine all the ways you are currently marketing the next step is to honestly access each channel and answer: “Are all of marketing channels I am currently using a sincere reflection of my practice?” If they are not, you MUST get each marketing channel up to par BEFORE you invest anymore time and money into additional marketing. For example if you have an old sign on your practice and a state of the art website you are most likely sending mixed signals to the potential patient, you need to make sure that all marketing channels provide the same “state of the art “ feeling with potential patients.
Remember potential patients are inundated multiple marketing channels throughout the day. A strategic marketing plan that incorporates different marketing channels to ensure the right message is going to the right potential patient at the right time is essential to any successful practice!