Chiropractic Marketing: Is This Part Of Your Chiropractic Marketing?

Chiropractic Marketing: Is This Part Of Your Chiropractic Marketing?
As the truck pulled out in front of me, I sat there for a few minutes

thinking, "Hmmmm, maybe Trane is the type of air conditioner they

install.

Maybe it's the certification company behind their staff. Maybe it's

the

tools or machine they use to fix people's air conditioner. Or, maybe

it's

the name of their parent company or something." It wasn't until

many hours

later that I found out what they meant by "Trane", when... like the

computer nerd I am... I went online and Google'd it.

Fact of the matter is, how many people who see that truck, do you

think

actually take the time to find out what their tagline means by going

online

and doing some research? What do you think... uhhh.... maybe...

NONE! (With

the exception of the token person like me who has an insane

passion for

marketing.)

So, what's that mean exactly to the company with the tagline?

Well,that

unless someone's an air conditioning insider, they're not going to

have a

clue what that tagline is supposed to mean to them, so the

company's hard-

earned advertising dollars are completely wasted.

It's a mistake soooo many companies and professionals make in

their

marketing, chiropractors included. They make the mistake of trying

to be

cute in their chiropractic marketing instead of trying to be

compelling.

Rule #1 with your chiropractic marketing: It's better to be

compelling and

benefit-driven than it is just to be cute simply for cuteness sake.

Personally, I think this idea of crafting a memorable tagline has it's

roots in the brand advertising approach of many of the Fortune

500

companies.

Therapists see the way lots of big companies have these neat little

cutesy

taglines, and they follow in their footsteps with the creation of a

similar-style tagline for their practice.

Unfortunately, what most chiropractors don't understand is that

those big

Fortune 500 companies have a different aim and objective with

their

advertising than that of the typical chiropractor.

While the average chiropractor wants a response from their

chiropractic

marketing (i.e. new patients), the big companies are using these

taglines

in their advertising, NOT because they want response, but

because they're

after brand recognition.

Funny thing is, most of the time, marketing research shows that

even though

we remember lots of taglines, we don't always remember the

company who it

belongs to. Not only that, but, in many marketing studies, results

show

that even on the occasion that we do remember the company the

tagline

belongs to, we don't necessairly purchase any of their products or

services, and certainly not MORE products or services because of

the

tagline.

So, when using a cute, memorable tagline, companies may get

some additional

"recognition", but they don't necessarily generate additional

customers or

sales. Meanwhile, that's the entire point of your chiropractic

marketing:

to get new patients. Period.

Everything you include in your chiropractic marketing, should

increase the

response you're aiming for (i.e. generate you more leads, more

new

chiropractic patients, more referrals, etc.). So, how do you do that

with

your tagline, if you're using one?

Well, for one, don't try to come up with a tagline that people will

remember. Instead, come up with a tagline for your practice that

conveys a

big promise and desired benefit to your target market. In other

words, if

you're going to use a tagline, use a tagline that states the big

unique

benefit prospective patients are going to get with you that they

won't from

any other chiropractor.

Give prospective patients a powerful reason, in your tagline, to

choose

your chiropractic practice for their care. Be crystal clear in what

patients get with you that they don't elsewhere.

When in doubt, say it like it is. Again, it's always better to be clear

and

concise, than it is to try and be cute, and lose the clarity of your

chiropractic marketing message. Always remember, your goal when

using a

tagline is to make chiropractic WITH YOU more enticing, more

interesting,

more beneficial, and more unique.

Returning, quickly, to our earlier example, here are three ways the

air

conditioning company could have improved significantly on their

"Nothing

Stops A Trane" tagline:

"The Only Air Conditioning Unit You Never Have To Worry About"

"An Air

Conditioning Unit Designed To Continually Give You Cool Air While

Conserving Your Home's Energy!"

"The Only Air Conditioning Unit From One Of Fortune Magazines

List Of Most

Admired Companies" Now, think about how you can improve on

your

chiropractic practice's tagline.


Chiropractic Marketing, Marketing Chiropractic
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