When you think of branding, you may think of Fortune 500 companies like McDonald’s, Apple and Coca-Cola. After all, they have logos, color schemes and other branding elements that make them easy to recognize. The truth is that branding is important for businesses of all sizes, whether you’re a solo practitioner or part of a large group of chiropractors.
Branding is simply the process of shaping the way people in your target audience perceive you and your business. It helps you stand out from the crowd, making it easier to attract new customers and generate referrals from satisfied patients. Keep reading to learn more about why branding is such an important part of marketing for chiropractors.
1. Branding builds trust.
Imagine you’re taking a road trip and need to stop for something to eat. As you travel along the highway, you see signs for a no-name diner and a well-known restaurant chain. Assuming both establishments serve foods you enjoy, which one are you more likely to pick? If you’re like many consumers, you’ll pick a known quantity over an unfamiliar option.
When someone needs chiropractic services for the first time, they may take a similar approach. If they don’t know anyone who can give them a referral to a chiropractor, they’re likely to search for a practice online or try to recall the name of a chiropractic clinic from a recent advertisement. This is where your branding efforts start to pay off.
If a prospective patient remembers your name or recognizes your logo, there’s a good chance they’ll call your practice instead of calling a competitor. That translates into more revenue for your practice, highlighting the importance of branding and digital marketing for chiropractors.
2. Branding increases the value of what you offer.
Many consumers view sneakers as nothing more than a comfortable pair of shoes to wear while working out. For a small segment of the market, however, getting a new pair of sneakers is just as exciting as getting a private performance from Lady Gaga or Ed Sheeran. Some Nike enthusiasts even camp out overnight before a new release to ensure they can snag a pair.
If you’re wondering why in the world someone would sleep outdoors just for a chance to buy a new pair of shoes, the answer is branding. Nike’s ads rarely focus on product features or benefits. Instead, they focus on people. When you watch a Nike ad on television or see one of the company’s print ads in a magazine, you can almost imagine yourself playing soccer with David Beckham or running alongside Usain Bolt. This is what makes people willing to pay so much more for a pair of Nikes than a pair of generic running shoes.
The same principle applies to branding and marketing for chiropractors. When you have an established brand, people are willing to pay more for your services, increasing your practice revenue even if you don’t increase the number of patients you serve. Branding also positions you as a premium provider of chiropractic care, making it easier to attract business partners who can help you introduce new product or service lines, generating even more revenue for your practice.
3. Branding makes it easier to generate referrals.
There’s a big difference between buying a pair of shoes and choosing a chiropractor. If you’re buying shoes, all that really matters is that what you buy is comfortable and fits your sense of style. Choosing a chiropractor is a bit different. When a new patient comes to your practice, they’re putting their trust in your ability to conduct a thorough assessment and develop a customized treatment plan. That’s why so many people ask for referrals from friends and family members instead of taking their chances on a random chiropractor they found online.
Because branding helps you deliver a consistent experience, your current patients are more likely to refer their loved ones to your practice, increasing your patient load and bringing in more revenue. If you’re interested in using referral marketing for chiropractors to increase your revenue, here are a few ways to get more referrals:
- Go beyond the bare minimum. If you exceed expectations, your patients are likely to be impressed with your practice, making them feel comfortable enough to give referrals to people they care about.
- Invest in customer relationships. Branding isn’t just about getting new patients through the door. It’s about retaining those patients and achieving a better balance between your revenue and marketing expenses. Follow up with current patients by sending email newsletters or calling once per month to check in and see how they’re doing. They’re likely to be impressed by your efforts, making referrals more likely.
- Make it easy for current patients to give referrals. Consider having a business card printed with a discount offer and giving a few copies to each patient who’s been with your practice for at least six months. Patients can hand out the cards to their friends, driving new customers to your practice and increasing your revenue.
- Publish shareable content. In some cases, referrals happen because one of your patients has a friend or family member who expresses a need for a chiropractor. But what if your patients’ loved ones are tight-lipped about their back pain or stiff necks? You need to make your content shareable so that patients can pass it on even if no one has asked for a referral directly. Consider adding a share button to each page of content on your website or spending more time marketing via social media.
Like other forms of marketing for chiropractors, branding isn’t a magic wand that you can wave over your practice to make revenue start flowing. You need to develop a comprehensive branding strategy and stick to it if you want to build trust, increase the value of your services and generate more referrals.
If you know that you need help with branding or digital marketing for chiropractors, contact one of our experienced marketing consultants. We can help you build a profitable practice that delivers the best possible patient care.