Are you running proactive or reactive Chiropractic internet marketing?
Chances are you’ve probably never even thought about it. Marketing is marketing right? Your attitude and approach to your Chiropractic marketing can have just as significant of an impact on it’s success as the marketing content itself.
Due to the daily time demands of a Chiropractic practice, many Doctors of Chiropractic simply run their marketing with a reactive approach. What the heck is reactive Chiropractic marketing? In the most simple terms it is when a Chiropractic marketing strategy simply reacts in response to changes. While reacting to changes in a market is an important aspect of any marketing program, it can’t be the sole foundation for your advertising efforts.
Don’t get me wrong, you definitely need to react to change. You need to analyze ROI and the effectiveness of your marketing. No one is telling you NOT to respond to change. The problem is most Chiropractors work exclusively in reactive marketing mindset. They develop tunnel vision and break things down to a black and white world consisting of one problem and one solution. This leads to marketing that is two steps behind and can be devastating to your Chiropractic success.
Let me give you some quick examples. Let’s say you run a newspaper ad. It runs for one or two weeks with minimal results. Due to the expense and the dismal results you pull the plug on your newspaper marketing because it “doesn’t work”.
Another example can be seen with the current state of our economy in America. All across the country times are tough and things are slow. Many practices are reacting to this by simply scaling back or eliminating much of their advertising to control costs.
While the above examples may seem like perfectly acceptable ways to react to a situation, they are not proactive solutions. In actuality they are simple responses made with little thought about the future of your Chiropractic success. At best they are short term solutions.
So what’s the difference between proactive and reactive Chiropractic marketing? As we discussed before, reactive marketing is simply taking a black and white approach to your advertising. You see a problem and pick an easy solution. This creates quick fixes and limited opportunity for growth. It’s patching a hole, slapping a band-aid on the situation, and waiting for success to find you.
Proactive Chiropractic marketing takes things to the next step. While it may be necessary to apply a short term fix, proactive Chiropractors are constantly thinking outside of the box. They are always looking for alternative solutions, ways to create opportunities, anticipating changes, and always thinking about the long term.
Proactive Chiropractic marketing avoids the easy knee jerk reaction to a situation. Rather than canceling that failing newspaper ad, the proactive Chiropractor is more likely to spend time making changes to it until they find what works. Instead of cutting back on their advertising budget during a slow economy, a proactive practice will stay the course or even increase their advertising budget. If current advertising isn’t creating the desired results, the proactive Chiropractic practice tries new and creative marketing techniques to create success.
Are you running proactive Chiropractic marketing? Or are you simply going with the flow and reacting to change after the fact? While reactive Chiropractic marketing may work in the here and now, it can actually be a barrier to your long term success . Now is the time to take a critical look at your Chiropractic marketing. Stop reacting and start creating the success you desire!