Evidence-based chiropractic practices looking to scale their business or expand services must have a strong social media presence. Social media can take many forms, and platforms change on a regular basis. However, there are two constants in the ever-changing world of marketing; the first is Google reviews and the second is Facebook (FB) content. Simply having a Google business page or a FB page is not enough.
Patients are interviewing you on a daily basis. What is your social media telling them?
Chiropractors typically fall into one of three major groups concerning their online presence.
- No FB page or Google business page was ever created.
- FB page and Google business listing were created, but not managed on a regular basis.
- Both pages are created and maintained regularly.
Google and FB provide relevant information to a consumer search inquiry. The most common phrase used in the search for a chiropractor is: “Chiropractor (City) (State)”. Most consumers will look at the top 1-3 search results; then compare reviews. Testimonials are among the first things people see when they search your business on Google or Google Maps. If the reviews meet the prospective buyer’s satisfaction, they move on to your website. A Google rating is often the crucial tiebreaker between equidistant businesses.
Positive FB and Google reviews provide a more significant boost to your website than any other non-paid SEO campaign. The online feedback from others with similar needs increases (or decreases) the degree of perceived trust for an unfamiliar business.
- 88% Of Consumers Have Read Reviews to Assess the Quality of a Business
- 72% Say That Positive Reviews Make Them Trust a Local Business More.
- 88% Say They Trust Online Reviews as Much as Personal Recommendations
- 85% of Consumers Say They Read Up to 10 Reviews
Myles Anderson 2014
Clearly, there is a need to promote your business on these platforms. For everyone in Group 1 without a FB or Google page; please take a look at this handy ChiroUp online marketing guide for help with the journey.
Chiropractors in Group 2 must decide on who is going to manage your content. Operating a FB page is a time-intensive process. Posts, pictures, and videos must match your patient education and contain similar branding and themes to your other marketing materials. Videos will gain the most attraction and patient interaction. Many companies, including ChiroUp, offer customized content. If you’re going to outsource, look for companies with the same vision to ensure that your message reflects your evidence-based style of practice- one hokey message can send ripples of dissent throughout your patient base and medical network.
Your business MUST also acquire online reviews on a regular basis. Do you a have simple process to continually harvest positive Google reviews? Your satisfied patients want to reward you with referrals and reviews…if it’s easy. Start by identifying your unique Google review URL to provide a one click link for patient reviews. If you are a ChiroUp subscriber, satisfied patients are automatically directed to your Google review business page every time you prescribe a condition report. If you’re not a subscriber and need help finding your specific business URL, Contact support@ChiroUp.com.
Group 3 businesses have things figured out. Managing your business social media page is not the job of a doctor. Providers should outsource this task unless they have the time and specific knowledge about the review process. Provides must choose a partner with matching philosophy (or lack thereof) and should still routinely monitor outsourced content posted on their site. Be sure to respond to Google reviews and comments on FB. This personal communication is appreciated by both the patient and the platform.
Relationship-based marketing has the highest ROI
Marketing to Google and FB are two excellent sources of business but successful practices know that patients come predominantly from providing a highly desirable service… and you can’t get better at selling a service that people don’t want to buy. Your goal should be to exceed your patient’s expectations. Patients want transparency in your services, business practices, and mission. Be the chiropractor in your community who is dedicated to achieving the best clinical results with the highest patient satisfaction. Keeping your clinical hand above your business hand will be rewarded with patient compliance and referrals for years to come. You provide the excellent service and trust ChiroUp to automate marketing for your most important relationships through MD reports and Google reviews.
P.S. We have launched new functionality to automatically post evidence-based content to your FB page on a daily basis. The ultimate easy button! For $50 per month, we will take care of FB marketing for you. Contact Becki@ChiroUp.com to get started now. (No additional cost for Premium members)
- Myles Anderson 2014 https://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803
About the Author
Dr. Brandon Steele
Dr. Steele began his career at The Central Institute for Human Performance. Dr. Steele has trained with experts including Pavel Kolar, Stuart McGill, Brett Winchester, and Clayton Skaggs. He has been certified in Motion Palpation, DNS, ART, and McKenzie Therapy. Dr. Steele lectures extensively on clinical excellence and evidence-based musculoskeletal management. He currently practices in Swansea, IL and serves on the executive board of the ICS.