The Five Factors of
Digital Marketing

The Internet is a crowded space. And day after day it becomes more congested. This has led to a small minority of chiropractors capturing the lion’s share of new patients from the Internet.

Are you in that coveted minority? If you’re seeking more new patients, then you’re not. You’re losing to competitors who are dominating your patient-drawing area.

With 12 years experience managing the online presence for thousands of practices, we’ve discovered that the following five digital marketing factors are essential to maximize new patient results.

High-Converting Website

Not all great looking websites are created equal.

Just about any web designer can create a beautiful website. But it’s not a beauty contest; it’s a business tool.

Any design studio can add slick animation. But have they studied the online behaviors of millions of chiropractic website visitors?

The design of your practice website must create an emotional connection with your ideal patient. That means understanding the psychology of those who make household healthcare decisions. It means showing people rather than things. It means investing in custom photography. Only when you make that connection will visitors spend the time to learn more about you and what you offer.

And the content of your practice website must be persuasive, while building trust. It must inspire hope and convince visitors to make an appointment. It must capture that “special something” about you and your practice that will compel new patients to choose you.

Secure a high-converting website before investing in website traffic.

The Client We Lost

We weren’t always focused on conversion. A client left our service several years back. During our exit interview we observed that we had them ranking at the top of page one.

“And thank you for that,” they said. “But we’re just not getting new patients.”

They were getting traffic, but it wasn’t converting.

Like many, we assumed high rankings meant more new patients. Not so.

So, we devoured website analytics. We studied visitor behaviors. We conducted A/B tests. We reviewed heat maps. Sentence length. Emotional sentiment. We became obsessed with discovering what it takes to turn visitors into new patients.

When you choose Perfect Patients you benefit from what we’ve learned (and continue to learn) about the conversion experience.

Website Traffic

Based on our study of 32,000 new patient conversions, 79% began their chiropractic journey on Google. Those new patients will find you by your organic listing or by a paid listing.

website traffic
organic traffic
Organic traffic is earned through proper SEO (search engine optimization) consistent with Google’s terms of service.

While Google uses hundreds of ranking factors, we focus on the handful that produces the majority of SEO value. We supply the trust signals Google wants so they will risk their reputation on your reputation.

  • On-page trust signals.
    This includes responsive design, clean code, proper schema markup and fast load times. Plus, small factors such as proper title tags, photo optimization and dozens of other elements that add up to make a big difference.
  • Off-page trust signals.
    We standardize your name, address and phone number across hundreds of online mentions of you and your practice. Besides backlinks from key directories, we often must disavow bad links to your site. This is needed if it has been the subject of “black hat” SEO techniques in the past.
  • Google My Business.
    We complete and optimize a single GMB listing for your practice. This, along with consistent five star reviews enhances your map listing—a key element of local search.
Buying traffic is another solution because SEO has its limitations. There are three instances in which using pay per click (PPC) advertising through Google AdWords and Facebook Ads can produce new patients—almost on demand:

  • To generate traffic from adjacent communities.
    It’s impossible to rank organically in jurisdictions other than your own. But PPC can put you on top.
  • To generate traffic for a new practice.
    With the head start enjoyed by established competitors, PPC is the only way to get onto page one quickly.
  • To generate traffic for specific admitting complaints.
    Our clients have had success targeting sciatica, headaches, carpal tunnel and other admitting complaints.

If you’ve tried PPC in the past, you’ll appreciate our 360-degree approach. These campaigns include high-converting landing pages, impressive quality scores, reduced click costs, optional call tracking, and in the case of Facebook, integrated chat. (Converting those clicks into new patients often ranges from USD $30-$50.)

Like chiropractic, generating traffic is an art and a science. We’ve managed millions of dollars in paid traffic for our clients. You’ll like our strategy, conservative expectations, clear explanations and reporting transparency.

paid traffic

Email Marketing

Email marketing consistently outperforms all
other digital marketing channels.

Plus, it’s the only marketing channel you own.

We use a multi-prong approach. We contact your database often enough to maintain top-of-mind awareness—without creating email fatigue. (That’s why opt-out rates are a mere 0.03%.) This reduces no-shows, educates patients and stimulates referrals.

Monthly e-Newsletter

Like clockwork, we research, write and publish your monthly newsletter. It’s a collection of short, bite-size articles on topics that patients find interesting. So interesting, the typical patient remains subscribed for over three years!

Blog Posts Roll-Up

Twice each month we make a post to your blog. These are more in-depth pieces that position you as the natural health authority. Like the newsletter, you’ll preview each piece before it’s posted. Then, each month we alert your patients, generating traffic to your site.

Optional Seasonal Messages

You may want us to send seasonal greetings for national and religious holidays. Are you a do-it-yourselfer? Choose from a variety of email templates and use your console to email your own messages.

email marketing

Birthday Greetings

Birthdays are one of the times each year that patients think about their health. We make sure you’re front and center, stimulating reactivations. What you’ll save in postage with a never-miss electronic greeting can be significant.

Service Promotions

Have you introduced a new service? Hired a new associate? Planned a practice event? Based on your service plan we’ll get the word out.

Our email platform features high delivery rates and options often missing from commercial email services.

Tag your email list by age, gender, admitting complaint, payment type or virtually any other subgroup. This permits highly targeted campaigns that produce great results with fewer opt-outs.

5-Star Reviews

Your most valuable asset is your reputation. And you have two of them.

There’s the reputation you have with active and inactive patients. That reputation includes your personality, affordable fees and tableside manner to your compassion, staff and clinical skills.

Your other reputation is digital. It resides with Google, Facebook and Yelp. But Google has no way of knowing about your endearing sense of humor, patient-centered procedures or other aspects of your real-world reputation.

So, Google relies on patient reviews.

Research shows that a majority of people trust reviews almost as much as a recommendation from a friend. Plus, there’s evidence to suggest that Google gives weight to your review profile in its ranking. In fact, health care is the third most popular review category after restaurants and hotels.

Our propriety first-visit survey stimulates reviews at a time patients are most optimistic and hopeful.

Clearly, a regular stream of five-star reviews is essential if you’re serious about digital marketing.

But it’s only a matter of time before you get a one-star review.

Maybe you already have.
It can be devastating.

How it’s handled is crucial. We have three proven methods to help our clients manage the risk from bad reviews. In fact, respond properly and the incident can actually serve to enhance your reputation.

Besides providing reminders to solicit positive patient reviews, we partner with clients to assist them with dealing with poor reviews.

Social Media

It surprises many chiropractors to learn that social media doesn’t directly produce new patients.

Well, that’s not exactly true.

We studied the digital journey of 32,243 people who became new patients across our network of chiropractic websites.

Less than 8% began their journey on social media.

Does that mean you should ignore Facebook? Of course not. Social media plays an important supporting role:

Social proof

When your practice participates in social media it helps prospective patients size you up. It’s a convenient way to let the personality of your practice shine. By planting your flag you can attract your ideal patient.

Cultivate community

Social media is a great way to stay in front of your active and inactive patients. Remember, it’s “social” media, not business media. Avoid too much self-promotion. Be generous. Share information. Be a good citizen.

Google’s watching

There’s some evidence to suggest that Google keeps an eye on your social media profile. Participating is just one of many trust signals you can send to aid your cause.

Like email marketing, we’ve found that Facebook is best leveraged as an internal marketing channel. Use it to boost patient retention, referrals and reactivations.

If social media seems frivolous to you, find someone on your team who’s into social media and make them your social media champion.