In a world overflowing with choices, what makes a patient choose you?
If you’ve been relying solely on your professional qualifications and the convenience of your location to attract patients, it might be time for a shift in thinking. Today, more than ever, your brand matters. It’s not just about who you are, but how you present yourself in a crowded marketplace.
Is your branding doing enough to connect to your patient audience? Read on to learn more about branding for chiropractors and see if it’s time for you to make a change.
The Power of Precise Branding: Berner Upper Cervical Chiropractic
Dr. Nate Berner of Berner Upper Cervical Chiropractic discovered the power of branding when he rebranded his chiropractic office to focus on Upper Cervical care.
“A patient wouldn’t know that Berner Family Chiropractic offered Upper Cervical chiropractic care until they clicked on the website. Upper Cervical care became our brand, and the first thing that people knew about us whether they found us online, or from a referral. Changing our name to focus on our main service helped us stand out, not just locally, but state-wide.”-Dr. Nate Berner
Rebranding the website with a new look, new content and professional photos has paid off!
In the first six months after changing his name and completing his free Premium website makeover, Dr. Berner’s website saw 40% more visits, visitors stayed on the website 29% longer, and earned 70% more visits to his “Contact Us” page.
How Branding Influences Your Digital Marketing & Website
To understand how branding helped Dr. Berner, it’s helpful to understand what strong branding can do for your website. It offers a foundation for your digital marketing efforts.
Consistency: Your website, social media, and online advertisements should be an extension of your brand. All digital marketing channels should have the same look and feel so that people can trust that you can deliver results. Consistent branding can increase revenue by up to 23%.
Trust: 75% of consumers expect consistent experiences across multiple channels. By presenting a unified brand image, you’re building trust. Smart patients will detect subtle changes which will make them question whether you are committed to your business – and their care.
Better Engagement: A well-branded website, tailored to your target audience, will engage visitors better, reducing bounce rates and increasing conversions.
Remember, your website is often the first interaction a potential patient has with your brand. Make sure it reflects who you truly are. From the website layout to the content, it should tell your unique story, emphasizing your strengths and UVP.
What is a Brand, Anyway?
Your chiropractic brand is more than a logo or a catchy slogan. It’s the sum total of the experiences, emotions, and expectations that come to mind when a patient hears your name. It encompasses:
Your Unique Value Proposition (UVP): What sets you apart from other chiropractors? Maybe you specialize in sports-related injuries or have a holistic approach that integrates nutrition. Your UVP should highlight the distinctive way you serve your patients.
Your Brand Voice: This is the tone and style of your communication. Whether you’re calming and therapeutic or energetic and dynamic, your voice should resonate with your ideal patient.
Visual Identity: From color palettes to typography, consistent visuals enhance a patient’s ability to recognize your business and foster a sense of familiarity.
Promise to Patients: What can patients expect every time they interact with your practice? Reliable, compassionate care? A focus on cutting-edge techniques? This promise forms the core of your brand.
Evaluating Your Current Brand
Think about the top brands in chiropractic. They are distinct, memorable, and resonate emotionally. Ask yourself:
- When patients think of my practice, what emotions do I want them to feel?
- How would I like to be described by those who know my brand?
- What adjectives would I use to describe my practice?
- Is there an important part of my service that my brand isn’t representing?
If the answers aren’t aligning with your current brand’s perception, it might be time for a rebrand or adjustment. Seek feedback from trusted patients or conduct a survey. You’d be surprised at the insights you can gather.
But Is Changing Your Business Name Always A Good Idea?
It’s a big deal to change your business name, especially if you’ve been in business for a long time and rank well for your chiropractic keywords. Rebranding isn’t always the answer to patient growth concerns. Done wrong and you can confuse your patient community. It’s important to look at your entire marketing infrastructure to see if the benefits of rebranding will outweigh the drawbacks.
Search engines love consistency and changing your name is a red flag for them. If you can change your business name without changing your website domain or your address, you’ll have a better chance of weathering those challenges. Rankings will be affected temporarily as search engines test the changes against other chiropractors.
There are many other factors to consider, which is why it’s important to reach out to a Digital Marketing Consultant to discuss all the angles before making a big change.