Market penetration for chiropractors is a chiropractic marketing strategy where a chiropractic practice carries out efforts to broaden its client base of chiropractic patients for its chiropractic care services within a particular local market. Market penetration is both a measurement and a forecast of how successful a chiropractic practice’s marketing efforts have been and will be when compared to the existing competition. It is an essential aspect of a chiropractic marketing strategy and crucial for the growth of a chiropractic business.
The short answer is: always.
New chiropractic practices and under-performing practices in the field of chiropractor marketing have a short window of opportunity to attract potential patients and potential clients and be successful. While new chiropractors attempt to enter the marketplace, successfully established chiropractic practices must maintain their positioning and implement effective marketing strategies to attract potential clients and prospective patients. This is crucial for the growth and success of any chiropractic business.
One of the more effective chiropractic marketing strategies is actually to not compete, but to rather expand the size of the marketplace by defining what specifically potential clients in your chiropractic business want and where to find them. Potential clients, who may not be searching for chiropractic services, may not be aware of the benefits of chiropractic care. Chiropractors can use effective chiropractor marketing strategies to reach these potential clients and convert them into new patients.
Traditional businesses will consider if their market share and sales conversions for potential clients in chiropractic marketing and chiropractor marketing appear to be increasing or decreasing. If sales to clients are decreasing and market share is decreasing, then significant changes must be applied to the overall marketing practice. This includes adjusting ads and utilizing social media. The way to define chiropractic marketing market share is to research how many people online are searching for chiropractor marketing keywords relevant to the services your clinic offers and contrast this by the amount of sales for such specific services.
If there are significant searches for chiropractic marketing but your clinic is not converting clients in those specific niches, then a market penetration strategy for your business must be implemented using Google.
Every chiropractic clinic, including chiropractors and their clients, will have unique elements that make their practice stand out. The following considerations about content will generally apply to all clinics.
Who do you want to work with…? Is there a specific age, gender, lifestyle or income. If you can segment your ideal chiropractic clients into categories, do they have overlaps in terms of their interests, values or lifestyles? This is an important consideration when developing a marketing strategy for your chiropractic practice.
Geography is important for chiropractic marketing because your clinic’s content and brand elements need to appeal to clients in different suburbs or parts of the city. Every suburb or neighborhood typically has a unique vibe, feel or set of values. When it comes to business and marketing, creating relevant and engaging content is crucial for success. Google’s algorithms prioritize high-quality content that resonates with users, helping businesses reach their target audience effectively. When it comes to business and marketing, creating relevant and engaging content is crucial for success. Google’s algorithms prioritize high-quality content that resonates with users, helping businesses reach their target audience effectively. These may not crossover in the context of Google’s business, and their might even be class issues that come up in content marketing.
Knowing your clinic’s general area of appeal in the chiropractic market, within a geographic radius, will help to calculate the gross population of potential chiropractors and patients for marketing purposes. For example, if your immediate chiropractic market exists within a 5 mile radius where approximately 50,000 people live but only 20% of those people fall within your ideal target patient profile, then your potential local market for chiropractors is only 10,000.
The flaw that most marketing entrepreneurs make is to overestimate the reception of their chiropractor business by their target market. In the chiropractic market, it is going to take time and a lot of repeated visibility before your marketing for chiropractors takes hold.
Going back to the example above of the chiropractic clinic in an area of 50,000 people with around 10,000 people meeting their target demographic – it might take an average of 15 different visibility impressions before this target market begins to associate chiropractic services with their problem or desired outcomes and consciously connect these to your clinic’s brand. Chiropractors need effective marketing to reach their target audience. Chiropractors need effective marketing to reach their target audience.
If you can get a marketing response and convert 1% of chiropractors in your ideal target market, you can build off of this. A higher figure will obviously generate greater revenues and that conversion process is the art and science of marketing, persuasion and salesmanship.
Chiropractic market saturation is a significant challenge for most chiropractors. You likely choose a location in the chiropractic market to establish your clinic for a variety of marketing and personal reasons over pure economic reasons and you’re likely in competition with a number of other clinics. In any niche or local market, there is a predictable, measurable point when all potential customers of a specific product/service in marketing have been reached by a business. This is a saturated market.
What can be done in this scenario? What we recommend and can help you with is marketing. We can assist you in placing your brand in front of people looking for solutions in crossover niches so that you can go deeper into the market with your marketing efforts. Don’t fight over smaller pieces of the ever-shrinking chiropractic market pie… Make a bigger pie through effective marketing!
The difference between chiropractic market development and chiropractic market penetration is that market development creates a new target market. In the marketing context, the target market has a fixed size for market penetration. In marketing, market development involves determining the size of the market and evolving the message/offering to expand the potential market further.
It isn’t that difficult. You can’t steal what doesn’t belong to someone else. There will always be price-shopping patients with no loyalty and the perspective that all chiropractic services are the same in the field of marketing. They’ll drive halfway across town for a marketing internet sale not realizing that they spent the sale difference in gas money; not to mention their time. You don’t want them. You want loyal patients who are raving fans.
Every clinic will have patients that are halfway out the door, but effective marketing strategies can help retain them. You can’t win them all – nor should you try. In marketing, In marketing, you just do your best and the rest will sort itself out.
How can you target marketing to the chiropractic patients who would leave a competing clinic – for reasons other than price? Here’s what you do:
Have a comfortable, elegant space that is congruent with your brand and clinic’s primary focus on marketing. People like to have a complete marketing experience, and the more your clinic matches their marketing expectations of what a clinic should be like, the more likely they will try it if they see it promoted on social media. If your clinic has a zen atmosphere and their current DC’s clinic appears shabby and run down, they might be inclined to visit you because of your appealing marketing.
Your marketing branding must unconsciously appeal to the values and desired outcomes of your target market. Encapsulate your marketing beliefs, mission, and successes in a way that sticks in the minds of your potential patients. The clearer you are in your communication, the more memorable it becomes to your patients.
Give your patients a premium treatment that they want to brag about and want to share. Remember classical conditioning? Peak state+environmental constant+anchor? When your patients are feeling good, send them out the door with the post-hypnotic suggestions to bring you their friends and family who need to feel better…
Maybe create a special guarantee for new patients like a money-back guarantee or a satisfaction guarantee with their treatment so that they can rest assured that they will be satisfied with their treatment.
You don’t have to be the jack-of-all-trades (stop trying to do your own web design, social media management and SEO also…) Pick a few niches that you really enjoy working on and brand yourself as the expert in solving those problems. People want to be treated by a specialist, not a generalist. If you dominate a couple of chiropractic niches you will get general chiropractic patients along the way.
We know what it takes to make your clinic stand out in local search and how to maximize your online visibility. We can consult you regarding strategies and run campaigns that will bring you to the top of your market. Contact us today and we will analyze your current marketing results, and the potential opportunities we can help you develop.