LemonsReavis850

Did you know that on average 1 out of every 20 people have an extra rib.

It's true.

Despite what meets the attention, there are more disparities among people than we may often realize.

Take for instance, "prospective chiropractic patients".

To lump - that which you would call "prospective chiropractic patients" - under one umbrella... one category... would be a leading chiropractic marketing and practice-building mistake.

Why?

Because there are wide and varied stages of the Chiropractic Commitments Cycle (C3), since I've coined it, that prospective patients may be at or going through.

Let me quickly list the different C3 Stages, and then I'll explain why and that they should impact your chiropractic internet marketing and practice-building efforts.

The Stages with the Chiropractic Commitment Cycle are the following:

Stage 1: Searching

Period 2: Researching

Stage 3: Examining

Stage 4: Choosing

The most crucial difference between "prospective chiropractic patients" with these different stages is their readiness and commitment to start chiropractic care.

For example, folks in Stage 1 are typically just searching for possible solutions.

Depending on their own needs, they may be attempting to find information about various possibilities, including: massage, chiropractic, marketing, physical therapy, surgery, or anything else. They're nowhere near ready to start chiropractic care today, and if addressed properly, could become paying patients in the near future.

What these individuals need to see is why chiropractic marketing in your office is the best solution for their needs, compared to all in the other options they're studying.

Folks in Stage 2 possess a greater interest in chiropractic marketing, and are looking much more in-depth into its dangers and benefits.

These folks need to be educated about the benefits associated with chiropractic care in your office, and need to know the safety record involving chiropractic.

Folks in Stage 3 have made the decision to explore chiropractic marketing further, and are now comparing their options.

They need to understand your level of credibility, experience, and track record delivering some great benefits of chiropractic care to people. They're looking for a chiropractor who stands right out of the pack.

Folks in Stage 4 are excited and wanting to start their chiropractic marketing now.

These folks simply need the right offer to compel them to pick up the phone right now and demand an appointment.

As you can observe, "prospective patients" in different stages have a very different mindset. And, to provide them all with the same information and chiropractic marketing message can be a mistake.

Let me supply you with a prime example of precisely how this often plays out for any average chiropractor:

The typical chiropractor runs an institutional-style (product) small-space advertisement within their local newspaper. The ad contains the practice logo, the DC's name, the office contact info, a blurb or a couple about insurances accepted, a few bullets about the circumstances treated, and maybe some sort of "nifty" tagline.

Who is likely to see this ad together with respond by immediately collecting the phone and calling for an appointment?

Certainly not that Stage 1 or Stage 2 folks, right. Because that type with chiropractic advertisement doesn't give them the information that they need to move them through the early stages of the Chiropractic Commitment Cycle into the later stages where they eventually make the decision to start chiropractic care inside your office.

And that's, regretably, the marketing chiropractors often do - they work with a chiropractic marketing message within their chiropractic advertisement that is actually designed just for people in Stage 4, and maybe, Stage 3.

And, in the operation, they miss out over the opportunity to market to the folks in Stage 1 together with Stage 2, and move them with the remaining stages of your cycle.

This is why the most beneficial chiropractic marketing campaigns address prospective patients whatsoever stages of the Chiropractic Dedication Cycle, and are designed to help compel the later stage folks to take action now, while capturing the contact information of early period folks for additional follow-up and education to advance them from one stage even to another.

This why it's so critical you've got multi-step follow-up as part of your chiropractic marketing. Because the initial step, or contact, will convert the Period 3 and Stage 4 folks into paying patients today.

But, the multi-step (multi-contact) follow-up will move earlier stage folks through the cycle and in the end convert them into paying patients. Without the multi-step follow-up, you overlook all of the early stage prospective patients and only convert the later stage folks.

Make sense?

Let me end today's essay by time for the earlier chiropractic advertising example and show you how you can use a single marketing piece to address folks in varying portions.

It involves using an issue called the, "Secondary Reason for Response".

And the secondary reason for response is really only an offer of more information for the folks that see your ad but aren't ready to do this right now (the early stage folks).

We could simply take the usual institutional chiropractic advertisement [out] As i described earlier, and at the bottom of the ad include the following little blurb:

"Free Health Video reveals in reality about chiropractic care, and why it's the solidest, healthiest, and most effective natural method to relieve pain. Go these to claim your 100 % free video: http: //www. WebAddress. com.

What this little blurb does is required early stage folks an additional reason to respond now for a ad. And when they do, you would plug them in to a mutli-step follow-up sequence, and permit your follow-up to move them through the different stages of this cycle.

That's effective chiropractic marketing!