| It is easier than ever to build your practice with | | | | a result." His rapidly growing practice runs 20,000 |
| effective marketing techniques. Recent studies | | | | full-color inserts each week in the local area |
| conducted by the I/H/R/ Research Group have | | | | newspaper."Frequency is everything," said Dr. |
| clearly determined that most people prefer | | | | Iacono. "People need to see the ads on a regular |
| drug-free treatment for back, neck, and | | | | basis, customers need to see our name on a |
| pain-related issues. The survey, commissioned by | | | | regular basis...we noticed early on in our advertising |
| the American Chiropractic Association also | | | | endeavors that when we missed just one week's |
| showed that more than 64 percent of the | | | | worth of print inserts, calls dropped dramatically. |
| respondents said that they would consider seeking | | | | Practices must gear up to do this long term and |
| the health care services of a Doctor of | | | | plan their marketing budget accordingly." |
| Chiropractic to provide their drug free care. | | | | How to Track Marketing Dollars and Evaluate |
| However, the survey showed that only 13.8 | | | | Advertisements |
| percent of respondents were currently seeking | | | | Print advertising is an exciting and fast-acting |
| health care from a Chiropractor. It is critical for | | | | solution for practices in need of more clients and |
| chiropractic business decision-makers to market | | | | monthly volume increases. However, it can be a |
| their services to prospective clients who desire a | | | | daunting endeavor for those who are new to the |
| safe alternative to medication, but who do not | | | | print advertising scene. One of the most common |
| actively seek chiropractic treatments. | | | | reasons that chiropractic businesses choose not |
| The most effective way to build your practice is | | | | to take advantage of print advertising is the lack |
| through newspaper inserts and other forms of | | | | of ability to track their marketing dollars. This |
| print advertising. Newspaper inserts, flyers, and | | | | notion of print advertising being "untrackable" is |
| postcards create not only drive new patients to | | | | simply false. There are great ways to increase |
| your office, but the advertisements lend credibility | | | | your business and track where it came from at |
| to your business as well. Through the power of | | | | the same time! Here are some suggestions to |
| print, you can make an immediate impression on | | | | improve your print advertising campaigns. |
| your prospect while simultaneously creating an | | | | - Include a coupon on your flyer or newspaper |
| identity and credibility for your business. Dr. Greg | | | | insert. By doing so you will be able to track which |
| Iacono, Clinic Director for a Spinal Rehabilitation | | | | ads generate business, and it will also function as |
| Center located in Atlanta, Georgia, has found print | | | | an incentive for the customer to call. |
| advertising to be his main method of practice | | | | - Advertise in full-color and create color-coded |
| building. The practice owner recently spoke about | | | | special offers. For example, create green |
| the importance of effective marketing. "I have | | | | package, blue package, and red package |
| built my entire business with full color print inserts. | | | | promotional discounts. |
| Other things I've tried haven't produced like my | | | | - Include a 'trackable' contact method on your |
| weekly print advertising materials. The response is | | | | print advertisement. Some good examples of this |
| amazing." | | | | would be a webpage or unique phone number |
| When asked what type of measurable results his | | | | associated with one particular flyer or print insert. |
| newspaper inserts produce, Dr. Iacono remarked, | | | | Grow your practice today with smart, |
| "We get about eight to ten new calls per week, | | | | cost-effective marketing techniques. |
| often more. Those same calls turn into | | | | Copyright © 2007 Taradel, LLC. All rights |
| customers, and my practice grows each week as | | | | reserved. |