The clothes you wear to work have a psychological impact and can effect your mood and attitude. They can help you face the day with enthusiasm, or leave you feeling like you’re ready to crawl back into bed.

Usually your clothes are one of the first things people notice about you. Your attire is a classic form of non-verbal communication. And like it or not, your clothing will be factored into any opinion your patients form about you.

Your choice of clothing will shape people’s opinion about your:

• intelligence
• credibility
• professionalism

Most of us acknowledge that work clothing is different from what we’d wear to an evening party or a baseball game.

ECG, a New Jersey company that specializes in helping people communicate more effectively, offers the following advice, “When you’re in front of a group giving a presentation, making a speech or just plain talking, you need to choose your attire to match the event. For example, you will typically want to dress one notch of formality above your audience.”

As a chiropractor, every day you face a captive audience. Each patient is looking to you for help and advice. If your overall demeanor and appearance communicates authority, your patient will be more likely to follow your guidance with confidence. Your clothing can help influence your patients’ opinions.

So what if your preferred working attire is scrubs? What image are you conveying?

Historically, scrubs have been used by surgeons while performing surgery. They are casual clothes that can be easily washed. Once out of the surgical arena, most doctors change back into more formal attire.

Ask yourself why you are wearing scrubs? Do you feel it conveys a professional image? Or are you reaching for scrubs simply because, your business wardrobe is limited and scrubs offer an easy low cost alternative? Or maybe because scrubs simplify your morning routine…

There are no hard a fast rules when it come to what you should wear to the office.If your patient base is extremely casual, then scrubs may be the perfect choice. But if not, you may want to step it up a notch.

Here are a few general tips:

• Your clothes should not distract. Avoid wearing loud patterns or overly trendy clothes
• To appeal to a broad audience lean toward more conservative dress.
• Clothing should be wrinkle free (This includes scrubs!)
• Keep your hair and nail well-groomed

Don’t forget your shoes

Take a look down at your feet. Do your shoes convey an image of professionalism or do they make it seem like your bank account has seen better days? Good, un-scuffed leather shoes enhance the appearance of success. So if your shoes are showing signs of wear, dig out a jar of shoe polish or grab a professional shoeshine.

Clothing is an extremely individual choice. When choosing your work attire you should consider the balance between your physical and psychological comfort. If you’re someone who chafes at the idea of wearing a tie, conservative dress may not be right for you. But be aware that too much self-expression could be distracting to your patients.

To sum up, think about the impressions you’re making with your clothing choices and think about whether they match your practice goals. If not, maybe a trip to the local mall is in order.

A Chiropractor’s Guide to Dressing for Success is a post from: Chiropractic Marketing Guide | Smart Practice Building Strategies

Some chiropractors who understand the power of social media has begun to create their own Facebook pages, and some actively communicate with their patients and followers through Twitter. But let’s face it, many doctors just don’t have the time to post frequent tweets or updates to their Facebook pages.

Therefore, whatever time is spent on chiropractic marketing, whether it is posting blog articles, or updating Facebook and Twitter, it must be a worthwhile investment.

Heads up—this could affect you

That’s why we wanted to alert you to a recent change that could adversely effect the way your chiropractic website and blog posts show up on Google.

Recently, Google changed the way it ranks search results to favor it’s own Google+ users.  This has raised a few eyebrows among marketing analysts and internet savvy marketers.

Google+ is Google’s answer to Facebook and it has seen a rapid membership increase, with December 2011 numbers exceeding over 49 million visits. Analyst Paul Allen, founder of Ancestry.com said he expects Google+ to reach about 400 million users by the end of 2012.

However, this astonishing rate of growth has not stopped Google from pushing even harder.

In many cases, Google is now promoting content published on Google + more aggressively than content published elsewhere. It has made website publishers and internet marketers rethink the way they approach recent online marketing campaigns.

As a chiropractor, this will also affect your chiropractic marketing strategies.

It seems clear that if you want your blog posts, and social media snippets to get more attention from Google, then you must embrace Google+. In an earlier post, we talked about Google + and how it differs from Facebook, so you can learn more specifics there.

Sign up now

Signing up for a Google+ business page is a simple process.  Start by creating a gmail address. Next follow this link to set up business page. Google makes the process fairly intuitive, even for those of us who aren’t techies.

From the navigation area on the left, select the “local business or place” option. You will be prompted to enter your country and phone number. Once you have completed this information Google will bring up your <link> Google Places listing. If you are presented with multiple options, be sure you chose the address and information associated with your current places listing.

Once you have selected the correct address, Google will create your business page.

You will then be presented with the option to add a profile picture. Add your business logo here, or if you don’t have a logo, your picture or a photo of your office building.

Next you’ll be asked if you wish to share your message with others. You can invite your “circles” to view your business page as well as the public. (Don’t worry if you don’t know what “circles” are right now.  Google offers video tutorials or you can learn the basics by reading this article.)

After entering the data, you will receive a success message that tells you have successfully created your business page.  As you can see from the picture below if you have two Google+ profiles established, you will have the option of which you wish to use when you a publishing a post.

Flesh out your profile so that others will recognize you if they stumble across your business page online.  To take advantage of every chiropractic marketing opportunity and to better brand your chiropractic practice, create a profile picture and a one sentence tag line. If you already use a tag line on your website,  you can add the same one to your business profile.

We recommend you use Google+ in exactly the same way you currently use Facebook. (If you don’t already have a Facebook business page, now may the right time for you to start interacting with patient and prospective patients through social media). Although this may involve double work, the benefits you should receive from improved search engine rankings will be worth the effort.

How Google Plus Will Shape Your Chiropractic Marketing Strategies is a post from: Chiropractic Marketing Guide | Smart Practice Building Strategies

When I suggest that products can be effective chiropractic marketing tools, I am talking about much more than the extra cash they can add to your practice. In fact, I feel the true benefits are much larger.

The quality and effectiveness of the chiropractic products you offer to your patients will influence how they perceive you.

That’s a bold statement, but I believe it’s true. Whether you stock a particular brand of durable medical goods or a pain relieving cream — if the product works well for your patients it will reflect positively upon you and your practice. The product’s success will help to reinforce your position as an expert in the eyes of your patients. Alternately, if the product falls apart or doesn’t work well, it will reflect negatively upon you.

You may argue this point, saying that we can’t be responsible for manufacturing defects. While this is true, your reputation may still suffer a ding by your association with a subpar chiropractic product.

It’s much like a retailer who sells cheap merchandise that falls apart after a few uses. Would you continue to buy from a company if frequently you had to return bad products? I know I wouldn’t.

That’s why I tend to be cautious as I add new chiropractic product lines and therapies to my practice.

Over the past couple of years, I have dabbled a bit with homeopathy. Mainly I stock a few remedies for arthritis pain and muscle strains along with products for seasonal allergies and sinuses problems. But as my patient’s favorable responses have grown, I’ve begun to investigate homeopathy further.

Homeopathy’s Impressive Track Record

During the seminar, Dr. Stephen Perlstein, the featured speaker, described his firsthand experiences with Heel products. His treatment protocols included a few notable successes. In one case, a patient with two artificial knee joints experienced a total elimination of pain following three sessions where he received injectable homeopathy treatment. Dr Perlstein’s patients also offered positive feedback on the seasonal “homeopathy flu shots” he offers.

Throughout the seminar, the company’s claims of effectiveness were well documented by clinical studies. While I listened, my mind reeled with the potential applications.

Research the chiropractic products you carry

In the future, homeopathy will have a much larger place in my practice. Although I’ll have to invest more time in research and proper application, the potential rewards for both my patients and my practice will be well worth the effort.

Whatever chiropractic products you choose to offer, know that you can’t rely solely on your staff to sell the items. Although it’s great if you do have a staff member who is a natural salesperson, you must be the one to take the lead. Discuss the product with your patient during their office visit. If the patient seems interested, direct them to a designated staff member who can further assist with the sale.

If you do plan to ask your staff to help promote products, make sure they are well trained in the product’s benefits and usage. If your staff is unable to answer basic questions it will reflect badly upon the practice.

Track your patient’s results

This is an important step. You want to be sure that your patients are getting the results you anticipate.

To sum up; whether you sell tens units, weight loss products, homeopathy or nutritional supplements, be sure you are confident of their quality and effectiveness. Your reputation as a knowledgable and skilled practitioner could be harmed by a products failure but will be bolstered by a product’s success.

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As the new year is also a time to watch expenses, the chiropractic marketing strategy that we’re outlining below can benefit any doctor—whether new or well established. It’s also easy on the budget and simple to learn. It has the dual benefit of helping you establish a presence on the web, while directing traffic to your chiropractic website.

I think we would all agree the internet has had a profound impact on the way we do business. But it didn’t start that way. The internet began as a way for people to exchange ideas and to communicate. A chiropractic blog stays true to both ideals, but may also serve to boost your business.

Web logs, or “blogs” as they’re now known, are a remarkably effective way to engage readers and potential patients.

In case you’re unfamilar in the concept of a blog, basically it is an online journal. A chiropractic blog may contain your opinions, information on the latest medical advances, how-to-advice, and alternative health ideas. It may feature guest posts from other experts and also contain outbound links to other websites and blogs. It works best when it is updated on a regular basis.

Many blogs allow readers to post feedback on what they’ve read. This encourages reader engagment, giving your prospective patients a chance to interact with you directly. It will also give you the followup that you need, to help you refine what interests your patients and what doesn’t.

If you absolutely hate to write, then this chiropractic marketing idea is not for you. In the spirit of full disclosure, we must tell you that maintaining a chiropractic blog takes a certain amount of time and effort. But it can also help you accomplish three important business objectives.

1. Position yourself as an expert in your profession
Blogging can be effective way to establish yourself as an authority in the chiropractic field. In our opinion, this is the greatest value of a chiropractic blog. Not only can your blog generate leads, it also your reader connect with you by giving them a face and a personality.

2. Gain exposure for a new product or idea
Some doctors’ practices are centered around a specific niche. Whether that is personal injury chiropractic, spinal decompression therapy, weight loss programs, or cold laser therapy, blogging can help you target those markets. Alternately, you might have a product you wish to sell. Your blog is a natural way to educate your readers and to heighten interest.

You’ll find this to be an effective way to “pre-sell” prospective patients on products or services. This in turn can lead to a more streamlined sales process. If a prospective patient contacts you, you know they are truly interested in what you have to offer. This will save time spent trying to convert prospects who have only marginal interest.

2. Improved search engine rankings
There are a number of ways that a blog can help your chiropractic website get better search engine rankings. Frequently updated content sends a signal to the search engines to visit your website more often. This is important, as it is one factor in gaining higher page rankings.
Secondly, if your blog is attached to your website, you will benefit from the direct traffic generated by the new articles you write. The goal is to get your readers to click on other pages of your website to learn more about you and your practice.

Another important bonus is backlinks. Whether your chiropractic blog is a part of your website, or is hosted on a free platform like http://www.weebly.com/ or http://wordpress.com, you can link back to relevant topics within your website. This you will provide your readers with a rich experience and will also be the start of an effective SEO strategy.

According to the president of SEO Research, Brad Fallon, If your blog allows readers to post a response you will see even more benefit relative to search engines, This search engine marketing executive states, “With blogs that allow comments, every new post and every new comment becomes an additional webpage filled with additional keywords to be picked up by the search engine spiders.”

Many marketing experts believe that the amatuer journalists who host their own blogs now play a powerful role in swaying public opinion. As an alternative source of news and information, blog publishers have more freedom than traditional journalists and can freely offer their opinions and viewpoints. In this way, a chiropractic blog goes well beyond a simple chiropractic marketing tool. Doctor bloggers can have a powerful influence over the public’s perception of chiropractic.

If you agree that it’s time chiropractic receives it’s share of good press, and you’re looking for an effective and affordable chiropractic marketing strategy, consider writing a chiropractic blog. Not only will you receive all the marketing advantages outlined above, you’ll be helping to advance your reader’s opinion of the chiropractic profession.

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a New Year’s Resolution is a post from: Chiropractic Marketing Guide | Smart Practice Building Strategies

When you create a business listing with the Bing Business Portal you can post details about your chiropractic clinic; you can add information about your business hours, areas of specialty, even add a chiropractic video or photos of you and your staff. You can also include additional business locations if if you have more than one practice. Once you register your business, you’ll receive a PIN code for verification by phone or through the mail.

The Bing Business Portal is designed to give local businesses a way to stand out in local searches. By enrolling, you’ll have a better chance of your chiropractic practice showing up on the search engine results pages, along with a map and a navigation pin. Visitors will also see your location, address, phone number and a link to your chiropractic business website. The screenshot below shows an example of how this appears to visitors.

When your chiropractor marketing strategies include the use of local business portals, it will drive new traffic to your website and your business. By signing up with Bing, you will have a chance to capture those clients who use the Bing toolbar or have Bing set as their homepage. Here is a quick two minute video that will take you through the steps:

In general, adding your company to a wide range of internet directories and business portals is a great way of attracting patients that might not find you otherwise. Obviously, if potential patients can’t find your business information when they perform a targeted search, then you’re missing out on revenue. So sign up for Bing’s Business Portal to increase your odds of being seen and to add another dimension to your chiropractor marketing. It’s easy to do and it’s free.

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Explode Your Chiropractor Marketing with Bing’s Business Portal is a post from: Chiropractic Marketing Guide | Smart Practice Building Strategies

Here are 6 online chiropractic marketing strategies we suggest you implement. They’ll help you attract new patients and establish a professional web presence.

1. Publish an chiropractic newsletter

Do you regularly keep in touch with patients with a chiropractic newsletter? If not, consider adding this useful strategy to your arsenal of chiropractic marketing tools.

An entertaining e-newsletter will offer your subscribers useful tips and information and give you a chance to promote new products and services.

Over time you’ll further your credibility and solidify your relationships with readers . Your subscribers will come to see you as a trusted authority, making it easier to convert prospects into patients.

Add a newsletter signup to your website to quickly expand your list of potential patients.

2. Publish patient testimonials

Post patient testimonials on your website to increase conversions. A patient testimonial will serve a couple of purposes. Testimonials will make your website more personalized — this can be particularly important if you subscribe to a chiropractic website service, where many doctors websites share a similar look.

Testimonials will also demonstrate the effectiveness of your treatments . Remember that testimonials don’t need to be perfectly worded or polished. To the contrary, they may be more believable if they are added exactly as written by your patients.

3. Write authoritative chiropractic articles.

Have you ever thought about writing a chiropractic article to be published in an article directory? It is easier to do than you might think — and it can offer a couple of attractive benefits. Articles submitted to these sites will be seen by hundreds if not thousands of people. If your article offers unique and valuable information, your article may be used and published on other websites. This can offer valuable exposure, along with an author attribution and a link back to your website.

If done properly, this chiropractic marketing strategy can help drive website traffic to your site.

4.Take advantage of free directory listings

Use the recent explosion of online business directories to your advantage. When you add your chiropractic practice information to a directory, not only do you gain valuable exposure, but you’ll also get a backlink for your chiropractic website. (Backlinks are an important part of search engine optimization — a way to make your website more visible to the search engines.)

Start by doing a quick internet search for business directories. Select those directories that offer free listings. At least initially, resist the temptation to upgrade to a paid or featured listing. Be sure your chosen directory let’s you add a link to your website’s URL.

This task is time consuming but easily can be delegated to your staff. With each directory addition, you’ll be expanding your online presence.

5. Add a special offer to your website

We know that many doctors resist this idea. And although this chiropractic marketing strategy may not work for all chiropractic business models, for many doctors an introductory offer can be a great draw.

6. Keep your website content fresh

One great way to keep your website current is to add a chiropractic blog. Not only will a chiropractic blog keep visitors engaged, it will also encourage the search engines to visit you site more often. (This may in turn, enhance your search engine rankings.)

If you’re not a writer or simply don’t have time to create blog posts, take a look at freelance sites like elance.com. There you can hire a quality writer to ghostwrite a blog post for you. In many cases the cost will be less than $75.00 per article.

One word of advice, shop carefully and be sure to review your prospective writer’s portfolio. You’ll find writers of varying abilities and from a wide range of countries. You want to be sure your writer creates engaging articles that read like they were written by someone from the United States.

Now go take advantage of these online opportunities — you’ll see how many great ways the internet offers to promote your chiropractic practice.

QR Codes are popping up everywhere! Learn how they can add to your chiropractor marketing

Article Marketing can drive new prospective patient to your website. It’s fun and easy to do.

How to explode your chiropractor marketing using Bing’s Business Portal.

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6 Powerful Ways to Use the Internet to Promote Your Chiropractic Practice is a post from: Chiropractic Marketing Guide | Smart Practice Building Strategies

Pricing sets expectations

Before you get ready to dispute this statement, we ask you to consider the following scenario. Let’s say you made a trip to your local discount shoe store, the one with the really cheap, but functional shoes. When you walk into the store you probably have a certain set of expectations. Most likely you don’t expect to receive personalized customer service, you may believe you’ll have to compromise a bit on quality, and you probably don’t think the shoes will be extremely durable.

Contrast the budget shoe store with a visit to Nordstrom’s—a retailer known for their quality shoes and service. When I walk into Nordstrom’s I know I will be paying more, but my expectations are quite different. I know I will receive high quality customer service from a salesperson who is well trained in pairing a client with the right shoes. I also know that I can expect to find a wides selection of well-crafted, stylish and durable footware. And, if for any reason after purchasing my shoes, I have questions or concerns, I know I can count on Nordstroms to be there to support me.

Translating this into a chiropractic scenario is easy. Your clients will perceive you exactly the way you market yourself. A trip to the internet validates our concerns. After entering the search term “what does an average chiropractic visit cost?” we find a post under Yahoo Answers where a reader, John, responds to this same question by advising the questioner to choose the more expensive chiropractor. John goes on to say,”…You want mercedez healthcare, not hyundai.”

We believe this sums up general public perceptions quite well. Although you and I may recognize that a chiropractor who is charging $40.00 for an office visit and adjustment, may be just as good as his counterpart who charges $75.00 or $80.00, your prospective chiropractic patients may not see it this way. Most patients expect to pay for quality healthcare. A super low price may suggest inexperience, and low value—not to mention, desperation.

Your skills are valuable

Your fees should take into account your time, overhead, and the value of your skills. A chiropractic education is expensive. You need only think about your school loans and the amount of debt you took on to validate this fact.

Although it makes sense to offer discounts for an introductory visit or to a select group of clients, (active military personnel, for example), your standard rates should allow to cover your financial responsibilities and allow you to make a reasonable profit.

Your choices affect the profession

Here’s another factor to consider. If you set low-ball fees, particularly prices that are well below professional standards, you will be contributing to the overall undervaluation of chiropractic. Even today, too many people are in the dark about the many benefits chiropractic medicine, By appropriately valuing your time and talents, you’ll enhance your patient’s view of chiropractic.

Please understand that we are not recommending that you never accept a fee that is lower than you would like. Sometimes ethical considerations come into play, as in the case of Medicare patients. We are just suggesting that using price as a basis for chiropractic marketing can be problematic.

There are many free or inexpensive chiropractic marketing tips offered within this guide that can help you effectively market your practice—without lowering prices. You can market to Attorneys and MDs, build a powerful website, host a community event, and promote your chiropractic practice through local business directories… and this is just a small sampling of ideas. Consistent marketing will help you break through the price barrier.

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Chiropractic Marketing Advice to the Frustrated Doctor | Why Pricing Too Low is Bad is a post from: Chiropractic Marketing Guide | Smart Practice Building Strategies

But what exactly are QR codes? And should they have a place in your chiropractor marketing?

QR Codes were created in Japan in the mid 1990′s as a tool to track vehicles during production. The codes can store large amounts of information in a small space. Because of this, their usage quickly expanded. Now the codes are used for everything from to entertainment ticketing, marketing, and product labeling.

Apps for scanning QR codes are readily available for almost all smart phones. When scanned by smart phone cameras, the code will automatically display text, URLs, photos and videos.

It’s pretty easy to see that QR codes have the potential to help businesses communicate information quickly and easily.

Although still unfamiliar to most people, (according to Lab42.com, only 40% of those polled said they knew what a QR code was) their popularity is growing.

The survey takers said they scanned the QR codes for a variety of reasons.

1. 46% say they scanned the code for a discount
2. 44% to get more information about a service or product
3. 43% out of curiosity
4. 28% because of a interesting ad
5. 17% to get in touch with someone

How You Can Use QR Codes in Your Chiropractor Marketing

This chiropractic marketing strategy is inexpensive and easy to implement. There are a number of sites on the internet where you can generate a code . We created the QR code you see on this page in just seconds by visiting www.kawya.com. It contains all the information for Chiropractic Marketing Guide’s URL You can create a free QR code for your own business in the same way.

Once you have a code you can use it in a number of different ways:

• Add it to your business cards. Use the code to direct your visitors wherever you wish. You can create a QR code for your website, your facebook page, or a landing page.




• Add a QR codes to your printed brochures, fliers or handouts. The space saving code will give savvy readers another way to learn more or to get in touch.




• Place a code on your newspaper ad. Give your readers a way to access your website directly from the ad.




• Place a QR code decal on your office window. Even if you’re closed, Passerbys can scan the information to get more information.




• Expand your chiropractic newsletter sign up. Create a QR code that will send your visitors directly to your sign up page.

It’s likely that QR codes will grow in popularity as more mobile users convert to smart phones — so it may make sense to consider this affordable and easy to implement chiropractor marketing strategy. If it helps to bring in just one or two additional new patients, it will be worth the effort.

If you’re looking for more ways to get free publicity, check out these related articles:

Article Marketing can drive new prospective patient to your website. It’s fun and easy to do.

How to explode your chiropractor marketing using Bing’s Business Portal.

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5 Ways to Use QR Codes in Your Chiropractor Marketing is a post from: Chiropractic Marketing Guide | Smart Practice Building Strategies

Data culled from the responses of over 1000 participants suggests that over 80% of buyers will rethink their purchase or involvement with a company when exposed to a negative review. This is a dramatic spike over previous years. This sharp statistical increase is in part the result of smart phones and mobile technology. Now, 59% of consumers say they are more likely to research services and products online because they can easily access the data through their cell phones

Managing your online reputation in 15 minutes a week

If you want to maximize your chiropractic marketing you must monitor your online reputation. Monitoring your reputation doesn’t have to take an immense amount of time. You can quickly establish a simple weekly routine that should take no more than 15 or 20 minutes. Begin with the following steps:

• Check your Google places listing. Google will often add reviews to your places listing. Keep an eye on reviews so if there is a problem you’ll be aware of it.
• Look for online mentions about your chiropractic practice – One easy way to do this is by setting up a Google alert. Go to www.google.com/alerts. Here you can specify the keywords and the frequency of the updates. You may wish to set up separate alerts for your name as well as that of your practice.
• Visit your Facebook page – Ideally this should be done daily. Being involved in your patients’ conversations will do more than manage your reputation it can be a very effective chiropractic marketing strategy. Recently we gained a new patient simply by responding to a question posted by a Facebook follower.
• Keep an eye on your Twitter account. Check out what patients and other followers are saying about you. There are a number of tools, like Tweet Deck, that make this easier.

So what do you do if you’re slapped with a thumbs down by a disgruntled chiropractic patient?

First off, don’t panic. One negative review won’t derail all your chiropractic marketing. Many online review sites allow businesses to post responses to the comments or complaints. If you’re faced with this challenge, take a deep breath, then calmly and clearly outline your answer. You may not be able to salvage the relationship with the complainant, but you could positively impress future readers that also have an interest in your chiropractic clinic.

Realistically, it appears there needs to be about ten favorable reviews to offset the effect of a negative one. Does this mean you should quickly sign up your family members to beginning flooding review sites with positive reviews? Definitely not.

Some companies are in the process of developing software that can spot fake reviews. But even if the software never comes to fruition, we must consider the ethical implications of loading sites with our own trumped up reviews. That doesn’t prevent you from mentioning to your patients that if they are happy with the success of treatments that you would welcome a favorable review.

Also consider that the complaint will have less impact if you already have a strong online reputation. There are several ways to establish online authority. You may want to begin a chiropractic blog, submit educational articles to sites like Wikipedia and ehow and become active in health forums.

Fortunately, there are many indications that consumers are now doing more than searching online reviews when considering a new health care provider. They are also researching related topics on the internet and looking for informational blogs.

Take the above actions and you’ll be well equipped to deal with any negative review, should it come along.

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Could a Negative Online Review Stunt Your Chiropractic Marketing? is a post from: Chiropractic Marketing Guide | Smart Practice Building Strategies