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Attracting New Patients with Social Media Content

By April 27, 2022December 22nd, 2022No Comments10 min read

Hi everybody. This is Dr Nick with LVRG media. And today I want to talk to you about why every chiropractor should be creating content to push out into their community.

So whether this is video content or written content, just content creation in general is just becoming more and more important to the marketplace. People are doing more research; they’re wanting to discover things on their own. And content marketing is what is going to allow you to kind of check all those boxes.

Increase Your Chiropractic Brand Awareness

So the number one thing that I think is important when it comes to creating content as a chiropractor is number one, you increase your brand awareness locally. And then number two is that you increase chiropractic’s brand awareness locally as well.

So on the chiropractic side of things, there’s just so many people that don’t get regular chiropractic care. You know most of the statistics say about 10% of the population get chiropractic care in any given year. Which means that there’s a lot of people that even if they’ve gotten chiropractic in the past, are not currently under care. 

And so staying in front of them, explaining to them how chiropractic can help is always going to be useful. There are about 70,000 practicing chiropractors in the United States. If we say that maybe half of those are successfully run (you know, normal chiropractic practices). Let’s say around 40,000 practices are functioning on a daily basis in the US. 

If every office that existed was even spending a thousand dollars a month to not run lead generation $21 coupon ads on Facebook, but actually pushing content out about whatever they want to talk about. But if they were spending a thousand dollars a month just on their content marketing, that would be $40 million a month of the United States basically being blanketed.

Every major population center, any place over 25,000 people in a town or city would be getting chiropractic content. And it would all be different. They’d all be different angles, in the way that you do this and the way that I do that. Just making that brand awareness. 

The international, or the national, or the state level organizations would never be able to create content like that. And they would never be able to reach that many people on a consistent basis at scale. $40 million a month would translate into hundreds of millions, if not billions of impressions, and views per month.

Social Media Content Outreach

So just increasing chiropractic awareness (you know the rising tide lifts all boats) the more people know about it, the more they’re reaching out to all of us. More selfishly is that your brand awareness locally will go up even if the content is not relevant to that individual person. 

Your logo gets seen more. Your name gets seen more. Your face gets seen more. And i’m talking mainly around video, but the more that you can push that content out the more that they know that you exist. 

If you think of a marketing funnel, the first part of the marketing funnel is awareness. People have to be aware that you even exist to begin with. So whether that content is amazing or not just putting it out there, allows people to see you,  that you’re you’re close to them.

So the second most important thing is it allows you to share your expertise on whatever it is you want to talk about. If you want to talk about adjusting babies, or you want to talk about athletes, or car accidents, or low back pain, or headaches, plantar fasciitis, scoliosis, doesn’t matter. You are creating content around the things that matter to you.

The more that you can stay focused on things that you want to be known for, that you want to specialize in, the more people will seek you out for those conditions. One of the things that I hear a lot is that when our clients come on board, they always want to know what are other people creating content around that’s working.

And I always tell them the same thing. You know just because this person over here focuses on  scoliosis for example, doesn’t mean that you will have the same level of success in your market as they have had in theirs. So the most important thing that you can do is stay focused around the things that you’re an expert in, and really become known for those.

The more consistent you can be with your messaging and the conditions and types of patients that you want to treat, the more people will keep you top of mind.

I was in New York a while ago, and I saw a hair salon that was specifically for women with curly hair and that’s all they did. They just focused on women with curly hair and that put them into a box. Do they see other people that maybe don’t have curly hair?  It’s possible. They probably don’t; they’re probably busy enough with just the curly hair. But it allows people to think of them as experts when it comes to curly hair. 

And in really competitive markets, in really big cities like New York, or LA, or Chicago, it’s easy to really niche down so that people know that you are the person to see for that particular thing. But even in a smaller area, it’s still useful to just be known for something that you are truly an expert at. It doesn’t mean you can’t see all the other things that you’re able to help with. But staying focused around specific topics really helps you to get that market share in the public’s mind.

Chiropractic Content Creation

All right third and lastly, is that when you are creating content for the community it allows people to learn what chiropractic can help with.  

Let’s say you’re in a town of 100,000 people, and your community has let’s say five chiropractors that are actively running advertising for their services. I can almost guarantee you that the 90-plus percent of the ad spend that is being spent is gonna be around lead generation. Meaning: let me make an offer for you to come in as a new patient. And there may be all different angles around that. Maybe it’s, for example, one doctor’s promoting functional medicine, and another one is to come in for a massage. 

It doesn’t matter what the offer is, it’s still lead generation. And that’s what almost all chiropractic marketing is in most communities. But if someone with knee pain doesn’t know that chiropractic can help with knee pain, you can show them all the chiropractic ads in the world but they only care about knee pain. They don’t care about chiropractic. They don’t care about massage. They care about getting rid of their knee pain.

Now when you create content around how you can help with knee pain, and why you’re an expert on knee pain. And here’s all the success we’ve had with knee pain. They see that content. That content can move them. They don’t need a special;  they don’t need a coupon. What they need is an expert in the field of knee pain.

Now just because you can help lots of other things, that doesn’t matter to them. What matters to them is that you can help their individual situation. So content marketing allows you to open up to that world of patients that aren’t actively looking for a chiropractor. 

For the 10% of the population that sees a chiropractor in any given year, that 10% already has a chiropractor. The other 90% is not seeing a chiropractor, so they’re available. But if they thought chiropractic was so great and so necessary, they’d probably already be under care. So you probably have a segment of that 90% of the population that is fine with chiropractic. 

They may use it more as a pain reliever. Or when they have a problem and when they have that problem they know the chiropractic can help with, they go and get it taken care of by whoever. Whether it’s who they’ve seen in the past, or someone new. But there’s a much larger segment of that 90% that doesn’t know that chiropractic can help them with their problems.

Majority of the people that sit down in a stool when you do a spinal screening have some problem that they are dealing with on at least a weekly basis. Something that they are not seeking care for, that chiropractic would be perfect for. And most people just don’t know that. And that’s why spinal screenings are always great to go out and find new people in the community. 

Chiropractic Social Media Content

But that’s where content really helps you as well. You get to go out into the community on a leverage, and in a leveraged way 24/7. On platforms that they’re already spending time on and educate people on how you can help with their problem. 

It doesn’t have to be about chiropractic. It could be about soft tissue, it could be exercises that you give them. But staying focused on the things that they care about, really allows you to enter into the conversation that they’re already having in their own head about what they should do about this problem.

So those are the three things that I think are important when it comes to creating content, and why every chiropractor should be doing it.

So if you’re not doing it right now, please take these reasons to heart. Every chiropractor I know would agree with what I just said in terms of successful outreach, and the way that you do that is through content. So if you have any questions please reach out. Leave any comments below and we’ll see on the next one

Nick Silveri

Dr. Nick Silveri owns LVRG Media, a content marketing agency that services chiropractors who want to create great content that attracts qualified new patients.

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