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How Do You Create A Buzz For Wellness?
Posted By: theblums on 2/18/2007 3:51 PM (CST) 25 Points
Greetings! Here's my challenge...
I am a holistic chiropractor with a unique method, called Network Spinal Analysis. It is unique for several reasons: 1. it is very gentle, requiring only a light touch to make a correction. 2. I focus on the nerves rather than the bones.
3. The intent of care is to help an individual transform the past stresses of their life into health, vitality and wisdom. This occurs by helping the person's nervous system to release past stress and trauma that has become "locked in" and consequently continues to influence them today (on both a mental/emotional and physiological level). Once they have released the past stress, they can actually begin to develop the inner tools to transform future stresses into something positive (ie: health, vitality and wisdom)

As you can see, this ain't traditional back pain chiropractic. And there's my first challenge. How do I differentiate myself from the pack? Second challenge: How can I convey the above message to a public that, generally, is thinking only pain relief. How can I help them to see the value in a commitment to long term wellness rather than the short term fix that will only yield more sickness and suffering in the end?

Currently, I position myself as a "stress expert", in that I focus my message on stress and the devastating effects that it can have if unresolved. Would you recommend staying with that or going in some other direction?

Long question, I know! But my situation is pretty complex and I'm hoping for some clarity.

Thanks!
PS...once people actually experience my work, they are often sold. But the key is getting them to try me first.

Posted by: W.M.M.A. Member Response
2/18/2007 4:11 PM (CST)
You have the same issue that most companies have, and that is getting people to believe that there is value in your product/service.

And, as with all of the other companies, you have to come up with target marketing programs. You state that people know you by your previous positioning, in the "stress" arena. Now, you are changing your positioning to "pain relief".

Now, the market will become confused as to what it is you do. You are increasing the amount of work you have to do to reach the market, and the amount of money you will need to spend.

Have you completed a SWOT analysis of your market? If not, I would suggest that. If you have not done a marketing audit, I would also suggest that. Once you have completed these tasks, you will have a grasp on what you need to do to reach your market.

In the interim , I would say that you begin to contact all of your clients, and provide them with your new information, and invite them to come in, and bring/send a friend/family member.

Randall
WMMA
 
Posted by: peanutpeanut Member Response
2/18/2007 4:20 PM (CST)
i would emphasize that it is different but so effective. and use the fact that your treatment is organic and natural.

something along the lines of

the natural organic way to better health. and then. have a promotion do it for free and let those people become your ambassdors so they can start a viral word of mouth marketing campaign. if it so good as you say it is it will take off
 
Posted by: CarolBlaha Accepted Answer
2/18/2007 5:23 PM (CST)
Think "whats in it for me"-- such as-- focussing on nerves vs bones is a feature-- what is the benefit. Clients can understand gentle-- but what does that mean to healing? Have you considered some non commercial speaking presentations? I think this would be a great topic. You have to get the airey fairy out of it to something grounded.

Carol
Sell Well and Prosper tm
 
Posted by: farfromnormal* Accepted Answer
2/19/2007 5:13 AM (CST)
Repositioning is required.

By organizing seminars - Getting the message accross correctly through testimonials of previous patients.

Stress Expert for better life ahead.

Good wishes
Palak
 
Posted by: telemoxie Accepted Answer
2/19/2007 6:28 AM (CST)
I agree with Carol that speaking can work... years ago, I had worked with a mortgage refinance company to put on some "brown bag" seminars on "how to get your best mortgage" at local corporations, which were well received. Could you put together a helpful program on general "stress relief" and "proper office posture' and "avoiding carpal tunnell..." and so forth, which could be delivered as a "brown bag lunch" to local businesses (and possibly could be later presented as a webinar?).

If you expanded your "wellness" offering just a bit, you could even develop a program to be promoted thru the employee benefits office. There is probably a need for good information (e.g. I'll bet most folk at a corporation don't know if chiropractic care is covered by insurance or not). Good luck.
 
Posted by: L81 Accepted Answer
2/19/2007 7:18 AM (CST)
YOGA - Your message is very similar to the philosophy of Yoga. Speak to yoga teachers. Advertise through them. Try to advertise through their websites & newsletters. Stores like Lululemon etc. We are a growing community & your message seems to be a good fit. Many practioners need adjustments & it could be a niche that you could fill.
 
Posted by: tdbill Accepted Answer
2/19/2007 8:34 AM (CST)
I have a couple additional ideas. I would offer discounts for referrals. For instance, if one of you clients refers another, give your client a small discount on a future visit.

Also, find a radio, television, or newspaper personality that is willing to try it at no cost to them. They will then pass on their experience to their listners, watchers or readers.

With that being said, I think that hoding seminars/workshops(like mentioned above) are great ideas to gain new clients.

Hope this helps,

Tim
 
Posted by: Phoenix ONE Accepted Answer
2/19/2007 9:51 AM (CST)
There is no magic pain relief for your problem.

Above Randall is providing you with your first priority and VERY sound advice.

You must define your market and build a plan, then work the plan.

You need to "audit" what you are doing;"evaluate" what you are planning; then, "develop" what is it you will do. That development is called a Marketing Plan - Plan the Work and Work the Plan.

Forget tag words for wellness, your issues are certainly not complex, but without a plan in place you will spend time, energy, and of course money in pursuing your own magic elixir.

You recommend to your clients to see an practitioner and take their advice and prescription for your health - that is what is being provided to you here-

Good Luck and Happy Marketing ~
 
Posted by: casey Accepted Answer
2/19/2007 12:33 PM (CST)
my guess is you have a limited budget. but it seems that you have a service which has high potential for word of mouth marketing. i dont have any exact answers but i saw some really good pieces from the responses above.

first i think your focus on stress relief as opposed to pain relief is a good angle. but think about it in terms of your client. most people are probably looking for the benefit of pain relief. if this is the client you are after, you need to consider how to relate your stress relief methods into the benefit of pain relief. if its not, then you are probably after someone seeking a lifestyle change and they will be more receptive to the associated benefits of less stress.

second, if your budget is limited, you need to find a marketing medium which will give you the most bang for your buck. once again this will probably come from word of mouth. i liked alot of the ideas from others, especially referral/rewards programs for current clients. i think an attempt at earning some time on a local news channel might be helpful. maybe demonstrate your techniques. local news shows are always running special features on health and wellbeing. this could probably reach a good market your you, stay at home/work from home mothers who often have high stress lives.

lastly i would suggest making sure you know who your customers are. this would be a similar function of the marketing plan/audit that was mentioned before. but you need to understand what types of people are coming to see you most and for what reasons. maybe a simple survey for your clients or some personal phone calls might help you understand what type of person is coming into your office and what are the motivating factors.

good luck.
 
Posted by: necornell Accepted Answer
2/19/2007 1:06 PM (CST)
There's alot of good advice here, so here's my two cents as someone who actually goes to a Network Chiropractor:
- get referrals from people in affilated healing services (massage therapists, Reiki practioners are ideal) in your area by offering to refer your clients to them
- word of mouth works best (that's how I got there)
- make sure you are on the Network Chiropratic national list; my practioners get referrals from other chiropractors out of state when their clients move here

Good luck!

Natalie
 
Posted by: Brand-in* Accepted Answer
2/19/2007 3:52 PM (CST)
I think most of the suggestions above would be beneficial to you or any chiropractor. The real question is how to highlight how your practice offers something more. I would consider using a simple phrase on all marketing materials that describes YOUR process. "Working your nerves, ensures holistic health".
 
Posted by: KathySmithFilms* Accepted Answer
2/19/2007 3:56 PM (CST)
Hi theblums,

I am a member of marketingprofs and had a question a while back on chiropractic to help me with surveys prior to filming in house to help expand this type of business. I took the advise and have finished filming 3 DVD's for the chiropractors. Surveys help. You can read our prior posting and hopefully get something from it that will help yours.

http://www.marketingprofs.com/ea/qst_question.asp?qstID=15636

But I would take Randall's advise on your needed sequence to get things more productive.

All the best,
Kathy
 
Posted by: theblums Author Response
2/21/2007 8:50 PM (CST)
Thanks one and all for your suggestions. I'll get busy sorting them out and putting them into motion!
 


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