Marketing Your Practice: How to Make Your Clinic Stand Out
From diets to workout routines, people today are more health-conscious than ever, and healthcare specialties like chiropractic have grown to meet the demand. According to the United States Bureau of Labor Statistics, there will be a projected 5,900 more jobs for chiropractors by 2026, meaning a 12% growth rate that is well above the average 7% for all occupations. So how do you make your practice stand out among a rapidly expanding market? Here are four strategies to consider:
Connect with Your Patients
Doctors and other healthcare professionals hold a position of expertise and authority in our society, and as a result, there’s a tendency for HCPs to represent themselves in a way that aligns with this position. While there’s nothing inherently wrong with presenting yourself as an authority--after all, no one wants to be treated by someone they perceive as incompetent--there is always the possibility of going too far in that direction and being read as aloof, cold, or uninteresting.
One way for your practice to stand out from others is to make yourself stand out first. Read through your bios on your website, LinkedIn, and other publications, and see if you can find any information about who you are as a person, not just a professional. Your education and credentials are part of what gives prospective patients the confidence to entrust their health to you, but these details probably won’t help you connect to them. Help people understand what it’s like to work with you before they ever reach out: do you have a good sense of humor? Are you an active member of your community? Do you have hobbies or interests that can serve as common ground?
Use (And Market) New Technologies
Progress and innovation are key aspects of healthcare, and staying ahead of the curve with your use of technology can help set your clinic apart. Newer isn’t always necessarily better, but it’s always worth staying up-to-date on the latest technological advancements in your field and constantly re-evaluating your clinic’s need. Are there any treatments that you perform that could be done faster, with more consistency, or with less physical effort on your part? If yes, investing in new healthcare technology could be a value-add for you and your patients.
If you’re already using new healthcare technologies in your practice, you need to get the word out. Advertise your capabilities online and offline in print media or television ads, give your current customers information during their visits, and utilize posters and brochures throughout your practice. If you’re one of the only clinics in your area using the technology that you have, potential patients who understand its value will seek you out for treatment.
In addition, the new technology that you adopt doesn’t have to be limited to healthcare devices. Look into using technology to make other aspects of the patient experience more modern and streamlined, such as checking in online or contactless payment. You may be surprised at how enticing convenience is to potential patients.
Focusing on a single thing in your practice, whether that thing be an injury, treatment, or something else, can set you apart from other practices by setting you up as the authority on the subject. Specializing isn’t easy, and the idea of limiting your capabilities is, understandably, daunting, but being the best at a single thing gives you and other staff at your clinic the ability to learn and improve within your specialty.
For example, if the majority of your patients come to you for non-surgical spinal decompression, you may consider specializing and offering that treatment as your main service. The goal would be to receive constant spinal decompression therapy referrals due to your level of authority and letting the perception of your brand do the marketing heavy lifting. Of course, specializing requires your clinic to have established some authority already, whether by past patients recommending your services or by a network of referral relationships, but making the conscious decision to specialize can allow you to focus your efforts and rise to the top.
Conversely, some practices may find it more beneficial to diversify, not limit, their service or product offerings. Again, this requires you to stay informed about the latest advancements and trends in your field, and to use your knowledge to make informed decisions about what potential patients value most when seeking treatment. If other HCPs in your specialty report success with a particular treatment or medical device, expanding your capabilities could help you attract patients seeking that treatment. Be aware, however, that simply having new capabilities is never enough to bring in patients--you need to also be able to get the word out.
Standing out in a crowded market is always difficult, but with some strategic planning and work, you can make a name for yourself and build your practice’s brand and reputation. By separating yourself from the pack, you can focus your marketing efforts and create an impression that is lasting and memorable, moving you towards better opportunities for new patients.
Our "Marketing Your Practice" blog series will discuss some practical tips that healthcare professionals can use to grow their businesses. Subscribe to the blog to get these articles to your inbox.