Breaking It Down: How to Test Your Chiropractic Marketing Campaigns for Effectiveness

Posted on January 30, 2024 by Miles Bodzin, DC

Unlock the Potential of Your Chiropractic Marketing Campaigns: Dr. Miles Bodzin, a seasoned chiropractic expert, shares invaluable tips and strategies for chiropractors to optimize their marketing efforts. Learn how to set clear goals, harness the power of A/B testing, track multi-channel data, gather patient feedback, leverage AI tools, and stay ahead of the competition to create effective and dynamic campaigns that boost your practice’s success.

This original article was featured in the January 2024 issue of Chiropractic Economics

Hey Doc! In today’s competitive market, effective marketing strategies are crucial for any business’s success. The chiropractic industry is no exception to this rule. However, many chiropractic practices struggle with inadequate marketing, which can have significant consequences. From hampered growth to decreased patient acquisition and retention rates, poor marketing efforts can be detrimental to a practice’s overall success and sustainability.

So… Are you looking to improve your practice with effective marketing? Launching marketing campaigns is not only imperative for your practice to thrive, but you can’t just set it and forget it! You must test it to ensure it’s working its magic. Plus, we’ll touch on using AI to help you market your chiropractic practice effectively. Let’s dive in.

Set Clear Goals

Before testing your marketing campaigns, it’s crucial to pinpoint what you’re aiming to achieve. Whether your marketing goal is to generate more new patients, increase brand awareness, educate your community, or promote a specific service or product, knowing your goals will guide your testing process. 

Additionally, you need to know what platforms you will be using. You need to set measurable KPIs (Key Performance Indicators) like conversion rates or lead generation to check if you’re hitting your targets effectively.

Without clear goals… you, your team, and your patients are left lost and confused. This is a crucial step for any successful business.

A/B Testing Magic

It is essential to test different marketing efforts with your audience as it helps to gauge their preferences and behaviors. You can identify the most effective and efficient ways to reach and engage your target market by testing various platforms, strategies, and tactics.

Testing allows you to optimize your marketing campaigns and ensure that you deliver the right message to the right people, ultimately driving better results and maximizing your return on investment.

A/B testing is your new best friend. It is a powerful technique that can help you optimize your marketing efforts. Create two versions (A and B, get it?) of campaign elements and see which one your audience engages with more. Test things like email subject lines, landing pages, or ad images, and let the results guide you in creating the most effective campaigns.

I love this because sometimes I can’t decide between two different versions.

No worries! We can and should use both to see which performs better. Let the results do the deciding for us. 

Track All the Things

Knowing where your leads are coming from is also crucial for enhancing your marketing efforts. By identifying the sources that generate profitable leads, you can allocate your resources and efforts toward those channels for maximum return on investment. This knowledge helps you focus your marketing strategies, tailor your messaging, and optimize your advertising budget to attract high-quality leads from the most productive sources, ultimately boosting your profitability and success.

Your campaign will spread across different channels, so keep tabs on all of them. Use tracking tools to see where your traffic and conversions are coming from. This data will show you which channels are the real MVPs.

Asking new patients where they learned about you is a simple and easy way to see what’s working! Is it referrals from current members? Social media? And if it’s social media, was it a particular post or reel or from someone sharing a testimonial?

Once we know what’s effective in converting leads into patients who walk in the door, we can put more effort into what we know works! 

Listen to Your Patients

Feedback is gold. Listening to your patients is invaluable when it comes to maximizing your marketing campaign. Use surveys, reviews, or even face-to-face chats to understand how your patients feel. Their insights will help you tweak things for the better.

I once set up a video camera on a tripod, had it turned off, and sat in the corner of my main adjusting room. Some patients ignored it, and some asked what it was set up for. I informed those who asked that I was interviewing patients to learn more about what motivated them to stay, as many of my patients had been with me for hundreds of visits! 

It was a candid interview, and I was astonished at their answers for their continuation of care. Not one patient told me I was the best chiropractor they’d ever been to. No one told me I had magic adjustments. Not one of them said it was the patient education I provided. But you know what many patients repeatedly said? They appreciated how clear we were in explaining their care plans, loved the affordable monthly payment options, valued the convenience of my office hours and location, and that they felt genuinely cared for in my practice! 

Analyzing their feedback was crucial in getting clear on what our patients valued, fine-tuning our standard operating procedures, and allowed us to enhance the patient experience further. 

Data Dive

Understanding what engages people in your content is crucial for business success as it evolves. As societal norms, interests, and technology advance, people’s preferences and expectations change. For instance, long-form text-based content might have been influential in the past, but today, short and visually appealing content gains more traction. As a business, you must be agile and adapt your content strategy accordingly to connect with your audience, harnessing the power of new platforms, mediums, and trends to ensure continuous engagement and remain successful.

When the numbers come in, put on your detective hat and analyze. Look at engagement, conversion rates, and ROI, and see if they line up with your KPIs. If not, it’s time to make adjustments and optimize your campaigns accordingly. If it’s not broken, don’t fix it! But if you are ready and willing to adapt and make changes. 

Check Out the Competition

Keep an eye on your competitors’ moves. I’m not saying do what they are doing- nobody likes a copycat! 

However, learning from other successful individuals in your profession is crucial for personal and professional growth. Observing and studying those who have excelled in your field gives you valuable insights, knowledge, and inspiration. Surrounding yourself with the right people can also provide guidance, motivation, and mentorship, helping you navigate challenges and achieve greater success. Their experiences and expertise serve as a guiding light, showing you the path to success and helping you avoid common pitfalls. Remember, success leaves clues, and by learning from those who have already achieved it, you can accelerate your own journey toward your goals.

WIth this insight and inspiration, that you can put your spin and personality on it to generate ideas.  If something works for them, consider how you might incorporate similar vibes into your campaign. Remember, every practice is unique, so customize those insights to fit your target audience and goals.

After all, the goal is to get more people chiropractic care, so don’t be afraid to ask your colleagues, too! 

Always Be Improving

Marketing’s not a one-and-done deal. It is an ongoing process that requires regular testing and continuous improvement. Periodic testing and tweaks will keep your campaign fresh and effective as the market changes. Stay flexible and ready to switch things up based on your findings. Continually refining your campaigns will keep them fresh, effective, and aligned with evolving patient preferences.

In addition, when it comes to social media, there are trends, memes, and audio that you can use in Reels to boost your views. Being aware of this and ready to bust out new content is vital. 

Using AI in Marketing

Incorporating AI into your marketing strategies can be a game-changer in today’s digital age. Here are a few ways I would use AI-powered tools and technologies in my marketing and testing: 

  • Have it create different email subjects for you to use with your A/B testing
  • Create captions for your posts
  • Create blog post topics based on what your target audience is searching
  • What topics should you create Reels on
  • Give ideas for theme days in the office
  • Come up with clever copy for asking for referrals
  • Have it rewrite emails for me in new and exciting ways  
  • Come up with ideas for newsletters 

AI can enhance the efficiency and effectiveness of your marketing efforts. Be sure to give it prompts by telling it your profession, target audience, and preferred tone. 

Wrap-Up

Testing your marketing campaign doesn’t have to be rocket science. With clear goals, A/B testing, multi-channel tracking, feedback, data analysis, competitor insights, a commitment to improvement, and the help of AI, you’ll have a campaign that connects with patients and boosts your practice. Happy marketing!

About the Author

Dr. Miles Bodzin, Founder & CEO of Cash Practice® Systems. In his senior year of Electrical Engineering college, he made a life-changing career move to pursue becoming a doctor of chiropractic. Although he struggled during his first few years in practice due to the heavy managed care environment, he applied his engineering background to develop numerous successful business systems and a software platform for running a very successful cash-based practice.

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