Advertising often works best when you use various forms of media together

The average American consumer is exposed to more than 3,000 advertising messages per day.¹ With so much advertising competing for attention, how will you make sure your message stands out from the crowd? What are you doing to ensure that someone sees your ad, hears your message, and takes action? It’s up to you to take charge of your advertisements, and there are some important principles to consider before placing your next ad.

Everyone wants the same thing: to get noticed. This leads to more patients and sales.

Companies of all sizes are trying to reinvent themselves in terms of how they connect with customers and prospects. Advertising is just one component of a marketing strategy designed to drive business. Advertising for health-related services (such as chiropractic) can be even more frustrating than that of typical companies, because the consumer may not need the service when he or she is exposed to the marketing message. Therefore, the intent of many marketing campaigns in health care is to build and maintain awareness in the mind of the consumer until he or she needs the service being offered. You will have to work extra hard to make an ad that is memorable so that the consumer will remember you when he or she needs help from chiropractic.

Combine Methods
A research project called “A Day in the Life: An Ethnographic Study of Media Consumption” tracked the real-time media use of 350 people. What was discovered can unlock the advertising key for your practice if applied correctly. The research showed that consumers often use the Internet at the same time they are watching television or listening to the radio. This research proves that the Web is a powerful tool for increasing the power of ads in other media.²

This study found that “the Web increased the reach of television by a remarkable 51% in the morning, 39% in the middle of the day, and 42% in the afternoon.” So if you place an ad designed to air on television that sends consumers to your Web site to take advantage of a sale or special promotion, they are more likely to do this because they are using both forms of media at the same time.

“Based on our real-world observations, it is clear that consumers are consistently online even while they're watching TV or listening to the radio. This unique attribute of Web usage means that advertising messages receive a dramatic boost when online is part of the buy,” Pam Horan, president of the Online Publishers Association, was quoted as saying in the study.

So if you have a Web site for your practice, try to incorporate it into your ads. Driving consumers and potential patients to your Web site can only improve the chances that they will remember you when they need chiropractic care. It’s going that extra step that will give you the most return on investment for your advertising budget.

Target Your Message
It is better to send out a message to 10 people who are listening than to 100 people who are not. This sounds simple enough, but it can get tricky to know which audience you are reaching with each ad. Knowing your audience is a critical part of putting together an ad. For example, if you have a practice that does a lot of work with sports injuries, you know that placing an ad in a running magazine or setting up a booth at a 5K race will get your name in front of more athletes who could use your services than if you just placed an ad in a regular newspaper. More people might read the newspaper, but you know those athletes reading the running magazine could benefit from your specific knowledge about sports injuries. So you are more likely to get a much bigger return on investment from the running magazine. So remember that targeting your message—if at all possible—is a great way to make sure your message is being received by those who will use your services soon.

You may also find that targeted messages save you a lot of money. For instance, if you place a television ad that airs at 2 am, its price is probably a lot cheaper than if it aired during the evening news. But you can use that to your advantage and have that ad focus on those who have trouble sleeping and how your chiropractic practice could help them get the sleep they really want. Try to find creative ways to target your audience, and you’ll be surprised at how quickly you see results. Pregnancy magazines are the perfect place to place an ad about how your practice can relieve tension or pain for the mom-to-be and help her during her pregnancy. Contact local hospitals or women’s groups to see if you can speak to a Lamaze class where women could use chiropractic to help with their body changes.

Know Who Consumers Trust
Most successful chiropractors know that referrals are not only one of the best ways to grow a practice, but they are also extremely cost effective and help to develop the overall brand of the practice. And how are referrals generated? One of the most popular ways is by satisfied people talking to other people. Isn’t that always the best form of advertising? Consumers tend to trust the word of other consumers more than they trust that of companies when considering a product or service. One way to take this concept to the next level is to use various online resources. You can actually have your patients go to work for you by talking about you and your practice using blogs, message boards, forums, and chat services.

Word of mouth travels fast, and people are more likely to tell others about a bad experience than rave about a good one. So ask your patients how they are feeling during the exam, and get plenty of feedback about what you could do to make their visit better. Common courtesy can extend further than any ad you place. If patients feel well received and taken care of, they will enjoy their chiropractic experience and be more likely to recommend your practice to friends.

Standing out from the crowd isn’t easy, but if you apply these principles you will be surprised at how much your advertising will improve. Knowing where to spend your money and how to plan your message are important components in a successful ad strategy. Be aware of your audience when making advertising decisions, and follow these guidelines to watch your practice grow.

Mark N. Charrette, DC, is a 1980 summa cum laude graduate of Palmer College of Chiropractic. He has lectured extensively on spinal and extremity adjusting throughout the United States, Europe, the Far East, and Australia. Charrette received a bachelor’s degree from Illinois State University (summa cum laude) in 1976, where he was an NCAA All-American in 1974.

References
1. Freedman DH. The future of advertising is here. Available at: www.inc.com/magazine/20050801/future-of-advertising.html. Accessed September 11, 2006 .

2. Online Publishers Association press release: Online Publishers Association Media Usage Study shows that the Web now rivals TV in reach and extends the impact of all media. Available at: www.online-publishers.org/?pg=press&dt=060606. Accessed September 11, 2006.