The following fact amazes me: Many chiropractic practices do not have a Web site. In staying ahead of the curve in reporting chiropractic product trends, I do a lot of research on the Internet, and it amazes me to find that so many chiropractors do not have a Web site promoting their practice.

I've been challenging you quite a bit in the past few months to do more to market your practice. But this is something you really need to do. One of the most obvious and cost-effective marketing methods that chiropractors aren't using enough is to create a Web site for their practice. It's such a great way to sell yourself, your practice, and your chiropractic philosophy.

With that in mind, I have an assignment for you. Go to our Resources page and scroll down to the "Cool Chiropractic Web Sites" section. Check out at least one of the chiropractor Web sites listed there. These are some good examples of how you can market yourself inexpensively.

One of the greatest benefits of having a Web site for your practice is the ability to place patient forms on your site. It's much more efficient to have patients fill out forms on their own time, instead of a new patient showing up for a 2 pm appointment and then filling out forms for 10 minutes. It will greatly improve the patient flow in your office. Please be aware, however, of any HIPAA issues in having patients fill out forms online. Make sure your state does not have laws prohibiting patients from filling out forms online. You should make sure your site is secure, and companies such as VeriSign can certify your site as secure.

When you go to the Cool Chiropractic Web sites section of our site, check out the site of John Y. Lee, DC. Lee's site has a new-patient area where patients can fill out forms before visiting the office. But it also has great patient-education value with a 3-D Spine Simulator section that educates patients on the different areas of the spine. You don't even have to include moving pictures and music like Lee has on his site. But you should at least create a basic Web site to take advantage of this great marketing tool. Lee says that upgrading his Web site has increased his business to the point where the majority of his new patients now come from them seeing his Web site.

A Web site is the perfect tool to promote the benefits of any products you might sell at your practice. Lee's site has a great product section. A Web site is also a great way to promote specific areas of your practice that you might want to emphasize. For example, Lee's site has a detailed section on automobile injuries.

Several companies out there create Web sites specifically for chiropractors. Chiropractice Marketing Solutions (www.bestchiropracticwebsite.com) and ChiroMatrix (www.chiromatrix.com) are two companies that specialize in this area.

One reason I feel strongly about this topic is that our publication has seen the benefits of an expanded Web presence. Over the past year, additions to our Web site have included an Expert Insight section, a daily news section, a Web poll, and more recently, a calendar section where you can read about upcoming events and even add your own event to be included on the calendar.

The younger generation of prospective patients is now getting more information from the Web. Don't be left behind. Take advantage of this great marketing tool and get a Web presence as soon as you can.

Daryl Lubinsky