Chiropractic Marketing: Is This Part Of Your Chiropractic Marketing?

“Nothing Can Stop A Trane”… That’s what I read this morning on
the side
of a big white truck, as I was pulling out of the health club parking
lot.

“What the heck does that mean”, I thought to myself. “What are
they
selling?” Luckily, I was able to catch a glimpse of the company
name also
on the side of truck… “Tod’s Air Conditioning”

As the truck pulled out in front of me, I sat there for a few minutes
thinking, “Hmmmm, maybe Trane is the type of air conditioner they
install.
Maybe it’s the certification company behind their staff. Maybe it’s
the
tools or machine they use to fix people’s air conditioner. Or, maybe
it’s
the name of their parent company or something.” It wasn’t until
many hours
later that I found out what they meant by “Trane”, when… like the
computer nerd I am… I went online and Google’d it.

Fact of the matter is, how many people who see that truck, do you
think
actually take the time to find out what their tagline means by going
online
and doing some research? What do you think… uhhh…. maybe…
NONE! (With
the exception of the token person like me who has an insane
passion for
marketing.)

So, what’s that mean exactly to the company with the tagline?
Well,that
unless someone’s an air conditioning insider, they’re not going to
have a
clue what that tagline is supposed to mean to them, so the
company’s hard-
earned advertising dollars are completely wasted.

It’s a mistake soooo many companies and professionals make in
their
marketing, chiropractors included. They make the mistake of trying
to be
cute in their chiropractic marketing instead of trying to be
compelling.

Rule #1 with your chiropractic marketing: It’s better to be
compelling and
benefit-driven than it is just to be cute simply for cuteness sake.
Personally, I think this idea of crafting a memorable tagline has it’s
roots in the brand advertising approach of many of the Fortune
500
companies.

Therapists see the way lots of big companies have these neat little
cutesy
taglines, and they follow in their footsteps with the creation of a
similar-style tagline for their practice.

Unfortunately, what most chiropractors don’t understand is that
those big
Fortune 500 companies have a different aim and objective with
their
advertising than that of the typical chiropractor.

While the average chiropractor wants a response from their
chiropractic
marketing (i.e. new patients), the big companies are using these
taglines
in their advertising, NOT because they want response, but
because they’re
after brand recognition.

Funny thing is, most of the time, marketing research shows that
even though
we remember lots of taglines, we don’t always remember the
company who it
belongs to. Not only that, but, in many marketing studies, results
show
that even on the occasion that we do remember the company the
tagline
belongs to, we don’t necessairly purchase any of their products or
services, and certainly not MORE products or services because of
the
tagline.

So, when using a cute, memorable tagline, companies may get
some additional
“recognition”, but they don’t necessarily generate additional
customers or
sales. Meanwhile, that’s the entire point of your chiropractic
marketing:
to get new patients. Period.

Everything you include in your chiropractic marketing, should
increase the
response you’re aiming for (i.e. generate you more leads, more
new
chiropractic patients, more referrals, etc.). So, how do you do that
with
your tagline, if you’re using one?

Well, for one, don’t try to come up with a tagline that people will
remember. Instead, come up with a tagline for your practice that
conveys a
big promise and desired benefit to your target market. In other
words, if
you’re going to use a tagline, use a tagline that states the big
unique
benefit prospective patients are going to get with you that they
won’t from
any other chiropractor.

Give prospective patients a powerful reason, in your tagline, to
choose
your chiropractic practice for their care. Be crystal clear in what
patients get with you that they don’t elsewhere.

When in doubt, say it like it is. Again, it’s always better to be clear
and
concise, than it is to try and be cute, and lose the clarity of your
chiropractic marketing message. Always remember, your goal when
using a
tagline is to make chiropractic WITH YOU more enticing, more
interesting,
more beneficial, and more unique.

Returning, quickly, to our earlier example, here are three ways the
air
conditioning company could have improved significantly on their
“Nothing
Stops A Trane” tagline:

“The Only Air Conditioning Unit You Never Have To Worry About”
“An Air
Conditioning Unit Designed To Continually Give You Cool Air While
Conserving Your Home’s Energy!”

“The Only Air Conditioning Unit From One Of Fortune Magazines
List Of Most
Admired Companies” Now, think about how you can improve on
your
chiropractic practice’s tagline.