I love when chiropractors market themselves and market themselves well. The sad truth though is that a lot of chiropractic marketing sucks. I am going to do my best with a series of blog posts to correct some of these issues facing our profession. We should be seeing 80% of the population not 8%, and our marketing efforts, if we market at all, are a part of the reason chiropractic is so under-utilized. Today I want to tackle the worst marketing mistake I have seen chiropractors make yet: throwing each other under the bus.
We should be seeing 80% of the population not 8%, and our marketing efforts, if we market at all, are a part of the reason chiropractic is so under-utilized. Today I want to tackle the worst marketing mistake I have seen chiropractors make yet: throwing each other under the bus.
I stumbled upon this website the other day after discussing a topic with a chiropractor online. He had a “blog”, which was just prewritten articles from a company called chiro-trust.org. It wasn’t actually his own content even though he tried to make it look like it was. (As a blogger I could write 1,000 words about that alone, but I digress.)
The articles are very nicely and professionally done. I don’t have a problem with the blog posts, what I have a problem with is their “About us” page and their “chiro-trust membership pledge.”
This is straight from their “About Us” page: Chiro-trust members are Doctors of Chiropractic dedicated to providing conservative, mainstream care to patients without sales pressure, unnecessary therapies, or excessive costs.
This is the membership pledge: “To the best of my ability I agree to provide my patients convenient, affordable, and mainstream Chiropractic care. I will not use unnecessary treatment plans and/or therapies.”
I actually have several beefs with this part of the website:
- What is mainstream chiropractic care? This profession has some many different techniques who gets to decide which ones are mainstream? The fine folks at Chiro-trust?
- No sales pressure? Does this mean that all the other chiropractors that aren’t members are pushy salesmen? Just having this as part of the “about us” implies to the public at large that sleazy sales tactics are a major problem in this profession.
- What are considered unnecessary therapies, costs, or treatment plans? Who determines this? Again even mentioning it on a public website, a website built for the lay population, infers that our profession is rife with these problems.
Are there chiropractors using high-pressure sales tactics to sell $7000 prepaid 3x/week for 6 months “care packages.” Of course, there are, BUT THAT’S NOT THE MAJORITY OF THE PROFESSION!
So please stop throwing my beloved profession under the bus due to your own insecurities. Practice how you want but don’t try to make other chiropractors who are honest and aren’t one and done shops look bad. Instead market yourself like this: Fast, Affordable Pain Relief.
See how easy that was, and I didn’t throw anyone under the proverbial bus.