Tuesday, May 16, 2006

Why Chiropractors Should Blog


Internet marketing is more than building a website. There is the matter of attracting site traffic. But website's are still fairly static. When a new patient walks in through your doors, he is not simply looking for quality chiropractic care, he has a bigger goal of starting a chiropractic relationship. You're not a garage door salesman. Your prospective patients want someone they can build a relationship with in the long haul. Selecting a doctor is much more complicated than selecting a plumber. Unlike other services, the prospective client not only relies on objective qualities, but also lean heavily on subjective cues and feelings. Does the prospective patient feel comfortable with you? Comfort, now can a person find comfort in you when they find your name off their health provider booklet? Why are the best new patients usually those that were referred to you from an existing patient? They've already found comfort, albeit transiently through someone they trust.

In all likelihood, your website is not doing that. It is not starting a relationship. It is a useful tool. A brochure to be scanned by anyone at anytime. But it creates the same level of bonding as a snazzy brochure. A blog on the other hand takes the first step in building a relationship. A blog is nothing more than a an open journal in cyberspace. There are far less restrictions in blogging than there are in almost all other forms of written communication. You're not restricted in using formal prose. In fact, I recommend using a more casual tone in your writings. Your whole purpose is to disseminate information and allow readers to get a sense of who you are as a doctor and as a person. Find the right balance to cement their confidence in your competence and simultaneously soothe any apprehensions with your approachability. Wipe away the mystique of just another stranger in a directory. Take the first step towards building a relationship and prospective patients will be more willing to meet you halfway.

I came across a blog today by Westside Chiropractic that aspires to do just this. It is a good clean site posted with useful health tidbits. It looks like they started this blog with a plan and purpose in mind. Building a steady blog readership requires perseverence. I will be checking in from time to time to see how they're doing. I wish them luck and hope they'll continue to post regularly. In the long run, both their business and patients will benefit from it.

2 Comments:

Blogger Dr. Susan Falk said...

Thanks for the kind remarks Les! I find blogging a great way to communicate important information not only to my patients, but to anyone who is interested. Thanks again!

7:03 PM  
Blogger Les Chui said...

Susan, I wish there more blogs like yours in the blogosphere. Let's hope that happens soon. Please keep us updated on your bloggings.

4:59 PM  

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