When developing a marketing strategy for your chiropractic practice, it is essential that you never lose sight of that which matters most: your patients.
The journey that your patients go on as they transition from “lead” to “customer” should dictate a lot of the decisions you make on a day-to-day basis, including everything you’re doing with your marketing. Therefore, if you want to uncover customer insights and apply them to your chiropractic marketing strategy, there are a few key things you’ll need to keep in mind for the best results.
What are Customer Insights? Customer Journey Insights for Chiropractors
At its core, the term “customer insight” refers to the ways in which businesses not only obtain customer data but interpret it. It’s a tactic that takes things like customer behavior and feedback into careful consideration, all of which generates the insight needed to improve not just the services that you offer at your practice, but your larger chiropractic marketing strategy as well.
If yours is a practice that is made up of predominantly younger patients under the age of 40, for example, you would obviously take a very different approach to market to them than if most of your patients were over the age of 70. The same is true of a practice where the majority of patients have completed their higher education versus one where the majority only have a high school diploma.
None of this is to say that one group is “good” or “bad” – far from it. It’s just that if you were trying to resonate with a 35-year-old college graduate, you would use different language and techniques than you would a 65-year-old individual who graduated from high school and went right into the labor force.
Customer insights – particularly those based on behavior and feedback – are also a great way to improve both your marketing and your practice as a whole. If you know what the majority of your patients like and don’t like, you’re in a better position to skew towards that which they’re telling you they want.
In essence, customer insights are a way to use objective data to make the best and most informed decisions that you can.
Why are Customer Insights Important?
There’s an old saying that reminds us that success in terms of marketing is all about “getting the right message in front of the right person at exactly the right time.” However, the only way to truly know whether you’re broadcasting “the right message” is to make sure you understand who “the right person” really is. That, in essence, is why customer insights are so important.
Customer insights help you learn more about the people who make up your “ideal patient” as a chiropractic professional. This in turn helps give you insight into what type of content to create to resonate with these people as much as possible. This is how you take prospective patients and turn them into loyal, repeat patients as effectively as you can.
Not only that, but chiropractic marketing – much like your practice itself – is all about continuous improvement. The moment that you think you’ve “done enough” to develop an effective marketing strategy is the moment you’ve lost your way. Being proactive and paying attention to customer insights over the long term is how you figure out which elements of your strategy are working and, more importantly, which ones aren’t. This allows you to focus more of your energy (and your marketing budget) on those tactics that make up the former while getting rid of the latter as soon as you can.
How to Gather Customer Insights
Thanks to the Internet and the fast-paced world that we’re living in, customer insights can come from anywhere. The key is to pay attention to multiple sources so that you can see those common threads that will help you optimize the customer journey for your chiropractic practice as much as possible.
Just a few of those sources include but are not limited to the following:
Your Online Reviews
Whether you’re talking about online reviews that you solicit via your own website or reviews left by patients on third party sites, this is a great way to get customer insight because opinions are coming straight from the patients themselves.
Your Competitor’s Online Reviews
Even better, always be sure to pay attention to your competitor’s reviews from all of those same places. If you see common complaints crop up time and again, make sure that you’re not making them yourself. Use this as an opportunity to learn from the mistakes that your competitors are making.
Website analytics is a great way to gain customer insights because they help shed light on the return on investment of your chiropractic marketing efforts. If the majority of your website traffic is coming from social media sites like Facebook and TikTok and not so much from the ads you’re paying for on sites like Google, you know that your Google Ad campaign has a problem that needs to be addressed.
If you want to get the opinion of real patients, don’t be afraid to come right out and ask them by way of a survey. Solicit their honest opinion and see what you can learn from the responses they leave.
Customer Interviews and/or Testimonials
Customer interviews and testimonials are a tried-but-true marketing technique that works great for many industries, especially those intimate ones like healthcare and chiropractic practices. If you know that you have a satisfied patient, ask them to tell their story in their own words. As a bonus, you can then put those testimonials up on your chiropractic website (with the permission of the patient, of course) so that others can see exactly what type of impact your services actually made.
Social media is great because you can sit back and pay attention to the types of conversations that people are already having without expressly participating in them. Even doing something as simple as searching the name of your practice on Twitter or Facebook can be invaluable because you get to see someone’s real, honest opinion of what you’re doing when they assume that you’re never going to see it.
Industry Groups and/or Communities
Finally, you have the various industry groups and chiropractic communities that exist both online and in your local area. These are great resources for like-minded professionals to get together and share insights into their patients. This is an invaluable chance to not only get advice from others in the field but to offer some advice of your own – thus establishing yourself as an authority and someone to be trusted at the same time.
Request a Demo of Our Business Intelligence Marketing Software
In the end, going through the process of both A) understanding the unique journey that your customers are going on before making a purchase, and B) applying the insights you learn to make the process as effective as possible represents a significant time commitment. This level of marketing can quickly become a full-time job, which is an issue since you already have one of those taking up a great deal of your time as a chiropractic professional.
That’s why we’ve designed an innovative business intelligence marketing platform that makes it easy not only to gather these insights into the customer journey but to put them to good use as quickly as possible.
With our platform, you can obtain customer insights from all sources – from online search behavior to emails to social media and beyond – and sync all of this to one single platform. You can now spend less time looking for information and more time acting on it.
This also gives you an opportunity to monitor your online reputation (and that of your competitors) in one place. If people are singing your praises, you’ll know about it. If there are common issues that crop up over and over again, rest assured you’ll know that as well. It also makes it easy to see words that are commonly found in your reviews.
Our platform also allows you to view website traffic and analytics, all via a solution that integrates with Google Analytics as well. Additionally, you can manage customer communications from one centralized inbox that also offers text messages, email, and more. Now, when someone has a question or a concern, they don’t have to get bounced around from person to person in your chiropractic office until they find “the right person.” Because all information is stored in one easy-to-use location, everyone becomes “the right person” at all times.
For a chiropractic practice, being able to take action from the same platform is critical when it comes to improving the customer experience. Beyond the quality of the services you offer, that customer experience truly is your key competitive advantage. You can also use the platform to send review requests (and post replies), get more active on social media by scheduling and posting engaging content, and much more.
So if you’d like to find out more information about how to uncover customer journey insights and apply them to your chiropractic marketing strategy, or if you just want to see a demonstration of our business intelligence marketing software to confirm that it’s a good fit for your organization, please don’t delay – schedule your demo with us today.