Empowering Women in Chiropractic - Marketing with Intention

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Hello and welcome to the show, Empowering Women in Chiropractic. I'm Dr. Nathalie Beauchamp. And thanks to ChiroSecure for bringing those shows because as chiropractors, it's always good to share with others and learn from others as well. And today we're gonna talk about marketing. I've been in practice going on through 30 years now.

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Next year I believe. Yes. And I've done so many marketing calendars and obviously throughout the years changing things around and so forth. So I'm about to do my own marketing calendar for my own clinic. 'cause I'm still in practice with my associate. So I thought, okay, let's put something together to stimulate some ideas.

So let's put the ne the first slide please. So we're gonna talk about marketing with intention because as I just mentioned throughout the years, our practice style may change. We might be at a different time in our lives and so forth that you might not be in full-time practice and you might have other practitioner, but at the end of the day, you really want to align your marketing.

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So it goes with the vision that you have for the clinic and also for in term of capacity. So I think it's important that to have a marketing calendar because I find the years that I did not plan then you're reactive, you're thinking, let's look at the numbers and so forth and the stats, and then you're thinking, oh, we need to do this, we need to do that.

So I find that when you have a plan, at least for the whole year, and then. In, in big picture kind of thing. And then each quarter ahead of time, then you know where you are going aligning your marketing with your practice goals. Obviously, and that's why looking at promotions and, I used to call them the big events or the big fish in the practice, meaning that two or three times a year we would do something that's.

More bigger in size and involvement and so forth. It also helps to create the mental space and reduce the last minute chaos. Because again, let's face it, if we're reactive, and that goes for everything in life and not just a chiropractic practice but any business that if we're reactive, sometime we might make choices that maybe are not going to be a really great.

Return on our energy and our investment as well. I'm a big fan of the things that we can touch. As much as I love technology as lo, as much as I use Google Calendar, and I'm a big proponent of online tools. And, using mind map and so forth. But sometime, especially when you're brainstorming with your team for ideas, I really like still the big giant sticky notes.

And also the smaller sticky notes to have ideas and then flush things out. When you start always a good thing to block out your priorities. If you know that you want to travel for family vacation or even conferences. Or set some times for team training. And obviously if there's more than you and the office, you need to take the other people into consideration holidays and all of that stuff.

So it's backtracking and sitting back and looking at the dates of the holidays and then again the events that you might organize in clinic or outside of the clinic. I always look at my marketing. Internally and externally. And when I start with the marketing calendar, I always look at external and then move on to the things that we do more in the clinic.

And again, there might be some speaking engagement that you have lined up or some community activities. So setting your anchors and the things that you do on a yearly basis, who which has produced for you. It's always a good thing. So create quarterly theme to focus on your energy. I know in the past I would have kind of a monthly theme calendar, January would be reset and potentially headaches and February would be something else.

Now I'm looking at it a little bit more big picture. So Q1 is January, so it's reset. People have. Potentially a bit stressed out with the holidays. So reset and renewal is a good theme. Growth and community for Q2. Spinal awareness and posture and mobility for quarter three. Looking at energy immunity, people are back to school and so forth.

And then. Restoration and reactivation. So you could look at this quarterly, you could have a calendar that's more specific, and if you do obviously everybody's doing social media, but if you do a newsletter, if you write a blog, you can be really granular into, okay, this week we're talking about headache.

Hence the blog's gonna be on headache and our social media will be on headache. And same thing with marketing, with Facebook and Google Ads and so forth. Like you can be specific into creating things that are focusing on a specific topic. As I mentioned earlier, there could be in your practice already, certain things that are campaign related.

I know twice a year we do a patient appreciation day, but it could be an entire week. We also have educational campaigns with some of the books that I've written to really keep our patient engaged. There's always spinal help month or spinal awareness. Month. Another thing that we do in our practice too is the holiday gift card.

Not so much just into gift certificate that patient per purchase, but I do give my patient a Christmas card that they can pass on to someone for a referral. I, we call it the gift of health and obviously posture and awareness. Week as well, because I think posture is a great way to educate people.

I know we might think, other profession may have posture, but it's still a great way for us to educate our patient because my goodness, everybody is hunched over either on the computer, on their phone, and more and more people are aware of the impact that it has. On their posture and their overall health and wellbeing.

And everybody's a little bit vain and don't want to be looking all hunched over. So map out the monthly content in term of buckets if you want to look at it that way. Week one can be educational. Reels, blog posts, as I mentioned, week two could be patient story or testimonial. I know that different location in the world or different states will have different rules and regulation when it comes to testimonials, you can keep it pretty generic as well.

And just explain a case study. I think people always like to see that. And you don't have to name names. Week three could be, highlighting a specific service in your practice, or another practitioner or a product. And week four could be behind the scene team and lifestyle content.

And, in past years we have lightened up our social media a little bit to be short and fun so our patients and people in the community can get to know us. There are still great value. To be delivered, but I think to make social media playful and fun for people to get to know your team and obviously tools I mentioned mind maps we use Trello quite a bit and obviously Canva for the social media that we use in our office.

Then as I mentioned, mixing the internal and external, but also mixing the online versus the online strategy. I'm still a big fan of doing webinars that are specific topics like stress or inflammation. Or detox in the clinic. So I'll put in a poster, use a QR code, drive people to register, promote it in our newsletter for people to sign up.

And also mentioning in the email that they can forward it to their friends and family if they think this topic will be of interest to them. And also all about repurposing the online content to integrate in your practice and vice. Versa. As I said, if you go really granular with your calendar, you can truly have a theme and have actions that need to be taken to really leverage every different topic that you choose to do.

And here some ideas. Some stuff has fluctuated throughout the years of what used to be popular and so forth, but I find that eBooks or checklists are still pretty popular. I've mentioned the webinar. I also use quizzes, health quizzes. People like to know where they are at. They don't have to be too complicated.

And throughout the years too, I've done a actually a seven day challenge to engage people in the practice. And again, it just gives you something in the practice to talk about and say to patient, Hey, have you signed up for our seven day challenge or five days? And really create some engagement.

And deliver value to your patient and also people in the community. So if you go to event, you could have a sign with your QR code and you can make it that it starts on a specific date, or you can make it that it is an evergreen kind of challenge. So all those things are all about, getting people's attention to let them know that you are in your community and building your list as well. So using the framework of promoting it to educate your patient. And then, as I mentioned, depending on what you can or cannot do, sharing either testimonials or potentially case study on a specific situation.

And if you have a set promotion, creating a sense. Of urgency that it is for when, if you're doing an event or if you are doing a campaign. So there's, a pattern and a blueprint to follow with that quarterly review and energy check-in. So I think it's important like any other business that you look at the results.

And I know sometime with social media, let's say you're go doing a Facebook ad or, google ads and you have different marketing strategies. It's hard to measure. Especially online because we do ask patient who referred you and if it's someone then that's pretty easy. But if they say online, what do you mean online?

And you can't really grill the person to figure out exactly. But there are some ways. With forms especially with Facebook that you can track. So the more you can measure, the more you can look at your time and effort and what is giving you a good return on your time and energy and money as well.

And then what can be. Simplify, automated or delegate to someone else. Because at the end of the day, we wanna focus on our patients. We wanna focus on being a chiropractor. So the more you can automate all your processes, then you know, you can just sit back every quarter, look at the return on.

That whatever strategy in-house or internally or externally. And then you can figure out if it is a strategy that is worth reviewing. And on that note now having an associate in the practice we've had him for. Six months now and sitting down with him when he first started going over his marketing strategy, it's interesting to see that the tools that I use 29, 30 years ago have.

Come back full circle because I think a lot of stuff can be done online and you can deliver a lot of value to people online through the different platforms. But I think now people are really craving meeting, meeting us, meeting the person, having a conversation. So the things that I shied away.

From either a health show or a woman show or something like that, or a mall screening, they can be very successful. Again, I believe because people are missing that connection. We're in a world that is. Almost all virtual. So you really stand out now if you're doing things that are in person and building that relationship and that trust, I think, can go a long way.

So I think you, in the recap here, we have to remind ourself that our marketing has to be congruent with our values. In our goals and also obviously legally with the confined or the. The restriction of what we can do in term of marketing, and we have to plan ahead so we're not reactive and it's not last minute and chaotic.

But that said, I think you should have your pillars and then you should have. Things that you can sprinkle all the way through your year that if your marketing is lagging in a certain section, you can ramp it up in another one. Marketing is a, is almost a moving target, trying to figure out the strategies that will give you a good return, as I said, on your time and your energy.

So if you have any question far away, I always love to talk to other chiropractor [email protected] on specifically this show or any show. Because I always like to share with other chiropractors, and as I mentioned. To learn from other chiropractors because we all have different practice and I think we can learn from one another.

So thank you so much. Hopefully that gave you idea for ideas for your marketing calendar for 2026. Gather your team, make it fun, make it an event. Carve at least a few hours, throw. Every kind of ideas. Let your team come up with ideas the creativity sometime of our team and things that maybe we didn't think about.

So make it fun and then pull the information, integrate it, and deploy your calendar. So thank you very much for tuning in. This was Dr. Nathalie Beauchamp for Empowering Women in Chiropractic. And again, thank you to ChiroSecure for putting day shows on.

Join us each week as we bring you the best in business growth, practice management, social media, marketing, networking, leadership, and lots more. If it's about women in practice and business, you'll hear it here.

This has been a ChiroSecure production.

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