Fatrank Podcast

Kasra Dash:
So if I have a chiropractor business and I want to get a consistent flow of inquiries, new patients for my actual practice, what would you recommend when it comes to growing a business like that?

James Dooley:
So from a chiropractor point of view to grow a business, I would start off by looking at local SEO. One of the first things I'd be wanting to do is make certain that I've got a Google Business Profile set up for where the office and where the clinic is based and I'd be making certain that I do everything possible to, any happy client as they're leaving, you're asking them to leave you a Google review. That Google review, the minute they start showing up for searching your brand or chiropractor in London, chiropractor in Manchester, chiropractor in New York, doesn't matter. Wherever you're based, when you start to type that in, a Google Map listing will start to show up like the Google Map Pack would start to show up and you want to be able to get to the top of that map pack. Generally speaking, the company that's got the most five star reviews stands the best chance of being ranking in position number one. So locally I would be looking to try to get as many reviews as possible and get that Google Business Profile.

The second big one that I'd touch upon straight away would be teaming up with a lead generation company. So over at fatrank.com they supply quite a lot of chiropractic leads. You do need to qualify, you do need to make certain that you've got someone that's able to, once the lead comes in, that you're able to respond to that lead in a very quick time because what you find in this industry is someone might go and fill in a form for your chiropractor company and then they might go and fill it in for two or three others. Generally speaking, the first one they speak to, they're all relatively similar on price, the first one to speak to normally gets the job. So you want to be making certain that if you're a chiropractor company, you have got somebody. It could be a receptionist, an office manager, an office admin, could even be a virtual assistant, but someone who, when they fill in the form and a lead comes through to you, you are responding as soon as possible. Literally if I run my own chiropractor company, I would be saying I'd want a response KPI in under a minute. That is very hard to stick to. You could say under five minutes, but I would try to have it as low as possible to try to make certain I'm getting the best bang for my buck and converting a lead into an order and obviously making more profit.

There are plenty of different other lead generation companies out there. Don't throw all your eggs in one basket. Try and head over to fatrank.com and see whether you qualify, join the waitlist and see whether that can help.

Kasra Dash:
What's your thoughts on PPC for chiropractors? From my experience, I have heard that it is really high to actually do PPC, so it can be very expensive, especially if you don't know what you're doing. So I think if you are going to go down the PPC route, try and vet out some good PPC agencies. We’ll have links down below, so if you guys do want to go down that route, fill in the form and we can recommend based off where you are and what services you actually offer. But PPC I personally wouldn't recommend. I just don't think you're going to get the best ROI doing that. I think local SEO is a much safer route, doing your Google Business Profile, that's also going to help. Doing the rank and rent stuff at FatRank, that will definitely help.

One thing that I would probably recommend is Facebook ads. Doing some retargeting and stuff. What people need to understand is not every single visitor turns into an actual paying client. So say for example if you get 100 people visiting your website in month one and let's say 30 of them end up turning into patients, there’s 70 people that never actually ended up converting. So we need to essentially get seen by those people again and a good way of doing that is Facebook retargeting. So the next time they actually load up Facebook or Instagram, an ad is displayed to them. That's a much safer strategy.

Another route you can also go down is YouTube. I don't know if you've seen any of the chiropractor shorts and stuff where they've got the actual patient and they're cracking their back and stuff. Doing videos like that can definitely help. They get millions of views. Not all millions of views will turn into patients, but you will get some form of client out of that.

James Dooley:
I think a big one with that is you've got to remember this industry isn't really just driven by search and click. So what I mean by that is you might not yet go out of your way going, oh I need to go and search for a chiropractor in Manchester. What you might be doing is you might be on Facebook or on YouTube and you might watch a video that’s just popped up on your timeline. You might type something in like lower back pain. You don't know what your problem is and you're being told it could be X, Y or Z. You might not know whether you need a physio, an osteopath or a chiropractor. So when you start digging deeper and you’re presented with a video telling you that based on your problem you should book a chiropractor, that’s when it works. That’s when disruptive marketing works. You're touching on pain points they already have.

From there you could say look, we've got a 50% discount for your first session, come and visit us in our Manchester branch or our London branch or wherever you're based. They come, get treated, feel better and book another session.

Facebook ads, Twitter ads, YouTube ads and everything organically all help. Being omnipresent is the key to growing a chiropractor business.

Kasra Dash:
What do you think of traditional marketing?

James Dooley:
It might work but you can't track it. You don't know how many people have seen a billboard or how many visited from a TV ad. It’s untrackable. With the digital era, Facebook ads, Twitter and YouTube will drive more sales.

I think other ways would be networking events as well. Not to find clients, more to team up with osteopaths and physios. There are certain things that a physio might not be able to do that a chiro needs to do and then you can start getting referrals from physios instead of thinking they are a competitor. Actually they could be someone referring you through. Even with other chiropractors. If you go and team up with a chiropractor that might be 50 miles away from where you are, you're both covering a different demographic and a different area. If then the stuff that is not quite within their demographic, it could end up then saying okay, we'll refer you here and then they could refer you the other company back business.

Networking with other chiropractors is another potential big one. But for me if you're looking to grow a chiropractor business the main two I would be looking at is teaming up with a quality lead generation company like fatrank.com, maybe try one or two other lead generation companies as well, and then social media. Be seen everywhere. Get some amazing videos of what you've done and go and get yourself a lot of case studies and testimonials out everywhere so you are omnipresent. When you're omnipresent you will certainly be able to grow your chiropractor business.