Chiropractic Economics Blog

Whenever we ask readers “What kinds of articles interest you most?” the most common answer is “marketing.” I’m sure that most people would like to read an article that gives them a “magic bullet” — the sure-fire thing that would guarantee a flood of patients through their doors.

Magic bullets, unfortunately, do not exist. Marketing professionals themselves search for amagic bullet to make every campaign successful, and they have never found one. Although they don’t always agree on the specifics of how to market successfully, they do agree on one thing: Whatever your campaign, you need to be consistent. Marketing is a process; it is not a one-time activity.

I would add another ingredient — you need to be persistent. Persistency can pay off.

Consider, for instance, the one type of marketing practice-management consultants invariably recommend — sending press releases. The goal of a press release is twofold: If the press release is published, it gets your name in front of readers. And even if it does not get published, it gets your name in front of editors who are always looking for expert sources. That’s important, because it’s always better to be asked for your opinion as an expert than it is to be perceived as self-promoting.

Press releases work; but you have to be persistent. Sending one press release every six months will not cause an editor to think about you when he or she needs an expert resource.

I get press releases from all types of sources daily. About twice a week, I receive an e-mailed press release from a practice in North Carolina. About twice a week — not twice a year. The subject line always says, “News release: xxx clinic announces …” or “News release: xxx clinic hosts …” The PR agency that handles this clinic’s public relations always finds something to announce, whether it is the addition of a staff member, a charity event, or a seminar one of the doctors is conducting for patients.

The fact that I am writing about this clinic proves the point about persistence. I “bit” and visited the Web site. It is excellent — content for everyone, and interactivity — even an active blog. I would bet that the editors of the local media are familiar with the doctors in this practice and would call upon them for expert opinions.

The clinic? Check it out for yourself. It is www.carolinachirowellness.com.

So you see, persistence counts.

Until next time,