5 Marketing Tips for Chiropractors Branching Into the Corporate Market

The most efficient and cost effective way to attract specific clients is to target one specific group of people, a “target market”.

Targeting a chiropractic market
Some of us have consciously chosen to target a market, some of us have had one fall into our lap – perhaps you happen to have friends in the personal training industry that refer clients to you regularly and you’ve become known as a good resource for their client’s type of injuries. You stumbled into this niche accidentally, which is terrific. Many practitioners wish a profitable niche would fall into their lap. If this hasn’t happened to your practice, and you’ve been investigating profitable niches where you can truly help people, there is one relatively untapped market you may not have tried yet.

Chiropractors and working with corporations
Most corporations have health coverage, have groups of people that are prone to experience similar injuries, are likely to refer others like them that they know, and the work you do with them can be both highly rewarding and profitable. Marketing to corporations can be easy because there are many of the same type of person in one place. You key is to get inside that place!

Corporate Clients
How can you easily tap into the corporate market? Let’s take a look at five ways to inexpensively tap into this huge and lucrative market.

1.    Offer to do a talk or “lunch and learn” for their employees.
2.    Connect with the human resources or safety director.
3.    Connect with PCP in their network. You may have to personally call and make an appointment to meet with them or find an existing patient that has a connection.
4.    Learn who they send their workman’s comp cases to. Form a relationship and see if your services can complement each other. Be sure to refer clients to them – a relationship is a two-way street.
5.    What types of injuries does this company experience? Does everyone sit at a computer all day? Can you tie in a day of 10 minute massages for the administrative assistants on secretary appreciation day? Offer your services in bulk packages for senior level executives to purchase as gifts.

Targeting large to medium size companies in your area can be a huge source of steady income. The keys are to discover their needs (what injuries do they experience repeatedly), connect with both upper management and the employees to generate interest and referrals, and discover ways to co-implement a program for health and safety within the company.

When talking with the senior level executives, remember to discuss what they are concerned about – money. How can having your services as a recommended resource save them money? By decreasing their workman’s comp claims? Reducing missed days of work? Improving employee morale?

Do as much research about the company as you can before asking to meet with anyone, and be sure to put their needs before your own.

About the author

Founder of A Marketing Connection and The Copywriting Institute, Kelly Robbins, MA, is an award winning author, copywriter and healthcare marketing coach/consultant. Kelly is a blogger for both ChiroEco and MassageMagazine and is the author of Marketing 101: Why Successful Alternative Healthcare Practitioners Specialize as well as co-author of The Practice Evolution Success Kit. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, “5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits” at www.AMarketingConnection.com or 303-460-0285.

Posted in General, marketing, perfect patients, Targeted Marketing