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Yo San University Receives $1 Million Gift
Long-time Yo San University supporter Thomas S. Blount recently gave a $1 million dollar gift to the University, it's largest charitable gift to date. Mr. Blount was a retired naval officer, aerospace consultant and philanthropist.
Born to Energize the Human Spirit: Recollections of Sig Miller
Sig Miller, longtime executive director of the Association of New Jersey Chiropractors (ANJC), passed away on Sept. 17 after a long battle with cancer.
Building Community: A New Way to Socialize Your Practice
Social Media can seem like a slippery slope when, in fact, it is fairly easy to understand. With social media platforms, you can connect with current and potential new clients, build strong customer loyalty and increase brand awareness.
Making Sense of an Increasingly Obvious Conclusion
Where's U.S. health care heading? Like it or not, the list of telltale signs is growing to a point that stands out to even the most myopic observer. Consider this list of facts as you look into the future of health care in the United States:
Diagnose Sprain Injuries in MVA Cases With Dynamic X-Rays (Pt. 1)
Am I the only person to notice hospitals are doing a seemingly insufficient job lately in their initial radiological workup of motor vehicle accident (MVA) victims?
Breech Baby: A Scientific Approach
You learned a classic cookbook style treatment strategy in college for treating breech baby presentation. I'm sure you've used it. The main ingredient: moxa at Urinary Bladder 67.
Create Community and Grow Your Practice
Many healthcare providers are fortunate to enjoy the freedom and independence of owning their own businesses. However, the constant demands can lead to a lonely and isolating experience unless you make an effort to get out of your office.
Tailor-Made Knee Pain: The Sartorius Muscle
A patient was referred to my office after receiving treatment from various providers with no results. The patient was training for the Olympics as a marathon runner and was unable to run or walk without severe medial knee pain.
F4CP Making a High-Impact Impression
The Foundation for Chiropractic Progress has released details of its 2016 strategy, certain elements of which are already in play. The strategy includes ads, posters and other resources available to all F4CP members.
Cold and Flu Season: Expanding the Repertoire
As we move into the winter months, it is important for clinicians to have a solid working knowledge of effective herbal protocols for treating and managing clinical cold and flu presentations.
Designing a Fitness Plan (Part 1)
It doesn't matter if you come to my practice for pain relief, weight loss, healthy aging or something else. The formula I talk about for each patient's fitness strategy is pretty much the same.
Targeting the Bad Apples in the Bunch
While everyone was focused on the conversion to ICD-10, the Office of Inspector General for Health and Human Services released a new report on chiropractic titled "CMS Should Use Targeted Tactics to Curb Questionable and Inappropriate Payments for Chiropractic Services."
Too Many to Remember: Tips to Revive Your Ortho / Neuro Test Skills
When I was at Palmer in the mid-1980s, we were given a set of notes in one of our diagnostic courses. The notes covered approximately 70 orthopedic and neurological tests for various regions of the body.
Pro-Con: Swaddling for Newborns
The practice of swaddling has been used for thousands of years and was popular until the 1700s, when it was slowly abandoned by many cultures that considered it old-fashioned or barbaric.
When I started to think about what I wanted to do, I toured different schools to choose where to pursue my original chiropractic education.
How to Market to the Medical Profession
The world of health care is changing dramatically. When situations occur that cause expenses to increase, it is time for you to develop strategies that maintain and grow revenue.
Detoxification Demystified and the Crucifers that Help
"Let food be your medicine and medicine be your food," is a quote often attributed to Hippocrates, a philosopher of the 5th century BC.
The 2015 Nobel Prize Shines a Spotlight on TCM Research
Traditional Chinese Medicine continues to make it's presence felt on the world stage as the 2015 Nobel Prize in Physiology or Medicine was jointly awarded to William C. Campbell and Satoshi Omura for their work on combating parasites and YouYou Tu for her discoveries in combating Malaria.
Suffering Makes Us Human
It is possible that suffering, instead of being something negative, can be one of the greatest gifts to bring out one's humanity — if we allow it to be.
The Concussion-Subluxation Complex
In the Aug. 1, 2014 issue of Dynamic Chiropractic, I reviewed some of the literature demonstrating the role of the chiropractic adjustment in post-concussive care.
Building Community: A New Way to Socialize Your Practice
Social Media can seem like a slippery slope when, in fact, it is fairly easy to understand. With social media platforms, you can connect with current and potential new clients, build strong customer loyalty and increase brand awareness. Perhaps one of the best social media benefits are those new leads that can be generated for your practice. You can increase your mailing list, gather referrals and send more traffic to your website. But, when everything seems so complicated, how do you even begin?
How It Works
I want to touch on something I've referenced in previous articles - social media management services - because there are several ways to reach a goal and companies do things differently and different isn't necessarily wrong. Like SEO services and website creation, people have preconceived definitions and expectations about what social media management is. Without communicating those levels of expectations and understanding the questions to ask, there could be levels of disappointment or frustration on both sides of the equation.
What can be scary for any business owner is that according to a Nielsen survey, people trust social media sites more than a company's website. The fact is, when visitors arrive on your website, they expect you to be biased and say nothing but great things about your products and services, as well you should. What has really been increasing since 2012, is how much people are using social media sites to search for information about your practice. As matter of fact, this survey cited that 46% of online users count on social media when making a purchase decision. If that isn't the case, then perhaps a review of your social pages may explain why.
You need active followers on those sites who actively participate by liking, tweeting, pinning, commenting and basically interacting with your page on a regular basis. However, the social sites have made various adjustments to the algorithm that manage what is seen in the news feeds. They have done this because business owners (mainly the big brands) have been overly promotional with their sharing on all social sites. Therefore, unless your tribe of followers are extremely engaged with the content you are sharing, or if you are sharing three to seven updates daily, most likely your updates will not be seen, much less have an opportunity for your tribe to take action unless you "pay to play" and purchase social media ads.
So, is it possible to organically build a tribe of followers and get leads? It is still possible, but that means you will have put in some additional effort and planning to make it happen. The good news is once you have invested in the planning and implemented a structure, the system works automatically with less time on your part. If you can see yourself investing four to eight hours a month in the process, it could be a lead generating system for your practice. That is less than 15 minutes of your day on social media, so no more excuses of how social media is a time waster or something that "takes hours" because it doesn't have to be.
Social Sales Funnel
One of the first things we have to realize is that social media platforms are rented or leased spaces. As business owners, we have very little control over who sees our message, when they see it and how it reaches users. A person can increase the odds with social media ads which have major benefits for all your marketing, not only your social media. However, the goal of every practitioner using social media should be to use social media as a lead generator. Get those members of your tribe to connect with your practice on something that you own and have complete control of like your newsletter, blog, or other offer that you control. One of the most efficient ways of doing this is to use a social sales funnel.
The idea of a social sales funnel is to continue the relationship building process beyond making the connection on social media by engaging with them with relevant and valuable content. This helps you convert more of those "tire-kickers" into happy, repeat customers with massive lifetime customer value. This process really stems from the classic marketing concept called AIDA: Attention, Interest, Desire and Action. These four elements describe how you build customer relationships and this same structure can be used for any of your offline offers.
What do you need to do to make this happen? Just a specific page of your website or landing page, an offer that is all about a topic of great interest to your customers and some type of auto-responder system like MailChimp, AWeber, or Constant Contact to name a few.
So, how do you get them from social media to this list? We need to take a step back and talk about content sharing to explain this part, so bear with me. What you will need to do is make the offer available on social media. Generally, I find pages are either too much promotion or no promotion at all. Social sites are like having one-on-one conversations. How long would you keep trying to talk to someone if all they did was talk about how wonderful their business is and why everyone needed to do business with them and kept listing all the their services all the time and never asked any questions, or shared anything else or tried to engage with you at all? You would be bored to tears and looking for a polite way to excuse yourself and run away, right? And yet, that is what some of the practice pages are like.
Also, consider this, I know there are multiple types of "mass" services out there that will post to your social media sites ranging from $0 to $200 and they vary with the number of times they will update for your practice somewhere between once a week to once a day. What you need to know about this type of strategy is that this can't be the "be all end all" to your social marketing strategy. Easing any guilt by posting one to three times a week a pretty photo or inspirational quote shouldn't be all there is to your social media. You are not utilizing it to the fullest potential and most likely not getting any new patients from it either. According to a 2015 study by Global Webindex, people have increased the amount of time they are spending on the Internet and one of the biggest reasons they attribute this increase is the total daily average spent on social media, from 1.61 hours in 2012 to 1.72 hours in 2014.
Although it may seem like some of your patients are on social media all the time, the fact is they are only spending 10 to 20 minutes multiple times a day on social media. You don't know which 20 minutes they are going to use it. Consider how far down the news feed you scroll when you use social media. If you post at 8 a.m., but your fans don't log in until their break at 10 a.m. or right before lunch or after they put the kids to bed, how likely is it they will actually see your 8 a.m. post? Now, how do you think that works if you are trying to make a connection by only sharing content one or three times a week?
Do mass social services work? Sure they do. It is better to have something on your page consistently than nothing. It is even better if the content the social media companies are sharing can be related to your product or service. Most of the content is well written and artistically created so to best get engagement. Don't limit these services to be the only social media content you are sharing.
Use the special programs that allow you to schedule your content, programs like www.hootsuite.com, www.socialoomph.com or www.Amplified.com that allow you to schedule posts multiple times a day, and weeks or months in advance if you like. What I have found for my clients is to post three times a day 7-days a week and new data is showing on Twitter that five to eight times a day actually gets more engagement. To be the most efficient, it only makes sense to use a scheduling tool or contract with someone who will do that for you.
Now, going back to the question, how do I get them from social media to my list? It means you will need to have some balance. Basically, these offer posts are promotional. So, no more than 20% of your content should be promotional. That means whether you are using the social media mass services or on your own, diligently evaluate what is being shared weekly. Using the 20% rule if you are posting 21 times a week, which means four posts a week can be promotional opportunities.
What kind of content should I be using? Post a frequently asked question and your answer. Look for article links and videos that support the benefits of your product or service that is part of your offer. When you are laser-focused with a subject or theme, it makes searching so much easier and you spend less time. So, use the social media mass services, use the scheduling tools and create a social sales funnel so you can connect, engage and convert more of your social media tribe. This is how can start socializing your practice in a whole new way.