Despite the huge impact the internet continues to make on consumer purchasing behavior and the growing use of email in marketing, many chiropractors still have the marketing mindset of the 1980s and 1990s– yellow page ads, spinal screenings, health fairs, postcards and so on.  They still fail to realize just how vitally important being seen online is to their business.  Chiropractors understand that it’s important to have a website these days, but it ends there.   This is a huge mistake that is costing chiropractors thousands of dollars a year, and they aren’t aware of it.

Case in point:  there was a recent thread on my chiropractic email list (several hundred members) about marketing.  One of the list members who used to be a chiropractor went to work for AT&T Yellowpages, and shared some interesting stats.  Many members chimed in that they were STILL spending money on yellow pages and most were not happy (lost money, or broke even).  One member even quoted a chiropractic journal study done in the 80s that showed dissatisfaction with yellow pages advertising among those chiropractors sampled, even way back then when there was no internet!

The ex-chiropractor member said that about 31% of consumer goods/services searches in 2008 were done through the yellow pages, and about 33% were done via the internet.  My estimate, based on my marketing efforts since 1998 is that it’s more like 20% or less on yellow pages and 70% or more via internet (search engine) search.  But maybe that’s because I’m in San Francisco, a major metropolitan region with heavy tech use among its residents.  But I doubt it.  These days you can find internet access in even the most rural areas of the U.S.

I shared my experience with the email list, saying that over 60% of my new patients found me via internet search (Google or Yahoo).  I also extended an offer to the list to share some tips that I learned over the years that helped me get the #1 Google listing for the search phrase “San Francisco chiropractor.”  Well, only a handful were interested.   That surprised me, because it is so evidently clear to me that people are using the internet to research and buy products and services, ESPECIALLY professional services like doctors, lawyers, accountants, auto mechanics, etc.  The internet has made it very convenient to research businesses and COMPARE THEM to others, in seconds.  You CANNOT do this with the yellow pages because there is only so much information a business can squeeze on a 4″ x 4″ space, whereas a website can have a hundred or more pages to help  the visitor make a decision (not that you need that many). 

Also, people spend a lot of time in front of their computers– at work and at home.  Many surveyed said they sometimes shop online during their lunch break; or research on Google a product or service they intend to buy within the next two weeks (such as chiropractic services!).

For many people, the yellow page book is usually still wrapped in plastic and is being used to support something like a computer monitor (that is, if it wasn’t thrown into the recycling bin).  Plus, it’s very heavy and cumbersome to use.  People prefer using Google to find businesses because it’s faster, more convenient, more relevant and timely (updated), and provides a means to compare other businesses.

So, are YOU one of those chiropractors who is failing to see this?  Each day that passes where your website is not ranked within the TOP 3 listings for (your city) chiropractors, you are losing potential business.  If you lose just two (2) potential patients a day because your site is on Page 2, with an average case value of $500 per patient (if you are losing auto accident patients, make that $1,000), that’s 2×12x$500 = $12,000 a year in lost revenue.  And we both know that two lost patients a month can easily be $20,000+ lost each year depending on your style of practice.

So, take the test.  Google (your city) chiropractor, for example Denver chiropractor.  Where is your website listed?  You need to be in the Top 3, because statistics show that the #1 spot gets the most clicks, and the click rate drops sharply after that, even for the #2 spot.  You can forget it if your site is listed #6 or beyond.

My site www.sf-chiro.com is ranked #1 for my keyword and has been for the last couple of years.  I invite you to confirm this yourself.  Just Google San Francisco Chiropractor (it may be #2 in some areas, depending on which Google server you’re closest to).

If you want YOUR website to rank #1 in Google, I can help you accomplish this.  Very soon, I’ll be publishing an instructional book that contains all my tricks on how to make your chiropractic website rank #1 on Google for all your primary keywords.  If you wish to be notified when it comes out, make sure to add your name to the opt in box that pops up at the bottom of the page.  If you closed it, refresh this page and it should pop up again.  IF it doesn’t, email me at dan@webventuresinc.net and I’ll put you on the notification list.

So if you no longer wish to lose $12,000 or more a year because your website is not in the Top 3, make sure to take action.  You are losing patients every day if you don’t secure your position!  And, you’d better act sooner than later because rising to the top in Google takes time (even with hard core search engine optimization efforts it can take six months or more, depending on your competition).  The bottom line:  the sooner you take action, the sooner you’ll get to the top.

Dan Perez, DC
Chiropractor San FranciscoTechnorati Tags: chiropractic, chiropractor, websites, Google, internet marketing, yellow pages