Marketing 101 for Chiropractors
Digital marketing is evolving faster than ever, and as a chiropractor, you're not just a healthcare provider—you’re also the CEO and marketer of your practice. Without a solid grasp of marketing fundamentals, it's easy to fall for one-size-fits-all strategies that waste time and money.
Join us as we break down proven, cost-effective, and innovative marketing tactics designed specifically for chiropractors. From social media mastery to Google Ads that convert, we’ll equip you with the tools to attract more patients, build lasting relationships, and dominate your local market. Stay ahead, stay profitable, and take control of your practice’s growth!
Marketing 101 for Chiropractors
Your Ideal Patients Are Streaming—Here's How to Reach Them
Ready to take your chiropractic marketing to the next level? Programmatic marketing might be the missing piece in your strategy puzzle.
After mastering referrals, Google My Business, SEO, and paid advertising on platforms like Facebook and Google, programmatic marketing represents that cherry-on-top approach that leverages AI to target your ideal patients with unprecedented precision. Unlike traditional billboard-style marketing or even keyword-focused Google ads, programmatic marketing identifies potential patients based on demographics, behaviors, and location, then displays your ads to them across streaming platforms like Hulu, Netflix, Disney+, and Spotify.
The magic happens through geo-tagging and geofencing techniques that allow you to create invisible boundaries around your practice or even specific businesses like gyms, yoga studios, or competitor offices. When someone enters these areas, their device gets tagged, and they'll see your ads while streaming content at home — but only if they match your demographic parameters. This combines the impact of television commercials with hyper-local targeting, all for roughly the same budget as your Google ads campaigns.
For those wanting to dip their toes into programmatic marketing, Google's Performance Max campaigns offer a starting point, though they only reach about half of the internet. True programmatic marketing extends your reach to the other half through streaming services where many people opt for ad-supported subscriptions. Particularly valuable for multi-location practices, this approach puts your brand directly into potential patients' living rooms at a fraction of traditional TV advertising costs. Want to learn more? Research local marketing professionals specializing in programmatic advertising or reach out directly at info@EnricoD.com to discover how this powerful strategy could transform your practice growth.
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Welcome to another podcast of Marketing 101 for Chiropractors. I'm Dr Enrico Dolcecori and this week we're talking about programmatic marketing. You may have never heard that before or you may have heard of that before, but either way, it is another avenue you can look for marketing. If you've extended a good fundamental basis in your office and marketing already. Referral-based marketing is doing great because you're doing all the right things, you're stimulating referrals. Then you're into the Google, my Business and SEO optimization. Then you're into paid advertising on both Google and Facebook and Instagram or across other mediums, and now you're looking okay, how do we top this cake off with the icing and cherry on top? Then we start looking into programmatic marketing, which is AI driven marketing, and I'm going to dive into it a little bit here, just so you know the backend for this. It's usually used outside of our industry in many different companies hospitals, tech, uh, law firms, um, legal, uh, the you know um, cities, uh, development, uh, a lot, a lot of the bigger architecture, a lot of these companies that need to get their information out there fast to a larger area. But what has happened in the last, I would say, 10 years is that with streaming devices like YouTube, netflix, disney+, we have what's called geo-tagging. So, instead of thinking of programmatic marketing, which is more like radio and television ads, which you would think of like, I don't want to disperse my message across the entire city or area, because I only have a small population or a small radius that would come to see me anyways. If somebody hears it in Pittsburgh and I'm in Philadelphia, well, this isn't going to make much sense if we're going statewide. But what programmatic marketing has done is use AI. Well, everything's AI, but it uses programs to dictate your ideal client and then spatter the advertising across different platforms that would fit your demographic better. On paper, you're going to see why this looks like the best type of marketing. We have three types we got. Get in front of you billboard marketing, which is your Facebook ads. Billboards print this is just to get your brand out there and get people to know what you look like, or your logo, whatever it may be. That's Facebook. So when you do a Facebook ad, you're splattering yourself across people that may not want a chiropractor, have not thought about healthcare, not really in any pain right now, really irrelevant, right. When you get into Google marketing now, you're taking people who are looking for what you're doing and advertising to them Keyword your hidden keywords that people are actively searching for and then putting your ads in front of them. It's much more pinpoint. You're now competing with everyone else that solves that problem or solves those keywords. Programmatic takes your ideal clients who are the most likely to probably need your services or use you in the near future, and just show your ads in front of them. It's almost like Facebook billboard marketing and Google combined, but instead of using keywords because they're just sitting in front of their devices, they are picking the exact ideal clients that are probably going to buy from you and you can dominate that market.
Speaker 1:The easiest way to start doing this if you're a do-it-yourselfer which I know most of you like to dabble in this is with YouTube ads, which is Google Max campaigns. So you're running Google ads, you go into there and you go to Performance Max campaigns. The part about Performance Max campaigns is that once you start setting this up, it's not going over the video too quickly. You want to spend most of your time in that video category when you're setting up this ad and you're making sure you're using marketing style videos that your performance max campaign can then splatter across all the mediums. Now Google's only going to reach out to about half of the audience, or half of the internet. It only has that much control across its platforms and affiliated websites.
Speaker 1:By getting into programmatic marketing, it's taking the same thing and giving it to a marketing company that knows what they do. I'm not going to pretend like I do. They do this for you and they'll take your ad creatives and put them to the other half of the internet, which is the streaming devices Hulu, spotify, netflix, spotify, netflix, disney Plus. You're watching this stuff and people are. You know, not everyone buys the ad free Netflix for the extra seven bucks a month. Some of them are watching the ad one and that's who you're going to get out in front of the Spotify same thing when the ads pop up, you're going to show up in front of them all within a five, six, eight mile radius around your office. This is absolutely fantastic. This is for you. This is an advanced podcast. I'm saying this, but it's also keeping you informed on all marketing, which is my job to keep you ahead of the curve. We may be going here right.
Speaker 1:What happens to Facebook and meta? Take a huge turn and get into the meta universe and everything becomes fake in this digital, digital world. I guess what you'll need to do is make sure that your business is actually in the metaverse and you're getting to that gen z population, the younger population, and showing them that when they go into your town and they walk down the street in the meta have you been on this, guys? I don't know, I have not, but it sounds like ridiculous. It sounds like the matrix. Um, why would you want to take your life and do it? The Sims, like virtually, but anyways, and you walk down the street and it's exactly the replica of real life, but it's digital, it's virtual, it's virtual and they walk in there and there's your practice, right, there's your business beside the other business and it's like it's kind of crazy. But there's no metric to that, there's no merit to that, because there's not going to be an exchange of money, there's not gonna be an exchange of business in there. It's kind of a cool marketing thing to actually be in there. So is it really worth your time and this is where Meta is going, by the way. I just don't know how much longer until there's a massive overhaul of what we know as Facebook and it turns into the Metaverse or whatever they want it to be, wherever they want our brains to go, whatever it is. So you want to stay ahead of the curve with all this stuff.
Speaker 1:So, when it comes to programmatic marketing, it's taking video ads and placing them and using different creatives across all the mediums. So I say, if you want to get into this and I've been talking about performance max campaigns for a long time they're in your Google ads. That's where you test this and you start putting 30 seconds, 60 second videos and then you can clip them for the 15 seconds or 10 second shorts. I don't know if you ever used YouTube, but you'll see when you're watching a video it'll go straight to an ad and for five or 10 seconds you can't skip the ad. That's what you would pay for to get your ad in front of your ideal clients and they'll only be shown to your ideal clients. So you'll have a radius. You'll have a demographic portal that you're choosing from high income, educated with kids, 38 plus, I don't know whatever your targeting is going to be no-transcript know, that's what you, at least, should be thinking. So that's what you want to look at. A lot of marketers can help with this and for them it's really easy because they do this for a lot of businesses. You can do this as well. You can absolutely do this as well. So I would like to look into for you to look into programmatic marketing and see how it could help for you.
Speaker 1:Now, from a. It's been going on for 25 years now. On Google, you get this type of marketing as well. It's called retargeting. Retargeting website visitors. You use pixels or you use your Google number on there, your Google tag. It tags them and it will then follow them across other websites. They may go to amazoncom and on the advertisements on the side you pop up again. You've seen this with, especially with products. That happens all the time. So struggling with back campaign get relief now. Book your consultation. That'll be retargeted across everything.
Speaker 1:You could also geofence which that is what is part of it within a radius of your office. This is the cool thing. Once you get into this, you then geotag, and geotag means this is invisible fences around places. You can get right to around a business, if you want, within a quarter mile, or you can circle a convention center, or you can circle a big gym. Anyone that walks in and out of that front door is automatically going to be geotagged so you can pick the big gym by your office that maybe is more affluent, that people go into you geotag that one Every time they walk in there.
Speaker 1:The devices are now tagged. Your ads are going to be shown to them as long as they're within your demographic, and then you can do yoga studios. You can do the other physical therapists by your office. You can do the other chiropractors by your office. You can geo tag their offices so that you can get this back and forth. Then you can use AI to target your likely patients and then you can personalize everything on top of that. Personalize the ads for them chiropractic, postpartum, sports injury, whatever it is and then you can have dynamic, ad creative and real-time bidding through that. All you have to do.
Speaker 1:This has been done for a while on Google. This is when you do your Google ads. They'll have banner ads, they'll have billboard ads across other websites and follow your tagged perspectives across the internet. But again, google only has dominance in about half the internet, right? So what about the other half? What about Yelp, bing, yahoo, all the other spots that people may be searching, and the websites that are controlled more by those platforms? How do you get to them and that's programmatic marketing.
Speaker 1:I am more excited about being on the television Now. It gives you an opportunity to have a five-mile or ten-mile radius around your office and target everyone in the comfort of their own home like a TV commercial. So I've seen them and I was saying it. A couple weeks ago I was watching something with my wife and then an ad came up and it was a pest control company, one brick and mortar show. I don't think they have multiple locations, but they service our area and I looked it up and yeah, they have the one location right up the road and I was like man, they're on the. They have a TV ad and I was looking. I was thinking of an old school like a television ad. I'm like man, that's not cheap, but actually it is. It is for one or $2,000 a month. You can do this stuff. It's pretty cool. That's about a Google budget for many of you where you could just stop your Google for a little bit and do that. That's pretty neat as well.
Speaker 1:Look into programmatic. My challenge for you for this podcast is just to look into it, learn a little bit about it, and what it will do is it will get you networking in your community with marketers. You may have somebody local that does this stuff. If not, if you can't find them, call me up. This can be done anywhere in the country. You may have somebody local that does this stuff. If not, if you can't find them, call me up. This can be done anywhere in the country. You can find someone that's good at it anywhere and they can service you anywhere in the country for sure. They just have to have some experience with this stuff.
Speaker 1:And it's been around for over 20 years because you've used the Google retargeting and geofencing and all this stuff for years. That's been around. Now, with the streaming in the last 10 years, this is where they've applied it to those types of commercials. But even then you would still need a broad base, a broad area, to get this. So when I was experimenting with it just a few years ago, it was with the local TV stations. Now you're getting in front of their viewers. But their viewers spanned it across a 75 mile radius around the city and I was like that's just way too big. If I get people 75 miles away from my office, they're never going to come. So that's why it didn't work. It worked more like a TV commercial, but in a smaller network, instead of like ABC on a commercial during the Super Bowl.
Speaker 1:We don't want that. We want something more local. This is how you get it is with programmatic marketing, I think it's. It's a huge opportunity there for those of you that with more than one location, this is a home run. This is brand awareness, everything targeting your people.
Speaker 1:Quite well, if you have any questions, reach out to me. Don't have any direct um direct resources for you on this podcast, but tune in next week's podcast where we have Dave mastovich uh, the author of no marketing. He's going to be on there. I'm excited to talk to him a little bit. His book is really cool. Get that book too. You learn a lot of basics from that as well. Very cool stuff, uh, but listen to that.
Speaker 1:And for next week as well, this one was more of like a a little spring time PSA for you, just just changing the volume, changing the speed up on you a little bit, because we just keep diving into Facebook and Google and referral marketing. There's so many other things you can do out there postcards and all that and we'll talk about that. If you have any specific ideas, reach out to me at Enrico at sorry, info at EnricoDcom and tell me and say hey, enrico, do a podcast on this and I'd love to have more ideas that you guys, the listeners that are actually wanting to listen to some specific stuff and again reach out to me info at EnricoDcom. I'm here for you anytime. Have a great week, keep doing what you do. We all need you.
