You can improve your marketing by aligning your services with positive causes in society.
A fitting example occurs this time of year.
Earth Day is on April 22 (Saturday). It promotes a healthy planet and stands for protecting the earth’s natural resources for future generations.
Earth Day had several early separate beginnings but was finally pushed home by a senator from the great state of Wisconsin, also its former governor, Gaylord Nelson. The first Earth Day was in 1970 and “brought 20 million Americans out into the spring sunshine for peaceful demonstrations in favor of environmental reform.”
But Senator Nelson was also a proponent of natural health and fought for chiropractic.
In a statement to Congress in 1963, Nelson said, “Chiropractic has become increasingly accepted as a safe and effective form of health care…I believe it is time that Medicare beneficiaries be given the opportunity to receive the benefits of this form of health care.” Nelson’s efforts helped pave the way for chiropractic care to be included in Medicare in 1972.
If you distill it all down, it is all about health: a healthy planet and a healthy body, naturally.
People want this – your patients and your community. They want a healthy planet and a healthy body.
This may not be apparent because of advertising and corporate news. There is a relentless pitch to your patients and community to eat cheap bad food, that a toxic environment is no big deal (“move along, nothing to see here”), and that drug stores are health stores.
But despite the billions spent on promotion and lobbying for bad food, bad medicine, and covering up the poisoning of our planet, the innate (and tribal) wisdom of us all prevails. The sales of organic foods and health supplements are booming. The natural healthcare industry, including chiropractors, acupuncturists, and integrative health providers, continues to grow. And there is increasing concern about how pollution causes deaths and illnesses, not to mention climate change.
I bring this up for two (2) reasons:
Reason #1: Marketing: Chiropractic and Earth Day
By aligning your office with Earth Day, eco-conscious consumers who value natural and sustainable products and services will see your services as a desirable alternative to medical practices. You are the obvious choice as health doctors.
Years ago, we put together some posters and pins related to Natural Health Week, coinciding with Whole Earth Week and Earth Day. Some offices still use versions of them! (Link below.) You can do something similar this Friday, next week, or all month. For example:
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Hand out seeds to grow vegetables in the backyard. Include a coupon for a family member or friend.
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Support a local health food coop and bring in healthy muffins for your patients.
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Create a community clean-up drive.
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Partner with environmental and health organizations. You can share events, newsletters, and create allied relationships.
But there is another reason I bring this up.
Reason #2: This reason is BIG. It will have to wait till tomorrow,
Wednesday, April 19.
But please stay tuned!
See you Wednesday!
Ed
Link to Posters and References at our blog.
