Medical Marketing: Northern Virginia Chiropractic and Wellness Practice Goes Social

Doctor of Chiropractic seeks to expand digital marketing efforts to win hearts and minds of existing and current prospective patients

Overview

Renowned chiropractor, wellness and sports medicine doctor, Dr. William Booker, was referred to us by way of a very good, dear client, ClearedJobs.Net. Dr. Booker has a long record of excellence in chiropractic and sports medicine care. He successfully established his own practice several years ago and opened eight additional locations throughout Virginia, West Virginia and Maryland. Initially, Dr. Booker launched a shared web site for all Capitol Rehab locations. With the advent of blogs and social media, however, the doctor realized his original web site and online marketing efforts were in need of a makeover and a new direction.

Challenge

Despite knowing his practice needed a complete marketing strategy and collateral makeover, Dr. Booker was uncertain as how to proceed and how all the web 2.0 technology tools worked. Outside of the educational and orientation aspects of the project, the marketing strategy we collectively determined with Dr. Booker would include a complete evaluation, implementation and/or overhaul of the following::

• developing a solid grasp of social media marketing, it’s impact and reach
• creating a new, more visible “Capitol Rehab of Arlington” brand; breaking out the main brand to specific geo-locations for improved localization within a specific region
• establishing stronger internet presence via newly designed web site and new multiple outposts via social utility tools and networks
• blogger outreach to share health, fitness and wellness information with like-minded, niche groups
• identifying and sharing news worthy activities with local media as well as patient and industry groups
• defining a targeted content strategy catering to various segments of patients (e.g. athletic patients vs. car accident injury patients)
• updating search engine optimization and marketing efforts

Solution

Our team was retained late summer 2009 and has since then worked very closely with Dr. Booker to achieve many of the challenges as listed above. Since being retained, some key milestones include:

• the launch of multiple blogs on the CapitolRehabofArlington.com web site
• article and content marketing on Scribd.com (and various other article marketing locations)
• multiple outposts on a minimum of 10 social networks
• press releases for media positioning
• updated email newsletter outreach, content and branding

Results

A few weeks ago, Dr. Booker’s practice received their first patient from Facebook. Another patient found Dr. Booker’s practice from reading one of his articles posted on Scribd. Dr. Booker has, over this period, reduced his traditional marketing spend (e.g. radio and television) and re-purposed those marketing investments more in the digital marketing arena.

We have various upcoming plans which include:

• building upon the new site, adding new content areas
• introducing affiliate marketing into the digital marketing mix
• upcoming joint podcasts with a one or two of Dr. Booker’s professional peers
• extending content and articles beyond what we’ve established to date
• introduction of yet a new blog for a new doctor being introduced to the practice
• redesigned home page to better accommodate volume of new content
• online video library of exercises and resourceful information

Stay tuned …