Cause marketing is truly one of the best ways you can promote your services as a doctor of chiropractic. Cause marketing refers to a type of marketing in which a business partners with a nonprofit organization to help bring awareness to a charitable cause.
There are plenty of different ways to get involved with a cause, but for chiropractors, the following method can have a big impact:
Pick a Charity
First, pick the charity you'd like to support. You'll want to pick one that's close to your heart – a genuine interest in your cause is important for sincerity and because you'll really feel great about the work you're doing. In this example, let's choose a charity that hosts a fundraiser walk, run or cycling event.
Make a Connection
Next, get in touch with the event organizers and propose that you set up an area for chiropractic care at the finish line. In these active types of fundraisers, you'll find plenty of people in need of a quick treatment to get them feeling good again after their event. Include a brief overview of the benefits of chiropractic to participants as part of your proposal. You may want to appeal to event organizers – and participants – by promoting the benefits of not only the chiropractic adjustment, but also exercise / rehab services you can provide.
Make a Donation
The second benefit comes in the form of your charitable donation. You have two options: 1) Make a donation directly to the charity (and make sure your finish-line area clearly states you have done so). Some charities provide materials in return for a donation ("Proud Supporter of [insert name of charity]," "Gold Sponsor," etc.). 2) Accept a voluntary donation ($5-$10) from event participants in return for services, with all donations passed on to the charity.
From an investment standpoint, we're talking about a few hours of your time to promote your practice to hundreds of people in your community. And remember, these are active people, so they are great candidates for long-term care!
Event-Day Strategies
On the day of the event, make sure your practice name, contact information, location, and donation specifics (either your donation or that they are encouraged to donate) are clearly displayed to participants. This will not only attract attention at the event, but also will expose your business name to many potential new patients. And with a common interest in supporting the cause, many people will develop an emotional connection with you and your practice, and will feel good about booking appointments with you.
Finally, after each treatment, give the participant a flyer or card with your practice details and an offer to receive a free in-office consultation / adjustment. Many people will visit your booth after the event not only for their benefit, but also to show additional support to the charity, since they know you are supporting the cause and/or their donation will go directly to the charity. But encouraging them to visit you at your practice is a great way to turn impulse support at the event into a long-term relationship.
The offer should be for new patients only and should expire two weeks from the date of the fundraiser. The reason for the expiration date is to create urgency – we want them to book now. The longer people hold onto your offer for a free consultation, the less likely they are to use it.
A Win-Win Proposition
Cause marketing is truly a win-win proposition for both you and the charity. The power of touch is one of the main reasons you chose chiropractic as your career, and this is a great hands-on way you can help out the charity of your choice and promote your practice. Help others today and reap the benefits of your generosity at the same time.
Daniel Ruscigno is the co-founder of ClinicSense (www.clinicsense.com), which offers clinic management software specific to the massage therapy profession.