Patients Fear Chiropractors! How Brochure Marketing Can Relax Them

It's terrible, but many people are still operating under poor understandings of what chiropractors are, and what it is that they do. Unfortunately, the average person still looks at a chiropractor as some 'quack' that snaps a joint back into place, puts a neck brace on them after an auto accident, sends a bill to their insurance company, and sends them on their way. That sounds terrible doesn't it?

We all know that Chiropractic is so much more, but the problem remains that if you are going to build a lucrative practice, it is important to promote a basic understanding of exactly what Chiropractors can do for patients, and more particularly, what your Chiropractic office can do for them. It is important to alleviate their fears that Chiropractic isn't real medical treatment and that it's more than popping joints back into place.

In order to get your advertising campaign off the ground running, the first thing you probably will do is saturate your market with flyers in order to make your presence in the community known. You will introduce your Chiropractic office, make a few key points about what it is you have to offer, and establish a reference point to base further advertising on. This is the beginning of 'branding' your practice. When people in your market hear the words "Chiropractor" or "Chiropractic" you want them to immediately associate it with your practice. But that still might not get them in the door because of some innate fear that Chiropractic isn't real "medical" treatment or therapy. This is where you can effectively use brochures to relieve their fears in order to substantially begin building up your practice.

Advertising with a flyer is the necessary first step in your advertising campaign but now that you are ready to literally 'flood' your market it is essential to design an informational brochure that will calm any remaining fears your targeted market may have regarding Chiropractics. There are three main tools that can be utilized when using a brochure for this purpose:

1. Information
2. Graphics
3. References

When advertising with a chiropractic flyer space is limited, however, brochures can go into much greater detail. There is plenty of room to be informative in a brochure so you can go into much greater detail. Use graphics (photos) to show them equipment that you commonly use and what it is used for. Show them your office! When you get them in the door they will feel much more comfortable because it will be a familiar space. And by all means, give them online references where they can go to research Chiropractics. If you don't have a website set up with informative articles, then simply direct them to sites such as the American Chiropractic Association that has a whole area set up for patients to read and learn about Chiropractics.

Because there is still a significant amount of misunderstanding and fear of Chiropractics in the community it is essential that you provide enough information to combat those fears in order to promote a successful advertising campaign. Brochures can address those fears by providing information, showing prospective patients what they can expect on their first visit and giving them references to research so they have a better understanding of Chiropractics in general. Brochures can be your 'sign on the dotted line' technique. Flyers introduce you and brochures close the deal.