Cost is a patient pain point that you can easily address in your chiropractic marketing plan – provide clinical information on the benefits of chiropractic and work closely with your insurance company
What do you think of when you hear the term pain points? Chances are, your mind is instantly going to trigger points on the body and how to treat them. While that is an understandable – and correct – conclusion, the term has another negative meaning. Pain points can also be a problem in your chiropractic marketing plan if not properly addressed.
What exactly are pain points in the context of marketing? What Are Some Common Pain Points In Chiropractic Marketing? How can you address these issues?
What is a Marketing Pain Point?
In marketing parlance, a pain point is the term that is used to describe a problem that the customer, provider or customer of a company has and can help solve. For example, if a small tea merchant wants to expand sales from just one city to the entire state but doesn’t have the shipping infrastructure to do it, that lack of capacity would be the pain point.
Companies that specialize in regional shipping would then target their marketing to that retailer by showing how to get rid of that particular pain point. Now let’s look at how Marketing Pain Points work in healthcare, and in particular in chiropractic.
Unreliable online advice
The number of Americans searching for health information on the Internet has steadily increased. In fact, up to 80% of Americans reported looking for health information online at least once in the past year.
While it may well be that more and more patients are educating themselves about their health problems, there is also the hidden danger that the information they access online may be ineffective, incorrect, or even dangerous. This lack of reputable online information is another pain point that your patients may not even know exists.
Here is a great place where your chiropractic marketing plan can fill a much-needed patient education gap. Your digital marketing campaign should include links to reputable online health care information whenever the opportunity presents itself. By positioning yourself as the source expert on the benefits of chiropractic care, you can eliminate your patients’ pain related to trusted sources of information about chiropractic care.
Your Chiropractic Marketing Plan and Rising Medical Bills for Patients
Aside from concerns about the effectiveness and safety of chiropractic treatment, cost is almost certainly the other major pain point for your patients. It cannot be denied that healthcare costs, including insurance and medication, have steadily risen with no signs of stabilizing or decreasing.
In fact, a 2019 article in the American Journal of Public Health found that 58.5% of all bankruptcies were a direct result of medical bills, while 44.3% were due in part to lost income for health reasons. This resulted in 530,000 medically-related bankruptcies per year. This should tell you that not only are your patients experiencing health issues, but treatment costs as well.
Fortunately, cost is a patient pain point that you can easily address in your chiropractic marketing plan. Proceed as you did when providing clinical information on the benefits of chiropractic care. Look for peer-reviewed articles that discuss the cost benefits of chiropractic versus standard care and use them as the cornerstone to talk about the long-term financial benefits of chiropractic.
Ultimately, your goal is to consider not only your patients’ physical pain points, but also the trust and financial weaknesses that could prevent them from getting the most out of chiropractic care.