Chiropractic TV Ads
Have you considered running TV ads for your chiropractic office? Whether you have or you haven’t tried to run them most doctors have considered it. You can reach so many potential patients though this form of media, but does it work? Can you really build your patient base this way?
Over the years I was fortunate to have quite a bit of experience in this area. I got to see what does work and what doesn’t. The tough thing for beginners is that the broadcast stations will always tell you it works. It’s hard to find someone like myself that can guide you through the process.
30 Second Ads are a Great Deal Right?
If you want to waste some money sign up for the thirty second ad programs. The ones that local TV stations come around with that sound so good. You only have to spend $2000 to $4000 dollars and they will to 15 to 25 thirty second spots for you.
It all sounds good, but it doesn’t work. There are probably businesses that can do well with that form of advertising, but it’s not a fit for chiropractic. There are simply not enough people watching those ads that are looking for your service at that time. Yes, I agree everyone needs chiropractic care, but the reality is that people choose it when they feel they need it.
The only way I’ve seen TV be effective is by running long form ads. :90 or 1:20 second ads that give the viewer enough time to understand what is in front of them. It’s best if these ads are in an interview style format where the doctor is presented as the expert. Ads done in this fashion can be successful, but they are also very expensive.
Can a General Chiropractic Office Succeed with TV?
In my opinion TV is out of the reach of most general chiropractic offices. The profit made per patient is too low to support the large cost of TV. Offices that have specialties or that are medically integrated have a higher profit margin and seem to be able to better support ads of this type.
If you’re just out of school and considering TV please run the other way. You can’t afford it yet and it won’t pay out enough in the beginning to make any sense for you. If you are looking to spend some money for overall branding then it’s a good place to throw some money, but don’t look at television as a direct marketing piece.
By Mike Hamilton