As more and more people turn to complementary medicine as a way to restore (and maintain) good health, acupuncture marketing is an increasingly important aspect of growing your business. Reaching new clients and maintaining good relationships with your current ones doesn’t have to be complicated. Here’s how to market your acupuncture clinic in a way that feels authentic to you and your clinic.
How to start with acupuncture marketing: the basics
Acupuncture marketing may seem out of step with the holistic mission of acupuncture itself, but it can help deliver your message in a way that cuts through the chatter of daily life. With more people looking for a less-invasive way to treat everything from back pain to perimenopause, acupuncture marketing helps you define yourself in this growing space.
Acupuncture marketing materials introduce your treatment approach to prospective patients in a way that is authentic and true to you. This helps you cultivate committed clients who are looking for your unique approach, not just one-off patients who never come back.
Develop your clinic’s style guide and overall mission
So, how do you start with acupuncture marketing?
At the very beginning, develop your clinic’s style guide and mission. Take some time to think on and ultimately decide:
- What tools you will use to interact with the public
- Which approach you will take
- What you are trying to achieve with your marketing
For example, you might be looking to attract a millennial client base that goes for regular maintenance acupuncture for stress management and overall wellness. You might target this client with humor, using memes and popular culture. Or perhaps you want to work with those in recovery from addiction, abuse, or trauma. Your approach would be very different in tone, style, and content.
Decide what best reflects your approach first before creating any acupuncture marketing materials so that your tone matches your message.
Build your acupuncture website
Acupuncture websites—love ‘em or hate ‘em—are a crucial part of acupuncture marketing. At a minimum, your website should contain the following:
- Your treatment philosophy
- A bit about you and your practice
- Your contact information (email, phone, and location)
- An easy appointment button
These are the very basics. The best sites also have value-added content like blogs, team bios, and educational articles as well as FAQs about acupuncture itself.
Nothing is worse than getting a glowing recommendation for a provider, but the business is nowhere to be found online.
Be present, not just in everyday life but also online. At a minimum, claim your Google business profile and make sure it is completely filled out with your contact information and location. This helps locate you higher in the “near me” search results.
Another good way to be present online is to set your practice up on a few review sites (think Yelp and Healthgrades to start). Many consumers trust online reviews as much as or more than personal recommendations.
And even if you decide not to start with a website, buy your domain name. You never know what you’ll decide later.
Think omnichannel acupuncture marketing
Just like acupuncture treats your client’s overall health and wellness, your acupuncture marketing should be similarly holistic. The goal is to cultivate long-term relationships, not just sell your service. Don’t stick to just one digital marketing tool to make this happen.
You style of marketing and the channels you choose should be a reflection of your practice. Select what feels most authentic to you and grow from there. These are a few of the approaches that could make sense for your clinic.
1. Social media marketing
Chances are good that your clients are already on social media, so why not engage with them there? Instagram stories are some of the most popular marketing tools, but don’t sleep on newer tools like TikTok. As the number one downloaded app in the U.S. in 2019, and with growth of 375% year-over-year, TikTok’s audience is growing.
Try a hashtag challenge or a focused series of scheduled posts to begin to build relationships with potential clients.
2. Content marketing
Many people shy away from content marketing strategies like blogging, but it is one of the most effective and affordable ways to position yourself as a caring authority in your space to reach potential clients.
Posting thoughtful, useful content on your website is one of the best ways to cultivate relationships.
3. Pay-per-click ads
Pay-per-click ads can get your website in front of people who are looking for you already.
Located at the very top of search results, these are ads that you pay for only when people click. Even if they don’t click from the search results page, chances are good they could remember you later.
Search engine optimization helps make your website more attractive to the bots that crawl it.
Why does this matter? The easier your site is for bots, the higher they rank your site. The higher the rank, the better the chances of you getting onto the magical first page of search results.
5. Email marketing
Are you building an email list? If not, why not?
Email marketing is a low-cost way to stay in touch with clients, delivering important news and information tailored to their needs. Regular emails keep your practice top-of-mind for clients—a good place to be!
Gather your acupuncture marketing materials
No matter where you decide to focus (content building, social media, etc.), make sure your acupuncture marketing materials are consistent. This means having the same message no matter where you are posting and delivering it regularly.
Meet them where they are
Even though your acupuncture treatments are hands-on, so much of your clients’ lives are spent online. Meet them there to bring them to your doors. Focusing on building relationships online first, then move into the community, shoring up those online connections.
Feeling suddenly less Zen with all this talk of acupuncture marketing? Boost can help you with acupuncture marketing materials that restore your center while sending more clients your way. Get in touch today.