M is for Marketing

Here's a list of the marketing activities we've tried in the past 2 years

1. free lectures in our clinic and in workplaces 
1. Results: Eh...
2. free acupuncture events
1. Results: One of the top 6 ways we got people in our clinic the first year. We are no longer doing these. There's no money in free acupuncture. 
3. booths at local fairs and farmer's markets
1. Results: One of the top 6 ways we got people in our clinic the first year.
4. gave coupons for free or discounted acupuncture to current patients asking them to pass them on to family and friends
1. Pretty darn good. Don't just ask patients for referrals, give them a tool to use!
5. ads in the local paper (Note to the wise, we only got an article written about our clinic after we started advertising in the local paper, despite months of press releases and contacting the reporters. Just sayin'....)
1. OK, but this needs to be used as a part of a larger marketing plan
6. bulletin board flyering local coffee shops
1. Ugggh... others have had success with it, we found it to be a waste of time.
7. had a friend do active flyering for us at local stores
1. Sometimes we get great results from this, sometimes, not so much. 
8. gave out free treatment cards to local business owners and employees. Basically anyone we came in contact with in our target area while we were out and about. 
9. had giant signage made for our clinic
1. Our #2 patient generator! In spite of what Honora Wolfe says, in the right place, they do work!
2. If I had it to do all over again, I would have added "Affordable sliding scale $20-$45" to it. 
10. used a sidewalk sign
1. I like to use this for messages like: Knee Pain? Acupuncture can help!
11. Posted a website and had SEO done on it 
1. This is just a no brainer in this day and age. If you can't figure out SEO have someone else do it for you. If you have a website, but people can't find it, what good is it?
12. Gave gift certificates to silent auctions
1. Eh, not bad, but no great shakes. Other folks have seen great results. 
13. Did promotions for the local emergency assistance organizations (Donate X amount of dollars to the food bank and get your first treatment for free)
1. Eh, ok. One of our mentor clinic has had great results.
14. Gave free treatments to veterans during the month of November
1. Ugggh... Not many of them came in. Most of them were interested in getting something for nothing. 
15. Participated in the local artwalk
1. Very good! A good way to put yourself in front of your community
16. Treated "first patients free" 
1. Very good! We do this every couple of months. We promote it with print ads, take away flyers for patients, our sidewalk sign and mentions on facebook. 
17. Ran a couple social media campaigns
1. Pick the companies you do a "Groupon" with carefully. My fav: Living Social. This is great as a part of a larger marketing campaign. 
18. Facebook
1. I think this is a must in this day and age. It's a great way to generate buzz about your business. 
19. Twitter
1. I once clicked on a link entitled "How to use Twitter to Market Your Business". It linked to a page that said only: DON'T! I kinda have to agree, unless your demographic is 14-21 year olds. 
20. Phone book (not!)
1. We are not in the phone book. It costs too much, but we often have elderly people who try to find us there. They get frustrated when they can't find you there. 
21. Went to a lot of different networking events
1. OK. Some of them are definitely a big waste of thime.
22. Bring a new person into our clinic and you both get treated for 1/2 price
1. Pretty darn good!
23. Giving gift cards to patients who refer their friends and family to our clinic.
1. OK, mostly a goodwill gesture. 
24. The best marketing.....REFERRALS!
1. Ask your patients for referrals. 

Our busiest months in the clinic have come after multiple marketing activities. Here's an example of the way multiple marketing activities work. From an actual patient quote: "Well I saw your ad in the paper and I met you at the farmer's market. Then my friend in yoga class gave me one of your coupons and here I am." Each of those things helped to contribute to get this person through the door,