Regarding the subject of marketing, David Ogilvy, a man referred to many experts in the field as “the father of advertising”, has been quoted as saying “You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place." Nowhere does that seem to apply more than chiropractic. Over the years, the profession has taken a drubbing in the mainstream press. Fortunately, the chiropractors who are out there right now as the profession stretches across the globe, greater than 70,000 strong in the US alone, continue to bring a consistent message of experiencing life through the expression of a free-flowing nervous system. This message to patients has been greeted with resounding satisfaction. Welcome to the September 2010 issue of The American Chiropractor magazine, the feature topic is secrets in marketing.
This month, we have an interview with Dr. Steve Visentin, D.C. A chiropractor who learned his approach after taking his skills to an area highly saturated with chiropractors, during an economic downturn, and learned the hard way, to attract over 18,000 patients throughout his practice presence. Read his interview on page 18.
Also inside, feature articles ranging from marketing your website, on page 42 by Kara Hirsch, to risks associated with marketing on page 44 by Dr. Ron Short. Just flip the page to get priceless insight into the Secrets of Marketing that you need in creating the image, personality, and product that markets itself!
Thanks for your continued support!
For The American Chiropractor,
Joseph Busch, D.C.