T he lazy days of summer arc about to become a fond memory, and in mam parts of the country, the leaves will soon begin to turn yellow, red. and gold as the days grow shorter. Your patients are adjusting to new school routines, planning for Halloween and Thanksgiving, or thinking of ways to enjoy the weather outdoors before it grows too cold. Now is the time to update your marketing strategy to reflect the upcoming change in season and to build your momentum through the end of the year and beyond. Reach Out to Your Patients with E-mail According to Rcsponsys. a leading company in e-mail marketing analysis, the first mention of Christmas in retailers" marketing messages is in July. You can help make your practice stand out amid the deluge of holiday messages by starting early. Create compelling content for your e-mail newsletters and draft subject lines with captivating "calls to action." such as. "Back to School—Back to Health!" Review your e-mail contact list to be sure it is up to date and then begin sending your marketing messages in September. "Christmas in July" kicks off the holiday season for mam big brand retailers. Why not hold a "Christmas in September" promotion for your practice? Does your practice provide products or sen ices that would make suitable holiday gifts, such as massage, pillows, back supports, and nutritional supplements? You could even ask your patients to help you create a "wish list." Promote a special weeklong event with a "buy now and give later" offer. Consider offering a sneak-peak, prcholiday coupon or gift certificate promotion. Be sure to mind all state and federal laws that regulate the gifting of professional services. Market Your Social Media Channels Approximately 90% of US retailers include the use of Face-book in their promotions, and so should you. If you already have built-in followers on social media, you can use your channels to create patient engagement with your practice during the fall season. As with e-mail, you should start your Faccbook campaign early. Major brands begin their social media holiday promotions in September, followed by a big spike in mid-October. Campaigns take a dip in participation in mid-Novcmbcr. but activity spikes again from the end of November through the end of December. Space out your holiday social media campaign. Engage your patients by announcing upcoming special events and offers. Add eye-catching holiday images along with your status. Also, remember the "rule of thirds" guide to posting content that boosts social media fan engagement. Here is the breakdown: 1/3 Ads and Product Posts: These posts create awareness of the products and services that you offer and increase the recognition of your brand. Photos that directly feature your practice's sen ices and practice team members fall into this category. • 1/3 Editorial Content: These posts focus on educational content and lifestyle-enhancing messages that build patient loyalty and retention. Become the expert voice in your community by offering advice on how to keep the holidays healthy and stress free. 1/3 Fun: These posts make people smile! Engaging content, such as cartoons, quotes, and memes. helps with interactivity and reach due to rcposting. Patients simply love to pass these posts on to their networks. Along with Facebook. you can use Twitter to keep in touch with your patients by hosting "tweet chats." Tweet using a unique hashtag. such as #holidayhealth. #holidaywcllncss. #hcalthvblackfridav. or #chirocvbcnnondav. and invite \ our followers to discuss their thoughts and experiences with the other chat participants. You can also tweet special one-day offers leading up to the holidays. Tweet images such as your practice's holiday decor and your practice team, dressed in their Halloween costumes, enjoying an in-practice event. Instagram and Pinterest are other great venues to post patient-engaging images. You can post longer content—three minutes maximum length—in the form of holiday greeting videos to upload to your practice's YouTube or Vine account. Go Back to School Again Fall is a great time to hold school-centered promotions. A great way to build the awareness of your practice is to create branded clothing, such as T-shirts or polo shirts, with your practice's name. logo, website, and phone number. Fora small additional investment, you can hire college students to become your brand ambassadors by wearing your practice gear on campus and at campus events. Your practice gets the exposure while the students make a few dollars and get a cool-looking, free shirt. If there isn't a university in your area, you can reach out to the younger crowd. High school students can also help drive your autumn sales. Support Local Sports Your practice can sponsor local high school football games, which in some areas can be huge in the fall months. To get involved, first contact the schools nearby your practice. Large schools with wcll-dcvclopcd athletic programs typically have established sponsorship programs. Smaller schools are usually very willing to create one to accommodate your request. As a sponsor, you can post banners on the sidelines and pass out free branded T-shirts or water bottles to those who come to the games. Prcgamc time is the perfect chance to provide chair massages and screenings to meet and greet the attendees. Say "Thank You" Send paper or electronic Thanksgiving cards in the third week of November to your current and past patients. List a few of the accomplishments your practice has achieved during the > car. thanks to their support. Be genuine and be sure that your e-mail or cards stand out. This is not onlv vour chance to show your appreciation, but also an opportunity to nurture and foster your relationships. This is one of the times when having an up-to-date e-mail list is important. If you aren't collecting patients" e-mail addresses yet. what are you waiting for? Along with your thank-you note, consider including an offer that encourages your patients to bring a friend or family member to your practice. For example, you could offer a two-part coupon for a product or service. Make the coupon valid for 20% off. but if the patient brings in a friend, they both get 30% off their purchase instead. Remember to add a clearly marked expiration date so that it jumps to the forefront of your patients" minds for holiday shopping. Again, be sure to comply with any state and federal regulations concerning the discounting of professional services. Holiday Events and Open Houses If you have ample space in your practice, consider opening it up to local community organizations and groups as a meeting space. A great way to support your local school system is to offer space for a PTA meeting or to host study sessions for students during the week. There are mam great reasons to celebrate in the fall. Take the opportunity to schedule a holiday celebra- tion. party, or event for your patients and their friends. Don't let your imagination stop with the major holidays. Everyone pays attention to the big ones like Halloween. Thanksgiving, and Christmas, so why not take the opportunity to celebrate the smaller holidays as well. September has Grandparents Day. October has Columbus Day and Boss"s Day. November has Veterans Day and Black Friday. The fall holidays arc a wonderful time to get together with your patients. Keep the primary purpose of these events social so that people don"t feel as if you are only marketing to them. Make a brief mention of the products and services you provide, and if people are interested, they w ill schedule a visit or help you spread the word. If you make sure to use Faccbook and other social media sites to promote your event, your practice will ring in the holiday season with a minimum of stress and a sleigh full of success. Dr. Mark Sauna is a member of the Chiropractic Summit, the AC A Governor's Advisory Board and a board member of the Foundation for Chiropractic Progress. He is the president and C ''HO ofBreakthmugh Coaching (www.mybivakthrough.com 1-800-723-8423).
