Digital Coupons: What’s Old is New Again for Chiropractic Marketing & Advertising (and others too)

Enduring Coupon is New Again

It’s one of the oldest tools in advertising in America. The various forms of a coupon and coupon offers are well-established and often-used tools in chiropractic marketing and other healthcare products and services.  Over time, they’ve moved from print ads and free standing inserts to also include distribution via email and taking a bit of real estate on the practice website.

Generally, a good coupon—with a compelling offer—has been effective in chiropractic practices, as well as for vision care, optometrists, wellness centers, and other healthcare marketing including hospital programs and events.

While most of those marketing approaches are still viable (when they’re done right), the more recent iteration is as a digital coupon—a format that some research tells us is increasingly popular in the retail sector. One report has it that digital coupons grew 60 percent (overall) during the first nine months of 2010, although the health care portion was down over the prior year.

Now we’re finding that some doctors are experimenting with social media—where the digital coupon and healthcare offers are targeted to individuals using social websites such as Groupon, Foursquare, Scoutmob, and LivingSocial. Each of these online social  connections have their own way of working, but they all provide some form of coupon-like offer.

As an illustration, Groupon—one of the better know names since it’s been around for a couple years—is a subscription-based system. Daily emails alert subscribers to special offers available in the users area.

About 15 percent of the Groupon deals nationwide are for health care services, a company spokesperson said. “In the past year,” according to a published item last week, “Groupon has offered a growing number of deals for eye exams, teeth-cleaning and whitening, electrolysis and chiropractic services.”

The coupon, now in a digital and social format, has adapted with media changes. It’s an old concept that’s proven effective over the years. For chiropractic marketing and advertising, what’s old is now new again.

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.

Comments

Continue

Your proposal will include:



Competitor Intel

Recommendations

Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”


– Jonathan Calure, MD