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Preventative Care Marketing That Works · The Clinic Marketing Podcast | Local SEO & Healthcare Online Marketing Tips for Clinic Owners & Wellness Providers

• 0:25
  Speaker: Hey there.
• 0:26
  Speaker: It's Darcy Sullivan from Propel Marketing and Design, and you're listening to the Clinic Marketing podcast.
• 0:33
  Speaker: Today we're talking about preventative care marketing, meaning how to attract the kinds of patients who want to stay ahead of issues, not just react when something hurts.
• 0:49
  Speaker: We're also talking about forward thinking content because.
• 0:54
  Speaker: If your marketing only speaks to people who are already in pain, you end up with a business that feels more like a revolving door.
• 1:05
  Speaker: New patients crisises quick fixes.
• 1:09
  Speaker: They disappear and repeat Preventative care.
• 1:13
  Speaker: Marketing helps you build something steadier.
• 1:17
  Speaker: It grows your clinic with patients who value consistency.
• 1:22
  Speaker: Who show up for plans and who are more likely to refer you to other people that you would probably want as your patient?
• 1:33
  Speaker: So in this episode, I'm gonna break down why preventative health content works so well.
• 1:40
  Speaker: What to say when someone feels fine and doesn't think they need you, and a simple content strategy you can put on autopilot without posting every day.
• 1:53
  Speaker: Okay, let's jump in.
• 1:59
  Speaker: Most clinic marketing is about pain.
• 2:03
  Speaker: For example, with chiropractors, it's back pain, neck pain, headache, sciatica, injury, recovery, stress.
• 2:11
  Speaker: And this makes sense because pain creates urgency.
• 2:16
  Speaker: But there's another huge group of people that want you and they're not being spoken to.
• 2:24
  Speaker: These are the people who sit a lot and know it's catching up with them.
• 2:30
  Speaker: They're active and they wanna stay active.
• 2:33
  Speaker: They're juggling kids and work and feel a little off, but not broken enough to say, ouch, I'm in pain.
• 2:42
  Speaker: I need help right now, they're starting to notice stiffness, tension, or small reoccurring issues.
• 2:52
  Speaker: They've tried to ignore things and they don't want it to turn into a bigger problem, so they're aware.
• 3:02
  Speaker: They're just not urgent, and because they're not urgent, they need a different message.
• 3:08
  Speaker: Preventative care marketing is how you reach this group of people.
• 3:14
  Speaker: Now, when I say preventative care marketing, I'm not saying you should promise.
• 3:20
  Speaker: To prevent everything or make big claims.
• 3:24
  Speaker: I'm talking about marketing that positions your clinic as the place people go to, to stay ahead of flareups, maintain function and mobility, recover well, and reduce the chance of repeating the same cycle where they feel better in day-to-day life.
• 3:44
  Speaker: They get a plan, not just a temporary fix.
• 3:48
  Speaker: Preventative marketing is about what happens between those crisis moments.
• 3:55
  Speaker: It's the bridge between I'm in pain help and I want to feel good long term.
• 4:02
  Speaker: And for clinics, it can be one of the fastest ways to improve your retention.
• 4:08
  Speaker: Payment plan, acceptance, referrals, and overall stability in revenue because you're not depending on those emergency.
• 4:18
  Speaker: Ouch.
• 4:19
  Speaker: I'm in pain type instances to get bookings.
• 4:25
  Speaker: Let's talk about why this content performs well.
• 4:30
  Speaker: Preventative content works because it taps into three powerful patient motivations.
• 4:37
  Speaker: Motivation number one, people want control.
• 4:40
  Speaker: When someone is dealing with recurring issues, even mild ones, they want to feel like they can do something about it.
• 4:48
  Speaker: Content that gives them a clear plan makes them feel empowered.
• 4:58
  Speaker: Motivation driver number two, people want reassurance.
• 5:01
  Speaker: A lot of people feel a symptom.
• 5:04
  Speaker: And wonder, is it normal?
• 5:06
  Speaker: Is this something I should worry about, or am I just overreacting?
• 5:10
  Speaker: Preventative content explains what to watch for and what to do next.
• 5:17
  Speaker: This builds trust, fast, and motivation.
• 5:20
  Speaker: Number three, people want to avoid the spiral.
• 5:24
  Speaker: Most people have experienced the spiral.
• 5:28
  Speaker: I'm sure you have.
• 5:29
  Speaker: I know I have.
• 5:31
  Speaker: They ignore it.
• 5:32
  Speaker: It gets worse.
• 5:33
  Speaker: Life gets harder.
• 5:34
  Speaker: Then it becomes a bigger deal than it needs to be.
• 5:38
  Speaker: Preventative content is basically saying, let's not do that this time.
• 5:43
  Speaker: Instead, let's make a plan and take better action.
• 5:48
  Speaker: The biggest mistake clinics make when they market prevention.
• 5:52
  Speaker: There's a few of these, so I wanna go into what you should avoid.
• 5:57
  Speaker: So here's not what, here's what not to do.
• 6:01
  Speaker: The mistake is creating content that's too generic.
• 6:04
  Speaker: I'm sure you've seen it and it looks like stretch more, drink water, get better sleep.
• 6:11
  Speaker: I could like to call these like the baby breath of the bouquet and flowers'cause they're just filler and they really do nothing.
• 6:22
  Speaker: And in fact, I've seen a lot of these, especially if people are relying on a social media company that just puts together generic content or blog posts that are generic content.
• 6:35
  Speaker: We don't want that generic content.
• 6:39
  Speaker: None of this is wrong, but it is not positioning you as the obvious next step.
• 6:48
  Speaker: You want preventative content that connects the dots.
• 6:53
  Speaker: Here's what you might be noticing.
• 6:55
  Speaker: Here's why this is happening.
• 6:57
  Speaker: Here's what you can do at home, and here's when it's time to get professional help.
• 7:03
  Speaker: That last part.
• 7:04
  Speaker: Here's when it's time to get professional help.
• 7:07
  Speaker: That is what turns content into patients.
• 7:10
  Speaker: Now, when we're talking about content, we're talking about social media content, we're talking about blog content, we're talking about general content On your website, we're talking about email marketing, and we're talking about video marketing.
• 7:28
  Speaker: So.
• 7:29
  Speaker: Let that kind of float around as you start to come up with ideas.
• 7:35
  Speaker: Now, let's go into how to give your content framework that is easy to repeat.
• 7:44
  Speaker: And I like to call this the preventative content pyramid because it has three levels.
• 7:51
  Speaker: Level one, this is the awareness content for the.
• 7:57
  Speaker: I'm fine audience.
• 7:58
  Speaker: This content is for people who are not searching for care yet.
• 8:04
  Speaker: They're thinking, I'm fine.
• 8:07
  Speaker: I'm just tired.
• 8:08
  Speaker: It's normal, it'll pass, or I'm fine.
• 8:13
  Speaker: Ooh, I woke up with my hips, feeling a little off.
• 8:15
  Speaker: It'll just pass.
• 8:17
  Speaker: You know the examples that probably pertain to what your clinic offers.
• 8:25
  Speaker: But your job is to help them notice patterns, topics could sound like signs.
• 8:32
  Speaker: Your desk job is affecting your body even if you're not in pain.
• 8:37
  Speaker: Now, that would make a great blog post video or social media post, and I'm sorry if you can start to hear the dog barking in the background, but.
• 8:50
  Speaker: This is life and we continue.
• 8:54
  Speaker: Some other topics might include,
• 8:56
  Speaker 2: if your back tightens up every weekend, here's what that can mean.
• 9:01
  Speaker 2: The difference between normal soreness and a problem that keeps returning, why your neck gets tight after travel and what you can do before it turns into a flare up.
• 9:13
  Speaker 2: The goal here is not to sell, it's to create self recognition because once somebody recognizes themselves, they keep watching.
• 9:25
  Speaker 2: We're reading.
• 9:26
  Speaker 2: The level two is educational content.
• 9:30
  Speaker 2: The I want a Plan Audience.
• 9:34
  Speaker 2: This is where you teach.
• 9:35
  Speaker 2: This is where you explain what's going on, what contributes to it.
• 9:41
  Speaker 2: And how to improve it.
• 9:43
  Speaker 2: These topics could sound like the three biggest reasons people keep getting the same flareups, or how to build a routine that supports your mobility in 10 minutes a day.
• 9:59
  Speaker 2: What to do when you're active, but you keep tweaking the same area or.
• 10:05
  Speaker 2: How stress shows up physically and what supports recovery.
• 10:11
  Speaker 2: This is where you position your clinic as the guide.
• 10:15
  Speaker 2: This leads us to level three.
• 10:17
  Speaker 2: This is action content for the I Am Ready audience.
• 10:22
  Speaker 2: This is where conversation happens.
• 10:25
  Speaker 2: This content gives you a clear next step.
• 10:27
  Speaker 2: Topics sound like when to come in and when to wait it out.
• 10:34
  Speaker 2: What to expect at your first visit if you want a preventative plan, the difference between a quick fix and a long-term plan, how we build preventative care plans and who it's best for this level is what turns interest into booked appointments.
• 10:56
  Speaker 2: Now let's make this practical.
• 10:58
  Speaker 2: Here's a simple monthly strategy.
• 11:01
  Speaker 2: If you're interested in.
• 11:04
  Speaker 2: Connecting with this audience each month create one core topic.
• 11:10
  Speaker 2: That core topic becomes.
• 11:13
  Speaker 2: A long, detailed blog post, a video, maybe three short posts on social media and one email.
• 11:22
  Speaker 2: So you're not consistently inventing content, you are repurposing.
• 11:28
  Speaker 2: And if you're interested in learning more about repurposing, we've got tons of articles on Propel your company.com that goes into detail about.
• 11:37
  Speaker 2: How to repurpose content, and I'll link some additional of my favorite pieces of content about repurposing in the show notes.
• 11:48
  Speaker 2: So step one, pick one preventative theme for each month.
• 11:52
  Speaker 2: Maybe it's mobility and stiffness, stress and tension, posture and desk setup, recovery after workouts, reoccurring headaches.
• 12:02
  Speaker 2: Seasonal routines like gardening or traveling season or something related to winter.
• 12:08
  Speaker 2: Step two, build one core piece of content.
• 12:12
  Speaker 2: This is your anchor piece.
• 12:14
  Speaker 2: Now, depending on your personality, the resources that you have, some people prefer to start this piece of content as a long form video.
• 12:26
  Speaker 2: While others prefer to start it as a long form blog post, either way, do what feels comfortable for you.
• 12:36
  Speaker 2: If you're doing a video, we suggest that it be between seven to 10 minutes.
• 12:41
  Speaker 2: Remembering that you can also break that down into shorter clips, and if you are doing a blog post, suggest that it be between 900 to 1200 plus words.
• 12:54
  Speaker 2: Now note here, do not, do not, do not, do not, do not, do not reply solely on an AI source to create this content.
• 13:05
  Speaker 2: And if you're looking for more resources on the correct way to use AI resources like Chat, GPT, rock Perplexity and More, please check out the resources.
• 13:16
  Speaker 2: But what you're not doing is just going to chat GPT and asking it to do this for you.
• 13:22
  Speaker 2: So now that we've cleared that up, let's talk about the structure so you could structure it like this, what people notice, why it happens, what they can do at home, when professional care helps, and then what to expect when they come into your clinic.
• 13:38
  Speaker 2: Super simple.
• 13:41
  Speaker 2: From there, you can create short posts.
• 13:44
  Speaker 2: These can include.
• 13:46
  Speaker 2: Facts versus myths or checklists or one minute, try this first tips, or if this sounds like you, scenarios very, very simple here.
• 13:56
  Speaker 2: And then you can also do step four, which is send an email.
• 14:02
  Speaker 2: Your email can be sent.
• 14:04
  Speaker 2: Your email can be simple.
• 14:06
  Speaker 2: It can be.
• 14:07
  Speaker 2: It can include a relatable opener, one key insight, a link to the blog or video, and then a call to action to book an appointment.
• 14:16
  Speaker 2: This is an easy, sustainable plan.
• 14:19
  Speaker 2: It keeps you consistent without posting every day.
• 14:21
  Speaker 2: And what I like about this is it really layers in nicely with whatever plan you currently have that is most likely targeting some of those, ouch.
• 14:34
  Speaker 2: I'm in pain right now.
• 14:36
  Speaker 2: Pieces of content that you're putting together.
• 14:38
  Speaker 2: 'cause you want to be able to monthly, ideally have a little bit of both.
• 14:44
  Speaker 2: Now let's talk about the wording that helps preventative care.
• 14:50
  Speaker 2: Content convert.
• 14:51
  Speaker 2: See a lot of clinics, marketing, preventative care, sound like a subscription people are getting pressured into.
• 15:01
  Speaker 2: They don't want that.
• 15:04
  Speaker 2: People don't want to feel like they're gonna have to commit to you for the rest of their life so what do we do instead?
• 15:10
  Speaker 2: We want it to sound like a plan, a check-in a tuneup, a strategy, or a proactive approach.
• 15:19
  Speaker 2: Here are some call to action phrases that tend to work.
• 15:24
  Speaker 2: Request a preventative care consult book, a movement and mobility assessment.
• 15:31
  Speaker 2: Schedule a wellness plan visit.
• 15:34
  Speaker 2: Ask us what a preventative plan would look like for you.
• 15:39
  Speaker 2: Now, sheriff, if this is for you, send us a question.
• 15:43
  Speaker 2: Notice how those really reduce the pressure.
• 15:45
  Speaker 2: They don't sound salesy.
• 15:47
  Speaker 2: They sound like an invite to take an action.
• 15:51
  Speaker 2: Again, without sounding salesy.
• 15:54
  Speaker 2: Let's do a few quick examples so you can see how this plays out.
• 16:00
  Speaker 2: Example one, the desk job professional.
• 16:05
  Speaker 2: They feel stiff, not entered.
• 16:08
  Speaker 2: Your content says, if you feel tight every day at 3:00 PM you're not aging.
• 16:14
  Speaker 2: It's a pattern.
• 16:15
  Speaker 2: Here's what causes it, what to do at home, and when a simple plan can stop it from becoming a flare up.
• 16:25
  Speaker 2: Wow.
• 16:25
  Speaker 2: I just read that and I can relate to it instantly.
• 16:30
  Speaker 2: Instantly.
• 16:31
  Speaker 2: I feel like that's talking to me and it's not.
• 16:35
  Speaker 2: A chiropractor, for example, asking me to commit to a huge plan is just, wow.
• 16:42
  Speaker 2: I can relate to that.
• 16:43
  Speaker 2: All right, let's look at two more examples.
• 16:48
  Speaker 2: The next example is of an active adult, a work out.
• 16:53
  Speaker 2: They want to stay strong, but sometimes something keeps acting up.
• 16:59
  Speaker 2: Your content could say.
• 17:01
  Speaker 2: If you keep tweaking in the same area, it's usually a signal.
• 17:06
  Speaker 2: Your body is compensating.
• 17:09
  Speaker 2: Here's how to spot it, what to adjust, and how to build a plan that supports performance and recovery.
• 17:17
  Speaker 2: Now remember as I'm reading these.
• 17:20
  Speaker 2: I am not a clinic owner.
• 17:22
  Speaker 2: I come purely from a marketing background, so you obviously need to put your own doctoral spin on any of these examples that I'm giving.
• 17:32
  Speaker 2: And the last one is, let's look at a busy parent example.
• 17:36
  Speaker 2: They carry kids sit in carpool lanes and they probably wake up tight and tent.
• 17:42
  Speaker 2: Your content could say, you don't have to wait until it becomes a big thing.
• 17:47
  Speaker 2: Here's a simple routine.
• 17:49
  Speaker 2: Here's how we support you with a plan that fits your schedule.
• 17:53
  Speaker 2: Again, these are simple, but they speak to the identities and the lifestyles, not just the symptoms.
• 18:00
  Speaker 2: Now, let me be clear.
• 18:02
  Speaker 2: I love content that speaks to the symptoms I do because when people are in pain, they want a solution.
• 18:08
  Speaker 2: Now.
• 18:09
  Speaker 2: Again, this preventative care marketing should be in addition to you marketing to those people that are in pain right now.
• 18:19
  Speaker 2: Preventative care marketing doesn't always spike the same way as pain content, but it builds strong momentum.
• 18:30
  Speaker 2: So here are a couple things you wanna track new patients who say, I've been following you for a while.
• 18:37
  Speaker 2: If you are receiving more acceptance when it comes to booking plans,.
• 18:42
  Speaker 2: If you start to see fewer one and done patients, if you're getting higher referrals and a steady increase in website traffic to educational content, you know, one thing we didn't even talk about was all the SEO juicy goodness that you get when it comes to putting together content like this.
• 19:04
  Speaker 2: It will help with your website ranking.
• 19:06
  Speaker 2: It will help with AI searches when people are looking for solutions to things before they feel like it's at that pain point level where they have to take an action.
• 19:18
  Speaker 2: Also, if people come in and they start using words like, I wanna stay ahead of this and mention that they've seen your content, man, then you know, you've really nailed it.
• 19:29
  Speaker 2: All right.
• 19:30
  Speaker 2: Let's do a quick recap.
• 19:32
  Speaker 2: Preventative care marketing helps you attract patients who want a plan, not just a quick fix.
• 19:39
  Speaker 2: Forward thinking content works because it builds self recognition, trust and confidence.
• 19:46
  Speaker 2: Use that preventative content pyramid that we talked about, which included the awareness content, educational content, and action content, and keep it simple with one monthly theme.
• 19:59
  Speaker 2: That you repurpose into a blog or a video, few social media posts and email, and if you wanna build a preventative care content plan around your actual services and the questions your patients ask the most, that is something we do all the time.
• 20:22
  Speaker 2: Feel free to visit propel your company.com and book a discovery call and see how we can assist you in your website, in your SEO and in your overall content marketing plan.
• 20:34
  Speaker 2: Thanks so much for listening today, and I'll catch you in the next episode.