In chiropractic practice building, knowing how to address both demographics and psychographics can make all the difference in marketing to the right patients.
Are you clear on the difference between demographics and psychographics—and how to use both in your marketing strategy for chiropractic practice building?
Here’s a breakdown of these basic concepts and how to apply them to your own promotional strategies.
In short, demographics are facts that describe characteristics of your current patients as well as prospective ones. These facts are things like gender, income level, age, marital status, education level, occupation, homeowner status, age and gender of children in the home, and location of the home and/or workplace. These are external facts that we can easily see and quantify.
On the other hand, psychographics are more difficult to discern because they are based on patterns of behavior. This means that psychographics are actually very valuable in chiropractic practice building, because they look at the psychology of your current and potential patients. Psychographics can include things like hobbies, buying patterns, lifestyle choices, political leanings, and personal values.
If you want to know WHO pays for your services, look at demographics. If you want to know WHY they do it—and for the purposes of chiropractic practice building, you definitely want to know this—then psychographics will be even more helpful.
Demographic information is relatively easy to obtain. For psychographics, though, you’ll need to interact directly with your target market to learn about their attitudes, buying choices, and lifestyle preferences. You can start by surveying your current patients, who can provide a wealth of information about why they continue to choose your chiropractic office over other options.
When you have psychographic data, you’ll have a very powerful tool for chiropractic practice building. It’s nearly useless to collect demographic data about your target market if you don’t also take a close look at the psychology of patients’ decision-making. Think about the difference between knowing how many current patients have referred others to your practice, and knowing precisely WHY they chose to do so.
An effective mix of demographics and psychographics allows you to tailor your marketing strategy to a specific group of people and to make sure your promotional messages address the particular needs of those people. And that means they are far more likely to become patients at your practice. That’s the bottom line in chiropractic practice building.