As doctors of chiropractic, there are so many day-to-day tasks in just running a successful clinic that take away time and the ability to focus on underlying issues. Much like many patients, who overlook their symptoms, chiropractors and other healthcare professional business owners, don’t always understand their digital assets.
The Cost of Renting Your Digital Presence
Many chiropractors opt for subscription-based models for their websites and online presence, believing it to be a cost-effective solution. However, this approach can have significant hidden costs. Renting your digital assets means that you never truly own your online presence. If you decide to switch providers or cancel your subscription, you could lose your entire online footprint, including patient data, reviews, and SEO rankings that you’ve worked hard to build. This not only affects your current operations but also the long-term value of your practice.
The Value of Ownership
Owning your website and other digital assets allows you to fully harness the value of the traffic they generate. Forbes recently noted that ”43% of small businesses look to invest in their website,” and for good reason; a well-designed, patient-optimized website can significantly boost new patient acquisition, turning visitors into loyal patients and enhancing your clinic’s reputation online.
Additionally, owning your digital assets adds to the resale value of your clinic. Prospective buyers will view your established online presence as a valuable asset, making your clinic more attractive and potentially increasing the sale price.
4 Steps Chiropractors Can Take Today to Secure Their Future
1. Own a Patient-Focused Chiropractic Website
Why: Owning a website that is specifically designed to meet the needs of your patients ensures that your practice’s online presence is tailored to providing the best patient experience.
How: Invest in a custom-content driven website that prioritizes patient information, ease of use, and engaging content. Ensure it reflects your clinic’s services and focuses on treatments and exercises your patients will re-visit. Keeping them in your ecosystem is paramount.
2. Maintain Full Control Over Content Management
Why: Controlling your website’s content allows you to update information, post relevant articles, and share patient resources without relying on third-party services.
How: Use content management systems (CMS) like WordPress, where you can easily manage and update your website’s content. Have your developer create simple yet stunning templates that you can utilize easily and quickly.
3. Understand Your Website Traffic and Retarget Potential Patients
Why: Knowing how visitors interact with your website helps you tailor your marketing strategies and engage potential patients effectively.
How: Utilize tools like Google Analytics to track and analyze website traffic. Use retargeting ads to reach visitors who have previously interacted with your website but haven’t yet become patients.
4. Implement Strong Security Measures
Why: Protecting your digital assets from cyber threats is crucial for maintaining patient trust and safeguarding sensitive information.
How: Use SSL certificates for secure connections, implement regular backups, use strong, unique passwords, and consider professional security services to monitor and protect your website.
Conclusion
Don’t let the convenience of a subscription model deter you from securing the long-term value and control of your chiropractic practice. By owning your digital assets, you not only save money but also protect and enhance the resale value of your clinic. Take the first step towards ownership and see how it can transform your practice. Remember, your clinic’s website is digital real estate – don’t rent, own!
Scott Ballam is managing director at Reason 2 Design, specializing in helping healthcare professionals establish a strong digital presence. With a passion for empowering businesses to take control of their online assets, Scott and his team has successfully assisted numerous clinics in achieving their digital marketing goals boosting resale value to those who have sold along the way.
References
“Why Owning Your Website is Essential for Your Practice,” Reason 2 Design,” accessed Jan 22, 2024.
“Top Website Statistics 2024,” Forbes, June 4, 2024.
