Posted by Matthew Loop | 11 Comments
I’ve had quite a few chiropractors email me, asking my my thoughts on Groupon and why I’ve never formally recommended it on this blog. I wanted to shed some light on this today and provide some points you must consider before advertising on coupon networks as a whole.
Let me start by going over the obvious. Groupon is a big “deal” network. As a consumer, you sign-up to get discounts on products and services in your local area.
The first question I recommend asking yourself is this. “Am I really looking to attract this type of patient / customer into my office?” You already know their mindset and their loyalty is only to one thing… PRICE!
This is the major reason I’ve never formally recommend Groupon to my Social Media Elite or personal coaching clients. As I’ve come to realize the true value of my services and what I provide, along with the strong referral network I’ve built, I’ve positioned my services to I don’t need to discount in this way.
Can Groupon help your practice?
The truth is, it can in terms of exposure and more patients. Is it likely you’ll start-up 50-100 new “quality” new patients, though? Absolutely not.
I’ve had 5 of my clients that mentioned they were accepted into Groupon. From those, only one said they would do it again! I got to help them track each of their campaigns, too.
When the offer drops, you get the initial surge of cash, which is nice. However, you must now fulfill and deal with people that are only interested in a one time cheap offer.
If you don’t have VERY strong conversion procedures in your office, you’ll be S.O.L pretty quick. Yes, you’ll get a lot of foot traffic, but you’ll probably have very few sign-on for a care plan.
Should you choose to still pursue a Groupon or LivingSocial listing, you need to think about being able to scale in size fast.
If you’re enticing people into your office with a discounted massage, do you need to bring-on a couple more contracted therapists to meet the short-term demand? The last thing you want to do is not be able to deliver on your offer because of being under-staffed.
You might say, “Well this is free, what have I got to lose?”
Ultimately, you have to decide if it’s worth the time, energy, aggravation, and effort that follows based on the type of patient coupon networks attract.
Ask yourself if you really want to position your office this way (like Walmart) in the local market or do you want to be known as the “Mercedes” of chiropractic offices in your area.
Definitely give it serious thought before jumping the gun.
Consider this, instead of offering a discount on price, why not just stack-on more value to what you’re offering at your normal fee schedule. You’ll get better patients / customers that actually value your service if you do this, rather than being one of those flaky types just looking for a hand-out.
If you’re interested in discovering how to best position yourself in your city to be the leader, check-out my personal coaching program. Positioning is one of the first things we cover since it’s the MOST important factor that determines how much people will pay for your service.
I’d love to hear your thoughts on this topic. Leave a comment below and voice your opinion
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