Recently, I was contacted by Rod Campbell, the marketing director for ChiroHosting, a company dedicated to helping chiropractors build websites and market themselves on the Internet.
As chiropractors, we face an uphill battle in getting our message out to the general public. Rod has taken on a mission of helping chiropractors change this.
As a fan of blogging and social media myself, I can appreciate what ChiroHosting is offering, and I would actually suggest them to someone looking into building up their website but have no idea where to start.
Rod was gracious enough to answer some questions for The Atlas of Life. Enjoy!
Dr. Brandon Harshe: How did you first learn about Chiropractic?
Rod Campbell: “In my spare time I’m an actor and a stunt-guy, believe it or not. A couple of years ago I was playing Charles the Wrestler in Shakespeare’s As You Like It. There was a big fight scene that involved a 15′ vertical fall that lead into a very complicated wrestling maneuver. During the final dress rehearsal, the move went wrong. I made the jump, started the move, and was given too much momentum by my stunt partner. It resulted in me headplanting, at a dead-run, into a wooden staircase. I spent the night in the hospital being stitched back together and recovering from a pretty serious concussion but had to recover enough to perform on opening night (and the following 15 shows). The injury screwed up my neck and made opening night an excruciating, so a friend recommended chiropractic. Within a few days of intensive treatment, I felt like a million bucks- it was incredible! Needless to say, I’m now a fan.”
Dr. Brandon Harshe: How did you get into marketing on the internet?
Rod Cambell: “My internet marketing career is a relatively new phenomenon. I started as a political consultant and eventually ended up managing a congressional campaign when I was 16 years old. That created a bit of a buzz and lead to all kinds of interesting gigs: lobbying congress, advising a governor, and developing a couple of non-profits. Then college interrupted my momentum. I majored in International Studies, which was pretty much an excuse to travel the world. All-in-all, I ended up studying in 27 countries and began to realize how amazingly similar we all are. No matter what language we speak, what country we’re raised in, or what religion we profess- people all need the same things and, at their core, have the same desires. Marketing is simple when you understand the hierarchy of human needs and wants.
Mike Melton, the owner of Chirohosting, contacted me while I was studying in Donegal, Ireland to let me know a position had just opened up in his company. We scheduled an interview when I returned home and the two of us hit it off really well. The environment at Chirohosting is amazing- the company fosters innovation, works efficiently, and has a spectacular view. Mike was looking for a bold, innovative, young marketing director who could lead the company in new directions. It’s any young entrepreneur’s dream job.”
Dr. Brandon Harshe: Where do you suggest a chiropractor begin when starting an online marketing campaign?
Rod Campbell: “First off, be very cautious about “online marketing services”. Unfortunately, there are hundreds of scam artists and snake oil sellers trying to take advantage of chiropractors. There are also dozens of well established companies that provide chiropractic marketing services for exorbitantly inflated prices. My best advice is this: avoid anyone who offers quick or guaranteed results, or claims to know a “secret” that nobody else does. Honestly, even if you’re not a “tech” person, you can still do 80% of your own chiropractic marketing, website design, and social media development. I’m developing a free chiropractic marketing library right now, through Chirohosting. I’ll be writing 3-4 articles per week and uploading 8 how-to videos per month. I’m encouraging chiropractors to contact me with their concerns or marketing questions, that way I can produce content specifically designed for their needs.
What makes this service unique is that there aren’t any gimmicks and I’m not selling anything. It’s just a free service. My philosophy is: if I go out of my way to support chiropractors by providing exceptional quality content for free, they’ll want to hire us. It’s a simple and amazingly successful strategy. It’s basically “spread good karma, receive good karma.”
Dr. Brandon Harshe: What is the best online marketing tool a chiropractor can use?
Rod Campbell: “Facebook and a well designed website. Those two resources can easily double your patients, if you know how to use them. Unfortunately, 80% of chiropractic websites a horribly designed. They’re crammed full of gizmos and links and look unprofessional. Here’s an example of a well designed website. It’s easy to navigate, simplified, personal, and the website design feels professional. It has some very powerful devices, like the How Chiropractic Works widget, but it doesn’t feel chaotic or overwhelming.
Your next best tool is Facebook, a social media site with over 450 million active users. Creating a Facebook profile is a free and easy way to promote your chiropractic practice. If used correctly, it can be your best resource. I usually tell chiropractors to think of Facebook like a giant dinner party. Nobody like the guy who runs around the party trying to sell something- in fact, most of us would throw him out. Don’t be that guy. Instead, become a valuable resource to the community by providing well-written educational material and offering it to people who are in pain. Become a valuable resource and a respected expert- not an annoying spammer.”
Dr. Brandon Harshe: Can you tell us about ChiroHosting? What is your role there?
Rod Campbell: “As Marketing Director, most of my job involves developing marketing content, fostering relationships with chiropractors and chiropractic professionals, and helping our clients develop successful marketing strategies. It’s a fun and fast-paced job that benefits a great cause. The company itself was founded in 1999 by Mike Melton, a published author and expert on whiplash injuries. Over the last year, the company has grown dramatically and is now branching into chiropractic marketing and social media services. It’s an exciting time to be their marketing director!”
Dr. Brandon Harshe: What is it like working with and teaching chiropractors about blogging and social media?
Rod Campbell: “It can be difficult because there are a lot of misconceptions about the internet, largely propagated by scam artists. My biggest challenge is undoing that damage and restoring the reputation of internet marketing experts. We’re not all shady con men! I often get a negative reaction from chiropractors when I’m first helping them out because they assume I’m trying to sell something. They’re usually a bit shocked when they realize I’m going out of my way to help them and not asking for anything in return. Our existing clients love us though and they’re a blast to work with. We have a few clients who are really new to the internet- in fact, we just taught one of them how to use email. Whether I’m helping someone turn on their computer or setting up a complex long-tail marketing campaign, it’s always fun.”
Dr. Brandon Harshe: Do you have future projects or ideas planned as they pertain to chiropractic and blogging/social media?
Rod Campbell: “Loads of them! In fact, we’re designing some social media applications that will revolutionize chiropractic marketing. I know that everybody uses the word “revolutionary” but our projects really are amazing. Right now they’re being beta-tested and cleaned up for official release in mid-August. We’re also working on a new website called TalkChiro, which will link chiropractors to new patients. Think of it as a social media website for chiropractic. On top of all that, we’re developing dozens of new widgets for our client’s websites- which will give chiropractors access to huge libraries of customizable chiropractic content. Obviously, we never sleep.”