A Little Bit Different
A chiropractor resetting expectations.
A chiropractor specializing in Chiropractic Biophysics (CBP).
The term 'chiropractor' presents a mental model for those who hear it. Perhaps for just a $10 copay, you too could see a chiropractor today! But CBP is a different animal that is not necessarily about instant gratification, but long term spinal health, and this kind of benefit comes with more of a premium cost.
What started out initially as a lead generation campaign, pivoted into a website overhaul with video content as its primary resource. The goal was to use video content as a portal to inform and differentiate, but also to repurpose as part of a larger content marketing strategy.
This education gave prospects valuable insight into the differences of their process (as compared to other chiropractors), and therefore set proper expectations for their prospective clients. And as with anytime you can present a more accurate expectation, your in-house closing percentages will improve.
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