When Growing Pains Feel Good
Williams Chiropractic was expanding into an additional office; therefore they needed to expand their customer base to be able to make it a profitable endeavor. The market for chiropractors while massive, is highly saturated.  When this is the case successful businesses must use creative techniques to gain potential customers attention.  Within a highly saturated market you have to find a way to stand out rather than to fit in. 

To do that I decided to take a different approach than other chiropractic firms had taken.  Instead of focusing on relief of symptoms like many offices do with slogans like “Get out of pain TODAY!” I thought it would be much more effective to craft a brand message that focused on prevention of painful symptoms instead.  To achieve this I created a plan that wasn’t just a quick fix, I created a solution for the long term. I focused efforts on educating consumers, not just selling to them. 

I used direct mail to create awareness, and created informative and educational booklets that helped maintain customer retention.  Williams Chiropractic marketing efforts were extremely successful and their transition in to their new location was a success.