Targeting Psychographics vs Demographics


You’ve probably thought about your “target audience” before. If you’re like most chiropractors, you ended up with a list of characteristics such as age, location, gender and other demographics. 

The problem: That doesn’t tell you anything about the real person you’re talking to. What you need for that are psychographics. 

Psychographics tell you all about the behavior and mindset of who you’re talking to, which allows you to figure out what messaging will attract them into your practice as a patient. 

In this episode, you’ll learn how to apply psychographics to your marketing so you can reliably fill your practice with patients you love to work with–instead of hoping for appointments with random people

Show highlights include: 

  • The 5 things that make up most psychographics–and how you can use them to optimize your marketing messaging. (4:35)

  • How to find a crowd of your favorite patients after you’ve figured out their psychographics. (7:35)

  • 3 steps to turning your list of psychographics into patients in your practice. (10:10)

  • The 3 types of problems your marketing needs to talk about so it connects with prospects and turns them into patients. (12:40)

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About the author, Kevin

Dr. Kevin Christie is a Chiropractic Physician and Certified Ergonomic Assessments Specialist (CEAS II) who dedicates himself to treating his patients’ symptoms and physical dysfunctions, whether it’s a professional athlete, a weekend golfer, or an office worker. 

Dr. Christie received his B.S. degree from the Florida State University in Exercise Physiology and was an assistant strength & conditioning coach for FSU athletics. His education and desire for learning continued at Logan College of Chiropractic in St. Louis where he received his Doctor of Chiropractic and Masters In Human Biology degrees. 

Dr. Christie is currently the CEO of Health-Fit Corporate Wellness which provides On-Site Chiropractic and Ergonomics for corporations such as Royal Caribbean, ADT Security, Tyco Integrated Systems, World Fuel Services, Strategic Coach, Frito-Lay, and others. 

In 2016 he launched The Modern Desk Jockey Podcast, which provides healthy solutions for the desk worker. 

Dr. Christie has been the Chiropractic/Sports Medicine Physician for multiple football academies in South Florida. He is currently the Sports Chiropractor for XPE Combine Prep Program in Boca Raton, FL. This role includes treating the college football players during the NFL Combine Prep Program and the NFL Combine in Indianapolis. He also has worked on over 500 NFL, MLB and NHL players for these strength & conditioning companies during their off-season Pro NFL/MLB programs.

In November 2009, Dr. Christie was appointed by Governor Charlie Crist to the Board of Athletic Trainers as the Chiropractic advisor. This appointment is through the year 2017 and will include working with and advising the Board of Athletic Trainers on maintaining and improving the quality of care for Certified Athletic Trainers in the state of Florida.

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