Target Market

Determine key audiences you want to market to so your efforts are focused for best results.

Marketing

Identifying Your Target Market

Sometimes the most difficult question to answer is who will use your services. Ideally, everyone will flock to your practice and refer their friends. A more realistic approach is to target your message to a specific group that will be most interested in your practice.


Identifying your target market should take into account your mission statement and your situation analysis. Both can help you realistically target specific groups or individuals.

This doesn’t mean you’ll only provide care to these patients, but it will help you craft a message geared toward individuals you consider to be your target market.

You can begin by looking at demographics such as:

  • Gender
  • Age
  • Home or workplace location
  • Occupation
  • Activities (sports, etc.)

You may also want to consider who other chiropractors target in their marketing and find a different niche that would providean  additional growth opportunity for your practice.

Expand from there to think about your potential patients’ lifestyles.

  • Do they have a family? (if you want to market to parents with children)
  • Are they starting or expanding their family? (if you want to target pregnant women)
  • Do family members play sports? (if you focus on care for sports related injuries)
  • Do they drive by your practice on the way to/from work? (marketing based on proximity and ease of access)

Determine if there is sufficient opportunity for your target market. For example, if you choose to market to pregnant women in a community with a primarily older population, you may have to rethink your strategy.

Once you have a clearer picture of your target market, you can move on to developing your marketing goals.


The information in the NCMIC Learning Center is offered solely for general information and educational purposes. It is not offered as, nor does it represent, legal or professional advice. Neither does this information constitute a guideline, practice parameter or standard of care. You should not act or rely upon this information without seeking the advice of an attorney familiar with the specific legal requirements of the state(s) in which you practice. If there is a discrepancy between the site and an insurance policy you have with NCMIC, the policy will prevail.