Bryan Citrin was working in the digital marketing industry but looking for opportunities to strike out on his own when he realized that a potential business idea had been staring him in the face for years. Both of his parents and his uncle were chiropractors, and his father had purchased the domain ChiropracticAdvertising.com in 2003. “My dad ran TV, radio, and newspaper ads for himself, and he had a lot of resources and knowledge about what works,” says Citrin. Dr. Citrin’s intention was to market his knowledge to others in his field, but, says Bryan, “it never really transitioned to the digital era.” In 2016, he says, he finally decided to “take the brand that my parents had started and build something incredible around it that could really help a lot of chiropractors and doctors.”
There was another motivating factor as well. Citrin had been volunteering and raising money for a village in Haiti for years (when we caught up with him, he was about to take his twenty-third trip to Haiti). “I knew that if I started a business that was successful, I would be connected to other successful people and I could influence those people to help Haiti but also use my own resources to give and help Haiti,” he says.” So he started Chiropractic Advertising — an advertising agency in a very specialized niche, but one that Citrin says is “very sought after in the digital marketing industry. Chiropractors need to advertise to grow their practice. If they don’t advertise, they can’t scale as effectively because they’re just relying on referrals, and chances are they’re not at capacity.”
Citrin, who has contributed content with Forbes Councils and plans to write more, says that his Forbes Agency Council web page has helped him with name recognition, and with SEO rankings as well.
Citrin started by doing some advertising for his uncle, a Missouri chiropractor. “We were able to get him new patients using online strategies,” he says. “Then he referred me to another friend and he was successful, and it was a snowball effect. I started running ads as well and now I have clients all across the country.”
But Citrin quickly discovered that for many of his clients, there was an unexpected downside to success. “I figured if you get them more patients and make them more money, they’re going to be more successful. But I learned that a lot of these chiropractors do not have the proper systems set up,” he says. “And that’s how we transitioned into coaching as well. You have to make sure that they can handle the influx of business, and that you even coach them on systems such as how to help patients more effectively by offering care plans and even offering financing.” Now, says Citrin, he’s a bit more selective about taking on clients, opting for those with whom he can build sustainable long-term relationships.
His biggest challenge: overcoming skepticism from potential clients who may have been disappointed by other agencies. “When they finally meet with me, they may have been burned five times, and they don’t think it works. And even though we have a proven model that’s comprehensive, they don’t necessarily believe that we can help them.” Citrin addresses that concern with free online training videos that he says go a long way toward convincing potential clients that his company has deep experience and knowledge of the industry.
Since joining Forbes Agency Council a year and a half ago, Citrin says he’s benefited by networking on the Council’s private online forum. Recently, a fellow council member facilitated an introduction that connected Citrin to an entrepreneur with a business in a similar niche. “That conversation allowed me to think bigger for my agency,” he says. The two talked about strategies that Citrin hopes to implement in his own company.
Since the industry is so competitive, it’s important that a company ranks high on search. Citrin, who has contributed content with Forbes Councils and plans to write more, says that his Forbes Agency Council web page has helped him with name recognition, and with SEO rankings as well. Before joining the council, his company was not the top-ranking result in a search for “chiropractic advertising” even though he owned the domain name chiropracticadvertising.com. “In a Google search of chiropractic advertising, right now I’m the first website that pops up,” says Citrin.
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