A short talk by Jeff Langmaid contrasting B2C and B2B marketing for chiropractic practices, arguing that tactics like consumer coupons are inappropriate for B2B channels (e.g., sending coupons to MDs) and emphasizing the need for research to develop effective B2B strategies.
So, yeah, there's a different way you're going to communicate and ultimately market your practice. B2C versus B2B. That's what this is all about, right? So when we're talking B2B, you're not going to send an MD a coupon that he's going to give to his patients. It doesn't make sense, obviously. It's like, what? Like, of course you wouldn't do that. Well, the question then becomes, what are you going to do? And there's a lot of people that don't have an answer to that. It's like, well, nothing. Not a good answer either. So this is where research becomes a huge ally of ours.
