By Michael Dorausch, D.C.
It’s that time of year when yellow page company marketers and magazine advertisers begin calling chiropractic offices (as well as other local service providers) with their pitches for yellow page advertising.
Nearly all yellow page companies are now offering some sort of online attachment to their book advertising plans. For example, Yellow Book will list a businesses address in a highlighted area in their web site directory. For an additional fee they also offer banner links at the top of the category page that their client is in. So for a chiropractor, one could have a banner that links to their web site, appearing at the top of a chiropractic directory page on the yellowbook.com web site. Companies like SuperPages (which is owned by Verizon), YellowPages (AT&T), and DEXonline are offering similar services.
Wondering how well these sites would perform in different states, I decided to review the search logs for planet chiropractic during the months of August through December 2006 to discover which states in the nation would be most likely to get consumer traffic for chiropractic related search terms. I took the top 10 states and put them in order of number one for most popular (which was California) to number 10 for least popular (which was Ohio) and included some thoughts on why I believe they ranked this way. My discussion goes a bit off topic, but either way, here is the list in the order I found it.
1) California: I’ve been doing chiropractic related internet work for more than 10 years now so it was no surprise to me that California comes up number one in search rankings. There are several factors involved. First, California is a massive state and there are more chiropractors practicing in the state of California than in any other state in the nation. Remember, the search logs do not determine if searches came from a consumer, a doctor of chiropractic, a researcher, a chiropractic student, or some teenager looking for pictures of Candace Michelle, the chiropractic GoDaddy girl. Besides having the largest number of practicing chiropractors, there are four chiropractic colleges in the state of California, more than exists in any other state.
2) New Jersey: Some may be surprised to find New Jersey ranked as number two in the nation. There are several chiropractic organizations in the state of New Jersey, probably more than exists in any other state. The practice of chiropractic and awareness of chiropractic is strong in the state. Groups like New Beginnings attract chiropractors on a regular basis to discuss chiropractic philosophy, technique, science and art which affects the consciousness of individuals in the state. For a state that is small in size, especially in comparison to California, it is big on chiropractic.
3) Florida: The state of Florida is almost a given for chiropractic care since many of the best chiropractors in the nation have moved their from several of the other states appearing in the top 10 list. Florida also has a very strong chiropractic movement thanks to groups like the Florida Chiropractic Society and events like Saturday Night Live. There is one chiropractic College in the state of Florida.
4) New York: With New York City having the largest population in the United States it’s no surprise to see New York on the list. It’s interesting though that New York is not in the number two position. Chiropractic awareness and activity in New York State is strong and there are quite a few great chiropractors practicing in the city, the state, and across Long Island. There is one chiropractic College in the State of New York (NYCC) and one school that offers a chiropractic curriculum.
5) Michigan: The state of Michigan comes in at number five and it is a state that has a rich history in chiropractic. Michigan was the chiropractic state of Dr. Ian Grassam, who along with friends like Drs. Jimmy Gregg and John Hofmann, worked to get chiropractors involved in state political activities and public awareness campaigns. Three decades later that work continues as Michigan is a very active state for the practice of chiropractic and the utilization of chiropractic care by those who live there.
6) Arizona: The state of Arizona is going to be an interesting state to watch over the next few years as population in the state is growing at a massive rate. In chiropractic, when there is growth in population in an area, you can bet that chiropractors are moving there. Arizona has also seen expansion with a new pro football stadium and several years of growth around the Phoenix airport area. Places such as Scottsdale and Tempe are becoming popular locations for chiropractic conferences which draws even a greater awareness of chiropractic into the area. However, there are no chiropractic schools in the state of Arizona.
7) Texas: The state of Texas has two chiropractic schools, one located in Dallas, and the other in Pasadena. The Parker family probably gets recognition for doing the most to increase awareness of chiropractic in the state of Texas. Dr. Jim Parker, who founded Parker Chiropractic College in Dallas, began putting on chiropractic seminars in the 1960s, and they are still some of the most attended seminars in the profession today.
8) Pennsylvania: Some may be surprised to see Pennsylvania in the top 10 list but I visited the state earlier this year and it appears like some areas are growing similar to areas in Arizona. Just as people are moving from California to Nevada and Arizona, people are moving from New York and New Jersey to Pennsylvania at an increased pace. When people move they leave their current chiropractors back home (unless they’re married to one) and my experience has shown they often go seeking a new chiropractor online since they lack close relationships to ask for referrals.
9) Georgia: Georgia takes position number nine on the list. There is one chiropractic school in Georgia, the world-famous Life University. Life went through some major restructuring (involving leadership, faculty, and student base) over the past few years, yet it continues to be one of the leading educational institutions in the chiropractic profession. The college has had many graduates who now call Georgia their home. Those chiropractors are the ones most influential for the continued awareness of chiropractic, not only in Marietta, but in the entire state of Georgia.
10) Ohio: Ohio comes in at number 10 and I honestly don’t have any knowledge why it’s there. Ohio borders both Pennsylvania and Michigan so there may be an overflow of chiropractic activity in the state. There are also some major metropolitan areas in the state such as Akron (with a population of over 600,000), Cincinnati (with a population of over 2 million), Columbus (with a population of over 1.6 million and home to the Arnold Schwarzenegger classic which is held in conjunction with the International Chiropractors Association Council on sports fitness) and Cleveland (with a population of over 2.1 million). There are certainly plenty of people in the state to utilize chiropractic care, we’ll see where the state appears on the list in 2007.
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Search data source: Planet Chiropractic website log files for August through December 2006.
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