Happy Spine is one of the most established multi-disciplinary chiropractor facilities in Christchurch. Established in 2000, Dr. Jim Miller currently co-owns our business with Alison Gallate. We employ 12 staff members including chiropractors, technical assistants, chiropractic assistants, a neuro-linguistic programmer, an acupuncturist, and other healthcare experts. We have some of the highest level of technology on offer in the city, including X-rays and nerve scans.
Christchurch is a competitive environment for chiropractors. There are over 20 local facilities in Christchurch including Eden Chiropractic, Garden City Health, Christchurch Chiropractic, Centered Health, and the Christchurch Wellness Centre.
Many of these businesses use Facebook advertising, short slogans (ie. ‘get your back on track,’ ‘back into balance’) and the majority have blogs. Additionally, many of them advertise cheaper appointments. This poses challenges for Happy Spine in being the preferred choice for potential clients and is why having unique local content is important in differentiating Happy Spine from competitors. A large aspect of this will be emphasizing Happy Spine’s state-of-the-art technology that other competitors do not offer.
Previous marketing has included radio advertising and previous expos. Currently, Happy Spine outsource material for Happy Spine’s social media and blog (from overseas), which lacks brand personalization, local focus and is not engaging. Happy Spine also regularly attend the Go Green, Home Show and Women’s Lifestyle Expo’s and have regular press releases in Solace.
A key issue for us currently is our lack of personalisation and local content within our marketing and social media channels. This has caused a disconnect between our brand values/themes, and how we portray ourselves within our marketing.
The specific target-audience we are catering our content to include women in the 35–55-year-old demographic. These women hold similar values to our brand, including healthy living, wellness, and self-care. With the new direction our marketing and social media platforms are taking, it will entice our demographic to familiarise themselves with our offers and services and seek us out (as opposed to other local competitors).
We describe our Happy Spine brand as high vibe, quirky, fun, personable, caring and community focused. Through new local, authentic, relevant, engaging, and trustworthy content, we aim for our brand and these values to be better understood by our target demographic by the end of the Posture Pandemic campaign.