For chiropractors ยท Marketing planning
A marketing plan for a chiropractic practice.
Chiropractic practices tend to try everything: screenings at fairs, workshops, ads, coupons. The plan picks the two things that bring patients you want and drops the rest.
Or text (508) 546-9942
Slide it
You vs. Joe Blow Chiropractic.
Left is your website today. Right is the one Joe Blow Chiropractic has. Drag the line, then hit the button.
Crickets on the left. That is the problem.
Welcome To Our Web Site
Visitors: 000417
Copyright 2014 · call 508-555-0123 · best viewed in a browser
Illustration. Joe is made up. Your competitor is not.
What you are paying for
Marketing planning.
Before anybody designs anything, I figure out what you are selling, to whom, and what has to happen every week.
- A written position: what you sell, to whom, and why you over the alternative
- The offer, defined tightly enough to put a price on
- Which channels get effort and which get ignored
- A weekly rhythm somebody can actually keep
- What gets measured, and the threshold that triggers a decision
Next step
Book thirty minutes and I will tell you exactly what it would take.
What I would build
For a chiropractic practice.
A written position: who you treat, what you focus on, and why a patient should choose you over the practice down the road. Specific and defensible, inside your board's advertising rules, without promises about outcomes.
The offer, defined tightly enough to put a price on. What a first visit includes, what it costs with and without insurance, and what happens after. Discounted first visits can raise payer and board questions, so the plan checks that first.
Which channels get effort and which get ignored. For a practice built on referrals, that might mean a referral relationship plan and the Google profile, while social media gets minimal effort.
What gets measured, and the threshold that triggers a decision. New patients, but also how many complete the visits they scheduled. A plan that brings in patients who drop after one visit is not working, whatever the new patient number says.
The chiropractic practice version
Why it matters.
Here is a familiar pattern. The practice runs a screening table at a summer festival, a lunch talk at a local employer, a discounted first visit online and a referral push, all at once and none for long. Results are mixed and nobody can say which one worked. The plan starts with a long conversation about your best patients, where they came from, and the kind of care you want to be known for.
Then it narrows. If your best patients came from physician referrals and word of mouth, the plan builds on those rather than chasing cold traffic with coupons. It also decides how you talk about care plans publicly, which affects every other piece of marketing you do.
The mistake I see
Measuring success by new patient count alone
Practices often judge marketing by how many new patients came in this month. But a patient who comes once and never returns may cost more to acquire than they bring in. The plan tracks whether new patients keep the visits they agreed to. If they do not, the problem is often expectations set before the first visit, not lead volume.
How it goes
For a chiropractic practice, step by step.
→ Keep scrolling. It moves sideways.
One long conversation
Your numbers, your best customers, the jobs you wish you had more of.
Narrow it
Most plans fail from doing six things badly. I pick two.
Write it down
One page. If it needs ten, it will not survive a busy month.
Set the review
A date to look at it honestly and change it.
Step five is you.
The free Receipt shows what your chiropractic practice should fix first. Free, no card.
Print my Receipt →
Questions
What chiropractors ask.
Are screenings at community events still worth doing?
Sometimes, if they reach the right people and you follow up properly. Plenty of practices run them and never track what they produce. If you do them, the plan sets a clear follow-up path and a way to count the patients who came from each event. If nothing comes of them, stop and give that Saturday to something else.
Should we focus on cash patients or insurance?
That depends on your payer contracts, your area and how you want to practice, so it is a business decision you make with your own numbers. The plan follows from that answer. Cash-focused practices need stronger explanation of value and cost up front. Insurance-heavy practices need clear coverage answers and efficient intake.
Can a plan help with patients dropping off care?
It can address the marketing side. Patients stop coming for many reasons, and some are clinical decisions that belong to you and the patient. What the plan can fix is expectation setting before the first visit, how care plans are explained, and the reminders that keep scheduled visits from slipping.
What comes after
Pairs well with.
Everything else
Other services for chiropractors.
Same service
Marketing planning for other businesses.
Where I work
Southeastern MA, Worcester County, Cape Cod, RI and NH.
Start here
See what your customers see.
The Receipt looks your chiropractic practice up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942