In today’s world, chiropractic advertising is more important than ever. It’s not enough to be a good chiropractor. You may remember the days when you first opened your doors, only to quickly realize that the patients were not going to find themselves.

Although good chiropractic care drives word of mouth and happy patient reviews, you need a good chiropractic advertising strategy in 2023 to quickly flood your office with new potential patients.

More and more people than ever spend their time hunched over their mobile phones and computers while sitting on their chairs all day without exercise or awareness of what they are doing to their posture.

However, only about 10% of people in the United States use a chiropractor, so getting your message to the right people can really help many people.

If you don’t have a clear chiropractic marketing strategy to drive these patients, then you’re missing out on a huge number of potential patients. In this article, we’ll outline exactly how to get clear on your advertising strategy to start driving new patients.

So Why Chiropractic Advertising?

Advertising for chiropractic patients is truly the fastest and easiest way to get new patients walking through your doors. With the wide array of digital marketing technology that is now available on social media platforms like Facebook, Instagram, Youtube, and TikTok and search engines like Google, Bing, and Yahoo, there has never been a better was to promote your practice to your target audience.

There are two ways to basically get patients. You can spend money or you can spend time. 

You can focus on optimizing your chiropractic website with search-engine optimization (SEO) blog posts, email marketing, and building your referral marketing strategies with your existing patient base or you can advertise with pay per click (PPC) and social media advertising.

They both work excellently, typically, chiropractic advertising will just help you to yield bigger results faster.

Building your referral base, posting on social media, and optimizing your website content will often take months to start seeing results from. With advertising, you’ll often have new patient inquiries from the first day your ads go live.

There was a time when you would send out postcards, newspaper ads, radio, and television ads and keep your fingers crossed that you’d see a return of new patients.

Those days are quickly disappearing.

Need help starting your Advertising Campaign? We can help!

Get It Working In An Instant

Today, you can place an ad on Google and have it popping up in your communities search results within 24 hours. This also allows advertisers to quickly change out any advertising that isn’t generating new patient leads and phone calls quickly, so you can achieve far greater returns than in the past.

There couldn’t be a better time to be in practice.

Pay-Per-Click (PPC) Chiropractic Advertising

Everyday people in your community are searching for a chiropractor after a sports injury, auto accident, spinal decompression, and so many other reasons.

Here’s a breakdown of the average cost per click (CPC) for many of the popular chiropractic keywords in the United States.

With Pay-Per-Click, you have the most predictable, “dollar-for-dollar” advertising strategy to allow you to only pay when people actually click on your ads. You can show your ads above all of the search results and the Map listings and send people to any chiropractic website or landing page which is designed to convert.

This allows you to geo-fence and target only the areas you want to target and the specific search terms that you want. This can allow you to drive patients to your local events, seminar workshops, or just right into your office.

Now, the key with PPC ads is to make your ads stand out and really showcase your uniqueness among other chiropractors.

Chiropractic Google Advertising Examples

You can see in the image below an example of Pay Per Click (PPC) Google Ad for a chiropractor in Miami. Pay attention to the ad and the text, as well as the space that it took up on the search results. Would you click on this ad?

Now, below is another example of a Google Ad for another office in Miami. I used the search term, “chiropractor miami” for both of these ads. This ad you can see takes up a lot more space. There is a much better use of all 3 headline opportunities here. There are numerous call-out extensions, these are the small 2-4 words of text.

Just look at how much additional “real estate” they take up on the bottom too. Which ad would you click on?

Need help setting your campaign up for profits?

Chiropractic Social Media Advertising

Another popular and effective chiropractic advertising strategy is with social media advertising. Unlike with Pay-Per-Click (PPC) advertising, you pay per impression, which is essentially anytime a user views your ad on their device.

Social media advertising can be ridiculously profitable for chiropractic offices, because if your advertising and landing pages are designed to convert well, you can spend less than $5 per lead or phone call and drive floods of them into your office.

Here’s an example. This integrated chiropractic office has been consistently generating new patients leads for around $9.72 for years with us. You can see in this campaign, that potential patients went ahead and online scheduled with their office for a cost of just $24.17 for their neuropathy program!

Platforms like TikTok offer very inexpensive advertising space in 2023 for chiropractors to drive many new patients.

My 2023 Chiropractic Advertising Recommendations

What we advise our clients to be doing now is to diversify their efforts onto multiple advertising platforms. This allows them to develop an omnipresence across the web on all major platforms and their affiliated websites.

It is important to target high intent keywords with Pay-Per-Click (PPC) on Google so you spend your money on the clicks that are most likely to yield the most patients. You can even focus your keyword selection on the specific conditions that tend to be the best patients and that you can help the most. This allows you to get very specific with your advertising so you don’t waste any money.

Your Online Chiropractic Ambassador

Send all of your advertising traffic to a high-converting landing page always! These are basically mini-websites that are designed to convert. Many chiropractic marketing agencies will make them, but it’s important to review their offering carefully.

A poor converting landing page is kind of like if a potential patient walked into your office and had to go searching for someone to take care of them. If your landing page doesn’t have a clear call-to-action and a clear focus, you’ll lose many of the potential patients that you’re spending money to attract.

Here’s an example of one of our high-performing sciatica landing pages. You can see a clear call-to-action. Notice how there are no menu links either. There is only one thing for the website visitor to do, fill out the form. This results in many more leads than a general chiropractic website.

It’s encouraged to allow new patients to schedule an appointment online as well if you can do so, just make sure to always call the patient after they do so to welcome them and confirm their appointment.

Build Your Education System

We love the success our clients see with Facebook Advertising, Instagram Advertising, and TikTok Advertising too. On these platforms, we’re often able to generate new patient leads for a lot cheaper by educating patients on their conditions, chiropractic care, and your brand story as a hole.

I encourage starting here and then building on top of it.

Here’s another inside look at some of the results you can expect with social media advertising on Facebook, Instagram, and their affiliated brands and media websites. This practice was able to consistently yield new patient inquiries for $11.62 and online scheduled appointments for $56.86 for their thyroid and diabetes campaign. This doesn’t include the leads that then also scheduled from phone calls, text, and email remarketing.

Remarket Your Website Visitors

One of the most impressive parts of digital marketing is that everything can be tracked so you can remarket to your website visitors. Now that people have viewed your website, you can place additional ads on their social media accounts and other websites with Google Display remarketing and social media remarketing.

This is a great opportunity to showcase any testimonial videos that you might have and any other content that captures your target audience’s interest to come in for an appointment.

Now, I didn’t want to post some of our client’s video testimonials from their patients without their express permission, so instead you can see how it looks for our marketing firm. Here’s an example of how we’re sharing Dr. Ed’s story in the text along with his video and redirecting them back to our website to speak with us.

Your Potential Patients Need Your Help!

Once someone signs up or calls your office from your advertising, make sure to follow up with them.

A lot of offices drop the ball here. They operate with the belief that if the person is interested that they’ll call or walk right in. Remember that in today’s age with the speed of technology, it’s more important than ever to stay in front of people.

Here’s an inside look into one of our private client’s Chiropractic CRM. They were able to close over $1.2 million dollars in about a year and a half with this strategy from around $50,000 in ad spend. Pretty remarkable returns!

Best Practices for Effective Implementation of Chiropractic Advertising Strategies

You can choose to opt for varied advertising platforms, but no matter what strategy you follow, you need to back that up with some of the best practices that guarantee to show you results while keeping your resources and time in control. These best practices form a strong foundation for successful chiropractic marketing. You can apply these best practices to all advertising channels across digital platforms as well as print and community outreach ads. Carrying out your advertising strategy while maintaining these best practices makes sure that all your chiropractic marketing efforts are well-directed and resonate with your target audience, ultimately bringing success and growth to your practice. So, let’s discuss these strategies without further ado.

Know Your Audience

A clear and deep understanding of your audience is a pivotal aspect of not only your advertising but also of your overall chiropractic marketing efforts. Whether you run ads on Google or Meta platforms, its success is tied to your ability to understand and cater to your audience’s specific needs and preferences. And, you can only address your audience’s needs when you have a complete and clear idea about your target audience persona.

When you know your audience deeply and accurately, you can chisel your ad campaigns to have more relevance. Your in-depth understanding of your audience allows you to create content and messaging that highly resonate with them, establish a connection, and ultimately push them to take action. For instance, if your clinic is in a geographical area with a high population of athletes, you can tailor your chiropractic marketing material, content, and messaging to highlight how your services can improve sports performance and prevent injuries. Making your ad campaigns relevant like this enables you to capture attention and derive actions.

One of the benefits of understanding and knowing your audience that often gets overshadowed is improved engagement. Yes, your level and intensity of engagement with your audience improves drastically when you have a well-informed understanding of your audience. Your engagement, connection, and conversations start by sharing their pain points; then it moves forward when you validate their concerns and strengthens when you offer them solutions. This journey of starting to engage with your audience to form a strong connection heavily relies on putting yourself in your audience’s shoes and understanding them fully.

In addition, you also practice the efficient allocation of resources in your chiropractic marketing endeavors when you care to know your audience. You can allocate your ad spend wisely when you know who your audience is, where they are, what they are doing, and how to reach them with the right message. Instead of casting a broad net and hoping to get the results, you can focus your resources on the channels and strategies that your audience is most likely to engage with.

Simply put, I can say that understanding your audience and tailoring your chiropractic advertising strategies to align with their interests and concerns maximizes not only the impact of your advertising efforts but also establishes a stronger connection with potential patients, increasing the likelihood of them choosing your practice for their chiropractic needs.

Clear Messaging

Clear and concise messaging is the core element of an effective and result-producing ad campaign. When your chiropractic marketing exercises are laden with clear messaging, it ensures that your audience understands what you’re offering and why they should choose your chiropractic practice.

Clear messaging does good for your overall chiropractic marketing. It is this phenomenon that yields instant understanding by your audience. In a world filled with information and people having limited time and attention, clear messaging grabs their attention and allows them to understand your value proposition quickly.

Focused and to-the-point communication also helps in building trust, and you know how trust plays a crucial role in conversion when it comes to healthcare. Unclear messaging leads to confusion, and confused prospects are less likely to take action. Clear messaging eliminates ambiguity and encourages prompt decision-making.

While you all may know about these benefits of crystal clear messaging, the real deal lies in how to crack the code to craft such compelling and sound messaging.

Luckily, there’s no rocket science involved in it, and by taking care of a few things, you can communicate your message in a clear and concise way.

First of all, you need to develop a succinct elevator pitch that sums up your chiropractic practice’s unique selling points. It should be concise and easily understandable even in the span of an elevator ride.

Craft clear messaging by keeping your focus on benefits. Instead of using jargon, highlight the benefits they’ll gain from choosing your practice. Clearly outline how chiropractic care can improve their health and quality of life.

It is also important to use plain language. As I just stated, avoid using medical jargon that might confuse your audience. Use simple, everyday language that resonates with people from all walks of life.

Maintaining consistency across communication channels also makes your messaging more powerful and clearly understood. From your website to social media profiles, your chiropractic marketing material should communicate the same vision, purpose, and what you stand for.

So, these are the best practices you must adopt regardless of your chosen advertising platform. By following these best practices, you’ll be well on your way to derive notable results. These best practices ensure that you not only attract new patients but also foster lasting relationships with them.

A/B Testing

A/B testing, which is also known as split testing, is a powerful strategy for advertising campaigns to optimize your chiropractic marketing efforts. What essentially happens in A/B testing is you compare two different versions of an advertisement or campaign to determine which one performs better. 

You can start your A/B testing by identifying the specific elements you want to test. This could include headlines, ad copy, images, calls-to-action (CTAs), colors, or even the placement of ads.

You have to set clear goals and determine your advertising objectives and what you want to achieve with each test. For instance, if you’re running a Facebook ad campaign, your goal might be to increase click-through rates (CTR) or conversions. Then, develop two different versions (A and B) of the element you’re testing. These variations should differ in one specific aspect while keeping other factors constant. For example, if you’re testing a catchy copy on your ad, create two different lines with everything else in the ad remaining the same. 

When you test your ads, make sure that the test is randomized, meaning that each version is shown to a similar, randomly selected audience. This eliminates bias and ensures that the results are reliable.

This will be a fruitful exercise for your chiropractic marketing campaign. You’d be able to make data-driven decision-making as A/B testing provides concrete data on what works and what doesn’t. It takes the guesswork out of advertising and allows you to make informed decisions based on real results. Furthermore, you can also attain cost efficiency because A/B testing helps you allocate your advertising budget more effectively. You can invest more in strategies that yield better results and eliminate or modify those that underperform.

Adapt to Trends

Adapting to trends is a crucial aspect not only for advertising but also for your overall successful chiropractic marketing. Adapting to trends requires a proactive and responsive approach. It’s about staying informed, listening to your audience, and being willing to adjust your advertising strategies accordingly. Staying current with industry and marketing trends allows you to reach your target audience more effectively and resonate with their interests. Trends are a way to signal what’s currently resonating with your audience. When you align your advertising with these trends, you stay relevant and connect with potential patients in a way that matters to them.

Logically, when you connect better with your audience, you engage with them in a better way. This is the reason why trend-related content tends to generate higher engagement levels. It’s more likely to be shared, liked, and commented on, and ultimately extending your reach to a broader audience.

Now, you must be wondering how to stay abreast with the latest trends.

Well, the easiest way is to regularly conduct research to identify emerging trends in the chiropractic field. This might include new treatment methods, patient preferences, or healthcare developments. To spot trends, you must also pay attention and listen to your patients. They can provide valuable insights into their needs and preferences. And sometimes, you can identify trends in their feedback as well. Use surveys, feedback forms, and one-on-one conversations to gather information.

You must also stay active on social media platforms where healthcare discussions and trends often take place. You can join different groups to stay updated with the latest norms and ideas in the chiropractic field and in the healthcare marketing arena.

Tracking & Analyzing

Tracking and analyzing the performance of your advertising campaigns is a critical component of ensuring the effectiveness of your chiropractic marketing plan. Analyzing campaign performance enables you to optimize your advertising strategy continuously. This way, you can make informed changes, improve your ROI, and reach your goals more efficiently. This prevents overspending on underperforming campaigns and reallocating resources where they’ll have the most impact.

While tracking and analyzing the performance of your ad campaigns, I’d advise you to first map out the conversion journey on your website, from ad click to the desired action (e.g., appointment booking). Identify drop-off points and optimize those pages for better conversion rates. Having this clearly laid out map paves the way for easy and on-point tracking. Utilizing this map and keeping into consideration your goals, you can set up regular reporting schedules to:

• Review your advertising performance
• Analyze trends over time
• Compare results to your goals and benchmarks
• Calculate the return on investment (ROI) for each advertising campaign
• Compare the revenue generated from each campaign to the costs to determine its profitability.

Bonus Tips

I practice digital advertising for many healthcare practitioners day in and day out, and I believe I can keep talking about these best practices non-stop. Although, I have shared a few important ones above in detail. I still feel the need to share a few more, so I am just briefly mentioning them below:

In your chiropractic marketing, consistency is the key. Maintain consistency in branding across all advertising channels. This includes your website, social media profiles, print materials, and signage.

Optimize for Mobile: We are in 2023, and I am still talking about optimization for mobile. Unbelievable, right? But, I feel the need to because I see many practitioners’ websites not optimized for smartphones. Ensure that your website and advertising content are mobile-friendly. Many potential patients search for healthcare services on their smartphones.

Use High-Quality Imagery: Visuals matter. Use professional images and graphics in your ads to make a positive first impression.

Compliance and Ethics: Ensure that your advertising complies with all legal and ethical guidelines set by healthcare authorities and advertising standards. Also, ensure that your chiropractic marketing is according to the advertisement platform’s rules and regulations.

Adapt and Evolve: Be ready to adjust your advertising strategies as your practice grows and as the advertising landscape changes. Flexibility is key to long-term success.

It’s not enough to just be a doctor and treat patients if you really want to build a thriving practice. Often people will see your advertising while at work, traveling, eating lunch, or all sorts of other things. Remain in front of them by remarketing to them over emailing, text messaging (SMS), or calling.

If you need help with any of this, reach out! We offer an end to end solution to take all of this off your shoulders and guarantee a return-on-your investment with many more new patients.

We’d be happy to strategize with you on your marketing plan, to see if it’s a good fit.

Let’s flood your office with new patients! Want to build your custom advertising strategy?