Like any business, chiropractors need a steady stream of patients to stay financially viable. Attracting new patients is also necessary to replenish losses from turnovers — such as patients moving to new locations and others switching to a different healthcare provider — all of which are a natural part of managing a chiropractic practice.
However, not all chiropractors are familiar with the marketing techniques needed to reach people within their community and establish themselves as the go-to expert. If you need a helpful resource, we’ve compiled a list of tips to get you started.
Below are some effective methods to promote your services online and offline:
1. Offer free workshops or seminars
Patients who are seeking helpful information or education related to chiropractic care may be particularly interested in free workshops or seminars. Through these events, they can gain some valuable insights and get their questions answered — all of which allow you to demonstrate your expertise as a healthcare provider.
During these free workshops or seminars, you’ll be able to cover a wide range of topics, such as the benefits of chiropractic treatment and ergonomic principles for a pain-free back, among others.
Event attendees who are satisfied will likely refer their friends, family, and colleagues. These referrals can help in expanding your patient base.
2. Utilize patient referral programs
Speaking of referrals — patient referral programs are a structured means of leveraging word-of-mouth marketing. Here’s how they work to attract new people to your practice:
- You offer an incentive, such as discounts on future treatments or therapies.
- To get a chance to earn the reward, your patients must successfully refer new individuals who need chiropractor services.
- Once a new patient has been referred and completes their initial appointment or treatment, the referring patient receives your incentive.
Unlike traditional advertising, which can be costly, referral programs rely on the goodwill of patients who already trust your services. Since recommendations come from someone they already know, referred patients are more likely to become paying clients.
3. Build a strong online presence
Chiropractors can benefit from having a website for various reasons. A website can serve as a hub where you can provide details about your practice, including your office hours, location, and contact information.
Not only that, but your website may offer educational content (through blog posts and guides) that helps patients understand the importance of chiropractic care. These resources can indirectly lead to increased appointments by reducing any doubts they may have and making them feel empowered to care for their health.
As a valuable asset for chiropractors, a website needs to be well-optimized to improve its chances of ranking higher in local search results and being clicked on by potential patients.
4. Google My Business
In addition to an optimized website, chiropractors need to put up their Google My Business (GMB) listing. A GMB listing is essentially your business profile that shows all the information your audience needs to know about your practice in Google local search results. This includes the following details:
- Basic business information – the name of your chiropractor practice, address, phone number, website URL, and hours of your operation
- Services you offer – spinal adjustments, posture correction, nutritional counseling for musculoskeletal health, corrective exercises, and more
- Reviews and ratings – this functionality allows patients to leave honest reviews about their experiences, and positive reviews can boost your credibility
Unfortunately, some chiropractors may lack a GMB listing, which could mean missing out on opportunities to appear online when patients are looking for services near them. The good news is that it’s never too late to create a GMB listing. Additionally, an experienced SEO professional may employ strategies to make your listing more effective.
5. Content marketing
Chiropractic care can be unfamiliar to many people and content marketing may serve as a “bridge” that connects you and your patients. Through writing and publishing informative articles on your website, including downloadable ebooks and guides, you’ll be able to attract organic traffic and engagement.
Just like any other healthcare provider, chiropractors compete with others in their local area. Given that patients have multiple options when choosing a chiropractor, content marketing could be the “difference maker” in helping your practice stand out.
Consistently publishing high-quality content will help boost awareness for the services you offer, which can ultimately grow your business.
6. Attend local events and health fairs
Involving yourself in the community gives you opportunities to engage directly with individuals with a diverse range of needs. In local events and health fairs, you might come across attendees who are experiencing musculoskeletal issues (e.g. back pain and neck pain), athletes and those leading an active lifestyle, seniors suffering from joint problems, and more.
Chiropractors can set up a booth where they can showcase their practice and offer free screenings and printed materials. These are just some ideas to maximize your presence at these events.
Moreover, these health fairs allow you to connect with other healthcare professionals who may serve as potential referral sources. Beyond referral opportunities, you can also learn from them about the latest advances — which helps improve patient education.
7. Collaborate with other healthcare professionals
With regard to collaboration, it is true that some chiropractic patients require a more comprehensive approach to their care. This means that instead of working with one professional, they need a team that can meet all their needs at once. Individuals who benefit from an integrated approach include:
- Patients with complex musculoskeletal conditions
- Athletes and active individuals who sustain sports injuries
- Those suffering from chronic pain conditions
- Older adults needing not just chiropractic adjustments, but also social support services
These situations make collaboration a strategic approach for attracting more chiropractic patients. Partnering with other professionals expands your referral network and you’re likely to appeal to those who benefit from multidisciplinary care.
8. Offer special promotions or packages
While not every chiropractor needs to offer special incentives, this strategy can be particularly effective for those who are new to the practice. If you’re just building a client base in your community, value-added services or discounted rates could be reasons for people to choose you over more established competitors.
Special promotions may also be necessary to increase demand for your services during slow periods — such as holidays or summer vacation season, economic downturns, or weather-related factors. These offers will mitigate the impact of slow periods so you can maintain a steady flow of patient traffic.
9. Provide excellent patient experience
Patients value chiropractors who follow a compassionate approach. These are chiropractors who take the time to understand their unique health concerns and goals, follow the best practices, and maintain a comfortable environment for everyone.
Quality chiropractic service is fundamental to the success of your marketing efforts. It can increase the number of positive reviews you receive, enhance patient retention, and boost the effectiveness of your outreach activities.
Be consistent in delivering exceptional care and you’ll build a large patient following that will sustain your practice!
Summary
When it comes to attracting patients, remember that what works well for one practice may yield different results for another. This is exactly why it’s important to customize your strategies based on your unique services, your local market, and your current resources.
Many chiropractors benefit from partnering with the right service provider that can offer a personalized approach rather than a one-size-fits-all solution. Choosing one helps to position your business for long-term success.