Chiropractic Marketing For A Digital Audience

Why Having A Social Media Strategy Is Key For Your Business Growth

Jerron Glasson
Aug 9, 2017 · 6 min read

You probably have spent very little time actually contemplating how to actively market your chiropractic business online. It’s not something you truly wish to focus on. Your role is to be the doctor not the Marketing person at your office. There are a few simple strategies you however can delegate to your staff and I’m sure they will be more than thrilled to take on new endeavors.

In no particular order these are among the highest rated strategies RIGHT NOW that will have an impact on the way your practice is viewed online and the manner in which you achieve exposure:

  • Doctor Created Videos
  • Testimonials
  • Facebook Ads
  • Online Reviews
  • Website Optimization

Where does your office rank as it pertains to the above mentioned items? Have you a plan or strategy in place to monitor these areas and track them accordingly?

Facebook Ads

One of the areas I want to discuss in this article is that of Facebook Ads. Being as though this is my area of specialization it just feels natural to jump straight ahead to this. Don’t get nervous when it comes to this approach as there are several things we can do with this platform in order to boost exposure and of course gain clients.

When collecting data and doing case studies I came across the same comments time and time again in regards to using Facebook Ads. The doctors I spoke with either believed their website hosting company took care of advertising, which is completely false, or that Facebook Ads themselves truly do not work. Facebook Ads to most is still a completely new and untouched medium for business where they aren’t sure about the possibilities let alone the potential ROI.

In most cases when given the response that a hosting company or website somehow offered all the advertising and exposure they needed I would offer to do a quick review of the website just to provide general feedback on what is actually going on. An example image of that info is shown below:

Important to note “traffic” and “cost”. This data shows expected traffic to come within the following month is only to be 12 total hits and that the office will pay an average of $52 for only 12 hits. Not customers, leads, sales etc…hits alone. Those hits will only come through keywords. Not even specific searches for this business or location.

Data above should be frightening to any business owner! Why on Earth would statistics like shown above be considered acceptable? There are a few general explanations for this.

  1. Lack of Understanding
  2. Comfort or Being Content
  3. No Strategy Implemented

The Lack of Understanding I can see being very common. As I mentioned before it is not the job of the doctor to be the Marketing person of the office. They are there to take care of patients and to educate. Office staff, however, typically aren’t savvy in these areas either. Their chosen occupation is right alongside you and yours. Are you truly going to take the time to study social media trends and how to incorporate your business? The odds are seeming grim.

What do we generalize with Comfort or Being Content? To me when I say I am content or I hear someone else mention that phrase I see that as meaning the situation is tolerable at the moment simply because I don’t know what else to do. Now you may view that as a pessimistic approach but typically that tends to hold true. If your office is still receiving patients on a steady rotation there doesn’t appear to be anything wrong, right? But what about growth, new patients, new venues, classes or events? Seeing patients come in and out the door may at first appear to be a sign of success but in order to truly be happy with your practice you are going to want to see an influx of new patients in and out of your doors. To sustain and then grow this is a must.

Now, what about having No Strategy Implemented to handle this type of workload? As the title of this article states, having a Social Media Strategy is vital for your business to survive. That’s not just hearsay, its fact. With now over 2 billion active users on Facebook alone you would be crazy not to consider approaching this platform with a marketing strategy.

The average person picks up their mobile device no less than 8 times a day simply to browse social media, Facebook to be exact. These individuals aren’t necessarily searching for a chiropractor or to attend a class. However, the data we can extract from Facebook is absolutely ridiculous. Utilizing information about pages liked, pages visited, interests, keywords searched, buying habits, travel locations, where you live, age, health etc…we can narrow down prospective audiences that will have a higher chance of wanting and or needing services that you may have to offer.

I can give you another visual. Remember that awful looking image above as it pertained to cost? $52 for 12 keyword hits alone! In one of my case studies for a local chiropractor we had a budget of ONLY $100 to spend on our advertising campaign. Crazy, right? How could we possibly expect to gain any traction. Well, take a look…

Ad spend was under the $100 given for trial. We reached over 10,310 LOCAL individuals within a few square miles of the office and received over 274 link clicks directly to our offer. We paid .27cents per result…it can get even better. (Gray zone is where office let their payment account slide, oops.)

Where else other than social media do you think you can put your offer and business in front of an interested individual and pay only .27 cents for every click to that offer? *crickets…and it can and does actually get better than this. Just think if you even sold just ONE care package to a lead that came through. $73 spent and on average maybe $1500 gained? That is an ROI of 1,954% and I believe we can all deal with that…

In today’s market there is absolutely no need to be a Jack of All Trades, just be the Master of One! Focus on your practice and outsource the rest. I could go on and on about the possible retargeting campaigns, funnels, events, conversion etc that we can do but that would be far better suited to a Strategy Call over the phone to discuss the options available to you. You can schedule that here> https://calendly.com/argosmarketing/phone_consultation

Be sure to setup that free strategy call. No commitment and no worry.

It isn’t just Facebook Ads though that you need to worry about. Social Media Management is also a key area. Your business page, follow ups, info posted, content and creatives all play a role in your business success on social media. Engage with your audience and be interactive. Get out of the business box and try to view things from the perspective of the client or person in need. If the information you are posting wouldn’t help them, why share it? A client or patient does not care about your goals they care about their own. And for many in your office that goal is to feel better, have less pain and potentially leave their prescription medications behind. It is your job to help them on that journey not worry about what you posted an hour ago on Facebook or Instagram.


I appreciate you taking time to read this article. Please HIT that HEART BUTTON and show some LOVE for this article! Like and Share with all you believe may benefit from the simple message or the business contact.

Jerron Glasson

Written by

Social Media Management and Advertising. In today’s market it is paramount that you have a Social Media Strategy. How your company is viewed online is vital.

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