Chiropractor Marketing Strategies

Chiropractor Marketing Strategies

Chiropractic care is a popular healthcare service in Canada. That’s why the country has one of the highest rates of chiropractors per capita. In such competitive environment, your chiropractic clinic needs an elaborated strategy to win new patients and retain the old ones.

Chiropractor marketing strategy can help you achieve these goals as well as allocate your resources in a more efficient way and grow your business.

To help clinics like yours, dNOVO Group marketing experts created the Guide on Chiropractic Marketing Strategies. In it, we summarized our knowledge and experience in lead generation for chiropractic clinics and individual practitioners.

Here you will find the best marketing strategies for chiropractic clinics as well as several chiropractic marketing ideas to boost your lead gen, attract and convert new patients, and retain the old ones.

Chiropractic Marketing Strategies:

1. Website for lead generation
2. SEO for high rankings
3. Content strategy
4. Social media presence
5. Email Marketing
6. PPC
7. Online directories

Building marketing strategy requires a profound understanding of the market, you operate in. That’s why we begin our guide with discussing the chiropractic market in Canada.

Understanding Chiropractic Market in Canada

Canada is among the top countries to be a chiropractor and there are several reasons for it.

First, the chiropractic services are more popular compared to the rest of the world. According to Canadian Chiropractic Association, approximately 4.7 M Canadians (12% of the country’s population) attend chiropractic clinic yearly. The percentage of the US citizens attending chiropractors is only 10% (approximately 35M people according to American Chiropractic Association).

In comparison, according to this research the global number of patients is 148M which is only 1.8% of global population.

Second, Canadian society is generally more receptive and positive about alternative medicine, compared to Europe, where majority of practitioners consider alternative medicine redundant. For more information, we suggest reading this research of literature on physicians attitudes toward chiropractors.

Third, Canada has many chiropractor associations like CCA or CCF that provide networking, guidance, registration, and training for aspiring and established practitioners. All ten provinces and Yukon have their respective local chiropractic regulator organizations.

In summary, as a chiropractor, you have a great support system of fellow practitioners and organizations. You also have a favourable attitude by family physicians. Finally, you have 12% of population ready to use your services on an annual basis.

On the flipside, large demand and favourable conditions generate large supply and force you to compete. Canada has the largest number of chiropractors per capita: 23 per 100,000 people compared to 21 in the US, and 1.26 in the world.

That’s why you chiropractic practice needs a good marketing strategy.

Healthcare Marketing Guides

This guide on chiropractic marketing strategies is the third one in our series of marketing guides for Canadian private healthcare providers. If you want to read more check out:

• Medical Marketing Guide
• Dental Marketing Guide
• Plastic Surgery Marketing Guide
• IVF Fertility Marketing Guide

Chiropractic Website for Lead Generation

Website is a great way to attract and convert new clients. Think of it as your Internet office available round-the-clock any day of the year.

Building Website for Chiropractor

Before planning your website design we suggest going to different websites and see what you like and what you dislike. Don’t just look at the graphics or colors. Look at usability from the standpoint of a patient.

Learn more about medical website design.

Another important aspect of building your website is understanding its purposes. We suggest aiming for the following goals:

1. Make you look trustworthy in the eyes of your potential patients.
2. Help them find all the necessary information about your practice and services.
3. Address their concerns and answer their frequently asked questions.
4. Convert visitors into clients.

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To achieve these goals we recommend the following architecture for your website:

1. Main page
2. Service pages
3. Separate pages for each chiropractor
4. Blog
5. Rankings from review sites
6. Patient testimonials and positive feedback
7. Appointment booking functionality
8. Contact data

Chiro Website Examples

In this section we’ll shortly review the websites we found online and identify things we consider well done and mistakes that have been made.

Check out this website:

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Here are some things that we like about it:

1. Wellness vibe.
2. Conditions pages in addition to services.
3. Information for the patients.
4. Special offer for the first-timers.
5. The information about direct-billing the insurance companies.
6. Schedule online opportunity.

What we didn’t like were two icons in the right side of the screen. They were in disharmony with the rest of colors and design elements. The text in the billing information icon was too small for comfortable reading especially for people with myopia (~22% of global population).

Now, look at this website:

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We loved the family vibe, testimonials, appointment setting and meet the team. We also liked that they created pages for each chiropractor services they provide and even divided them into categories for easier browsing. However, the design of the menu wasn’t the best for it.

Last but not least is this website:

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While some design choices might be questionable, we loved several things about this website. First, they have a very good section for patients where they explain the first visit and offer to download the patient form. Not all clinics can create such form online and this is a good alternative.

Second, they have a smart Review Us page with a simple choice between Pleasant and Unpleasant buttons. Now, when you click on Pleasant button you are sent away to Google leave review widget. However, if you click on displeased button, you are kept on website with a request to share your concern with the clinic. Smart.

Content Strategy

When marketers talk about content strategy they think about blog in the first place. However, this also can include videos, images, downloadable guides, emails etc.

Content Strategy is essential for marketing for the following reasons:

1. Supporting SEO strategy.
2. Building buyer journeys on your website.
3. Patient conversions.
4. Gathering leads with gated content.
5. Providing website visitors with necessary information.

4 Tips to Create Content for Chiro Marketing

1. Ask your doctors for the most frequent questions patients have and write answers to them in forms of blogs or create other content pieces that address them.
2. Check what your patients ask on forums (people often are too shy to address questions they consider stupid directly to healthcare professionals) for the same purpose.
3. Build your content strategy around keywords to support your SEO and rank higher.
4. Follow Google EEAT principles (Expertise, Experience, Trustworthiness, Authority).

SEO for Chiropractor Marketing

Search Engine Optimisation (SEO) is a long term marketing strategy to get your website into the top of search results.

You will have your SEO work divided into 4 main areas:

• Website optimisation
• Keyword research & Content planning
• Link Building
• Local SEO

This guide touchpoints the basic of chiropractic SEO. If you want to learn more, you can read our detailed guide on Medical SEO. To conduct a successful SEO strategy for chiropractic care, we suggest using digital tools like SemRush, Ahrefs, Google Analytics, Google Search Console, and others.

Now, let’s review the main components of SEO strategy:

Website Optimisation

Google is the most used search tool in the world for a reason. The reason is that it aspires to deliver the best experience to its users. This includes finding exactly the information they need, as quickly as possible, and as user-friendly as possible.

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That’s why Google will harshly judge your web pages not only by the quality, authority, and relevance of your content, but also by your website UX. Things like webpage download speed, the ease of use on mobile devices, the ability to continue reading journey on your website and easily find necessary information are taken into account.

Check out this example of bad mobile optimisation (the view using developer tools in Chrome):

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If you want to rank high you need to take care of all the aspects we listed above. Luckily you have tools to conduct SEO Audit and identify the areas for improvement. This is the ongoing process. You begin your SEO strategy with it and you need to monitor it on a regular basis.

One more important aspect of website optimisation is on-page SEO. It’s necessary for Google to recognize that your page is dedicated to a certain topic. Basically, it’s the placement of your focus keyword and other related keywords in certain places on the page.

Check out the following example of on-page optimisation:

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This webpage is well optimised for “neck pain” keyword. It has tis keyword in:

• URL (see the browser’s address bar)
• H1 and at least one H2 (see the yellow highlights in the headers)
• The first paragraph (see the yellow highlights in the 1st paragraph)
• Meta title and meta description (see blue highlight in the left menu)
• Alt text in images (not in screenshot)

Now that you know where to put keywords, let’s talk about how to choose them for your chiropractor marketing.

Keyword Research

Your potential clients are looking for chiropractic care using certain words, phrases or full-fledged sentences. These are collectively called keywords (despite the fact that one keyword can consist of several words).

Check out the following screenshot of SemRush SEO tool:

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The keyword is “can chiropractor help dizziness” and the data is provided mainly for Canada. It’s volume for Canada is 40, meaning each month there are 40 requests for it in Google. The keyword’s difficulty is 20% meaning all you need to get to the top of SERP with this keyword is good content.

The intent of the content is informational, meaning people typing this keyword are just researching the topic. They can be your prospective clients or just a student trying to write a paper.

How to find keywords for your chiropractic website:

1. Your services

You will definitely want to rank for keywords like chiropractor because that’s what you do. However, this keyword is pretty hard to compete with 62% keyword difficulty:

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That’s where local SEO can come in handy. Instead of trying to fight for 62% difficulty, check if the same word + your location can provide a great opportunity to optimise:

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In the above case the keyword difficulty is only 25%. Despite the lower volume, it is a desirable keyword for 2 reasons. First, these are local people who are more likely to become your new patients. Second, the commercial intent means that these are people who are currently searching for a chiropractic care rather than research the topic in general.

2. Patient needs & concerns

The second type of keywords would be the concerns and needs your patients have when they come to you. Check out this one:

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People searching for neck pain chiropractor, are usually interested in chiropractic services. However, there are more general requests like this one:

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If you choose keywords like this, you’ll have to compete with pain killers, regular clinics, and devices for pain relief. That’s why the keyword difficulty is so high.

Finally, there are concerns of patients about alternative treatments.

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Answering such questions with high quality content can help you win over new clients for your practice.

Link Building

There are three types of links that Google analyzes separately:

1. Internal links

These help website navigation and also help Google identify the most important pages on your websites. Usually, these will be your service pages, main page and sometimes contact or book appointment page.

2. External links

These help Google identify how trustworthy your content and generally your website is. If you refer to websites like local or global Chiropractic Associations, WHO, Canadian governmental institutions, web portals that publish scientific research (but not the illegal one), and educational institutions, Google recognizes it. Furthermore, it understands that your content is based on credible sources of medical information and thus ranks you higher.

If you refer to online casinos or scam businesses, Google will think that the only purpose of your website is to support the shady website and will lower your ranking.

3. Backlinks

Similarly to external links practice, Google analyzes which websites contain links to your website. The more authoritative website is, the better, as Google will recognize you as an industry expert. Once again, backlinks from shady businesses can get you in trouble. Unfortunately, it’s your job to get rid of such links using SEO tools.

Local SEO

Local SEO is optimizing your content and website for local search. It has pivotal benefits for your chiropractor marketing:

1. You don’t waste your resources to compete in regions where you’re unlikely to get new patients.
2. You appear in local search along with other local businesses.
3. Targeting “local” keywords requires less backlinks in many cases.

For local SEO we suggest targeting keywords with your city/town and in certain cases province.

Check out this example of SERP for “chiropractic Winnipeg” keyword:

Social Media Marketing

Social media presence is pivotal for your chiropractor marketing. However, you need to remember that it’s a process that requires careful planning and strategizing as well as profound understanding of your clients and their needs.

Even if you do not have much resources to invest in social media campaigns, we still suggest having pages for several reasons:

1. A business with social media presence is more trusted.
2. Some people will be looking for your services on social media, let them find you.
3. Your social media pages will be shown right after your website on Google SERP.

This last item might not seem as such an important thing on the surface but we can assure you, it really is. Any business would want to have content that they 100% control appear first to their potential clients in Google.

Benefits of Social Media Pages

Social media pages have multiple benefits for your practice and your marketing efforts.

1. Establish client relationships with existing and potential patients.
2. Build wellness community around your practice.
3. Get your content shared.
4. Showcase happy clients.
5. Get backlinks to your website.
6. Receive traffic to your website.
7. Have more control over your online reputation.
8. You can work directly with negative comments.

Which Social Media Platforms Should You Choose

We suggest starting with Facebook and Instagram. If you have enough resources to create video content on a regular basis, you can add TikTok to the mix.

Facebook is great as the majority of Millennials, Gen X, and Baby Boomers use this platform at least once a week. Gen X and Baby Boomers are the richest generations in Canada and they experience many problems with back. As the average age when back pain starts is between 30 and 50.

Great Examples of Chiropractic Social Media Pages

In this section, we quickly overview some interesting examples of chiropractic social media marketing. In our first example, the clinic shares testimonials as a proof of their trustworthiness:

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We like the following example because it features a child. The photo looks very natural since it was apparently taken with a mobile phone and hasn’t undergone any professional editing. On top of it, the child is so happy and full of energy. This page usually doesn’t get more than 5 likes but this photo has accumulated 163 reactions. Not bad.

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The following example is a video of the chiropractic doctor who explains what cracks during the chiro treatment. We consider this type of content to be on spot because it’s this type of questions that is weighing on many people’s minds:

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Multichannel Approach in Chiropractic Marketing

Email Marketing

Email marketing is essential for client retention as well as for selling new procedures. In this section we shortly cover the benefits of emails, the types of content to share, and the ways to collect email addresses.

Benefits of email marketing:

• You get website traffic
• You can personalise communication with your target audience
• You retain client relationships
• You can convert

Types of emails to send to chiropractor patients:

• Appointment reminders
• Announcements of new treatments and doctors
• Special offers
• Wellness and healthcare tips
• Links to your new blogs with valuable content
• Links to social media posts
• Videos.

How to collect email addresses:

1. In your contact us or book appointment forms.
2. Using gated content (e.g., “3 ways to treat nervous system disorders” whitepaper).
3. Using social media campaigns (e.g., “fill out form to get discount”).
4. From people who call to your clinic.
5. From your patients.

PPC

Pay-per-Click advertisement is a type of banner ads on the Internet. One of the most popular PPC provider is Google Ads.

In the screenshot below, you can see an advertisement in YouTube Search for “chiropractic adjustment back pain relief” keyword. This is an ad of a Quebec clinic that provides chiropractic services (hence the language of the ad).

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Google ads and other PPC ads are usually shown on top of Google search (sponsor ads), YouTube, social media platforms, mobile applications.

Benefits:

• You can choose people who will see your targeted ads based on demographic data, location and other stats
• Get traffic to your website.
• Get backlinks.
• 200% ROI

Online Directories

Popular to this day, online directories is a great marketing channel for promoting your chiropractic facilities. Many chiro organizations in Canada provide an opportunity for the members to list their practice on their directory:

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Benefits of directories:

• Backlinks from authoritative page
• Traffic to your website
• A positive review from such site is trusted
• People often use them to find specialists

You don’t necessarily need to limit yourself by only creating profiles on directories dedicated to chiropractic. For example, in the screenshot below, you can see a chiropractic and massage clinic featuring in massage therapists directory:

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3 Chiropractic Marketing Ideas to Boost Your Lead Generation

In this section, we discuss three chiropractic marketing ideas to help you attract attention of prospective patients and convert them better.

Video for Chiropractic Marketing

One of the best chiropractic marketing ideas for your clinic would be to create impactful videos. And here are the main reasons:

1. Human preferences

Here are some cool video marketing stats Forbes collected. 55% of people watch online videos daily. 80% of humans can recall a video ad as late as 30 days after watching it. Landing pages with videos have 80% increase in conversions.

Check out this screenshot of TikTok:

TikTok

The first 6 videos for “chiropractic” keyword gained collectively over 22M views.

2. Content repurposing

One thing that differentiate videos from texts is the possibility to reuse the same content piece over and over again. You can record a long video and reshare it across multiple channels (website pages and blog posts, social media platforms, your office, your YouTube channels). You can cut it into smaller pieces and reshare it in Reels.

Check out this chiropractor teaching how to unblock the stuffy nose. He posted two similar videos on his YouTube channel. Collectively they gathered over 26K views and over 1.2K likes.

YouTube

Here’s the same video on TikTok gained 8.8M views, 540K likes, 2K+ comments, and it was added to favourites by 88K people:

TikTok

These practices will boost your lead gen and search engine optimization SEO. However, don’t ever try doing it with any text. You will be immediately punished by Google and be placed lower in search results.

3. Sharing opportunities

Some more stats from Forbes, 92% of people watching mobile videos share them with others. Social videos are shared 12 times as many compared to image or text. Creating engaging and sharable videos you increase the chances of getting more potential patients.

4. Google Boost

Google always tries to follow its users needs. People love videos. Google loves them too. It will boost content containing video in search engine results. In fact, websites with video gain 41% more web traffic from search compared to websites without videos (data from the same Forbes stats page).

Summing up, people love video and content marketing. Search engines reward pages with videos. The latter convert better and you can repurpose the content as much as you want. That’s why we highly recommend including videos in your chiropractor marketing strategy.

The best types of video content for chiropractic marketing:

• client testimonials
• demo videos of chiropractic treatment
• physical therapists sharing professional expertise

Google Business Profile

If you didn’t have resources to do multichannel and could only focus on website and SEO, we would suggest getting Google Business Profile. Its benefits for a chiropractic business are immense.

1. You will invest minimum marketing efforts into Google Business Profile.
2. Listing is free of charge.
3. You are more likely to appear on local searches.
4. Your chiropractic care facility will appear on Google Maps (along with content data, website, patient reviews, and opening hours):

5. When your potential patients are searching your clinic, they will see your page in Google search:

That’s what make Google Business Profile one of the best chiropractic marketing ideas.

Partnerships with Other Wellness Businesses

Last in our list of great chiropractor marketing ideas is partnership with other wellness businesses. These businesses cater to your potential patients, i.e., people who have time and money to invest in their health and happiness.

Wellness businesses will be more open and eager to recommend you to their existing clients provided you recommend their services to your existing patients. For example, people going to local gyms can sometimes have muscle stretch. The coaches in the gym will be eager to offer effective alternative treatments to relieve their pain.

There are many ways you can carry out effective marketing campaigns aimed at wellness community:

• Guest blogging
• Sponsor local events
• Referral program
• Sponsor local sports teams
• Host workshops and seminars
• Joint social media marketing
• Arrange wellness events for local community
• Exchange promotional materials (like business cards, info brochures, etc.)
• Create video content together

The type of cooperation you choose will depend on the many factors like the type of wellness business, your marketing budget and resources, etc. Anyway, such partnership can be very beneficial for getting potential clients for both your chiropractic care facility and your partner. That’s why it’s one of the best marketing ideas for your practice.

Starting with Chiropractor Marketing

One of the best ways to start chiropractic marketing is to hire a professional marketing agency that can help you with lead generation.

Benefits of marketing agency:

1. It has expertise in marketing
2. It has experience in promoting other chiropractic organizations
3. It’s cost-efficient compared to in-house marketing team

Are you ready to get your chiropractic marketing to the next level?

Book a free one hour consultation with us.