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Copywriter for Chiropractors, Attract More Patients & Increase Revenue

Chiropractors: Use Marketing to Grow Your Practice

posted under Copywriter for Healthcare Businesses (physicians, hospitals, etc.)

Today’s chiropractors face a difficult challenge. They must balance doing what they were trained to do – caring for patients – with running a business. And one of the most difficult aspects of running a business is marketing. See if you’ve wrestled with any of the issues below:

  • You’d like to grow your chiropractic business but you’re struggling to bring in new patients.
  • You’ve tried different marketing strategies but none has provided a good ROI.
  • You’re concerned you’ll damage your professional image if people in your community see you advertising.

If any of these concerns sound familiar, you should know they aren’t exclusively yours. In fact, many chiropractors, and many other medical practitioners for that matter, have been dealing with the challenge of marketing for years.

Marketing for Chiropractors

Chiropractors need to do ongoing marketing to ensure a steady flow of new patients.

Referrals Aren’t Enough

Years ago, word-of-mouth was sufficient to maintain a steady stream of new patients. Everyone in your area knew you were The Chiropractor. But now the chiropractic industry is more competitive, and you’re not the only game in town.

In fact, it seems there are chiropractors in every shopping plaza and office park. And more are coming — young, new, hungry chiropractors with lower rates and longer hours looking to build their practice with patients who might otherwise go to yours.

Others Are Stepping on Your Toes, Too

As if you didn’t have enough of a battle on your hands with the ever-growing field of chiropractors, you now also have to contend with professional crossover. Practitioners in other industries have moved in to take a slice of your pie.

General practitioners, orthopedists, massage therapists, acupuncturists and physical therapists all manage to persuade patients who might otherwise go to chiropractors that they are the specialist who can cure them.

Your Website Establishes Your Brand

To increase revenue you can either attract new patients to your chiropractic practice or get more business from your existing clientele. Better yet, do both!

First you’ll need to up your marketing game to increase your visibility to prospects. These days, the best place to start is with a professional website. Your website is your most important marketing tool.

So, when is the last time you added to or significantly changed your website? One year? Two years? Three years or more? Gasp!

Just like fashions change, so do web designs. A snazzy look could breathe new life into your ailing site and help build your brand. After, all, if your website looks outdated and plain, visitors might assume your chiropractic business is as well.

But design isn’t everything. You need to have substance too if you’re to persuade visitors to contact you. It must clearly explain who you are, what you offer and what you stand for.

The following pages are among the most important. If you don’t yet have them, add them or get help from a website copywriter for chiropractors.

If you already have these pages on your site, check to make sure they’re up to date, comprehensive in their descriptions and persuasive in their wording so visitors will take the next step and contact you for an appointment.

  • Service Pages – Have you added any services? Those need to be spelled out on your site so that both existing and new customers know all you offer. Every service deserves its own page and detailed explanation. For example, if you offer massage therapy or acupuncture in addition to chiropractic medicine, you need to have those disciplines represented on your website. Make it known!
  • FAQ Page – Does your site answer the questions your staff often gets asked, everything from your hours of operation to your specialties and payment terms? If not, it should. An FAQ page can help you attract the types of customers who would be the best fit for your services. From an SEO (search engine optimization) standpoint, FAQ pages also offer you an opportunity to write interesting, highly informative, keyword-filled copy, which can help your site’s ranking on Google and other search engines.
  • About Us Page – Is your About Us page up to date? Choosing a chiropractor is a personal decision. So tell your visitors about your impressive background and personal philosophy. Those are important facts that could help give a prospect the comfort level to pick up the phone and make that appointment. Your About Us page is not the place to suddenly become modest. You don’t have to brag, but you can give an honest assessment of your talents. And don’t forget to include your photo. Yes, I know, everyone hates the way they look in a photo. But people want to do business with someone they trust. A photo, preferably one showing you in your chiropractic environment, will go a long ways toward helping them feel they know you, and from there it’s just a small skip and a jump to building trust.
  • Testimonials – Third-party endorsements can be especially persuasive. Whether scattered throughout your website or posted all on a single web page, you should include favorable comments about your services. These comments can come from patients and other practitioners who refer patients to you. The more specific the comments, the more compelling they’ll be. Rather than quoting patients say “She is a great chiropractor,” have them tell the story of their pain and how you treated and cured them.

Get Rich in a Niche

If you’ve covered all the basics and would still like to add to your website but aren’t sure where to go with it, consider promoting a niche. Vertical marketing can pay huge dividends.

Do you have a chiropractic specialty? Is there a certain type of prospect who’s a good fit for you?

Not sure what to pick? Start by thinking about what interests you outside of your office. If you’re a runner, consider targeting runners who can improve their running ability and overall health with chiropractic care.

If you’re the parent of a young child and know chiropractic care can often help children with certain conditions or issues, that’s a great niche worth promoting.

Rather than be a chiropractor for EVERYTHING, select a few specialty areas that you can promote and attract new patients to your practice. Think outside the box and be an industry leader. Here are some niche treatment ideas to get you started:

  • Rehabilitation after auto accidents
  • Construction work-related injuries
  • Specific techniques, i.e. Thompson Technique, Applied Kinesiology, Koren Specific Technique
  • Treatment for specific conditions , i.e. carpal tunnel, sciatica, headache, erectile dysfunction, etc.
  • Sports medicine
  • Pediatric care
  • Menopause symptoms
  • Military personnel
  • Additional services, i.e. acupuncture, massage therapy, physical therapy, etc.

If you can discover a niche and devote yourself to becoming an expert in that area, it’s worth promoting your talent both on your website and in other marketing materials. You can use that niche to differentiate yourself from other chiropractors, giving you the ability to attract new patients, and build your brand, and ultimately grow your practice.

Copywriter for Chiropractors

A copywriter for chiropractors can help you add to your website and create other marketing materials like brochures, mailers and a blog.

Add a Video

Seeing is believing. Consider making a video of you explaining a common chiropractic issue (even better if you have a visual aid to demonstrate) or performing an adjustment on someone. Explain what you’re doing. A video can be short and simple or long and involved. Not only will visitors see you in action, it will give them a glimpse of your personality, which can be important to patients selecting a practitioner.

A Chiropractic Blog

Another great marketing tool is a blog. Write posts that talk about chiropractic issues, things like posture, exercise and proper stretching. The blog posts will position you as an authority. They’ll also give you added visibility on the internet. And finally, they’re a great way to stay in touch with your clients, who are then more likely to contact you when they need chiropractic services.

Other Marketing Tools for Chiropractors

An endless array of marketing tools exist, all designed to give you visibility and build your brand. But no chiropractor, or any business for that matter, has unlimited funds to advertise. So you’ll have to choose those marketing products that will give you the most bang for the buck.

You start with your chiropractic website, making sure it’s as professional, engaging and persuasive as you are. From there, you can consider promotional tools such as:

  • Brochures
  • Direct mail
  • Email
  • Ads – online and print
  • Postcards
  • Event sponsorship
  • Educational guest speaking engagements
  • Press releases
  • Coupons and other specials to bring in new clients
  • Flyers
  • Social media – Facebook, Instagram, Twitter, SnapChat, etc.

Make sure you give whatever method you choose enough time to work. As you probably know from watching TV, running a commercial once is never sufficient. That’s why you often see the same commercials ad nauseam. Consumers must see your message frequently enough to have you in mind when they’re ready to buy your services.

Copywriters for Chiropractors

Promoting your  practice is critical to your success. The best chiropractor in the world won’t be successful unless people know about his or her services.

As a chiropractor, your time is best spent treating patients. Your years of study and experience in the field are what make you unique and qualified.

Consider working with a marketing professional such as a copywriter for chiropractors to take on the responsibilities of promoting your practice. With a little help, you could create a steady stream of new patients and increase your revenue.

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Do you need help improving your website? Would you like to explore creating other marketing materials to promote your chiropractic services? Contact Susan Greene today!


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