This article on chiropractic marketing will cover everything you need to know about marketing your chiropractic practice in 2023.
And the good news is is that it only takes 3 simple steps to complete.
But before I walk you through the steps, we need to cover some prerequisites.
First off, you can listen to me discuss everything you’re about to read in this article over on my podcast.
Simply visit The Chiropractic Marketing Podcast and search for Chiropractic Marketing: The Definitive Guide or click on one of the episode links below:
- Chiropractic Marketing: The Definitive Guide (Part 1 of 4)
- Chiropractic Marketing: The Definitive Guide (Part 2 of 4)
- Chiropractic Marketing: The Definitive Guide (Part 3 of 4)
- Chiropractic Marketing: The Definitive Guide (Part 4 of 4)
Secondly, you are going to learn more about online marketing in this one blog post than most chiropractors will ever know.
As a matter of fact, if you’re overwhelmed and frustrated right now with your marketing efforts, this is really going to help.
It’s going to be the big shift you’ve been looking for because when you realize that there are only three things you need to do to succeed online, you’ll start getting better results.
To quote Steve Jobs, “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
Simple is hard, though. Simple is not easy.
Simple is a measure of complexity, easy is a measure of effort.
So I’m going to be upfront and tell you that marketing isn’t easy, but I can make it very simple.
So here’s the bottom line:
If you’ve ever asked yourself, “Why does marketing have to be so hard?” … this is for you.
If you’ve ever found yourself confused, frustrated or fed up by all the experts, gurus, and information that’s just floating around on the web that doesn’t seem to fit together, this is for you.
And most importantly, if you don’t have in place right now an automated system that generates qualified leads on demand, in other words if you can’t go spend a dollar on Facebook and get $3 to $10 back, then this is for you.
Does that sound good?
Great! Then let’s get started.
I want you to get out a piece of paper and write down what you feel is the hardest part about online marketing. I want to make sure that what I’m going to cover is directly calibrated to you to help you with your biggest struggles.
So just write it down, what is your biggest struggle right now?
If you could wave a magic wand and absolutely not have this friction in your life and your business, what would it be? What’s your biggest struggle?
Chiropractors in the past have told me that the hardest part for them was not having the right system, not knowing how to get started with marketing, having difficulty being consistent, struggling with how to do advertising et cetera.
So to overcome all of this you need to realize that there are a few things you need to put in place that’ll help you overcome your frustrations and tech overwhelm.
Since we have a lot to cover, we’re going to move through these quickly but don’t downplay them because they’re extremely important to the grand scheme of things.
Chiropractic Marketing Requires the Right Mindset
First off, you need to have the right mindset. You need to have a mindset that can help you immediately remove the mental obstacles and frustrations so you can work on taking action.
The reason why this matters is pretty obvious. As a matter of fact, we’ve already touched on it.
Most chiropractors have information overload. They’re drinking from a fire hose — consuming blogs, podcasts, courses, eBooks, checking out the latest tools and software, etc…
But it’s time to take a break because all of this just causes overload.
You’re only taking a bunch of pieces from different jigsaw puzzles and dumping them in front of you on a table and trying to make a strategy. It doesn’t work.
There’s also tech overwhelm and tech confusion.
What tools do you use?
What software should you use?
What should you do first?
Who to listen to?
There’s so much misinformation, bad information, too much information on the web that we feel like we are drifting in our business, drifting in the open ocean aboard a vessel without a radar.
This causes you to look for the next new patient in reactive mode which only repels them away from you.
To be successful, you need to shut off the fire hose and go from drinking too much bad information and misinformation to doing the right steps in the right order.
Use the limited amount of time and money you have and spend it on the simple things that are going to make all the difference in the world.
Instead of dabbling in social media, blogging, Facebook ads, and SEO, you need to focus on an overall strategy that’s been proven to work.
An analogy I like to use regarding this is something I call “The Climb.”
If you want to go from point A to point B and really exceed your business goals, you first need to empty your backpack. The last thing you need to do during a rapid ascent is to fill your backpack with things you don’t need.
You have to stop multitasking and subjecting yourself to information overload in order to adopt the right mind-set. You have to shift the way you look at growing your business to a much simpler model.
You have to get calm, you have to go on an information diet, which means you have to adopt what I call learning on demand.
This approach allows you to focus on the ONE THING you should be doing RIGHT NOW to grow your chiropractic business with clarity, and helps you kill everything else.
You need to do this even while driving your car… turn off the radio and think about what you are doing, be in the moment, and don’t consume more information.
So the first thing I want you to do is to go on a 90-day information diet and totally get calm.
You also need to get clear.
If you don’t know where you are going, you are never going to reach your destination. So you have to define point A.
In other words, ask yourself where are you right now in your business?
You have to know exactly what your numbers are in terms of practice stats then ask yourself, where do you want to be in 90 days, what does success even look like?
Do you want to just get more new patients or do you want to leverage yourself and automate your business? What does the future look like?
Chiropractic Marketing Roadmap — Keys to Your Success
Now the way I help chiropractors define point A is through a tool I call the 7-Figure Leadflow Roadmap.
This tool helps my clients assess where they are right now and determine what they should be doing to not only hit but exceed their goals.
The first stage is struggling.
In this stage, you’ve already got an office open but you’re barely surviving. As a matter of fact, you have more bills coming into your practice than you do new patients. And that’s a problem!
You need to figure out how to get a steady stream of new patients into the practice without going into more debt. And you need to figure this out fast; otherwise you’ll be out of practice and possibly facing bankruptcy before the first year of your chiropractic career comes to a close.
The second stage is surviving.
In this stage, you’ve made it through the first few lean years of practice without closing your doors. You’re paying your bills but that’s about it. It seems like your practice is growing but you’re not 100% sure.
The only thing you ARE sure of is that if you stop spinning all of these plates your practice is going to come to a screeching halt.
You need a system that streamlines things and puts your marketing on autopilot but you’re too overwhelmed with all the information out there that you just keep plugging away with your ineffective website.
The third stage is thriving.
You get leads and have a predictable number of new patients coming in but you feel stagnant. It’s like you’re staring through a glass ceiling, you know where you want to go you just don’t know how to get there.
This stage is similar to the second and can easily scale to the next level once you implement a system that puts new patients on autopilot.
You may now be generating around $50–$100K or more a month, and you have more time, but you might be restless because you’re not scaling or growing your business to its full potential.
The fourth stage is driving.
You’ve been at it for a while and are a true, accomplished entrepreneur. You’re in total control of your business and have an on-demand flow of leads.
Since you’ve “figured it out”, the services I provide wouldn’t really benefit you much.
My suggestion to you is to focus on people. Your main goal should be building a world-class team so that you can develop partnerships, scale your business even more, and/or build a franchise.
But, to be quite honest with you, most of you who are reading this today are either struggling or only surviving. To advance, you need to put together a simple marketing strategy that’ll help lift you into the next level without breaking the bank.
So let me ask you doctor, where do you stand on this roadmap?
Are you struggling, surviving, thriving, or driving, or you can tell me what lead flow you’re currently in, are you in a drought, trickle, flow, or flood?
You need to know so that what I’m covering is calibrated directly for you to help get you to the next level.
My suspicions are that you are in one of the bottom two steps. If so, make sure you finish this article because by the time we’re done you’ll know the strategy that gets my clients to at least step three.
That’s my promise. By the time you finish reading this article you are going to know exactly what to do to get at least to step three.
In other words, to go to flow, so you have a flow of leads to totally flood that drought.
Cool, let’s keep going.
So we have to get calm, we have to get clear, and we also have to get confident.
Now let me ask you this, how confident would you be right now if I said “Hey, here’s a junkyard, here’s what I want you to do, I want you to go through this junkyard, find all the parts necessary to put together a car, I want you to assemble a vehicle and then drive it out of here.”
Well, what are the chances of you doing that successfully? How much time would it take? And even if you were a gifted mechanic, would this be the best way to spend your time?
That’s what marketing is like for you right now. You are trying to do it without a plan that works, a plan that outlines specifically step-by-step what to do.
Listen up because this is the first “AHA!” moment. I want you to really pay attention because this is going to set the stage for everything else we cover.
In order to successfully market your practice online today, you need a set of instructions, a set of proven blueprints that are reproducible in any market.
What’s a blueprint?
It’s simply a plan or model of what you want to see happen in the future. It gives you a defined set of instructions or a basic structure to work with toward success. And it’s very simple.
But if you don’t have these blueprints marketing can be very frustrating.
Think about this… how do most professions get from point A to point B?
Well, they have a built-in roadmap with ready-made blueprints.
A good example of this are medical doctors. As a medical doctor, you start med school, you show up to class, you take some exams, you graduate, you do an internship or residency, then you become part of the system.
It’s already setup for you so you just go with the flow. But not for chiropractors!
Think about it, for chiropractors there’s no model, there’s no mold. Schools just tell you to show up for class, try your best, get out into practice, struggle and maybe you’ll make it.
So the blueprint I’m going to give you provides a straight line to get from point A to point B. It’s the mindset piece, and it helps you to stay calm, clear, and confident no matter what type of market you practice in.
So that covers the prerequisites.
Now let’s shift gears and go deeper into our simple 3-step formula.
It’ll provide you with ONE METHOD to MANY LEADS which will produce MORE NEW PATIENTS.
And by following these 3 steps, you’ll literally learn how to solve your NEW PATIENTS DILEMMA once and for all.
Then let’s cut to the chase and get into the nitty gritty.
Let’s get into the actual 3-step marketing system my clients use to double, triple, and, yes, even quadruple new patients in 90 days or less.
Chiropractic Marketing Websites & Our 3-step Marketing System
I call it The CMW Method.
Now I’m going to walk you through each step but to make sense of everything I highly recommend that you take a good look at the following image. It’ll show you what I’m talking about instead of just telling you.
For example, remember how easy it was to draw chair conformations and ring flips in organic chemistry?
Yeah, me neither. It totally confused me at first!
But my confusion subsided when I bought a molecular model kit and could actually see what my instructor was telling me.
It’s the same with marketing. Showing you is radically different than telling you.
That’s why you need to SEE the method while I’m talking about it.
So go and study the image so you understand what we’re about to talk about.
You’re also probably wondering, “Why do I need a method?”
Well I’ll tell you why…
Without a very specific method, you don’t have a clear strategy.
And without a clear strategy you’re just bouncing around all over the place trying to implement the next trick, tactic, or shiny object that comes down the pike.
You’re chasing Facebook ads or some marketing funnel that doesn’t fit into your overall objective — let alone the goals you’re trying to achieve!
And without the right strategy you’ll continue to have a drought without a consistent and automated flow of leads.
But with the right strategy, you’ll go from a drought to generating new chiropractic patients on auto-pilot!
And you want to know something?
It’s very simple.
You don’t have to be a techie, geek or even a nerd.
You can literally implement it without any tech overwhelm.
And it’s completely automated. That’s the cool thing!
Now, I’m going to break down each step for you here shortly but let me tell you right now… for it to work you have to do the right things in the right order.
Most chiropractors I talk to get this backwards.
They’re all caught up on talking about traffic. They say I want to do Facebook ads or YouTube videos or ramp up their social media presence.
But the problem is they’re starting at the very top of this model without having the proper infrastructure in place first.
Listen to me!
If you don’t have your funnels and foundation in place first, you have no business running Facebook ads or Google ads or creating YouTube videos or running some fancy social media campaign.
If you’re doing any of those things without having Step One and Step Two in place first, I can guarantee you that you’re losing money — let alone, a healthy number of new patients that need your service!
And that’s the very reason why many chiropractors fail at internet marketing.
But it doesn’t have to be this way!
You can crush it every single time if you just follow my simple 3-step strategy.
So what are these 3 steps?
Well, step 1 is what I call the Platform Phase.
It’s the foundation to the method and is the most important step to everything else you do online and sets you apart from the competition like nothing else.
Step 2 is what I call the Pipelines Phase.
This step is all about setting up landing pages, marketing funnels, and drip email campaigns that attract, engage, and convert more leads into quality new patients.
One thing my clients ABSOLUTELY LOVE about this step is they don’t have to do any of the work themselves.
Because I build their websites, launch their marketing funnels, and connect all of the pieces associated with their marketing ad campaigns the right way so they can focus on their patients with zero frustration from tech overwhelm like other chiropractors experience.
Yep! That’s correct…
No messing around with ClickFunnels, copying and pasting crazy code into places you don’t understand, or trying to figure out how to integrate your CRM software with everything else because my team and I will do it all for you!
It’s marketing automation at its finest!
And once you have your foundation and funnel in place, you’re ready to start marketing.
That’s where Step 3 comes in and I call it the Prospects Phase.
This step helps you rapidly grow your chiropractic practice through proven paid, social, and organic traffic strategies.
It’s the step that takes my clients from a drought or trickle of new patients to a steady flow or flood.
But before I unpack these steps further, let me lay the foundation a bit more.
As mentioned, Step 1 is the most important.
It ensures that you understand your prospects’ frustrations and goals so that you can create a custom solution that renders you absolutely unique in your market and your competitors obsolete.
This allows you to stand out immediately even if you practice in an extremely competitive market.
You may be asking yourself, “How does it do this?”
Well, it does it through what I call the RULE OF ONES.
A lot of the reasons why you struggle is because you’re doing too many things at once.
I can hear you say things like, “I’m going to start a blog, I’m going to do two different Facebook campaigns, I’m going to do a health event, I’m going to record a bunch of YouTube videos, run some Google ad campaign, et cetera.”
And what happens is you never get anything over the finish line worth writing home to mom about.
That’s because you don’t stick to the RULE OF ONES — a rule that makes sure you focus on ONE THING and ONLY one thing over 90 days until you reap a positive ROI.
Let me repeat that… you should focus on ONE THING and ONLY ONE THING over 90 days until you reap a positive ROI.
Great! So let’s recap…
Each step is important and builds upon the next.
The key takeaway is you have to do the right steps in the right order to see the type of results I’m talking about.
And, you have to follow the Rule of Ones — a rule that shuts down 99% of the things you’re currently doing so that you can concentrate on the ONE THING that’ll bring you the most results over the next 90 days.
In other words, you’ll quit throwing stuff against the wall trying to see what sticks and will start focusing completely on an entire method that takes your new patients dilemma from a drought and trickle of leads to a flow and flood.
So no more screwing around with Instagram and Facebook or recording videos for YouTube. None of that matters right now until you have completed both Step 1 and 2.
So let’s break things down further…
First off, you need to focus on ONE PROSPECT.
The prospect is just a profile of your ideal patient.
This step is absolutely essential and makes sure you’re laser-focused on the right type of patient from the start because if you’re marketing to everyone you’re really marketing to no one. It’s just noise.
Next, you need to focus on ONE MESSAGE.
Your one message is a clearly stated message that speaks directly to the ONE PROSPECT you’re trying to attract.
It has to have a currency, a metric and a timeline. That’s the structure for your one message.
You have to say, “Here’s what I do, here’s how you measure it, and here’s the timeline.”, but most importantly, it needs to connect with your ONE PROSPECT so that they get the results they really want.
I provide very detailed blueprints on how to do this inside of my Members Area.
If you want more information on how you can get access to these blueprints, simply click HERE.
So you start with one prospect with one message, then you build from there.
Okay, now the next thing we’ll cover is the biggest game changer of the entire method.
All the other stuff we’ve done is just building up to this.
What am I talking about?
Having ONE SOLUTION.
This gives you a simple way to show your prospects how you can get them from point A to point B, taking them from their biggest frustration to their biggest transformation.
This is more powerful than you can imagine. None of your competitors are doing this.
So when you create your one solution you need to ask yourself, “Okay, what are the three main milestones I offer?”
Think about it like this…
If you are going write a book, if you are going to do a speaking gig, if you are going to do a webinar, even if you are going to give a health talk, what are the three main topics you’d use for your content?
There are always going to be three main steps.
For example, for a financial planner, it’d be “to decide, invest, and grow”.
There are always three steps — build, measure, and scale.
I want you to think about how you can translate all the information and conversations you’re currently having with your patients into one solution.
This is the million-dollar idea that makes you stick out immediately. It’s a game changer because no one else is doing it.
Think about the book written by Stephen Covey titled Seven Habits of Highly Successful People. The image he uses to demonstrate the seven habits allows you to anchor your mind around it and understand it much deeper.
Because he shows you how to accomplish success, he doesn’t just tell you.
And that’s what your one solution will do. It’ll give your prospects ONE CLEAR PATH to follow that’ll take them from Point A to Point B in relation to whatever health problem they’re dealing with.
This is powerful because no one else has ever shown them a solution, they’ve just told them and telling them is “me too marketing” whereas showing them puts you in a “market of one”.
Next up is having only ONE OFFER.
Now this is important but I’m not going to spend too much time here. But you really need to learn how to attract people with a low-risk offer.
So that you can generate leads and start building a quality email list sooner than later.
Without a list, you really don’t have a business.
So in order to generate leads, you need to come up with a low-risk offer that can be used over and over again and is easy to implement into your main lead magnet. And that brings us to the next topic which is…
Having only ONE LEAD MAGNET.
This is the first part of the marketing funnel… having just one and only one lead magnet.
And it needs to be high-impact solving only one problem. It has to position you as an expert, be time-friendly so they can consume it within minutes and it needs to be incomplete, meaning it’s only one part of the main solution to their problem.
And here’s the secret… this lead magnet needs to be part of…
Only ONE FUNNEL.
This allows you to streamline your marketing and is a complete game changer.
So if you look at your marketing funnel, all you are trying to do is move people through a series of pages, from this to that to the other, from an opt-in to a lead magnet to a thank you page to scheduling an appointment. Then you just plug it into your marketing software for follow-up.
So to recap, you build one funnel around one offer that provides one solution to one prospect using only one message.
This is what I mean by the RULE OF ONES and completes step 1 and 2.
Now that the foundation and funnel are in place, you can finally focus on traffic.
And, as you’ve probably already guessed, when dealing with ads, you need to make sure everything’s connected to…
Only ONE TRAFFIC SOURCE.
That’s right, to maximize your ad spend, it needs to follow the Rule of Ones, too.
In other words, don’t try to do everything at the same time. Just stick with one traffic source, test it, refine it and reap the benefits from it before moving on to a different one.
Let me repeat that, only use one traffic source, don’t try to do everything together.
For most of you, that’s Facebook ads, some of you it might be Google ads, and for others, it may be blogging if you already have a lot of traffic. But we’ve been hitting it out of the park using a very specific Facebook ad that’s just so simple to implement.
Literally, after you’ve done the foundational work, everything is just a template. You literally start a Facebook ad with a done-it-for-you template that we give you, a blueprint so to speak. You simply fill in the blanks and you’re done.
Now for some of you it might be local SEO, for others it may be content.
For example, right now, as you’re reading this article, there are posts happening every hour on Facebook, Twitter, LinkedIn, and Instagram that drive people through a funnel. And these posts are being recycled.
In other words, smart marketers syndicate the same stuff over and over in order to reach a greater audience.
For example, Twitter is like a flowing river. You can publish 20 articles on Twitter and cycle them every 5 days and get traffic from different people for the rest of your career.
People post a blog post once and wonder why it doesn’t work. Because the best brands syndicate their content, they just don’t publish it. And that’s how content marketing can be effectively used as just one traffic source.
So that wraps up our discussion on our exclusive 3-step chiropractic marketing strategy.
One of the things my clients love about this method is that it completely eliminates 99% of the things that most people tell you to do when it comes to internet marketing.
In other words, you’ll quit throwing stuff against the wall trying to see what sticks and will start focusing completely on an entire method that takes your new patients dilemma from a drought and trickle of leads to a flow and flood.
Another powerful thing about this method is that you gain complete control over the entire marketing process.
And, over time, you’ll literally be able to flip a switch to attract whatever type of patient you’re wanting to see.
For example, if you’re wanting to see more headache patients, you just turn on the ads associated with your headache pipeline.
Need more neck pain patients? Then turn on the ads associated with your neck pain pipeline.
It’s that easy… especially when you consider you don’t have to setup all the marketing funnels and landing pages yourself because we build it all for you.
We’ll even create, manage and run all of your ad campaigns. It’s marketing automation at its finest!
So if you’re not getting the number of leads you’d like from your current chiropractic website, click HERE to learn about our plans and how we can help you.
I look forward to serving you and your chiropractic marketing needs!
Patrick MacNamara, DC
Founder, Chiropractic Marketing Websites