3 Marketing Mistakes That Lead to Chiropractor Burnout
Written by Jennifer Michelle   
Monday, 03 September 2012 22:02
ou may think of burnout as stemming from having a workaholic approach to your practice or from experiencing a major life trauma. 
mistakeoopsThat’s not necessarily the case, though. In fact, one of the easiest ways for a chiropractor to burnout is by doing the wrong marketing.
As dedicated as you are to the values of chiropractic, what will make or break you is something much more mundane: how you grow your practice.
Being a chiropractor is being an entrepreneur – and nothing burns an entrepreneur out faster than a badly planned, ineffective marketing strategy. 
It’s easy to see why: you studied for years to make it through chiropractic college. You put everything on the line when you opened your practice – and if you don’t get any patients, it all disappears.
When that happens, it’s a tragedy – and it often comes down to a bad marketing strategy. 
So, here are the three most common marketing mistakes chiropractors make. Be sure you’re marketing your practice differently.
Mistake #1: They lack focus.

New chiropractors think they have to be everything to everybody. Experienced – and, more importantly, successful – chiropractors know better.
You need to know your strengths and define your specialty accordingly.
Dr. Brian Stensler of Dream Wellness in California says, “You can’t be a jack of all trades and master of none. You have to specialize.”
Having a specialty helps you set yourself apart. Whether you choose sports injuries, pediatric chiropractic, or neck and back pain, having a specialty helps define what you do and it gives people a clear indicator of when they should come to see you.
Mistake #2: They emphasize gimmicks and ads.

Being a chiropractor is being an entrepreneur – and nothing burns an entrepreneur out faster than a badly planned, ineffective marketing strategy.

Chiropractic is a patient-centered business. That means your marketing has to focus on relationships, not gimmicks. People who come to see you because of a great deal on Groupon are less likely to feel a bond to you and are, therefore, less likely to stick with you over the long-term. That leaves you with a new patient who pays less than your usual rates and is more likely to stop seeing you – leaving you having to go out and recruit more new patients.
What you need as a chiropractor is to emphasize marketing strategies that build relationships and allow people to connect with you. People want to go to a chiropractor they like and the last thing they need when they are in crisis is to go looking for one. That means, once they bond with you, they are very likely to remain loyal to you, assuming you provide good care and customer service.
That’s why Groupon, as well as ads, are less effective. You aren’t announcing a sale on handbags; you are providing health care. Instead, get out in your community and get to know people. Pass out your business card whenever you can. Attend events, give talks, volunteer. Let people know what you do (here’s where your specialty will make you memorable) and build the friendships that lead to lasting patients, the kind who stick around and tell their friends about you.
Mistake #3: They don’t build a referral network.

Businesses don’t exist on their own, and they certainly don’t thrive that way. That means, even beyond networking to meet potential patients, you also need to network in order to meet referral partners.
A good referral partner is someone in a complementary business whose clients are often looking for exactly your services. So, if your specialty is back pain, a physical therapist or orthopedist might be a good choice. If you run a wellness center, then a nutritionist, acupuncturist, or fitness studio might be a strong match. Ideally, you’ll be able to pass referrals back and forth, so everyone benefits from the relationship.
Dr. Chris Perron of Perron Chiropractic in Virginia says he refers his patients to physical therapists, nutritionists, and even other chiropractors if they need something that isn’t his specialty, and they refer to him. That’s the kind of situation you’re looking to build.
A good referral network creates a framework to bring in future business without all the effort.  A win-win situation for everyone involved, they are well worth investing the time to form.
There’s nothing like spending a lot of money on marketing tactics only to find you’ve brought in no new business. It’s a recipe for both financial disaster and burnout. Luckily, by avoiding these three mistakes, you can create a marketing strategy solid enough to grow your practice - and make it thrive.
Jennifer Michelle works with chiropractors and other health professionals to create thriving practices while maintaining their passion for what they do. She received her MPH from Tulane University and specializes in patient-focused marketing strategies, as well as burnout prevention and recovery. For more information, please visit her at: or call 802-310-0130
Marketing, Keep Your Actual Patients First
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Written by Claude Cote   
Monday, 03 September 2012 19:13
Marketing: Keep your actual patients first.
uring my 22 years of experience working in chiropractic offices, I have seen offices growing with just 10 new patients per month, while some others need 50 new patients per month to grow.  Why is that?  It really depends on how you manage your new patients versus your actual active patients. Basically, it is no use to spend tons of money to attract new patients if they do not accept your care or drop your care prematurely. Before you make your next marketing plan and allow a big budget to achieve it, make sure you have a plan for your existing patients and new patients. Your management software is a great tool to use in that plan.
doctorpatientxrayconsultNew patients should accept your care and recommendations.
You have a new patient and his exams are clearly showing that he needs intensive chiropractic care.  You are convincing and give him all possible explanations.  In your mind, he is in.  But in reality, he may not be. He won't tell you, but he may never come back, and most of the time it has nothing to do with your explanations or exams. He might be convinced by his spouse when he arrives home. Or he may see an article against chiropractic in general. You don't believe that this is happening to you right now? Go into your actual management software and print the list of all new patients within the last 3 months who had 1 or 2 visits in your office. Make sure you are well seated before you do this. Then pull out their patient files and try to remember these patients.  You will probably find there are more patients than you think and will be very surprised at who has not been following your care recommendations. Don't get negative at this point; use this list to fix the problem instead.  Try to find out why they quit before starting care.  And then make sure your presentation of care to your new patients improves.  First, make sure new patients have a great first impression of the office and staff. Make sure a new patient has a nice office tour that shows him everything you have to help him for recovering his health. Put simply: Impress him. Second, make sure you have good communication with the new patient.  The more you know about him, the more trust will be built between the patient and yourself.  Every month, generate a list of new patients with 1 or 2 visits and make a regular analysis. This will take only a few minutes per month, but it will help you maximize your new patient conversions on a regular basis.
Prevent Actual Patients From  Dropping Care Prematurely.

When the doctor talks about the next appoint-ment to the patient, he may detect a hesitation from him.

When patients start thinking about dropping their care, they will not tell you anything.  But patients will show clear signs before dropping their care. One of the signs is when they leave without scheduling their next appointment. Most chiropractic software automatically tells you if your patient has another appointment or not. If not, the doctor should talk to the patient about it and make sure the patient will stop at the front desk to schedule his next appointment.  The doctor should do this, not the chiropractic assistant. When the doctor talks about the next appointment to the patient, he may detect a hesitation from him. If this happens, the doctor should ask more questions to make sure that everything is going well and the patient is really committed to his chiropractic care.  The doctor has knowledge and power that the chiropractic assistance does not have, and this is normal.
What is the use of running after new patients if you are not maximizing the care for the ones you have now?  If you keep losing more active patients than the new ones you gain, your practice will shrink.  Sometimes, we put so much energy into generating calls to the office that we forget about the patients we have, and analyzing existing patient data can be a key element for growing your practice.  
Claude Cote  is an expert in EHR systems, insurance billing and chiropractic clinic management for 22 years.  He has installed EHR system in 18 countries over 5 continents and nationwide in USA.  He is the President and Founder of Platinum System C.R. Corp (  For comments or questions, please email to This e-mail address is being protected from spambots. You need JavaScript enabled to view it  
Social Media Marketing for Chiropractors
Written by David Lemberg, D.C.   
Thursday, 30 August 2012 00:47
hiropractors now have access to a broad range of powerful social media marketing tools, the same tools that helped topple dictatorships in the Middle East. What Twitter, Facebook, Google+ and YouTube did and are doing for social causes and concerns worldwide, they can do for your practice in terms of marketing and acquiring new business. Thanks to the Internet, social media offers unlimited marketing opportunities at very low cost. The only real limits are time and imagination.
socialmedia2Your Website
Your practice’s website is the foundation for your online presence and all your social media marketing activities. When a new visitor (and potential future patient) arrives at your website’s home page, it’s as if that person was walking through your office front door for the first time. You want to make a positive, professional, lasting impression. There are several key strategies for creating such an experience.
First, a well-designed and inviting home page captures your visitors’ attention and interest. “Content is king” is a time-honored principle of Internet marketing. Your site’s internal content - informative, useful articles that add value to user experience - causes your visitors to return again and again to your site. The ultimate result is brand loyalty. In other words, your visitors become loyal to you - and when your site visitor or a family member has a health problem, he or she will think of you and your chiropractic services.
You want to speak clearly and directly to your visitor’s perceived needs. Key content items include a succinct professional biography; your practice’s location, hours of operation, and contact information; treatment recommendations for selected common conditions such as headache, back pain, and carpal tunnel syndrome; and important value-added content such as exercise protocols and nutritional guides. Content must be compelling, unique, and specific to your region. For example, an article on preventing surfing injuries would not be suitable for practices located in Kansas or Nebraska. Similarly, content offering tips on staying fit throughout cold Northeast winters would not be helpful for visitors based in southern California. You get the idea.
Search Engine Optimization
It’s important to consider where your visitors are going to come from before you begin creating your site content. Some of your visitors may be current patients and others may visit your site after having been given your business card. Others will arrive via Google search, provided your site content has been “optimized”. Search engine optimization (SEO) is the term given to activities that raise your site in Google search rankings and possibly cause your site, over time, to be listed on the first page of search results.
The most effective SEO activity is to focus on one or two “keyword phrases” and include either or both in every content page posted to your site. As a basic example, if you want to be found by people searching for a chiropractor in San Diego who treats sports injuries, include the keyword phrases “San Diego” and “sports injuries” in your text. Over time, as you con sistently increase the number of content pages on your site, your position in Google search for those keyword phrases will consistently improve.
Social Marketing
Facebook, Google+ and Twitter have become powerful social marketing tools and can help increase your brand awareness and patient base. By providing truly valuable and unique information on a consistent basis, your Facebook, Google+ and Twitter feeds will attract new “friends” and “followers” and your brand (your practice) will become recognizable and familiar. Over time, many of these contacts will convert in one way or another into patients in your office.
Media Marketing
“Internet time” moves very fast. A human “generation” is 25 years, but if an Internet industry has a lot of buzz, generations can turn over in 6 months or less. Media marketing is such a phenomenon. A not-so-new platform is YouTube, but even though this service is ancient from the perspective of Internet time, its importance continues to grow. YouTube is constantly expanding its reach and upgrading the organization of its listings. You can post numerous content-rich videos featuring all aspects of your practice. Now that HD cameras are affordable, YouTube provides the opportunity to reach a targeted audience with professional-quality video.
Managed Services
Building a website. Creating valuable, useful, entertaining content. Managing your Facebook, Google+ and Twitter accounts. This sounds like a great deal of work. In fact, social marketing is notoriously time intensive. Luckily, outside firms are available to manage your social media presence and help maximize your connections to targeted Internet communities. When you hire such a company, you’re hiring the equivalent of decades of experience and expertise in social media and social marketing, helping ensure that your Internet presence turns into increased volumes of new and repeat business in your thriving chiropractic practice.
Dr. David Lemberg has a decade of experience in Internet content development and marketing. He fondly remembers the long-ago days of DOS-based Internet email and iconic UNIX Internet tools such as archie and gopher. For additional information on how to create an effective social media marketing program for your practice, please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it
Catch and Release Patient Testimonials: What’s in Your Net - Office?
Written by Deborah Tukua   
Wednesday, 29 February 2012 16:54

hances are you learned early on in your practice how effective patient referrals and testimonials are in bringing new chiropractic patients into your office. Marketing reports state that 90% of people believe and are influenced by the recommendations of people they know.  70% of people act on comments and reviews they read online.  The evidence is clear; consumers do listen to the personal experiences and recommendations of others. It’s no wonder Amazon and other companies pester us for review comments after we’ve made a purchase online. If it didn’t have a positive marketing impact, they wouldn’t bother.

catchandreleaseAre your patients spreading the word of wellness inside and outside your office? How are you capturing those heart-felt endorsements and utilizing them to resound again and again? Like a concert hall with great acoustics, you can make your patients’ voices resonate the beautiful message of wellness with chiropractic care to the community you serve.

How Patient Testimonials Fuel a Cash Practice

In this economy, running a successful 100% cash practice in a big city with so much competition is no small feat.  Dr. Stephanie Maj explains how she runs a successful cash practice in Chicago. “In a cash practice, relationships are the fuel that propels growth. People pay out of their pocket because they know they are in a place they can heal. How do they know that? Patient referrals attract people to our clinic. This is a big reason why the use of testimonials is so important. It teaches patients how to tell their chiropractic story.  I practice in a large city with constant streams of advertising trying to capture consumers. People want to have some idea they can trust their choices. Again, testimonials help assure a new patient that they are in the right place. It educates both new and existing patients to other conditions we help people with in our office, especially non-musculoskeletal issues such as pregnancy and pediatrics.”

Catching and Releasing Patient Testimonials In-Office

Dr. Stephanie Maj told us how vital patient testimonials are in running her cash chiropractic practice in Chicago. So, I asked her to further explain how she captures and utilizes them. Her effective, practical methods follow.

Patient of the Month- “We ask one of our ideal patients to be our patient of the month. That person’s photo and patient testimonial is hung in the reception room and announced in our newsletter.”

Testimonial Wall and Contest- “We have a wall of patient testimonials hung in our examination room, for new patients to read while waiting for the doctor. Twice a year we have a contest where we ask patients to write testimonials. We put them up in the office. All the patients get to vote on them; the winner gets a prize and we get people reading about how great we are and we also get a fresh crop of testimonials to use.”

(Dr. Maj has been in practice as a DC for more than 15 years. She is the author of the book You Can Be Well and owner of Community Chiropractic, Inc. in Chicago. In addition to having 2 full-time DCs on staff, the practice offers specialties in pregnancy and pediatric, massage, acupuncture, orthotics, weight loss and nutrition and yes, it all runs on a cash basis.)

Catching and Releasing Patient Testimonials:  in Binders, on Video, Power Point, and Live Presentations

testimonialsThe waiting room is the ideal place to put patient testimonials to work in a variety of ways.

Keep patient testimonial forms on hand for grateful patients to write their story or comments and return to your staff.  Place testimonials in page protectors and compile in a binder for new patients to pick up and read. Or, post on a bulletin board.

Videos are a wonderfully quick way to convey chiropractic success! Turn off the TV and use that large screen to advance your practice.  Record patient testimonials and play the videos in the waiting room. In addition to showing these in your office, post patient testimonial videos or links to your website, Facebook page and Twitter. If you aren’t video savvy, contact the nearest college to solicit student assistance with your filming projects.

In the following testimonial video, an actual patient tells her remarkable account of going from wheelchair to skates in a week, after receiving chiropractic care from Dr. Frank Kaden, of Kaden Chiropractic in Hermosa Beach, CA. This video clearly demonstrates the potential patient testimonials can have in influencing others to seek chiropractic care.  Watch Dr. Kaden’s video to inspire you to start recording your own. 

Power Point Presentations are yet another way to utilize the big screen as a chiropractic tool.  Type patient testimonials and compose a PowerPoint  presentation.  Display in the waiting room, for everyone to watch.

Live Testimonials. If you offer community classes, screenings, or in-office workshops, invite a patient to give a brief, live testimonial to the collective group of prospective new patients, telling how chiropractic has improved his or her health and quality of life.

In this article, we’ve looked primarily at utilizing patient testimonials within the office environment.  However, testimonials can greatly assist in marketing your chiropractic business outside the office as well. We’ll share those methods in a future issue.  In the meantime, stay tuned and start collecting patient testimonials. If you’ve found innovative ways to use patient testimonials in marketing, I’d love to read your ideas.


Deborah Tukua is an author, natural health and chiropractic writer, and owner of Chiropractors’ Write Hand, a service specializing in aligning DCs with weekly, healthy-living posts for Facebook and other social media platforms, Deborah may also be contacted at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or

Five Easy Steps to Improving your Social Media Marketing
Written by Joe Kellogg   
Wednesday, 29 February 2012 14:56


ocial media has taken over our lives. A company website used to be enough to increase awareness, build a customer base, and deliver your message- those days are long gone. With social media outlets such as Facebook, Twitter, and Google+ available today, it would be a tragedy not to take advantage of this seemingly unconventional method of marketing. Customers today want to be able to connect with you in a variety of ways, to see you’re active across multiple platforms, and get real reviews of your services from friends and other social media users. The chiropractic business is no exception. Choosing to implement social media marketing will give your business the edge it needs to compete in a generation of “friends, followers, and circles.” Five easy steps your Chiropractic business can take to improve its social media marketing will make it so that you can start reaping the benefits social marketing can offer today.

Step 1: Setup & customize Facebook

facebookSetting up and customizing a Facebook page for your chiropractic business is incredibly simple, and it’s a great way to interact with your patients. Facebook is all about “friends” and “Likes.” As a business, you want Facebook users to “like” your page, which allows you to communicate with them directly. Information you post on your page is relayed to those people who have Liked you, and thus an easy information exchange occurs. Your presence within the Facebook community expands further because users who have already Liked your page can easily share information about your business with all of their Facebook friends.

Facebook is a versatile tool for businesses because of the ease with which multiple layers of Facebook can be created. Multiple layers refers to additional information beyond the normal details of your business, such as address, hours, services offers, etc. Fan-gating and the integration of a shopping page are two examples of added Facebook layers. Fan-gating refers to the practice of allowing certain information, often promotions, to be visible only to users who have Liked your page. This encourages more Likes for your page, while simultaneously creating interest in your business. It is also important to ensure your Facebook and website to have a consistent theme/design and overall message. This creates a sense of unity for your customer base and adds a degree of professionalism to your Facebook account. Be sure all of your information across the various social media platforms, including your website, is consistent.

Step 2: Setup & customize Twitter

twitter2Twitter is another social media platform that has become incredibly popular in the past few years. Setting up a Twitter account is even more simplistic than setting up your Facebook account. The difference between these two platforms is the way you share information. When using Twitter, you are quickly sharing small snippets of information with your followers multiple times per day. These small snippets are due to the restrictions of the Twitter platform, which allow you only 140 characters to relay your message. It is possible to Tweet- the term used to describe a post on Twitter-as many times per day as you desire. With Twitter, you want to accumulate followers, just as you want to increase Likes on Facebook. To make your Twitter page stand out, it is important to have a custom themed background. This should be similar to the theme used for your website and other social media platforms. Be sure to include your standard business information, including phone number, website, and email address.

Step 3: Setup & customize Google+

googleplusGoogle+ is a newer social media platform that is already “making waves in the industry.” . Google+ is based on the accumulation of “friends,” similar to Facebook; however you can then group friends into Circles which control what information you share with certain people. Google +1 is a feature available on Google, similar to the Facebook Like button that allows customers to give you their seal of approval. You want to increase the number of +1 clicks you get to expand your business’ presence on this platform. The likeness between these two platforms allows Google+ to be as competitive as Facebook, making it an important social media platform for your chiropractic business. As with all other social media platforms, it is important to customize your Google+ account and include your business’ standard information.

Step 4: Auto post to Facebook and Twitter from blog

blogIf your business has a blog, and it should, link your blog to your Facebook and Twitter accounts so that every time you publish a new blog post, it will automatically be added to your Facebook and Twitter pages. This is a quick and easy way to increase connectivity between your social media outlets.

Step 5: Add social media links and Google+ to website

socialmedialinksAfter you have set up all of your social media accounts, it is important to add links to these accounts on your company website. It is always important to show customers that you have a following on social media sites, are responsive to your followers, and care about being involved in their lives. The key to successful social media marketing is having a strong presence on a variety of platforms, keeping your information updated, and constantly interacting with your followers.


Joseph Kellogg is the CEO of Chiropractic Marketing 360, a web design  and internet marketing firm geared towards helping chiropractic  businesses grow.   Mr. Kellogg has been in the business marketing world  for over 27 years and is a co-founder of Madwire Media, a finalist for  Colorado’s Business of the Year 2011 award. 855-773-8169  This e-mail address is being protected from spambots. You need JavaScript enabled to view it


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