Chiropractic marketing consultant for growing practices. More new patients who start a care plan and finish it.
A discounted exam special can fill the calendar while visits per patient slide. Say a full care plan is 24 visits and the average patient stops at 6. You keep paying to replace patients who should have stayed. As your chiropractic marketing consultant and fractional CMO, we connect local search, reviews, the front desk and reactivation into one plan, and run it every week.
Seven places a chiropractic practice loses visits.
A chiropractic practice is paid per visit. Growth depends on who books an exam, who starts a plan and who finishes it. The seven dimensions decide each one.
- Problem 01Marketing strategy
Your new-patient special attracts bargain hunters, not care plans.
Discounted exams fill the calendar with people who want one visit and a coupon. Patients with chronic pain, sports injuries or a personal injury claim, the ones who complete a plan, never see a message written for them. Write for the patient you want to finish care.
- Problem 02Marketing data
You count new patients but not the visits they become.
ChiroTouch or Jane shows appointments. Google Ads and Facebook show leads. Nobody ties a source to the visits that patient completed, so a channel that brings one-visit patients looks as good as one that brings full care plans.
- Problem 03Funnel friction and CRO
Online booking stops at a phone number.
A patient searching for a chiropractor at 10 p.m. finds a site that says to call during office hours. Without online booking for new-patient exams and a fast reply to missed calls, they book with whoever lets them pick a time tonight.
Where new patients drop out before booking - Problem 04Marketing process
Lapsed patients drop off the schedule without a call.
A patient misses two visits, then disappears from the plan. Nobody owns a reactivation list, a missed-appointment text or a check-in after release to wellness care. The practice keeps paying to replace patients it already had.
- Problem 05Marketing team
The front desk books visits but doesn't hold the plan together.
Your CA handles check-in, insurance verification and personal injury paperwork at once. Nobody has trained them to rebook before the patient leaves, or to explain the plan when a patient pushes back on visit frequency.
- Problem 06Marketing technology
Your EHR, reminders and review requests run in separate tools.
Scheduling lives in ChiroTouch, Jane or ChiroFusion, reminders in a texting app and reviews in a third tool. Staff copy data by hand, missed-visit texts go out late, and review requests miss the patients who just had a good visit.
The healthcare practice marketing stack - Problem 07Marketing communication
Your site talks about adjustments, not the patient's problem.
Generic spinal health copy doesn't reach the runner with knee pain, the office worker with tension headaches or the driver after a car accident. Patients pick the practice that names their problem and explains how care works, visit by visit.
How we grow completed visits per patient.
We start with visits per patient. A chiropractic practice gets paid when patients come back.
- 01
Weeks 1 and 2
Inspect
We pull new-patient exams by source, visits per patient, care plan completion and drop-off points from your practice software.
Then we listen to calls and watch how the front desk presents the plan and its cost. The dashboard puts spend next to exams, plan starts and cost per new patient.
What you getA dashboard of exams, visits per patient and cost per new patient by source.
Marketing Impact OSChiropractic clinicInspectMarketing attributionLast 90 days vs the 90 beforeNew patients437+7%Cost per new patient$128+1%Show rate72%−2 ptsRevenue$528,400+7%Source Spend Booked Showed Revenue Cost per patient Google Ads $27,000 180 135 $162,000 $200 SEO $9,000 150 120 $156,000 $75 Meta $13,500 150 75 $67,500 $180 Zocdoc $6,600 60 44 $48,400 $150 Referrals $0 70 63 $94,500 $0 Total $56,100 610 437 $528,400 $128 No ad pixels on patient pages
- 02
Weeks 3 and 4
Ideate
We rank fixes by visits recovered: rebooking at checkout, reactivating lapsed patients, building personal injury attorney referrals, or moving spend from discount offers to searches for specific conditions.
Each move on the plan shows who owns it and the gain we expect.
What you getA ranked plan of moves by visits recovered, each with an owner and expected gain.
Marketing Impact OSChiropractic clinicIdeateThe plan, ranked by impactGains per month- 1Confirm every booking by text and callMeta bookings have a 50% show rate.+20 new patients+$24,000 revenue
- 2Move $1,500 a month from Google Ads to SEOSEO costs $75 per new patient. Google Ads costs $200.+12 new patients+$15,000 revenue
- 3Answer every call before the third ringMissed calls book somewhere else.+8 new patients+$10,000 revenue
- 4Ask for a review at checkoutMore reviews lift your rank on Maps.+4 new patients+$5,000 revenue
If the plan holds+44 new patients a month
- 1
- 03
From week 5, biggest fix first
Implement
Online exam booking, missed-visit and reactivation texts, review requests and Google Business Profile updates come first.
Then condition pages, local campaigns and front desk training on care plan conversations.
What you getA work list with owners and due weeks for booking, reactivation texts, reviews and condition pages.
Marketing Impact OSChiropractic clinicImplementThe work2 of 4 done- Two-way confirm texts 48 and 2 hours outFront desk lead · Week 1Front desk leadWeek 1Done
- Move $1,500 a month from Google Ads to SEOAgency · Week 2AgencyWeek 2Done
- Overflow calls to a second lineOffice manager · Week 3Office managerWeek 3In progress
- Review request at checkoutFront desk · Week 5Front deskWeek 5Next
Monday check-in Every open task gets a status. A late one gets a new date and a reason.
- 04
Every week, with a review every 90 days
Iterate
Every week we review exams, plan starts, visits per patient and reactivations. Offers that bring one-visit patients lose budget. Channels that bring completed plans get more.
What you getA before-and-after of visits per patient and plan completion every 90 days, with the next decision.
Marketing Impact OSChiropractic clinicIterate90 days laterBefore → after- Cost per new patient$128$106−18%
- New patients437530+21%
- Show rate72%81%+9 pts
Cost per new patient by monthZachary's reviewNew patients went from 437 to 530 on the same $56,100. Show rate went from 72% to 81% once every booking got a confirm text. Next: start recall so these new patients book their next visit before they leave.
The numbers a chiropractic practice runs on.
- Cost per new-patient exam
- Exam-to-care-plan conversion
- Care plan completion rate
- Average visits per new patient
- Reactivated patients per month
- Personal injury, cash and insurance mix
The right level of help for where you are.
Solo chiropractors who run their own marketing usually start in the Marketing Impact Academy. Practices with associates or a second location move to the Marketing Impact Roadmap to find the biggest leak, then add a Fractional Marketing Manager to run reactivation, reviews and local campaigns each week.
Compare all fractional CMO servicesFrequently asked questions.
What should a chiropractic marketing consultant fix first?
Retention, then acquisition. Buying more exams pours patients into plans they don't finish. We fix rebooking, missed-visit follow-up and reactivation first, so every exam you pay for turns into more completed visits.
Should a chiropractic practice market for personal injury cases?
Only if you have the documentation process and attorney relationships to handle them well. Personal injury patients can be worth more per case, but they bring paperwork, delayed payment and records requests. We model your case mix and capacity before putting budget behind car accident searches.
Is cash pay or insurance better for a chiropractic practice?
Neither by default. Cash-pay practices can market wellness and maintenance plans freely. Insurance practices compete on network status and convenience. Most run a mix. We look at reimbursement, visit frequency and patient lifetime by payer before choosing which patients to target.
Do Google reviews matter for a chiropractor?
Yes. They often decide who gets the call in local search. Patients compare star ratings and recent reviews in the map results before they phone anyone. A steady review request after good visits, plus a complete Google Business Profile, often does more than another paid campaign.
How much does a fractional CMO cost for a chiropractic practice?
Pricing depends on scope: how many doctors and locations you have, whether marketing runs in-house or through an agency, and how hands-on you want us to be. We quote after the assessment call. Ongoing chiropractic engagements are month to month with no setup fees. Zachary leads the CMO work with the team.
Where to next.
Start with your free Marketing Impact score.
It takes a few minutes. You get a score from 1 to 5 on each of the seven dimensions of your marketing and see where to start. If you’d rather talk first, book a free 30-minute call.