Most Chiropractors running a clinic struggle with one question: “How do I get more patients?” And for most, that question seems totally elusive. They say “I’m posting on instagram” or “I’ve written some blog posts” or “I have a website” or “something else entirely but similar to these points.”

But what most struggle to understand is the role that each of these technologies and platforms serve in bringing patients through their door ready to pay. In this post, we’re going to clear things up to help you understand what each marketing medium does, how to use it, and how to get more patients through your door using what we call the Chiropractic Patient Attraction Circle.

So why the Chiropractic Patient Attraction Circle? A lot of chiropractors are posting on Instagram wondering “why is nobody scheduling?” And the reason is the cognitive distance between “I like this person’s content enough to follow them” and “I trust this person to solve my problem and pay them for it.” So the solution to this is a lower ask.

We don’t necessarily want to get a purchase (although we would love that). But if someone on Instagram takes 5 of their minutes to read your blog post? That builds huge credibility for you in their mind, and significantly increases the likelihood that they come back and book an appointment.

We’re going to illustrate here how you can leverage mass reach to reduce friction at every layer, build trust and authority, and turn strangers into booked clients.

Initial Considerations

Before we get started, it’s important to set some ground rules. There are two things that you want to keep in mind at every single level of the circle: “how am I providing value right here?” And “How am I getting someone into the next circle?”

At the very least, you should strive to provide value at every circle. If that’s all you do, you’ll do okay. But bonus if you can actually figure out how to bring someone to the next level. More on that as the post continues. But a rule of thumb is the higher the value, and the lower the friction, the more likely they are to move.

A major consideration here is that people can, and often will, skip circles. Somebody might know for certain that they need a chiropractor, and when they see your add they might go right to booking. But the closer someone is to that center circle, the more likely they will be to make that leap.

Mass Awareness/First Contact

At this stage, you’re optimizing for raw exposure. You’re trying to reach as many people as you possibly can for the smallest amount of money. You might broadcast a message to 250,000 people for a few hundred or a couple thousand dollars. Your goal isn’t to connect with all of them, it’s to recognize that connecting with even 500 people (0.2%) can be a huge win.

Remember, you’re striving to maximize value for the recipient, not patients in your door. And at this stage, you might only have a fraction of a second to do it. So maybe tell a joke. Or share a bite-sized insight. Or call your target out directly: “Feeling like your joints aren’t what they used to be? Follow our Instagram for easy tips for your everyday life.”

Somebody might look at this and see “Yeah I do feel that way. Okay I don’t know who you are but visiting your Instagram page is pretty low risk.” And that’s exactly the goal. This is where you want a stacked Instagram, Facebook, TikTok, or other social page that connects that audience to what you offer.

Social Engagement and Connection

Note: We’ll use Instagram for consistency of reference throughout this post, but every social media platform has its place. We’ll plan to write another blog post down the road on how to leverage each platform to its fullest, but for the sake of this post, we’ll use instagram.

So your customer sees your mass ad and visits your Instagram page. What do they see when they visit your page? A bunch of spammy posts that say “Come pay me for my services!” Or do they see a carefully curated collection of insights, organic content, behind the scenes, and more?

If it’s the latter, you’re crushing it. This is where someone goes and browses your content, thinking “wow this person is so involved in the community” or “that’s interesting, I never thought about a day in the life of a chiropractor.” Or “Wow look at the before and after of this person.”

This is where you’re building the connection. This is where people say “Okay, you know what, I do want to follow this person, because they’re not constantly asking something from me, but they are enriching my life. They make me feel like a part of something greater.”

Here you’ve already established a valuable connection. If this person were to ever decide on their own accord “I need a chiropractor” you’re going to be the first person they call.

Snackable Value

But what if you don’t want to wait until someone miraculously decides they want a chiropractor? How can you show them they need one without them even realizing it themselves? This is where snackable value comes in. Small little tips and tricks that will genuinely enrich their lives.

A lot of business owners adopt the mindset of “I can’t provide value until after I’ve been paid.” But this undermines your authority significantly. By teaching people how to do things themselves, you actually bring them into your world. You show them that the work that you do isn’t trivial. It’s not a matter of just knowing some secret. Your expertise and execution is valuable and not easily replicated.

Remember, you want to show people everything. Teach them to do it like you would. Let them try it on their own. And maybe they will get 50% of the benefit and be satisfied with that. That’s okay. If they do, you’ve built a raving fan that is going to recommend a lot of people follow your Instagram. And if they ever have other issues? You already helped them, so they will absolutely call you.

So, as far as snackable value, this might be a brief success story of a supplement, or a pain reduction story of a car accident victim case, or a small ergonomic adjustment people can make to their work setup. Remember to root your value not in what you think will bring clients, but what actually leverages your expertise to benefit the viewer.

Blog Articles and Trust Building

Okay, now people have seen your snackable value. They might appreciate your tips and have genuinely benefited from them. And in your ergonomics snackable value post you might have mentioned in the description “Check out our blog post for 9 other tips just like this one.” And if they liked that post? There’s a good chance they’ll come and read more.

When you create long form content on your website, you give people a detailed view into your expertise, your personality, and how you can truly help them. These people are hot leads with a much higher likelihood of booking an appointment than some stranger on the street. And by ensuring you provide them real value? There’s a great chance that they keep in their mind “maybe I should get a chiropractic adjustment."

Website Visit & Booking Intent

Now is the time where the value of a premium website comes into play. This is like your goalie, your gatekeeper, your usher, your… Yeah, you get it. Your website is the final player in the system that convinces people to say “you know what I should pay somebody for this.”

This is where someone who liked reading your blog starts looking around your website. They start looking over at their wallet sitting across the room, and double down on their hesitation and skepticism one last time. A good website brings all of your wins to one place. Your instagram content, your blog posts, your branding, your accolades and credentials, your social proof and reviews, your testimonies, your before and afters, your case studies. It brings clarity about your brand, who you are and who you serve, the outcomes you strive to produce, and, probably most importantly, what the users next action should be. You want to give the visitor every reason to believe “Yep. This is the right person for me.”

Appointment

When your website closes the deal, the patient is through your door. And we won’t pretend to be experts on how to perform Chiropractic care, so we’ll wrap it up here. You’ve got this.

Conclusion

So this is it, the Chiropractic Patient Attraction Circle. We’ve learned how to go from reaching tons of total strangers, to turning those people into social followers, then into educated advocates, then loyal experts, and finally paying patients. Remember: always ask how you’re delivering people value. A favorable touch point at any of those stages will always increase the likelihood of that person one day calling your phone or booking online.

And go easy on yourself. Getting all of this stuff perfect takes a ton of time. We know we could be better at doing this too. We could have better social content, more blog content, better paid advertising, and so much more. So we get your pain. This stuff takes a lot of work. And that’s why it’s not always easy to do it all yourself. We build great websites, and while we do plan to write a blog post teaching you all about how to do it yourself, if you want us to take that off your plate so you can focus on all the other steps, let’s talk. We offer free consultations (schedule below) and website audits if you ever want to learn how we can help you grow.

Otherwise, thanks for reading. We hope this adds clarity to take some of the black magic out of marketing, and give you a framework for how you can grow your clinic and help more patients.