If you want your chiropractic marketing to be successful in 2025, you’re going to have to learn how to steal. That’s right. You’re going to have to take the gloves off, get down in the trenches, and start biting and clawing if you want your practice to succeed. Don’t believe me? Well, consider this. Picasso once said all great art is copying. Steve Jobs took it further and said outright that all great marketing and branding is theft. Just look at what he did with Braun. And if you’ve never heard of the Apple and Braun story, you should definitely look it up because it’s fascinating.
But you don’t have to worry because that was just a dramatic opening to get your attention and make you curious about what I’m about to share with you. I’m not telling you to literally steal. What I’m saying is, if you want to succeed with chiropractic marketing, you will need to borrow the strategies that billion-dollar brands are using every single day.
Why Borrowing Billion-Dollar Brand Strategies Matters
If your response is, “I’m a local-based chiropractor, what does marketing like a billion-dollar health brand have to do with my business?” If this is your conclusion, then get ready for a bumpy ride ahead with a lot of ad spend going down the drain. Billion-dollar brand marketing strategies have completely changed the customer journey when it comes to individuals making decisions about their health. Billion-dollar brands have psychoanalyzed every part of the buyer decision process when it comes to a person’s health, and they have developed highly effective strategies where customers are getting sweet candy at every step. So the game has changed, and everyone expects more from marketing and branding. So whether you’re a multi-location practice or a single office location, to succeed in 2025, there’s a lot for you to do.
Forget About Patient Needs—Focus on Motivation
The first thing you’ll need to do is forget about the needs of your clients. So they have a reverse cervical curve and need at least three months of correction. Great. But how do you make them care about this? How do you make them actually come into your office after their neck and back pain has been bothering them for maybe 10 years?
To market effectively to those who have had neck and back pain for years and have learned to live with it, your focus needs to be on what affects their decision-making process and makes them finally decide to see a chiropractor. Spoiler alert: it’s not a $37 new patient special. And if you think it’s just because the pain becomes unbearable, then you don’t really understand the decision-making process of your clients. Without this critical marketing information, you’re not going to get the kind of results you want from your marketing.
Billion-Dollar Brands Are Shaping Patients’ Decision-Making
Now, what’s made this decision-making process even more complex is the digital age and billion-dollar brands. Billion-dollar brands spend millions on research to understand the buying decision-making processes of their clients and then invest millions in creating digital assets that meet their customers where they’re at in their health journey. Now, if you think that this doesn’t apply to you because you aren’t selling the same products, you couldn’t be more wrong. Your potential new patients are being effectively marketed to on a daily basis by billion-dollar brands. So much so that their threshold to make a buying decision has been impacted. And unless you understand how to market to chiropractic patients like a billion-dollar brand, your marketing efforts are going to be useless and bear no fruit. The billion-dollar brands have pushed the health buying decision threshold higher.
But don’t be scared. You don’t have to invest millions or time and energy you don’t have. Instead, you just have to read this article so you can understand how to leverage digital assets like a billion-dollar company to meet your new patient where they’re at and influence their decision to see a chiropractor. Plain and simple, this article is going to tell you exactly what is needed in order for a person to decide to come into your chiropractic office. There is a very specific customer journey that is created with very specific digital assets that make chiropractic marketing highly effective and automated.
Key Elements of an Effective Chiropractic Marketing Strategy
So let’s start with ignoring patient needs for a moment and instead focus on what motivates them to see a chiropractor. If you see a reverse cervical curve in their X-ray, you know what’s needed to correct it. But what you don’t know or understand is how to influence someone who has neck pain and back pain to come into your office for help. Now, this is different with back pain and neck pain sufferers because most have lived with it for years. So how do you get them to finally decide to do something about it?
Motivation Beyond Pain
Many assume they’ll only get attention from people with unbearable pain, but this overlooks a goldmine of highly motivated new patients who will come if you follow a specific strategy and formula.
The Power of Specific Digital Assets
A targeted strategy and formula will attract patients who actually care about their health and are ready to invest in it.
Why Borrowing Strategies Isn’t Just Copying—It’s Smart Marketing
The reason we can make such a bold claim is simple. Picasso once said all great art is copying. Well, the same is true in marketing. All great marketing is also copying. So if a billion-dollar health company is taking very specific steps to motivate people to buy their products, why wouldn’t you do the same? Billion-dollar companies don’t just throw spaghetti at the wall to see what sticks. Instead, they hire or have internal marketing teams that conduct marketing research that is as rigorously structured as academic research.
And if you’re obsessed with marketing like we are, then certain patterns start to emerge and become very apparent when you follow every marketing move of these brands. And when you think about the patterns that are emerging, you start to understand why and start to understand that they have discovered some very important things about the customer journey when it comes to making decisions about one’s health. So all we’ve done is said, how can these same tactics be applied to chiropractic marketing? And while this might sound complex and difficult, it’s actually as easy to implement as it is effective.
Understanding and Implementing E.A.T.: Expertise, Authority, and Trust
So what’s this E.A.T. thing all about? It stands for expertise, authority, and trust, and let me tell you, it’s not just another marketing buzzword. Every digital asset you create—from social media posts to blog articles to videos—has to build E.A.T. in a structured way if you want results. Why? Because people don’t make big decisions about their health with just a single ad or offer. They need to know they’re putting their health in the hands of someone who really knows what they’re doing.
Here’s how you establish E.A.T. in every part of your marketing:
– **Expertise**: Show you know chiropractic inside and out, not by throwing out medical terms, but by making it clear that you’re the best at solving their problems. Every blog, every video, every email should showcase your understanding in a way that feels accessible and reassuring.
– **Authority**: Expertise shows you know your stuff, but authority shows that you’re the one people should listen to. Testimonials, reviews, and case studies all add to this authority. It’s subtle, but it’s critical. It could be a post showing how you helped a patient recover from chronic pain or a testimonial from someone who’s been to half a dozen chiropractors before finding you.
– **Trust**: This is the big one. Without trust, no one’s scheduling that first appointment. Trust comes from consistently delivering value and showing up with integrity. When they feel like they can trust you, that’s when they’re ready to invest in their health with you.
Bringing It All Together
So here’s the deal. Every single digital asset—whether it’s a Facebook post, a landing page, or a video—needs to have E.A.T. in mind. It’s about creating a web of assets that consistently build your expertise, authority, and trust. When done right, it leads to a practice filled with patients who don’t just want a quick fix or a cheap deal. They’re there because they’ve come to trust that you’re the real deal and the best option for their health. And that’s when your practice doesn’t just grow—it thrives.
