Hello, I’m Dr. Matthew Alch, a chiropractor with a passion for helping people achieve better health naturally. In this article, I’ll share my personal experiences and insights on marketing a chiropractic clinic. From implementing effective SEO strategies to leveraging referrals, I’ve encountered various challenges and opportunities along the way.

Overall plan – what are we doing and why?

I’ve found that aligning my practice and my approach to patient care with a well-defined business plan helps me to ensure clear goals and purpose.

Having a business plan helps you to plan what you are doing from the start:

  • outline your key objectives
  • identify and describe local demographics
  • marketing approaches for your area
  • provides direction for growth and expansion.

I found that business planning helps me to foster a patient-centric approach while maintaining financial stability. Additionally, the plan encourages continuous evaluation and adaptation to changing market trends, enabling chiropractors to stay competitive and deliver quality care.

For example, with the current economic conditions and rising interest rates, many people may be second guessing their healthcare needs and prioritising their budget accordingly. Does this mean they should miss out on care? How are we positioning ourselves to always be there to help, no matter what happens?

This is where a chiropractic business plan comes in. It helps us define what we are doing and why we are doing it. Why not consider the following points?

  • Mission statement. A concise overview of your chiropractic clinic’s mission, values, and key objectives.
  • Clinic description. How do you describe your clinic? Writing down detailed information about your practice, including its location, services offered, target market, and unique selling points often helps you to work out why you are different from every other clinic.
  • Market analysis. An assessment of your local market, competition, and potential patient demographics to identify opportunities and challenges. What is the average age in your area? Are there different ethnicities? What is the average income? How many other clinics are near you and how are they different? Your business and marketing plan should be informed by these factors so that you can best tailor your offering to what your community will respond to.
  • Marketing and sales strategy. Do you have strategies for attracting new patients, building referral networks, and promoting your clinic’s services through various marketing channels? If not, sit down with your CA, family or friends, and work out the best approach for each of these channels. Brainstorming often produces surprising yet effective outcomes.
  • Service offerings: What are the chiropractic services you provide? Do you offer any particular treatments or different modalities? Compare your approach to chiropractic clinics near you and write down what you both offer, and then list all the things that you could offer that they don’t. E.g. soft tissue, orthotics, different practitioners, exercise programs, longer consultations etc.
  • Operational plan: Details about the day-to-day operations, staffing requirements, and technology needed to run the clinic efficiently. Who does what and why.
  • Financial projections: Projections of revenue, expenses, and cash flow to assess the clinic’s financial viability and plan for growth. Ask your bookkeeper or accountant for help here if you need it.
  • Growth and expansion. Plans for expanding the practice, adding new services, or opening additional locations in the future.
  • Implementation timeline: A timeline with specific milestones and deadlines for you and your team to meet.

Ok so now that we have covered those items, here is a summary on the marketing strategies that have worked for me.

SEO (Search Engine Optimisation)

SEO is crucial for driving organic traffic to your chiropractic clinic’s website. By optimising your online presence, you can improve your clinic’s visibility and attract potential patients.

Keyword research

Identifying relevant keywords that potential patients might use to search for chiropractic services is vital. Conduct thorough keyword research using tools like Google’s Keyword Planner to discover high-traffic and low-competition keywords.

You definitely have to optimise for your suburb and for neighbouring suburbs. I find that having a page for each area you want to rank in is the most concise and targeted approach for local SEO.

If your clinic is located in Pymble (which receives 60 searches/month), you may also want to have a page for ‘chiropractor Killara’, ‘chiropractor Gordan’ and ‘chiropractor Turramurra’.

On-page optimisation

Optimise your website’s meta tags, headings, and content to align with the chosen keywords. Create informative and engaging content that educates readers about chiropractic care and its benefits.

If you site is in WordPress, use the Yoast SEO plugin and be sure to customise:

  • focus keyword
  • page title
  • meta description.

Also be sure that the page has:

  • an image with your keyword as the file name and image alt tag
  • heading tags (1-3) on the page with the keyword in them
  • interlinking – link relevant pages e.g. each time you mention your clinic name, link this back to your home page. Each time you mention the word chiropractic, link this back to your main page on chiropractic care.

Local SEO

As a local business, focus on local SEO to target patients in your area. Claim your Google My Business listing and ensure your NAP (Name, Address, Phone number) information is consistent across online directories.

Backlink building

Building high-quality backlinks from reputable sources helps improve your website’s authority and search engine rankings. Connect with local businesses, healthcare professionals, and health-related websites to establish valuable partnerships.

For example, I’ve now got a backlink from this site by publishing this article here!


Referrals can be a powerful marketing tool for your chiropractic clinic. Satisfied patients can become your most vocal advocates, attracting new patients through word-of-mouth. This has definitely worked for me. Here are some tips on referral marketing.

Exceptional patient experience

Deliver excellent patient care and ensure that every patient feels valued and respected. Providing exceptional service encourages satisfied patients to refer their friends and family.

According to an article published on Forbes, 96% of customers will leave you for bad customer service.

In other words, very few people—less than 4%—are willing to stick around if you don’t provide the service they expect. More than half the respondents (60.6%) said they are extremely willing or very willing to switch.

So even on the days when you are running late, stressed out or have personal issues going on, try to think of the  bigger picture and your higher goals and maintain a professional level of customer service. It is good business..

Collaboration with other healthcare providers

Establishing relationships with medical doctors, physical therapists, and other healthcare providers can lead to a steady stream of referrals. Regular communication and mutual referrals can benefit both parties.

Common challenges

Throughout my journey as a chiropractor, I have encountered several challenges in marketing my practice.


The healthcare industry is competitive, and many chiropractic clinics are vying for the same pool of patients. Standing out requires a unique value proposition and a consistent marketing strategy.

While I don’t want to compete directly with my neighbouring clinics, I do want to stand out from them and allow patients to see how we are different.

Online reputation management

In the digital age, maintaining a positive online reputation is critical. Negative reviews or feedback can significantly impact your clinic’s credibility. The focus here is on delivering amazing customer service so that you don;t attract reviews in the first place.

Ensure you have a presence on local business directories as patients often click on these when looking for a local clinic.

Be sure to claim your map listing, as map results show up before your organic listing on Google.

Marketing budget

Allocating a marketing budget that yields results while managing expenses can be challenging. Prioritise cost-effective strategies like social media marketing and SEO, and track their effectiveness.

Marketing a chiropractic clinic

As a chiropractor, marketing Sydney Spinal Care over the years has been an exciting journey filled with learning experiences. Implementing effective SEO strategies, fostering referrals, and overcoming challenges have been crucial in attracting new patients and growing the practice.

Remember, delivering exceptional patient care and maintaining a strong online presence will be the cornerstones of your chiropractic clinic’s success.

This information is not intended to treat or diagnose. Any medical or health treatment comes with risk. Individual results may vary.