Social media marketing strategies for your chiropractic practice: One of the many business skills they didn’t teach us in school. But, as you’ve probably realized, it’s now a necessity. Every clinic is out there embracing these strategies. That means staying inactive on social media could mean falling behind. We want you to stay ahead of the curve.

As chiropractors, we know the importance of staying up-to-date with the latest clinical research, but what about leveraging the newest marketing strategies? We understand you're incredibly busy, and keeping up with every social media trend is probably not your top priority.

Luckily for you, it doesn’t have to be hard. Follow the guidelines below, and you’ll be on your way to building a solid social media foundation that will positively impact your practice.

Social Media in Chiropractic Care - Why it Matters

Being active on social media is a must in today’s world. Our clinics need to have a presence where people hang out, and the data shows that almost everyone is hanging out on social media. A staggering 92% of people with internet access have a social media account, translating to over 320 million users in the United States alone and a whopping 5.1 billion users across the globe 😲. (1-2)

The numbers above speak volumes. It's like a collective confession: we're not alone in our endless scrolling escapades through Instagram, Facebook, and TikTok! 😜 …And let's not even start on those addictive YouTube rabbit holes! 📺

All joking aside, this emphasizes the necessity of our presence in these places. People will search for you and your clinic, and they must find you when they do. Your social media channels serve not only to promote yourself and drive traffic, but more importantly, they also function as informational sites where you can engage with your audience about what you do, how you do it, how well you do it, and so much more.

In a recent ChiroUp study, we found nearly 40% of clinics focus on social media only a couple of times per month. (3) A huge opportunity lies here.

With that said, here are actionable steps to launch and establish a solid social media presence for your practice— starting today.

1. Avoid Doing Too Much at Once

It’s tempting to create an account for every available social media platform. But seriously, resist the temptation! It's much more effective to focus on just one or two platforms. This way, you can give your all into creating awesome ongoing content— rather than spreading yourself too thin across numerous platforms with just “okay” sporadic stuff.

Trust us, quality beats quantity here. It's all about building a loyal following on a couple of platforms rather than scattering your efforts and making little impact. So, focus, refine your content, and watch your social media game level up!

⚠️ Don't have a social media business page yet? Learn how to quickly create one 👉 Facebook - Instagram - TikTok

2. Find Your Target Audience

Not all platforms are created equal. Identify where your ideal patients frequent online– whether it’s Facebook, Instagram, TikTok, or a combination. Tailor your tone and content to align with their interests and concerns.

For instance… If sports injury treatment is among your featured services, target your content towards athletes. Share posts on sports injury recovery or proper throwing techniques. The principle applies to any practice focus; ensure that your message connects with your intended audience.

3. Tailor Content for the Right Platform

Once you find the right platform and audience, it’s time to decide the type of content you want to share. Keep an eye on trends to ensure you remain ahead of algorithm changes and consistently post relevant content. Currently, short-form videos are performing well; Dr. Michael Braccio does a great job with these.

Use platforms like Google Trends or visit the Facebook Transparency Center to identify widely viewed content types. Embrace these trends and deliver the right content to your audience.

Here are a few ideas for content to share on your page:

Educational posts: Explain common chiropractic conditions, debunk myths, and offer self-care tips. ChiroUp subscribers can simply follow a lay condition report template, i.e., “Here’s a simple explanation for x condition, why this happens, how I treat it, and what you can do to help yourself…”

Behind-the-scenes glimpses: Humanize your practice by introducing your team, sharing fun office moments, and participating in relevant trends.

Live Q&As: Host interactive sessions to answer questions and build trust with potential patients.

You can see some additional tips from ChiroUp’s social media team here.

4. Automate What You Can

Most businesses active in digital channels typically allocate anywhere from 5 to 20 hours per week for social media management. From brainstorming content to designing, writing captions, posting, monitoring, and moderating, it can definitely feel overwhelming 😫.

Subcontracting these services can also be very expensive. In a recent study by Sprout Social, most businesses spend anywhere between $500 to $3,000 per month, depending on their needs (4). So, if you have the time, you can leverage AI tools like ChatGPT or Gemini and free design tools like Canva to optimize the process and do it in-house.

Already a ChiroUp Basic subscriber? Upgrade your plan here to elevate your social game! 🙌

5. Track, Analyze, and be Consistent

Use social media analytics tools to discern what resonates with your audience and what doesn't. Track engagement metrics, clicks, and website traffic to refine your strategy and maximize your impact. Every platform provides valuable data that you can utilize to inform your future decisions.

Building a strong social media presence takes time and dedication. Commit to a regular posting schedule, even if it's just a few times a week. Consistency is key to building trust and keeping your audience engaged.

6. Showcase Your Personality and Be Relatable

Whichever platform you decide to pursue, remember, the most important part is to have fun with it and to be relatable. People like to follow people, not brands. Your audience uses social media to decompress, learn, and enjoy themselves— not be the constant subject of sales pitches.

As DCs, one of our advantages is the strong personal connection many patients feel with us. Ensure that the efforts you make to build those strong relationships in the clinic translate to your social media pages.

By implementing these strategies, you can unlock new opportunities and propel your chiropractic practice to thrive in the digital age. Remember, social media is an ongoing journey, so stay curious, experiment, and keep evolving your approach to stay ahead of the curve. Good luck! 🍀

ChiroUp Plus & Premium subscribers get ~20 social media posts every month to use. But wait, there’s more! We will post these automatically to your Facebook/Instagram, so you don’t have to!

Want to learn how ChiroUp can handle most of your social media needs and free up lots of time for you?

Book a demo with us to learn more, or get started for FREE.

1. Statista. Number of social media users in the United States. https://www.statista.com/statistics/278409/number-of-social-network-users-in-the-united-states/ (Accessed February 23, 2024).
2. Statista. Number of worldwide social network users. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ (Accessed February 23, 2024).
3. ChiroUp 2023 Social Media Survey to ChiroUp Plus and Premium subscribers. January 2023.
4. Sprout Social. Social media management cost. https://sproutsocial.com/insights/social-media-management-cost/ (Accessed February 23, 2024).

Social Media Marketing for Your Chiropractic Clinic