2017 Chiropractic Internet Marketing Expert Status Report

For the second year in a row, Upper Cervical Marketing has reached out to experts in the chiropractic Internet marketing space to give you an understanding of what’s working now in the marketing of chiropractic practices online and what’s not.

In our 2016 article, by far the most effective new patient generating strategy recommended by our experts was online review generation.

This year by far the most effective new patient generating strategy mentioned by our experts is Facebook Advertising. All 7 of our experts discussed the effectiveness of Facebook ads for attracting new patients.

We once again asked 3 important questions about what’s working with Internet marketing today, what trends we can expect in 2018 and what was working that isn’t working anymore.

You will get a ton of value from this article as these experts share inside knowledge.

How this article is structured is we will highlight one question at a time, give you a breakdown in graph form of the answers and then give the actual answers to the questions from the 7 experts.


Question #1: What is the most effective new patient generating online marketing strategy right now?

Seven chiropractic Internet marketing experts share what's working now in 2017


Our Chiropractic Internet Marketing Experts

Dr. Bill DavisDr. Bill Davis


“The most effective new patient generating strategy currently is combining a positive online reputation with targeted Facebook ads. Accumulating video testimonials, Doctor generated videos and online reviews on Google, Facebook and Yelp are critical to not only generating new patients online but also for converting your referrals from your existing patients. Along with having a positive online reputation, Facebook advertising allows you to reach the right people who are struggling with chronic health conditions and give them hope and your positive online reputation gives them the trust to come into your office as a new patient.

But a comprehensive program is also key. You cannot put all of your eggs in one basket when it comes to online marketing. And every market is different. An initial Facebook ad may be the first step in getting that lead to convert but in our experience, the person may need 5 to 7 touch points before coming into the office, especially in more competitive markets. Landing pages with free reports still work in many markets followed by email autoresponders but in other markets Facebook retargeting ads are key. Targeted search engine optimization can also be very important depending on the market. But ultimately having a comprehensive Internet marketing program in place that is specifically designed for your practice type and is focused on building hope for potential new patients and creating trust, credibility and likeability will continue to be effective.”

Matthew LoopDr. Matthew Loop


“Facebook advertising and Google My Business are the top two new patient generators for chiropractors in 2017.”



Phil CordovaDr. Philip Cordova


“We have become much more specific with the types of patients we want to attract into our office. We are not a big “sports chiropractic” office, but other offices are. The types of ads they would run versus what we would run should be very different.

Becoming very specific in your targeted niche is the best way to effectively use online marketing, especially with Facebook. You can stand out from the crowd and bring in more of the people you want to see.

You still need to have the basics in place (a good website, rank for city name + chiropractor, update your social media), but after that – it’s time to focus on who you want in your office.”

Mike HamiltonDr. Mike Hamilton


“For the majority of chiropractors, a top ranking website that quickly shows a new patient what they want to see is critical.  It’s also important to have a top maps rank and plenty of Google reviews.

Google Adwords paid advertising has been very effective since Google changed the look of the ads, but watch out for the fees.  Trust me when I tell you that it doesn’t take much effort to manage Adwords.  You don’t need to pay hundreds of dollars in management fees to a company to do it for you.

Facebook advertising has also been working for some offices, but the fees that the salesmen are charging to manage it are pretty excessive.  Done properly with the correct fee structure this might be something to look at.”

Dr. Adam Arnold


“The most effective method of online marketing right now is using Video Lead Generation ads on Facebook.

I like this method for 3 reasons.

  1. It is a low-cost option.  For just $5 a day you can get video views for as low as one cent.
  2. The video lead generation is very low tech because you do not need landing pages or fancy CRM systems.
  3. Service based industries and especially in chiropractic, it allows a rapport to be built between the doctor and the patient before they have ever even met you.  This means you already have developed a first layer of trust with the patient before they enter your office.”

Chris Burfield