2018 Chiropractic Marketing Plan

This article is going to help you design your 2018 Chiropractic Marketing Plan.

This is going to be a highly interactive article that’s going to walk you through how to lay out your plan step-by-step.

First, you will need to download our Chiropractic Marketing Plan Calendar.

marketing-calendarAs this will be necessary as we go through the rest of this article and lay out the plan for 2018.

You will see on the marketing plan calendar a layout of the month that you can print out and hang up on your wall.

You will also see a section for each month that has three internal marketing spots and three external marketing spots for you to keep track of your marketing initiatives for that month.

In 2018 the most successful Upper Cervical Practices will combine 3 types of marketing in their chiropractic marketing plan:

  1. Online Marketing
  2. External Outreach
  3. Patient Education and Internal Events

These three types of marketing, when done effectively, will feed into each other and will give you a steady stream of high-quality new patients coming into your office throughout 2018.

This type of marketing strategy will also help you retain the patients you have and reactivate inactive patients.

Online marketing when done effectively is both an internal marketing approach and an external marketing approach.

So that should be your first line of both of the boxes like this:

January 2018


To implement a comprehensive online marketing program it can be very complicated and very time-consuming for you or your staff. For the cost of a part-time team member, we can help you implement a comprehensive online marketing program that will support both all internal and external marketing initiatives you will be doing in 2018.

To learn more grab a market analysis and blueprint for your upper cervical practice below:

analyze your market

Once you have your online marketing figured out next you want to brainstorm 2 internal events and 2 external events that you will be doing each month.

Let’s go through some internal events first.

Internal Marketing

Internal marketing should all be focused on patient education and internal events in some way shape or form.

Patient education is the number one way that doctors have been effectively generating new patients internally according to our 2017 Upper Cervical Practice Survey.

So you want to make sure that you have an ongoing patient education strategy for your upper cervical practice.

One of the easiest ways to do this is to get the Upper Cervical Patient Education Station. This is a series of educational flyers that can be used to educate patients on an ongoing basis. Included with this program are 15 UC educational tidbits, 3 patient quizzes, a welcome letter, protocol to implement and signage art to print out to announce the Education Station program.

Upper Cervical Education Station

This program is very intentional and very effective for creating well-educated patients who will tell others about you and your practice in 2018. If you decide to implement the education station beginning in January like we would recommend then go ahead and add that to your marketing plan calendar like this.


Another excellent internal marketing promotion to utilize with the education station is the Certificate of Health Program.

The certificate of health program is a way that you can make it easy for your patients to refer others. Anytime you have a patient who mentions a family member, friend or coworker you give them a certificate of health which provides that family member, friend or coworker with a discounted first visit with an expiration date.

The certificate of health program is a very effective way to improve your referral conversion as you give someone an incentive and urgency to come in and see you.

We have an entire program on how to effectively do the certificate of health program along with the graphics and implementation if you just click on the image below.

Certificate of health