Industries · Allied health
Marketing a chiropractic clinic inside the rules
The General Chiropractic Council limits what you may claim chiropractic treats. That rules out most of what a marketing agency will suggest, and it is the first thing anyone building for you should understand.
The problem
The patient who stops at visit four is the expensive one
New patient acquisition gets all the attention and it is not where most chiropractic clinics lose money. The loss is the plan of care that was agreed for ten visits and quietly stopped at four, because the acute pain went and life got busy.
That patient already trusts you. They are not a lead to be won, they are an appointment that was in the diary and then was not, and almost nothing in a normal clinic notices it happening.
Meanwhile the marketing most agencies propose is the kind the GCC will not let you run. Claims about what adjustment fixes are exactly what the guidance restricts, so a clinic gets pitched a strategy it cannot legally execute and concludes that marketing does not work.
What actually works
What moves the needle for chiropractors.
Chase the plan, not the lead
A patient who misses a scheduled visit gets contacted, automatically, that week. This is the highest-value automation in the niche because it works on people who have already said yes.
Reactivate the lapsed list
Everybody who came for a course of care two years ago and stopped is still on your system. Most of them still have the same back. Nobody contacts them because nobody has the time.
Content that stays inside the guidance
What an assessment involves, what a plan of care means, what the first visit is like. All searchable, all useful, none of it claiming an outcome you are not permitted to claim.
The rules you work inside
What is true of chiropractors and nothing else.
This is the part a generic agency does not know, and it is the part that decides whether the marketing is legal, let alone effective.
Who regulates you
The General Chiropractic Council. Statutory and mandatory: chiropractor is a protected title and practising while unregistered is a criminal offence.
What you cannot advertise
GCC guidance limits claims about what chiropractic treats. Outcome claims that an agency would reach for first are the ones most likely to put you in front of your regulator.
The software you already run
Cliniko, Jane, PPS, TM3.
What an appointment is worth
£40 to £70 a session after a £60 to £90 initial assessment, sold as a plan of care of six to twelve visits. Plan completion, not new patients, is the business.
When you are busy
January, and a September back-to-desk spike.
The one lever
Plan completion, because a patient who stops at visit four of ten has cost you six appointments you had already earned.
Regulatory positions change, and two of these families are changing now. I confirm the current position before writing your pages rather than copying what a competitor has up.
What you get
The same six things, pointed at your problem.
The package does not change by niche. What changes is what it is set up to do: which follow-up runs, on what interval, and what the website is built to be found for.
£297 a month. No build fee, no minimum term, live in 14 days.
- Your website
- Missed call text back
- Review funnel
- Lead follow-up
- All-in-one inbox
- Business phone
Questions
What chiropractors ask me.
Will this get me in trouble with the GCC?
Not if it is written properly. The copy describes what happens at an appointment rather than claiming what treatment cures, which is the line the guidance draws. If you want a claim on the site that I think crosses it, I will tell you and we will find another way to say it.
Can you integrate with Cliniko or Jane?
Your system keeps running the diary and the notes. This works before that: catching the enquiry, following it up and prompting the missed visit. I do not replace the practice software and I would not want to.
What actually brings new patients in?
Local search and reviews, in that order, and both take months. The plan completion and reactivation work in weeks. That is why I would do those first even though they are less exciting.
Do you write the content?
Yes, and you approve it before it goes live. Given the advertising rules in this niche that approval matters more than it does elsewhere.
Thirty minutes, and you will know if it is worth it.
No obligation, and nothing to pay to have the conversation.