Skip to content 
You’re a Doctor of Chiropractic. You know you need to be on social media. You post pictures of your office, you share health tips, and you even spend $50 to “Boost” a post every now and then. You get a handful of “likes,” maybe a comment from your aunt, but your schedule remains empty.
You’re frustrated. You feel like Facebook and Instagram are just money pits.
As Chiropractic Marketing Specialists, we hear this every day. The problem isn’t the platform; it’s the objective. You are paying for “popularity” (likes) when you should be paying for patients. This expert guide explains the difference and how to fix it.
The Core Problem: “Boosting” vs. “Marketing”
I “Boost” posts all the time. Isn’t that the same as running an ad? No. This is the single most expensive mistake chiropractors make.
- The “Boost” Button: This is Facebook’s easy button. When you click it, Facebook’s algorithm looks for people who are likely to click “Like.” It does not look for people who are in pain or want to book an appointment.
- The Ads Manager: This is the professional tool we use. We tell the algorithm to find people who are likely to convert (fill out a form, call a number, or book an appointment).
If you want likes, Boost. If you want patients, you need a structured Ad Campaign.
The Action Plan: The “New Patient Funnel”
What does a social media ad that actually gets patients look like?
It’s not a picture of your reception desk. A high-converting ad focuses on the patient’s pain, not your practice. It follows a 3-step formula:
- The Hook (The Pain): We call out the specific condition. “Struggling with Sciatica?” or “Wake up with neck pain?” This stops the scroll for the person suffering right now.
- The Offer (The Solution): You must give them a reason to act immediately. A “New Patient Special” ($49 Exam & X-Ray) or a “Free Consultation” reduces the risk for a skeptical patient.
- The Frictionless Booking: We use “Lead Forms.” The patient clicks “Book Now,” and their name/number is pre-filled by Facebook. They don’t even have to leave the app. This doubles conversion rates.
The “Speed to Lead” Factor
I tried leads before, but they never answered the phone. Are Facebook leads low quality?
Social media leads are “interruption” marketing. They weren’t searching for you; we found them. This means they have a shorter attention span.
- The Mistake: Calling them 4 hours later. By then, they’ve forgotten they clicked.
- The Solution: You (or your front desk) must call them within 5 to 10 minutes.
- Our Role: We can set up automations that instantly text the lead the moment they sign up, starting the conversation for you so you never miss an opportunity.
Stop Paying for Popularity. Start Paying for Growth.
Social media is the most powerful tool available to target people in your local area who are suffering in silence. But it requires a strategy, not a “Boost” button.
At Chiropractic Marketing Specialist, we don’t care about your ‘Likes.’ We care about your ‘Booked Appointments.’
We offer a Free, No-Obligation Practice Growth Plan. We’ll review your current social media strategy, analyze your local market, and show you exactly how to build a funnel that brings new patients through your door.
