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You’re a Doctor of Chiropractic. You know you need an “offer” to get strangers to trust you with their health. So, you run a Facebook ad for a “$29 Adjustment” or a “Free Massage with Exam.”
The phone rings. People come in. But they aren’t the patients you want. They are looking for a quick “pop and crack,” they complain about the cost of a care plan, and they disappear after one visit.
You’re frustrated. You feel like you’re devaluing your license just to get bodies in the door.
As Chiropractic Marketing Specialists, we believe marketing should build your authority, not destroy it. This expert guide explains why your current offer is attracting the wrong crowd and how to structure a “Low Barrier to Entry” offer that actually converts to long-term care.
The Core Problem: The “Commodity” Trap
Why does a cheap offer bring in bad patients?
When you lead with a steep discount on the treatment (e.g., “$29 Adjustment”), you are positioning your care as a commodity.
- The Mindset: You are telling the patient, “Chiropractic is a cheap, quick fix.” This attracts “Groupon” shoppers who are loyal to the lowest price, not to the doctor.
- The Result: These patients have low “Health IQ.” They don’t value the diagnostic process or the long-term correction; they just want the cheapest path to temporary relief.
The Solution: “Risk Reversal” vs. “Discounting”
So, should I stop running offers completely?
No. In a cold market (social media), you need an offer to reduce the friction of trying a new doctor. But you shouldn’t discount the care; you should discount the discovery.
- The Strategy: Create an offer around the Exam, Consultation, and X-Rays (The “Discovery” Phase).
- The Psychology: Instead of selling a “cheap adjustment,” you are selling a “low-risk way to find out what is wrong.”
- The Right Offer: “$49 New Patient Discovery Package: Includes Detailed Consultation, Orthopedic Exam, Digital X-Rays (if necessary), and Report of Findings.”
This attracts people who are worried about a problem and want answers, rather than people who just want a cheap crack.
Filtering the Leads: It’s All in the Copy
How do I stop “freebie seekers” from clicking?
You do it with your ad copy. Amateurs write: “Back pain? Come in for $21!” Professionals write to the condition and the outcome.
- Target the Condition: “Have you been told you have to live with Sciatica? We take a different approach.”
- Emphasize the Process: Explicitly state that the first visit is for evaluation to see if they are a candidate for care. This repels people looking for a quick fix and attracts those looking for a real doctor.
The Upsell: From Offer to Care Plan
Does a low-price first visit mean I can’t sell a high-ticket care plan?
Actually, the opposite is true. Because you used the “Discovery Offer” to attract a patient looking for answers, they are waiting for your expert diagnosis.
- By discounting the exam, you lower the barrier to entry.
- By charging full price for the care, you maintain the value of your treatment.
Stop Selling Price. Start Selling Solutions.
Your marketing shouldn’t make you feel like a used car salesman. It should position you as the trusted authority in your town.
At Chiropractic Marketing Specialist, we craft offers that protect your brand. We help you find the “sweet spot” that fills your schedule with patients who value your expertise and are ready to commit to their health.
We offer a Free Offer Strategy Session. We’ll review your current ads and “New Patient Special,” tell you exactly who it’s attracting, and help you rebuild it to target the high-quality patients you deserve.
