ChiroCandy: THE Chiropractic Marketing Podcast Episode 177: Best Niches to Advertise on Social Media Release Date: September 3, 2024

Host: Billy Sticker, Author and Chiropractic Marketer
Guest: Matt Keenan, Director

Introduction

In Episode 177 of the ChiroCandy Podcast, host Billy Sticker teams up with longtime director Matt Keenan to delve into one of the most frequently asked questions in chiropractic marketing: "What niches work best when it comes to marketing on social media?" The episode unpacks various profitable niches within the chiropractic field, providing actionable strategies and insights to help chiropractors elevate their practices through effective social media advertising.

1. General Chiropractic Marketing on Social Media

Billy and Matt kick off the discussion by emphasizing the foundational strategy of focusing on general chiropractic services. They highlight the importance of starting with content that resonates widely to understand the target demographic better.

Key Points:

• Adjustment Videos: These are highly effective in generating engagement. Despite some chiropractors' reservations about being stereotyped as solely focused on "cracking and popping," these videos serve as an essential entry point to attract a broader audience.

  Matt Keenan (01:30):
  “Adjustment videos paired with educational videos is always a good, a good place to go.”

• Educational Content: Combining visual adjustment content with educational materials helps differentiate the practice, showcasing expertise beyond basic chiropractic adjustments.

• Visual Appeal: Using images and videos featuring young, attractive females tends to perform better, aligning with the demographic majority (35 years and older) that makes healthcare decisions.

  Billy Sticker (03:23):
  “The first thing we have to do is get them to stop scrolling, whether it's Instagram, Facebook, whatever. And what's going to do that is the video or image.”

• Office Tours: Providing virtual tours of the clinic can lower the barrier to entry by making potential patients feel more comfortable and informed about what to expect during their visit.

2. Decompression Therapy Advertising

Decompression therapy emerges as a lucrative niche, with specific strategies to effectively market this service on social media.

Key Points:

• Showcase the Equipment: Visuals of the decompression tables are crucial. It's important to present them in a non-intimidating manner, often featuring smiling staff members using the equipment to alleviate fears.

  Matt Keenan (05:58):
  “You want to show off the table. What does it do? What does it look like? But don't just show them the table because it can look like some kind of torture device.”

• Educational Messaging: Clearly explain how decompression therapy works and the specific symptoms it treats. This helps in demystifying the procedure and highlights its benefits.

  Matt Keenan (07:45):
  “The visual representation of the decompression table that piques people's interest and then mentioning the symptoms that it treats in the ad text, those are going to be the two main things.”

• Strategic Targeting: Use buzzwords related to the conditions decompressing therapy can alleviate, such as low back pain or herniated discs, to attract individuals seeking relief from these issues.

  Billy Sticker (07:55):
  “It's the two together. You can't just have a good video that shows off the device without clear ad text that explains it.”

3. Massage Therapy as a Marketing Niche

Massage therapy is identified as a powerful "yes offer" that can significantly boost lead generation for chiropractic practices.

Key Points:

• Yes Offers: Offers like discounted or free massages are highly appealing and can draw in a larger audience compared to standard chiropractic services.

  Billy Sticker (12:16):
  “Anytime you can incorporate a yes offer into your thing, it's going to do really, really well.”

• Incentivizing Staff: Encouraging massage therapists to refer patients to other services by offering bonuses increases cross-service utilization and patient retention.

  Billy Sticker (10:16):
  “He would bonus his massage therapist $20 or $30 for every appointment they scheduled for something else.”

• Successful Campaign Example: A Brisbane-based office ran a massage campaign that generated leads at just $1.90 per lead over a year and a half, demonstrating the efficacy of this approach.

  Matt Keenan (10:20):
  “Massage campaigns can be very successful.”

4. Neuropathy Marketing Strategies

Neuropathy stands out as another profitable niche, requiring tailored strategies to effectively reach and convert the right audience.

Key Points:

• Demographic Targeting: Ensure that ads are directed towards appropriate age groups, typically 35 and older, to reach those most likely seeking neuropathy treatments for themselves or their parents.

  Matt Keenan (13:21):
  “You need to make sure that your age demographics are set up correctly because you don't want to be targeting 25 year olds for neuropathy.”

• Educational Content: Use clear explanations of the devices and methods used to treat neuropathy, making the treatments less intimidating and more informative.

  Billy Sticker (15:13):
  “Letting them know there is now available a breakthrough treatment for neuropathy really gets people's attention.”

• Testimonial and Visual Proof: Incorporating testimonials and before-and-after visuals (such as thermal imaging of blood flow improvements) can significantly boost credibility and showcase real patient results.

  Matt Keenan (16:35):
  “Testimonial videos and before and after photos... this shows the actual improvement is a big deal.”

• Platform-Specific Strategies: Utilizing platforms like TikTok, which surprisingly have a significant audience aged 50 and above, can be highly effective for niche treatments like neuropathy.

  Billy Sticker (16:35):
  “One of the biggest demographics as far as consumers of TikTok are people 50 and older.”

5. Weight Loss Campaigns

Weight loss remains a challenging yet highly profitable niche due to stringent advertising policies, necessitating creative approaches.

Key Points:

• Navigating Ad Policies: Facebook and other platforms have strict guidelines against certain terminologies and imagery that imply body shaming. Marketers must creatively bypass these restrictions by avoiding specific words like "semaglutide" and using metaphoric imagery.

  Matt Keenan (23:38):
  “We can't use specific words, but you can kind of hint around to it or you can even make up your own words sometimes.”

• Alternative Visual Strategies: Instead of before-and-after photos, which are often disallowed, use images showing patients holding symbolic weights or using creative props to represent weight loss achievements.

  Billy Sticker (27:37):
  “They did the after picture with big things of fat, like holding 20 pounds of fat and smiling.”

• Incremental Updates: Posting ongoing progress updates of patients rather than static before-and-after images to maintain compliance with ad policies while still showcasing success.

  Matt Keenan (27:37):
  “He posts updates about certain clients... they lost £90 so far... £120 down.”

• Clear Treatment Descriptions: Clearly describe the weight loss treatments available, such as red light therapy or lipo alternatives, to inform potential patients about their options without violating ad guidelines.

  Billy Sticker (26:16):
  “Lipo treatment now available in Houston, Texas, gets people's attention.”

6. Knee Pain and Surgery Alternatives

Marketing knee pain treatments as alternatives to surgery provides a compelling proposition for those hesitant about invasive procedures.

Key Points:

• Avoiding Surgery: Highlighting non-surgical treatments can attract patients looking to avoid the costs and risks associated with knee surgery.

  Billy Sticker (29:05):
  “Avoiding surgery is a huge selling point because someone would much rather spend $47 on this treatment than thousands on surgery.”

• Clear Messaging: Emphasize the effectiveness and affordability of alternative treatments to position them as viable solutions for knee pain.

  Matt Keenan (29:39):
  “They'd rather spend less on a treatment that might work instead of getting into medical debt with surgery.”

7. Marketing with Specific Equipment (Stim Wave, Shockwave)

Featuring specialized equipment can differentiate a practice and attract patients interested in advanced treatments.

Key Points:

• Visual Appeal of Equipment: Showcasing state-of-the-art devices like Stim Wave or Shockwave in action can intrigue potential patients and highlight the clinic's advanced capabilities.

  Matt Keenan (19:39):
  “They look pretty cool, like the Shockwave devices... they can do really well.”

• Educational Integration: Alongside showcasing the equipment, provide clear explanations of how these tools work and the specific conditions they treat to ensure patients understand their benefits.

  Billy Sticker (19:40):
  “You have to explain what pain they have and how it would actually benefit them.”

8. General Marketing Strategies for Chiropractors

Beyond niche-specific tactics, certain overarching strategies can enhance the effectiveness of all social media campaigns.

Key Points:

• Stop-Scroll Content: Creating visuals and messages that immediately capture attention is crucial to prevent potential patients from scrolling past the ad.

  Billy Sticker (20:31):
  “It stops the scroll and it creates interest.”

• Clear and Concise Messaging: Ensure that ads clearly communicate the benefits and treatments available, addressing the specific needs and pains of the target audience.

  Billy Sticker (21:04):
  “Speak to both the tool and the treatment results they are seeking.”

• Conversion vs. Lead Ads: Utilize conversion campaigns that direct users to detailed landing pages rather than simple lead forms, allowing for more comprehensive information and higher engagement.

  Matt Keenan (21:36):
  “Your landing page is going to have information... it's a great opportunity for you to have more information.”

• Effective Landing Pages: Incorporate doctor bios, testimonials, and detailed information about services to build trust and encourage appointment bookings.

  Matt Keenan (21:36):
  “Include a doctor bio in the landing page... have little testimonials.”

• Social Proof: Leveraging reviews and testimonials on landing pages enhances credibility and encourages new patients to trust the practice.

  Billy Sticker (23:20):
  “Testimonials, reviews, tons of reviews is good to put on there. It builds social acceptance.”

9. Building Authority and Consistent Content

Establishing a strong online presence through consistent content creation is key to becoming a local authority in chiropractic care.

Key Points:

• Consistent Promotion: Regularly sharing diverse content keeps the practice top-of-mind within the community, fostering recognition and trust.

  Billy Sticker (30:15):
  “The more you're promoting yourself, the more content you're getting out to your community.”

• Local Authority: Repeated exposure through various campaigns positions the chiropractor as a leading expert, making potential patients more likely to choose their services over competitors.

  Billy Sticker (30:15):
  “You become this local authority, this local celebrity.”

• Retargeting Audiences: Building retargeting lists ensures that the audience sees the practice’s offerings multiple times, increasing the likelihood of conversions.

10. Importance of Video Content

Videos are highlighted as a critical component of successful chiropractic marketing, offering a dynamic way to connect with potential patients.

Key Points:

• Storytelling: Videos allow chiropractors to tell their story, share patient experiences, and demonstrate treatments in an engaging manner.

  Matt Keenan (32:15):
  “Videos are always going to be the thing that we push for. They work. You have to tell the story.”

• Overcoming Hesitations: Encouraging chiropractors to create videos without fear of judgment from peers, focusing instead on addressing specific patient questions and needs.

  Billy Sticker (32:29):
  “Quit thinking of it... think of this video as making it for one person.”

• Training and Support: Offering training sessions helps chiropractors develop the skills needed to create effective video content, ensuring high-quality and impactful marketing materials.

  Billy Sticker (32:29):
  “We can help, even show you tons of samples and examples.”

Conclusion

Episode 177 of the ChiroCandy Podcast offers a comprehensive exploration of the most effective niches for chiropractic social media advertising. From general chiropractic services and specialized treatments like decompression and neuropathy, to high-potential areas such as massage therapy and weight loss, Billy Sticker and Matt Keenan provide valuable strategies tailored to each niche's unique challenges and opportunities.

Key Takeaways:

• Diverse Niches Yield Success: Exploring various niches within chiropractic care can attract a broader patient base and maximize marketing effectiveness.
• Creative and Compliant Advertising: Navigating platform-specific ad policies with creativity ensures that campaigns remain effective and compliant.
• Consistent Content Creation: Maintaining a steady flow of diverse, high-quality content establishes authority and fosters patient trust.
• Embrace Video Marketing: Leveraging videos for storytelling and patient engagement is essential for building a strong online presence.

Call to Action: Chiropractors looking to enhance their social media marketing strategies are encouraged to schedule a call with the ChiroCandy team for personalized guidance and support. Whether seeking a review of current efforts or embarking on a new marketing journey, the ChiroCandy team is poised to help practices achieve significant growth and community impact.

Billy Sticker (31:58):
“So if this is something that you would like, help on whether you just want our team to look and see what you're doing now and maybe give you some pointers, you can schedule a call with our team.”

Stay Connected:
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