In order to grow their practice, chiropractors must meet potential patients where they are. Most U.S. adults spend time on social media, and 70% of them use Facebook. This makes social media—and specifically Facebook—a powerful tool for chiropractor marketing.

In addition to reaching new patients, Facebook is also useful for building an online brand. Paired with a polished, informative website, a Facebook account with frequent posts shows that you’re an experienced chiropractor.

Keep reading if you’re looking to learn how to set up and post on a Facebook page for your chiropractic practice. We also explore paid Facebook Ads, another part of this social media platform that reaches a wider audience than organic posts.

Types of Facebook Marketing

Chiropractors reach the widest possible audience when they use both organic content and paid advertising on Facebook’s platform. Organic content is what you post on your chiropractic practice’s Facebook page. This type of content is free to create, and it appears in the feeds of anyone following your page.

Your paid ads are sprinkled into the feeds of Facebook users—both followers and non-followers. They say “sponsored” along the top so that users can tell them apart from organic posts. You pay for every feed placement, also known as an impression. 

Organic Content

Posting on your Facebook page serves several purposes, including:

• Brand awareness: Your Facebook page tells visitors what your chiropractic practice does. That way, you come to mind when they have a musculoskeletal concern in the future and are looking for a chiropractor to see about it.
• Practice credibility: You can use your Facebook page to update your followers on news in the chiropractic world or offer them tips on joint health. If you post frequently enough, your followers think of you as knowledgeable and trustworthy. This makes them more likely to schedule an appointment with you when they need chiropractic care.
• Patient engagement: One of the main advantages of social media is that it allows for two-way communication. Your patients can react to your posts and send you direct messages. This makes patients feel more connected to and heard by you, and a happy patient continues to see you for their chiropractic care.

Though it’s important to establish an organic presence on Facebook, these posts have their limitations. Some of these disadvantages include:

• Limited reach: Your Facebook posts only appear in your followers’ feeds, which means you reach a limited number of Facebook users. There is an exception to this rule that sometimes applies. When your followers react to your posts, you may appear in their friends’ feeds as well.
• Time commitment: To grow your Facebook following, you must post several times per month. You also have to keep an eye on your notifications to make sure you respond or react to all comments and messages. This may be too much of a time commitment if you run a small chiropractic practice with few staff members to help you.

Paid Advertising

Facebook paid ads are useful for the following reasons:

• Enhanced visibility: Facebook uses the data it has collected on its users to determine who is most likely to be interested in your services and then target their specific demographics, behaviors, and interests with your paid ads. The Facebook users who have these characteristics can be anyone on the platform, not just your followers, which means you’re reaching a broader audience.
• Lead generation: Every Facebook ad has a call to action (CTA) that asks the person to do something, such as visit your website. Once they complete this action, they become a lead. A lead is a marketing term used to describe someone who has shown interest in your chiropractic services. A lead isn’t necessarily guaranteed to become a patient, but if you continue to reach out to remind them about your services, you may be able to convince them to schedule an appointment with you.
• Ad retargeting: Facebook’s retargeting capability shows your ads to users who have previously interacted with your chiropractic practice. For example, maybe they have visited your website or seen a previous ad. This strategy is more effective than cold outreach at turning leads into patients because these individuals have heard of you.

Here are some of the cons of Facebook paid advertising:

• Added expenses: Facebook offers cost-effective advertising compared to other platforms, such as Google Ads, but it still isn’t free. You have to set a monthly budget for paid ads and factor that cost into the other expenses of running and marketing your chiropractic practice.
• Ad blindness: Internet users are constantly bombarded by ads, so their brains sometimes filter them out, a phenomenon called ad blindness. You don’t want this to happen with your ads, so you need to make them relevant and eye-catching.

Content Marketing Ideas for Chiropractic Facebook Pages

The content on your Facebook page is usually informational in nature because you’re trying to build a brand for your chiropractic practice. Here are some ideas for Facebook posts that tell your followers exactly who you are and position yourself as experienced and knowledgeable.

Wellness Tips

Educate your followers on how to improve their spinal and joint health. For example, you could provide tips on maintaining good posture while working at a desk all day or list stretches to do before working out to prevent injuries. This type of content not only shows your patients that you care about them beyond just getting them to schedule appointments with you, but it also demonstrates that you know what you’re talking about.

Patient Testimonials

Potential patients like to hear from current patients to determine if you can help them. You can repurpose an online review from your Google Business Profile or share an in-depth story on how you helped a patient and ask them for a quote to include. These testimonials show real examples of what you do, giving potential patients an idea of the quality of your services.

Chiropractic News

Chiropractic news is everything from research studies to news articles to holidays that are relevant to the chiropractic industry. For example, the American Chiropractic Association (ACA) has a tab on its website for research that shows the value chiropractic care offers patients. You could write a Facebook post about a new study that was recently added to that page. 

There are also a few holidays throughout the year that are specific to chiropractors, such as National Chiropractic Health Month in October. Every year has a theme to focus on a specific aspect of chiropractic health. You can make a post for the first of the month where you explain the theme for the year and provide health tips related to that theme.

Practice Updates

Many of your followers are likely going to be your current patients, so you can use your Facebook page to update them on any changes to your chiropractic practice. For example, you can do a spotlight on a new staff member joining the team or talk about the new telehealth service you’re offering. You should also add these operational changes to your website, but it’s still good to write a separate social media post to ensure your patients find out about them.

Behind-the-Scenes Glimpses

Behind-the-scenes content humanizes your chiropractic practice, making it easier for your followers to connect with you. Here are some examples of this type of content:

• A day in the life as a chiropractor
• A holiday celebration with staff members in the office
• A demonstration of turning over an exam room between patients

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Campaign Ideas for Chiropractic Facebook Ads

The copy for your ads should be different from the posts on your page because the purpose of the content is different. In this case, you’re trying to promote your chiropractic services, so you want to directly talk about what you do. Below are some specific ideas on how to do this.

Patient Concerns

Chiropractic ads perform better if you directly address the pain points with which your target audience may be struggling. For example, if you specialize in sports-related injuries, you can make the first line of your ad about sprains, tears, or something else. The second line of your ad would then talk about how you treat that injury. This approach helps your audience see the value of your services.

Limited-Time Offers

Consider running a promotion, such as $25 off your first adjustment. People are always looking for ways to save money, and if you make the deal time-sensitive, you encourage them to book an appointment with you immediately as opposed to putting off the decision.

Before & After Shots

Use before and after photos to show how you have helped a patient. For example, you can demonstrate how their posture has improved or how the swelling in their ankle has gone down. Appealing visuals stand out, grabbing the Facebook user’s attention when they’re scrolling through their feed and showing them a real example of your chiropractic care.

Regardless of which content idea you choose to use for your ad campaign, be sure to keep your copy concise. Facebook recommends a length of around 125 characters, or about two lines of text. If a potential patient wants to learn more about your specialty or practice, they’ll visit your Facebook page or website.

Best Practices for Chiropractic Facebook Marketing

There are certain tips and tricks that apply to all Facebook content, not just ads or posts. We explore these universal recommendations below.

Use Visuals

Every paid ad includes some sort of visual (e.g., picture, video, infographic, carousel). Even with organic posts that don’t require a visual, you still see better engagement with one. For example, maybe you include a headshot in the spotlight post about the new staff member joining your practice. Facebook users can feel overwhelmed when they see a lot of text, so photos and videos are a visual way to get your point across.

Keep HIPAA in Mind

HIPAA guidelines prohibit you from sharing a patient’s personal information on social media unless they give you express permission to do so. Personal information is anything that can be traced back to them, including images of their face and body. If you don’t have their consent, you either have to refrain from posting their story or remove all personal details and tell a generic story.

Use a Content Calendar

Keeping up with Facebook can be daunting, especially when you’re posting on your page and running an ad campaign. That’s why we recommend setting up a content calendar to plan each month ahead of time. You can even schedule your posts and ads to go live on a certain day.

Chiropractic Facebook Advertising vs. Google Advertising

Another type of paid advertising chiropractors should consider is Google Ads. There are several types of Google Ads, but the traditional type is the one that appears at the top and bottom of search results. Like Facebook Ads, they say “sponsored” so that Google users can tell them apart from website pages that have appeared organically on the search engine. 

Google Ads serve a different purpose and target a different audience than Facebook Ads, which is why we would recommend splitting your advertising budget between the two and running ad campaigns for both. Below is a quick comparison so that you know how to use each platform.

	Facebook	Google
Ad Purpose	Educate users on what you do so that they know who to turn to if they need a chiropractor in the future	Turn users who are actively searching for a chiropractor to treat a musculoskeletal condition into patients
Placement Process	Auctions, where the highest bidder wins placements on feeds	Auctions, where the highest bidder wins placements on search results
Payment Structure	Pay per impression (whenever you appear on a feed) unless you set up an ad campaign to run otherwise	Pay per click, which is why Google advertising is also called PPC advertising
Ad Cost	Fewer advertisers means it’s cheaper to win an auction	More advertisers means it’s more expensive to win an auction
Audience Size	Fewer users means access to a smaller audience to target	More users means access to a larger audience to target
Audience Targeting	Specific demographics, interests, and behaviors based on the characteristics of users who have responded to your ad campaigns in the past	Generic search terms
Ad Format	Ads have visuals and copy	Traditional ads that appear on regular search results are text-based without visuals

Other Social Media Platforms for Chiropractic Marketing

The goal of social media advertising is to connect with users who could potentially become patients for your chiropractic practice. Facebook is a good place to start with this because it is a widely used platform with a broad user base. 

However, maybe you set up Facebook and want to add another platform to your marketing strategy. Or, maybe you want to reach a younger audience and create more video content. In which case, we have summarized some other social media sites you might consider in the table below.

	User Base	Content Type	Potential Use Cases
Facebook	All ages, though slightly older	Mix of text and visuals	See previous sections
Instagram	Young	Photos and videos	Educational infographics on your area of practice
TikTok	Young	Short videos	Behind-the-scenes glimpses of your office and staff
YouTube	All ages	Long videos	In-depth demonstrations of adjustments
LinkedIn	Professionals	Mostly text, though visuals possible	Connect with other chiropractors

LinkedIn isn’t a platform you would use to directly reach new patients. We included it on this list, though, because it gives you a place to connect with other chiropractors and medical professionals. They might be willing to share what their digital marketing strategy looks like, which could indirectly help you with practice growth.

Final Thoughts

Building a Facebook presence for your chiropractic practice is more than the occasional post or ad. You need a marketing strategy that reaches the right audience and encourages them to engage with you, which requires research, time, and commitment. 

If this is more than you can handle on your own, Online Chiro is happy to help. Our team of experts works with chiropractors on PPC advertising, social media management, and other digital marketing efforts. Contact us today to learn more about our services.