Make your Business Profile and location pages complete, write a page for each service and common complaint without outcome claims, ask every patient for a review, use stories only with consent, build referral relationships, and email patients who opted in. Keep tracking off intake and booking forms.
Measure new patients booked and seen, by source.
Ten chiropractic marketing ideas
All online, and all built on trust:
Claims: what the FTC expects
Health claims draw scrutiny. The FTC's Endorsement Guides (16 CFR 255.2) say an advertiser must have adequate substantiation for claims made through endorsements, including competent and reliable scientific evidence when appropriate, and that consumer endorsements are not themselves such evidence. A patient's story will also likely be read as typical, so show typical experiences or say what patients generally experience. Describe your services and what an assessment involves; leave out promises about curing conditions. Your state chiropractic board's advertising rules apply too.
Reviews and testimonials
In BrightLocal's 2026 survey, reported by PinMeTo, 85% of US adults said positive reviews made them more likely to use a business. The FTC's reviews rule bars fake reviews, rewarding reviews of a particular sentiment and suppressing negative ones by threats or false accusations. Ask every patient the same way, never filter who gets asked by how happy they seem, and never confirm in a reply that the reviewer is a patient. Disclose any material connection, such as a discount given to a patient whose story you publish, as 16 CFR 255.5 requires.
Local search and practitioner profiles
Google's local ranking tips name relevance, distance and prominence, with reviews adding to prominence. Google's Business Profile guidelines allow a separate profile for each public-facing practitioner, alongside one for the clinic, and list doctors among their examples; a sole practitioner at a branded clinic shares the clinic's profile. Keep each profile complete and current. Our local SEO service runs this work.
HIPAA limits on tracking and email
The HHS Office for Civil Rights bulletin on online tracking says a tracking vendor that receives protected health information, such as appointment details, is a business associate and needs a business associate agreement; a June 2024 court order vacated one part of the bulletin, and HHS is evaluating next steps. Keep ad pixels and session recording off intake and booking forms unless the vendor has signed a BAA. A BAA is not enough on its own: the same bulletin says disclosing PHI to tracking vendors for marketing without the patient's HIPAA authorization is an impermissible disclosure. Marketing other products or services to patients using their information generally needs their authorization under 45 CFR 164.508, and marketing email follows the FTC's CAN-SPAM guide.
How to measure chiropractic marketing
New patients booked and seen by source; how many return for a second visit; referrals received by referrer; review count and recency; and cost per new patient by channel, from your practice system. Clicks and followers are context.
What we do and do not do
PromotEdge International is an international strategy, technology, marketing and design company, and our delivery team is in India. We build local search, service pages, review programs and patient email for clinics. We do no events, screenings or printing, write no outcome claims, sign HIPAA business associate agreements where our work touches protected health information, and never call ourselves HIPAA compliant. Our healthcare marketing page describes the work. This guide is general information, not legal advice.
Facts we rely on: see our company facts for what we state about ourselves and where each fact comes from.