Why are the best paying clients going to other chiropractic clinics?

Bill Stiber

The world has changed and you as a chiropractor have the golden ticket. 

Today’s best-paying high-value patients no longer trust conventional medicine, however they do trust alternative care. Yet for some reason, these cash-paying patients are not showing up at your door.  

It’s not your fault.  While you work hard to serve and were taught to be the best at what you do, you were not taught how to properly attract the right patients to your door.

That’s exactly why in this post I am going to share with you the three things you can do right now to drive more ideal high paying patients directly to your door. 

Oh, and how to stay fresh and relevant in your customer’s minds.

Three ways you can attract more patients to your practice and keep the ones you have.

Embrace – High Paying Clients Wants.

Create – Specific Messaging For The Buyer’s Journey.

Re-engage – Your current patients for higher profits.

Embrace – High Paying clients Wants.

THE problem

The chiropractic market is saturated with competition. There seems to be a limited quantity of high-paying patients coming through the door and the ones that do are not the ideal patients that you want.

THE solution

Alternative medicine has surged in popularity due to easy access to information on the internet.  

Nowadays medical providers are pushing people away in favor of prescribing drugs as quick fixes and passing them from one specialist to another without building any lasting connections. 

This leaves patients feeling underappreciated and under cared for. There are two high-value demographics of cash-paying patients that are looking for alternative care providers like you. 

These patients have the largest discretionary incomes, don’t trust western conventional medicine and want a more personal approach to healthcare. 

All you have to do is embrace these two demographics by offering them what they want and by offering a personal touch.

what Dr. Gary had to say

With the wrong patients coming in the door, Dr. Gary felt like his chiropractic practice was a failure. 

“New patients are tire kickers. They don’t book follow up appointments.  And when they show for up their appointments they are not interested in preventive care or they only want quick fixes,” he said. 

The problem was he was focusing on everyone as a client instead of niching down and focusing on the right people that he can serve best. 

To combat this we defined two high-value demographics that pay cash who are looking for chiropractic care.  

He revamped his procedures to create a more personal touch and offering the preventative treatment plan that his patients actually wanted. Once this was done his practice was booked with the right kinds of patients.


The two largest demographics with the largest discretionary income don’t want to be just another number or statistic.  They want to know that their medical provider understands their concerns and is willing to show them an alternative way to treat their illness and injuries without pharmaceuticals or surgery.  These patients have become savvy and are educated on naturopathic and preventative treatments to healthcare. They want to be part of the solution and involved in their own healthcare.  

Create – Specific Messaging For The Buyer’s Journey.

THE problem

You are not getting the right prospects through the door or the ones you are getting don’t quite understand the problems your solve.  The issue is that your message doesn’t align with the wants and needs of your prospects in their buyer’s journey.

THE solution

This can easily be corrected by implementing the right messaging into your content and making sure that you address each stage of the patient’s purchase decision (the buyer’s journey).  

Are the patients just developing an interest or becoming aware of the problem, are they in the information gathering stage and have questions or, are they exploring options (solutions) to a problem and are ready to book an appointment?  This is the buyer’s journey. 

Without the right wording at the right stage of the buyer’s journey, patients believe that you are not the right solution to their problem or they move on to find someone who understands them.

Without a mapped out step-by-step process for patients to follow, when patients land on your website, if the messaging doesn’t match their current buyer’s journey they quickly leave and find someone who speaks directly to their present need. 

what Dr. Paul had to say

Nothing proves this point more than the story of one of my clients named Paul.  

When Paul first confided in me, he told me that he paid a website developer a few thousand dollars to build him a fancy website.  

At first, he was delighted because the site looked just like he wanted. The only problem was that when people landed on his website they didn’t call or book appointments. After about a year of frustration, he finally reached out for help.  

To combat his problem together we discovered his ideal patient avatar and identified the three stages of the buyer’s journey. 

Armed with this ammunition we were able to craft specific messaging that called to his ideal patient’s needs and wants and created three website journeys (sections) that addressed each stage of the ‘buyer’s journey’ which ultimately led to booking new appointments.  

Within a very short time, Paul was booking ten new patient appointments every week. The right ‘buyer’s journey’ structured website literally results in more patient leads being funneled into your sales process. 


Conventional websites don’t attract the right patients. They are glorified billboards or brochures displaying bullet lists of services.  They don’t address the three stages of the buyer’s journey. You need a properly structured website (or a lead generation machine) that is engineered to guide patients through each stage of the buyer’s journey, one that builds trust and authority. Done right this will attract, educate and guide potential patients to solutions at just the right stage of the buyer’s awareness. Your website needs to give potential patients action steps to follow, like bread crumbs leading to you – as the only solution for their care. Changing the messaging on your website to speak to specific patient needs and their desires at their current decision-making process is key to rapidly convert prospects into paying patients. 

Re-engage – your current patients for higher profits.

THE problem

Many patients are not booking followup appointments and others are going to your competition. It costs 5x (times) as much to acquire a new patient as it does to nurture the ones you already have yet so many chiropractics are focusing more on acquisition than retention. 

THE solution

The problem is most chiropractors don’t have a solid patient retention strategy in place.  

What you need is a inexpensive email nurturing program designed to re-engage and educate patients on the benefits of continued treatment protocols. 

In a crowded market the chiropractors that reach out consistently are the ones who are on the tip of their patients mind. 

We all have people whose emails we can’t wait to read when they land in our inbox.  

Done right, your emails will give patients what they want, actionable information about their health care and it will be something they look forward to instead of something they send to the trash. 

what Dr. Webster had to say

When I first met Dr. Webster I was amazed by how she treated the whole body together as one unit, however, regardless of her knowledge, the problem was that her patient’s retention was terrible. 

“I’m losing more patients than I would like which is causing me to spend more and more on expensive advertising,“ She said.  

During a brief consultation, we were able to quickly determine the core benefits her wholistic treatments provide patients. Armed with these main benefits we created a series of emails that provided information patients could use themselves to get better. 

These emails were packed with actionable information, tips on nutritional supplements, helpful stretches, and things that her patients were concerned with. 

The goal was to provide so much beneficial information in a short digestible formats that helped each patient with their health goals.  She didn’t think of it as giving away information that was competing with her treatment. 

If anything it endured her to her patients, made them feel special and created trust and reciprocity. After just a few weeks of engaging emails, her phone was ringing off the hook with questions about her emails, supplements, articles she shared, etc. What this did was allow her to engage her patients more. 

These engagements ignited a process that helped get patients to come back in and sign up for continuation treatment protocols that boosted up her bottom line.


Dr. Webster’s story is not unique.  It’s common knowledge that the people who stay in contact with their customers, provide valuable resources and foster engagement have the highest patient retention rates. With our help, Dr. Webster took the key elements of her treatment protocols, synthesized them into actionable information, tips and resources that her patients were concerned with and sent them out in her email campaign.  Providing beneficial resources through email endured her to her patients, made them feel special and created trust and reciprocity. This process made her phone ring off the hook which allowed her to engage her patients and foster conversations that led to more repeat business with higher ticket treatment plans.


With the right patients, price should never be what you’re competing on!

Now you have a high-level view of what it takes to set yourself apart from the competition. You won’t waste any more money on a content strategy without the right messaging that assists patients through their buyer’s journey. Finally, you will be able to attract the right patients, at the right time with the right bait making it easy for them to find you and book appointments. Not only will you start attracting high-value patients to your practice but your retention will increase and so will your profits. Your email campaign will foster more engagement from existing patients and drive more purchases of highly profitable treatment protocols.

how can I help?

I not only create systems that attract and engage patients, but I manage an alternative medical clinic, so I know what patients want. Also with over 20,000+ surveys from Baby Boomers, Gen X-ers, and Millennials, I know what patients are looking for in a healthcare provider. I can put my knowledge to work for you to help you attract, engage and convert the right high-value cash patients to your door.

Share or comment

If you liked this article or think it would be useful for a friend or colleague, please share it with them – I’d really appreciate it. 

What strategy mentioned did you find helpful to implement in your practice? I’m generally curious and will reply to every email: bill[at]billstiber.com.

Bill Stiber

Content Marketer & Copywriter

Bill is an experienced freelance writer, researcher, journalist and Naval corpsman who presently manages a functional medical clinic in Georgia. Find out how Bill went from watching his father stroke out and nearly die, become disabled to treating patients’ ailments naturally.

Bill Stiber

Bill Stiber

Content Marketer & Copywriter

Bill is an experienced freelance writer, researcher, journalist and Naval corpsman who presently manages a functional medical clinic in Georgia. Find out how Bill went from watching his father stroke out and nearly die, become disabled to treating patients’ ailments naturally.

Bill Stiber