August 29, 2022

Identifying Your Target Market’s Wants and Needs for Chiropractic Practices


In the chiropractic services niche, most chiropractors are focusing upon a geographic location and general chiropractic services. This can work, but I want you to consider a slightly different strategy… Go deep into a target niche within your chiropractic services and this will bring you high quality, general chiropractic referrals.

Your Practice Must Have a Clearly Define Market Offering

Many chiropractic practices are essentially targeting anyone [already] interested in chiropractic services. While this is an effective strategy and we can help you reach this goal for your local marketing, it isn’t the only strategy to have in play.

Common Marketing Categories for Chiropractors

The standard categories that most chiropractors market to are as follows:

Marketing and SEO for Subluxation Focused Chiropractic Practices

Subluxation focused practices could be said to have a holistic, integral approach to lifestyle changes. A part of this lifestyle change could integrate chiropractic service as a preventative measure and an integrative approach to well being. However, the average person probably doesn’t know what subluxation is so this is a great opportunity to focus upon content creation that is relevant to the benefits that such an individual is seeking.

Examples of longevity and wellness topics could be ways to manage cognitive decline, avoiding depression, enhancing mobility, effective nutrition, hormone balancing, reducing cardiovascular disease risk, enhancing immune function, stress management and mindfulness practices.

By focusing online content towards these sub niches, your practice has now entered into areas that are directly within the context of your offerings, but probably not the first solution that someone interested in well being and longevity would think of as a way to experience the results they desire.

Back Pain Chiropractic Practice SEO

Back pain is a very common issue for many people, but most people who have experienced chiropractic treatments will go to their preferred chiropractor for such solutions. What you want to reach are the people who are unfamiliar with back pain solutions and those who are likely using over the counter medicine to attempt to treat their symptoms.

Here is a quick tip: go to and type into the search field “my back hurts “ there is a space after the word ‘hurts’. This triggers the Google autocomplete function and Google will reveal common searches that use that phrase. Other variations are: “back pain when [space]” or “back aches when [space]”.

Now when you combine this sort of content with our local SEO services, your website becomes a powerhouse for local marketing that will drive people with the symptoms you treat to your website. Don’t just rely upon being the chiropractic practice people find when they are looking for chiropractors; instead, define the problems your target market is already searching for online outside of the context of chiropractic.

Driving Traffic to a Car Accident Injury Chiropractic Website

Chiropractors focusing upon helping car accident victims recover can also use a similar technique and discover what common problem-oriented search terms exist in addition to ranking for auto accident chiropractic services. Once again, Google autocomplete is very helpful and when combined with our chiropractic SEO services, your website articles and/or videos relating to “car accident treatments…”, “auto accident treatments…”, “car accident whiplash treatment…”, “car accident whiplash concussion…”, “car accident whiplash what to do…” are the perfect way to build trust, brand, and offer value. There are numerous additional keywords used in relation to auto accident injuries treatable within the chiropractic niche.

Boosting Visibility for Chronic Pain Focused Chiropractic Practices

Chronic pain is another massive market that chiropractors can serve. This can be addressed through chiropractic services, nutritional guidance/coaching, supplementation, exercise routines and more. There are numerous people suffering from fibromyalgia, carpal tunnel, piriformis syndrome, rheumatoid arthritis, and many other afflictions that a chiropractor can help the patient to manage in a holistic manner.

Positioning Your Herniated Disc Chiropractic Practice At The Top of Google

Herniated discs affect countless people and they are looking for specific solutions online ranging from surgery to symptoms to exercises. “Can chiropractors treat herniated discs” is a long tail keyword phrase that your website should already be ranking for if this is a treatment you provide. But, so is “herniated disc treatment without surgery…” or “herniated disc lower back”.

This target market exercise isn’t complicated, but it tends to be over-complicated by the professionals who are thinking from their position of expertise outward. Instead, imagine placing yourself in your potential patient’s shoes; suffering from pain and not knowing technical terms. How would they describe what they want, feel or need?

Growing a Migraine Headache Chiropractic Practice Presence Online

Specializing in migraines is another excellent opportunity to help more people. Common autocomplete phrases include “migraine chiropractic adjustment…” or “migraine chiropractic adjustment [insert your city, state]. But even better yet, ranking “natural migraine relief…”, “migraine treatment”, “migraine remedies” in the context of your geographic market is another great way to penetrate the market and offer chiropractic as a solution.

Marketing and SEO for Neck Pain Focused Chiropractic Practices

Marketing can be a pain in the neck… Just kidding! But it really can be troublesome if you are promoting your services from the wrong perspective. As I have said before, putting yourself in the place of your prospective patient is the best way to reach them. Present the issue, demonstrate expertise, differentiate and offer a call to action.

People get neck pains for all sorts of different reasons. They might have slept wrong, had a sports injury, have a cold, have too much stress, etc. Each potential reason for neck pain can be an article. When well written, optimized, distributed and then boosted by a powerful internet marketing system such as the one Sapid SEO Company has, then you will reach your ideal target market.

Online Visibility for Chiropractic Practices Treating Sciatica

When it comes to treating sciatica, there are numerous causes, but the patient only wants one thing… A solution. Educational articles are interesting to people in healthcare related professions or people who are researching, but your target market wants the pain to go away.

“Fastest way to get over sciatica…”, “fast sciatica relief…”, and “sciatica quick recovery” are just a few of the autocomplete searches.

How to Market A Sports Injury Chiropractic Practice

Sports medicine is a booming industry and a great way to add value to your patients. However the best value your patients can ever receive from you is by not having to see you for sports related injuries in the first place. Every sports team in your area needs the expert advice, training and supplemental coaching that a chiropractor can share.

Obviously, your practice needs to be highly visible for sports injury treatments, but the other lesser discussed market is injury prevention. Not only can this bring you to the awareness of coaches, but gym owners, business owners and more. Injury prevention boot camps, workshops and training events are great ways to get in front of the people who need you. Not only can you help prevent injuries, but in the inevitable case one does occur, you will also be the first person that comes to mind for treatment.

A Specific Target Market Has Well-Defined Needs, Wants and Concerns

With your chiropractic practice’s marketing plan, targeting a specific niche does not mean you exclude people who are outside of your niche, it just helps you to focus your investment in marketing services and branding your practice within a specific area.

How to Select Your Chiropractic Target Market Demographics

Some important demographic factors to be clear about are the following. This doesn’t mean you can’t work with people outside of your target, it just means you focus the majority of your efforts on this group.

  1. Age
  2. Location
  3. Gender
  4. Income level
  5. Education level
  6. Marital or family status
  7. Occupation
  8. Ethnic background / language

Refining Your Demographic Niche To Create The Chiropractic Patient Avatar

Yes… kind of like the movie The Avatar… The persona or the hypothetical ideal client. What would this person be like? Identify his or her psychographics:

  1. Personality
  2. Attitudes
  3. Values
  4. Interests and/or hobbies
  5. Lifestyle
  6. Behavior / Activities

Sapid SEO Company Can Help You Reach Your Ideal Chiropractic Patients

When you become clear with who you are, who your practice serves, and the marketplace that you really enjoy working with or want to target then all the stars align. Sounds kind of woo woo, right? But there is some truth to this… Helping the people that come to you because you have demonstrated that you are an expert in one specific area will bring you more general clients per word of mouth.

When I was a teenager I played basketball and I had terrible bursitis in my knees. My dad had great success with the local chiropractor treating his back pain, and naturally, I ended up at the chiropractor’s office to treat my knees. It was an unconventional treatment for sure, but it worked and it was a better solution than becoming dependent upon anti-inflammatory medication at a young age.

We at Sapid SEO Company can help guide you in expanding your chiropractic practice and developing new traffic sources for your website.

We have done it for numerous clients and would love the opportunity to add you to our success list. Contact us today and our SEO consultants will review your website, market and keyword phrases we believe you should be targeting. Once we do this we will schedule a consulting call and review the path forward with you. We’re looking forward to hearing from you.

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