Healthcare & Wellness / Wellness, Therapy & Recovery
Chiropractic Marketing
Chiropractic marketing from MBI is a workshop-first acquisition program: an educational workshop on posture or back-health topics, promoted with new-neighbor and radius direct mail, Facebook and Instagram RSVP ads and opt-in text confirmations, with every mailed and printed piece produced in-house.
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What does chiropractic marketing look like for a local practice?
The short answer
Chiropractic marketing from MBI is a workshop-first program: an educational workshop on posture or back-health topics that leads to consultation requests, promoted by new-neighbor and radius mail, Facebook and Instagram RSVP ads and opt-in text confirmations. One team selects the addresses, prints the cards and puts them in the mail.
One destination. The three researched chiropractic campaigns share one destination: an educational workshop on posture or back-health topics leading to consultation requests, a Facebook and Instagram RSVP campaign for local workshops or health talks, and a new-neighbor or radius direct-mail campaign introducing the local practice and its services.
One team. MBI plans, produces and delivers direct mail, print and digital campaigns from a single team in DeLand, Florida, and data, print and delivery have been in-house since 1989.
direct mail marketing services digital advertising services seminar marketing services
Meta ad · Facebook
Reel · Instagram
Direct mail
Who does chiropractic direct mail actually go to?
The short answer
The households around the practice. Chiropractic mail runs as a radius drop, a new-neighbor card to people who have just moved in, or an appointment reminder, and oversized postcards are a common format for it. The audience is built from addresses, never from patient records.
The documented mail. Chiropractic mailers are used for appointment reminders, radius marketing and new-neighbor outreach, and oversized postcards are a common format.
Geography, not a condition. Every mail audience this vertical's research names is geographic — a radius around the practice or households that have just moved in — and no researched sentence supports selecting households by a health condition.
The addresses
Workshop marketing
How does chiropractic workshop marketing reach people before the date?
The short answer
By pointing everything at one date. A workshop, health talk, posture class, lunch-and-learn or free local back-pain seminar goes out on a mailed invitation card and on Facebook and Instagram ads carrying an RSVP form, and opt-in texts confirm each registration and remind before the evening.
The events. Workshops, health talks, posture classes, lunch-and-learns and free local back-pain seminars are identified as chiropractic acquisition events.
The RSVP ads. Paid Facebook and Instagram promotion of workshops, health talks, posture classes, lunch-and-learns and in-clinic events, each carrying an RSVP form, is supported for a chiropractic practice.
The room, not the condition. Chiropractic paid-social copy stays general: the campaign avoids targeting or wording that implies a viewer has a medical condition.
seminar direct mail seminar marketing services direct mail and digital marketing
Postcard · Direct Mail
Kit · Printing
SMS
Where does texting fit in a workshop campaign?
The short answer
After the opt-in, and nowhere else. Texts confirm a workshop registration and send event reminders before the seminar or the consultation path, so they reach people who already said yes. CTIA's messaging principles say a sender should message only once the consumer has opted in and should honor every opt-out.
The documented texts. Opt-in texts confirm a workshop registration and send event reminders before the seminar or consultation path.
CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, and signing up at a point-of-sale or other on-site location among the mechanisms by which a consumer might demonstrate opt-in consent; that senders should not use opt-in lists that have been rented, sold or shared; and that senders should acknowledge and honor all opt-out requests.
CTIA Messaging Principles and Best Practices, May 2023, §§5.1.2–5.1.4
seminar email and sms reminders direct mail and digital marketing
SMS
SMS
Postcards
What goes on chiropractic postcards, and how big may they be?
The short answer
An introduction to the practice, or the workshop invitation card. A chiropractic card more than 4-1/4 inches high or 6 inches long must be at least 0.009 inch thick, and a postcard at commercial card prices must be no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch.
The print set. The chiropractic print set is direct-mail postcards, including oversized and new-neighbor cards, and seminar or workshop invitation cards.
USPS Domestic Mail Manual 201.1.2.1 sets cards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick; postcards at not more than 6 inches high, 9 inches long or 0.016 inch thick, with 4-1/4 inches high by 6 inches long the maximum for each stamped card and each half of a double stamped card; a card more than 4-1/4 inches high or 6 inches long must be at least 0.009 inch thick; and an aspect ratio, length divided by height, of 1.3 to 2.5 inclusive.
USPS Domestic Mail Manual 201.1.2.1
From one corner
Postcard · Direct Mail
Postcard · Direct Mail
New patients
Where does chiropractic new patient marketing begin?
The short answer
At the mailbox and in the room, not at the appointment book. A new-neighbor or radius mailing introduces the practice and its services to the households around it, the workshop gives somebody a reason to walk in, and the conversations afterwards are what lead to consultation requests.
In house. Printing at MBI is commercial and variable-data printing produced in house.
45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of a face-to-face communication made by a covered entity to an individual, or a promotional gift of nominal value provided by the covered entity; and that if the marketing involves financial remuneration to the covered entity from a third party, the authorization must state that such remuneration is involved.
HIPAA Privacy Rule, 45 CFR 164.508(a)(3)
Guide · Printing
One-sheet · Printing
Questions
Questions a chiropractic practice asks before it mails
Searched for chiropractor marketing, marketing for chiropractors or chiropractic practice marketing? Same work, same answers.
What does a chiropractic marketing program from MBI look like?
A chiropractic program from MBI is built around an educational workshop on posture or back-health topics, promoted by mail and by Facebook and Instagram RSVP ads, and leading to consultation requests. MBI plans the promotion, writes the pieces, prints them and puts them in the mail.
Which households get the chiropractic mailing?
The households around the practice, chosen by geography: a radius drop or a new-neighbor card to people who have just moved in. None of it comes from patient records. HIPAA requires a covered entity to obtain an authorization for any marketing use of protected health information, apart from face-to-face contact and gifts of nominal value.
What kind of event does a chiropractic campaign promote?
Workshops, health talks, posture classes, lunch-and-learns and free local back-pain seminars — the acquisition events a chiropractic practice can actually run. The whole program promotes one of those events rather than selling an appointment cold.
How does a chiropractic RSVP ad work?
Paid Facebook and Instagram ads promote the workshop, health talk, posture class, lunch-and-learn or in-clinic event, and each ad carries an RSVP form. Someone who completes it is registered for the date. MBI writes the ad and builds the RSVP path behind it.
Why does a chiropractic ad name the workshop and not the condition?
Because the copy stays general. An ad for a chiropractic practice avoids targeting or wording that implies a viewer has a medical condition, so the campaign advertises the room and the topic instead. Every line MBI writes for a chiropractic practice is held to that rule.
When may a chiropractic practice text someone who registered?
After the opt-in. Texts then confirm the workshop registration and remind before the date. CTIA's messaging principles say a sender should message only after the consumer has opted in, should not use lists that have been rented, sold or shared, and should honor every opt-out request.
What does MBI print for a chiropractic practice?
Direct-mail postcards, including oversized and new-neighbor cards, and seminar or workshop invitation cards. Those are the formats the program mails, and MBI produces them in-house, so the piece that lands in a mailbox and the piece on the table at the workshop match.
What does it cost to mail a chiropractic workshop invitation?
No list price exists. A quote resolves to two costs — producing the card and mailing it — and seven decisions move them: quantity, format and finished size, paper and weight, color, coating and finishing, data and personalization, postage, mail class and sortation, and entry and drop strategy. /capabilities/direct-mail/direct-mail-cost takes each in turn.
Get started
Start a workshop campaign.
Say which practice it runs for and the workshop it points at. It goes to a real member of the MBI team, not a queue.