Chiro Connect
Somebody posted in a chiropractic Facebook group this week. “Anyone know what happened to my Google Ads? Tanked since April. Way fewer new patients.”
The comments piled up fast. AI killed it. Google broke search. Ads are dead. You need this platform. You need that one.
Every answer was about the same thing. How to win back a front door somebody else controls.
Nobody said the part that matters. None of this is going to stop.
So let me ask you straight. What in all of that do you actually control?
None of it.
That’s not a you problem. It’s a renting problem. You’ve poured years into channels you rent and almost nothing into the one you own. They change the locks whenever they want.
Why are fewer new patients finding your practice through Google?
The front door moved, and nobody asked your permission. For years it was Google. Now somebody asks an AI engine for a chiropractor and gets five names before they ever see a search page. Maybe you’re one. Maybe you’re not on the list at all.
Try this: Open ChatGPT, or any AI engine, and search “chiropractor in [your city, st].” See where you land. Or whether you land at all.
What is the one marketing asset a chiropractor actually owns?
The list you already own. Every patient who’s ever been on your table is yours. Not Google’s. Not Meta’s. No algorithm rewrites that list at 2am.
Try this: Pull your patient list. Count how many you’ve got a current email for. That number is the only thing here no algorithm can touch.
Is owning a patient list enough, or do you have to use it?
Owning the asset isn’t the win. Keeping it alive is. A list you never talk to isn’t an asset, it’s a spreadsheet. And the tool you set up three years ago can’t keep up. The emails you think are landing might be sitting in spam.
Try this: Send yourself one of your own emails. Did it land in the inbox, the promotions tab, or nowhere?
What This Means for You
- ✓The platforms that send you patients can change the rules overnight. None of them owe you a warning.
- ✓When online slows down, your existing list fills the schedule faster than any new platform.
- ✓Owning a list and using it are two different things.
- ✓The channel you own only stays valuable if someone keeps it current.
Pro Tip: The fastest schedule-filler in a slow month isn’t a new ad account. It’s the patients who already trust you and haven’t been in since spring. A current list plus one good reactivation email beats chasing a front door you don’t control. 50 to 70% of the patients on our client lists open an email from their chiropractor every month, which is what makes that list worth more than any ad spend.
See What’s in Your List → Book a quick call
Curious what your own list would actually receive, and whether it’s landing in inboxes? Book a quick call and we’ll show you. If you want this kind of thinking every week, the Chiro Courier is where it lives.
Inside CC with Nerissa: Skinwalker Texas Ranger Is Supervising Claude Now
Skinwalker Texas Ranger overseeing Claude from dad’s shoulder. Middle management has gone fully feline.
I see the back of Greg’s head way more than I used to.
Not a complaint, just a fact of life now. Greg turned my Mac Studio into the home of the agent team he’s building, and that machine doesn’t sleep.
Skinwalker Texas Ranger oversees Claude from dad’s shoulder. He takes it seriously.
So yeah. Claude is basically a new member of the family at this point. Not in a cute way. In a “he’s at the dinner table whether we invited him or not” way.
And I know the whole world is freaking out about AI right now. The biggest and brightest thing changes daily. It’s all I see in the profession. It’s all I see on social media.
It’s hard to figure out what’s real and what isn’t.
Sometimes really clever marketing has me screenshotting it and asking Claude if it’s even doable. He tells me the 10% that’s real and we apply that. The other 90% goes where it belongs.
Asked Claude if it was the real deal. Didn’t even make the 90% this week.
But the thing that really has me right now is email.
Deliverability is moving. The inbox is changing underneath everybody, and most people sending email have no idea it’s happening.
Here’s the part nobody’s saying out loud. It’s not that Gmail and Yahoo frown on AI. They frown on content written only by AI.
The algorithm deciding who lands in the inbox and who lands in spam is changing constantly. And it picks up fast on what’s pure AI and what’s hybrid.
So if your plan is going to ChatGPT, saying “write this for me,” and pasting it straight into legacy software, that’s not gonna fly.
I don’t know how it knows. But I know it knows.
And here’s the stat that stopped me this week. Bots officially use the internet more than humans do now. Over half of all internet traffic last year was bots, 53%. We’re the minority online.
So no, it’s not realistic to think AI won’t write content. It already does. That’s fine.
The difference is whether it’s replacing your thinking or improving it.
Use AI to think and write for you, and you’re landing in spam.
Use it to sharpen what you already wrote, or the idea you already have, and you’ve got a real shot at the inbox.
That’s it. That’s the whole game.
I feel weirdly profound about all of it today. Three months ago we were hiring people to copy and paste. Now we’re hiring people to manage AI agents. That’s not a someday shift. That happened in one quarter, in my own company, on my own Mac Studio.
There’s nothing your imagination can’t accomplish right now.
Just don’t fall for the “I did it with these 5 prompts” posts on Instagram.
The cat didn’t. He supervises.
What does a Chiro Connect newsletter actually include?
Every newsletter ends with a Week of Wellness, a simple daily calendar that gives patients something to check and use all week, and a reason to open the next email. Here’s the one that went out with this issue.
Frequently Asked Questions
How do patients find a chiropractor now that AI is changing search?
More patients are asking an AI engine and getting a short list of a few practices instead of a full page of Google results. That makes visibility less predictable, which is why the durable move is owning and using your own patient list rather than renting a front door that keeps changing.
What is the most reliable way to fill a chiropractic schedule in a slow month?
The patients already on your list. A current patient list plus one well-written reactivation email fills openings faster than any new ad platform, because those people already know and trust the practice.
Does AI-written email land in spam?
Increasingly, yes, when the email is written only by AI. Inbox providers are getting better at flagging pure-AI content. Email that starts with a human’s thinking and uses AI to sharpen it has a far better shot at the inbox.
Do Gmail and Yahoo penalize AI-generated emails?
They’re not penalizing AI itself. They’re filtering content written entirely by AI with no human behind it. The fix is hybrid: a real idea, written and shaped by a person, with AI used to tighten it rather than replace it.