A patient you’ve seen for four years is on your table.
They mention they’ve been getting laser on their knee. Twice a week, across town.
You’ve had a laser in Room 2 since spring.
They had no idea.
So let me ask you straight. How did your patients find out about the last thing you added?
The Facebook post the week it showed up.
The sign by the front desk.
The one email that went out the month you got it.
The walkthrough you give every new patient on day one.
You told people. I get it. Then the week got busy and you went back to adjusting.
You announced it. That doesn’t mean your patients know. Most of your regulars still think you do exactly what you did the day they started.
And it doesn’t matter what you added. Laser, SoftWave, shockwave, decompression. Marketing a new therapy starts with the patients who already trust you, and most of them haven’t heard about it.
Why don’t your patients know you offer shockwave or SoftWave therapy?
Because the longer they’ve been with you, the less they see. Your regulars are the last ones to find out what’s new in your office.
New patients get the full tour. Your regulars walk from the door to the table and quit reading the walls years ago. So when their knee acts up, they don’t think of you. They think of whoever mentioned it first.
Try this: For two days, have your CA ask every patient at checkout one question. “Did you know we do [your new service] now?” Put a mark on a sticky note every time somebody says no.
How do you talk to patients about shockwave, SoftWave, or laser therapy?
Start with their problem, not the name of your machine. Nobody wants the machine. They want the pain gone.
Your sign says “Now offering cold laser therapy.” Or “Now offering SoftWave.” Your patient doesn’t know what that is, and they won’t ask. They know their heel hurts every morning when they get out of bed. Start there and they’ll hear you.
Try this: Write one sentence your whole team says the same way, and start it with the problem. “If your heel hurts first thing in the morning, ask us about this.” Tape it by the phone.
Who should hear about your new therapy first?
The patients already on your schedule. The patient who needs it most is in your chart right now.
You already know who has the bad knee. It’s in the chart. The sign turned into wallpaper by week two. But you bringing up their knee while they’re on your table? They won’t miss that. And it’s not selling. They’re already paying somebody else for it.
Try this: Write down ten patients you saw this month who have the problem your new service treats. Next time each one comes in, bring it up yourself, in one sentence about their problem.
What This Means for You
- ✅ Your regulars can't ask for something they don't know you have
- ✅ A patient hears their own problem a lot faster than the name of your machine
- ✅ One sentence from you beats every sign in your lobby
- ✅ If you don't tell them, somebody across town will
Pro Tip: One announcement email isn’t a plan. Bring the new therapy up again in your weekly newsletter, one problem at a time. Heel pain one week. Knees the next. Your regulars quit reading the walls, so put it where they’re already looking.
Inside CC with Nerissa: Claude Told Me to Quit Writing This Section, So Naturally Here’s Another One
The part of this newsletter where I share marketing insight is easy AF. After years and years of working in chiropractic marketing, my Super Intelligence brain helps me craft what’s on my mind fairly quickly.
But Inside CC with Nerissa? That’s different. That’s the one I need to be in the mood to write. It’s the reason my newsletters normally go out later than I’d like.
I have to be in the mood, and something interesting has to be happening. To be honest, my life is the same seven days a week. I’m working on and off all day, most days, with Greg. We rarely leave the house. Y’all already know he makes the best steaks and Old Fashioneds. 🥩
I hand select photos each week from my photo reel to share with you. It gives you a glimpse into the boring heaven that is our lives.
First, this Malbec was insanely delicious. I’m trying a wine subscription box and so far they’ve all been incredibly tasty. I learned on Instagram that wine is a way to connect with other entrepreneurs, so I’m trying to learn a new skill. LOL. 🍷
There’s also a big knife in that photo. We bought a new set of Ninja knives and let me tell you, they are the sharpest knives I’ve ever used. Probably too sharp. I’ve cut myself three out of the three times I’ve used them. I’m officially banned from kitchen cutting duties. 🔪
I also share photos of our cats because they are in our faces non freaking stop, 24/7. When we get a chance to make them mad or annoy them, we certainly try. Berlioz was getting brushed and the anger was palpable. 😾
Anyway.
So what does the lazy in me do? It says this is hard. I’ve done it weekly for a year. That’s a long time. It’s a ton to write and curate, and I don’t know if anyone reads it. Am I wasting my time?
I broke it all down for Claude. Keep in mind, this is the Claude that helps me write all of my weekly newsletters. He knows how this process works, and I had him review all of it.
He said, is it valuable? Sure. Does it pay off by giving you money? Probably not. So ditch it until you have something to say, and stick it in then. 🤖
For a second, that sounded nice. It definitely made this morning easier. I could work ahead on my newsletters instead of writing them week to week. An assistant or an SI bot could largely do this for me.
But then I’d lose all connection and meaning with the audience I’ve spent years building.
Maybe five of you read this. Maybe I overthink it. Maybe my life is too monotonous. Maybe this is therapy for me. LOL. 🛋️
Maybe we’re living the dream.
At the end of the day, I have to decide the type of person I want to be. I’ve had my fair share of quitter moments. I’ve also persevered when it was hard.
I spent a while convincing myself that even though Claude said it was a good idea to quit, I trust myself a bit more. I decided to stick with it. Thankfully he helped me come to this decision on my own. SI in a perfect use case.
So for now, you’ll have to listen to my ramblings. Learn life with me as I go. And have a weekly therapy session with me.
If I stopped connecting with you, if I showed you that once a week is too much for me to handle, how can I expect you to take any of this seriously?
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.
FAQ
How do I market shockwave therapy to my existing chiropractic patients?
Start with the patients already on your schedule. Write down ten patients you saw this month who have the problem your shockwave or SoftWave unit treats. Next time each one comes in, bring it up yourself, in one sentence about their problem.
Why aren’t my patients asking about the SoftWave or laser therapy I added?
Because your regulars can’t ask for something they don’t know you have. New patients get the full tour. Your regulars walk from the door to the table and quit reading the walls years ago. It’s the same reason patient communication is foundational: what you don’t say, they don’t know.
What should I say to a patient about shockwave, SoftWave, or laser therapy?
Start with their problem, not the name of your machine. Write one sentence your whole team says the same way, like “If your heel hurts first thing in the morning, ask us about this.” Tape it by the phone.
Is it pushy to bring up a new therapy with a chiropractic patient?
No. You already know who has the bad knee. It’s in the chart. Bringing it up while they’re on your table isn’t selling. They’re already paying somebody else for it.
Want your regulars hearing about everything you offer, every week, in your voice? Let’s look at what’s already in your list.
