Headwinds to a Healthy Practice With approximately 75,000 to 77,000 chiropractors in the US, the industry’s growth has slowed. The 2013 forecast of $14.8 billion in total revenues by 2016 has decreased to $13.801 billion for this year. Chiropractors still suffer from decades-old public skepticism about the legitimacy and efficacy of their treatments, but an aging population and millions of formerly uninsured Americans now with health insurance are expected to provide moderate growth. In its Chiropractic 2025: Divergent Futures report, the Institute for Alternative Futures describes the worst scenario for chiropractic as remaining isolated while the best case is that new research will lead to a recognition of chiropractors as spinal health experts.

A Practice Positioned for Growth According to the 2015 Annual Salary and Expense Survey from Chiropractic Economics, the average chiropractor is older than in the 2014 survey, at 47.0 and 46.3 years, respectively, and has been in practice longer, 18.9 and 17.5 years, respectively.   The survey also confirms that more than 60% of chiropractors are in a solo practice (62.8%), which is a limit to overall growth; 49.8% practice in suburban communities; and average gross billings for a practice was $539,046. Despite chiropractors’ many challenges, MarketWatch reported during January 2016 that it was the #1 profession with the best job security. In a 2013 study by CareerCast, a chiropractor was ranked #6 of 12 of the best health care professions.

Patient Potential According to the July 2015 report, Americans’ Perceptions of Chiropractic, from Gallup and Palmer College of Chiropractic, 49% of Americans had never been chiropractic patients and the 25% that had received treatment more than 5 years ago. Demographically, adults, 18–34, at 63%, were the largest age group that had never been a chiropractic patient. Others less likely to have visited a chiropractor were African Americans, men and adults with higher income and more education. Of all adults in the survey, 41% said they strongly or somewhat agreed that they only want to see a chiropractor for neck or back issues. Among those who had been to a chiropractor during the past 5 years, it was 60%.

Battling Misperceptions Although most adults agreed that “most chiropractors have their patient’s best interest in mind” and “most chiropractors are trustworthy,” the percentages were much greater for those that had visited a chiropractor during the past 5 years. Another perception challenge for chiropractors is that 48% of adults polled by Gallup said they didn’t know if their health insurance would pay for chiropractic treatment. The perception was even higher among adults, 18–34, and adults, 65+, at 54% each. Of surveyed adults, 42% strongly or somewhat agreed that chiropractic care was too expensive and 46% strongly or somewhat agreed they would visit a chiropractor more often if it wasn’t so expensive.

Finding New Markets Despite chiropractors’ many challenges, there are also many growth opportunities, such as the 35% increase in gym injuries the many adults are experiencing with increased participation in fitness programs. Golfers are another market from which chiropractors could generate more patients, as this seemingly leisurely and relaxing sport is very punishing on the body, even among the top professionals who are careful about their physical fitness. As more businesses and corporations understand the value of employee wellness programs, and initiate them, chiropractors could be a valued partner to help reduce health insurance costs and sickness and absenteeism and to improve productivity.

Advertising Strategies Suggest a chiropractor with a complementary specialist, as a staff member or consultant, to advertise a three-visit special when consumers receive treatment from the chiropractor and the specialist. Patient testimonials about how the chiropractor and his or her treatments helped to alleviate pain, return to physical activities and improve quality of life are powerful messages for TV advertising. Recommend that a chiropractor become a sponsor of walks and runs that your station is also supporting with on-air mentions. Include digital ads on your station’s Website for the chiropractor to offer a special to all participants and everyone during the event.

Social Media Strategies A blog and/or a podcast are excellent social media tactics that will position the chiropractor as the local expert in neck and back pain; address issues of health insurance coverage, costs and number of visits required; share stories about helping patients, etc. Chiropractors who want to become a consultant to corporation’s employee wellness programs should be very active on LinkedIn, providing links to blog posts and/or podcasts with these topics.   Similar to testimonial-based TV spots, patients should be encouraged to tell their stories of pain relief from the chiropractor’s treatments. Participation can be incentivized with giveaways or discounts on supplemental products the chiropractor offers.