Unmarket Your Practice: 3 Easy Steps for Chiropractors

Drs. Jeff Langmaid and Jason Deitch

Founder DCs, The Smart Chiropractor

“Traditional marketing may be termed as “push and pray” marketing, which is the traditional method of pushing a message at a prospect and praying it makes an impact. On the other hand, unmarketing may be termed as “pull and stay” marketing, which draws potential customers toward your business and gives them reason to stay there.” ~ Scott Stratten

Unmarket Your Practice is a new way to think about marketing your practice.

It is designed for chiropractors who want to generate more engagement and new patients without resorting to discount Facebook ads.

It’s a protocol for you to learn how to build a tribe of people who believe what you believe and become your practice’s #1 source of referrals, retention, recurring revenue, product sales, and more.

  1. Put Your Best Face Forward
  2. Create Your Content Posting Strategy
  3. Amplify Your Tribe

We’re going to share with you how to Unmarket your Practice tactically, and this will be your step-by-step guide for making the right decisions along the way.

Step 1: Put Your Best Face Forward on Facebook

“People like us do things like this.” ~Seth Godin

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You don’t get a second chance to make a great first impression.

When people come to your practice’s Facebook Page, you want to make sure they are impressed and inspired to Like your Page and engage with your community.

Your practice’s Facebook Page is not just a marketing tool.

It’s not just a place where you can share your discounts, special offers, announcements, and gimmicks.

It’s a valuable resource. A community. Your community. Your tribe.

The most significant difference between “My practice has a Facebook Page” and “My practice has a Facebook Page that WORKS” is how your Page welcomes people and what action steps you encourage them to take.

Here’s how: “Opt-inize” your practice’s Facebook Page welcome experience.

"The pregnancy campaign was also big for us. We saw 2 pregnant patients in 4 months prior to TSC and last month had 10!"


Dr. Ryan Grenier, DC

Optimal Wellness

Automate Your Emails

It’s an essential step toward success. Optin means that people willingly choose to take any action that allows you to follow up with them.

If you’ve ever signed up for a newsletter in exchange for your email address, you’ve “opted-in.”

We’re doing the same thing on Facebook.

This is why we currently focus on your practice’s Facebook Page as the primary “social optin.”

You can invite people to “Like,” and “Favorite.”

Meaning when people follow the “Like,” and “Favorite” sequence, they are authorizing Facebook to prioritize ALL of your practice’s Facebook Page posts to appear in their Facebook Newsfeed FIRST when something new is posted.

Start the process by updating your practice’s Facebook Page cover image/video, which is a visual piece of content that sits at the top of your practice’s Facebook Page.

It takes up almost a quarter of the screen on most desktop browsers.

This graphic is the most visible and noticeable part of your Page on both mobile and desktop.

It is the first thing people see when they visit your Facebook Page.

  1. Update your practice’s Facebook cover image/video (insert link to TSC showing this as part of their tools): Use a banner, video, or image that gives your Facebook tribe a feeling and emotion that aligns with your brand and message.
  2. Give a specific call to action. Invite visitors to Like your Page and subscribe to your tribe. That means that they not only click the “Like” button but also click “Favorite.”

Important: This is the primary goal of this step. It’s the “social optin” , the social media version of someone opting-in to your practice’s email newsletter, only better.

When they click “Like,” “Favorite,” 100 percent of those people to see 100 percent of your posts 100 percent of the time with zero dollars spent on advertising.

How do you get them to want to click “Like,” “Favorite?”

Inspire them!

Invite people to receive something they want, and you’ll earn the right to share with them what you think they need over time.

Step 2: Creating Your Content Posting Strategy

“Great content doesn’t feel like marketing; it feels like a gift.” ~Bernadette Jiwa

You might have heard it said that we make buying decisions with our emotions, and we justify them with our logic. If that’s true, let’s focus on connection first, then education second.

Here are three types of gifts you can give:

  1. The Gift of Inspiration: Inspire as many people as you possibly can, every day.
  2. The Gift of You: Share your unique voice, your professional specialty, and your uncommon solutions to their common problems.
  3. The Gift of Endorsement: Receive steady streams of highly qualified referrals from other professionals, local resources, product companies, and more.

Attract more new patients by sharing what you believe, so people can discover WHY they should choose YOU to be their trusted chiropractor.

Step 2, Part 1: The Gift of Inspiration

“Authority is about earning the right to add value and provide opportunities to a particular community.” ~Chris Brogan

Start everyone’s day off with a win. An unconscious, “Thanks doc, that’s awesome. I am going to have a great day.”

Think of it as a morning ritual—a daily digital huddle and high-five with everyone in your inspired tribe.

When people in your tribe and your community wake up every morning, your practice’s name and the inspirational message should be the first thing they see when they check-in on Facebook, Insta, or whatever other social networks you’re building for your practice.

People who are inspired by you daily like you, talk about you, and some will end up coming to your practice for services.

You earn the right to share what you want with people by first giving them what they want to receive from you.

You must understand this reciprocal mindset for success.

Step 2, Part 2: The Gift of You

“Authority is a privilege we earn to share our values with people who believe in what we believe in.” ~Bernadette Jiwa

Sharing your daily dose of inspiration earns you the right to share The Gift of You: your voice, your perspective, your specialty.

Sharing The Gift of You creates more opportunities for you to differentiate yourself from other chiropractors in your community.

Stop thinking of and selling yourself as a commodity and start sharing your authentic intention and unique, genuine value.

When you share your uncommon solutions to common health problems and human performance goals, these are your gifts to your community.

It’s the Gift of You.

Share consistently, and your community will realize you’re somebody who cares.

They will see you generously investing your time and sharing your expertise with them. They will start to trust that you know how to help them, whether they become a patient today or not.

How do you share The Gift of You?

Internal: Counter handouts, wall signs, bulletin/whiteboards/ video displays, posters, business/postcards, live events, and workshops.

External: Local media, presentations for local businesses, local health professionals, associations, organizations, and employers seeking to inspire their members/employees toward better health and organic living.

Digital: Recorded/live video posts, blog posts, email, podcasts/webinars, teaching your uncommon solutions to people’s common problems.

It’s just a simple game of “awareness and demand.” The more aware of you, the more people who talk about you, choose you, and refer to you, the busier you get. The less capacity you have, the more exclusive your services become.

The more exclusive your services become, the more people will demand it. It’s not always logical, but we tend to want the things we can’t have—or feel fortunate to have because of its exclusivity.

The smartest thing about sharing the Daily Gift of Inspiration and Gift of You is that you’re building a direct-to-consumer communication system with your ideal audience.

The ability to click a button or tap an app to “teach and invite” an audience of people is what provides your practice future financial stability.

Step 2, Part 3: The Gift of Endorsement

“You will get all you want in life if you help enough other people get what they want.” ~Zig Ziglar

How would you like to receive a steady stream of referrals from other health professionals and local resources in your community who consistently share you with their clients?

How do you make it happen?

By giving The Gift of Endorsement.

It’s merely a way of giving your endorsement to others you authentically recommend.

Why? Because most professionals, most places, most causes are likely to share your endorsement with their audience.

It’s just the way it tends to work if you follow our protocol and do it authentically.

The Gift of Endorsement is a remarkably effective approach to generate a steady stream of referrals.

Here’s how:

Create a library of your “Favorite Things.”

Things that people ask you about regularly or believe more people should know about because it will positively impact their lives.

Once a month, choose the top four people, the top four places, and the top four products you recommend most.

  • Who should I see for _____?
  • What should I take for _____?
  • Where should I go for _____?
  • Who’s your favorite massage therapist?
  • What’s your favorite stretch/exercise I should do for this tension?
  • What’s your favorite pillow I should use?

If you’re the doctor, you may not know how your team is answering these questions.

You should.

So, what if you made a list of your favorite people, places, and products and then created videos about them?

People are asking you for these answers every day, all day. Why not create a library of videos at your practice’s Facebook Page for your practice’s Facebook Page tribe? Remember to title them “Our Favorite Things.”

When people click “Like,” “Favorite,” so they see your practice’s notifications first in their Newsfeed, they not only receive your Gift of Inspiration and Gift of You, they also gain access to learning all about your “Favorite Things.”

The key to success is to record and post these videos consistently.

A video is the easiest to start creating content. You want to make what we call “a sandwich-style video.”

Every video is opened up with the first slice of “bread.”

It sounds something like, “Hey, I’m Dr. Jason. Welcome to AmpLIFEied Living, where we make Facebook healthy for you. People ask me questions every day, all day, about my favorite…

Then you insert the “meat.”

One of the most frequently asked questions I receive is “what is my favorite pillow to sleep on?” Then share your truth, “That’s a great question. Here’s my favorite pillow, and here is why.”

Close with your second slice of “bread.”

Featuring an invitation to take the next step (i.e., to watch your other Favorite Things videos to learn more about your favorite things!)

Same idea for your favorite people and places.

Another question I often receive is, “Where is my favorite yoga studio in town?” You reply in another video: “My favorite yoga studio is _________________ studio because…”

When you build a collection of these endorsement videos, it adds genuine value to your tribe. It gives people a more significant reason to subscribe to your tribe, engage with your Page, and share you with their friends.

For best results, record the video on-location and share them with the people and places you endorse. They are easy to do, and they are impactful because you are of service to your tribe and generous with your endorsement.

What do you think the health professional, studio, place, or cause you to endorse will do with your Gift of Endorsement video that you share with them?

They’re often happy and proud to share your endorsement with their audience.

Create your local dream team and cross-endorse each other generously.

When your endorsement gets shared, that’s good for you and good for them. That’s what you want to happen.

Step 3: Amplify Your Tribe

“Authority means to demonstrate expertise instead of merely claiming it.” ~Brian Clark

You may have heard the saying, “your net worth is equivalent to your network.”

That’s why you want to invest in amplifying your tribe daily.

Building your tribe today is the foundation of your financial security tomorrow.

Your impact, influence, and income are directly connected to the number of people you can reach, teach, and serve.

Think of the UP | Protocol as a three-step process: Connect-Engage-Promote.

You are connecting by “opt-inizing” your practice’s Facebook Page with your social optin offer.

You are engaged by sharing your gifts of inspiration; you’re uncommon solutions and your favorite things.

Now, it’s time to promote.

How do you do that?

Everywhere you can. Whenever you have an opportunity to invite people to take the next step in getting to know, like, and trust you, take that opportunity and ask them to “wake-UP inspired” by subscribing to your practice’s Facebook or Insta tribe.

You can start by hanging posters, counter displays, and putting up video screens around your practice. Hand out business cards and postcards inviting people to wake up inspired and be a part of your tribe.

Remember, design matters. We’re visual creatures. We think in pictures.

If you want to invest money and advertise invitations to join your tribe above and beyond growing it organically, that’s awesome!

For best results, actively measure your actions and results.

We know everybody wants to make more money, but that’s a byproduct of serving more people, living more aligned, and building your systems.

You want to get on with doing your real work, which is loving what you do and serving more people in your community. It’s time to unmarket your practice!

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