Video That Books Patients

Patients choose their chiropractor long before they ever pick up the phone—and the choice is made while scrolling. We lay out a simple, repeatable video system that helps you show up with clarity, warmth, and authority so people feel safe booking with you when it counts.

First, we pinpoint why short-form video beats photos and long posts for building trust fast. You’ll learn how to use crystal-clear hooks that mirror real Google searches—like morning back pain, tingling fingers, and kinks after sleep—so your clips grab attention in seconds. Then we share the four video types that reliably drive appointments: pain-problem videos that offer quick actions and a clear assessment path, authority myth-busters in plain language, trust-and-story clips that humanize your care, and behind-the-scenes tours that erase fear of the unknown.

Next, we map your weekly cadence: three to five videos, 30–60 seconds each, one focused topic per clip. We show how to prioritize Instagram Reels, Facebook Reels, and YouTube Shorts without creating extra work—post the same video everywhere. You’ll also get the narrative structure for patient stories that comply with local rules, plus guidance on avoiding the most common pitfalls: over-scripting, rambling, only talking services, waiting for perfect gear, and posting without intent. Expect practical examples you can copy today and a simple challenge to get your first three videos recorded on your phone in one take.

The goal isn’t viral; it’s visible, trustworthy, and useful. When someone’s pain flares months from now, your face, voice, and clear plan will be top of mind—and that’s how browsers become bookers. If this playbook helps, subscribe, share with a colleague, and leave a quick review telling us which video you’ll film first.

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Chapters

• 0:47 Why Video Now Beats Everything
• 2:07 Trust, Fear, And Choosing A Doctor
• 3:59 Short Video As Modern Word Of Mouth
• 5:16 Hooks That Make Patients Stop Scrolling
• 6:03 Pain-Problem Videos That Drive Appointments
• 8:09 Authority Without The Jargon
• 8:47 Personality And Trust Builders
• 9:40 Behind The Scenes Lowers Booking Friction
• 11:39 Patient Stories That Sell, Not Tell
• 13:05 Cadence, Platforms, And Cross-Posting
• 14:24 Common Mistakes To Avoid
• 15:41 Weekly Challenge And Final Push

Transcript

SPEAKER_01: 0:27

Will we do ahead of the curve?

SPEAKER_00: 0:44

Welcome back to Marketing 101 for chiropractors. Most chiropractors aren't losing their new patient leads because they're bad doctors. They're losing them because nobody knows, likes, or trusts them yet. We're talking all about videos today's uh patients choose chiropractors before they ever call. They Google you, they watch you, they scroll you for a while. If they don't see you, they don't trust you, they don't book. That's today's day and age on how people are making decisions. Really powerful for you to know this so that you know how to market your practice better. Today I'm breaking down exactly how chiropractors should use video. Not to go viral, not to be influencers, but to consistently bring in new patients. Video matters more than ever. I feel like this has been a topic for the last six, seven years. I mean, I've I've been saying this forever. Video is king as far as reels, as far as view, uh uh influence, uh just dispersion of your content. Video is the way to do it. If you're posting pictures, they're really not getting far, anyways. And I'm sure you've known that since 2024, 2023. Really, video builds trust faster than any other format. So this is why you want to be focusing on video and then what to do with your videos. They can be quick, they can be 30-second videos, they can be two-minute videos, three-minute videos, they can be short videos, and they can be very powerful building your base of followers that will eventually become new new patients. So building your barrel of fish is what I call it, or pond, stalking your pond, stalking your lake. Eventually you're gonna need a lake, hopefully, an ocean someday. But this is stalking your lake with fish. Now, the fish are not patients yet, but the more fish in the lake, whenever you need to hit a button, you can hit a button and you can get more new patients. Patients are nervous, skeptical, and overwhelmed. When it comes to healthcare, they're looking for the best doctors. And this goes across all industries: the best dentist, the best surgeon, the best orthopedic, the best uh braces, the best, the best everything. They want the best, they want reputable. Why? Because they don't want side effects, they don't want resurgeries, they don't want um uh manipulation, they don't want anything that goes wrong. I mean, I think you and I think the same way for ourselves and our family as well when we're choosing our healthcare providers. So patients are nervous and skeptical. Seeing your face lowers fear and friction. When they walk in through the door, they know what to expect, or at least who to expect. So seeing you is important. For those of you with multi-doc offices, make sure you stay front and maybe not center, but front there as well, and highlight all your doctors in your office so there's never a surprise. Sometimes the main doc that owns the practice is the main face of the practice. And when people walk in and see an associate, they may feel feel deflated a little bit because they've bought into you and they trust you. Uh, so make sure you share the screen time with everyone. Short video is what we want, it equals modern word of mouth. The old word of mouth is gone. People don't talk to each other anymore. There is no more of that. Getting together and having a beer, getting to, I mean, Gen Z is the least consumes 90% less alcohol than the millennials. I mean, no one's getting out and talking anymore. It's all text and setting reels to one another. People are homebodies. If parents are getting together, it's at you know, karate practice, sitting in the lobby talking about things. Maybe you're you're you come up as the chiropractor in those conversations. But other than that, you have to be front and center across all platforms. And video makes it easy for you to do, and they're quick and easy to do. You do not need any fancy cameras, you do not need lighting, you do not need studios, you do not need to be reading from a script. You just need yourself. You need to be consistent, simple, and relevant to the patient's problems. And everyone's like, Well, what do we talk about? Uh, I don't know why you go into some videos I watch into detail about technique and history of chiropractic and and certain things. People don't care about that. Maybe interesting to some. Really, what the what attunes them in the hook of the video at the very beginning is do this, not that. Are you doing this? Well, that's wrong. Do this. Do you have this? Well, this is the solution. It's the not and yes kind of thing, the no and yes or the yes and no type videos. They're like the the best ones are like the top five mistakes you're making for your low back, or the top five mistakes you're making for your financial planning. That's it. You'll catch them and they're like, okay, well, I hope I'm not making these five mistakes. Show me. And um, they have to be short video because if they're long, people don't watch. Uh, people don't need to understand chiropractic, they need to understand you. That's the key. Okay, so we're gonna go into a few video types that actually drive appointments, and you can cross-use these for ads as well. They work very, very well across all platforms. You can even post them as Google on my business posts. Uh, that works really well too. The type, the first type of video that you want is the pain problem videos, is what I call them. These have the highest return on investment. You can use these ones directly for ads. Short videos addressing a specific symptom or problem, very specific symptom or problem. Are you feeling pain in the neck that radiates down your arm and into your hands and maybe gives you pain, numbness, or tingling in your fingers? Well, listen in. There's two things you need to be doing, and there's one assessment you need done immediately before it progresses and gets worse. Boom. 20 seconds into the video, finish it on how you solve that problem. Here's the two things you need to do. Put your put your head into extension when you sleep at night before you go to sleep and see if that alleviates the pain. Do some nerve flossing.

unknown: 6:33

Okay.

SPEAKER_00: 6:33

And if none of that works, you got to come in and get an X-ray on an MRI because it could be one of two things. It could be a disc problem, but it's definitely a pinch nerve. And it could be a singular pinch or a double crush syndrome that needs to be diagnosed by a chiropractor, neurologist, or orthopedic in order to get you addressed. At our office, we do this, right? Boom, and into that. Short videos, some examples. That was one. Why low back pain doesn't go away after you rest? Why you wake up in the morning with back pain? What causes neck pain after sleeping wrong? Why do I get a kinked neck? Sciatica stretches versus chiropractic care. What really works? This is why they work, these videos. Patients are searching these exact questions. Exact questions. This is it. Why does my neck work or why does my neck hurt after a night's sleep? That's a Google search. Um, you know, why doesn't my low back pain go away with rest? That's a Google search. And if you started with the hook, want to know why your back pain doesn't go away with rest, you're gonna crush the algorithm online. If your video answers a question a patient or is already Googling, it wins automatically winner. Winner, winner, chicken dinner. Type two video, authority and education videos. These are explaining why pain happens, busting myths, or showing clinical confidence. Why cracking your back isn't the same as a chiropractic adjustment. Why pain meds don't actually fix any problems. What actually causes disc issues is this teach simply, no anatomy lectures, talk like a human, not a textbook. People don't want the literature, they want the summed up version to get them from point A to point B as quickly as possible. Third type of video, trust and personality videos. Most chiropractic clinics skip this. They are letting patients see you. This is what converts browsers into bookers. Why I became a chiropractor. Your story. Where's that video on your Instagram real and feeds? What I wish patients knew before their first visit. What a first adjustment actually feels like. It's you explaining it or showing it or mixing pictures and videos together. Patients don't choose the best chiropractor, they choose the one they feel safest with. They search for the best chiropractors, but when you do that, you still get a hundred results. They end up doing the scrolling, the searching, the stalking ahead of time before they actually book the appointment. Type video four. In office and behind the scenes videos. These are fun, they're nice to have in the scroll when people are stalking you and searching you through your public feeds, usually your Instagram, your Facebook, if you have a TikTok reel, typically they're scrolling through a few videos. They see one, they click on it, and they see all your other posts. Just think of Instagram for a moment. Once that happens, you now have more posts. Then you start to scroll through the posts. If it's lecture after lecture after symptom after symptom, you'll lose them. If it's symptom, problem, solution, the doctor, why they became a chiropractor, kids, and it just scrolls through a mixed mash of stuff, you'll catch them longer. And the longer they're with you, this is seconds, the more emotional they become towards you. That's the first step. This is all organic, doesn't cost you a penny, and you can attract new patients this way. And it creates tons of content that you can reuse for purposing for ads later. It works wonderfully. So in office behind the scenes, show your environment, reduce the fear of the unknown. What is an exam? What does a chiropractic exam room look like? Is it like a medical office with cotton swabs, needles, scalpels? What's in there? They walk in, it's a nicely furnished office. You know, walk through your office, day in the life clips, pre-adjustment explanations. This matters because the fear kills the bookings. People are like, I don't know what to expect. They may or may not know this consciously, but they'll be hesitant to book an appointment because they just don't know. They're like, I don't know if this is right, I don't know what to expect. Uh, familiarity creates comfort. So the more they see you, they may not book an appointment in January. But in May, when they need a chiropractor, they're like, Oh, this is getting a little worse. I know who to call. They don't even think about it, subconscious. They go in there and they search for you because you're in their algorithm in their feed and they put it in the car and then it pops up. Like, no, that's the one. These are the guys, the guy with that messy beard. I want to see him. Patient story videos, even without testimonials, don't need them. If testimonials aren't allowed or are not comfortable, or you're talking about something specific, share anonymous stories. You can. You can narrate them as a doctor. Hey, we had a patient last week, Linda. She was absolutely wonderful. Uh, great story I want to share with you guys. Uh, came on in, had excruciating leg pain. Uh, we worked on her uh last week for four visits. I made her come in every day. She came in on Tuesday, or sorry, Tuesday, Wednesday, Thursday, Friday, uh, every day, and just each day, she just got more and more hope, more and more hope. And then I just saw her today on Monday. She's like, after Friday session, I feel like I'm I'm back. I'm back. Each day was great and better. And after Friday, something just it worked. I'm like 90% better, and that's so great. And now we can reduce her frequency this week and hopefully get her to 100%. Uh, speak in general terms. A patient came in with X, they struggled with Y, now they can Z. Like I told you, came in with this, they were in pain, they were getting better, and after Friday, this was the result. What most migraine patients tell me after three weeks of care. Did you know? Uh, hey everybody, Dr. D from Full Life Chiropractic. Uh, wellness, wellness tip Wednesday today. I wanted to go through a cool story. You know, a lot of people come in with headaches and migraines. And let me tell you something. After three weeks, I've been doing this for almost 20 years. This is my 18th year in practice. After three weeks, I don't know what it is about the three-week mark, people come in like, man, this was the best decision I've made. I've been suffering from headaches my whole life, and I've just gone the last two weeks without a headache, or I've gone the whole week without the headache. And it's always around that three-week mark. I don't know what it is about that three weeks, if it's that 20 days of healing or what the body needs. But once you correct subluxation of the upper neck and you get that nerve flow and blood flow going the way it's supposed to optimally go, people just get better. If you know anyone with headaches or migraines, give us a call. Call the number below. We'd love to at least assess them and take a look. It could change their life forever, and all it takes is three weeks. That was my video. I did it. A patient, you know, that's it. Stories sell, facts educate. How often should you make videos? This is another one. This is a big one. Three to five short videos per week, constantly as content should be out there. Uh we're past the point. I remember three years ago, people like, I just don't have time for this. You don't have time not to do this. Three to five short videos per week, 30 to sex, uh, 30 to 60 seconds each, one topic per video. Keep it like that. Prioritize your platforms, Instagram reels first, Facebook reels too, and then YouTube Shorts is number three. Same video, all platforms, no extra work. You can just cross-use them across all platforms. Don't create more content. Use the same content smarter. I hope that helps you guys in creating more videos because it's really gonna move the tide for your practice when it comes to organic marketing, pay-per-click marketing, Facebook marketing, Google Ads, search engine optimization, and AEO. It's all gonna work for you in your favor. Here's a couple tips on what to do. Don't overly script these things. Don't do that. People can sense it's being script, or if you're definitely reading off something, they can see that. Talking only about services gets monotonous over time and people start to lose interest. Long-winded explanations, avoid that. Waiting until it's perfect, it's never perfect. Just do the videos three to five a week, posting randomly without intention. These are the mistakes. I feel like people do a little bit of effort, they don't do those things properly, and then they burn out. They're like, ah, this stuff isn't working. You have to have intent, make it organic, just make time for it and strategically post them throughout the week. Your first 20 videos are going to be awkward. That's normal. Your 50th will bring in patience. So just keep doing it. You get better at this. I just did two off the fly in this podcast for you, looking right at the camera. Uh, less than 30 seconds, pretty good. I would use that on my social feeds and I'd maybe even boost them and create uh ads for them. I I true, truly would. A couple challenges for this week's podcast so that you take some things into motion is record three videos: one pain-based question video, one trust building video, and one behind the scenes clip. And if you want, share them on on uh Marketing 101 for chiropractors Facebook page. Put them on there so we can give you some critique and some feedback, and maybe some other chiropractors are like, I need to do that video too. It's great, and it just creates more SEO for everyone. Film on your phone, do not set up anything fancy. One take, please just do the one take, otherwise you're there forever. And post it anyway. Just try it. Remember, the first 20 are just gonna be messy. Just do it. Okay. Video is not optional anymore. You need to be doing this. Clinics that show up on camera win. Clinics that hide get forgotten. If people don't see you, they can't trust you. They don't trust you, they're not gonna book, and your videos can fix all of that. So give it a shot. Let me know how it goes. We're here to help you, and thanks for tuning in. We'll see catch you every Friday. See you next week. Stay well. Take care.

SPEAKER_01: 16:31

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