AI-Proof Your Chiropractic Practice

AI is not coming for your adjustments. It is coming for the parts of your chiropractic business that patients already hate: missed calls, slow texting, clunky scheduling, and the two-day follow-up that turns a “maybe” into a “never mind.” We zoom out from shiny tools and talk about the real shift happening right now in chiropractic marketing and practice growth. If you rely on outdated systems, AI will make your competitor feel faster, smoother, and easier to trust.

We break down the biggest myth: AI is not a robot doctor, it is a productivity multiplier. That shows up in an AI receptionist that handles texts and after-hours calls, automated booking and reminders, AI summaries that keep your team aligned, and call recordings that turn into coaching so every conversation improves. We also cover how an AI marketing assistant can cut content creation time dramatically, and how using AI to build SOPs protects your clinic when staff turnover happens and knowledge walks out the door.

Then we draw a hard line on what never gets automated: empathy, touch, clinical intuition, leadership, and trust. Patients do not choose you because you have AI. They choose you because they believe you. We also call out common mistakes like trying to automate everything, copying and pasting without fact-checking, sounding robotic, and treating AI like a marketing strategy instead of a tool.

We close with a clear challenge: pick one AI improvement to implement in the next seven days, then share what you learn. If this helped, subscribe, share it with another chiropractor, and leave a review so more practices can build smarter systems without losing the human side.

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2. Learn more at EnricoD.com
3. Book a free discovery call with Enrico to level up your business

Transcript

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AI Threat Or Wake-Up Call

SPEAKER_00 0:22

Do you know who's most afraid of AI right now? It's not the great chiropractors. It's the businesses that rely on outdated systems, slow follow-up, and insufficient teams. Here's my prediction. AI isn't going to replace chiropractors. It's going to replace chiropractors who refuse to adapt. Welcome back to Marketing 101 for chiropractors. I'm Dr. D. This week, where this is all going, I think we're going to reminisce about the past and think about the future for what is happening. AI isn't replacing chiropractors, it's replacing bad businesses. Every major technology over time has followed the same pattern. I think now, after 20 years of doing this, kind of aging myself, but we went through the Google boom in the 2000s and the website booms. And the same thing just keeps repeating itself. At first, it was websites. People are like, no one's going to go on the computer and look up websites. Yeah. Google, they're like, what's search engine? Uh it's not going to replace word of mouth. Facebook came out, same thing. Social media, who cares? MySpace, who cares? Smartphones came out, online scheduling, telehealth, virtual health. Every time people said it'll never work. Today, those same things are considered normal. AI is simply the next evolution. They can't say it's not gonna work. Here's the biggest AI myth. What do people think AI is? Usually they'll say ChatGPT, robots, fake videos. Reality, AI is a productivity

AI As A Productivity Multiplier

SPEAKER_00 2:11

multiplier. It helps people communicate, analyze, automate, create, organize. The chiropractor is still the doctor. AI simply removes the repetitive work. Patients don't need an AI adjustment. They need an AI-assisted practice. It's what the demand is all about. They want to be able to speak into their phone with automated text, say, hey, call my chiropractor. Hey, book me an appointment with my chiropractor. Hey, when's my next chiropractic appointment? And then just AI kicks in with the calendar, it kicks in with the websites, it kicks in with the automations to answer all their questions. Your next appointment is Monday, August 25th at 9 a.m. with Dr. D. Um, I can book your next appointment for you. And then your AI or your automated website does this. The next available times that they have at Full Life Chiropractic are Monday at 10 a.m., Monday at 3 p.m., Tuesday at 9 45 a.m. Which one can I book for you? This is where we're going, right? Pretty much being able to talk to it. The practices that will win is practice A versus practice B. Practice A misses phone calls. Practice A doesn't answer text. Practice A takes two days to respond. Practice A,

Practice A Versus Practice B

SPEAKER_00 3:35

staff manually writes every email, and there's no automation. I'm going to tell you who practice A is right now in 2026. Practice A is the 45 years in practice chiropractor that is pretty much phasing out and unwilling to change. Do not listen to them. Do not look at what they're doing. It's completely different. They're happy with their current base, who they're helping, age, the aging population. They are there, they're still charging $35 in adjustment. Don't listen to them. Don't look at them. Unless they're teaching technique or something, like definitely listen to them. But as far as how this is all going, they are resilient to any change. So that's not happening. That's practice A. Practice B, AI answers after hours, or call center answers after hours. AI books the appointments. AI sends the reminders. AI follows up. AI summarizes calls for you. AI and then staff focuses on the relationships. Guess which practice is going to scale and grow faster? The AI capacity one. I mean, we're getting people uh at front desk receptionist jobs knowing that they're like, do you even need us anymore? Is AI gonna take over? I'm like, well, AI is gonna take over a lot of your tasks. But as of right now, we still need a friendly person at the front desk to help with patient care. So that's still there. So here's five ways chiropractic officers should be using AI today. Maybe you incorporate some of these into your office. The AI receptionist. It's here, it's here. The text and SMS portion is almost flawless at how they respond. You can train it, it can be a great AI receptionist for

Five Practical AI Uses

SPEAKER_00 5:20

you for text and email. The voice AI is getting really good. You can sit there and record your own voice if you want. You can completely make it yours if you want. I don't recommend that. I recommend using a clean other voice so it sounds like somebody aside from you, but you can even have voice calls going to AI. They can literally pick up, hey, um, good morning for life chiropractic. How can I assist? Hi, I need to book an appointment. I can help you with that. What's your name?

unknown 5:46

Right?

SPEAKER_00 5:46

They're gonna have to do that and they're gonna say the name. It's gonna go right into the system and be like, can you confirm your birthday for me? Yeah, September 7, 1984. Great. Hey, hey, Mike. Yeah, I have you confirmed. I have your file pulled up right here. What day and time works best for you? This is an AI conversation that's happening right now. So they can do that. Not replacing staff, supporting them. That's the key here. Nights, weekends, lunch, overflow calls, missed calls, the AI kicks in and picks up. Number two, AI phone calling. Now they can make the calls and the recordings. Ask AI, you know, did we build trust? Where did we lose them? How could we improve? Every phone call becomes a training session, and you can use AI to analyze all the calls. So you're recording all of them, then you're asking them, how does this conversation get better? And it literally starts to continue to get better. Having an AI marketing assistant, blog posts, emails, Facebook posts, Instagram captions, YouTube descriptions, Google business updates. One hour of work becomes 10 minutes with an AI assistant. You can literally have Claude go in there as your social media assistant, build it. It takes a little bit of time to build it, and then just tell it, hey, every week, post new stuff for us automatically. It will create images, it will create uh posts, it will create everything and just auto-post for you. Pretty amazing. An AI soap builder, SOP builder. Have AI document everything you do in the office. Start recording your weekly meetings, start documenting everything, putting it in TAI and building a new SOP binder that you have there, both print or digital, or both, that is saved and constantly updated every year with the new things that you implement. New patient process, front desk scripts, closing procedures, training manuals, checklists. Now your systems don't live only in your staff's head. How many of you lost a front desk person who took half the knowledge with them? I just did this year. I mean, you do that, you take it for granted. They pretty much do things on autopilot. This could have all been SOP'd and you would have had this saved. And then AI data analysis. You don't have to sit here and sift through your own data cultivating your own outcomes. I find that doctors particularly look at their business. It's like you look at your children. They're healthy, they're perfect as a parent, because that's what you wish and hope for. When you look at your practice, you analyze the same three numbers all the time: uh collections, uh, total visits, and you know, cost per visit or whatever it is, whatever you're looking at, numbers like total visits for the week or total visits for the month. But there's so much other data that if you have AI look into it and give you honest reports, they'll tell you things. I've been using it for both the bank statements and that. It's like, why are you hemorrhaging money in this sector so much? And then you go in there and put more details into it. It says, I can see why you're doing this, but here's a better way of doing this. Delegate a lot of this stuff and get rid of this stuff and see what goes on there. And it's a different view on how you're doing this. Coaching, QuickBooks, bookkeeping, even accounting, I think are out the window pretty soon here. AI is gonna do a better job. It's gonna do all of that for you: your bookkeeping, your accounting, your numbers, your population, your graphs, your data intake, your Google forms, your Excel sheets, your money management, your banking systems, and then also give you coaching advice on that as well. It's gonna like tell you, hey, you need to clean up here, you need to increase your marketing, you need to increase revenue uh by doing these few things. We're there. We're there. It's just a matter of the good prompts and good builds give you good answers and good results. But here's what AI is never going to replace. This is what AI is never going to replace. AI will never replace empathy. Some people use Chat GPT for counseling, they'll put things in, and the response almost comes across as empathetic and responsive because

What AI Can Never Replace

SPEAKER_00 9:55

he'll say, I understand where you're coming from and how you're thinking this way and why you're thinking this way, just like a counselor would. However, AI can never have that empathy. So it's giving you scripted results back. So it'll never be able to do that. It'll never be able to connect, it'll never physically be able to touch, it'll never be able to clinically have clinical intuition in the moment. It's only going to analyze data. Very, very Sheldon Cooper from you know what show, Big Bang Theory, right? It's good. That's AI. It's never going to be able to have that immediate intuition that you do, that you have in that moment. When you know something's wrong, something's wrong. Leadership, community, trust, it's never going to be able to build these things for you. Patients don't choose chiropractors because they have AI. They don't even know if you have AI. They choose them because they trust them. Technology enhances relationships, it doesn't replace them. So here are some mistakes I'm seeing right now. And that's why these last few podcasts have been more about the general terms of business and marketing rather than specifics, like Facebook leads and stuff like that. Mistake number one is trying to automate everything. That's gonna, you're gonna lose a lot of time and effort trying to figure out and reinvent

Common AI Mistakes To Avoid

SPEAKER_00 11:16

the wheel in some of these things. You won't be able to automate everything. The things I said at the beginning of this podcast are automatable. Those calls, texts, like these are things you can do, but not everything. You won't be able to autom have your entire practice run on automation because you're still needed in it. And it's very adaptive from week to week. You know how it is, especially a chiropractic business. Using AI without fact-checking, this is a big mistake right now. You're getting we're getting wrong answers from AI, directly inaccurate answers from AI. So we have to fact check. Please don't just prompt, put it in, take the prompt, and then copy and paste it. You'll get yourself into a little bit of trouble, especially people are using it for ads. I'm just gonna use this for ads. Copy and pasting the ads, be careful because it may give the benefits of what you do and guarantee results. And if you guarantee results, your meta-ad uh manager may be shut down. And you might not know why. Be like, I've been running Cairo ads forever. What was wrong? What the heck happens? This goes against our standards, and you won't be able to figure it out. You'll copy and paste it, put it back into all the AIs, and they won't the oh, we think you may be gone wrong, and it's wrong. It's all wrong. And then they'll show me and be like, oh, it said here by going through a corrective care program, you'll be able to correct scoliosis and straighten the spine. Like, what? Like, yeah, you just you just said you're gonna, if you do this, they're gonna be able to have a straight spine, and you can't guarantee that. And that's how good the the policies are are holding us up to. So it used to be before by saying certain things, weight loss or or you'll lose weight, like the automatically you get flagged for a bad ad. So fact checking. Mistake number three is sounding robotic. Patients still want authenticity. So these responses can be robotic. We're still getting better with that. Uh, thinking AI is a marketing strategy, it's a tool. You have to put it put in the good inputs and use AI as a tool for your marketing. So if you just have the prompt saying, create a new chiropractic uh Facebook ad for me that I can use this week. Or bad prompt. And mistake number five is waiting. Just stop waiting. Please start incorporating this stuff. It's almost like you're delegating work to make your life easier. I don't know why you'd procrastinate on this. It's the biggest mistake. Just like the people who waited in 2002 for their websites. If you didn't have one by 2008, you were so far behind the game. Um, we grew like crazy because that's right around where I graduated. The practice I bought didn't even have a website. The first thing we did was create a website, got a local person to do it. And our new patient, we just started getting new patients. They just started finding us online. They were the younger ones, they were our age in their 20s and 30s, and they were finding, they were finding chiropractor, they were using it. And it really helped. And as we got better with cost per click in Google, we were able to advertise. Facebook ads weren't out yet. So the practice that start learning now will have an enormous advantage with the automations. What I think a chiropractic practice will look like in 2030, just four or five years from now. Patient will be able to book online, AI will qualify them, insurance will be verified automatically, reminder sequences will begin.

What A 2030 Practice Looks Like

SPEAKER_00 14:50

Voice AI will answer questions through voice. The doctor receives an AI-generated intake summary. Soap notes are gonna be drafted automatically. Care plan and education is gonna be personalized for them. All you have to do is make some edits. You're gonna review uh requests sent automatically without even talking to the patient. And then follow-up continues without anyone forgetting anything. Meanwhile, the chiropractor will spend more time adjusting and educating and building relationships. That's the future. You'll be able to do what we had to do 20 years ago to build our practice more in 2030 than ever before, because the technological era is going to end around right now, it's ending of where we had to do everything. We had to build a website, we had to build a Facebook campaign, we had to put in posts, we had to take pictures and post them to Instagram, we had to take videos and edit them and post them to TikTok. This is all going away. We won't have to do it. Uh, we want to challenge listeners to implement one AI improvement in the next seven days. Use ChatGPT to write your next email. Upload a phone call and ask AI to critique it. Build one soap note with AI.

Seven Day Challenge And Closing

SPEAKER_00 16:19

Create five social media posts from one blog and ask AI to identify bottlenecks in your new patient process. I love the soap note thing. Don't put in too much HIPAA information in there, but take take a note, put it into ChatGPT or Claude, and then watch its soap note draft of what it gives you for S uh for objective assessment and plan once you do that. Try it. Info at enrico d.com. Let me know how that goes. Uh, and tell me what you learn on there because I'm still learning AI, just like the rest of you. And anything that you guys have some angles on or learn about helps me too, dives me down a new rabbit hole that I usually learn stuff from as well. So think about that. Think about how you can automate your practice. You're already behind if you haven't done anything. It's time to start learning and moving it so that you can either delegate it to the right people or just use AI to start building this yourself. And you'll be ahead of the game. Stay well, stay healthy, catch you next week.