Shockwave and softwave campaign plan for chiropractic practices
Turn curiosity about your device into consultations worth having.
Device-based treatments attract clicks from the curious. The campaign's job is to turn curiosity into people who understand what the treatment is, whether it might be for them, and what a consultation involves, before they sit down with you.
Advertising is Meta only. Facebook and Instagram, inside your service area.
Free patient growth call. We walk your inquiry path stage by stage and tell you where it is losing people, before you spend another dollar on ads.
Who this campaign speaks to
Adults within driving distance with one named problem, chosen with you from what the practice actually treats with the device. One indication per campaign and per page, because a page that covers every body part collects clicks and converts none.
What we measure
- Time to first contact
- Cost per inquiry
- Inquiry to booked consultation rate
- Consultation show rate
- Show to program start rate
- Cost per program start
- Revenue attributed where your systems allow it
- 1
Inquiry
Cost per inquiry
- 2
Contacted
Time to first contact
- 3
Booked
Inquiry to booked consultation rate
- 4
Shown
Consultation show rate
- 5
Started
Cost per program start
The situation this campaign is built for
Where this service line leaks
The device is paid for and barely booked. The ads talk about the machine. Inquiries are high, but many people arrive expecting a free trial or a single session and are surprised to hear about a program.
Modeled example. This shows how we would design and measure a campaign of this kind. It is not a client result, a guarantee, or a promise of future performance. Outcomes depend on market, offer, budget, follow-up speed, capacity and other factors.
Why it matters
Premium treatments live or die on the show-to-start rate. Every element before the consultation exists to raise it: the right people, informed, reminded, and expecting a program conversation.
How we'd build it
- 1
Ads that name the problem and the kind of person the practice uses it for, and say plainly that the consultation decides whether it fits. The device never leads.
- 2
A page that explains the treatment journey, the consultation, and who the practice does not use it for, so the wrong people take themselves out before they reach your schedule.
- 3
A pre-consultation nurture sequence with short educational content and answers to the questions people ask before their visit.
- 4
Booking, confirmation, reminders and missed-booking recovery, with an optional commitment step where you and your advisers decide it's appropriate.
- 5
Tracking from inquiry to booked consultation, shown consultation, and program start.
What we'd test first
- Problem-led against technology-led creative
- Doctor-led education video against static ads
- Immediate booking against a qualification-first flow
- Short form against a multi-step application
Modeled example. This shows how we would design and measure a campaign of this kind. It is not a client result, a guarantee, or a promise of future performance. Outcomes depend on market, offer, budget, follow-up speed, capacity and other factors.
Questions about this campaign
Can we run this alongside a decompression campaign?
Yes. Each service line gets its own campaign, page and pipeline so the numbers stay clean.
We have two devices. Can one campaign cover both?
We would not start that way. One indication per campaign and per page, because a page that covers every body part collects clicks and converts none. A second campaign is cheap to add once the first one has a number.
What about a deposit or commitment step?
Some practices use one to improve show rates. It's optional and only added after you and your advisers decide it's appropriate.
Can you target people who already have this condition?
No, and nobody can. Meta does not let advertisers target by health condition, and a vendor who says otherwise is describing something else. The targeting is geography, age and broad interest. The screening happens in the creative and on the page. The ad names the problem in the third person, describing who the program is for rather than addressing the reader as though we already know their health, because Meta's personal attributes rules do not allow an ad to imply that. The page then asks the questions that separate the people who have it from the people who clicked by accident. That is the reason we run one service line at a time instead of one ad for the whole practice.
What happens if it works and we cannot keep up?
You tell us and we slow the spend. Daily budget is the throttle and it is the easiest lever in the system to pull. The more common failure is the opposite: inquiries arrive, the schedule has room, and nobody calls back in time. If your consult slots are already full every week, say so on the call and we will tell you it is not worth starting yet.
Do you write clinical claims into the ads?
No. The creative describes the problem, who the program is for, and what the consultation involves. Anything clinical is yours to write and yours to approve, and it goes nowhere near an ad until it has.
The campaign plugs into the same eight-stage system behind every campaign we build: offer, ads, conversion page, instant follow-up, nurture, booking, reminders and optimization.
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Get your patient growth plan
Tell us about your chiropractic practice. We'll review it first, then walk you through the plan on a patient growth call. The conversation starts with your numbers.
- We review your practice and local market before the call
- You get a straight read on fit, and where the biggest gaps are
- No obligation, no pressure
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Other chiropractic service lines. Same system, one service line at a time.