Spinal decompression campaign plan for chiropractic practices
Spinal decompression patients, from ad click to booked consultation.
Decompression is a premium, multi-visit program, usually cash pay. Nobody opens Instagram looking for it, so the ad has to raise the question and the page has to answer it. A generic 'new patient special' never gets there. A campaign built around the program does.
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
The person who has had back or neck trouble long enough to start reading about it at night, and the spouse or adult child reading alongside them.
What we measure
- Cost per qualified inquiry
- Time to first contact
- Inquiry to booked consultation rate
- Consultation show rate
- Show to program start rate
- Cost per program start
- 1
Inquiry
Cost per qualified 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 decompression table sits idle most of the week. The ads sell adjustments, so that is who walks in. Inquiries come in, most are looking for a quick adjustment, and the doctor spends consult time explaining a program the person never asked about.
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
A cheap inquiry for a premium program is not a win. The number that matters is cost per program start, and the only way to lower it is to qualify, educate, and book well before the consultation.
How we'd build it
- 1
One campaign built around the decompression program, with creative that names the problem, the kind of person it's for, and what a consultation involves.
- 2
A dedicated conversion page for this program only. It explains the consultation, sets expectations on time and cost conversation, and asks the three screening questions you tell us decide fit, so the consult slot goes to somebody the program could actually suit.
- 3
Instant SMS and email on inquiry, then a short educational sequence about what to expect, so people arrive informed.
- 4
A booking flow for the consultation, with confirmation, reminders, and a recovery step for missed bookings.
- 5
Pipeline stages that match this program: inquiry, contacted, consult booked, consult shown, program started.
What we'd test first
- Problem-led creative against outcome-led creative
- Doctor on camera explaining the consultation against text and image ads
- Qualification questions before booking against booking first
- Reminder cadence and confirmation wording
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
Will this pull people away from general care?
No. It runs as its own campaign with its own page and pipeline. General-care campaigns keep running alongside it.
Do we need to offer a discount?
Not necessarily. For a premium program the offer we would start with is a clear, low-pressure consultation with a defined outcome, not a price cut. We work that out with you before launch.
What if we already have a decompression page on our site?
Campaign traffic still goes to a dedicated conversion page built for one action. Your existing page stays for organic visitors.
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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- We review your practice and local market before the call
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- No obligation, no pressure
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Other chiropractic service lines. Same system, one service line at a time.