Starting a Chiropractic Practice

Here’s What I Would Do if I Could Start Over as a Chiropractor

April 14, 2024


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The Chiro Practice Journey—Let’s Get Real

Starting a chiropractic practice? It’s a ride—one that’s exciting, daunting, and incredibly rewarding. Picture this: launching my chiro practice felt like assembling IKEA furniture in the dark—no manual, just hope and a bunch of spare parts. 🛠️😂 The final product? Kinda sorta what I envisioned, but let’s not talk about those leftover screws. Who needs a step-by-step guide when you’ve got sheer determination… and maybe a few extra pieces?

This adventure taught me a ton about adaptability, the power of authenticity, and the importance of having a game plan that goes beyond “wing it and hope for the best.” 

The good news? I’ve been there, and I’m here to share the road map I wish I had from the start. Through this blog post, I aim to share insights and strategies that I wish I had known from the start, focusing on the importance of branding, understanding your ideal patient, optimizing office flow, and the critical role of Standard Operating Procedures (SOPs). 

In the ever-evolving field of chiropractic care, adaptability and a willingness to learn and grow are key to cultivating a successful practice. Let’s dive into the foundational steps that can transform challenges into opportunities for growth and fulfillment.

1.Building an Authentic Brand

Let’s talk about branding. Not the dry, textbook kind, but the vibrant, this-is-me kind. Who am I, and how do I want the world to see me? Initially, I thought slapping on business casual attire would magically bestow upon me the “professional” label. Spoiler alert: It didn’t. 🤷‍♀️✨

It was like wearing a costume that screamed, “This isn’t me!” My turning point? Embracing my love for bright-colored scrubs, letting my big hair down, and not toning down my personality. That’s when my practice started vibing with patients who truly got me.

Your brand is your practice’s heartbeat. It’s how you present yourself, and it’s crucial for attracting new chiropractic patients who resonate with your unique approach.


Your brand is your practice’s outfit, chosen by you every day, making a statement before you even say “hello.” It’s what makes your patients think, “Yep, this is the place for me,” or, “Hmm, maybe not.”

It’s about creating an environment where people feel seen and cared for. Think less about logos and more about the vibe you’re putting out there; it encompasses every interaction with your patients, from the first phone call to follow-up appointments. Ensure your office decor reflects your brand’s personality, whether it’s serene and calming or vibrant and energizing. Your communication style, the content you share, and even the way you dress should all be coherent representations of your brand identity.

Your brand is the story you tell and the values you embody. It’s about creating a memorable experience that resonates with your patients, making them feel understood and cared for.


Discovering your unique flair involves some soul-searching and maybe even a few embarrassing fashion moments. It’s about digging deep to find what lights you up, how you can reflect that in your practice, and starts with asking, “Who am I as a chiropractor?”. 

Are you the zen guru, the sports fanatic, or the family-friendly doc next door? Own it, and let it shine through every aspect of your practice.

Ask yourself what your passions are, what values drive your practice, and how you want to be perceived by your patients. This self-discovery process involves reflecting on your personal story, your approach to care, and the aspects of chiropractic that excite you the most.

2. Identifying Your Ideal Patient

The truth? Trying to be everything to everyone is a fast track to being unforgettable—to nobody. Pinning down my ideal patient helped me tailor my services and marketing, making my efforts to grow my chiropractic business more focused.

Trying to appeal to everyone can dilute your message and make your marketing efforts less effective. Specializing allows you to focus your knowledge and resources on the patients who will benefit most from your expertise, leading to better outcomes and more satisfying relationships.


Imagine flipping through a scrapbook of your ideal patients. What stories are they telling? What brought them to you? Sketching out these personas helps create a focused marketing strategy that speaks directly to those looking for your unique approach to chiropractic care.

Start by analyzing your current patient base to identify common characteristics and needs. Consider demographics, health concerns, lifestyle choices, and the reasons they seek chiropractic care. Think about who you’re excited to work with. Who benefits most from your approach? 

Use this information to create detailed personas that guide your marketing strategies and service offerings. Understanding this shapes your marketing, making it easier to connect with the people who need you the most.


Tailor your marketing messages to speak directly to the needs and desires of your ideal patient personas. Use channels where they are most likely to engage, whether it’s social media, local community events, or health and wellness blogs. Authentic storytelling and patient testimonials can be powerful tools in attracting the right patients to your practice.

3. Streamlining Office Flow

My office layout initially was about as well thought out as a toddler’s idea of interior design—functional, maybe, but with definite room for improvement. 😂 Assessing the patient’s journey from door to treatment room illuminated the tweaks needed to make everything flow just right, avoiding those metaphorical traffic jams in the waiting room.

It’s not just about aesthetics; it’s about function. A well-thought-out office layout enhances the patient experience by minimizing wait times, reducing stress, and promoting a sense of well-being. It also increases staff efficiency by streamlining workflows and minimizing unnecessary movement.


Assess your space with fresh eyes. Identify bottlenecks and think about how you can improve the flow. Consider the journey from a patient’s perspective, from entry to exit, and look for opportunities to streamline the process. Small tweaks can lead to big improvements in how patients move through your space, enhancing their overall experience.


Simple changes like rearranging furniture, adding clear signage, or introducing an online check-in system can significantly improve office flow. Consider the layout of treatment rooms and the placement of equipment for maximum efficiency. Regularly review and adjust your layout as your practice grows and evolves.

4. The Importance of Standard Operating Procedures (SOPs)

If my practice had a bible, it would be the Standard Operating Procedures (SOPs). In the beginning, I was winging it, which is as chaotic as it sounds. SOPs became my salvation, turning chaos into harmony. 📖✨ They’re the playbook for your practice, ensuring consistency, quality, and scalability.

SOPs are detailed, written instructions that describe how to perform a task or process. They ensure consistency in patient care and business operations, making your practice more efficient and reducing the likelihood of errors.


From patient intake to closing up shop, document everything. This might seem daunting, but it’s an investment in your practice’s future. Good SOPs are the foundation for training staff, scaling your operations, and delivering consistent, quality care.

Involve your team in the creation of SOPs to ensure all perspectives are considered and processes are accurately captured.


Well-defined SOPs are a foundation for scaling your practice. They streamline training for new staff and ensure that your high standards of care are maintained during periods of growth. SOPs also allow you to delegate more effectively, freeing you to focus on patient care and business development.

Level Up Your Chiro Practice

starting a chiropractic practice

If you’ve ever felt like you were building your practice with an IKEA manual written in hieroglyphics, I’ve got you. Sign up for our Free 3-Day Email Course: The New Patient Acquisition Accelerator!

It’s packed with actionable insights to help you attract new chiropractic patients, streamline your marketing efforts, and expand your chiropractic practice—no spare parts left over. 💡🚀

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