The Story of DOTS Chiropractic: Resilience, Growth, and Effective Marketing
Lindsay and Chris, founders of DOTS Chiropractic in Milton Keynes, share a powerful journey of overcoming challenges and achieving unprecedented growth through thoughtful marketing strategies and patient engagement. With a solid foundation of 13 years of Chiropractic experience, they opened their current practice five years ago, facing unique hurdles, especially with patient acquisition during the pandemic. Here’s their story of how small adjustments and the right support led to transformational growth.
Starting Point and Challenges
When they first opened their practice, patient outreach was primarily in-person. Lindsay, driven to see DOTS Chiropractic thrive, organised 18 community fairs and local events while six months pregnant! Their initial growth relied on these small events, where they connected with just a handful of new patients at a time.
However, when the pandemic hit, patient acquisition strategies had to pivot, yet the online world was initially daunting. They tried working with a marketing agency, which was effective but costly, and when they parted ways, they lost access to essential content they had created. Despite these setbacks, Lindsay and Chris persevered and began seeking more sustainable, cost-effective ways to reach new patients.
The Turning Point: Entering the Inner Circle
In early 2023, Lindsay and Chris attended a “new patient avalanche” workshop. The experience was eye-opening, especially for Chris, who doesn’t typically make spontaneous decisions. Right then, they joined the Inner Circle program. This decision was the start of a significant shift, providing them with tools, accountability, and access to a community of other chiropractic professionals.
Strategic Shift: Finding Success Through Spinal Screenings
One of the first recommendations was to conduct in-house spinal screenings (A favorite amongst DCPG Members). They began holding these four-hour Saturday screenings, where patients would come in for evaluations and treatments. The result? In just one Saturday, they saw a return on their ad spend that paid for itself several times over! In fact, within the first four hours of their initial screening event, they had already covered the costs of their entire ad campaign. This shift was a “light bulb moment” that showed how impactful hands-on, high-engagement events could be for their growth.
From Events to Record-Breaking Months: Consistent Growth Over 9 Months
The spinal screening events not only generated immediate revenue but also translated into a consistent flow of new patients. Over the first nine months with the Inner Circle, DOTS Chiropractic saw an impressive 44% increase in new patient volume. These results directly contributed to their practice reaching two record-breaking revenue months in 2023. By July, they hit their all-time high, nearly reaching £41,000—a significant milestone.
Lindsay and Chris attribute a major part of this success to the combination of accountability and support from the Inner Circle. By setting regular goals, being mindful of their upcoming events, and keeping consistent, they were able to remain prepared and organized.
Key Results and Impact
Since joining, DOTS Chiropractic achieved these standout results:
- 396 New Leads – Generated through spinal screenings, workshops, and lead campaigns.
- 44% Growth in Patient Volume – Attained over nine months through targeted marketing efforts.
- Revenue Milestone – They reached two record-breaking months, one just shy of £41,000.
- Events Paying for Themselves – Their spinal screenings alone covered ad spend and service fees, proving their worth.
One particularly successful event was a “Balance and Stability Workshop,” which saw 33 sign-ups and 27 attendees—an impressive turnout. They credit the detailed event planning and ad targeting for the success, allowing them to create high-quality engagements that patients genuinely valued.
Lessons Learned: Sustainable Growth Tactics for Chiropractic Practices
- Accountability Is Key:
Working with the Inner Circle provided Lindsay and Chris with much-needed accountability. Their marketing specialist regularly asked for updates on upcoming workshops, helping them plan three months out. This kind of structure ensured their outreach was consistent and always aligned with their goals.
2. Events and Engagement:
Hosting targeted events like spinal screenings and workshops is not only a valuable way to engage with new patients but also creates an opportunity to educate and provide immediate value. They found these events highly effective, so much so that they now conduct screenings that include warm-up exercises, office tours, and even seated massages to keep attendees engaged.
3. Data-Driven Advertising:
One of the most helpful aspects of their new approach was the use of split testing to optimize ads. Testing variables such as image choice, format, and copy helped them identify what resonated most with their audience. They quickly saw results, with multiple campaigns generating strong ROI.
4. Maximizing Return on Investment (ROI):
Each event and campaign was carefully tracked to assess its impact. After a major spinal screening, they assessed revenue four and seven weeks post-event, finding that it generated £11,000 in additional income. These measurements allowed them to optimize their efforts, ensuring that each activity supported their larger financial and growth goals. Knowing your numbers in empowering. Knowing exactly what your ROI is (or will be), allows you to hone in on the marketing strategies that are most effective and allocate more budget to these area. Having the confidence to spend more, knowing you will receive a return, is what will allow you to out compete your competitors.
Final Takeaways: Looking Ahead with Confidence
For Lindsay and Chris, the right marketing support not only enabled their practice to grow but also gave them peace of mind and the ability to focus more on patient care. Their experience highlights that, with the right approach, any practice can achieve sustainable growth without losing focus on what matters: providing outstanding care and value to patients.
For chiropractic practices aiming to grow, these lessons are a reminder that strategic, targeted outreach can lead to long-term success. Lindsay and Chris’s journey with Dots Chiropractic is a powerful testament to how a mix of in-person engagement, data-driven advertising, and accountability can turn a good practice into a thriving one.
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