Social media marketing for a chiropractic practice is a few kinds of posts, published a few times a week on Facebook, Instagram and the practice's Google Business Profile, with a chiropractor reading each post before it goes live. The posts answer what a new patient wants to know before calling: what a first visit is like, what a service is for, whether their insurance works, who they will see and when the office is open. Patient stories need the right permission, and claims about results need proof. Social media management for chiropractors is the same work handed to someone else: a team member, a freelancer, an agency or software that writes from the practice website. The choice comes down to who prepares the posts, who checks them, and who publishes them.
Who does the work: four ways to run a practice's feed
If the feed stops when the schedule fills, the fix is not a bigger strategy. It is posts that keep going in those weeks. Every option below can do that; they differ in which part of the work leaves the practice.
| Option | What it takes off the practice | What stays with the practice | Typical cost |
|---|---|---|---|
| Front-desk team member with a scheduler | Publishing, on a calendar | Writing every post, the images, checking clinical statements | Staff hours, plus the scheduler's monthly fee |
| Software that writes from the website | Writing and images; publishing on some plans | Reading each post, permissions, replies | $9 or $39 a month at Boomp; $275 with the founder approving |
| Freelance social media manager | Planning, writing, publishing, often replies | Supplying photos, approving posts, the brief | $500 to $1,500 a month, typical range |
| Agency | Posts, plus ads, replies and reporting if you pay for them | Approvals, ad spend, time on calls | $750 to $2,500 a month and up, typical range |
The two typical ranges are what such quotes usually run, not a survey. Ask every provider for one sample made from your own website before you compare prices. A sample shows whether they understood the practice; a price does not.
What to post: pages the practice already has
Someone choosing a chiropractor may check the website, the reviews and the most recent posts before calling. A feed that stopped two years ago raises a fair question about whether anyone is home. They are not looking for a dance trend, and the practice does not need to learn one. The answers they want already sit on the practice website, which means a month of posts is already written down somewhere.
| Page on the website | A post it becomes | Check before it goes out |
|---|---|---|
| First-visit or new-patient page | What to bring and what happens at the first appointment | The current intake steps and the booking link |
| Services pages | What one service is for, in plain words | No promise of a result, no "cures" or "fixes" |
| Insurance and payment page | Which plans the practice accepts, and what to ask before booking | The current list; insurers change |
| Team page | Who a new patient will meet | Current names, roles and credentials |
| FAQ page | One common question, answered the way the practice answers it | General information, not advice for one reader |
| Hours and location page | Holiday hours, parking, how to find the office | The dates and the address |
Take the first-visit page as an example. If it says new patients fill in an intake form, bring their insurance card and wear comfortable clothes, the post says exactly that and links to the booking page. Nothing is added that the page does not say. A chiropractor reads it, confirms the steps are still current, and it goes out.
Posts like these are not exciting, and they do not need to be. They answer the question a nervous new patient was going to ask the front desk, before the phone rings.
The rules that apply to a chiropractic feed
A practice's feed is advertising, so the rules that apply to the practice's advertising apply to its posts. Three of them matter most.
Patient stories and photos
If the practice is covered by HIPAA, and a provider that sends insurance claims electronically is, the Privacy Rule says a covered entity "must obtain an authorization for any use or disclosure of protected health information for marketing", apart from face-to-face communication and promotional gifts of nominal value (45 CFR 164.508(a)(3), read October 7, 2026). A patient's name, face, story or visit can be protected health information once it is tied to the practice. A general photo release may not meet the rule, so have whoever handles HIPAA at the practice confirm the form before any patient appears in a post.
Results and testimonials
The FTC's Endorsement Guides say a testimonial about a key result is likely to be read as what patients generally get. Without proof of that, the ad "should clearly and conspicuously disclose the generally expected performance" (16 CFR 255.2(b), read October 7, 2026). So a post that says one patient's back pain was gone after three visits is likely to be read as what patients generally experience. Leave that kind of post out unless the practice can show what patients generally experience.
The state board
Chiropractic licenses are issued by state boards, and a board may have its own advertising rules. Read yours before the practice posts anything about results, specialties or prices. Whoever prepares the posts cannot make that call for the practice.
Two habits keep most practices clear of all three rules:
- Draw posts from what the website already says, then check that each post adds no claim the website does not make.
- Answer comments and reviews without confirming that the person is a patient or mentioning their care.
How often and where to post
There is no proven number of posts that brings patients. A count the practice can keep in its busiest month is worth more than a big plan that stops in March. Two or three posts a week is a reasonable start.
- Google Business Profile is the practice's listing on Google Search and Maps, beside the reviews. A recent post there shows the practice is open and current.
- Facebook can carry the same updates, hours notices and reviews.
- Instagram works for the same posts in a more visual format: the office, the team, a short explanation.
The same post can go to all three, adjusted for each. The Google Business Profile posts guide covers that channel in more detail.
What to ask a chiropractor social media company
Before signing with a company, a freelancer or a piece of software, get a written answer to each of these:
- Who writes the posts, and from what source?
- Who checks clinical statements before anything publishes?
- Who publishes, and who notices when a post fails?
- Who answers comments, reviews and messages, if anyone?
- What happens to patient photos and stories, and who holds the authorization?
- Is there a contract, and how does the practice leave?
- Can you see one sample made from the practice's own website before paying?
A provider that cannot answer the second and fifth questions clearly is the wrong one for a health practice, whatever the price.
Measure what the posts actually do
Keep three numbers apart: what went out, visits to the booking or new-patient page, and new-patient calls or bookings. The practice's own scheduling records are the honest source for the last one. A full calendar of posts is not proof of new patients, and neither is a higher follower count. After three months, the three numbers help the practice judge whether the work is worth what it costs.
What stays with the practice
Whoever prepares the posts, these stay with the practice:
- Clinical statements. A chiropractor reads what each post says about care.
- Patient permission. Any patient image or story is the practice's decision, made with its own authorization.
- Perishable facts. Hours, insurance plans, fees and who is on the team.
- Replies to comments, reviews and messages.
- The website itself. When posts are written from the website, a claim on the website becomes a claim in a post, so keep the website accurate.
The three doors at Boomp
Boomp is software. It reads the practice website and writes social media posts about the practice, with the images. The price follows how much of the work leaves the practice.
- Packs, $9 a month. Ten finished posts with images, by email link. A chiropractor reads them and the practice posts them itself. Nothing to connect, nothing scheduled.
- Core, $39 a month. Twenty posts, one carousel and one video, published to the practice's connected channels after a chiropractor approves each one in the app. About ten minutes a week of approving. Approval is the default; auto approval stays off unless the practice turns it on, and a health practice should keep it off.
- Done for you, $275 a month. The same content, with Boomp's founder approving every post before it publishes, and the practice never opens the app. That moves the read of clinical statements outside the practice, so a practice that keeps it, as this page advises, should choose Packs or Core.
No Boomp plan includes ads, replies to comments or messages, photo shoots or strategy calls, and there is no contract on any of the three.
Before any of them, the free step: enter the practice website and your email, and a link to ten finished posts made from your own website arrives by email, with images, a carousel and a short video, with no account or card.
