Building Your Practice with Social Media for Chiropractors, Acupuncturists, and Massage Therapists

Social media platforms have become an integral part of our daily lives, so it's imperative for professionals in the healthcare and wellness industry, such as chiropractors, acupuncturists, and massage therapists, to establish a robust social media presence. This online presence goes far beyond simply posting selfies and vacation pictures (which is what we all started using social media for, to begin with!) It's about building your brand, fostering trust with your audience, and, ultimately, growing your practice. In this blog post, we'll delve into why every practitioner in a similar field must embrace social media, discussing the importance of establishing your brand, building trust, and providing actionable steps to get started. Salt Marketing is a trusted partner that can help you create a strategic social media action plan and elevate your authority within your industry.

Why Social Media Matters for Healthcare Practitioners

Establishing Your Brand

Your brand is not just your logo or clinic's name; it's the perception people have of you and your practice. Social media provides a powerful platform to shape and communicate your brand identity. It allows you to showcase your expertise, share your unique approach to healthcare, and define what sets you apart from competitors.

Tip: Create a consistent visual identity across all your social media profiles, including your logo, colors, and content style. This builds recognition and trust.

Building Trust with Your Audience

Trust is the foundation of any successful healthcare practice. Patients want to feel confident in their choice of practitioner. Social media can help you build this trust by showcasing your qualifications, sharing patient success stories (with their consent), and providing valuable health information. Use social media to educate your audience, offering insights into your treatments and wellness tips, and answering common questions related to your field.

Connecting with Your Community

Social media offers a unique opportunity to connect with your local community. You can engage in conversations, respond to inquiries, and even host live Q&A sessions to address concerns and establish a genuine rapport with potential patients. You can create location-based hashtags and participate in community events and discussions to boost your local presence, and tag your city/area in posts to entice people who are nearby.

Showcasing Your Services

Chiropractors, acupuncturists, and massage therapists offer unique services that can greatly benefit people's health and well-being. Some potential clients may be unfamiliar with the process or even potentially afraid of pain/discomfort before they feel comfortable booking their first appointment. Social media allows you to creatively showcase these services through videos, testimonials, and demonstrations, helping potential patients understand your value.

You can create "how-to" videos or infographics explaining the benefits of your services and how they can address common health issues. Consider sharing behind-the-scenes videos highlighting your services with a real client, showing the process in its entirety, and checking in with the client in real-time. This is a great way to establish trust and familiarize your audience with what to expect!

Staying Top of Mind

The healthcare journey often involves multiple touchpoints before a patient decides to book an appointment. Consistent and strategic social media activity keeps you on your audience's radar. When the time comes for someone to seek your services, they'll remember you because they've been consistently exposed to your brand.

Salt Marketing has always suggested planning a content calendar to ensure regular and relevant posts. This helps maintain engagement, keeps your audience interested, and helps you and your team stay focused on relevant and timely events happening.

creating a social media plan

Creating a Social Media Action Plan

Now that you understand the importance of social media for chiropractors, acupuncturists, and massage therapists, it's time to discuss the importance of a social media action plan. Salt Marketing is here to guide you through this process! Here's a simplified plan to get you started:

Define Your Goals

What do you want to achieve with your social media presence? Is it to increase brand awareness, attract new patients, or establish yourself as an authority in your field? Your goals will shape your content and strategies.

Know Your Audience

Understand your target audience's demographics, preferences, and pain points. This knowledge will help you create content that resonates with them.

Choose the Right Platforms

Not all social media platforms are created equal. Depending on your audience, you may find more success on platforms like Facebook, Instagram, LinkedIn, or even TikTok. Focus your efforts on the platforms where your audience is most active.

Content Creation

Plan your content carefully. Share educational posts, patient testimonials, behind-the-scenes glimpses of your practice, and health tips. Ensure your content is visually appealing and aligns with your brand identity.


Respond to comments and messages, and engage with your audience regularly. Authentic interactions help build trust and loyalty.


Use social media analytics tools to measure your success. Track metrics like follower growth, engagement rate, and website traffic to determine what's working and what needs adjustment.


Consistency is key in social media. Stick to a posting schedule that aligns with your goals and audience preferences. Develop a content calendar that helps you stay on track, and reach out to Salt Marketing if you need help implementing a strategy!

Social media Action Plan Giveaway Banner Ad Graphic

Social Media isn't an option; it's a necessity!

Having a strong social media presence is not just an option; it's a necessity for chiropractors, acupuncturists, massage therapists, and professionals in similar fields. It's a potent tool for establishing your brand, building trust with your audience, and, ultimately, growing your practice.

At Salt Marketing, we specialize in helping healthcare practitioners like you leverage the power of social media to achieve your goals. Whether you're just starting or looking to enhance your existing presence, we can assist you in creating a strategic social media action plan tailored to your needs. By partnering with us, you can take the first step towards becoming an authority in your industry.

Don't miss out on the incredible opportunities that social media offers for your practice. Embrace it, engage with your audience, and let us at Salt Marketing guide you on your journey to success. Reach out to us today and take your practice to new heights by intentionally and creatively utilizing your social media. Your patients are waiting, and your brand deserves the recognition it can achieve through a strong online presence. You can contact us at to get started!

Taylor Perry

I have 6+ years of experience building organic marketing strategies, as well as determining opportunities to optimize in content and SEO. I love helping organizations meet their potential clients right where they are, pairing a businesses' expertise with exactly what a client is looking for!