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In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales dives deep into the power of branding for chiropractors. With her trademark clarity and passion for helping practices grow, Barbara unpacks why branding matters, how to define your specialty, and how to use stories—not just services—to create a thriving and memorable practice. 

When most people hear “chiropractor,” they instantly think of back pain. But modern chiropractic care goes far beyond that—pediatrics, sports, fertility, neurology, geriatrics, even animal care. The problem? Without a clear brand, patients see you as just another option in a crowded field. 

If you’ve ever wondered: 

  • Why do some chiropractors attract loyal referrals while others blend into the background? 
  • How can you position your practice so patients instantly know you’re the right doctor for them? 
  • What stories and strategies actually make a chiropractic brand unforgettable? 

Key Takeaways:  

“Your brand is the promise you make. It’s the feeling patients get when they think about you.” – Dr. Barbara Hales 

Connect with Barbara Hales:  

  • Twitter: @DrBarbaraHales  
  • Facebook: facebook.com/theMedicalStrategist  
  • Email: Barbara@TheMedicalStrategist.com  
  • Books: Content Copy Made Easy, 14 Tactics to Triple Sales, Power to the Patient: The Medical Strategist  
  • YouTube: TheMedicalStrategist  

Books:  

 

TRANSCRIPTION:  

[00:11] Opening: The power of video for doctors
Barbara sets the stage by introducing the importance of video and community-driven content. She emphasizes how patients are craving authentic connection from their doctors and how video builds trust before the first appointment. 

[01:20] Why video matters more than ever
Backed by statistics from HubSpot, Barbara explains that 91% of consumers want more video content, and videos on landing pages can boost conversions by 86%. For doctors, this means video is no longer optional—it’s the format patients trust most. 

[02:45] Case study: Dr. Sarah’s Mom Talk Mondays
Barbara shares how a pediatrician used short weekly videos to connect with moms in her town. After six months, her patient volume grew by 38%, and moms felt like they already “knew” her. This demonstrates how simple, relatable video builds both trust and patient loyalty. 

[04:01] Six proven video formats for doctors
Barbara outlines practical video styles that work without high production costs: patient education, behind-the-scenes day-in-the-life clips, myth-busting shorts, FAQ series, patient testimonials, and seasonal health tips. She notes that hosting videos on your website also boosts SEO authority. 

[06:10] What is community-driven content?
Community-driven content involves shaping your content around your audience—through Q&As, polls, comment-reply videos, and social media Lives. Barbara explains how this builds “psychological proximity,” making patients feel closer to you, which drives trust and referrals. 

[07:45] Case study: Dr. Lin’s Skin School
Barbara highlights Dr. Lin, a dermatologist who created a weekly video series called Skin School. By answering patient questions and offering holistic insights, she grew her Instagram following to 15,000, built a three-month waitlist, and expanded her practice—all without ads. 

[09:10] Case study: Dr. Ahmed’s family connection
A cardiologist posted a video about heart-healthy diets, which inspired a patient’s grandson to create a thank-you video. It went viral, generating 3,000+ shares and reinforcing that authentic, relatable content goes beyond medicine—it creates community and transformation. 

[10:40] Overcoming common objections to video
Barbara tackles excuses like “I don’t have time,” “I’m not techy,” or “I’m camera shy.” She provides practical fixes—recording short clips on your phone, using simple apps like Canva, or imagining you’re just talking to one patient. The key: done is better than perfect. 

[12:25] How to get started today
She gives a step-by-step starter plan: choose three topics you already discuss daily, record a 60-second video on one, post it to your platform of choice, and end by asking a question. Repeat weekly to build consistency, trust, and visibility. 

[13:20] Closing: Building trust with video
Barbara reminds listeners that video isn’t about becoming a social media celebrity—it’s about becoming the doctor your community knows, trusts, and recommends. By showing up consistently, doctors showcase the human side of healing and grow stronger patient relationships.