The Best Months For Chiropractic Marketing

Which months are the best to advertise in? Is December or January really a waste of money?calendar

Everyone has an opinion about when to market and when to be a scrooge with your marketing dollars. But there are certain months I have discovered are great to advertise in.

Let’s look at a few conditions…

For auto accident ads, you want to advertise during the times of the year when the weather has an effect. It’s been shown that during icy periods, rain, or fog, more people will get into accidents. This doesn’t mean you can’t run a PI ad during good weather, but after bad weather is best.

If you live in warmer climates, then you would want to run ads that affect people who are more active like golf, etc. Contrary to popular belief, patients do see chiropractors in the summer and you should be marketing then.

It’s much smarter to run ads and keep your marketing up during the summer, than it is to listen to consultants telling you to take the summer off from advertising.

Does the consultant to take off all summer from his marketing to chiropractors?

There is a period of time where you should curtail your marketing, but it’s a short period of time at the end of the year. That’s means the last two weeks of December you should not have a new ad coming out.

Not because people are spending more money at this time, the money is low, and all that fluff.

It’s simply because people are less likely to be considering their health during this time, based on their travel schedule and the things that they have going on. Readership in most newspapers drop during this time too.

No matter what any consultant or colleague says, that’s the only two weeks you should not consider having a live ad in the paper. (That right, all other Holiday weeks are great.)

I would definitely recommend having an ad the first week of December though!

January is typically a decent month only because a lot of people will be considering their health and their new year?s resolutions then. I don?t find January to be the best month, in my experience, but it certainly is a good month for marketing.

Funny story on January.

One consultant I had said that I should market hard in January, because that’s when everyone is “thinking about their health”.  Another consultant I had later said “no, absolutely don’t spend any money on advertising in January, because that’s when everyone’s deductibles start over!”

Who’s right?

Who cares! What month do you not want new patients to come in?

Really, every month is a good month for marketing, even December.

Don’t get the idea because I said don’t advertise in the last two weeks of December you should take the whole month off.

A lot of chiropractors make the mistake of saying…

“I’m going to take December off from marketing. And nope, can’t market in June and July because kids are out of school. November? Well shucks, there’s Thanksgiving, so I better not spend money there. April has Easter weekend, May memorial day weekend, and September has labor day weekend so I can’t market in those months either…..”

You get the picture. Don’t be like this fool who always has an excuse why they aren’t marketing their practice. That mentality is going to hurt your practice.

I’ve known doctors who’ve done these stupid things and have struggled just to keep the doors open. All because they put their marketing on halt for awhile. They thought their referrals would keep them going through these “non-advertising months”.

But where do most referrals come from? They mostly come from new patients or newer patient who’ve started care in the last month.

With all that said, there are some months that have proven to work better for me and my coaching clients.

The best months I’ve found to market were in the middle of the spring and fall (March and April, October and November). I can’t say for certain why that is. I have certain theories, but it doesn’t really matter. The fact is that’s when I’ve found my ads have the best response.

This does not mean that you should only run your chiropractic ads during these months!

It only means you should have more ads running than the normal during these times. November has always been a very good month for me, even with the Thanksgiving holiday in the U.S.

But this is not a hard and fast rule. I only mention it to you so you can test it. One year July was my biggest ever months when it comes to collections and new patients.

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  1. Dr. Jon at

    Hi Dr. Beck,
    I too have an interesting story in chiropractic kind of like your bottom out and rising above although I didn’t rise above. I freaked out and went to the hospital for a week and a half trying to figure out where it all went wrong and what decisions I should have made differently. Probably the biggest would have been to let go of the consulting groups for reasons you have already stated. Now, before I went to the hospital I had yet to make a late payment on any bills or rent or loans. I just had enough and couldn’t sleep or think straight and I was breaking down all the time.

    Now I’ve abandoned my office of three years that at one time was seeing around 100 week and I still felt that I need more and that I wasn’t doing enough screenings or talk or health care classes. I’m back to work as an associate at the previous office that I had worked at for 3.5 years. To make matters worse my previous tax prepayer was committing fraud and now I owe back taxes from 05,06,07 and 08….bankrupt, but I still owe 144K on student loans and who knows how much on IRS back taxes, fees and penalties.

    Enough of my sob story, but I do like you comments on that fact that it is ok to have a smaller office. It seemed the management groups were always trying to push for more, do more, act like someone else more. All bullshit. And to think that my consulting group recommended my tax preparer to me! To say the least my wife and I are infuriated. It seems my decision to help people as a chiropractor didn’t bring a lifestyle that so many of us imagine.

    Dr. Beck, I may start up a small cash clinic on the side of my associate position (no insurance accepted at all). Do you have recommendations on books, etc to help me learn the ins and outs of running a cash practice specifically. I don’t have the patients for an insurance practice dealing with both the patients and the companies to try it again at the moment. Thank you for your help and I really enjoy your articles.

    Dr. Jon

  2. drbeck at

    Dr. Jon:
    It’s unfortunate that sometimes in life we have to go through very hard times to learn important lessons. But being on the other side of the valley now, I can tell you I look back and am very thankful for the lessons I learned (but I wouldn’t have told you that during our lowest point.) Especially the lessons in faith, perseverance, how to handle money, debts, scam artists to watch out for, who to trust, how to market the right away, and more.

    As for resources, here are the ones I would recommend for your particular type of setup:

    1. Book- Guerrilla Marketing by Levinson (Quick, low cost marketing methods for a startup business.)

    2. My ChiroMarketing Academy (Marketing letters, referral ideas, free/low cost internet marketing tips, and more!)

    3. Book – Total Money Makeover by Ramsey (definitely going to be helpful with what your going through.)

    There are more but there are a good start. For an established practice, I would recommend my Ultimate Chiropractic Ads to get new patients faster.

  3. Hey Dr. Beck, I got your Ultimate Chiro Ads about 2 weeks ago. My 1st flyer is going in the paper next monday. Wish me luck. We treat a lot of PI so I’m trying that Ad 1st. I am also working on setting up landing pages with your ads on them…. I have a question for you: I am trying to put together an email list. I was wondering if you recommeded blogging with an email of the blog sent out to your list of contacts or a list of contacts or just sending out the email with the content in the email and not direct to the blog. I appreciate any thoughts on this. Thanks
    Julain CHipley

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This Sliding Bar can be switched on or off in theme options, and can take any widget you throw at it or even fill it with your custom HTML Code. Its perfect for grabbing the attention of your viewers. Choose between 1, 2, 3 or 4 columns, set the background color, widget divider color, activate transparency, a top border or fully disable it on desktop and mobile.