The Best Time of Year for Chiropractic Marketing

When is the best time to spend money marketing your practice? What season brings in the best return on your investment?

Ask most chiropractors this question, and you will get a variety of answers.

Some will say you should never advertise in the summer, as everyone is gone on vacation. Other chiropractors, especially the more northern ones, will say do not advertise in the winter due to holidays and bad weather.

I actually had a consultant years ago who went through all the months that were bad for marketing. January is insurance deductible rollover month. Feb. was ok to market in. March was spring break, so not good there. April was tax month, so that was out. And on and on. I think he said 2-3 months out of the year which were good to advertise in!

So what are the best and worst months?

In the June 3rd issue of Dynamic Chiropractic, a poll was taken of 144 chiropractors, asking them “Do more patients seem to come in during a particular time of year?” Here were the results:

Spring – 29%
Summer – 15%
Winter – 17%
Fall – 17%
No real change – 22%

From these results you might be lead to think that Spring is best for new patients. But this poll shows that almost a quarter (22%)of those polled said it didn’t matter which month, there wasn’t a big difference!

Not to mention there were still quite a few doctors who said Fall, Summer and even Winter was their best season for new patients.

Here’s the truth…

There is not magic month for marketing your practice! You should be marketing you’re practice every single month of the year. The month you take a break from marketing your office, it will suffer. Maybe not right away, but it surely will suffer during the following months.

Some doctors take a month or two off from marketing, and this puts them into a tailspin that becomes difficult to recover from. A month off causes less revenue. Less revenue usually less to spent on marketing. Less spent on marketing means less new patients. And on and on down the spiral it goes.

But with that said, there are going to be months that are better for you than others. I tracked my office’s pattern for years, and found a general pattern of months that could really produce.

For me, they were March or April (usually 1 of the 2), July, and the block of Sept. through November as a whole. But you shouldn’t assume mine best months will be the same as yours. Look at your own stats to determine which months work best. (You are keeping good monthly stats, right?)

Some months I even had some huge swings, like the year December was my best new patient month.

So during these “super months”, I will double or triple up on my marketing. If I was running one of my Ultimate Chiropractic Ads a month, I might run 2 or 3 in those months. Or add telemarketing to those months only.

Don’t make the mistake of thinking these “super months” are the only time you should market your practice. If you find a great month, that’s proven itself (at least two years in a row) to be good for new patients, then it would be prudent to spend even more on marketing during that month in the future.

Now it’s your turn. Comment below and tell us what months you’ve found to be the best.

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5 Comments

  1. Terry A. Rondberg, DC at

    Great post — there is some really valuable info here.

    When I was in practice, I kept trying to find some pattern, but there wasn’t any, so — like the 22% in the survey — I’d have to say there was no real change. Of course, I think where you practice makes a big difference. I’ve known doctors back east who couldn’t get a new patient during the dead of winter (how could they? everyone was snowed in!). Back in Arizona, the heat of the summer kept people away. Personally, I found that the best month to market my practice was THIS month (no, I don’t mean June … I mean EVERY month). Never stop, never slow down. Your practice will reflect your marketing efforts.

    Terry A. Rondberg, DC

  2. Wow! I’m shocked that no one has commented yet on this great article!

    Could it be that chiropractors are seeing their worst months in marketing right now and are frantically looking for ways to increase the bottom line? Or, are they doing so well that they don’t have time to comment? I’d like to assume the latter. 😉

    But, to answer your question, Dr. Beck, numbers (aka NPs) traditionally tend to decrease as we head into the last quarter of the year. But, this simply doesn’t have to occur.

    If chiropractors would stick to a marketing plan (both outbound and inbound), they’d continue to prosper and keep the momentum going into each new year.

    You see, there’s a principle in business — whatever your mind is focusing on today will affect your practice 90 days down the road.

    So, you need to make sure your heads in the game and you’re planting seeds of prosperity not lack based off of your current mindset.

  3. Whoops! Looks like Dr. Rondberg came through with the first comment before I hit the submit button.

  4. I practiced for nearly 10 years and found one year spring was better while fall sucked, then the next year spring sucked and fall rocked. I never found any pattern for times to Market my office. Personally, I always thought if other doctors aren’t Marketing because it was a bad time, I would ramp up my Marketing and kill it.

    I think Branding and Marketing has to happen every day whether it be in the office, in the community, or just in your mind. Chiropractors have to focus on their Passion.

    There you have it… My 2 cents.

  5. Joseph Doughty, D.C. at

    Assumption 1 is the doctor is tracking their marketing results outside of gross collections and patient volume.
    My personal experience has been the market is too chaotic to predict, but looking back it is always easy to see the dips in the road. Practice long enough and you will have great seasons at one point or another.
    My other personal experience is most doc’s are too busy (self perception) to throughly track their marketing efforts. Hence they guess what is working and what isn’t. Personally, I stopped that practice many years ago.
    C’mon what’s one of the first questions doc’s ask each other at seminars after small talk? What marketing are you doing that is working? Shouldn’t you know that answer already for your own practice and not be asking someone who practices in a different market?

    Chiropractors need to step up and get more serious about their own marketing efforts and get away from “hunches” and “guessing”. Utilize the tools that are available like Dr. Beck’s products (no he didn’t pay me to say this). They need to check out some marketing books and business books outside of the ones found in the industry trade papers. Think outside the box for a change.

    Here, check out these business book summaries to get your mental juices flowing:
    http://sivers.org/book

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