Chiropractic Marketing Through Press Releases

Why use a press release for your chiropractic practice?

The “why” of writing a press release is quite simple: a good press release will attract attention, increase your links on the internet, leading people to your site, and ultimately generate new patients and more. income.

What is a press release? It is a newspaper article that highlights new products, services or developments in chiropractic or in your office specifically. Let the public know what is new and interesting in your field.

When you have a good press release, news services can pick it up and then two things happen:

First, your site will automatically link to those sites. As an independent website, you only have traffic (visitors to your site) coming directly from you (your current patients and referrals), and your site likely won’t appear on the first page of an internet search. With the help of popular sites linking to you, you are more likely to be seen during a search and raise your position in the listings, like being higher in a phone book.

Second, your press release is seen by people on sites that have used your feeds, and therefore traffic to your site is increased by direct impact; that is, the person who wants the information or service you have written about in your communication clicks on your link. Also, someone may use your information in another article that will also link to your site.

How to write a press release

There are ways to make a good press release, that is, ways to get it noticed and picked up by news sources and used in articles.

Listed below are several general rules for writing a good press release. Even if you choose to have a ghostwriter prepare your press release (more on this in section 3), here are the things to look for:

  • Make sure the topic of the release is newsworthy. A press release is not a place for advertising. What you want to do is relate it to an important breakthrough, cause, event, or development that affects your practice, either directly or indirectly.
  • Some examples are: a breakthrough in the treatment of arthritis, a new holistic use of an herb to control headaches, a new device, an exercise trend, a special educational program, a fitness program, an acupuncturist or in-house dietitian, a special event sponsored, or a special award received . Think of all the things that will set you apart and focus on your newsworthy aspect; imagine what kinds of things you would take a second look at an article.
  • The point is to make the press release focus on something that is considered interesting and unique in terms of newsworthiness. Find a good hook and use it to its fullest potential.
  • First, you’ll want to write a one to four sentence summary of your press release; it’s essentially the hook of it. This is what will appear in the feeds of websites that have requested updates on health and medical news or news in a geographic region. Example: “Women in Somewhere, NY now have an alternative method of relieving back and pelvic stress during pregnancy, as Dr. O. Smith is the first in the area to be certified in this innovative chiropractic technique.” designed only for pregnant women”.
  • Next, develop an engaging and revealing headline. It should grab immediate attention and entice the reader to continue reading the release. Here are the facts: Dr. Smith from Buffalo, NY completes the Webster Technique certification. “Local Physician Certified in Webster Technique”. That’s pretty boring and vague in itself; he says nothing about what he can do for a patient’s family. How about, “New Help for Pregnant Mothers.” Tell me, what pregnant woman or future father does not read that? Or maybe, “Make mommy and baby comfortable during pregnancy.”
  • A subtitle immediately follows the title. This will help refine what triggers the headline. “The Webster technique reduces back pain and helps position the baby for delivery.” Now we know what kind of help, and it’s really a must read. The patient knows how he can help.
  • Make the first paragraph count. In journalistic writing, the first paragraph should say it all: who, what, when, where and why. Be specific about the point and grab attention at the time. The details and fine points are reserved for the body of the press release. Article continues from abstract. “The Webster Technique not only helps relieve pain associated with pregnancy, but also helps restore a woman’s pelvic balance to allow the baby to be placed in the best possible position for delivery. Dr. O. Smith of Somewhere, NY, is now uniquely qualified to help pregnant women in the area.” All five points have been addressed.
  • The body should be written as if you were writing a newspaper article. The style is called an inverted pyramid, where the most important facts are told first, with the related details and details later in the article. The excess of adverbs and adjectives is for poets and creative writers. Be succinct when conveying the highlights of the press release; don’t stuff energy with meaningless statements, jargon, or hype.
  • On the body, use everyday, conversational words. The press release is not written for your fellow chiropractors, so please do not use office jargon or technical verbiage. Write as if you were talking to a patient.
  • Also use quotes. Testimonials go a long way in promoting your practice. Incorporate them as you talk about the main topic. For example: Joan Smith said, “I’m so glad I don’t have to give up my treatments now that I’m pregnant.” Get a quote or find a reference from someone you know who uses the same treatment or procedure to add validity and support to your claims. Make sure you get the necessary permissions. If you can, use statistics to improve your statements.
  • Use the standard formatting procedures (example below). There are several resources, including the most widely used,, which has very detailed instructions. No capital letters, no dirty slogans/jargon, no exclamations.

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