Marketing in chiropractic isn’t just about pain relief ads or technical jargon. It’s about transformation.
In this conversation, Dr. Lona and TRP’s Chief Marketing Officer, Lauren Roberson, reveal how practices can shift their approach to meet post-COVID consumer behaviors. They discuss why outdated marketing tactics no longer convert, how to tap into aspirational identity-driven campaigns, and the importance of balancing farming and hunting strategies for sustainable growth. Lauren also explains why imperfect, authentic content outperforms polished campaigns and how practices can market beyond the first visit to nurture long-term referrals.
Episode Highlights
00:58 – Common marketing mistakes practices make and why traditional tactics are no longer effective.
02:54 – The shift from symptom-focused messaging to lifestyle-driven outcomes that inspire commitment.
05:03 – How aspirational identity marketing connects emotionally and drives long-term patient investment.
06:10 – Using purpose and mission to stay patient-centered rather than pain-centered in messaging.
08:22 – Marketing beyond conversion: nurturing belief through milestones and early wins.
11:16 – Why technique-focused promotion often fails to resonate with the broader audience.
12:49 – Balancing farming and hunting in marketing efforts to sustain lead flow.
15:25 – The biggest mindset gap between chiropractors and today’s digital consumer experience.
16:48 – Why authenticity and “real” content build stronger trust than polished videos.
18:36 – Marketing training available through TRP and how practices can get tailored strategy support.
21:08 – Dr. Bobby is joined by Success Partner, Alan Poric from AP4 Wealth, a firm known for helping chiropractors take control of their finances. If you’ve ever put off dealing with insurance, superannuation, or retirement planning, this interview is a must-listen. Alan explains why getting your financial ducks in a row early is so important, and how AP4 Wealth creates solutions designed just for chiropractors. Discover practical tips on protecting your income, caring for your family, and building a secure financial future.
Resources Mentioned
Book a Strategy Call with the TRP Marketing Team: https://go.oncehub.com/LRMRKTG
For more information about AP4 Wealth please visit: https://www.ap4wealth.com.au/
To schedule a Strategy Session with Dr Lona: https://go.oncehub.com/DrLonaBuildPodcast
To schedule a Strategy Session with Dr Bobby: https://go.oncehub.com/DrBobbyBuildPodcast
Follow Dr Bobby on Instagram: https://qr.me-qr.com/WOz1qy6E
Follow Dr Lona on Instagram: https://qr.me-qr.com/o2oFbovy
Learn what it takes to be Remarkable!: https://theremarkablepractice.com/