Welcome to Issue 16 of Chiropractic Economics

Which takes a comprehensive look at marketing and communication strategies and how to effectively engage with your patients, partners and staff. I’ve had the pleasure of working with marketing guru and practice management expert Mark Sanna, DC, on this issue, and what follows is his perspective on this evolving landscape.

In today’s competitive, patient-centric healthcare environment, running a successful chiropractic or multidisciplinary practice requires far more than excellent clinical skills. The ability to communicate effectively, both within the walls of your practice and out in the broader community, has become one of the most important drivers of growth, retention and patient satisfaction. Marketing and communication are no longer optional add-ons to a thriving practice; they are the lifeline that keeps patient flow steady, reinforces your brand and ensures your community stays aware of the value you provide.

From awareness to engagement

Marketing begins with awareness, but its true power lies in engagement. It’s one thing for potential patients to know your name; it’s another for them to come to you as their trusted health resource. This is where strategic communications matter most—combining consistency, clarity and creativity to keep your message top of mind. In 2025, successful practices are the ones meeting patients where they are—on social media, in their inboxes, through community events and in online searches. Each touchpoint is an opportunity to reinforce your brand’s story.

Learn the new rules of marketing

The marketing landscape has shifted dramatically over the past few years. Patients now expect personalization in every aspect of their lives. Email automation, social media scheduling and AI-assisted content creation have made it easier than ever to deliver tailored messages at scale.

At the same time, credibility matters more than ever. Today’s healthcare consumers are savvy—they research conditions, compare providers and check web reviews before ever making an appointment. This makes reputation management, online presence and patient testimonials essential parts of your marketing strategy.

Communication inside the practice

Marketing isn’t just about attracting new patients—it’s also about keeping the patients you already have. Clear, consistent communication within the practice strengthens patient relationships and drives retention. Every interaction—whether in person, by phone or through digital channels—should reinforce the value of the ongoing care you have available.

Looking ahead

The practices that thrive in the future will be those that understand marketing and communications as integral parts of patient care—not separate from it. A well-run campaign can open the door to care, but effective communication keeps the patient walking through it.

Leverage the Issue 16 insights

The articles in this issue provide a rich resource for DCs and teams looking to elevate their marketing and communications. From practical strategies for building your brand to emerging trends in digital outreach, the insights here can help you create an authentic, sustainable, effective plan. Whether you are exploring video marketing, refining your Google Business profile or training your front desk team to be better communicators, your goal is the same: Connect with your audience in ways that build trust and loyalty.

I hope you gain a fresh perspective from Mark’s insights into the latest marketing and communication trends and find the tools you need to elevate your practice.

To your health, prosperity and success!

Gloria N. Hall
Editor-in-chief