Strategies to attract a new patient segment
Pediatric chiropractic is one of the most underdeveloped segments in the profession. According to the National Center for Health Statistics, 3.4% (about 2 million) US children aged 4–17 years used chiropractic services in the past 12 months.1 That small percentage is not a reflection of lack of need. It is a reflection of an awareness gap. Parents are increasingly open to safe, evidence-based options for their children. What they need is clarity, confidence and easy access to providers they can trust.
Safety data continues to support pediatric care. A prospective surveillance study involving 1,894 chiropractic visits for children under 14 in the US and Canada reported mild, transient adverse events (such as irritability or fatigue) in 8.8% of visits with no serious adverse events classified as serious. When safety is communicated proactively, it builds the trust parents need to take the next step.
Follow these six strategies to expand your practice into pediatrics:
1. Understand and deliver what parents are looking for
Parents want clarity and confidence about the safety and effectiveness of chiropractic care for their children. Your website, intake forms and community presence should answer one question: Why should I seek chiropractic care for my child?
Don’t list every possible benefit. Instead, come up with two to three core issues you address consistently, such as colic, sleep or posture, and communicate those directly and clearly.
Equally important is addressing safety concerns directly. Many parents could be open to chiropractic for their children but hesitate because they don’t know what to expect. Including safety data on your website, in patient packets and in conversations reassures them chiropractic care for children has a low risk profile.
Your practice environment also should reinforce this sense of clarity and safety. Dedicated child appointment times, child-specific intake forms and resources for new parents all signal you understand the unique needs of pediatric care. If you already provide chiropractic for adults, consider family wellness plans that bundle care for siblings or create a consistent routine for parents seeking preventive wellness.
2. Lead with education, not advertising
If you would like to attract more pediatric patients, focus less on advertising and more on education. Publishing short, evidence-based articles, such as “How gentle chiropractic supports growing spines,” can build credibility on your website, in local parenting magazines or as guest posts on existing health blogs.
Another avenue to educate parents is through parent or mom groups, daycare staff or schools (especially private schools).
- Offer to speak in those settings.
- Create a signature talk you can deliver repeatedly across different settings.
- Host consistent in-clinic workshops focused on topics like tummy time, posture or colic.
The goal is not volume, it’s authority. When parents see you as the educator in the room, they trust you with their children.
3. Build trust through referrals and events
Another way to build your pediatric practice is through referrals. Encourage existing families to share their experience with friends. Encourage them to share their experiences by providing educational materials they can pass along.
Clinic-based events are another underutilized tool. In addition to consistent in-clinic workshops, host other events in the clinic or in collaboration with other clinics.
Story hours tied to posture and movement or new-parent evenings focused on sleep and colic can interest parents who have children with those issues. These events lower barriers, showcase your environment and allow families to connect with you in a no-pressure setting.
When parents see other parents engaging with your practice, trust multiplies.
4. Reduce the barrier to entry
For parents new to chiropractic, uncertainty is often the greatest obstacle. To reduce hesitation, offer a “discovery visit,” such as a short, low-cost or complimentary appointment by phone or in person, where parents observe gentle, age-appropriate techniques. Frame it as exploration rather than a commitment. Parents who experience the environment and your communication style are more likely to move forward with care.
5. Build strategic partnerships
Collaborations extend your reach beyond individual marketing efforts. Collaborating with DCs who focus on women’s health, for example, creates a natural bridge to educating mothers about pediatric care. Someone who is already seeing a DC already understands the benefits of chiropractic. It is easier to educate them about the benefits of chiropractic for children than to educate a parent who has never tried chiropractic themselves.
Referrals from pediatricians and community leaders carry weight. Start with one question: What value can I create for their patients?
- Share a concise safety data sheet highlighting a low adverse event rate.
- Provide educational sessions or “lunch and learns” for pediatricians, other holistic practitioners, OB/GYN offices, doulas or lactation consultants.
- Position yourself as an ally in integrative pediatric care—not a competitor.
Having a good approach as well as knowing what to say and what to provide so other healthcare practitioners think of you first is essential to support bringing in referrals. Partnerships help build credibility.
6. Measure what matters
Growth without measurement is guesswork. Track the number of pediatric inquiries you receive each month, the conversion rates from discovery visits to ongoing care and your average patient visit numbers. Pay close attention to referral sources, whether those are parents, providers or community events. This data will help you determine where to focus for the highest return.
Final thoughts
The pediatric market is underserved. You don’t need to “sell” parents; you need to articulate your value clearly, educate with authority and lower the barrier for first-time families.
This is not just about filling your schedule; it’s about positioning yourself as a trusted leader in pediatric wellness. When you put a good system in place that makes you discoverable, credible and referable, you transform an undertapped opportunity into predictable practice growth.
Chen Yen is a speaker and founder of Introverted Visionary. Clients include past president of American Chiropractic Association Sports Council, recent president of American Association of Naturopathic Physicians and Chair of American Society of Acupuncturists. Yen’s mission is to wake up the planet and make holistic options mainstream and the first line of care. She can be reached at mentor@fillmyholisticpractice.com or introvertedvisionary.com.
References
- Black LI, et al. Use of yoga, meditation and chiropractors among children aged 4–17 years in the US. National Center for Health Statistics Data Brief. 324. November 2018. https://www.cdc.gov/nchs/data/databriefs/db324-h.pdf. Accessed September 12, 2025.
- Pohlman KA, et al. Comparison of active versus passive surveillance adverse event reporting in a paediatric ambulatory chiropractic care setting: A cluster randomised controlled trial. BMJ Open Quality. 2020;9:e000972. https://bmjopenquality.bmj.com/content/9/4/e000972. Accessed September 12, 2025.
