Selling supplements in your chiropractic, nutrition or functional medicine practice can be a win-win to support patient health and bring additional revenue into your practice.
According to a recent survey by the Council for Responsible Nutrition, 75% of US adults use dietary supplements, highlighting the massive demand. Moreover, 39% of DCs offer nutritional counseling and supplements, according to Chiropractic Economics’ annual survey, showcasing the untapped potential for many practices. This article outlines three practical strategies for selling supplements effectively. By applying these approaches, you can provide high-quality, vetted products to your patients, improve clinical outcomes and enhance your practice’s profitability.
Strategy #1. Educate patients about supplements
Patients often feel overwhelmed by the abundance of supplement options available online and in stores. Educating your patients on the benefits of evidence-based supplementation and why professional guidance matters can set your practice apart.
Reach beyond your practice via videos, blogs or talks in the community to keep the benefits and contraindications of supplements top of mind. It is also critical to emphasize to patients the importance of seeking doctor advice and personalized recommendations specific to their health situation. This can lead to bringing into your practice not only people who want to purchase supplements from you but also those who want to become new patients.
Create short videos for your website or social media in which you discuss the benefits of specific supplements, such as omega-3s, vitamin D, magnesium or curcumin, and their roles in improving overall wellness.
Host community workshops or webinars in which you explain why supplements should be tailored to individual needs rather than relying on generic over-the-counter options.
Emphasize the risks of self-prescribing supplements, such as potential interactions with medications and the importance of getting professional advice.
By positioning yourself as an expert, you’re boosting supplement sales and also drawing in more patients who trust your holistic approach. For example: A DC in California reported a 20% increase in new patient appointments after hosting monthly wellness webinars that included a segment on supplements. These webinars attracted prospective patients and also encouraged existing patients to purchase supplements directly from the clinic.
Strategy #2. Offer private labeling when selling supplements
The following are some benefits of selling supplements (private-labeled):
Guarantee the quality and safety of the products you provide
Foster brand loyalty by associating your name with trustworthy, results-driven supplements
Differentiate your practice from competitors who rely on external brands
You could start by offering private labeling of high-demand supplements, such as curcumin (known for its anti-inflammatory properties), omega-3 fatty acids and probiotics. These are widely beneficial for many patients, addressing common issues like inflammation, gut health and overall wellness.
Consider creative ways to promote your private label supplements. For example: A naturopathic physician client of ours holds supplement sales quarterly, about which he gets the word out via email and in the office. He has patients who aren’t receiving current care in his office but who still purchase supplements from him, whether ongoing or through the supplement sales. He also has a membership his patients can purchase which gives them discounts on supplements, assessments and office visits, plus VIP access to him, such as priority appointment scheduling, email access and extended practice hours.
Note: Always check with the regulations of your state, country, profession and insurance agreements before implementing memberships, private labeling or marketing.
Strategy #3. Leverage in-office and online education
Education doesn’t stop after a patient leaves your office. Creating touchpoints in the clinic and online can reinforce the value of supplementation and drive interest.
In-office
Set up a TV screen in your waiting room to play educational videos about the supplements you carry. Alternate with videos that include you explaining the supplements, plus other videos that are just slides of silent text to keep people with different preferences for listening and viewing engaged.
Display brochures, posters or handouts about each supplement in the waiting room or in plastic racks on the walls. Many supplement companies offer pre-designed educational materials you can use to save time.
Discuss supplements during appointments, providing personalized recommendations based on patients’ health goals and conditions.
Online
Send out monthly educational emails about specific supplements or common patient concerns, such as joint pain, immunity or stress management.
Consider short-form content, such as IG Reels or YouTube Shorts, to explain quick benefits of popular supplements. For example, “Three reasons why magnesium could help you sleep better tonight.”
By combining in-office resources with online outreach, you create a seamless educational journey that keeps patients engaged and informed.
Final thoughts
Selling supplements in your practice isn’t just about increasing revenue; it’s about aligning your services with your mission to provide patient-centered, holistic care. Whether you choose to start small with one strategy or implement all three, the key is to continue to educate more people.
Ultimately, patients want to feel supported and confident in their health decisions. By becoming a trusted resource for supplements, you’re not only differentiating your practice but also creating deeper, longer-lasting patient relationships. Offering supplements can also serve as a doorway through which new patients may benefit from your expertise and care.
CHEN YEN is a practice accelerator mentor, speaker and founder of Introverted Visionary, which helps introverted visionary holistic health practitioners accelerate growth to fulfilling six- to seven-figure practices, without having to do it the exhausting extroverted way. Clients include a past president of the American Chiropractic Association Sports Council, a recent president of the American Association of Naturopathic Physicians and a chair of the 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.
