Should you have your own practice app?

In the above video, Gloria Hall, editor in chief of Chiropractic Economics, interviews Jay Greenstein, DC, about the following article he wrote for issue 13 of the magazine.

Download the video transcript (PDF)

Real talk on ROI, engagement and growth

Let’s cut through the noise. The question, “Should my practice have its own app?” is showing up more and more in my conversations with DCs around the country. And here’s the truth; it’s not about the app. It’s about the outcome.

A mobile practice app is just a tool. But when it’s part of a well-executed strategy, it can transform your patient experience, streamline your operations and drive real revenue. The problem is, too many DCs get caught up in the shiny object, or worse, get talked into a solution that isn’t aligned with their needs.

So today, we’re diving deep into the pros and cons of practice apps; no fluff, just strategic insights that will help you make a smart, future-focused decision.

Let’s start with the “why”

You’ve heard me say it before; Simon Sinek nailed it: Start with why. If you don’t know why you’re getting a practice app, you’ve already lost.

Ask yourself:

• Are you trying to reduce no-shows?
• Do you want better compliance with home exercises?
• Is patient communication breaking down?
• Are you looking to increase your revenue per patient?
• Are your staff members drowning in admin tasks?

If you’re clear on your “why,” you’re ready to evaluate the “how.” And that’s where the right mobile app comes into play.

The big wins of a branded mobile practice app

Patient engagement and adherence: From passive to empowered

Here’s the deal: Engaged patients are better patients. And the data backs it up. In multiple studies app users stuck to their plans more consistently and completed more visits than non-users.^1,2 Why? Because they were activated with behavioral economics in a place they always live…on their phones.

With push notifications, in-app reminders and gamified goal tracking, patients stay accountable. Home exercise programs (HEPs) become interactive instead of printouts that end up under the couch. When patients are seeing progress on their phones, they’re more likely to stick with care; and that means better outcomes and better revenue.

Operational efficiency: Streamlining, not siloing

Let’s talk about the front desk. Automated appointment reminders, rescheduling, digital intake; these are admin tasks that can (and should) be automated. Your staff didn’t sign up for endless phone calls and paper-chasing. They want to help people.

Integrated apps can offload hours of work each week. Syncing with your electronic health record (EHR) or practice management system ensures workflows stay tight and centralized. The result? Less burnout, fewer errors and more time for high-value interactions.

Retention and branding: Keep your clinic top of mind

Your app is a digital handshake. It’s your brand in your patient’s pocket 24/7. Push notifications become engagement nudges. Easy access to value-added services, such as dry needling, cupping or massage therapy keeps patients coming back. Loyalty rewards turn visits into habits.

Retention isn’t about luck; it’s about building systems that keep you relevant between visits. A well-branded app reinforces your practice’s identity and makes every patient feel like they’re part of something bigger.

Revenue generation: Direct and indirect gains

Let’s talk dollars. There are two ways apps can grow your revenue:

Direct: Sell wellness plans, offer virtual consults, promote products and bill for remote therapeutic monitoring (RTM).

Indirect: Boost care-plan adherence, reduce no-shows, improve retention; all of which increase lifetime patient value.

And importantly, RTM isn’t just a billing code. It’s a strategy that lets you get paid for delivering better care outside the clinic.

Now, let’s talk about the challenges

Not everything is sunshine and scalability. There are real barriers here, and you need to understand them before diving in.

Development, setup and maintenance costs

Even white-label practice apps require upfront investment, customization and ongoing support. Expect to pay for updates, integration with your systems and customer support. This isn’t a “buy it and forget it” kind of deal. It’s a business asset, and it needs to be treated like one.

The return on investment (ROI) is there if you activate it with intention. But if you’re not willing to market it to patients or train your staff on it, don’t waste the money.

Patient adoption is not automatic

We’ve all heard it: “My patients don’t want to download another app.” But here’s the truth: Patients don’t want to download another bad app. If the experience is clunky, the value isn’t obvious or it crashes; yeah, they’ll delete it in a heartbeat.

That’s why onboarding and user experience (UX) design matter. You have to demonstrate value in the first 60 seconds. In-app videos, gamification, rewards; those elements increase stickiness and retention.

Team buy-in: The silent dealbreaker

Even the best tool will fail if your team doesn’t buy in. Staff need to see how it makes their lives easier, not harder. Training is essential. So is leadership.

If you roll out a new app without a clear internal strategy, expect resistance. But if you bring your team into the vision, show them the wins and track the metrics, they’ll become your biggest champions.

Data security and compliance

This one’s not negotiable. You’re dealing with protected health information. Your app must be HIPAA-compliant, encrypted and built on secure infrastructure. A data breach can cost more than money; it can tank your brand.

So, vet your vendors. Get the compliance documentation. Make security a core part of your evaluation process.

Questions every DC should ask

Before you go shopping for app vendors or start building your own, stop and reflect on these questions:

• What’s the specific problem I’m trying to solve?
• Is my team equipped and willing to implement this?
• Will my patient demographic respond to this solution?
• Do I have the systems in place to track success metrics?
• Do I have the vision to invest in digital health technology to support, promote and maintain a long-term digital health strategy?

Bottom line: Tech that aligns with strategy wins

Having a practice app isn’t the goal. Creating better outcomes, streamlined systems and sustainable growth is the goal. An app is just one lever in your toolbox. Aligned with purpose and powered by strategy, it can, and will, completely transform your business.

Jay Greenstein, DC, is the founder and CEO of EMBODI, a remote therapeutic monitoring platform for DCs. EMBODI helps improve treatment adherence and outcomes and increase practice income through its proprietary, patented technology. The mission of the company is to be the worldwide digital health leader for chiropractic. Greenstein is also the CEO of the Kaizo Health Group, a multi-location chiropractic practice, fitness company and clinical research institute in the Washington, D.C., region. For more information, contact drjay@kaizo-health.com.

References

1. Greenstein J, et al. Effectiveness of a mobile health app for improving adherence to care plan in patients with musculoskeletal conditions. JMIR Rehabilitation and Assistive Technologies. 2021;8(4):e31213. https://rehab.jmir.org/2021/4/e31213/. Accessed June 18, 2025.

2. Topp R, et al. The effect of a mobile health app on treatment adherence and revenue at physical health clinics: Retrospective record review. JMIR Rehabilitation and Assistive Technologies. 2023;10:e43507. https://doi.org/10.2196/43507. Accessed June 18, 2025.