How Chiropractors Can Build a Referral-Based Chiropractic Practice

In this episode, Jerry Kennedy explores what it takes to build a referral-based chiropractic practice. While many chiropractors say they want more word-of-mouth referrals, most don’t have a clear strategy in place to make it happen. Jerry breaks down the keys to increasing referrals, explains the different types of referral sources, discusses why people refer (and why they don’t), and offers practical tips on building stronger community and professional connections. Whether you’re just getting started or you’re ready to reduce your dependency on paid ads, this episode is packed with clarity and direction.

The Value of a Referral-Based Practice

• Why word-of-mouth marketing is still the most stable and reliable form of growth

• The instability of modern advertising platforms compared to long-term relationships

• Why referrals are the “golden goose” for chiropractors

Keys to Getting More Referrals Jerry outlines core principles every chiropractor should focus on:

• Make referrals normal in your office culture

• Be specific about who you help

• Make referring as easy as possible

• Deliver excellent, trustworthy care

• Build and maintain strong relationships

• Have a long-term plan and stay consistent

• Be the kind of person who also gives reviews and referrals

Types of Referrals Chiropractors Can Get It's not just about patients sending in their friends. Jerry explains:

• Patient Referrals – Direct recommendations from satisfied patients

• Small Business & Professional Referrals – From people who may never become patients but trust you

• Medical Referrals – From MDs, PTs, massage therapists, and other healthcare providers

• Community Referrals – From people who only know your reputation, not you personally

• Digital Referrals – Reviews, shares, and online recommendations that create social proof

Understanding Why People Refer

• They've had a positive or unexpected experience

• They like and trust you

• You asked them to refer

• They’re returning a favor (reciprocity)

• They perceive you as an authority

• You’ve made it easy and clear who you want to help

• They’ve built a relationship with you over time

The Truth About Referral Expectations

• Not everyone refers—and that’s normal

• Trying to force referrals from everyone leads to disappointment

• The goal is to increase your referral percentage, not make it universal

• Focus on clarity, consistency, and communication

Tips for Building Non-Patient Referral Relationships

• Understand that non-patient referrals take longer

• Start with people you already know

• Ask for introductions instead of cold outreach

• Get involved in community and networking groups (BNI, chambers, local events)

• Focus on solving problems, especially for busy professionals

• Stay in touch without being annoying

• Know when to walk away from dead-end connections

Who Should You Be Networking With?

• Your neighbors: anyone near your office, regardless of profession

• People aligned with your niche:

  • Pediatric chiropractors should connect with mom groups and birth professionals

  • Sports chiropractors should connect with coaches, gyms, and athletes

• People in the communities where you want to be known and respected

A referral-based practice doesn’t happen by accident. It requires a deliberate, ongoing effort to build relationships, communicate clearly, and provide consistent value. While it won’t produce instant results, over time it becomes one of the most stable and rewarding ways to grow a chiropractic practice.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join