In every thriving chiropractic office, success doesn’t start at the first adjustment—it begins long before that. It starts when a potential patient first sees your name, hears your story, or connects with your mission. This is the Attraction pillar, the vital first step in the Patient Lifecycle, and it’s more than just marketing—it’s magnetic.
What Is Attraction?
At its core, Attraction is visibility. It’s how you show up in the world, online and offline, and how you begin building trust before a patient even walks through your doors. It’s the energy you carry, the message you share, and the certainty you radiate as a practitioner.
In CLA’s Patient Lifecycle model, Attraction isn’t about gimmicks—it’s about positioning your practice as a place of clarity, care, and confidence. Every word you say, post you share, and hand you shake reinforces your identity and purpose as a chiropractor who’s here to make a difference.
Why It Matters More Than Ever
Let’s face it: patients have more choices than ever. The market is noisy, attention is fleeting, and health information is abundant—sometimes overwhelming. Attraction is what cuts through that clutter. It helps the right people find you—not just any chiropractor, but the one who speaks their language and understands their needs.
And here’s the kicker: your technology speaks volumes. INSiGHT scanning systems immediately set you apart. They show that you’re committed to precision, transparency, and neuro-focused care. This isn’t just a piece of equipment—it’s your “real reason to believe” for patients who are seeking more than symptom relief.
The Power of Positioning
If you want to build a resilient practice, Attraction can’t be accidental—it has to be intentional. So, let’s talk strategy.
1. Clarity Over Cleverness
Don’t get lost trying to “market like a pro.” Speak directly and authentically. Show families how your practice helps kids sleep better, athletes recover faster, or parents reduce stress. Keep the message simple, visual, and aligned with what your community truly cares about.
2. Leverage the INSiGHT Difference
The INSiGHT isn’t just a diagnostic tool—it’s a conversation starter. Use it to showcase the unseen story of the nervous system. People are drawn to stories that make the invisible visible, and INSiGHT reports do exactly that. Show how you go beyond the spine to focus on function, resilience, and long-term well-being.
3. Build Community Relationships
Get out from behind the desk. Walk your neighborhood, connect with local business owners, attend community events, and collaborate with family-focused organizations. Attraction is fueled by human connection, not just digital campaigns.
4. Amplify Through Content
Hire a photographer for an office tour, create simple video explainers about how scanning works, or use CLA’s social media templates to stay active and consistent. Don’t underestimate the power of a well-placed Instagram reel or a 60-second scan highlight to spark curiosity.
