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.

Topics Covered
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

Final Thoughts
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.

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