Digital Marketing

Chiropractic Marketing Through Press Releases

Why Use a Press Release for Your Chiropractic Practice

The “why” of writing a press release is pretty simple: a good press release will attract attention, increase your links on the internet, drive people to your site, and ultimately result in getting of new patients and more income.

“What” is a press release? It is a newspaper article that highlights new products, services or occurrences in chiropractic or in your office specifically. Let the public know what is new and interesting in their field.

When you have a good press release, the news services can and will pick it up and then two things happen:

First, your site will automatically link to those sites. As an independent website, you only have traffic (visitors to your site) that is directly driven by you (your current patients and referrals), and your site will likely not appear on the first page of an internet search. With the help of popular sites that link to you, you are more likely to be seen during a search and to elevate your placement in the listings, such as being higher up in a phone book.

Second, your press release is seen by people on the sites that have used your feeds, and therefore the traffic to your site increases by direct hit; that is, the person who wants the information or service that you have written about in your statement clicks on your link. Also, someone can use your information in another article that will also link you to their site.

How to write a press release

There are ways to make a good press release, that is, ways to make it stand out and get picked up in news sources and used in articles.

Here are some general rules of thumb for writing a good press release. Even if you choose to have a ghostwriter prepare your press release (more in section 3), here are the things to look for:

  • Make sure the topic of the release is newsworthy. A press release is not an advertising venue. What you want to do is relate an important development, cause, event or occurrence that affects your practice, either directly or indirectly.
  • Some examples are: a breakthrough in arthritis treatment, a new holistic use of an herb to control headaches, a new device, an exercise trend, a special educational program, a fitness program, an acupuncturist or intern dietitian, a special event sponsored by you, or a special award received. Think of all the things that will set you apart and focus on your newsworthy aspect; imagine what kinds of things you would take a second look at an article.
  • The point is to make the press release focus on something that is deemed interesting and unique in terms of its newsworthiness. Find a good hook and use it to its fullest potential.
  • First, you will want to write a summary of your press release, one to four sentences long; it is essentially your hook. This is what will appear in the feeds of websites that have requested medical and health news updates or news in a geographic region. Example: “Somewhere, NY women now have an alternative method of relieving back and pelvic stress during pregnancy, as Dr. O. Smith is the first in the area to become certified in this innovative chiropractic technique designed only for pregnant women. “
  • Next, develop an eye-catching and compelling headline. It should immediately attract attention and entice the reader to continue reading the release. Here are the facts: Dr. Smith of Buffalo, NY completes the Webster Technique certification. “Local Certified Webster Physician”. That’s pretty boring and lazy in itself; it says nothing about what it can do for a patient’s family. How about “New help for expectant mothers”? Tell me, what pregnant woman or future father will not read that? Or maybe, “Make mom and baby comfortable during pregnancy.”
  • A subtitle immediately follows the headline. This will help refine what the headline suggests. “The Webster Technique reduces back pain and helps position the baby during delivery.” Now we know what kind of help, and it really is a must read. The patient knows how he can help.
  • Make the first paragraph count. In newspaper writing, the first paragraph should say it all: who, what, when, where, and why. Be specific about the point and grab their attention in that moment. Details and fine points are reserved for the body of the press release. The article continues from the abstract. “The Webster Technique not only helps relieve pain associated with pregnancy, but it also helps restore a woman’s pelvic balance to allow the baby to be placed in the best possible position for delivery. Dr. O. Smith of Somewhere, NY is now uniquely qualified to help area pregnant women. ” All five points have been addressed.
  • The body should be written as if you were writing a newspaper article. The style is called an inverted pyramid, where the most important facts are told first, with details and details listed later in the article. Adverbs and adjectives in excess are for creative poets and writers. Be concise when conveying the highlights of the press release; don’t fill the energy with meaningless statements, jargon, or exaggeration.
  • On the body, use conversational words every day. The press release is not written for your fellow chiropractors, so don’t use office jargon or technical verbiage. Write as if you were talking to a patient.
  • Also use quotes. Testimonials go a long way in promoting your practice. Incorporate them as you talk about the main topic. For example: Joan Smith said: “I am very happy that I do not have to give up my treatments now that I am pregnant.” Get a quote or find a reference from someone you know who uses the same treatment or procedure to add validity and support to your claims. Make sure you get the necessary permits. If you can, use statistics to improve your returns.
  • Use standard format procedures (example below). There are several resources, including the most widely used,, which have very detailed instructions. No capital letters, no sales slogans / jargon, no exclamations.

Leave a Reply

Your email address will not be published. Required fields are marked *