Case Study: Increasing Client Acquisition Through Strategic Social Media Storytelling
- Matthew Nichol
- Nov 10
- 2 min read
Client: Well Adjusted Chiropractic
Service Provided: Social Media Content Strategy, Short-Form Video Production & Content Management
Outcome: New client bookings within first month of campaign launch, despite a very small follower base.
Background
Well Adjusted Chiropractic is a wellness-focused chiropractic practice dedicated to helping patients achieve long-term balance, pain relief, and improved mobility. However, like many small local practices, they faced challenges when it came to visibility and online presence. Their social media following was minimal and engagement on posts was nearly non-existent.
The owner knew that customers were searching online for health and wellness providers, but the brand’s digital presence wasn’t reflecting the quality of care being offered.
That’s where we stepped in.
Objective
Our primary goal was simple:
Increase visibility and trust online to drive new consultations and appointments.
No viral trends.
No gimmicks.
No massive ad spend.
Just strategic content with purpose.
Challenges
Small Follower Count:
The account had a small audience, meaning we had to make content that worked even without large reach or algorithm support.
Public Hesitation Toward Chiropractic Care:
Many potential clients fear chiropractic adjustments due to:
Videos online focused on loud cracks
Overly dramatic adjustment reactions
Trend-based content that feels extreme or intimidating
Competitive Messaging:
Other chiropractors in the region were leaning heavily into shock-factor adjustment videos. This created a perception that chiropractic care is fast, aggressive, and sometimes even scary.
Strategy & Approach
1. Audience and Competitive Analysis
We conducted a review of:
Competitor profiles
Viral chiropractic content styles
Comment sections to learn what potential clients were actually concerned about
The insights were clear:
People weren’t afraid of chiropractors
They were afraid of being hurt.
2. Reframing the Narrative
Instead of sensational crack videos, we showcased:
Gentle, thoughtful treatment techniques
Patient comfort and trust
The chiropractor’s depth of knowledge and genuine care
3. Using Humor to Humanize
We created content addressing fears directly—with warmth and wit.
Examples included:
Lighthearted commentary on “the crack fear”
Reactions to trending misconceptions
Educational breakdowns delivered in a relatable tone
This allowed potential clients to feel seen, understood, and safe rather than judged or talked down to.
4. Story-Driven Video Messaging
Short-form videos were delivered consistently with three goals each:
Build trust
Showcase personality
Educate on benefits
No trend-chasing.
No forced virality attempts.
Just clear, trustworthy communication.
Results (Within First 30 Days)
Despite having a small following, the content performed above expected engagement benchmarks because it spoke directly to concerns the audience already had.
Increased post engagement across profiles
Noticeable increase in profile visits and direct messages
New patient bookings directly attributed to the content
Patients shared during consultations:
“I saw your videos and felt like you really cared about explaining things.”
“I was nervous before, but your posts helped me feel more comfortable taking the step.”
This is the impact of relationship-first content.
Conclusion
Well Adjusted Chiropractic didn’t need to shout, shock, or chase trends to win clients.
They needed to:
• Show who they are
• Speak to the real concerns of their audience
• Build trust through consistency and authenticity
And once that happened?
New clients walked through the door—even with fewer than a thousand followers.
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