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
