If you’re a Chiropractor looking to grow your online presence, one of the most important assets you can create for your practice is a professional library of photos and videos. In today’s world, content is king. Your visuals speak volumes about who you are, how you serve your community, and the experience patients can expect when they walk through your doors.
That’s why I want to introduce you to a concept we use all the time here at CHIROBASIX called the Media Day. It’s hands-down one of the best ways to generate powerful marketing material that will fuel your website, your social media, your email campaigns, and your ads for months (even years) to come.
What is a Chiropractic Practice Media Day?
A Media Day is a scheduled time block (usually around 3 hours) where you capture all your key marketing visuals in one go. We’re talking professional headshots, action shots of you working with patients, real estate photos of your office, and a library of videos including B-roll, treatment clips, educational content, and testimonials.
Done right, your Media Day becomes the foundation of your marketing engine.
Why a Media Day Matters
- First Impressions Matter: People judge your practice based on what they see online. If your images and videos look polished and professional, it sends a clear message that your care is also high-quality.
- Visuals Build Trust: High-quality content positions you as the expert. When patients see you in action, hear your voice, and feel your presence through visuals, they naturally build more trust in your practice.
- Consistency Across Channels: Use the same assets across your chiropractic website, emails, ads, and social media. This consistent branding builds recognition and keeps your practice top of mind.
- Saves Time: Rather than scrambling to capture content ad hoc, you knock it all out at once. One good media day can give you months’ worth of usable marketing material.
Step 1: Book a Photographer/Videographer
Yes, you can DIY this with your phone—and honestly, phone cameras are amazing these days. But if you really want that professional polish, hire someone local. Look at portfolios on Instagram or their website and make sure they do both photo and video.
Schedule a 3-hour block and let them know you’ll be capturing:
- Headshots of you and your staff so patients can get to know your faces.
- Office photos that showcase the atmosphere of your clinic.
- Action photos with model patients that show real interaction.
- Videos including B-roll, treatment clips, chiropractic educational content, and testimonials.
Step 2: Plan Your Patient Models
You’ll need people to pose as chiropractic patients during your shoot. These can be actual patients, friends, or family members. The key is diversity:
- Mix of ages: Include kids, adults, and seniors to reflect the wide range of patients you serve.
- Ethnic diversity: Represent your broader community to create an inclusive and relatable brand.
- Representation of your target audience: If you treat athletes, families, or office workers, make sure your content reflects that.
Make sure your models sign a media release form and remind them to smile. Smiling makes everything look more inviting and boosts the energy of your content.
Step 3: Prepare Your Wardrobe and Chiropractic Office
Getting your practice’s office space and attire ready is crucial. You want to:
- Dress how you normally dress when treating patients. Authenticity matters—patients want to see what they’ll actually experience.
- Scrubs? Wear scrubs. Polo and khakis? Rock that. Keep it real and consistent with your day-to-day.
- Clean and stage your office like you’re selling it. Tidy up, turn on all lights, and make sure everything looks clean and organized.
- Make sure lights are on, surfaces are tidy, and equipment is neatly arranged. A well-lit, clutter-free space makes your office look inviting and professional.
The 3 Types of Chiropractic Photos to Capture
- Professional Headshots
These are your standard portraits. Capture clean, professional images of you and your team. They help establish credibility and are great for bios, website profiles, and email footers. - Office Real Estate Shots
Think of this as a virtual tour. Highlight the waiting area, treatment rooms, and any unique features. It helps future patients feel comfortable by giving them a sense of the space before they even arrive. - Action Shots
These are the heart and soul of your visual library. Show yourself adjusting patients, consulting with them, and going over x-rays. It’s this kind of content that builds trust and showcases what a visit to your clinic is really like.
Action shots are arguably the most valuable type of photo you can capture on Media Day. Why? Because they’re dynamic. They tell a story. They show real people engaged in real moments inside your clinic. When a potential patient sees you actively delivering care—smiling, focused, and hands-on—it creates a powerful sense of connection. They’re able to visualize themselves in that moment. They start to feel like your patient before they’ve even made an appointment.
In our experience at CHIROBASIX, action shots consistently perform the best across all marketing platforms. Whether it’s your homepage banner, a social media carousel, a blog post header, or a Facebook ad, the image that gets the most attention is almost always an action shot of the doctor working with a patient. These images are magnetic. They draw the eye and naturally evoke curiosity.
Plus, they’re incredibly versatile. You can use them in your website galleries, in educational blog content, in flyers, posters, brochures, email headers, and more. They make great thumbnails for videos, compelling visuals for your chiropractic service pages, and personalized elements for your About page. A great action photo doesn’t just add visual interest—it builds trust, reduces skepticism, and encourages someone to reach out.
That’s why we encourage you to go heavy on action shots during your Media Day. Capture every type of chiropractic adjustment or treatment you do. Show your process from the patient’s perspective. Smile. Interact. Engage. This is your chance to build a library of photos that truly tell your story and position you as the local expert and go-to chiropractor in your community.
The 4 Types of Chiropractic Videos to Capture
1. General B-Roll Footage
This footage shows your practice in action without any scripted talking. It’s perfect for adding motion to your videos or social media reels. Think of it as the “background footage” that makes everything feel more dynamic.
2. Chiropractic Treatment Clips
Quick 10-20 second clips of you performing actual treatments are incredibly powerful marketing assets. These short video snippets provide a window into the experience of care at your practice. They show you in action, working with patients, using various treatment techniques, and creating a warm, approachable environment. These clips not only highlight your skills and professionalism but also help build familiarity and trust.
From a patient perspective, chiropractic care can feel mysterious or intimidating, especially for those who have never seen a chiropractor before. These treatment clips allow you to peel back that curtain. Potential patients get to see exactly what happens during an adjustment. They see that it’s safe, comfortable, and that the people in your care are relaxed and even smiling. This visual reassurance helps eliminate the fear or skepticism that might be holding someone back from scheduling their first visit.
In your Media Day, you should aim to record as many of these clips as possible from a wide variety of angles, on a diverse set of patients, and with different types of adjustments. Showcase cervical adjustments, lumbar work, shoulder mobility, postural assessments—everything you do on a daily basis. These clips can later be used in montage highlight reels, social media reels, educational videos, and more.
We often splice these treatment clips with B-roll footage to create content that’s engaging and informative. You can also embed them into your blog posts, service pages, and email campaigns to elevate your content and support your message with authentic visuals. They’re also great as silent looping videos in your office or at community outreach events. Ultimately, these treatment clips help you meet patients where they are—curious, cautious, and looking for reassurance—and turn that curiosity into confidence.
3. Chiropractic Educational Videos
These short-form videos establish you as the go-to expert in your community. Each one should be 60-120 seconds and follow a structure:
- Intro: Briefly say who you are and what symptom you’re addressing.
- Explanation: Educate the viewer on what causes this issue.
- Tips: Give some take-home advice.
- Treatment: Explain how you help in-office.
- Call to Action: Invite them to call or schedule an appointment.
These videos work great on social media, your website, and even in follow-up messages to patients. These clips also work incredibly well for promotion. They’re short, digestible, and attention-grabbing—which makes them perfect for social media platforms like Instagram, Facebook, and even YouTube Shorts. In a digital world with short attention spans, having 10-20 second clips of real chiropractic adjustments being performed is exactly the kind of high-engagement content that stops the scroll.
When people see a dynamic treatment clip of you helping someone with an adjustment, it sparks curiosity. They’re not just watching a video—they’re witnessing transformation in action. That engagement translates to more views, more shares, and more interest in your practice. Especially when edited together with upbeat music or captions, these clips make fantastic reels that drive visibility and brand recognition.
They also give you more flexibility in repurposing your content. You can turn them into standalone posts, include them in paid ads, use them in retargeting campaigns, or embed them on key landing pages of your website. They create a sense of activity and credibility that static images alone can’t match. Plus, you can easily pair them with patient testimonials or overlay them with text to tell a quick story about what makes your care unique.
If you really want to make your promotions pop, consider combining treatment clips with a short educational voiceover. Now you’re not just showing what you do—you’re teaching, providing value, and building your brand authority in one polished piece of content. Treatment clips are truly one of the most versatile and impactful assets you can generate on Media Day.
4. Chiropractic Patient Testimonial Videos
This is your social proof powerhouse. Ask your best patients to talk about their experience with your care. Keep it short and let them speak from the heart. Use a list of structured questions off-camera and trim the footage to feature just the patient’s responses.
Here are some example questions you can ask to guide the conversation:
- What issue or condition brought you into our office initially?
- How long were you dealing with this issue before seeking chiropractic care?
- What other treatments or providers did you try before coming here?
- What was your experience like during your first visit to our office?
- How has your condition improved since beginning care with us?
- What changes have you noticed in your day-to-day life?
- What has surprised you most about chiropractic care?
- How would you describe your overall experience with our team?
- Would you recommend our office to others? If so, why?
- Is there anything else you’d like to share with someone who might be considering chiropractic care?
These questions help patients tell their stories in a compelling, structured way. You don’t have to ask them all and you can change it up based on how they are doing at answering the questions. The key is to get them talking in full sentences so the edited footage flows naturally and authentically.
Pro Tips for Chiropractic Video Content
- Record everything in horizontal (landscape) orientation. This gives you more flexibility for editing across platforms.
- Smile. Energy matters! Positive vibes are contagious and make your content more engaging.
- Use good lighting. Natural light is best, but make sure the room is bright and clean.
- Be natural and conversational. Don’t overthink it. Talk like you would to a patient in your office.
How to Use This Content
Once your media day is complete, you should have a robust content library filled with high-quality visuals and videos that authentically showcase your practice. This is where the magic happens. With this content in hand, you now have the creative fuel to power all your digital marketing efforts with ease. No more scrambling for a last-minute photo or trying to remember to take a video during a busy clinic day. This media bank will allow you to stay consistent, professional, and highly visible online. Here’s how you can use it:
- Website: Visuals break up text and make your website feel more professional and trustworthy. Place photos and videos strategically on service pages, about pages, and blogs.
- Social Media: Keep your audience engaged with weekly posts that mix photos and short video clips. Show behind-the-scenes action, staff highlights, and educational content.
- Email Campaigns: Embed educational or testimonial videos in your email blasts. This helps nurture leads and keep patients informed.
- Advertising: Use high-quality visuals in your Facebook and Google ads. Action shots and testimonial clips can dramatically increase click-through and conversion rates.
- Blog Articles: Add photos and videos to enrich your blog content. This helps with user engagement and SEO.
- Text Message Follow-Ups: Send a relevant educational video to new patients after their first visit. It personalizes their experience and reinforces your expertise.
Get the Free Media Day Checklist for Chiropractors
Want the full shot list, model release form, sample scripts, video frameworks, and everything we covered here?
We built a step-by-step Media Day Checklist to help Chiropractors like you run a flawless shoot and build an incredible marketing library.
🎯 Download the free checklist here:
https://chirobasix.com/lp/media-day-checklist/
Trust me, this is one resource you’re going to want to keep in your back pocket for years to come.
If you need help planning your Media Day or want a team to handle the marketing side of things for you, we’re here for you. Shoot us a message and let’s get your practice set up for massive visibility and success.
