How do you alter consumer perception around chiropractic practices belonging in the primary care market? How do you measure it?
The Challenge
Shift how Albertans see chiropractic care, moving from last-resort reactive pain relief to preventative, regular muscle & joint treatment. With zero visibility into clinical conversion rates, AB Chiro had no way to know whether any campaigns were working.
The Insight
People fear losing mobility as they age. The research also revealed that more than half of Canadians struggle to stay active as they get older, creating real fears about dependence, about aging, about being left behind.
The Idea
Move Well. Age Well. See a Chiropractor.
Watch
The Work
Deep research illuminated a clear primary target within 5 audience segments: households with income over $110K, age 45 and older. Working with our digital partners, we built a location-based measurement system that tracked first-time clinic visits. A full-funnel program met the audience before they'd ever considered a chiropractor: broadcast and out-of-home for reach, a multi-platform social presence, two microsites A/B testing emotional against evidence-based messaging, and solution-led paid search aimed at the symptom instead of the category.
The Result
For the first time, the CAA could watch their campaigns working, turning impressions into first visits.
- Display ads: click-through rates 3–7x above industry average.
- Paid search conversion rate: 12%+ — 2–3x industry benchmarks.
- Conversions driven by broad solution-oriented keywords, not just branded search.
- Half a million website impressions in three months.
