Chiropractic Pt Marketing Kit

SKILL.md

# Chiropractic & Physical Therapy Practice Marketing Kit

**Version:** 1.0  
**Category:** Local Business Marketing / Healthcare  
**Compliance:** HIPAA | FTC 2023 | ACA Ethics | APTA Ethics | State Board Advertising Rules  
**Price:** $29 one-time  
**DFY Rate:** $129/practice kit

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## What This Skill Does

Generates a complete, compliance-safe marketing system for chiropractic and physical therapy practices — new patient acquisition, patient communication and retention, specialty/niche marketing, and a 30-day content calendar. Every output enforces HIPAA privacy rules, FTC testimonial guidelines, ACA (American Chiropractic Association) and APTA (American Physical Therapy Association) advertising ethics, and state board rules that generic AI tools routinely violate.

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## Who This Is For

- Chiropractors (solo, group, multi-location)
- Physical therapists and PT clinics
- Sports medicine clinics
- Occupational therapists
- Rehab centers
- Personal injury (PI) referral practices
- Concierge cash-pay practices
- Practices at any stage: pre-launch, growth, plateau-breaking

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## The 4 Prompts

### Prompt 1 — New Patient Acquisition Campaign (FREE TIER)
**What it generates:**
- Grand opening / new-location email to community list (350–450 words)
- Google Business Profile optimization (business description 750 chars, 5 service descriptions, 3 Q&As with structured answer format)
- Facebook/Instagram ad set (2 new patient offer variants: free consultation + 3 paid variants — all with FTC disclaimer language for health claims)
- Google Search RSA (3 headlines 30-char max, 2 descriptions 90-char max, health claim guardrails)
- Nextdoor neighborhood intro post (500–700 chars, neighbor-tone, no clinical superiority claims)
- Personal injury / auto accident referral outreach letter to 3 attorney types (PI, workers' comp, auto defense)
- Google Review request sequence (3-touch: in-office verbal script + text + email, HIPAA-safe — no condition/treatment reference)

**Compliance enforced:**
- FTC health claims: no "cure," "eliminate," "guaranteed relief" — outcome language softened to "may help," "designed to support," "many patients report"
- HIPAA: all patient communication templates use first name only, no diagnosis, no treatment detail in subject lines
- State board: no "best," "most effective," "leading" superlatives without substantiation
- ACA/APTA: no claim of superiority over medical doctors; no anti-medication language in ad copy

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### Prompt 2 — Patient Communication & Retention System
**What it generates:**
- New patient welcome sequence (5 emails): appointment confirmation → intake prep → first-visit follow-up → care plan check-in → milestone celebration
- Reactivation campaign for lapsed patients (3-touch: 6-month lapse email + phone script + 12-month final attempt)
- Front desk objection scripts (5 objections, word-for-word with redirect):
  1. "I don't have insurance coverage" → cash-pay option, payment plan framing
  2. "I need a referral from my doctor first" → direct access laws, when referral is/isn't required
  3. "I've tried chiropractic/PT before and it didn't work" → empathy + differentiation framework
  4. "I just need some exercises I can do at home" → scope clarification + home program partnership offer
  5. "My pain is mostly gone, I think I'm fine" → maintenance care value framing, discharge vs. wellness plan
- Appointment reminder system (48-hr email + 2-hr text, HIPAA-safe — no condition named)
- Birthday/wellness check-in (automated touchpoint, opt-in language compliant)
- End-of-care transition script: clinical discharge → wellness/maintenance → self-pay options

**HIPAA compliance layer:**
- Email subject lines: NEVER include diagnosis, body part, treatment type, or insurance status
- Phone scripts: verification protocol before discussing any clinical information
- Text messages: 160-char limit, appointment info only, STOP opt-out required

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### Prompt 3 — Specialty & Niche Marketing
**What it generates (choose your specialty focus):**

**Auto Accident / Personal Injury:**
- PI attorney referral one-pager (value proposition, documentation process, case communication protocol)
- "What to do after a car accident" patient education page (SEO-optimized, 800 words)
- Auto injury intake email for new patients referred by attorneys (HIPAA + lien authorization language)
- 3 social posts on auto injury recovery (educational, no settlement/legal advice)

**Sports Performance / Athletic Recovery:**
- Sports team partnership pitch letter (youth leagues, adult rec leagues, local gyms)
- Athlete testimonial framework (FTC-compliant: results disclosed as individual, typical disclaimer)
- Pre/post event treatment campaign (marathon, tournament, competition season)
- Sports medicine content series: 4 Instagram carousels on injury prevention (sport-specific)

**Prenatal / Pediatric / Family:**
- Prenatal chiropractic/PT service page (500 words, ACOG-aligned safety language)
- Pediatric intro for parents (FAQ format: age-appropriate care, ICPA research references)
- Family wellness package framing (not "treatment plan" — wellness positioning)

**Workplace / Ergonomics / Corporate:**
- Corporate wellness pitch deck one-pager (HR-targeted, ROI framing: absenteeism, workers' comp)
- Ergonomic assessment offer campaign (remote workers, office parks, warehouses)
- Workers' comp intake process explainer (employer-facing and employee-facing versions)

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### Prompt 4 — 30-Day Social Calendar + Newsletter + Google Posts
**What it generates:**
- 30-day social media calendar:
  - 4 educational posts (anatomy tips, injury prevention, exercise demos)
  - 4 patient education posts (FAQs, myth-busting, what to expect)
  - 4 social proof posts (FTC-compliant: aggregate outcomes, testimonial framework)
  - 3 community/culture posts (team intro, local partnership, behind the scenes)
  - 3 promotional posts (new patient offer, seasonal campaign, referral program)
  - 4 platform-specific formats: Instagram Reel hook scripts (3), LinkedIn articles (2), Facebook event posts (2), TikTok concept outlines (2)
- Monthly patient newsletter template (600–800 words: health tip, practice news, community spotlight, seasonal wellness angle, referral ask — HIPAA compliant throughout)
- 4 Google Business Profile Posts (300 chars each, keyword-rich, call-to-action compliant)
- Patient education blog post (800–1,000 words, 1 target keyword, FAQ schema markup JSON-LD)
- Referral program announcement: internal (patient-facing) and external (physician/attorney referral program)

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## Compliance Reference

| Rule | Source | What It Means for Marketing |
|------|--------|----------------------------|
| HIPAA Privacy Rule | 45 CFR §164 | No PHI in marketing without written authorization; email/text must not include diagnosis or treatment |
| FTC Health Claims | FTC Act §5 | Testimonials must disclose if results are not typical; no absolute cure claims |
| ACA Code of Ethics | Section B | No comparative superiority claims without substantiation; no disparagement of other providers |
| APTA Code of Ethics | Principle 5 | Truthful advertising; no claims that exceed scope of physical therapy practice |
| State Board Rules | Varies by state | NV: NAC 634 prohibits "best," "leading," "most effective" without substantiation |
| CAN-SPAM | 15 U.S.C. §7701 | Unsubscribe in all commercial email; physical address required |
| TCPA | 47 U.S.C. §227 | Prior written consent for marketing texts; STOP opt-out in every SMS |

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## Pricing & DFY Tiers

| Tier | Price | What's Included |
|------|-------|-----------------|
| Self-service (ClawHub) | $29 one-time | All 4 prompts + compliance guide |
| DFY Basic | $79 | Prompts 1-2 run for your practice |
| DFY Standard | $129 | All 4 prompts + Google/Facebook ad copy ready to launch |
| DFY Premium | $197 | Full kit + 30-day calendar formatted in Canva/Notion |
| Agency License | $497 | Run for up to 10 client practices, white-label rights |

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## Bundle Recommendations

- **PI/Legal Stack:** Chiropractic (#109) + Law Firm (#99) + RFP Response (#82) — serve both sides of a PI case
- **Healthcare Vertical:** Chiropractic (#109) + Healthcare (#98) + Dental (#105) + Mental Health (#106) + Veterinary (#107)
- **Local Business Stack:** Chiropractic (#109) + GBP Optimizer (#94) + SMS Marketing (#73) + Ad Copy (#15)
- **Referral Network Stack:** Chiropractic (#109) + Home Services (#97) + Real Estate Agent (#108) — all trade patient/client referrals

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*Built by Max | ClawHub Skill #109 | April 2026*