Chiropractic and physical therapy marketing with video
Chiropractic and physical therapy marketing with video works when it shows a new patient exactly what a first visit looks like (the assessment, hands-on treatment, the exercises), says how soon they can be seen, and stays clear of cure claims. A 20-second vertical ad for Facebook and Instagram and a 60-second "what to expect" video on your website cover most of what new patients want to know. One fact to put in front of them: in the US, patients can see a physical therapist without a physician referral in all 50 states and Washington, DC, according to the American Physical Therapy Association (some states limit visits or time before a referral is needed). Below are 6 videos worth making, the claims to avoid, what to film, and a real 20-second clinic ad made from 11 treatment-room clips.
11 clips of assessments and hands-on treatment became a 20-second ad for a physical therapy and chiropractic clinic. Sped up. Phone-size version.
6 videos new patients look for
| Video | Length | What it shows |
|---|---|---|
| The clinic ad | 15–20 s | Assessment, hands-on treatment, same-week appointments, how to book |
| Your first visit | 60 s | Intake, the assessment, the first treatment, a home program |
| Meet the clinician | 30–45 s | Each therapist or chiropractor, their training and approach |
| One exercise | 30–60 s | A simple stretch for a common problem (desk neck, runner's knee), with a "see a professional if…" note |
| Insurance and booking | 20–30 s | Which plans you take, direct access, how to book |
| Patient story | 30–60 s | A patient in their own words, with written authorization, no outcome promises |
"One exercise" videos are the ones people search and share; the clinic ad is the one that books.
Claims to avoid
- No cure or guaranteed pain relief. The FTC has taken action against health claims that aren't backed by competent and reliable scientific evidence. Describe what you do ("one-on-one sessions", "a home exercise plan"), not results.
- Testimonials must be typical and honest, and patients need to give written authorization (HIPAA applies to clinics that bill insurance).
- Be careful with conditions in ads. Meta removed detailed health-based targeting in 2022, and ads that imply you know a viewer's condition ("Your back pain…") tend to be rejected.
- Insurance claims must be accurate. "Most insurance accepted" only if it's true for your area.
What to film (one morning)
- The assessment: checking posture, range of motion, a conversation.
- Hands-on treatment: back, neck, shoulders, calm and professional.
- Kinesiology taping or a device, close in.
- Exercises: the patient doing a guided movement, the therapist coaching.
- The patient relaxed or smiling at the end.
- The space: treatment tables, the gym area, reception.
Use staff or consenting patients, film in good light, 5–10 seconds per shot. Keep it clinical but warm: towels, clean tables, no clutter.
The example: a 20-second clinic ad
We uploaded 11 clips of a treatment room (a posture assessment, hands-on back and shoulder work, kinesiology taping, a patient relaxing) to Novacut. The clinic name and website are made up. We wrote:
Make a 20-second vertical video ad for Instagram Reels and Facebook for our physical therapy and chiropractic clinic, Align Physical Therapy. Open on the therapist checking a patient's posture with the text "Back to what you love" in the first two seconds. Then show the assessment, hands-on treatment of the back and shoulders, kinesiology taping, and the patient relaxing after the session, with calm, positive instrumental music. Add short captions: "One-on-one sessions", "Same-week appointments". End on a card: "Align Physical Therapy" with "Book your first visit · alignpt.clinic" underneath. Don't claim to cure anything or promise pain relief. Give every horizontal shot its own crop on the people or the product so it fills the 9:16 frame with no black bars, and keep all text large, inside the middle of the frame, clear of the top 15% and the bottom 35% where the app buttons sit.
Novacut opened on the therapist checking a standing patient's posture under the first line, then the assessment under "One-on-one sessions", hands-on work on the back, neck and shoulder treatment under "Same-week appointments", kinesiology taping, and the patient resting, with the booking card over a darkened treatment room, all to a gentle acoustic library track. It cropped each horizontal clip on the people or the tape, kept the copy free of cure or pain-relief claims, and said plainly that it had matched clips to shots by eye, so the cut was worth one watch-through before publishing. That's good advice for any clinic ad.
Running a clinic ad
- Target a short drive around the clinic. Patients come weekly; distance matters.
- Point to booking, not your homepage, ideally with the first available appointment.
- Mention direct access where it applies in your state: many people don't know they can book a PT without a referral.
- Give it a week. Meta's delivery needs about 50 results in 7 days. Reels ad specs →
The same approach works for medical practices and med spas.
Mistakes to avoid
- Cure claims ("Fix your back in 3 visits").
- Dramatic adjustment sounds and cracks as the hook. They get views, but they also put off nervous first-timers and attract the wrong audience.
- Stock footage of strangers. Show your clinicians.
- No booking link on the last frame.
- Patients on camera without written authorization.
FAQ
What videos should a chiropractor or physical therapist post?
A 15–20 second clinic ad, a "your first visit" video, clinician introductions, short exercise videos for common problems, and an insurance-and-booking video. Add patient stories only with written authorization and without outcome promises.
Can I advertise that physical therapy relieves pain?
Avoid promising results. Describe your approach and what a visit includes. Health claims in ads need solid evidence, and individual results vary.
Do patients need a referral to see a physical therapist?
Not in most cases: according to the APTA, all 50 states and DC allow some form of direct access, though some states limit the number of visits or days before a referral is required.
How long should a clinic video ad be?
15–20 seconds for Reels and Stories, 30 seconds for Facebook feed and YouTube, and 60 seconds or more for "first visit" and exercise videos.
Do I need professional video for a clinic?
No. A phone, good light and staff or consenting patients are enough. The editing (pacing, captions, the booking card) does the rest.
Sources: APTA, state of direct access to physical therapist services (2025); FTC, health products compliance guidance. Checked November 2026.
Footage: Yan Krukau on Pexels (Pexels License). The clinic is fictional; the people shown don't endorse Novacut.