Before you think “I hate filming this stuff,” hear us out.
These short clips are the most powerful part of your ad not because they show a technique, but because they show real people.
What this builds is called social proof, the emotional proof that your care works and that your patients feel safe and connected with you. It also signals that other people already trust and choose you, which is one of the strongest motivators for new patients.
In marketing, testimonials are the gold standard for social proof. But since you can’t use direct testimonials in chiropractic advertising, the next best thing is patient walkthrough footage.
These clips act as visual testimonials. When someone sees you interacting naturally with a patient, even without hearing a word, they instantly pick up on the trust between you and the patient, the relaxed, professional energy in your space, and the proof that real people choose you.
The point isn’t to be perfect on camera. It’s to help future patients feel that your clinic is a place people genuinely trust with their health.
When filming patient footage it’s easy to just grab whoever says yes and start recording. But the goal here isn’t to just fill space, it’s to show off your brand and more importantly, who you help.
If you know your ideal patient avatar, this is your chance to bring them to life on camera. Choose patients who represent your brand values, energy, and results. When someone watches your ad, they should subconsciously think people like me go there.
That’s what great social proof does. It doesn’t just show people you get results, it shows them who those results are for.
Each month when you’re filming ads, you’ll need two patient walkthroughs. When a patient agrees to help, ask them to bring a spare shirt or jumper and record them twice. Small wardrobe changes make it look like two different sessions.
Store one set for later and you’ll have ready-to-use footage for a later ad drop. This will reduce the amount of patients you will need to ask to record from 24 to 12 for the entire year.
To make your footage look professional and consistent, follow a simple structure that mirrors your patient journey. Think of it as telling a story, from the moment your patient walks in for their new patient exam, to their consultation, assessment, and first adjustment.
Each section below has a checklist of specific shots to capture. The goal is to make your clinic look natural, caring, and trustworthy while showing the process a patient experiences with you.
1. Consultation
Capture moments that show connection and communication. Think face-to-face conversations, reviewing health history, and pointing to posture charts. Focus on gestures that show empathy and trust, nodding, listening, and making eye contact.
2. Tests & Assessment