Dr Gian | Hibiscus Chiropractic

This chiropractic marketing case study breaks down how Dr. Gian — owner of Hibiscus Chiropractic — broke free from faceless agency ads, stepped in front of the camera, and rebuilt his entire marketing system around clarity, ownership, and presence.

If you’ve ever relied on white-label ads and felt invisible in your own business…

This one hits hard.

🤝 The Chiropractor Who Stopped Being Invisible and Became the Face of His Practice

The Moment Everything Shifted

For years, Gian did what most chiropractors do:

• White-label agency ads

• Adjustment compilations

• Generic social posts

• A VA keeping the feed “active”

The problem?

None of it featured him.

He wasn’t the face.

He wasn’t the voice.

He wasn’t even present.

He watched costs rise, performance drop, and lead quality decline — while ads featuring other chiropractors went out under his name.

Then he saw Dr. Wayne’s transformation.

Authentic, personal, message-driven ads. Raw. Human. Effective.

And he realised:

“If I don’t show up online, someone else will do it for me — and it won’t be me.”

That was the moment everything changed.

Let’s Rewind — A Successful NZ Chiropractor Missing One Skillset

Gian wasn’t struggling clinically.

He wasn’t struggling operationally.

He’d built multiple successful clinics.

But his marketing was stuck in an old era — and he knew it.

• He hated being on camera

• He’d never made short-form video

• He didn’t see himself as a “social media guy”

• His ads were faceless

• His content was replaceable

• His online presence didn’t match his real-world reputation

He wasn’t losing because he was bad at marketing.

He was losing because he wasn’t there.

The Underlying Problem — He Wasn’t the Face of His Practice

White-label ads created the illusion of marketing.

But they robbed him of:

• Identity

• Connection

• Trust

• Differentiation

His belief was simple:

“As long as the ads run, we’re good.”

But the reality was:

People don’t choose chiropractors. They choose a chiropractor. And he wasn’t showing up as one.

Chiropractic Marketing Ad - Nick Stiffness Angle

Gian’s Turning Point — Taking Back Control

Instead of sitting back, Gian jumped in headfirst.

He:

✔ Grabbed the 5 monthly Ad Drop scripts

✔ Rewrote them in his voice

✔ Filmed 5 short-form video ads

✔ Launched them with confidence

✔ Let the market meet the real “him”

Within days?

His lead cost dropped by $50.

And that was just the beginning.

What We Built Together

To turn marketing from guesswork into a system, we installed:

1. 5 Monthly Video Ads

A creative pipeline that keeps ads fresh every 30 days.

2. The Pracdev App (CRM)

Pipelines, tracking, data, and organisation — no more spreadsheets.

3. Full SMS + Email Nurture

10-Day Nurture, follow-ups, automations, lead warming.

4. Monthly Creation Rhythm

A repeatable cycle:

Script → Film → Edit → Launch → Track → Refresh

5. Presentation Skills

Gian evolved from camera-shy to natural:

Talking head, voiceovers, even voiceless action-style ads.

6. The 5 Levels

A system that makes growth predictable — not dependent on ad volatility.

Fb Ad For New Patients - Visual Hook Ad Including Adjustments

Gian’s Wins 💪

Tangible Results

• Lead costs cut by $50

• CPL as low as $5 per lead

• 25 new video ads created in the last 5 months

• Ad performance strong enough that he had to turn ad spend down

• Stable, predictable NP flow

• Installed CRM + SMS + email + nurture systems

• Monthly marketing rhythm established

Intangible Results

• Confident on camera

• Comfortable expressing personality

• Strong presence and clear message

• Trust rebuilt with his community

• No longer dependent on agencies

• Identity shift from “behind the scenes” to the face of the practice

Meta Ad For Chiropractic Practices - Nervous System Angle

The Identity Shift — Marketing Is His Job Now

Gian now believes:

“I am the face of my practice — and the message starts with me.”

He understands:

• Facebook ads are a creative game

• Volatility is normal

• CPL doesn’t matter without CAC

• LTV/CAC is the real scoreboard

• Evergreen systems beat reactive marketing

• Consistency compounds

• Marketing is a skill, not a mystery

His future growth is no longer left to agencies, randomness, or hope.

He owns it now.

👋 Want the Same Transformation? Join The 28 Day Ad Reset

Build the same system Gian used to rebuild his identity, improve his lead costs, and become the face of his practice.

Get 5 new chiropractic ads every month, plus:

• Ready-made scripts

• Shotlists

• CRM pipelines

• 10-Day Nurture

• SMS + email

• Phone scripts

• Data dashboards

Want us to look at your Ad Strategy? Enquire Here 👈

FAQ

Do chiropractic Facebook ads still work?

Yes — when the chiropractor is the face, not a stock montage.

Can short-form video work even if you’re camera-shy?

100%. Gian hated the camera… now he’s natural on it.

Why did his lead costs drop by $50?

Because authentic, message-led creative always outperforms generic, faceless agency ads.

How many ads should chiropractors create per month?

Enough to stay fresh without burning out.

Why install a CRM?

Because spreadsheets kill lead follow-up — and follow-up is where the money is.

Is marketing really a skill a chiropractor should learn?

Yes — because the CEO must own the message, not outsource it.

TL;DR — How Dr. Gian Transformed His Marketing

• White-label ads made him invisible

• Rising ad costs showed the cracks

• He didn’t believe he could make short-form video

• He decided to learn the skill and show up

• Created 25+ new ads in 5 months

• Cut CPL by $50

• Lead cost as low as $5

• Installed CRM, SMS, email, nurture, and systems

• Became confident on camera

• Built the foundations for long-term Evergreen growth

• Now operates from ownership, not outsourcing

📌 Additional Resources

🏫 Join The Free Skool Community — The Influential Chiropractor
Free trainings, templates, ad breakdowns & resources.
https://skool.com/influential-chiropractors

🧭 Take the Clinic Growth Audit (Free)
Find out exactly what level your clinic is operating at — and what to build next.
www.pracdev.com/marketing-audit

💰 Download the Profit-First Marketing Roadmap
See the 5 Levels and get your personalised “next step” plan.
www.pracdev.com/5-levels

🎥 Join The 28 Day Ad Reset
5 new chiropractic ads every month + scripts + CRM + systems.
www.pracdev.com/ads