Dr. Josh | Real Health Chiropractic

This chiropractic marketing case study breaks down how Dr. Josh — a New Zealand chiropractor and clinic owner of Real Health Chiropractic — stepped off the coaching treadmill, reclaimed his message, and rebuilt his practice around a model that finally felt like his.

If you’ve ever followed all the “rules” and still felt misaligned…

This one will hit home.

🤝 When Josh Stopped Following the Coaching Playbook and Took Back Control

The chiropractor who walked away from the prescriptive path — and found clarity in his own.

Josh had been doing everything “right.”

Coaching. Systems. Ads. Delegation.

But the longer he followed the playbook, the more the walls closed in.

+ The agency wasn’t delivering.
+ The coaching felt restrictive.
+ ...And slowly, he found himself asking:

“Am I building my practice… or someone else’s?”

That question is what ultimately changed everything.

The Moment Everything Shifted — When the Treadmill Became Too Fast

Josh had taken over the practice he once associated in — a clinic built on NET-style, long appointments with great outcomes… but an exhausting pace.

Coaching seemed like the answer.

It helped him:

• Organise his books

• Tighten his systems

• Hire staff

• Plug into their affiliate ad agency

At first, it felt productive.

But over time, something felt very wrong.

The message was always the same:

“Spend more.
Treat faster.
Work harder.”

Success was framed as a treadmill — and the treadmill kept speeding up.

The more he complied, the more he drifted from the reason he became a chiropractor in the first place.

No one asked what he wanted.
No one asked how he preferred to practice.
No one asked what kind of life he was building.

It left him questioning:

“Is this actually success?
Or have I been sold a lie?”

The Underlying Problem — He Was Building Someone Else’s Practice

The deeper Josh got into the coaching system, the more he disappeared.

On the surface, it looked like clarity:

• Fixed schedules

• Delegation

• Tighter systems

• Promised ads

• Constant productivity

But underneath it sat a quiet pressure:

Trust the system.
Do it their way.
Don’t question it.

The direction wasn’t built around his identity, his preferences, or his long-term sustainability.

It was built around someone else’s model.

And because he assumed they knew more, he followed it.

But the cracks showed quickly.

The ads didn’t sound like him.
The agency optimised for their metrics, not his goals.
The advice was always the same:

“Spend more. Push harder. Speed up.”

It pulled him further from the practitioner he once was.

And eventually he internalised a dangerous belief:

“Maybe I don’t get a say in this anymore.”

That’s what kept him stuck.

Not incompetence.
Not laziness.
Not inconsistency.

He was being funnelled into a version of practice that looked good on paper — but didn’t feel good in real life.

Josh’s Turning Point — Reclaiming His Message, Identity & Direction

When Josh came to us, we didn’t load him with more tasks.

We did the opposite.

We slowed everything down.

We asked:

“What do you want to build?”
“Why do you practice this way?”
“What kind of life are you creating?”

Questions he hadn’t been asked in years.

With clarity restored, the path forward was obvious.

We rebuilt his practice from the inside out by reconnecting him to the version of practice that felt like him.

We introduced the 5 Levels, showing him what an actual system looks like:

A structure you build once, refine once, and let run.
Not a treadmill you sprint on forever.

From there, everything changed.

• His ads were rebuilt to sound like Josh — grounded, real, community-focused.

• He committed to three meaningful organic posts per week, aligned to the message he wanted the community to hear.

• He finally had communication that reflected his identity, not a coaching script.

• With clarity returned, he confidently hired and trained a new associate — not out of pressure, but alignment.

The more ownership he took…
the more energy he got back.
The more aligned he felt…
the more the practice responded.

Check out his work ⬇️

Ad #1 - Meta FB Lead Ad Focused On Lower Back Symptoms

Ad #2 - Facebook Ad With a Core Chiropractic Message

Ad #3 - Chiropractic Ads With A Reaction Content Type

Josh’s Wins 💪

Tangible Results

• Consistent 200+ OV

• Sustainable team load and clearer structure

• Hired + trained a new associate with confidence

• A consistent, meaningful organic content rhythm (3x per week)

• Ads that match who he is and attract the right people

Intangible Results

• Regained control over his message

• Stepped off the “work harder” hamster wheel

• Rediscovered a model of practice he actually enjoys

• Built systems that support him rather than control him

• Reclaimed clarity, identity, and direction

• A long-term vision he’s proud of — not pressured into

Josh now operates like a true owner.

He manages his team, his time, and himself.

He’s no longer chasing the fantasy of the perfect 3-day practice or the “grind-until-a-million” narrative.

He’s building something aligned.
Something sustainable.
Something he actually enjoys showing up to.

His team feels it.
His numbers reflect it.
And for the first time in a long time…

He feels like he’s building his practice — not someone else’s idea of one.

👋 PracDev | The 28 Day Ad Reset:

Want help building chiropractic ads that actually work?

Learn more about the 28 Day Ad Reset — the exact system Dr. Josh used to organise his New Patient Attraction Systems 👇

Here’s what we build for clinics who want aligned, profitable ads:

• High-performing NP offer

• 5 monthly video ads

• CRM pipelines + tracking

• 10-day nurture

• Phone scripts

• AI phone training

• Data tracking dashboards

Want the same clarity Josh found? Enquire Here 👈

FAQ

Why was Josh feeling stuck even though he was “doing everything right”?

Because coaching had pushed him into a model that didn’t align with how he wanted to practice or live. He was following someone else’s definition of success.

What changed once he started working with PracDev?

He gained clarity, rebuilt his message, connected his marketing to his identity, and implemented systems that served him — not the other way around.

Why didn’t the coaching program’s ads work for Josh?

They weren’t written in his voice, didn’t match his values, and focused on the coaching company’s KPIs rather than his goals.

What helped Josh build momentum again?

A simplified system, message clarity, meaningful content, and ads aligned to who he actually is — plus stepping off the “treadmill.”

Does the 5-Level System work for practitioners who don’t want high-volume care?

Yes — it’s designed to support your preferred style of practice, not force a particular model.

TL;DR — Josh’s Chiropractic Marketing & Identity Breakthrough

• Coaching pushed him into a model that didn’t feel like him

• He lost control of his message and direction

• We slowed everything down and rebuilt from the inside out

• He reclaimed his identity, clarity, and confidence

• Consistent 200+ OV, new associate, aligned content

• He’s finally building a practice he’s proud of — not pressured into