Dr. Wayne | Norwest Chiropractic

This chiropractic marketing case study breaks down how Dr. Wayne, a New Zealand chiropractor, owner of Norwest Chiropractic broke through his 300-visit ceiling by taking back control of his advertising. If you’re running white-label ads or struggling with patient growth, this journey will feel familiar.

🤝 From Fed Up with White Labelled Ads to Making his Own!

The chiropractor who stopped outsourcing his message — and finally broke 300 OV.

This chiropractic marketing story is familiar for many clinics stuck at a plateau. Dr. Wayne was running Facebook ads, outsourcing everything, and still finding himself capped. That changed the moment he realised someone else was literally “playing Wayne” online.

The Moment Everything Shifted — Chiropractic Ads Gone Wrong

Wayne had been frustrated with agency-built ads for years, but the breaking point was simple:

He was scrolling though his own facebook…

and realised the chiropractor in his own ads wasn’t even him.

Someone else was playing “Wayne” online.

That was the moment he knew he needed to take back control of his chiropractic marketing — specifically his messaging and identity.

Let’s Rewind — A Busy New Zealand Chiropractor Capped at 300 Visits

Wayne runs a busy chiropractic practice in New Zealand.

Busy… but capped.

For months he hovered at a ceiling of 300 office visits, no matter how hard he pushed.

He was getting coaching, but the numbers never moved.

Nothing translated into measurable growth.

Like many chiropractors, he believed:

• “Marketing is something you outsource.”

• “I’m not the kind of person who films.”

• “I don’t have the skills for this.”

• “Someone else should handle this stuff.”

So he delegated everything.

Just like he was told to.

But delegation had a cost:

He lost ownership of his first impression.

Clickbait headlines. Random adjusting montages. Flashy edits.

Even other chiropractors pretending to be him.

None of it reflected who he was.

The Underlying Problem — Why Most Chiropractors Plateau at 300 Visits

It wasn’t the ceiling.

It wasn’t Facebook.

It wasn’t his town.

It was this combination:

• He outsourced his voice.

• He avoided the camera.

• He believed marketing was a talent others had.

• He was letting agencies define his message.

• He handed away the part of the business only the owner can authentically express.

The result?

His practice grew to the point this system allowed, not to the point his ability allowed.

This is one of the most common issues in chiropractic marketing today.

Wayne’s Turning Point — When a Chiropractor Takes Ownership of Marketing

When Wayne joined PracDev, nothing magical happened… except one decision:

• He chose to lead from the front.

• He grabbed the monthly scripts.

• Filmed.

• Implemented feedback.

• Showed up consistently.

• And committed to being the actual face of his practice.

His first breakthrough was small but undeniable:

People started complimenting his ads.

Then the numbers moved.

Then the ceiling cracked.

Then it wasn’t a ceiling anymore.

He didn’t become a content guy.

He simply became the person willing to show up.

Check out his work ⬇️

Ad #1 - Chiropractic Facebook Ad Example

Ad #2 — Pain-Based Chiropractic Video Ad

Ad #3 — Chiropractic Marketing Ad Using Core Message

Waynes Wins 💪

Tangible chiropractic marketing results:

• Broke through the long-standing 300-visit ceiling.

• Produced some of the strongest chiropractic ads in the entire community.

• Took a holiday and still maintained record weeks with a locum.

• Hired an associate to help with the overflow.

• Facebook advertising results

Intangible:

• Actually enjoys marketing now (he said it himself!)

  

• Confidence in his messaging.

• Control over his online presence.

• A sense of momentum he’d never felt before.

Wayne stopped outsourcing his identity.

He now sees himself as:

• The leader of the practice.

• The face of the message.

• Someone who can communicate clearly, consistently, imperfectly and effectively.

The belief shift was simple but transformative:

“Marketing isn’t something I outsource. It’s something I own.”

This single shift transformed his chiropractic marketing — and his numbers.

👋 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. Wayne used to break through his ceiling 👇

• High-performing NP consult offer

• 5 monthly ads filmed & edited

• CRM pipelines and tracking

• 10-day nurture sequences

• Proven phone scripts

• AI phone training tools

• Data tracking dashboards

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

FAQ

Why do chiropractors get stuck at 300 visits?

Because the message is outsourced, generic, or white-labelled and doesn’t build trust.

How do you break the chiropractic marketing plateau?

By becoming the face of your ads, aligning your message with your avatar, and using consistent content.

Does the 28 Day Ad Reset work for capped clinics?

Yes, it’s specifically designed to break ceilings caused by low-trust or generic marketing systems.

TL;DR — Dr Wayne’s Chiropractic Marketing Breakthrough

• White-labeled agency ads capped his growth.

• He wasn’t the face of his brand.

• Taking ownership of his ads broke his long-standing 300-visit ceiling.

• Consistency + authenticity = growth.