Dr. Wesley Trowse | Alumme Chiropractic

TL;DR
This chiropractic marketing case study shows how Dr. Wes launched a brand new practice from scratch in Edinburgh, avoided generic ads, used a value-driven exam offer, and created a self-liquidating patient acquisition system that paid for itself.

🚀 New City, New Clinic, The Ideal Launch

The experienced chiro who had to start again from zero — and refused to repeat the mistakes of the past.

The Exact Chiropractic Ad that launched Alumme Chiropractic & the reason why it worked 👇

The Moment Everything Shifted

Dr. Wes had already built a successful chiropractic clinic in Australia.

Then he moved to Edinburgh and had to start again - in a place where no one knew him.

He knew Facebook ads worked.
He knew marketing would be necessary.

But he also knew one thing with certainty:

He was never going back to the generic, low-integrity advertising he used before.

This new clinic was going to be built intentionally, with a message and brand that reflected the care, space, and standard he actually delivers.

He was determined not to repeat the mistakes of the past.

Let’s Rewind — Starting Again in a New Country

Before reaching out to Pracdev, Wes was mid-build, navigating UK advertising rules while deciding:

• How do I launch a brand-new clinic in a brand-new city?

• What message actually reflects who I am as a clinician?

• How do I avoid the cheap, disconnected marketing I used last time?

He’d already proven he could build a successful practice in Australia…

…but this time he didn’t just want success — he wanted alignment.

His past agency experience still bothered him:

• Ads that didn’t look like him

• Messaging that didn’t sound like him

• Cheap angles he didn’t believe in

He refused to bring that version of chiropractic marketing into Scotland.

Instead, he wanted to communicate:

• His personality

• His philosophy

• His standards

• His space

Not “adjustment montage + discount offer.”

Starting again wasn’t the scary part.

The exciting part was the opportunity to build a clinic the right way, from day one, without undoing years of misaligned marketing.

The Underlying Problem — Why His Old Marketing Didn’t Work

Looking back, the issues were obvious:

Wes had been relying on shallow, generic advertising that didn’t reflect his identity or brand.

The problems:

• Generic angles = rising ad costs

• Low-quality messaging

• No nurture sequence

• No email follow-ups

• No retargeting

• No organic presence

• No systems to build trust before Day 1

He told himself he’d build these systems “one day”… but never did.

And underneath everything, one limiting assumption shaped his thinking:

“Facebook ads only work if you run a cheap deal.”

This assumption controlled everything — his pricing, his marketing, his expectations, and eventually his results.

It wasn’t true…

but it was the bottleneck he couldn’t see.

Wes’ Turning Point — Rebuilding the Right Way

This time, Wes didn’t wait for perfection.

He filmed before the lights were installed.
He shared the story before the clinic opened.
He let people meet him before meeting the practice.

He positioned himself as the guide, not the technician.

Instead of generic ads, he shared:

• The clinic build journey

• His move across the world

• His philosophy of care

• His standards and personality

• The story behind the space

For the first time, his advertising actually looked and felt like him.

He paired this with:

✔ A full 10-day nurture sequence
✔ A warm, relational message
✔ A simple, human-centred call to action
✔ Consistent content that matched his brand

By the time someone enquired, they already trusted him.

His message became simple and powerful:

“I’m human. If you’re in pain, let me help you.”

Check out his work ⬇️

Ad #1 — Chiropractic greenscreen pain education video

Ad #2 — Talking-head chiropractic ad addressing local pain problems

Wes’ Wins 💪

Tangible Chiropractic Marketing Results

• More leads than he could handle - despite being unknown in the city.

• His £70 exam fee (3× higher than his previous offer) converted better than discount ads.

• Patients willingly paid because the message matched the value.

• He created a self-liquidating offer — NP exam fees now cover his ad spend.

• He’s hiring an associate within his first year.

• He consistently sits at 200+ OV/week and has slowed marketing to manage demand.

Intangible Results

• Learned that premium-fee advertising works when messaging is aligned.

• Built a clinic that finally reflects his identity and standards.

• Maintains high volume while preparing an associate launch.

• Has the stability to build long-term systems.

• The biggest revelation:

“Advertising can feel good and aligned when it’s done properly.”

The Identity Shift Behind Wes’ Growth

Wes now sees marketing the way high-performing clinics do:

Marketing is not a panic button.

It’s a system.

He understands:

• He must be the face of the message

• His voice is an asset

• Story > gimmick

• Alignment converts

• Advertising creates retention, not just acquisition

• Consistency builds trust

He stepped fully into the identity of a chiropractor who leads with intention — not desperation.

👋 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. Wes used to break through his ceiling 👇

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 Wes found? Enquire Here 👈

FAQ

Do chiropractic Facebook ads work without discounts?

Yes, when the message builds trust and reflects the chiropractor’s personality.

Can you start a chiropractic clinic in a new city using Facebook ads?

Yes, if your ads are aligned, authentic, and supported by nurture systems.

What is a self-liquidating offer in chiropractic marketing?

When the NP exam fee covers your entire ad spend, making your acquisition cost neutral.

TL;DR — How Wes Built a Self-Liquidating Chiropractic Marketing System

Wes moved from Australia to Edinburgh and rebuilt his clinic from scratch — without using generic, discount-based agency ads. Instead, he led with authentic storytelling, filmed before his clinic was even finished, and implemented a 10-day nurture sequence that warmed leads before they ever booked.

By aligning his message with who he is as a clinician, he launched with a £70 exam fee that converted better than his old discount offers — creating a self-liquidating offer where his ad spend is covered by the NP exam.

Within months, he hit 200+ OV/week, hired an associate, and built a marketing system that finally felt aligned, ethical, and profitable. Marketing became something he owned, not outsourced — and his new identity as the face of the practice is what unlocked consistent, high-quality growth.