Let's TalkLet's TalkA cash-pay treatment plan sold to someone in pain who has already been told surgery is the option - which makes the show-rate, not the lead count, the number that decides the month.
Decompression clinics rarely have a lead problem. They have a chair problem - booked consultations that never arrive. Send us 90 days of bookings against arrivals and we will show you the show-rate by day, by source and by offer, priced at your own care plan value. It is usually the largest recoverable number in the clinic.
Local conditions that change the plan, rather than the state name pasted into a template.
Under Florida's no-fault statute, Fla. Stat. 627.736, an accident victim must receive initial services within fourteen days of the crash or the personal injury protection medical benefit is lost. Every other market treats speed to lead as an optimisation. Here it is the difference between a patient who can be treated under PIP and one who cannot, which means the intake, the callback and the first available appointment are part of the marketing, not downstream of it.
The PIP medical benefit is $10,000, but only $2,500 is available unless a physician, osteopath, dentist, physician assistant or advanced practice nurse documents an emergency medical condition - and a chiropractic physician is not among the providers permitted to make that determination. The referral relationship with an MD or DO therefore decides whether a case is worth $2,500 or four times that, which is a business fact long before it is a clinical one.
In the South Florida and Tampa corridors a large share of accident patients arrive through personal injury attorneys rather than through search. A clinic marketing only to patients is competing for the remainder while the referral channel takes the rest. Understanding which of those two you are actually buying changes the channel mix entirely, and clinics routinely misdiagnose a channel problem as a creative one.
The board that governs your advertising depends on the licence you hold, not only on the state. These are the rules that bite in Florida.
Rule 64B2-15.001 finds it misleading and deceptive for a chiropractor to advertise free services - an examination or x-ray - or a specific charge, while transmitting a higher charge for that advertised service to a third-party payor. For a clinic whose revenue runs through PIP, that is not an edge case; it describes the most common offer in the category. The offer and the billing have to agree with each other.
The same rule requires an advertisement offering free x-rays or video fluoroscopy to include the fact that they will be given only if medically necessary. Omitting that line is one of the most frequently cited advertising defects in Florida chiropractic, and it is trivially avoidable - it is a sentence in the creative, not a change to the offer.
Fla. Stat. 817.505 prohibits paying or receiving any commission, bonus, rebate or kickback, in cash or in kind, or entering a split-fee arrangement, to induce patient referrals, and violations are charged as felonies. In a market where accident patients move between attorneys, imaging providers and clinics, the arrangements around those movements are exactly what the statute addresses. Any referral or marketing compensation structure here belongs in front of a healthcare attorney first.
The same programme as everywhere, run against this state's rules.
The nearest engagement we can show is the multi-state clinic network below - 54,000+ leads with cost per lead down 57%. It was not a Florida accident-injury practice, and the fourteen-day window above is precisely the kind of thing that does not transfer between markets. What does transfer is the speed-to-contact work, which in most states is an optimisation and in this one decides whether the patient is billable at all.
Read the full case studyBecause Fla. Stat. 627.736 gives an accident victim fourteen days from the crash to receive initial services or lose the PIP medical benefit entirely. A lead that sits unworked for three days in most states is a slightly colder lead; here it is a measurable fraction of a closing window. We build the intake around that - immediate response, same-day appointment availability, and reporting on time-to-first-contact as a primary metric rather than a vanity one.
The full $10,000 medical benefit is available only where an emergency medical condition has been documented; otherwise the patient is limited to $2,500. Chiropractic physicians are not among the provider types permitted to make that determination, so a clinic without a working relationship with an MD or DO is systematically treating cases at a quarter of their potential value. That is a referral and operations question that marketing cannot fix, and it should be settled before the spend increases.
Carefully, and with your billing practice in agreement with your advertising. Rule 64B2-15.001 treats it as deceptive to advertise a service as free while transmitting a higher charge for that same service to a third-party payor - which for a PIP-funded clinic is the obvious failure mode. Separately, any free or discounted service advertisement by a health care practitioner engages the disclosure requirement in Fla. Stat. 456.062. Both are worth reviewing with counsel before the offer runs.
Often both, but they are genuinely different programmes and should not share a budget line. Patient-facing acquisition in the accident market is a speed game inside a fourteen-day window. Attorney-facing work is relationship and reputation over a much longer horizon, and it carries the brokering considerations above, which patient marketing largely does not. Clinics that run them as one programme usually under-invest in the slower one because it reports worse.
Yes, because the payment source is frequently different. Decompression cases are often cash-pay or financed rather than PIP-funded, which removes the fourteen-day pressure and replaces it with a longer, price-sensitive decision. Running decompression through the same campaign as accident-injury intake means one of the two is always being optimised against the wrong signal. We separate them, and the decompression funnel looks much more like an elective procedure funnel than an accident one.
The full service, and the neighbouring states we cover.
Which metro, which procedures, and what you are running now. We will tell you honestly whether we can help, and what the board rules mean for it.