Case Study
Carolinas Chiropractic & Spinal Rehab
About This Project
Charlotte Content Marketing partnered with Carolinas Chiropractic and Spinal Rehab to elevate its digital presence through video content, email marketing, and graphic design.
By creating flexible workflows, engaging visual content, and high-performing email campaigns, CCM helped CCSR increase patient engagement, grow its audience, and achieve measurable success.
Challenge
CCSR partnered with Charlotte Content Marketing (CCM) to improve its digital media presence and patient engagement.
Despite serving the Carolinas for over 15 years, the practice lacked a dedicated approach to video content production and email marketing.
They needed a comprehensive strategy to boost visibility, engage patients, and enhance communication.
STRATEGY
Video Content Production
CCM created a detailed content strategy with a focus on producing regular, high-quality videos. The process included:
Content Calendar Development: Weekly video topics based on chiropractic care, patient concerns, and demographics.
Pre-Production Planning: Themes, shot lists, and locations prepared in advance.
On-Site Shoots: Monthly filming sessions at both Waxhaw and Pineville locations, featuring patient interactions, team highlights, and expert tips.
Custom Video Thumbnails: Designed to enhance click-through rates and strengthen brand consistency.
Email Marketing
CCM set up and optimized a Mailchimp account to manage CCSR’s email marketing needs, including:
Importing and organizing the practice’s email list.
Ensuring compliance with email regulations by configuring SPF, DKIM, and DMARC protocols.
Designing and sending two monthly email newsletters to engage and inform patients.
Additional Creative Support
CCM provided comprehensive graphic design services, including:
In-Office Materials: Posters and brochures highlighting CCSR’s services and special offers.
Visual Branding: Consistent, professional designs across all digital and physical media. CCM videos are shown throughout patient visits on in-office monitors.
Adapting to New Workflows
As the strategy evolved, CCM shifted focus from social media content to YouTube videos to accommodate time constraints faced by CCSR staff. The team developed flexible workflows to ensure consistent content production while meeting the practice's changing needs.
Result
CCSR saw significant improvements across several metrics as a result of CCM’s work:
Reactivation of Patient Accounts: Dormant patients reengaged with the practice through email campaigns.
High Email Open Rates: Monthly newsletters achieved open rates of 30%-40%.
Increased Video Views: YouTube videos gained over 1,000 views within months, significantly enhancing the practice’s visibility.
Improved Social Media Engagement: Engagement rates consistently outperformed larger competitors.
Enhanced Branding and Communication: Custom graphics and visual content strengthened patient communication and brand identity across digital and in-office touchpoints.
Awards and Growth: CCSR won the Charlotte Observer’s Best Of Award for 2024 and invested in a second Summus Medical VitaBed to support growing demand for its services.
“Not only has CCM gained us significant brand recognition, but they have also energized our staff while creating the content. We have experienced re-activation of past patients as well as acquired new patients directly related to their services.”
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