CASE STUDY: CAROLINAS CHIROPRACTIC & SPINAL REHAB
Multi-Location Patient Reactivation Engine & High-Production Video Media Strategy
EXECUTIVE SUMMARY
Carolinas Chiropractic and Spinal Rehab (CCSR), a premier multi-location practice serving Pineville and Waxhaw, NC, partnered with Charlotte Content Marketing (CCM) to modernize its patient communication infrastructure and video media presence.
CCM engineered a multi-channel retention strategy combining on-site video production, technical email authentication protocols, and structured educational workflows.
The campaign drove exceptional patient engagement, achieving a 65% email open rate, over 555 direct appointment conversion clicks, and measurable patient account reactivations that supported the practice’s regional footprint.
THE CHALLENGE
Inactive Patient Databases & Lack of Structured Video Assets
Despite serving as a trusted chiropractic partner in the Greater Charlotte area for over 15 years across two high-volume clinics, CCSR lacked a dedicated digital media strategy to retain existing patients and capture new market share:
Unleveraged Patient Database: Thousands of past patient contact opportunities sitting dormant without a high-converting retention cadence.
Inconsistent Visual Branding: No dedicated video content strategy or structured media production for patient education and social search.
Technical Email Infrastructure Gaps: Unconfigured domain authentication protocols (SPF, DKIM, DMARC), risking low inbox deliverability for critical patient communications.
THE STRATEGY: RETENTION INFRASTRUCTURE & MEDIA PRODUCTION
1. High-Production On-Site Video Media
CCM established a repeatable video media pipeline to showcase clinical expertise and demystify spinal rehabilitation care:
Strategic Content Architecture: Developed comprehensive pre-production shot lists, clinical script frameworks, and demographic-targeted content calendars.
Multi-Location Production Shoots: Executed monthly on-site cinematography sessions across both the Pineville and Waxhaw facilities, capturing patient success stories, team highlights, and expert care guides.
In-Office Media Integration: Optimized video assets for deployment across digital channels and internal clinic display systems during patient visits.
2. Encrypted Patient Reactivation Engine
Transformed CCSR's dormant email database into a high-converting patient acquisition channel:
Technical Infrastructure Deployment: Configured enterprise email security standards (SPF, DKIM, DMARC) to maximize primary inbox deliverability and prevent spam flagging.
High-Engagement Editorial Cadence: Designed and published search assets and bi-monthly clinical newsletters focused on spinal health, patient education, and direct appointment booking triggers.
3. Visual Identity & Clinical Collateral
Delivered end-to-end design assets ensuring brand parity across physical clinics and digital touchpoints:
Engineered custom video thumbnails optimized for digital search click-through rates.
Produced in-office marketing collateral, brochures, and service banners highlighting specialized care offerings.
THE RESULTS: HIGH-INTENT CONVERSIONS & IMPACT
Average Email Open Rate: 65%
Total Newsletter Clicks: 1,245
Direct Appointment Clicks: 555
EMAIL RETENTION ENGINE (12 MONTHS)
Past Patient Reactivations Accelerated
Voted "Best of Charlotte" (2024 & 2025)
Direct Appointment Clicks: 555
BRAND EXPANSION & CLINICAL IMPACT
Key Performance Indicators:
Direct Appointment Action: Generated 555 direct appointment booking clicks from existing patient lists over a 12-month period.
Industry-Leading Open Rates: Sustained a 65% open rate on monthly broadcast communications—more than triple the healthcare industry average (~21%).
Measurable Practice Growth: The increase in patient volume and reactivated accounts directly contributed to the practice investing in additional advanced medical equipment (Summus Medical VitaBed) to meet patient demand.
“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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