Marketing From the Heart

This episode is deeply inspired by the wonderful Stew Bittman and his Chiropractic from the Heart weekend. If you haven't been yet, go.

What if the most powerful marketing you'll ever do takes two minutes and comes from the heart?

This episode is a love letter to the heart-centred chiropractors who got into this profession because they genuinely care, and a gentle challenge to bring that same heart online with them.

Philippa talks about what actually builds trust before someone ever walks through your door, why generic content falls flat for chiropractors, and what it really means to apply yourself into what you share.

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About Philippa:

Philippa Wilmot is a chiropractor of 16 years and the founder of ChiroVisibility, a membership community helping chiropractors build real visibility through social media and marketing that actually feels like them. In 2026 she was recognised by Women in Chiropractic with the Impact Award - "an exceptional chiropractor creating IMPACT in the lives of others." She's also the host of the ChiroVisibility Pod, where chiropractic finds its people.

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Transcript

Inspiration And A Private Moment

SPEAKER_00 0:00

I want to start this episode by saying that it's completely and deeply inspired by the wonderful Stu Bittman and his wife Hilary, who I was lucky enough to spend some time with last year at Chiropractic from the Heart. I can't tell you what happened in that room because it is, as it should be, unique and known only by those of us who were there, but I will tell you that there were moments I won't forget. If you're

Why Logic Alone Fails Online

SPEAKER_00 0:26

new here, I'm Philippa Wilmot and I run Chiro Visibility, a community and podcast for chiropractors who want to grow their practice by showing up as themselves online. And I'm really glad you're here. So marketing from the heart. It might feel completely and deeply counterintuitive. It might not seem logical because marketing in theory should be all about logic. It should be a numbers game, stats, strategy, reach. But the longer I've worked in this space and the longer I've helped Chiropacters share what they do, the more I have noticed that there are times and posts completely transcend logic and bypass all the rules.

The Instagram Story That Booked Patients

SPEAKER_00 1:06

I had an Instagram story. Not even a post, a story. It was up for 24 hours and then it was gone. It had 87 views, and in that time, four people booked in, one brand new to the practice and three reactivations. People who already knew me saw that story and decided it was time to come back. Someone who'd never met me decided it would come in. By the numbers, that shouldn't happen. But it did. That Instagram story took me two minutes, but it came from somewhere very real. And that's what we're talking about today.

UK Claim Rules And Playing It Safe

SPEAKER_00 1:44

Now, here's the thing about chiropractic, and you already know this. We have limitations on what we can say. There are rules and there are boundaries, especially for those of us in the UK. And those limitations meant that I felt I had no choice but to leave with my head. I felt I had to plan strategically before I could feel anything. I had to work out what I could say before I could even think about how to say it with any kind of heart or any kind of soul. And I get it. When you're navigating what you can and can't claim, leading with the logic feels safe. It feels responsible. It feels like the right place to start. But when I started paying attention to what actually worked, it wasn't what looked good on paper, it wasn't what the marketing guru said I should do. What actually got people through the door was something really different. Because I know the stats, I know them really well. You need around seven hours of content for someone to feel like they really know you. You need to show up somewhere in the region of 21 times, those touch points, places where they can see you and hear you before your name properly registers with somebody. Those numbers are real. That's the research. They do matter, and I'm not dismissing them. But I don't believe they tell the whole story. Because maybe you've had a moment like that too. A post that you've made, a conversation you've had, a share that came out of nowhere, and brought exactly the right person into your practice. Or maybe you haven't yet. And this is exactly why I'm sharing this with you. Because it is possible. It happens, I've proved it happens, and it happens when your content comes from the right place.

Trust Beats Templates And Generic Content

SPEAKER_00 3:28

So why do I think this happens? I think these things happen when something in your post is real, something is human. The posts that work like this, they're not contrived. They're the ideas that come in a flash, in a moment, without overthinking, they will come to you to connect, which is exactly what they do, with exactly the right people. And this is what I mean when I talk about marketing from the heart. So many of the chiropractors I work with, and almost certainly you, if you're listening to this, are heart-centred practitioners. You got into this because you genuinely care. You care about the people sitting in your practice and about the knock-on effect this whatever challenge they're going through has on their families and their lives. Chiropractic Done Well is one of the most human and connected professions there is, and we get to do it. And yet, when it comes to showing up online, that heart can be replaced by our carefully chosen words and safe topics and posts that could honestly belong to anyone. Loads of mine were like that in the early days. The claim restrictions, the worry about getting it wrong, the sense of professional means polished. All of that adds up to content that looks fine but feels hollow. And what I want for you is for the heart that is so present in your practice to come with you online, because that is actually what people are looking for. They're not looking for a long list of conditions that you treat. It can be helpful, but it's not what they're searching for. They're looking for a person they trust. And that trust really matters. They need to see you first, at your most honest, at your most real. And when they feel they can see that, something will shift. And that's why marketing from the heart isn't just a lovely idea for a lot of us. It's everything. It gets us out there, it's applying ourselves, our actual selves, into what we share, our personality, our niche, our story, not somebody else's template or thoughts. Not AI giving you another generic post. They want you, and people will feel the difference.

Planning Prompts Without Losing Your Voice

SPEAKER_00 5:42

This is something I do every month for the MEMS inside Cairo Visibility. I write them a content planner, specifically for chiropractors, because generic content planners just don't land for our world. Before each month begins, I sit down and look at what's working right now. What trends are potentially relevant for us and ones we might want to do. What prompts might spark something, and what story ideas might help. But this isn't designed to be prescriptive. There's no you must write this in this way on this day. Members can pick as many or as few ideas as they like, they can go off on a tangent, they can create something entirely the opposite of what I've suggested. The whole point is simply to get them past the stuckness and to encourage them to leap with their heart. And that's really what this episode is all about.

Invitation To Lead With Heart

SPEAKER_00 6:33

For most people, the fastest way to build trust isn't just working with the numbers, it's through building connection. I am not saying throughout the whole strategy. Strategy helps, it gives us a guide. Consistency matters and showing up regularly matters. Your profile and your message matters. Every single bit of this is still absolutely true. I don't want you to throw it all out with the bathwater. But the chiropractors who are filling their diaries without the big audiences, they know that when your heart is at the centre of everything, everything changes. So if you've been thinking about marketing as a head game, something to get right, to figure out, to cookie cut, to crack the algorithm on, I want to invite you to try something different. Leave with your heart, lead with your why, leave with what lights you up, leave with the bits of your day that made you remember exactly why you do this. That's not soft marketing. That's the most powerful kind there is. And if you haven't come across Stu Bittman's work yet, go and find him. Chiropractic from the Heart. It might just change your life.

Newsletter Plug And Share Request

SPEAKER_00 7:41

One more thing, the Chirovisibility Memo is back. My weekly email, it's a short, fun note that lands in your inbox to let you know when the latest episode of the podcast has dropped. It has a little nudge, an idea, a prompt to get you out there. If you want that in your life, the link is in the show notes. I'd love you to come and join us. And if this episode resonates, share it with a chiropractor who needs to hear it because there are a lot of us who've been doing this the hard way for a long time. Thank you for being part of the ChiroVisibility Pod, where chiropractic finds its people.