Chiropractic CoachingChiropractors – How to Price Chiropractic Care

Throughout my chiropractic career, I used to charged anywhere between $25 for an adjustment, all the way up to $5,000 for care plans – and everything in between.

I understand the pain and hesitation that comes with changing or upping your prices. I would be lying if I said I wasn’t scared every time I increased my fees. I remember researching and really questioning what I should be charging and what my treatment plans should look like.

I used to hear things like, “look to see how much others are charging in your area” or “it depends on the area you are in” or “you can’t charge more than $XX in this economy”.

It turns out that most of the things we are told about pricing our adjustments are really keeping us back from creating value, seeing more people, and moving our practices – and our profession – forward. While in practice, my average per-visit was more than DOUBLE what chiropractors in my area were charging. I want to be clear that it’s not about how much money you make or what you charge – it’s about how you value an adjustment and your time / expertise… and only you can decide that. Here are three things that determine what you should charge:


Your conviction is directly related to what you will make and more so, what you will charge. Do you believe in the power of chiropractic with every cell in your body, and are you able to communicate it clearly to your new patients? If not, it’s time to do some self-analysis… and perhaps I’ll touch on this in the next blog.

What You Sell

Yes we all sell (and serve) chiropractic care. What you REALLY sell is either back and neck pain, life-potential, better performance, a corrected spine, a better lifestyle, etc. And all of those are wildly different. People will VALUE back pain relief differently than life potential or overall health.

Your Niche and Specialty

“The riches are in the niches” – as Russel Brunson puts it. Once you are THE practice that specializes in helping newborns sleep through the night by providing a specific type of care in your practice, you will not only receive referrals like wildfire, but you will also be able to raise your price point.

The bottom line is that no one can tell you what to charge. It’s a personal decision, but one that you’ll need to contemplate. If you have been wanting to increase your prices, then don’t worry about what the chiropractor next door is charging. Instead, provide more value, better service, and work on yourself.