From Chiropractic Care to Marketing Analytics: Jeff Greenfield’s Journey and Insights for Chiropractors

The transition from hands-on patient care to data-driven marketing is not a typical career trajectory, but for Jeff Greenfield, it was a natural evolution. As a guest on The Digital Coach podcast with Enrico Dolcecore, Greenfield shared his story of resilience, adaptation, and innovation—from treating patients in a bustling chiropractic practice to pioneering digital marketing and attribution solutions. His journey highlights a crucial lesson for chiropractors and small business owners alike: the ability to pivot and embrace new opportunities is essential for long-term success.

Beyond his personal transformation, Greenfield’s expertise provides valuable insights for chiropractors navigating the challenges of digital marketing. With increasing competition and evolving consumer behaviors, adopting effective marketing strategies is key to sustainable growth.

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From Healing Hands to Data-Driven Marketing

Greenfield’s career began in chiropractic care after a personal injury led him to appreciate its benefits. After graduating from LACC (now Southern California University of Health Sciences) in 1988, he built a successful practice on the East Coast, seeing over 100 patients a day. However, a car accident left him with nerve damage in his dominant hand, forcing him to step away from direct patient care.

While running his chiropractic practice, Greenfield had a passion for magic, even performing at Hollywood’s Magic Castle. In 1995, as he planned a national tour, he realized he needed an online presence. Frustrated by a poor experience with a web development company, he decided to learn web design himself.

That decision opened doors to a new career. As businesses began seeking his expertise in branding and web development, Greenfield saw an opportunity in digital marketing. He launched one of the first SEO platforms, Position Solutions, in the late 1990s, helping businesses gain visibility in an increasingly digital world.

His success in digital marketing eventually led to the creation of C3 Metrics, one of the first multi-touch attribution platforms, helping companies track and optimize their digital marketing efforts. But the marketing landscape was evolving once again.

With growing privacy regulations and the decline of third-party cookies, traditional tracking methods became ineffective. Recognizing this shift, Greenfield founded Provalytics, a next-generation attribution platform designed to help businesses measure marketing effectiveness in a cookieless world.

Why Chiropractors Struggle with Marketing

Despite their expertise in healthcare, many chiropractors face challenges in digital marketing. Common pitfalls include:

• Lack of Strategy – Relying on short-term tactics instead of a long-term marketing plan.
• Poor Agency Partnerships – Hiring agencies that fail to deliver measurable results.
• Turning Off Marketing – Pausing campaigns during slow periods, leading to loss of momentum.

Much like patient care, effective marketing requires consistency and a data-driven approach.

Key Marketing Strategies for Chiropractors

1. Build a Referral System – Word-of-mouth remains powerful, but it must be structured. Encourage satisfied patients to refer others and provide incentives for referrals.
2. Leverage Connected TV (CTV) Advertising – Streaming platforms like Hulu and Amazon Prime offer targeted, cost-effective advertising that enhances brand credibility.
3. Maintain an Updated Online Presence – A well-optimized Google Business Profile and active social media presence (Facebook, Instagram, TikTok) increase visibility and trust.
4. Use a Mix of Awareness and Search Ads – Facebook and YouTube ads build brand awareness, while Google Ads ensure your practice appears when potential patients search for chiropractic care.
5. Track the Right Metrics – Instead of focusing solely on leads, measure impressions, clicks, and patient conversion rates to understand marketing effectiveness.
6. Choose the Right Marketing Partner – Work with agencies that understand chiropractic marketing and provide transparent reporting.

The Future of Chiropractic Marketing

Jeff Greenfield’s journey from chiropractic adjustments to data-driven marketing is a testament to the power of adaptation. While his career took an unexpected turn, his mission remains unchanged: helping people—whether through patient care or marketing solutions.

For chiropractors, the key takeaway is clear: embracing digital marketing is no longer optional—it’s a necessity for long-term success.

By implementing sustainable marketing strategies, tracking meaningful data, and leveraging modern advertising platforms, chiropractors can attract new patients, build brand authority, and grow their practices in an increasingly digital world.

Whether you’re new to marketing or looking to refine your strategy, the principles outlined in this article can help you take control of your practice’s growth—just as Greenfield took control of his own career transformation.