HIPAA compliant marketing for chiropractors
Updated October 6, 2026
Chiropractic marketing leans on reviews, testimonials, new-patient specials and text reminders. Each one is useful, and each one carries its own rules about patient privacy, consent and honest advertising.
Where the risk shows up
- Review replies that confirm someone is a patient or mention their care
- Incentives for reviews, like gift cards or discounts, that reward a certain kind of review
- Adjustment videos, testimonials and patient photos posted without written authorization
- Reactivation and promotional texts sent under reminder-only consent
- Tracking on new-patient booking pages and intake forms
What the record shows
HHS has fined practices for replying to online reviews in ways that disclosed patient information, including a $30,000 settlement in 2023 and a $23,000 settlement with a California dental practice over Yelp replies (HIPAA Journal).
Since October 21, 2024, the FTC's rule on consumer reviews and testimonials lets the agency seek up to $51,744 per violation. It prohibits buying positive or negative reviews and undisclosed insider reviews (Morgan Lewis).
Texts sent without the right consent carry $500 in damages per message under the Telephone Consumer Protection Act, up to $1,500 when willful, and patients can sue directly (47 U.S.C. 227).
Reviews still matter: 84% of patients check online reviews before choosing a provider, and 40% have canceled or decided against an appointment over negative feedback (Medical Economics).
How Rook helps
Rook reviews your practice's marketing from the outside, then installs the safeguards and systems your team runs. Start with a free Marketing Risk Report, or see programs and pricing.
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This page is general information about published regulations, enforcement actions and studies. It is not legal advice.