Know-How Exchange : Advertising/PR

You can try direct mail. It has worked for chiropractors in some markets. The key may be your copy. (In fact, copy is probably the most important factor in success of almost any medium -- including newspaper.)

Testimonials from current patients is a good way to start. Then you might consider free lectures, introductory screening, speaking at local civic groups -- not so much to push chiropractic as to talk about the challenges in healthcare today, how chiropractic developed, etc. Many people find chiropractic much more appealing once they understand the philosophy.

Hope all this helps. Good luck.