Jeff LangmaidFounder, The Evidence Based Chiropractor

You're Marketing To Everyone. That's The Problem.

27 Sept 2026 · 1 min

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In this segment Jeff Langmaid explains that effective marketing for online or hybrid rehabilitation programs starts with a clear definition of a specific target audience. He argues that all messaging must revolve around that audience’s distinct needs. Using the example of a knee specialist who loves running, he shows how to narrow the focus to runners experiencing knee pain, identify their precise pain points (e.g., pain after the first mile), and then craft concrete, actionable advice (such as three steps to get past mile three). By centering the message on a well‑defined group and their immediate problems, marketers can capture attention and build an engaged audience.

Chapters

When you think about marketing, and I'll tie this specifically to online-based, hybrid-based rehab programs, when you think about marketing and building an audience, getting attention in today's ecosystem, what comes to mind for you? First, identify your target audience because all of your message needs to be around the target audience. So let's say you're like, I'm really good with knee pain because I'm passionate about running. I'm passionate about doing whatever training that involves your knees. And okay, I'm going to be a knee doc. Great. Hey, so once you identify your target audience, now you can get really specific on the pain points within that audience. If you're tired of having knee pain when you run and you get past that first mile, 3 things you can do right now to get it to mile 3, or whatever.