Industry validation & content infrastructure
Spinal Chat
The challenge
Chiropractic's efficacy is contested in public perception, and most of the content defending it is either too technical for a patient audience or isn't grounded in peer-reviewed research at all. Individual members also don't have the time or expertise to produce credible content of their own, so the profession's public voice goes quiet or drifts off-message.
The approach
Built Spinal Chat, a turnkey podcast that translates peer-reviewed, science-based research into content a patient audience can actually use — explaining chiropractic's efficacy in plain language. Each episode is also a turnkey tool: member chiropractors can embed Spinal Chat directly into their own social media presence, giving them a steady stream of vetted, on-message content without having to produce it themselves.
The result
53 episodes across two seasons, reaching listeners in 18 countries, and ongoing. The profession gets a consistent, science-based public voice; individual members get continuity of messaging on their own channels without carrying the burden of creating that content alone.