These days, it's not uncommon to drive/bike/scooter/walk by a few chiro offices within a few kilometres, and which offer relatively similar services including massage therapy and acupuncture. As choice for today's client is vast what will make your clinic stand out so you are visible and attracting the RIGHT clients? For example, is your website and social media working in harmony and FOR you and achieving RESULTS - or the other way around?
While clients benefit from in-clinic care they also prefer/expect more such as education on their specific situation so they can keep up with their care themselves in between visits. This is less of a business "transaction" and more of a holistic care approach resulting in health and wellness practitioners need to be not only experts in their practice and techniques but also teachers who invest enough TIME to EDUCATE their clients about their specific situation - this helps to builds true value and a growing loyal client base!
For your chiro practice website, this could be a blog which is focused on providing your views and info regarding conditions and concerns relative to the industry (e.g. musculoskeletal, scoliosis, injuries, etc.). Also, try some downloadable content for clients to help supplement and elevate their awareness and education. The same applies to your social media feeds where you can use them to educate on various topics all to help boost your credibility (and is subtle marketing!).