Lori Abou HabibLori Abou Habib Featured In Franchise Times on Omnichannel Strategy And Demand Creati

Lori Abou Habib, chief marketing officer for The Joint Chiropractic, was recently featured in a Franchise Times article exploring how modern franchise marketing is adapting to connect with consumers across every level of engagement. In the piece, Abou Habib shares how The Joint is using an omnichannel approach to capture existing demand, while also creating new demand by educating and engaging audiences unfamiliar with chiropractic care. Read the full article titled “Modern Franchise Marketing Must Connect to Guests on Every Level.”

In the Franchise Times article, Abou Habib speaks to how The Joint Chiropractic is navigating the complexities of modern omnichannel marketing. The article explored how franchise brands are evolving to drive conversions while educating and expanding their category presence. For The Joint, that means building both brand awareness and market demand—especially among audiences who may not yet be familiar with chiropractic care.

“For the size and scale of the brand we are, the digital footprint works incredibly well for us to reach our customers,” Abou Habib explains in the article. “But we also have this opportunity at the upper funnel levels to really drive awareness and educate on the category itself, because about only half of the population is familiar with chiropractic.”

This dual focus on serving current demand while creating new interest shapes The Joint’s overall marketing strategy. “At a macro-perspective, it’s figuring out how we balance capturing our existing demand, while creating new demand through marketing,” she says.

One of the keys to this balance is strategic channel mixing. Abou Habib points out that The Joint uses a blend of geo-targeted local efforts alongside national digital placements to ensure coverage at every stage of the patient journey. “The channel mixing has been very important with that. Going from what’s geo-targeted around the clinics to what is the scalable options for our entire footprint.”

The channel strategy reflects a deep understanding of patient intent and behavioral triggers. “If I think of Joint Chiropractic, our core audience is united by looking to get out of pain,” she says. “Historically, we’ve been positioned around this idea of ‘wellness as part of your life,’ but we’ve recently made a shift and are working on a new campaign about ‘what does pain as a barrier look like,’ to try and tie into one of those triggers.”

Once those core triggers are identified, messaging is adapted across platforms to reflect both the content format and the audience. “Getting the short-hand of that story and relevant points expressed to the audience in the right channel, whether you’re an athlete or a mom lifting your kids up,” Abou Habib explains. “Depending on who you are, we figure out how we can talk to you across channels in relevant ways and present ourselves as a solution.”

That mindset also extends to The Joint’s social media strategy, where content is mapped intentionally to platform behavior, audience mindset, and patient intent. While any piece of content may be viewed by anyone at any stage of their journey, each asset is created with a specific goal and role within the larger ecosystem. It is not accidental. It is a science built on observation, testing, and ongoing optimization.

Awareness content is designed for discovery and typically appears on platforms like YouTube, TikTok, and Instagram Reels. These short-form videos are created to capture attention quickly and introduce the brand to new audiences through relatable storytelling, real patient moments, or simple education around chiropractic care. The focus is on sparking curiosity and building familiarity among people who may not be actively searching for care.

As engagement deepens, content shifts to support consideration. In-feed formats like carousels and testimonials help explain The Joint’s value through transparent pricing, convenient access, and firsthand experiences. These pieces give potential patients the information they need to feel confident about taking the next step.

When a patient begins care, content evolves again. Stories and community-focused posts are used to encourage consistency and routine. These moments may celebrate patient milestones, share motivational wellness tips, or spotlight local clinics. The goal is to reinforce progress and create a sense of connection that supports long-term care.

This tiered approach to content allows The Joint to meet patients exactly where they are, with messaging that feels personal, timely, and aligned to their individual needs.

The result is an omnichannel approach that both scales and resonates. It meets patients where they are and invites them to explore care in a way that feels personal, relevant, and empowering.