IRL Matters More Than Ever: Real-Life Connections in the Age of AI
By Michael Dorausch, D.C.
As we roll through 2026, AI is beginning to shape much of chiropractic marketing. From SEO strategies and geo-targeted domains to Google Q&A optimization, we’re seeing it all. Planet Chiropractic has covered these digital shifts extensively. They’re powerful tools for visibility in a crowded online world.
Yet, after nearly 30 years running this platform and practicing chiropractic, I’m convinced of one thing: In Real Life (IRL) connections remain essential. In the age of AI, they’re arguably more important than ever.
The Timeless Foundations of Practice Growth
Back in the 1990s, when Planet Chiropractic launched, practice building relied on community presence:
- Setting up spinal screenings at malls, farmers’ markets, health fairs, or local events
- Handing out business cards
- Sponsoring community events
- Volunteering time and services
These methods created genuine interactions, built trust, and drove patient growth through word-of-mouth. Screenings and community booths were staples in growing a volume practice, and they still are effective today. People experience the chiropractic approach firsthand, leading to appointments and referrals.
My Journey: Volunteering That Opened Doors
My own path into extreme sports chiropractic started with simple volunteering in the community.
In 2001, a bike ride through Venice Beach sparked a 10+ year run delivering chiropractic care in the extreme sports world. I began offering adjustments at local events like skateboarding, BMX, surf contests, volleyball tournaments, and running. Most events took place in Venice, Santa Monica, and Marina del Rey.
Those local volunteer efforts snowballed into years of providing care at X Games in Los Angeles and other action sports events. Looking back I can tell you that real-life service in the community created opportunities no online presence could match.
Authenticity in an AI-Driven World
Today, AI generates content, optimizes sites, and predicts trends. Digital tools dominate, but they can’t replace the human touch – an adjustment, a conversation, or showing up to serve. Be wary of the “social profile phony”: a polished online persona that doesn’t align in person. Patients sense the inauthenticity. Remember, everything is founded on TONE. True growth stems from being real: volunteering, screening, sponsoring local causes, and engaging face-to-face.
The Call to Action
Serve your community genuinely. It could be at a skatepark, health fair, school event, or other local event. Get out there IRL. Build connections that last, foster trust AI can’t replicate, and watch your practice thrive. The heart of chiropractic has always been human connection. In 2026 and beyond, that remains our greatest strength.
Michael Dorausch, D.C. is a chiropractor, founder of Planet Chiropractic, and longtime advocate for community-centered practice growth.
