Chiropractors were not allowed to advertise, so word of mouth was the only way to get new patients. Insurance plans did not pay chiropractic care, consequently fees had to be within the range of the average person's pocketbook. The chiropractor had to see more patients in order not to starve. All that has changed. For the most part, people are no longer hesitant about going to a chiropractor.
Insurance pays big fees.
It is interesting that many chiropractors who built successful practices by educating patients no longer find it necessary to do so. Those building new practices do not need to educate their patients in order to become successful. You may need to advertise heavily because uneducated patients do not refer. If your idea of a successful practice is treating personal injury cases, bad backs, and stiff necks it is not necessary to educate. For some reason it seems that people with these type of problems naturally gravitate to chiropractic.