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How to get more back pain patients: a plan for practices

A small team at an orthopedic and sports medicine practice in a short morning huddle

Back pain treatment is a service some patients pay for themselves and others ask their insurer about, and how it is described shapes who books and what they expect. Many callers mention a dull ache or sharp pain in the lower back, stiffness, pain that spreads into the buttock or leg, tingling or numbness in a leg, pain that gets in the way of sitting, standing, sleep or family life, or store-bought pain medicine that has not helped. This guide is for owners, coordinators and front desk teams in spine clinics, orthopedic spine practices, physiatry practices, chiropractic practices and physical therapy practices that see low back pain: what MedlinePlus and NIAMS say about back pain, its diagnosis and its treatment, which claims to avoid, and how to turn requests into well-informed evaluations. Here, the clinician, whether an orthopedic spine specialist, a physiatrist, a chiropractor or a physical therapist, evaluates the patient and decides on the treatment plan, and talks it through with the patient.

  1. SearchAn adult looks for care near them.
  2. Your pageWhat you treat, who sees them, one way to book.
  3. Call or formThey call or send a request.
  4. Front deskBooks the visit and never guesses a cause.
  5. Clinical teamThe clinician decides the plan.
How a new patient request reaches your practice.

1. Know what back pain treatment is and is not

The MedlinePlus back pain topic page says “Back pain can range from a dull, constant ache to a sudden, sharp pain.” The MedlinePlus acute low back pain article says “Low back pain refers to pain that you feel in your lower back.” and “You may also have back stiffness, decreased movement of the lower back, and difficulty standing straight.”

Care starts with an evaluation, not a set package of visits. The MedlinePlus back pain doctor visit article says “When you first see your health care provider for back pain, you will be asked about your back pain, including how often and when it occurs and how severe it is.” The MedlinePlus chronic low back pain article says “During the physical exam, your health care provider will try to pinpoint the location of the pain and figure out how it affects your movement.” and “Often, the exact cause of the pain cannot be found.” The NIAMS back pain page says “Treatment varies depending on the cause and symptoms, and often there are several contributing factors.”

Only a licensed clinician evaluates the patient, and the clinician decides whether imaging, blood tests or other tests are needed. The MedlinePlus chronic low back pain article says “Other tests you have depend on your medical history and symptoms.” The front desk does not say whether a caller has sciatica, a disk problem, another back problem or another health problem or which treatment they need.

Some callers wonder whether their back pain comes from something else, or mention other symptoms with it. The MedlinePlus sciatica article says “Sciatica is a symptom of a medical problem.” and “It is not a medical condition by itself.” The MedlinePlus back pain doctor visit article says “You will also be asked if you have other symptoms, which may point to a more serious cause.” The MedlinePlus acute low back pain article says “Contact your provider right away if you have:” and lists “Back pain after a severe blow or fall”, “Burning with urination or blood in your urine”, “A history of cancer”, “Loss of control over urine or stool (incontinence)”, “Pain traveling down your legs below the knee”, “Pain that is worse when you lie down”, “Pain that wakes you up at night”, “Redness or swelling on the back or spine”, “Severe pain that does not allow you to get comfortable”, “Unexplained fever with back pain”, “Weakness or numbness in your buttocks, thigh, leg, or pelvis” and “Difficulty walking or maintaining your balance”. The MedlinePlus sciatica article says “Contact your provider right away if you have:” and lists “Unexplained fever with back pain”, “Back pain after a severe blow or fall”, “Redness or swelling on the back or spine”, “Pain traveling down your legs below the knee”, “Weakness or numbness in your buttocks, thigh, leg, or pelvis”, “Burning with urination or blood in your urine”, “Pain that is worse when you lie down, or awakens you at night”, “Severe pain and you cannot get comfortable” and “Loss of control of urine or stool (incontinence)”. The MedlinePlus chronic low back pain article says “Contact your provider if you have severe back pain that does not go away. Contact them right away if you have numbness, loss of movement, weakness, or bowel or bladder changes.” If a caller reports any of these during the call, tell them MedlinePlus says to contact their provider right away, then tell the clinical team right away so a clinician can speak with the caller. The MedlinePlus back pain topic page says “You should also get medical attention if you have back pain following an injury.” If a caller reports back pain after an injury, tell them MedlinePlus says to get medical attention, then tell the clinical team. The front desk does not say whether back pain is sciatica or comes from another condition, does not judge other symptoms, and does not tell callers which positions, movements or activities to try or avoid; staff note it on the intake form and pass it to the clinician, and pass any other symptoms to the clinical team promptly.

Some callers ask for one specific treatment only, or bring an imaging report or a plan from another clinic. Book the evaluation the same way, give the price, do not promise which treatment the clinician will use or how the plan will look, and do not promise a plan based on an earlier imaging report.

Do not present back pain treatment or a named medicine or technique as the only answer or as a sure fix. The clinician explains the options and decides on the plan with the patient.

Some visits involve a referral, often from a family doctor. The MedlinePlus acute low back pain article says “Your provider will determine whether you need to see a physical therapist and can refer you to one.” Some patients come with a referral from their doctor and some without; staff check what the patient’s plan requires and do not promise anything either way. Make the hand off from referring clinicians easy, and never offer or accept payment for referrals. See also patient referrals for medical practices, how to get more plantar fasciitis patients and how to get more knee arthroscopy patients.

2. Keep claims in line with the risk information

MedlinePlus gives a balanced picture of back pain treatment. Its back pain and sciatica pages point out the limits.

  • the MedlinePlus chronic low back pain article says “Your back pain may not go away completely, or it may get more painful at times.” and the MedlinePlus sciatica article says “Often, sciatica gets better on its own. But it is common for it to return.”;
  • the MedlinePlus sciatica article says “Nerve pain may be very difficult to treat.” and the MedlinePlus sciatica topic page says “In many cases no cause can be found.”

On results, the MedlinePlus chronic low back pain article says “Low back pain can differ from person to person.” The NIAMS back pain page says “The intensity of back pain varies for each person.” Do not promise less pain, an end to back pain, a return to sports or daily activities, a number of visits, a time frame or any other outcome in ads or on the phone.

Treatment choice belongs in the exam room. The MedlinePlus back pain topic page says “Treatment for back pain depends on what kind of pain you have, and what is causing it.” and the MedlinePlus sciatica article says “Additional treatments depend on the condition that is causing the sciatica.” Do not push a named medicine, technique or add-ons; the clinician explains the options after the evaluation and decides on the plan with the patient.

Write about patients with respect. Do not use fear copy about pain getting worse, missed sports, missed family time, losing independence or what other people think, do not blame or shame people about their back pain, posture, fitness, weight, stress or age, and avoid shock images and deadline pressure. The MedlinePlus chronic low back pain article says “Almost everyone has back pain at some time in their life.” and the NIAMS back pain page says “Genetics play a role in some disorders that cause back pain.” Do not use a named medicine or technique as an ad hook, and never advertise or promise any pain medicine or prescription. Keep ad copy aimed at adults, and never target minors in ads or social campaigns. Do not build ad audiences from back pain, sciatica or other health conditions, anxiety, low mood, past treatments, imaging, prescriptions, diagnoses, medicines or other health information.

Be careful with children and teenagers. Some callers will be parents; the NIAMS back pain page says “Anyone can have back pain, and almost everyone will experience back pain at some point in their life.” If a parent calls about a child or a teenager with back pain, do not tell the parent that the child needs back pain treatment or that any treatment will fix it. For a minor, a parent or guardian books and consents, and the clinician decides whether and when treatment makes sense. If you text or email about an appointment for a minor, use the parent’s or guardian’s contact details and consent; see texting patients and the TCPA.

Avoid “pain-free”, “cure”, “permanent relief”, “no surgery”, “minimally invasive”, “spinal decompression”, “adjustments”, “spinal manipulation”, “traction”, “epidural steroid injections”, “nerve block”, “radiofrequency ablation”, “spinal fusion”, “muscle relaxants”, “back brace”, “risk-free”, “guaranteed results”, “insurance will cover it”, “no referral needed” and “FDA-approved”. Better: “the clinician will ask about your back pain and what you have tried, examine you, explain the options and decide on a treatment plan with you”.

3. Answer first-call questions honestly

  • How much does it cost? Give a clear starting price, say what it includes (the evaluation, follow-up visits, any in-office treatment, whether medicines and tests are extra) and that what the clinician finds, the treatment plan the clinician recommends and how many visits it includes affect the total. Say whether the evaluation, follow-up visits and any in-office treatment are priced separately.
  • Does insurance pay? Do not promise coverage. Coverage varies by plan, so the practice checks each patient’s plan.
  • Do I need back pain treatment? “We cannot tell that on the phone. The clinician will ask about your back pain, where it is and how it feels, how long you have had it, what you have already tried, your health and medicines, examine you and talk with you about the options and whether treatment makes sense.”
  • Can I be treated if I am pregnant or take other medicines? Do not answer either way. Pregnancy, breastfeeding, plans to become pregnant and current medicines are questions for the clinician; staff note them on the intake form and the clinician talks them through at the evaluation.
  • Who does the work? Give the clinician’s name and real credentials. Let callers check them with the state licensing board.

When a caller asks about insurance, staff take the plan details and say the practice will check; they never say the treatment will be covered.

Leave screening to the clinician. Your intake form can ask the patient’s age, the reason for the visit, where the pain is and what it feels like, whether it spreads into the buttock or leg, how long the patient has had it, any other symptoms with the pain, what has been tried, past back pain treatments, any imaging reports, any referral from the patient’s doctor, the referring clinician, current medicines, health conditions and whether the patient is pregnant, breastfeeding or planning a pregnancy; for a minor, the parent or guardian fills it in. The MedlinePlus back pain doctor visit article lists questions such as “Is this the first time you have had back pain?”, “Do you feel the pain anywhere else, such as in your hip, thigh, leg or feet?” and “What makes you feel better?” Never tell a caller to stop a medicine by a certain date, and never suggest a medicine, a product, a device or a home remedy. Back care advice is for the clinician to give. The front desk does not judge how urgent a call is. Pass any report of back pain that is different from earlier episodes and feels worse, back pain that has gone on longer than the caller expected or is not getting better, severe back pain that does not go away, losing weight without trying, any new or unusual problem while using a back pain medicine, symptoms that get worse, or a caller who says they feel low, anxious, stressed or overwhelmed about their back pain to the clinical team promptly. If a caller says they are thinking about killing or hurting themselves, stay with them and tell them to dial 911 if it is an emergency or to call or text the 988 Suicide and Crisis Lifeline at 988, as MedlinePlus advises, then tell the clinical team. The MedlinePlus acute low back pain article says “Also contact your provider if:” and lists “You have been losing weight unintentionally”, “You use steroids or inject drugs”, “You have had back pain before, but this episode is different and feels worse” and “This episode of back pain has lasted longer than 4 weeks”. The MedlinePlus sciatica article says “Also contact your provider if:” and lists “You have been losing weight unintentionally (not on purpose)”, “You use steroids or inject illicit drugs”, “You have had back pain before, but this episode is different and feels worse” and “This episode of back pain has lasted longer than 4 weeks”. If a caller reports any of the signs listed in section 1 under “Contact your provider right away if you have:” during the call, tell them MedlinePlus says to contact their provider right away, then tell the clinical team right away. The clinician decides whether someone is a candidate and which treatment is suitable. Front desk staff only collect the answers. Use the new patient phone script for the rest of the call, and book the evaluation, not the treatment, while the caller is on the line.

4. Plan the evaluation, treatment visits and follow-up

The MedlinePlus back pain doctor visit article says “Your provider will perform a physical exam to try to find the exact location of your pain, and determine how it affects your movement.” The MedlinePlus sciatica article says “Tests are often not needed unless pain is severe or long-lasting.” Tell callers that the choice of care comes after the exam.

Make second opinions easy, and give patients time to talk through the plan, care at home and any medicines with the clinician first.

For the evaluation and treatment visits, ask your clinicians for written notes on preparing for the visit, what to bring, such as a list of current medicines and any earlier imaging reports, any referral the patient’s plan asks for, care at home as the clinician sets it, warning signs and follow-up visits. The MedlinePlus chronic low back pain article says “Follow your provider’s advice on treatment and self-care measures.” Share them with callers and parents early. Aftercare depends on the treatment; the clinician gives exact instructions and sets the follow-up schedule.

5. Price, finance and follow up

  • Self-pay patients may be entitled to a good faith estimate; see the good faith estimate guide.
  • If you advertise a discount, follow advertising prices and specials. Avoid deadline pressure on a treatment decision.
  • If you offer financing, follow the patient financing guide.
  • Before-and-after photos need written authorization and honest comparisons; see before-and-after photos. FTC guides treat a patient’s result as typical unless you disclose what patients can generally expect.
  • Follow up after the evaluation without pressure; see consultation to treatment. Track back pain treatment requests and referrals separately, from request to evaluation to treatment, and keep the notes the clinician needs for follow-up visits.

Where MediLeadGen fits

MediLeadGen sends practices requests from people interested in cash-pay elective treatments. Each request goes to one practice only, with the person’s consent naming that practice, at a fixed price per delivered request.

See how it works for practices

Questions practices ask

How do we get more back pain patients?

Answer requests quickly, give clear prices and what they include, introduce the clinician by real credentials, keep claims in line with the risk information, make referrals and second opinions easy, and book an evaluation where the clinician can ask about the back pain, where it is and how it feels, any other symptoms, how long it has been there and what has been tried, examine the patient and explain the options before deciding on a treatment plan.

Can we promise callers less back pain or an end to back pain?

No. MedlinePlus says that low back pain can differ from person to person, that back pain may not go away completely or may get more painful at times, and that sciatica often gets better on its own but commonly returns. Staff collect intake answers only, and the clinician decides on the treatment plan with the patient after the evaluation.

What should the front desk do when a caller reports leg numbness, bladder or bowel changes, a fall or other symptoms with the back pain?

Collect the intake answers and pass any report of back pain that is different from earlier episodes and feels worse, back pain that has gone on longer than the caller expected or is not getting better, severe back pain that does not go away, losing weight without trying, any new or unusual problem while using a back pain medicine, symptoms that get worse, or a caller who says they feel low, anxious, stressed or overwhelmed about their back pain to the clinical team promptly. If a caller reports back pain after a severe blow or fall, loss of control over urine or stool, unexplained fever with back pain, weakness or numbness in the buttocks, thigh, leg, or pelvis, numbness, loss of movement, weakness, or bowel or bladder changes, difficulty walking or maintaining balance, pain traveling down the legs below the knee, pain that is worse when lying down or wakes them up at night, redness or swelling on the back or spine, burning with urination or blood in the urine, or severe pain that does not allow them to get comfortable during the call, tell them MedlinePlus says to contact their provider right away, then tell the clinical team right away. If a caller reports back pain after an injury, tell them MedlinePlus says to get medical attention, then tell the clinical team. If a caller says they are thinking about killing or hurting themselves, stay with them and tell them to dial 911 if it is an emergency or to call or text the 988 Suicide and Crisis Lifeline at 988, as MedlinePlus advises, then tell the clinical team. The front desk does not judge how urgent a call is, say whether back pain is sciatica or comes from another condition or whether a symptom is serious, or suggest a treatment, product or medicine; the clinician decides.

Does insurance cover back pain treatment?

Coverage varies by plan. Check each patient’s plan, and do not promise coverage in ads or on the phone.

General information for practice teams, not legal or clinical advice. Check device labeling, FDA requirements, state rules and your advertising with counsel and your clinicians. Last reviewed October 2026.

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