About Matt MacLeod | Keystone Strategy AI

Not a chiro marketing agency. One systems guy who answers his own email.

Matt MacLeod, founder of Keystone Strategy AI

I'm Matt MacLeod. For 17 years I've built search and conversion infrastructure at enterprise scale — currently leading organic and AI search across a 50+ property international hospitality and entertainment portfolio, previously running a 77-country site migration for a global software company. My day job is the machinery that turns interest into show-ups, at a scale where being wrong costs real money.

Keystone Strategy AI is me bringing that machinery to chiropractic practices across the country — specifically, to the least glamorous and most valuable gap in practice marketing: what happens after a patient stops coming in.

Two things I am not: I'm not a practice management company, and I'm not going to teach your team scripts. I build follow-up infrastructure — reactivation sequences, booking, no-show prevention — in accounts you control. You run your practice.

Everything installs and runs remotely — your practice software, your accounts, screen-share walkthroughs — so it works the same whether you're in Atlanta or Anchorage.

A profession that paid full price for patients and was never given a system to keep them.

Chiropractic has a structural quirk: care is episodic. Patients come in with pain, get better, and drift — not because care failed, but because it worked. The practice software quietly accumulates years of those records. Meanwhile, every marketing vendor in the profession sells the same thing: more strangers, at cold-traffic prices, with the follow-up burden dumped on your front desk.

I got here by reading what practice owners actually say to each other — hundreds of threads of owners comparing agencies, no-show rates, and burnout. The same wound appears over and over: the leads came, nobody could handle the follow-up, the schedule leaked, the retainer outlived the results. Nobody was building the boring part. The boring part is the whole game.

So that's the business: the boring part, built properly, measured honestly, in accounts you own.

Four operating principles

Your math beats my pitch. Every engagement starts with your numbers — list size, visit value, realistic response rates. If the math doesn't clear, I say so and we stop. The calculator is public for exactly this reason.

Show-ups are the only metric. Not leads, not impressions, not "engagement." Visits that happened, from names you recognize, verifiable in your own software.

You own everything. Sequences, calendar, automations — built in your accounts. If we part ways, it all keeps running. A vendor relationship should survive on results, not on hostage-taking.

Board-safe or it doesn't send. Every message is screened against your state board's advertising rules and messaging-consent requirements — state by state, not boilerplate. Nothing in this engagement will put you in a conversation with your board.

Not a chiro marketing agency. One systems guy who answers his own email.

A profession that paid full price for patients and was never given a system to keep them.

Four operating principles

Start with your number, not my pitch.