Southeastern Healthcare

What Southeastern Healthcare does

Southeastern Healthcare is a privately held, multi-location chiropractic and integrated healthcare practice founded in 1994 by Dr. Maurice Horton in North Wilmington, North Carolina. The practice operates six clinic locations across Wilmington (4), Leland (1), and Shallotte (1), staffed by 10+ licensed chiropractors, and serves individual consumers seeking relief from musculoskeletal conditions including back pain, neck pain, herniated discs, sciatica, sports injuries, and auto accident injuries. The company markets its services under the consumer-facing brand "GoodBack Care" (goodbackcare.com).

The practice's core technology stack consists of specialized therapeutic equipment rather than software. Treatment offerings include traditional chiropractic adjustments, massage therapy, therapeutic modalities, active rehabilitation, spinal decompression using FDA-approved equipment, DRX9000 disc treatment (non-surgical cervical and lumbar decompression), Atlas Orthogonal upper cervical technique, and SoftWave Therapy — an FDA 510K-cleared regenerative medicine modality backed by peer-reviewed studies. Free courtesy van transportation and language interpretation services are offered at all locations to reduce access friction.

The business operates on a fee-for-service professional services model. Patients pay per visit or per treatment plan, with revenue collected either directly from patients or through insurance billing. The practice is in-network with major U.S. insurers including Blue Cross, United Healthcare, Aetna, Cigna, Humana, Medicare, and several others. New patients are offered a free initial consultation. The go-to-market motion is sales-led via direct patient acquisition across physical clinics, supported by local SEO, a health education blog, patient testimonials, and word-of-mouth referrals. The company has no disclosed funding, no app, no public API, and no enterprise customers — revenue is generated entirely from a long-tail of individual patients across the Wilmington metropolitan and Brunswick County area.

Name

Southeastern Healthcare

Legal name

Southeastern Healthcare

Website

https://goodbackcare.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Southeastern Healthcare is a privately held, multi-location chiropractic practice operating six clinics across Wilmington, Leland, and Shallotte in southeastern North Carolina. Founded in 1994 by Dr. Maurice Horton, it serves individual patients with chiropractic care, massage therapy, spinal decompression, and FDA-cleared SoftWave Therapy on a fee-for-service and insurance-billed basis.

Ownership category

akta.pro rank

Product category

Chiropractic and Musculoskeletal Healthcare Services

NAICS

Offices of Chiropractors (62131), Offices of Other Health Practitioners (6213)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

General Chiropractic Care (HSADALAA)

akta.pro secondary industries

Pain Management Chiropractic (Neck/Back/Sciatica) (HSADALAI), Corrective Chiropractic & Spinal Decompression (HSADALAE), Auto Injury & Personal Injury Chiropractic (Whiplash) (HSADALAH), Chiropractic Rehabilitation & Therapeutic Exercise (HSADALAG)

Keywords

• Chiropractic services
• Massage therapy
• Spinal decompression
• Regenerative medicine
• Auto accident injury treatment

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Chiropractic and Healthcare Services: Fee-for-service healthcare revenue model based on patient visits and treatments. Services billed to insurance or patients directly. Multiple treatment types including chiropractic adjustments, massage therapy, spinal decompression, and therapeutic modalities.
2. Accepted Insurance Plans: Revenue collected through insurance billing including Blue Cross, State Teachers, Humana, United Healthcare, Medicare, Medcost, Mailhandlers, Empire Plan, Aetna, Cigna, and AARP.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Southeastern Healthcare is a multi-location chiropractic and integrated healthcare practice that diagnoses and treats musculoskeletal conditions including back pain, neck pain, herniated discs, sciatica, and auto accident injuries. Services span chiropractic adjustments, massage therapy, therapeutic modalities, active rehabilitation, spinal decompression, SoftWave Therapy, and DRX9000 disc treatment, delivered across six physical clinics in southeastern North Carolina.

Product overview

Southeastern Healthcare is a multi-location chiropractic and healthcare practice offering integrated wellness services. The portfolio includes core chiropractic services using advanced diagnostic and treatment equipment, complemented by massage therapy, therapeutic modalities, and active rehabilitation. Specialized treatments include Spinal Decompression, SoftWave Therapy (FDA 510K cleared regenerative medicine), and DRX9000 Disc Treatment. The practice serves patients across six locations in Wilmington, Leland, and Shallotte, NC, with free courtesy van transportation available.

Differentiator

Problem solved

Functional benefit

Brands

• GoodBack Care: The company's consumer-facing brand and website domain (goodbackcare.com) used to market chiropractic and massage therapy services.

Products and services

• Chiropractic Care Chiropractic care using advanced equipment to diagnose and treat back pains, spinal problems, and neck issues through spinal adjustments and manipulations for patients seeking musculoskeletal pain relief.
• Massage Therapy Massage therapy using various techniques to manipulate joints and soft tissue to improve overall body health and increase oxygen supply, complemented with chiropractic care.
• Therapeutic Modalities Physical fitness and wellness-enhancing bodily activities including stretches and therapeutic exercises as part of integrated musculoskeletal care.
• Active Rehab Targeted rehabilitation exercises and movements designed to treat musculoskeletal conditions as part of an integrated recovery program.
• Spinal Decompression Therapy Non-surgical, non-invasive treatment using FDA-approved equipment for long-term back pain, sciatica, and degenerative disc disease, gently elongating the spine to create negative pressure and pull discs back into proper position.
• SoftWave Therapy FDA 510K cleared regenerative medicine therapy backed by hundreds of peer-reviewed studies, used as a non-invasive treatment for tissue healing and pain relief.
• DRX9000 Disc Treatment Specialized non-surgical treatment option using the DRX9000C for relief of neck pain associated with herniated discs, protruding discs, degenerative disc disease, and bulging discs.
• Auto Accident Injury Treatment Specialized treatment services for injuries sustained in car accidents, including neck pain, back pain, and soft tissue damage, with insurance billing support.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor.

• Blue Cross Blue ShieldminorOthersAccepted insurance provider. Patients with Blue Cross coverage can receive chiropractic and massage therapy services with billing processed through insurance.
• United HealthcareminorOthersAccepted insurance provider. Services covered for United Healthcare members including chiropractic care and therapeutic treatments.
• AetnaminorOthersAccepted insurance provider for chiropractic and massage therapy services.
• CignaminorOthersAccepted insurance provider covering chiropractic services and therapeutic treatments.
• HumanaminorOthersAccepted insurance provider for healthcare services including chiropractic care.
• MedicareminorOthersAccepted government health insurance program for eligible chiropractic services.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• The Joint Chiropractic: Largest U.S. chiropractic franchise with hundreds of walk-in retail clinics offering insurance-free adjustments. Comparable as a multi-location chiropractic operator, though it competes on convenience and price rather than advanced equipment like Southeastern.
• HealthSource Chiropractic: Franchised chiropractic network with multi-location clinics offering progressive rehab, decompression, and wellness services. Comparable in clinic-level service breadth and insurance-accepting model.
• 100% Chiropractic: Growing franchise of full-service chiropractic clinics offering adjustments, massage, decompression, and regenerative therapies. Closely comparable service mix to Southeastern, including decompression and advanced modalities.
• ChiroOne Wellness Centers: Midwest-based multi-clinic chiropractic group offering adjustments, therapy, and wellness services. Comparable as a multi-location chiropractic operator with insurance-based revenue model and integrated therapeutic services.
• Tuck Chiropractic Clinic: Regional multi-location chiropractic practice operating across Virginia with integrated rehab and therapy services. Directly comparable as a long-standing, multi-clinic regional operator with similar service portfolio.
• Airrosti: MSK-focused provider using proprietary soft-tissue treatment protocols with technology-enabled outcomes tracking. Comparable target patient (musculoskeletal pain) but differs via cash-pay model and telehealth-enabled delivery.
• AlignLife Chiropractic & Natural Health Center: Franchise of chiropractic and natural health clinics combining adjustments, rehab, and nutrition services. Comparable multi-modality, multi-location chiropractic operator with insurance-based billing.

Regional players

• Carolina Sports & Spine: Regional North Carolina chiropractic practice serving sports injury and chronic pain patients. Comparable as a Southeast U.S. operator with similar sports and auto-injury case mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GoodBackCare
• LinkedInlinkedin.com/company/southeast-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Southeastern Healthcare