Doc,
I don’t claim to be the be-all and end-all of Chiropractic.
Far from it.
But for over 25 years, I’ve interacted with D.C.s, Chiropractic College Instructors, Chiropractic Researchers, and D.C.s from all over the world.
I knew many of today’s chiropractic “consultants” and marketing “experts” before they became what they claim.
…Even before they succeeded in practice… when they struggled and searched me out for help.
I know what goes on behind the scenes… and in Chiropractic, perception is far from reality.
What you think “works” doesn’t and what you think won’t “work” does.
Yes, in many cases, if you just do opposite of what seemingly everybody else is doing, you’ll do a whole lot better.
Over the decades, I’ve observed Chiropractic Industry patterns and cycles and can see what’s coming down the pike, what’s dying fast, and what’s here to stay.
…and here’s what I’ve learned:
- It’s virtually impossible to create markets—not impossible, but nearly so.
- The more skill that it requires to sell, explain, or defend… the smaller the market is for it and/or the more controversial it becomes.
- If it isn’t Chiropractic, it isn’t Chiropractic. Never forget what business you’re in.
- Chiropractic is what the current market says that it is.
- Herd mentalities in Chiropractic bring Chiropractors together but repel consumers.
- Over time, practices can become complex and less profitable. Simplicity, low overhead, practice positioning, message clarity, and perceived value are difficult to create and maintain but should always be the goal.
- Don’t fool yourself, consumers care less about you, me, or Chiropractic.
…They barely care about themselves.
So don’t take Chiropractic or you too seriously.
Take the market seriously.
Respect it as it is.
Accept it as it is.
Serve it as it is.
