business management

Recipe For Chiropractic Practice Success – The top ten ingredients.

  • Don’t treat patients on the first visit. (Acute care is an exception)

  • Make sure every patient is multiple scheduled for the duration of their chosen treatment plan.

  • Cluster book multiple patients rather than scattering them across your day.

  • Have a yearly chiropractic marketing calendar, scheduling/planning for at least 2 internal promos and 1 external promo per month.

  • Strategically place referral prompts.

  • Publicly and privately reward patient referrals.

  • Visualize a busy practice with abundance, pray for it, write it, repeat it, and believe it.

  • Hold a chiropractic orientation/wellness class at least twice monthly. Make it a part of your recommendations to your patient. Close with an offer and call to action.
  • Never stop improving your technical skills, communication abilities, and loving service to your patients!

Practice on,

Dr Tom Potisk

Categories: business management, Report of Findings


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New chiropractic advertising book | Chiropractic Marketing Power: 25 Tips to Explode Your Practice Now

A new book for doctors about marketing and advertising for chiropractic practices is in development.

“If your business is not worth advertising, then you should advertise it for sale.” – BJ Palmer

The focus of the book is new patients, patient retention, and patient reactivation/recall to help DCs prosper, thrive, and reach more of their community with the wondrous gift of chiropractic.

Contributions of content are welcome from those with proven products, procedures, systems, and experience with expansion of chiropractic practices.

Chapters include but are not limited to:

  • Why market your practice?
  • External events/promotions
  • Internal events/promotions
  • Social media/internet
  • Community involvement
  • Strategies
  • Patient education
  • Patient reactivation/recall
  • SEO
  • PI Marketing
  • Para-professional Networking
  • Ultimate Spinal Screenings
  • Workshops
  • Direst mail
  • Testimonials
  • Videos

Contributions of content are limited to 500 -1500 words and are welcome to contain links and contact information for purchasing of products and services. Email submissions before the deadline of September 1, 2013 to the author Dr Tom Potisk.

Here is the brief introduction for the book:
Introduction: Chiropractic Marketing Power

I bet you are a lot like me- we hate getting stuck. Whether its stuck waiting for an airplane,  in the snow, in a traffic jam, standing in a slow moving line, or even in some relationships. That frustrating feeling of not going anywhere is the same pain many chiropractors feel with their practices.

Occasionally I meet a DC who seems content with or at least accepting of their level of stagnation, perhaps having maxed out their mastery of their technique, communication, or management skills. But they don’t stay content for long, eventually succumbing to the non-stop forces of inflation and/or competition.

So, what can a doctor do?  Is there a solution to keeping our hard earned reputations and levels of productivity and income from gradually fading? Yep, and it’s done using proven and powerful marketing techniques.

Marketing is to a chiropractic practice like gasoline is to a car. Sure, a car can keep coasting for a while even after running out of gas, and it may even pick up speed if going downhill, but without gas it eventually slows and stops. Likewise, a chiropractic practice can coast sometimes quite nicely especially when the economy or insurance are good, but without consistent and well done marketing it will never attain an unshakeable level of prosperity and thrive perpetually.

There is no shame in ethical marketing.  Why wouldn’t a DC want more people to know what chiropractic and their practice can offer?  There is no doubt that referrals from satisfied patients sustain and grow a practice like nothing else – that’s a given; but consider the concept that relying and depending on just that is darn right selfish!  What about all the other suffering people in your community that may never hear about you or even worse – the beauty of chiropractic health care? And lets not forget that marketing stimulates referrals – sweet!

You and I have an obligation to reach out with our “sacred trust” of chiropractic, not just in our practices but to each and every member of our community. It’s a wonderful gift worthy of sharing.

I invite and challenge you to join me on this journey, not to just build big practices or incomes,  but to someday end our careers with huge smiles knowing that we did all we could to help humanity with the gift we’ve been blessed.

“If your practice is not worth being advertised; then you should advertise it for sale.” – BJ Palmer.

The proven tips in this book have been carefully selected from leading marketing experts.  Read these with excitement and anticipation. Know that implementing even just one will help open opportunities for many more people to learn about you, your practice, and experience the miracles of chiropractic.

Now that is powerful!

-Dr Tom Potisk

P.S. Feel welcome to check out additional Books by Dr Tom Potisk

Categories: business management, chiropractic book, marketing/advertising, new patients, patient education


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Are you a “likeable” chiropractor?

The consensus of experts is that “likeability” is an extremely important component of one’s success. This applies not only to political candidates but also Doctors of Chiropractic and their chiropractic practices.

The Washington Post and Fox news recently ran news reports about the likeability of the presidential candidates. NPR even featured an hour long radio broadcast named “The Presidential Race: Does Likeability Matter?

Are you likeable, Mr. or Ms. Chiropractor?

As I consult with and counsel DCs across the nation, I’ve become very aware of the significance of this personal quality.

You might already have guessed that one’s likeability by the public is very much related to one’s like or unlike of self. Sometimes it’s conscious and sometimes it’s subconscious.  This is often not easy to determine.  So, I developed a simple and free self-rating test that I call the Chiropractor’s Success Test.

This comprehensive series of questions is a great self-evaluation tool. DCs have been emailing me their scores, and I’m compiling them for rating one’s self against one’s peers.  The average score is highly surprising and I’ll be happy to share it with you, but I require you to provide your score (kept confidential of course) so that I can continue to increase the sample size and compile a more accurate average.

So, can one improve their likeability? I’m happy to answer with a resounding “YES”, and even more delighted that I’ve seen practices zoom and sore as a result.

How can you improve? I’ve developed a unique process. Here again I’ve made it as easy as possible, providing 3 simple and inexpensive solutions. I call it An Adjustment for a Chiropractor’s Head.

If you’re like most DCs you’ve been battling to build, grow, or perhaps even just maintain your practice. Don’t spend another moment, a dollar, or an ounce of energy on it without becoming more likeable. It’s a winning and proven strategy.

Please like and share this article to help spread the word.

Practice on!

Dr Tom Potisk

PS Be sure and get my free practicing boosting reports on the right sidebar of this website.

PPS Be sure and “LIKE” my Facebook fan page DownToEarthDoctor .

Categories: business management, identity, new patients, practice management


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Pink Slime in Chiropractic: 2 Observations to Chew On

Pink slime is all over the news lately! And it reminds me of something going on in the chiropractic profession.

In case you have not heard, pink slime is technically called lean finely textured beef and it’s produced under the watchful eye of USDA inspectors and according to strict federal rules. It’s an additive mixed in to ground beef done for economic reasons, creating more ground beef for less money by utilizing the scraps and trimmings that would normally be discarded.

Smart business!

Don’t worry, I’m not advocating you eat more meat with or even without pink slime, but there are some interesting lessons here about additives.

So how does this relate to chiropractic business? Well, there are some who believe chiropractic care should be delivered pure and with no additives – these people are called straights. And then there are those who believe there are helpful additives that can enhance chiropractic care – these people are called mixers.

The straights argue that chiropractic works so well that any additives will diminish its effectiveness and confuse the public about what chiropractic really is.

After 30 years in the chiropractic profession, operating a large multi-DC family practice, I’ve come to the following conclusions on this matter:

1)      Some patients do well with nothing more than a chiropractic adjustment. There is a time and place for straight chiropractic.

2)      Some patients don’t get what they want with nothing more than a chiropractic adjustment. There is a time and place for mixing with additives like exercise rehab, nutrition, massage, myofascial release, lifestyle modification counseling, and other modalities.

It all comes down to intention. What is the intention of doing straight chiropractic or mixing? Is it to help the patient, impress the patient, or make money? If the intention is good (helping the patient) then both straight and mixed chiropractic has its benefits. Both patients and doctors are not dumb. For the doctor, the focus has to be foremost on helping the patient. I had great success with taking the time to explain to patients what I see wrong with their bodies and what was needed to help them. Some needed nothing more than an adjustment, and some needed more than just an adjustment.

And to those who fear that patients will want to forgo a chiropractic adjustment and instead choose just the additives, I can tell you that I never saw that happen even once in my long career. When explained correctly and thoroughly, nothing supersedes the chiropractic adjustment, and patients want it, but many at times need a bit more than that.

And to you straights who think all is well with your strict approach, I can tell you about many people I’ve met who will never go to a chiropractor again because of that kind of fanaticism. As Greg Stanley likes to tease “Some DCs want us to believe that the hip bone is connected to the universe.” LOL!

Are there some doctors who abuse the additives just to make more money? Yes, but it’s the exception not the rule. And misbehavior like that will catch up to them. If you, doctor, are guilty of that – STOP IT IMMEDIATELY!

In regards to pink slime, there is a time and place for it both in meat processing and in chiropractic. The gross sounding name is more of a problem than the additive itself. People are not dumb; explain what your product is and let them choose.

Thus, it comes down to intention.  Doctors and meat processors with integrity will have good intentions with their products.

Hey doctor. I don’t care if you are a straight or a mixer. I do care about your intention.  Your patients are expecting and deserving that you to have it right.

Practice on!

Dr Tom Potisk

PS Be sure and get my free practicing boosting reports on the right sidebar of this website.

PPS Want some individualized assistance/coaching? Check out for help with chiropractic practice marketing and management.

PPPS Have you seen my other blogs – About Dr Tom Potisk and Holistic Health and Healing?

Categories: business management, practice management


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