chiropractic book

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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Why Asking for Chiropractic Referrals is a Farse – 3 Better Ways to Build a Stellar Practice.

Asking for referrals in a chiropractic practice?


Let me get this straight. If I am your patient, sometime during the course of my care you are going to ask me or even pressure me to tell others about you and your office?

Hah! No wonder you have to resort to asking for referrals. You are irritating, offending and quite likely driving patients away from your practice. Don’t do it!

Let me tell you that I built one of the top chiropractic family practices in the world, with dozens of referrals monthly, and I never asked for a referral  during all of those 25 years. Yep, I never asked for even one, didn’t need to.

I did not have to ask for referrals and neither do you if you do these 3 things:

1)      Be trustable. In our current era, more than ever, the public is seeking professionals they can trust. There has never been a better opportunity to build a monumental practice than right now, and the foundation of that is your integrity. If you are misbehaving in any way, perhaps billing inappropriately, hiding money, prescribing unnecessary services, or involved in an illicit relationship, you are not fooling anybody. Your patients and staff can subconsciously sense it. Your misdeeds will catch up with you if they aren’t already. Manage yourself before you attempt practice management.

2)      Deliver exceptional service. The goal is to inspire your patients to say to their friends, relatives and co-workers “Hey, you’ve got to see my Chiropractor!” This requires you to do things that continually perfect your skills of adjusting, communication, inter-personal relationship building, sincerity, enthusiasm and even loving assertiveness. This is called craftsmanship, and it is chiropractic marketing at it’s best.

3)      Become more comfortable in your own skin. How can you expect people to love you if you don’t fully love yourself?  This requires inflection, self evaluation, persistence, and forgiveness of yourself and others. Seek professional help if necessary. This step is likely the most difficult of the three but is the most valuable. Start by asking somebody you can trust to rate you on your authenticity. Be prepared for the painful truth; and then your denial. As painful as this step maybe, I guarantee you that your patients, staff, and loved ones will appreciate your efforts.

Notice these three steps involve creating a better you. It’s easy to look outward and blame others, the economy, the regulations, or even politics for your lack of success. But I challenge to try looking inward for a change. I started out in practice as nothing less than a “mess”. With time and persistent effort I transformed and excelled beyond my wildest imagination.

I did it; you’re next!

There are several other important things you need to do to thrive. Why reinvent the wheel? Let me tell you exactly the easy –to-implement path I followed in my new book for Chiropractors called Reclaim the Joy of Practice: An Advanced Guide for Advancing Doctors. I wrote it to help you.

Practice on,

Dr Tom Potisk

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

PPS Have you seen my other blogs – and

See more chiropractic books.

Categories: chiropractic book, marketing/advertising, referrals


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Best Book for Doctors Including Chiropractors

The best doctor’s eBook for more joy and success is called Reclaim the Joy of Practice: An Advanced Guide for Advancing Doctors.

And for a limited time, I’m including 2 bonuses: the Workbook/Study Guide and the unique document How to Get Your Foot in the Door for More Presentations and Screenings with the purchase!


I’m the author, Dr Tom Potisk, but it’s not just me who is saying it’s the best book; I hear the praise  frequently from those who read it or from those who listen to my presentations about it. Thanks gang!

Here a few testimonials and endorsements:

“Dr. Tom’s program and book is fantastic! I laughed, I cried, and I went back to my practice with a new, deeper sense of dedication and confidence. All doctors need to hear his message!” – Dr. Donna Stackpool, Lake Geneva WI

“Reclaim the Joy of Practice was an amazing presentation!  Dr. Potisk made the evening fun and enlightening with great tips on how to stay happy and truly enjoy Chiropractic.  I loved the history references with BJ.  It was a great reminder of how generations past fought for Chiropractic and how we need to honor them and the profession AND continue the passion.  Thanks Dr. Potisk for lighting the fire again!” – Tara Gill DC, Delevan WI

” After 36 years in practice, I’ve heard dozens of great speakers.  Last night Dr. Tom Potisk gave one of the most stirring and compassionate presentations I’ve ever experienced.  I left the room inspired  and with a new  sense of dedication to this great profession. His book, Reclaim the Joy of Practice is right on the mark and the best book for doctors!” – Jerry Zelm DC, Oconomowoc WI

After 25 years as an ultra-successful chiropractor operating a busy multi-DC  family practice, I sat down to write this book with one goal in mind – to help other doctors, especially Doctors of Chiropractic be successful so they in turn can help more patients.

As I conversed with and coached many DCs across the country I noticed some recurring issues with marketingpatient management, staff management, marketing, liability, self-confidence, stress and professional burn-out, financial management, communication difficulties, and retirement struggles. I mastered all those issues and thrived with the solutions I developed. I’m happy to share those solutions with others.

The book was quite easy to write because it’s all true, easy-to-implement, and proven. My last sentence at the end of the conclusion is “I did it; you’re next!”I believe any doctor can enjoy the same success I’ve had by learning and using this information.

Don’t practice another day without this!


Here is a peak at the Table of Contents so you can see what “I did”:

Introduction 3

1. Invent Thyself 6
Following giants
Cert or squirt
Action steps

2. Heal Thyself 14
Exercise can be fun not work
Exercises to avoid
Enjoying eating
Fresh foods/gardening
Food recommendations
Structure based healthcare
Are you an Eeyore or a Tigger?
Get the big idea
Action Steps

3. Disconnect Thyself 68
Become a vacation expert
Quickie escapes
Really relax
Delegate to escape
Action Steps

4. Protect Thyself 79
Build a large fan base
Be open minded
Invest like a kindergartner
Action Steps

5. Anchor Thyself 90
Control with a purpose
Strengthen your foundation
Temperaments/body types/tones
Identify and act
Love your fellow mankind
Action steps

6. Fortress Thyself 102
Building trust
Over deliver
Patient centered
Pour on the Coals
The A-OK approach
Reinvent yourself regularly
Action steps

7. Express Thyself 112
Present time consciousness
Reach and withdraw
Blow your horn
Build bridges not tunnels
Patient of the month
Office newsletter
Action steps

8. Withdraw Thyself 121
See the end first
Do not ever stop working/learning
Retire in practice
Don not burn any bridges
Share your experience
Maintain your wellbeing
Super seniors
Action steps

Conclusion 135
Common Q & A 137
3 Unique Marketing and Promotional Ideas 139
Chiro-to-Chiro mentoring/consulting 155
Research 156
Bio – Dr. Tom Potisk 156
The Chiropractor’s Prayer 157

-copyright 2010 Dr Thomas Potisk

Hey doctor, will you be next?

“My practice and joy are soaring after reading this eBook, thanks!” – Brian Trautman DC

And for a limited time, I’m including 2 bonuses: the Workbook/Study Guide and the unique document How to Get Your Foot in the Door for More Presentations and Screenings with the purchase!


Be sure and get the 3 free practice boosting reports I offer on the right side of the page.

Practice On!

Dr Tom Potisk

P.S.And see even more chiropractic books here.

Categories: chiropractic book, Reclaim the Joy book.


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Chiropractic Patient Education: A new 5 step, 15 second technique!

Chiropractic patient education is necessary, worthwhile, and vital for a thriving practice. But there are some difficult truths that you must know before you embark on the typical expensive, stressful and time consuming programs offered.

I saw an advertisement in a chiropractic periodical that tells me that if I implement this particular company’s patient education program all my troubles will be solved. I bought it, spending thousands of dollars, and I had to close my office to travel to the seminar. The material was great, very motivating and inspiring to me. Then I find out I have to spend hundreds more to buy this company’s brochures, newsletters, handouts, etc. Even worse,  I find out this is very time consuming to implement in my office. On top of all that I find out that it overwhelms my patients, even driving them away. One guy even asked me “Am I getting indoctrinated into a cult?” Sound familiar?

After 25 years I found a much better solution. It’s far less expensive, involves little or no time, no stress, and patients love it!

I call it Wellness Wins! It’s a handbook for patients. My co-author and I purposely designed it to solve the patient education frustrations we experienced during our 46 years of combined experience as DCs.


The solution is a 5 step technique  I call “4 eyes, 2 sentences and an elbow extension”. It takes exactly 15 seconds!

Step #1) Look your patient squarely in the eyes.

Step #2) Say this “I want to sincerely thank you for trusting me and allowing me to provide your chiropractic care”.

Step #3) Extend your elbow by handing them a crisp copy of the fabulous new patient education handbook Wellness Wins.

Step #4) Say this “Here is a gift – a book that will explain how you can get and stay healthier than you ever thought possible”.

Step #5) Get back to adjusting patients with your special God-given unique talents.

It’s that easy. I’m not kidding. Listen doc, you don’t have time to do more. And I can assure you the patients do not want to hear your rant about conventional medicine, side effects of drugs, universal intelligence, the nervous system, birth trauma causing subluxations, etc. That has all been tried for years and the net result has been an overall decline in chiropractic practices worldwide.

Now, you can certainly add to this by referring to the Wellness Wins chiropractic book during your table talk, asking patients questions about the books content, or giving a lay lecture or class periodically. In fact I have a Wellness Wins PowerPoint presentation available for you if needed.

Here is a peak at theTable of Contents:

Wellness Wins: A Simple Guide to a Healthier, Happier Life

By Dr. Tom Potisk and Dr. Jerry Zelm


Chapter 1…Release your inner healing power

Chapter 2…Lets have some fun

Chapter 3…You are what you eat

Chapter 4…Controlling stress in your life

Chapter 5…Exercise your way to health

Chapter 6…The essentials of sleep

Chapter 7…The dangers of prescription and over the counter drugs

Chapter 8…Control your habits… control your life

Chapter 9… How your faith affects your health

Chapter 10… A new beginning…one step at a time


Recommended Reading

This 46 page handbook teaches your patient everything you want them to know in an easy to understand, entertaining, friendly and inspiring manner.

The handbook and related PowerPoint programs are available by contacting me at or 262-835-1767. I have several purchasing options available to suit any doctors needs.

See more chiropractic books.

Categories: chiropractic book, patient education, Uncategorized


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Chiropractor Commits Suicide: 10 Tips for the Rest of Us

Chiropractor and suicide are two words that don’t belong in the same sentence. Sadly I recently learned of another DC who took his own life . May God bring some peace to the family.

This was the second suicide of a chiropractor that I’ve heard about this year. I knew both these doctors but had not had any contact with them for several years. Both these docs were known to be excellent clinicians, but those who knew them more closely and recently told me  that part of their difficulty was having a struggling practice. A sad ending.

I wish now that I would have kept in touch, assisted them, consoled them, or provided whatever help I could to prevent the tragedy. I bet you wish you could have helped also.

The next best thing I can do is share with you, what I would have told them. So here are a few important thoughts that all DCs need to keep in mind as we navigate our way through the jungle of being a chiropractor.

1)      It’s all a bunch of crap! LOL! I bet you didn’t expect that. It’s a line my dad use to say, not to be taken literally, but meaning that no problem is so serious that you have to end your life over it. BJ Palmer’s most famous epitaph is “Don’t take yourself too damn seriously!” – (he hung that sign over the Men’s urinal!). Sure, you’ve dedicated your life to chiropractic, perhaps you’re in deep debt because of it, and no doubt people are looking up to you and depending on you to be a success; but success is not all about money, big house, fancy cars etc. No, success means you and I keep going through the thick and thin of it all, through the lean times, through the lawsuits, through the insurance payment reductions, the managed care, the never ending loads of paperwork, regulations, staff turnovers, and occasional hostile patients. We keep on keeping on no matter what. That’s what wins wars, marathons, and contests.  It’s what holds marriages together, nations, and religions that have survived for centuries. It’s what has kept the entire profession of chiropractic going for over a century. We need each and every DC to keep on keeping on! You are part of the family and families stick together. It’s a “no fail” situation. The public needs you, period!

2)      This is the noblest of professions. It truly is. I place it above being a brain surgeon, rocket scientist, pastor, or politician. I’m not kidding. This principle that real health comes from within as a gift from God is profound and unique. Next to the Jesus story, this chiropractic story is the best I know of on the planet. It’s no surprise that most of the population doesn’t get it, yet. It’s the ‘yet” that excites me and should do the same for you. The potential help that chiropractic can provide the world’s population is stunning. The opportunities for us are mind-boggling. So be grateful that God has blessed you and me with this chiropractic principle, even with all the difficulties that can come with it. You’ve been called; do you realize that? Yep! And it’s grand.

3)      Embrace the frustration. We all feel it. Consider it another blessing – a call to action. I know it’s frustrating when some patients don’t show up, don’t pay, just want their back pain relieved, and  then call you on a Sunday evening for an emergency. When you are dealing with people, this activity is expected from a few of them. When you accept people as they are then all or most of the frustration vanishes. Keep tweaking your procedures and policies, keeping them customer friendly, to minimize these frustrations. All professions face this same challenge.

4)      Speak up. By this I mean 2 things. First, freely share your gift of enlightenment about real health with your community, what it is, how to get it and how to keep it. You will likely feel enormous relief by sharing that gift. For most of us, it’s our calling to be messengers. Keep in mind that it often falls on deaf ears. All we can really do is plant the seeds. But communicating the message brings amazing fulfillment. Secondly, tell your trusted friends, colleagues  and family of your difficulties and frustrations. Don’t be afraid to ask for help. Seek professional assistance. I did many times.  My favorite practice management coaching service is PM&A. The solutions will likely come from those who have faced the same challenges.

5)        Make changes. The world has been in continual change since its creation. You and I have to change along with it. This includes not only updating your office, your staff, your equipment, and your procedures; it also and most importantly means updating “you”. Take an attitude of continual learning for a lifetime. Take some classes in the evenings, read books, watch training videos, or get a new certification. Continually, tweak you consultations, examination, xray analysis, and adjusting skills.

6)      Get more spiritual. It’s the glue that holds all your being together. The Bible is the first place I turn when the world seems to bearing down on me. You’’ll  find a splendid congruency between chiropractic principles and Christianity. We need a strong spiritual foundation to deal with all that “crap” my dad labeled in #1 above. My favorite class to teach is called Bible Based Health care. Read and ponder on the magnificence of  Psalm 139:14 “I praise you because I am fearfully and wonderfully made; your works are wonderful, I know that full well.”

7)      Create problems. This sounds odd but what I mean is that there will always be some level of difficulties so you might as well get in control and create some. I always sought to keep  my practice growing, partly because I felt an obligation, but also because I wanted that control. I cherished and aimed for problems like getting so busy that we run out of xray film and headrest paper. I strived to market my classes such that we ran out of chairs for the attendees. I got so active in my community that a few locals complained that no matter where they looked they saw either me or my name. LOL! These are the problems you and I need to have.

8)      Seek out giants and learn from them. “Giant” is a label I place on DCs who are truly successful. True giants are rare, usually humble, and generally low key so you have to search hard to identify them. When you find them, ask them if you can observe them at work for at least a short time. True giants will welcome you. I did this consistently throughout my 25 years of practice, identifying and visiting about 2 dozen giants. I learned more by doing this than from any seminars. This is the most effective way a DC can improve him/herself. I explain more details about this, and reveal the giants I learned from in the chapter called “Following Giants” in new ebook called Reclaim the Joy of Practice: An Advanced Guide for Advancing Doctors.  You can order it securely by clicking HERE.

9) Be congruent. Most suicide cases include depression. Don’t hesitate to seek out a mental health professional if necessary. But in addition, ask yourself “Am I living congruently with the title of chiropractor?” Check your lifestyle basics. Are you getting adjusted regularly and consistently, eating wholesome foods, exercising daily, socializing frequently, and getting adequate sleep. These habits are essential for whole health. It’s never too late to get back on the right track.

10) Make it fun. Doctoring is serious business but can and should be fun. I have a friend who plays Christmas music in his office on the 25th of every month, even in summer! Then he walks around grinning as all the patients ask “What the heck…?” Another friend wears a tie everyday and they all have cartoon characters on them! If you want to avoid going crazy then act a little crazy in a fun way.

We need every chiropractor we’ve got. Let’s keep an eye on each other. If you know a struggling DC please pass this article on to them. Call a colleague you haven’t connected with for awhile and ask “How’s it going over there?”

In the famous words of George Washington “If we don’t hang together, we’ll each hang separately!”

Be sure and get my free reports to help grow your practice available on the right side of this website.

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Categories: burnout/stress, chiropractic book


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