Category Archives: Marketing

The Big Month of October is Made for Chiropractic Healthcare

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Made Just for You

Here comes the Big Month of October!

Kids are now in school and summer is over. (That went by fast!)

November is full of elections and holidays.

December has more holidays, end-of-year parties, vacations, and year-end admin.

Then…Boom. A New Year!

So now is the best time to accelerate your practice before the year ends … and build the momentum that will take you to the start of 2027.

October is Your Month

October is National Chiropractic Health Month as recognized and promoted by the American Chiropractic Association (ACA).

October is also:

  • Spine Health Awareness Month (Formally recognized by Congress in 2021)
  • World Spine Day is October 16, 2026 (led by the World Federation of Chiropractic)

Even if you specialize in extremities, this month is your still your domain. This year’s ACA theme, “Joint Efforts,” is all about joint health.

October is your territory – so move in and use your voice.

What You Can Do to Promote Your Chiropractic Healthcare Practice

Consider your internal and external marketing actions.

Internal Promotions.

  • Reactivation Program. Email, and even mail postcards, to patients who haven’t been in for six months or more. Invite them back for a no-charge or discounted re-exam and, if needed, a discounted X-ray. You might also consider donating the re-exam fee to a local charity and tell patients you’re doing it. (As always, be mindful of payer rules regarding discounts.)
  • Referral Program. Build it around National Chiropractic Health Month and Spine Health Awareness Month. Try a “Bring a Buddy” week, where active patients invite a friend or family member for a screening, and thank them for it.

External Promotions

Social Media. Use the spine health theme in your posts. The ACA’s hashtag this year is #JointEfforts, so you can ride along with their campaign if you want.

Events. Externally, there are still local fairs where you can meet old and new patients. Set up a consultation and screening booth. Make friends, build allies and referral sources, and set up appointments for in-office exams. Have some apple cider!

There are many different approaches to promote your practice that align with Chiropractic and Spinal Health Month.

Contact us if you would like some ideas or what we have seen work.

ALSO, you can hire us! 😊

But, as always,

Stay Goal Driven,

Ed and all of us at PM&A

Is Skynet Here? How Chiropractic Offices Can Thrive

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How to beat the robots.

Artificial Intelligence IS here.

And the ads for it are in your face – AI scribing, AI documentation and coding, AI billing/revenue cycle, AI patient intake and reception, and AI marketing.

AI is moving fast. I saw one genius tech guy say that the next 6 months’ growth will exceed the last 10 years.

Then what?

As Elon Musk quipped, “The worst-case scenario is a Terminator situation where AI kills us all.”

But the fact is, no one really knows the future.

What Do Your Chiropractic and Healthcare Patients Want?

Let’s first consider what your patients want.

Well, I’m pretty sure your patients don’t want to go to a Walmart and lie on a roller table while a Mr. Robot puts a vibrator to their back.

I know I don’t want that!

People want people-to-people interaction.

My prediction is that your personal touch and authentic interest in your people will BECOME more valuable than ever.

A few days ago, I was at my dentist’s office and could overhear him chatting with a patient. On and on. I mentioned to my hygienist, “Doc likes to chat a lot, doesn’t he?” She smiled and chuckled at first, but then frowned with disapproval. I know why. Reception room was filled – practice was busy.

Many of our best offices have doctors who often seem to run just a little late because they are gabbing away with their patients about sports, local affairs, kids, whatever. It drives the staff nuts because it holds everyone up. But somehow, the appointments stay full.

Same with the front desk staff – while being tough schedulers, they can also be interested in the patient’s personal lives – kids, family, and school. Authentically too, not as a gimmick.

I’ve been visiting chiropractic offices for 40 years now, and the ONE thing that stands out in the best chiropractic practices is the people-to-people connection. There is almost a camaraderie between the staff, doctors, and patients—patients bring in their summer cucumbers for the staff, and mothers hand off their 6-month-old to the front desk so they can get their adjustment.

The clinic director at one office we worked with was concerned about the front desk not following procedures. Meanwhile, the practice was full. The front desk staff, while overly friendly and maybe just a little hippie, were creating great relationships with patients. (Not to discount procedures — or hippies.)

Do Not replace your front desk with AI.

And Do Not replace all of your marketing with AI. I am headed to an office now to help them organize their yearly event at their local county fair. Community events where you show up, meet new people, give them a consultation, and reactivate old timers cannot be replaced by AI. (Nothing like watching a good tractor pull with a former patient!)

And… don’t let AI make you less human.

Use AI to give you more time with people. Remember:

A practice is a network of relationships
that is created and sustained through
communication and service.

Do this, and you withstand the changes that will come.

Keep it personal, friendly. And yes, keep it Innate! (I don’t care!)

🖐️😎

And stay Goal Driven,

Ed

PS Have questions about growing your practice — or tractor pulls? Contact me. Let’s gab! Email (414)332-4511)

Skynet: the fictional AI defense system in the Terminator films that becomes self-aware, decides humanity is a threat, and launches a nuclear war to wipe us out — then hunts down survivors with killer robots.

    1. Wharton Magazine
    2. Musk v. Altman trial, April 2026

The Pillars of Patient Care in Chiropractic and Healthcare

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pillars of patient care in chiropractic supported by Goal Driven leadership, team management and marketing

Here’s What’s Really Driving Your Results

Labor Day in the U.S. is over, and I hope you had some healthy recovery time with family, friends, and nature.

Today is your Monday and Tuesday, all in one. So this is a short note… straight to the point…

…You and your team have 4 months to make this your best year — even better!

Actually, let’s do it in 3 months so you can cruise in December. So, here’s a plan to consider that can help you and your team over these next 3 months:

Everything you do is in service to your patients in chiropractic and in any healthcare service.

Their results, their happiness with you and your team, and their service are what will make your practice the best.

So focus on this first and foremost.

But… your services must be supported.

There are 3 categories of support:

  1. Leadership. This is the persistent fire that drives you and your team to achieve your patients’ goals — and those of your practice. It is the motivation, the discipline, and the energy that drives everyone to do their best. And on the best teams… EVERYONE is a leader. And Goal Driver!
  2. Marketing. People don’t automatically know your services exist, or what they can do. And what is more — they don’t care. Therefore, you have to keep your message out there. Marketing includes everything you do to acquire and retain patients. Marketing is not just advertising.

The need for marketing never goes away. Even if you have all the patients you need, atrophy is real.

3. Management. Management keeps all the moving parts in your business in sync. It takes care of your people, keeping them and your procedures aligned and coordinated. It keeps the structure in place – and improving.

There it is! Your plan for ending 2026 with a full and happy practice!

It is ALL about the quality of care and service your patients receive, but that depends on your leadership, marketing, and management.

Let’s end the year with this in mind … and in HIGH GEAR!

Stay Goal Driven,

Ed

Get Off the Internet and Into Your Chiropractic Neighborhood This Summer

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While Everyone Else Is Going Viral – Go Local

Community health screenings remain one of the most effective marketing tactics for you.

They can deliver genuine human connections that cut through digital noise and advertising.

We are saturated with social media “content.” And increasingly, it is AI-generated content. Fake.

But you are not fake! You and your team are real and alive.

Trust is a big factor in healthcare, probably the biggest. As I pointed out in an earlier newsletter, trust in MDs has crashed. And trust is built far more effectively in person than through a smart phone.

By being involved in a community event, you demonstrate that you are a member of the community, just like those who walk by your booth.

Also, people who attend these events are usually more motivated than social media scrollers. They are more apt to schedule for further services at your office.

We’ve been doing health screenings with and for chiropractic offices since the 80’s — believe it or not. But the fact is, they still work!

Now, there is some tech on how to make the screening or information booth work for you. So, there is that. You can’t just go sit in a chair and wait for people to come to you.

List of What Makes a Chiropractic Healthcare Screening Work

Here is a fast list of the key duties:

  1. Venues and Admin. Finding suitable screening locations takes work and is vital. Then, there is the admin – registering for the event, bringing the forms, equipment if you use any, extra personnel, and handouts.
  2. Setting up. The setup is simple. They are centered around the two roles described below.
  3. Two Roles. There are also 2 roles at the booth.
    1. The Greeter. Think of the Front Desk. Friendly. Controlling! 😉 They fill the booth.
    2. Then the doctor or the Screening Tech. I still have my name tag, “Ed – Screening Tech!” The doctor checks the subjective and then can use an objective tool, such as a posture analyzer, a mirror, or other equipment. Primarily, the consultation is the determining factor. Screening equipment can help attract people to your booth or even validate what comes up during the consultation.
  4. Scheduled for further testing. If indicated, the doctor or screening tech encourages the screenee to come for more thorough testing.

Those are the basics and they work. A well-run screening can generate 5 or more new patients in an afternoon.

Bonus: The Reunion Effect

And besides generating new patients, these events always reactivate former patients!

Doctor or staff member: “Hey Frank, haven’t seen you for a while!” (Frank, looking sheepish) “Yea, I need to come in. Been busy.” (Greeter schedules Frank.)

Also, you can generate new community alliances for future screenings, talks, and mutual referral relationships.

Your people. They are looking for someone — let them find you.

Stay Goal Driven,

Ed

Be Dangerous – In Chiropractic and Healthcare, Standup for Your Patients

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standing with integrity and purpose

Integrity and Purpose are the Keys to Your Growth in
Your Chiropractic and Healthcare Practice

We live in a world where what we perceive can be manipulated.

Advertising, public relations, and sophisticated behavior modification strategies are powerful tools. They can generate consensus, approval, and demand for a product, service, or idea.

A status quo is generated and supported this way.

For example, when I was a kid, everyone smoked cigarettes. Everywhere. It was heavily pushed and advertised — with M.D.’s no less. And by the Federal Government! (I still remember some of the slogans…! “Winston tastes good like a cigarette should.”)

For years, research continued to show that cigarettes were very unhealthy, but this threatened those who profited from their sales.

If you challenged the manufactured consensus and the messaging, you were attacked, like this man was…

Dr. Jeffrey Wigand was a Vice President of Research and Development at Brown & Williamson – tobacco company. In the mid-1990s, he exposed that industry giants were intentionally engineering cigarettes to be more addictive. They responded with a powerful negative P.R. campaign, compiling a 500-page dossier of smears to brand him a liar and using anonymous death threats to silence his testimony.

Cigarettes finally moved to the sidelines, but those same companies (Philip Morris and R.J. Reynolds) moved into the cheap (addictive and harmful) food business—buying up corporations such as Kraft and Nabisco.

There is a money-making complex of industries in which one hand greases the other, a matrix that includes captured lawmakers and professional organizations. Their interests are money and control to keep the money coming. And they have powerful tools to keep this game going.

Many of us are not always familiar with the details, and your patients may be naïve about the attacks launched and sustained through direct and indirect campaigns by these industries.

But to whatever degree you are aware of it, you are on the battlefield – as a player or a piece.

And if you speak up and speak out, if you stand up for your purpose — you can be attacked.

That’s what happened to these doctors:

Peter McCullough, M.D., a renowned cardiologist and professor, was an academic pillar until he advocated early, repurposed treatments for COVID-19. His protocols threatened the pharma-only mandate, so the establishment unleashed a negative P.R. campaign, branding him a “misinformation spreader.” They stripped his journal editor roles, forced him out of his university health system, and revoked his board certifications.

Pierre Kory, M.D., a leading critical care specialist, promoted protocols similar to McCullough’s early protocols. He was attacked for disseminating “dangerous misinformation,” and faced platform censorship, suppressed Senate testimony, and lost hospital affiliations. The American Board of Internal Medicine later revoked his certifications.

Simone Gold, M.D., J.D., an emergency physician and founder of America’s Frontline Doctors, spoke against mandated protocols. The establishment painted her as “unhinged,” deplatformed her group, fired her, and she was arrested and sentenced to prison after January 6.

Eric Nepute, D.C., a vocal chiropractor, got the full-on attack. He dared to suggest that patients focus on immune-supporting nutrients like Vitamin D, Zinc, and Quercetin. The federal government responded by suing him for a theoretical penalty of half a trillion dollars—an absurd effort to bankrupt him and terrify any other practitioner from prioritizing natural health over the pharmaceutical mandate. (I’d say he has bragging rights!)

== == ==

For decades, the chiropractic profession has been the target of this exact same machinery.

When you have a product, service, or clinical truth that threatens a vested interest, you will be fought. So, you are encouraged to hide out. Stay safe. Be agreeable and… tame.

But when you hide, compromise, or try to be “accepted” by a corrupt medical establishment, you are indistinguishable from the thousands of other providers they already control.

They win.

But when you are “dangerous” — when you stand firmly for the truth that the body is designed to heal, not to be a lifetime customer of the pharmaceutical treadmill, you become a beacon.

You are then no longer just a piece on their game board.

Patients today are not looking for more of the same. They are looking for a doctor who stands for real health.

Being dangerous is your greatest marketing asset. It builds a level of trust that no institution can break.

The patients who are waking up to this reality will seek you out because you are a target. They will trust you because you refused to compromise.

Oh, Dr. Nepute — he is even more dangerous now. He operates 30 clinics!

Stand for the truth and help more people be healthy. That is how you build a business.

Don’t be a piece… be a player.

Be Dangerous…

…and Goal Driven,

Ed

P.S. Doctors McCullough, Kory, and Simone – and others – will be speaking at the Wisconsin Society of Chiropractic Society of Wisconsin’s VAXCON, April 24-25 at the Dells, WI. See you there! Link.

*References

On Dr. Jeffrey Wigand & The Tobacco Industry: 

·  On the “Tobacco-to-Food” Strategy: 

·  On the Doctors (McCullough, Kory, Gold): 

·  On Dr. Eric Nepute:

Do You Need an Attitude Adjustment? Does Your Chiropractic and Healthcare Practice Need an Adjustment?

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Marketing always begins with the right attitude

Your chiropractic practice starts with marketing. But marketing starts with attitude.

# # # # # #

A FEW YEARS BACK, a long-time client called and asked if I’d visit his office to help two new associates grow their caseloads.

I took the two young chiropractors out to lunch. Both were eager and not shy about their goals — large practices, and confident they’d match their boss’s caseload within a year. When I asked why their numbers were still low, they blamed the owner’s lack of advertising and suggested the office needed a better brochure.

I told them marketing comes down to a caring attitude about people and having an interested attitude in how they were doing. They nodded enthusiastically. “Absolutely!”

Then I said, “Look around this restaurant and pick out someone. Imagine a possible issue they may have that you could help with.” Both associates avoided looking at anyone and changed the subject back to themselves.

I asked each for a business card. Neither had one.

Having predicted this in advance, I’d taken several cards from the office before lunch and placed two in front of each of them. Then I said, “I’d like you to get up, find someone at the bar, introduce yourself, and hand them your card. If possible, make an appointment.”

They looked at me as if they’d seen a ghost. They slumped in their chairs. Neither would do it. I suggested they try the cashier, the waitress, or the manager. Their fear turned to dismissiveness, as if the exercise were beneath them.

We went back to the office, discussed the situation with the owner, and over the following weeks, the two associates decided to leave and start their own practice.

Was I being too demanding? No. They could have introduced themselves to the manager, mentioned they were new in town, and made a natural connection. Instead, they were hiding out, unproductive, and mildly complaining.

It was a matter of attitude—and they failed the drill.

IN ANOTHER INSTANCE, I visited a new doctor whose office was in an upscale strip mall. He told me that he felt stuck. He was confident in his skills but couldn’t figure out how to generate clients. He wore cowboy boots and looked a little rough around the edges, but he was friendly and seemed to have a great service attitude.

I went over some basics of handing out cards and suggested he meet five new people in the strip mall over lunch. I offered to come along.

He gazed at me for a moment — processing, I suppose — then popped up and said he didn’t need my help and would be back soon. No more than fifteen minutes passed before he walked back in with a man and woman, deep in conversation. He led them to his office. When I returned from lunch, they were just leaving.

Beaming, he said he’d only spoken to three people, but the last two were so interested that he brought them in—and they’d signed on as new patients. He said the whole thing was fun and planned to do more of it.

# # # # # #

There are many approaches to effective marketing. But all of them start with the right attitudes.

How’s yours? How about your team’s?

I think we all need an attitude nudge or adjustment now and then. (Coaches can help!)

The good news is that your attitude is something you can control. It is all yours. When needed, check and adjust those attitudes, and help more people.

Cowboy boots are optional.

—Ed
PS. Contact me anytime if you want or need an attitude adjustment. 😊

I have observed 8 key attitudes for effective marketing. Download NOW: Successful Marketing Attitudes- 2026

(This story is a condensed version from my book, The Goal Driven Business. You can find many more stories from in the field consulting for over 30 years.)

Old-School Chiropractic Healthcare Marketing with a Great ROI

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a room of patients at a chiropractic lecture

Keeping it Real

I JUST SAW A VIDEO OF ROBOTS operating on a chicken egg — without cracking it. The article predicted that it won’t be long before robots will be performing live surgery on humans.

Possibly.

But given how AI has been developing exponentially, it’s “probably” a lot more than “possibly.”

AI is also showing up more in marketing. You can create avatars that look like you, talk like you, and ask for your email to make an appointment. Kinda cool, right? Sure, and I don’t doubt that it works — at least for a while.

But as the world becomes more robotized (or, robot-omized), what you have becomes even more valuable.

  • You have LIFE.
  • You are real and can feel.
  • You are like your patients and potential patients.

This is, and always has been, the Unique Selling Proposition of chiropractic – the human touch, person to person. Grass roots and local.

With this in mind, I want to remind you of an old-school, very inexpensive marketing procedure to review and try.

The Chiropractic Care Class 2.0
(Patient Ed. in the Age of Robots)

Decades ago, the classic Spinal Care Class (also known by many other names) was an “onboarding workshop” for all new and reactivated patients.

Back in the day, some offices required attendance before accepting a patient. Of course, each patient was advised to bring a guest, as “there will be cooperative exercises” that will require a partner.

The content was simple yet effective:

  • Introduction to chiropractic principles
  • The three phases of care
  • Everyday tips for reclaiming and maintaining health

Time to Bring It Back — With a Twist

If you’re not doing this now, consider it.

If you’ve done it before and have stopped, take it out of the garage, clean it up, update it, and take it for another spin.

You could freshen up the title. For example:

“From Pain to Power: Your Nervous System Reboot”

There are many different actions we have seen over the years that make these classes successful, and I’m not going to include them now. (If you have a tip or two, please post in the comment section below. Share a few!)

But for sure, give some thought to these:

  • Explain in the Report of Findings that you have a health workshop for all new patients.

“We’ve found that patients who attend recover faster and stay healthier longer.”

  • You can have a local organic food store supply some treats. They get free promotion!
  • Keep the workshop active and physical. 60% talk, 50% demo. For example:
    • Range of motion check
    • Trigger point location. (Partner up!)
    • “String of Life” alignment demo
    • Example of a leg length test by a doctor
    • Simple breathing drills
  • Bring in organic pizzas for after-class mingling — guests stay for a no-charge eval invitation, then join the pizza party.

Once the class ends, the magic happens: patients, guests, staff, and doctors all talking, laughing, and sharing. It feels less like an event and more like a community gathering.

Implementation Made Easy

I’d recommend:

  • Delegate one person in the office – “Workshop Coordinator.”
  • Hold the event 2x’s a month.
  • All staff and doctors attend at least 1x per month.

Yea, it takes work. But it’s an old-school marketing program that works and has a great ROI.

You reinforce what makes chiropractic extraordinary: a LIVE, human, heart-centered connection that no algorithm can imitate.

You’re building not just a patient base — you’re creating Health Driven Chiropractic Community Members.

“The more your patients know,

the further they’ll go!”

–Ed

The Need for Marketing Never Goes Away

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Spring Marketing Calendar

goal driven spring marketing planner for the chiropractic office

(The need for marketing NEVER goes away,no matter how busy you are. So reminders are useful! Updated and reissued newsletter from 2023!)

Daylight Savings Time starts in a week here in the U.S (March 8, 2026). And across the northern part of our Planet, Spring begins in 4 weeks (March 20th). And not to be too pedantic, Meteorological Spring has already started (March 1.) (Guess that would be autumn for you all in the southern hemisphere.)

In any event, now is a great time to plan and “giddyup” (slang – American, move faster, get going) your marketing for these upcoming active months!

The Need for Marketing Never Goes Away

No matter how full your practice is, the need for marketing never goes away.

Marketing is business and business is marketing.

Putting something valuable in the marketplace that other people want and will pay for – that is marketing. And that is your business.

The type of marketing you do varies depending on the condition and circumstances of your business. If you are just beginning a practice, you must spend a large percentage of your time and budget on marketing, especially direct response marketing. If you have built up your business, the focus of your marketing can be more on retaining your patients, creating alliances, and world-class customer service and outcomes.

Marketing covers a broad spectrum of activities, but all are, or should be, designed to generate new patients and keep the ones you have.

Trends for the future indicate that, in the end, the best and surest marketing will be customer services and outcomes. The communication channels are so packed and manufactured that your messages will get lost unless you have millions to spend. And now we have AI marketing – ads that robots put together.

THEREFORE, THE BEST MARKETING WILL ALWAYS BE PERSONAL – relationship based. You and your people — authentic and interested in your patients and the individuals in your community – delivering extraordinary service and outcomes.

Marketing Plan

Practically speaking, it helps to plan your marketing.

Plan your work and then work your plan, right? So, I have attached a sample marketing plan (link below at the end of the blog article) to help you outline what to do. It is a sample and gives structure to managing your marketing. We’ve used one like this for years, and it works. Make your own and customize it to fit your needs.

And stay tuned for a new service we will offer to help you with your marketing.

But for now, Happy Spring!

Spring Forward!

Ed

*Contact me for help! Email: Ed@pmaworks.com, or 414-332-4511.

Download the Spring Marketing Plan  2026 March 3 Spring Marketing Plan

Marketing: The Benefits of Positioning, Football, Food, and Chiropractic

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“Chiropractic just makes you feel so much better… as long as I see the chiropractor, I feel like I’m one step ahead of the game.” Tom Brady (7× Super Bowl Champion, 5× Super Bowl MVP, 3× League MVP, 15× Pro Bowler, Considered GOAT.)“Chiropractic just makes you feel so much better… as long as I see the chiropractor, I feel like I’m one step ahead of the game.”
Tom Brady (7× Super Bowl Champion, 5× Super Bowl MVP, 3× League MVP, 15× Pro Bowler, Considered GOAT.)

For those of you who are Patriots fans, Sunday was a tough loss.

But Seahawks fans (the 12s), you’ve got to be feeling pretty good. That was a clinic in defensive strategy.

I enjoyed the game, but here’s what caught my attention – nearly half the country watched the Super Bowl. That’s significant — not because of football, but because of what people pay attention to.

And that brings me to the subject of positioning.

Positioning is a marketing concept that means borrowing meaning from things people already trust, admire, or desire—and letting that meaning transfer to your service.

This weekend gave us two very relevant examples.

2 THINGS PEOPLE CARE ABOUT
(That Relate Directly to Chiropractic)

1. Sports

People of all ages love sports. Sports require physical health, mental focus—and I’d even say spiritual discipline. You must be healthy to perform, and health is your department.

There’s also a reason every professional football team has a chiropractor. If you haven’t looked into it, check out the Professional Football Chiropractic Society:

https://www.profootballchiros.com/

 

2. Healthy Food: RealFood.gov

During halftime, a public-health PSA aired promoting real food and warning about ultra-processed diets. In the spot, Mike Tyson spoke candidly about his own struggles with obesity and the tragic loss of his sister, who died young from a heart attack linked to obesity.

His line was blunt (and memorable):

“We’re the most powerful country in the world, and we have the most obese, fudgy people.”

The ad was funded by the Department of Health and Human Services, currently headed by RFK Jr., who has attended chiropractic conventions and spoken at chiropractic colleges.

These are not fringe ideas. These are mainstream conversations.

WHAT THE RESEARCH TELLS US

This shift isn’t anecdotal. The data supports it:

U.S. adults using at least one complementary health approach nearly doubled, from 19.2% in 2002 to 36.7% in 2022.*

Among adults aged 50–80, 66% report using at least one integrative health strategy.*

People love sports. Real food is being promoted nationally.

And more Americans are using natural health care.

So the question becomes: How Do You Join the Party?

There are lots of ways. Here are a few proven ones.

1. Be the change.
As Gandhi is said to have put it—be the change you want to see. Exercise. Eat well. Get adjusted.

2. Make it a core value.
Support your team in practical ways to help them move better, eat better, and stay healthy.

3. Communicate it relentlessly.
Table talk. Newsletters. Social media. Don’t assume people “get it.” Repetition builds positioning.

4. Create health allies.
Build relationships with owners of athletic businesses—golf courses, gyms, yoga studios, CrossFit boxes—and with coaches at schools or special programs. Cross-refer appropriately. Relationships matter.

5. Provide workshops.
Education beats advertising.

Include consultations and screenings. Partner with a pro or business owner when possible. Share a couple of success stories—with photos.

For example, we’ve done this successfully with golf workshops, co-hosted with chiropractors and a golf pro. Titles included:

  • Golf and Back Pain – Reducing Back Pain in Golf
  • Generating Increased Power in the Golf Swing
  • Improving Distance and Accuracy

We had strong turnout, immediate new patients, and more followed.

Golf season is right around the corner—and I’ve been told golf is a sport (lol).

Here are other natural workshop opportunities:

  • Gyms
  • Runners / Endurance sports
  • Cycling / CrossFit
  • Recreational & youth sports
  • Organic food stores

Sports. Real food. Good health. Your chiropractic services.

For the win!

Keep Drivin’,

Ed

P.S. If you’d like help applying this in your practice, you know where to find me. 🖐️

References:

https://www.nih.gov/news-events/news-releases/nih-analysis-reveals-significant-rise-use-complementary-health-approaches-especially-pain-management

https://ihpi.umich.edu/national-poll-healthy-aging/national-findings/use-and-interest-integrative-medicine-strategies

https://www.beinsports.com/en-us/american-football/articles/how-many-people-will-watch-super-bowl-lx-2026-02-06

Tom Brady – https://creativecommons.org/licenses/by-sa/3.0/

Kickstarting Your Patient’s Health and Their Referrals In Chiropractic and Healthcare Practices

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chiropractic healthy start coupon

A healthy start for 2026 in your chiropractic practice

Now is a perfect time to connect with all your active and inactive patients.

If you haven’t yet, compliment them for working on improving their health last year. Express your gratitude for trusting you with their health.

Then, as their Health and Wellness Coach, encourage them to set some health goals for the first quarter of the year.

You can be a little forward about it…you want them to win! Patients appreciate chiropractors and other doctors who genuinely care about their results.

You can also encourage them to invite their family and friends in to see you if they’re dealing with back pain, headaches, or other conditions you can help with.

Below is a sample coupon you can personalize then use or modify to suit your situation.

Wishing you, too, a healthy start to your New Year — in business and in life!

Ed

== ==

2026 “HEALTHY START” COUPON

We want to help you start your year off as healthy as possible. Use this coupon:

  1. If you are active on your chiropractic program, bring this coupon in to enter a drawing for a [healthy gift, which could be a gift certificate to a local health food store, restaurant, yoga studio, sky-diving, etc.]

  2. If you haven’t been in for a while, bring this in for a free update exam and x-ray if needed.

  3. If you know someone who might benefit from chiropractic care, give them this coupon for a consultation, exam, x-ray if needed, and report of findings for $25 as your guest.

Fun and Effective Promotions for November and December

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food drive grocery cart for chiropractic and healthcare facilities

Spark Some Magic in Your Chiropractic Practice This Season!

Special Promotions for November and December 2025! These are loud and lively events that engage the entire team!

Why do them?

  • Increase new patients with great offers.
  • Energize less active patients and get them back.
  • Build greater team spirit for a shared purpose.
  • A reason to promote your office and let patients and your community know how active you are!
  • Increase your presence as the Health Hero’s in your community.

Even without an offer, just the fun of giving back will boost your visits and instill greater loyalty.

Read the full Goal Driver Newsletter at Goal Driven.com and checkout the fun, festive promotions that will spark magic in your office this holiday season!

2026 Marketing Habits for Your Chiropractic and Healthcare New Year

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social media marketing for consistent marketing in the Chiropractic Practice for 2026

2026: The Year to Make Your Healthcare Practice Thrive

2026 will be a make-or-break year for healthcare business owners—potentially your best ever. More details in future newsletters, but for now: build unbreakable marketing habits starting today.

Trust: The Core of Healthcare Marketing

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” – Aristotle (via Will Durant)

You’re selling the invisible—outcomes patients can’t see upfront. That’s why trust is everything. Build it through:

  • Consistency
  • Empathy
  • Proven Results

Your brand = how you consistently show genuine care and deliver excellence.

The #1 Killer of Momentum?  Stopping What Works

I’ve seen it repeatedly:
Q: “What were you doing when patient numbers were high?”
A:

  • “We sent newsletters.” → Not anymore.
  • “We called new patients post-visit.” → Nope.
  • “We did thorough financial consultations.” → Are you kidding? No!”

Stopping proven tactics = death by roller coaster.
You lose trust, momentum, and the systems that made it effortless.

Your Fix: The Recurring Marketing Checklist

Discipline is hard—but checklists make it stick. Systems atrophy without them.

Monthly Discipline Hack:

  1. List your top 10 internal + external marketing actions (70–80% of your total efforts).
  2. Assign ownership to your manager.
  3. Review at every staff meeting.
  4. Grade % completed—full accountability.

Layer In: Special Promotions

With recurring actions locked in, plan 2–3 months ahead for:

  • Facebook ads with a partner
  • Food drive with a local pantry (especially needed now)
  • Health talk at a yoga studio

Deliverable:Monthly Marketing Planner
→ % of recurring actions completed
→ # of special promotions scheduled

Let’s Make 2026 Your **Best Ever**

Download Free Tools:[LINK]
— Ed

The 4-Hour Fix for the Chiropractic Healthcare Practice Roller-Coaster

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the ups and downs of the Practice Roller Coaster stay Goal Driven to stay up

One Simple Role to Streamline Chiropractic Marketing and Growth**

Chiropractic practices often face inconsistent growth due to a Practice Roller Coaster, where marketing drives patient numbers up, but attention shifts to patient care, staff management, and other tasks, causing marketing to stall. This leads to fluctuating growth. To address this, assigning a trusted staff member as a part-time Marketing Coordinator (4 hours/week) can ensure consistent marketing efforts. Their role is not to handle all marketing but to keep systems like recalls, referrals, and metrics tracking active.

The Marketing Manager System, developed by Edward Petty in the early 2000s, emphasizes four key issues: marketing fails when it’s not done, no one is in charge, insufficient time is allocated, and the coordinator needs support and accountability. To succeed, the clinic director should schedule weekly marketing time, hold monthly planning meetings, track metrics with charts, and ensure accountability through written plans and reports. This approach eliminates marketing bottlenecks, sustains momentum, and reduces stress, helping practices grow steadily.

Note: A Monthly Marketing Manager Program to support coordinators with training and systems is planned for launch soon.

Building a Practice Through Relationships

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a happy bus driver like a chiropractor with happy people on their bus

Advertising has always been important. When we grew our Wisconsin network to 25 offices, we invested heavily in newspapers, shared mailers, radio, and even TV. Today, the focus has shifted to social media, SEO, and now Artificial Intelligence — positioning your practice for AI discovery will soon be essential (more on that later!).

But advertising is expensive. What truly sustained our growth was relationship marketing — connecting authentically with patients, referral sources, and our own team.

What Is Relationship Marketing?

Relationship marketing involves creating trust-based relationships with patients and referral sources, generating loyalty and organic referrals through genuine care and ongoing connection.

Examples:

  • Host a community event like a holiday food drive — invite patients and their families to participate and offer consultations in exchange for donations.
  • Encourage patients to refer loved ones with a personal touch (“Let’s check your spouse before their next soccer game!”).
  • Build partnerships with local professionals — massage therapists, trainers, or nutritionists — and support each other through referrals or shared promotions.

Your Most Important Relationships

Don’t overlook your team. When doctors and staff work together with shared purpose and positive energy, patients notice. It’s almost magnetic — phones start ringing and old patients return.

As Stephen Covey reminds us in The 7 Habits of Highly Effective People, success comes from empathy, communication, and a win-win mindset that creates synergy — or, as some might say, Universal Intelligence at work.

GETTING AND KEEPING PEOPLE ON YOUR BUS

As a doctor and clinic director, you are like a bus driver. You aim to make sure you are on time and complete your shift according to schedule.

One day, you turn around to look at the back of your bus and wonder why there are so many empty seats. “Where is everyone?”

Well, maybe you missed some stops and the people never got on! Or, you didn’t take time to say “hi” when they boarded, so they all left at the next stop. Or, you were so busy driving, you didn’t ask about your assistant’s new workout routine.

Take time to connect with people.

More than anything, you are in the people business.

Enjoy the ride!

Ed

Why Clear Roles Build a Stronger Chiropractic & Healthcare Practice

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team players wearing staff hats front desk billing promotion marketing

Better teamwork, smoother operations, and improved patient care all start with clarity.

Years ago, I visited a chiropractic office where the doctor was frustrated: patients weren’t keeping appointments, and he blamed his front desk staff, “Sue.” The problem wasn’t effort—Sue was polite and friendly—but she had no clear job description, no checklist, and no real understanding of her responsibilities.

Once we clarified her role, outlined simple procedures, and scheduled regular reviews, the practice quickly improved. Patients kept their appointments, and both the doctor and Sue felt more confident and motivated.

This is a common issue: when roles are vague, results suffer. But when roles are clear, teams thrive.

—

The Three Elements of Every Role

According to the Goal Driven System, each role should include:

  1. Purpose – Why the role exists.
  2. Outcome – The measurable result it should achieve.
  3. Procedures – The specific actions to reach the outcome.

Example – Front Desk Role:

  • Purpose: Help patients achieve health goals by ensuring they stay on schedule.
  • Outcome: Patients consistently keeping appointments.
  • Procedures:
    • Greet every patient with a smile.
    • Answer the phone warmly.
    • Confirm each patient leaves with their next appointment scheduled.

—

 Action Steps for Your Practice

  1. Have every team member list their roles.
  2. Define the purpose, outcome, and 5–10 key procedures for each.
  3. Add measurable indicators (e.g., % kept appointments, total visits).
  4. Review and rehearse roles regularly, just like a winning sports team practices.

Clear roles create accountability, boost morale, and drive better patient care. Keep it simple, keep it consistent, and keep it fun.

Stay Goal Driven,

Ed

Want More New Patients in Your Chiropractic or Healthcare Practice? Start Here.

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chiropractic team going over stats to improve care and service

Most doctors think the first step to getting more new patients is marketing. But that’s not always true.

Years ago, a large chiropractic office asked for help because their new patient numbers were slipping. After analyzing their situation, it was clear their promotions were weak—but the real problem went deeper.

The senior doctor, in practice for 20+ years, had become bored. Patient visits felt routine. Long-time staff were stuck in old habits. Meanwhile, the two younger doctors had enthusiasm but lacked confidence and experience.

We started by focusing on quality of care, not ads. The senior doctor began coaching the new doctors on cases and patient communication. Staff refreshed their service procedures and rehearsed ways to create a stronger patient experience.

The result? Without launching a single new promotion, new patients and visits went up. Only after that did we create a marketing calendar—because now they had something truly worth promoting.

The Lesson

Before you spend time and money on external promotions, make sure your practice delivers the kind of care that inspires patients to return and refer. Quality care and continuous improvement are the foundation of real growth.

As Stephen Covey said, “Sharpen the Saw”—renewal and improvement keep the drive alive.

Stay Goal Driven

Ed

Read the full article here: Goal Driven Blog

Don’t Get Left Behind

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3 children playing football. Their goal is to play, win and have fun

Football Season, Chiropractic, and Winning Strategies

Football season is here—and it’s a perfect time to highlight chiropractic. Every professional football team has a chiropractor, proving that even million-dollar athletes rely on it to perform at their best.

Top athletes agree

  • Aaron Rodgers credits chiropractic (and his chiropractor father) for helping him stay at peak performance.
  • Tom Brady says adjustments make him feel taller and better aligned.
  • Joe Montana calls chiropractic a key part of his game.

If chiropractic works for them, imagine what it can do for local athletes and weekend warriors.

How to Market Your Services with a Sports Theme

Position your office as the place for athletes of all ages to boost performance, recover faster, and prevent injuries.

Ideas to promote chiropractic through sports:

  • Workshops:
    • The Injury-Proof Playbook: 8 Moves That Keep Athletes in the Game
    • Weekend Warrior Survival Guide: 8 Strategies for Active Families
  • Business Talks: Offer lunch-and-learns, screenings, or mini-chair massages.
  • Athlete Recovery Days: Host Monday Morning Quarterback Recovery sessions for post-game soreness.
  • Community Partnerships: Team up with schools, youth leagues, and local teams for education, sideline care, or screenings.

Promotion Tips:
Use your newsletter, office fliers, social media, and table talk. Assign a part-time Marketing Coordinator (3–5 hrs/week) and hold monthly planning meetings so every staff member contributes.

Build Your Own Winning Team

Think of your practice like a football team:

  • Have a game plan.
  • Play 4 quarters each month.
  • Work as a team.
  • Keep score (track progress).
  • And most importantly—keep it fun.

Chiropractic helps athletes win on the field. With the right marketing and team mindset, it can also help your practice win in the community.

Should Old Acquaintances Be Forgotten in Your Chiropractic and Healthcare Practice?

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Tips for Your Patient Newsletter

Your healthcare practice is built on relationships, sustained through service and communication. Without ongoing patient engagement—active or inactive—your practice may struggle. A newsletter is a powerful, affordable way to maintain these connections, extending your office’s warmth, excellent care, and positive outcomes to patients’ homes.

A well-crafted newsletter keeps the doctor-patient dialogue alive, portraying your office as a friendly, health-focused space. It drives retention, encourages referrals, and serves as a low-cost marketing tool. While often overlooked or outsourced to generic pamphlet companies, a newsletter’s impact lies in its authenticity and simplicity.

Crafting a great newsletter requires some skill, but the key is to just do it! Here are practical tips to make it effective:

  • Keep it concise: Aim for under 600 words. Include a brief doctor’s note, a health tip, a simple recipe, and a promotion.
  • Make it personal: Write as if chatting with a patient during a visit. Share a story, case success, or health advice like recommending a lumbar cushion. Have a staff member transcribe your thoughts, then edit for clarity.
  • Stay informal: Think of it as a casual check-in, like catching up with a friend or neighbor. Share what’s happening at the office in a warm, relatable tone.
  • Show genuine interest: Highlight your passion for chiropractic care through patient success stories or testimonials. Include family and friends in your outreach to broaden the connection.
  • Be authentic: Avoid generic or overly polished content. Patients value real, heartfelt communication over artificial or spammy material.
  • Frequency: Send monthly, though more often is fine if manageable.
  • Assign a coordinator: Delegate newsletter management to a staff member to ensure consistency.

Newsletter Checklist:

  1. Doctor’s Letter: A friendly note with a photo, written to one patient, tying into a case, event, or health tip.
  2. Office News: Share updates like new equipment, staff achievements, or recent seminars.
  3. Upcoming Events: Promote events like Patient Appreciation Day or a community 5K to show your office is vibrant.
  4. Patient Testimonial: Include a written or video success story.
  5. Recipe: Share a healthy, relatable recipe with a personal touch, like a family favorite.
  6. Health Tip (Optional): Offer a simple, relevant health suggestion.
  7. Use an Email Service: Avoid sending from personal email clients for professionalism.

Keep communicating with your patients to foster a thriving practice. Stay goal-driven!

Ed

Using offline and online tactics to grow your chiropractic practice

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Grow Your Chiropractic Practice with Online and Offline Strategies

Many chiropractic offices see success with online advertising, especially on social media. While effective, it often requires digital expertise, so many chiropractors hire agencies—some with better results than others. If you’ve worked with a good agency, sharing your recommendation could help others.

Online promotion isn’t new to chiropractic. B.J. Palmer, one of the profession’s pioneers, was a relentless advertiser who played a major role in chiropractic’s growth during the early 20th century. His legacy reminds us that consistent promotion is key.

However, in today’s tech-saturated world, offline engagement is more valuable than ever. Creating relationships with patients is critical. The relationship business in a chiropractic office revolves around building trust, fostering patient loyalty, and creating a community that supports long-term engagement and referrals. Chiropractic care is inherently personal, as it involves hands-on treatment and addressing patients’ pain, mobility, and wellness goals. The success of a chiropractic practice often hinges on strong relationships with patients, staff, and the broader community.

Your practice is essentially a network of relationships, sustained through communication and service. So:

  • Nurture current and past patient relationships
  • Use those to expand to new connections

Some effective offline tactics include:

  • Sending personal email newsletters with stories, health tips, and a touch of personality
  • Hosting in-office events (e.g., Mother’s Day giveaways or posture screenings for National Correct Posture Month)
  • Organizing a patient appreciation picnic or monthly spinal health talks
  • Visiting local businesses to give brief wellness presentations
  • Setting up a booth at local fairs for visibility and patient reactivation

Combining digital and personal outreach creates a powerful, sustainable marketing strategy. As Woody Allen once said, “80 percent of success is showing up.”

“80 percent of success is showing up” (Woody Allen)

Stay Goal Driven,

Ed

References:

*(B.J. Palmer, Achievers Magazine, 1989)
*Brad Glowaki
*(Woody Allen (Quote Investigator)