{"id":7469,"date":"2026-02-10T10:02:11","date_gmt":"2026-02-10T16:02:11","guid":{"rendered":"https:\/\/pmaworks.com\/observations\/?p=7469"},"modified":"2026-02-16T10:12:00","modified_gmt":"2026-02-16T16:12:00","slug":"marketing-the-benefits-of-positioning","status":"publish","type":"post","link":"https:\/\/pmaworks.com\/observations\/marketing-the-benefits-of-positioning\/","title":{"rendered":"Marketing: The Benefits of Positioning, Football, Food, and Chiropractic"},"content":{"rendered":"

\"\u201cChiropractic\u201cChiropractic just makes you feel so much better\u2026 as long as I see the chiropractor, I feel like I\u2019m one step ahead of the game.\u201d
\nTom Brady (7\u00d7 Super Bowl Champion, 5\u00d7 Super Bowl MVP, 3\u00d7 League MVP, 15\u00d7 Pro Bowler, Considered GOAT.)<\/p>\n

For those<\/strong> of you who are Patriots fans, Sunday was a tough loss.<\/p>\n

But Seahawks fans (the 12s), you\u2019ve got to be feeling pretty good. That was a clinic<\/em> in defensive strategy.<\/p>\n

I enjoyed the game, but here\u2019s what caught my attention – nearly half the country watched the Super Bowl. That\u2019s significant — not because of football, but because of what people pay attention to.<\/p>\n

And that brings me to the subject of positioning.<\/p>\n

Positioning is a marketing concept that means borrowing meaning<\/em> from things people already trust, admire, or desire\u2014and letting that meaning transfer to your service.<\/p>\n

This weekend gave us two very relevant examples.<\/p>\n

2 THINGS PEOPLE CARE ABOUT<\/strong>
\n(That Relate Directly to Chiropractic)<\/p>\n

1. Sports<\/strong><\/p>\n

People of all ages love sports. Sports require physical health, mental focus\u2014and I\u2019d even say spiritual discipline. You must be healthy to perform, and health is your department.<\/em><\/p>\n

There\u2019s also a reason every professional football team has a chiropractor. If you haven\u2019t looked into it, check out the Professional Football Chiropractic Society:<\/p>\n

https:\/\/www.profootballchiros.com\/<\/a><\/p>\n

 <\/p>\n

2. Healthy Food: RealFood.gov<\/strong><\/p>\n

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.<\/p>\n

His line was blunt (and memorable):<\/p>\n

\u201cWe\u2019re the most powerful country in the world, and we have the most obese, fudgy people.\u201d<\/em><\/p>\n

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.<\/p>\n

These are not fringe ideas. These are mainstream conversations.<\/p>\n

WHAT THE RESEARCH TELLS US<\/strong><\/p>\n

This shift isn\u2019t anecdotal. The data supports it:<\/p>\n

U.S. adults using at least one complementary health approach nearly doubled, from 19.2% in 2002 to 36.7% in 2022.*<\/p>\n

Among adults aged 50\u201380, 66% report using at least one integrative health strategy.*<\/p>\n

People love sports. Real food is being promoted nationally.<\/p>\n

And more Americans are using natural health care.<\/p>\n

So the question becomes: How Do You Join the Party?<\/p>\n

There are lots of ways. Here are a few proven ones.<\/p>\n

1. Be the change.
\n<\/strong>As Gandhi is said to have put it\u2014be the change you want to see. Exercise. Eat well. Get adjusted.<\/p>\n

2. Make it a core value.
\n<\/strong>Support your team in practical ways to help them move better, eat better, and stay healthy.<\/p>\n

3. Communicate it relentlessly.
\n<\/strong>Table talk. Newsletters. Social media. Don\u2019t assume people \u201cget it.\u201d Repetition builds positioning.<\/p>\n

4. Create health allies.
\n<\/strong>Build relationships with owners of athletic businesses\u2014golf courses, gyms, yoga studios, CrossFit boxes\u2014and with coaches at schools or special programs. Cross-refer appropriately. Relationships matter.<\/p>\n

5. Provide workshops.
\n<\/strong>Education beats advertising.<\/p>\n

Include consultations and screenings. Partner with a pro or business owner when possible. Share a couple of success stories\u2014with photos.<\/p>\n

For example, we\u2019ve done this successfully with golf workshops, co-hosted with chiropractors and a golf pro. Titles included:<\/p>\n