Going alone and making it
By Laurie A. Rocco, DC

Opening your own practice immediately after graduation is not for the faint of heart, but then again, neither is getting through chiropractic school.

Every one of us has a dream to help our fellow human beings become as healthy as possible and to share our chiropractic talents with the world. The question is: How do we accomplish this goal? Will we become an associate, a partner, or possibly a solo practitioner?

I can only speak for the route which I chose; I decided to go solo — which was not an easy decision to make.

As a 2005 graduate of New York Chiropractic College (NYCC), I was encouraged to visit other chiropractic offices as early as possible. Many classes required me to spend at least half a day with a “field chiropractor.” As useful as these experiences were, I felt I needed to explore more and used trimester breaks to travel around the country, spending a few hours with as many offices that would let me in their doors.

The knowledge I gained was amazing. I was surprised by the generosity of these doctors to receive a call from a complete stranger asking to observe their offices. Although a few doctors declined to let me visit, about 90 percent said, “Sure, come on over.”

I applied for every opportunity available through NYCC, such as radiology rotations at a local hospital and an internship with the Hartford Hospital Medical Group.

The internship program allowed me to interact within a multidisciplinary setting in which chiropractors, occupational medicine doctors, MDs, orthopedists, and many others interacted daily to discuss the most effective treatments available for a patient. It was great to have access to a group with such a wealth of knowledge, interacting together in the best interest of a patient.

Once my decision was made, the next steps took a while. Where would I practice? How many square feet should my office be? What was the insurance picture in the area where I wanted to settle?

Much of the advice I gathered came from sources such as chiropractic malpractice insurance companies. Many of these companies have information available for chiropractors who are setting up their own offices. They provide tools to help a new practitioner learn everything from how to negotiate a lease to how to set up a credit card machine.

It took approximately 11 months to scout a location for my practice and have it built until my doors opened for the first patient. During this time, I realized how important it was to keep in touch with my colleagues and former classmates. They were going through the same struggles I was and it was good to lean on each other.

I was not prepared for the amount of money I needed to spend on advertising. However, I found creative ways to have others advertise my office for me.

For example: I lecture at assisted-living centers and at community groups, as well as events sponsored by our local parks and recreation department. When these groups invite me to lecture, they advertise the event with ads and articles in local newspapers.

I have also met several people in my local community by volunteering. I am a hospice volunteer, a board member for our Community Chest (a program that helps less fortunate individuals), and a leadership officer for the Air Force Auxiliary Civil Air Patrol. My work with these organizations allows me to interact with many other volunteers, and when they discover I’m a chiropractor, a conversation usually ensues.

Many communities are tightly knit, and you need to embed yourself into the fabric to help make your community a better place to live.

For example: Our town community center asked me to teach a few classes for senior citizens. After contacting many churches, I have been asked to give monthly classes to parishioners on a variety of health topics. I never charge a fee to speak at any of these organizations; in appreciation, they place an ad in the local newspaper thanking me for my services.

When I advertise in local newspapers, it’s always in the form of sharing health information. I have also written articles to cover topics such as backpack safety and handling stress during the holidays.

Another important element of my practice is my digital foot scanner. At NYCC, we learned the importance of recommending flexible, custom-made orthotics that support all three arches of the foot. I scan all of my patients routinely as part of their initial consultation.

I keep in close contact with NYCC. The college offers serveral seminars throughout the year, which I regularly attend. They also provide seminars my patients can attend with me. NYCC provides much-needed advice and support for their graduates on an ongoing basis.

I feel a professional image is important — including the image we project on the Internet. My patients can receive a monthly newsletter with tips on staying healthy. And, new patients can print their patient forms at home and have them completed when they walk in the door, saving valuable time for all.

Laurie A. Rocco, DC, began her studies in the field of biology at the University of Buffalo and graduated from New York Chiropractic College in 2005. She is state- and nationally certified in physiotherapy. Her practice, Rocco Chiropractic, PLLC, www.roccochiropractic.com, is in Webster, N.Y.