SPORTS CHIROPRACTIC
How to get in the game
By Gina Piazza

Participation in sports is on the rise. More people are participating in competitive sports, as well as nontraditional sports. And sports activity among the “55+ population” is also increasing.

With an increased interest in sports comes an increase in sports-related injuries, many of which are musculoskeletal in nature. Consider:

• Young children. Starting around 5 years old, kids participate in soccer, t-ball, and martial arts. Participation does not, in itself, cause injury. Rather, the cause of injury is often the level of intensity of these youngsters.

For example: Martial arts classes teach young children combative moves, such as hard kicks, throws, and jabs. When children practice these actions, they are prone to incurring injury. 

• Preteens and teens. By the age of 10, many children are encouraged to play for several teams in a given sport, such as a traveling, school, and town soccer team. These youngsters tolerate two or three hours of practice several days a week, plus they participate in the competitive games.

This hyperactivity certainly places much stress on the musculoskeletal system and often leads to overuse injuries.

• Young adults. In addition to traditional sports, young adults are lured to the increasingly popular nontraditional “extreme sports,” such as skateboarding, snowboarding, and mountain biking.

These activities incorporate radical body moves, which could account for a rise in injuries within this group.

• Adults. In the adult segment (25 years old to 55 years old) are “weekend jocks.” These individuals, at one time, were very active in community or school sports. Now, as the weekend comes around, they ignore their fitness (in)abilities and age, only to succumb to an injury.

• Mature adults. Finally, the number of mature adults (the 55+ population) participating in sports is increasing. The most popular sport with this age group is golf.

This sport offers an exceptional way for mature adults to include a healthy activity into their daily living; however, golf also exerts excessive rotational force, which can cause injury. Additionally, older adults may be injured due to a lack of core stability and flexibility. Not surprisingly, the common injury area is the lower back.

The picture is clear. Whatever the age group, sports-related injuries are becoming more prevalent. Your practice is in the ideal position to offer advice, treatment, rehabilitation, and conditioning.

Getting started

Chiropractic care plays an integral part in keeping individuals healthy and involved in sports. Here’s how to get started:

1. Identify your niche. When establishing your brand, you will need to ascertain where the market exists and what is offered in your geography. Some possibilities: All-around local sports expert, a specialist within the youth market, or concentration on the older adult community.

What are your interests? Are the needs of that niche being met? What can you provide?

2. Create a brand image. Brand image and consistency are a must. This means utilizing a compelling message that expresses a point of difference, uniformity in communication, and distinctive presentation. This image will help set you apart from competitors.

3. Position yourself in the community. Establish your credentials as the sports doctor expert. Expand your knowledge of sports injury, mechanics, and design of conditioning programs. A number of sports certification and diplomate programs are available to help you become proficient in these areas.

4. Plan your marketing strategy. The plan should consist of a mix of strategies, such as networking with other healthcare professionals, writing for a local paper or magazine, and speaking at corporate and community events.

5. Implement your marketing plan. When you have chosen several marketing strategies, your next action step is implementation.

For instance: Schedule speaking engagements. If the youth market is your niche, speak to coaches and parents on the importance of chiropractic care for children to make sure the entire body is functioning properly to enhance performance and decrease the risk of injury.

Public speaking is a great way to promote your practice. Each time you speak, you meet potential patients, network with professionals, establish credibility, and gain free publicity.

Make sports injury care part of your practice. This niche is large enough to generate a significant level of increased revenue, and, best of all, you can help patients enhance their well-being and enjoy a healthy lifestyle through sports.

Patients will be better fit. They will likely improve their performance level, which will add to their enjoyment of the sport, and lessen their chance of injury. Moreover, you will have created an additional profit center.

Gina Piazza is the president of GMP FITNESS, LLC, and the author of the Sports Performance Specialist and Golf Performance Specialist. Her company assists DCs with marketing, brand-building, and business-building products. She can be reached by phone at 888-467-3488, by e-mail at gmp@gmpfitness.com, or through the Web sites, www.fitnwelledu.com or www.golfdocs.com.