Welcome to Issue 19, the Chiropractic Economics 2026 Buyers Guide, which includes almost 2,500 company listings and 300 company profiles. As you plan your purchasing strategy for the new year, make this issue your go-to gateway to potential new revenue sources to drive your practice forward and improve the chiropractic care you offer patients.
Speaking of 2026…
With 2026 fast approaching, I thought it would be interesting to tap into some of our experts and get their take on what’s in store for the industry in the coming year. Here’s a recap of some of the trends, challenges and opportunities they foresee for their practices and patients in the coming months.
Colleen G. Auchenbach, DC, CPCO, CPMA: One of the challenges I see for 2026 is the reality that providers still do not understand they must know what payer policy rules are for the services they are providing and billing. Far too often, practices are shocked to find out what they have been doing is incorrect. Unfortunately, they usually find out through a post-payment audit that results in a significant recoupment. In this also lies an opportunity to lower compliance risks and the potential for record requests by locating, reading and understanding each payer’s policies regarding their covered services.
Jay Greenstein, DC: In 2026, the biggest opportunity for DCs will be leveraging AI and digital health tools to drive greater efficiency, improve clinical outcomes and increase practice income. The practices that embrace technology to automate routine tasks, personalize patient engagement and extend care beyond the four walls will be the ones that thrive. It’s no longer optional. Adapting, adopting and advancing with AI and digital health integration is the critical imperative for our profession.
Brigitte Rozenberg, DC: One of the biggest opportunities I see is the growing demand for nonsurgical, technology-driven solutions to chronic spine and joint pain. The challenge and the opportunity lie in bridging the gap between traditional medicine and nonsurgical care. So for 2026 it’s all about growth through innovation, education and accessibility.
Michael Rubenstein, DC: I believe the greatest challenges facing DCs in 2026 will come down to two things. First, learning how to adapt to rapid technological change—especially how to integrate AI as a tool for growth and efficiency. Second, cutting through the noise in an overcrowded marketing space to attract, educate and inspire more patients. For the forward-thinking DC, these challenges aren’t obstacles—they’re springboards to massive practice growth and effective leadership.
Mark Sanna, DC, ACRB Level II, FICC: In the coming year, the biggest opportunity I see is in integrating longevity and regenerative medicine into chiropractic care. Patients are seeking drug-free, restorative solutions to stay active and age well, and DCs are uniquely positioned to lead this shift toward proactive, performance-based health.
Erin L. Stubblefield, DC, CPPM: I see three issues. Medical necessity: Payers use automated systems to aggressively flag maintenance care. Document clear, measurable improvement potential to justify ongoing treatment past the point of maximum therapeutic benefit. E/M coding: Audits target “upcoding” and excessive use of high-level E/M codes (9920x/9921x). Ensure the code level is fully supported by medical decision-making or time. HIPAA security: Practices must conduct a documented annual HIPAA Security Risk Analysis and actively train staff to avoid devastating fines.
Jeffrey Tucker, DC: 2025 underscores what I keep seeing: “What is old is new.” I have a current calling to restudy and master things I was taught 35-45 years ago, such as cranial adjusting, visceral reflex therapy and functional medicine. Practicing more and more DIY medicine is trending, and we all need to have a clearer view for specialization. All of medicine has rising competition; success will hinge on establishing patient trust and your human touch.
Our experts have shared bold predictions to help you navigate what’s ahead for your practice. What does 2026 look like for you? I’d love to hear from you!
Gloria N. Hall
Editor-in-chief
