With the multitude of chiropractic and multidisciplinary practices available in today’s highly competitive healthcare landscape, attracting and retaining patients is not just about providing excellent care
— it’s about standing out by honing your ability to connect with patients on a deeper, more personal level.
And the most powerful personal-connection tool at your disposal? Your story.
Why your story matters
People make decisions based on trust, and trust is built through connection. When potential patients feel a personal connection with you, they are more likely to choose your practice over others. Your story helps differentiate your practice by sharing not just what you do, but why you do it.
Every practitioner has a unique journey that brought them into the healthcare field. Whether yours was a personal health challenge, a deep-seated desire to help others or a mentor who guided you, your path is unlike anyone else’s. When you connect with patients by sharing your story, you give them insight into your passion, your mission and your commitment to their well-being. This is what sets you apart.
Craft your personal narrative
To create a compelling story, reflect on what sparked your interest in chiropractic or multidisciplinary care. What experiences shaped your philosophy? What personal triumphs or challenges inspired you to pursue this path?
Here are a few questions to consider:
- What pivotal moment or event led you to become a healthcare provider?
- How have you personally benefited from chiropractic or holistic care?
- What drives you to serve your patients every day?
- How does your practice reflect your values and beliefs about health and healing?
By answering these questions, you begin to build a narrative patients can relate to.
Connect with patients and build trust
Sharing your personal journey with authenticity humanizes you and your practice. Patients want to know their healthcare provider understands them not just as cases, but as individuals with unique needs and concerns.
Your story builds an emotional connection that allows patients to feel understood, which fosters loyalty and trust. And as we know, trust is the foundation of any lasting patient-provider relationship.
Make your story part of your practice
You can incorporate your personal narrative into various aspects of your practice. Here are a few ideas:
Website. Include an “Our Story” or “Meet the DC” section where you share your journey in a heartfelt, authentic way.
Social media. Post personal anecdotes, reflections, photos or video clips that highlight why you do what you do.
Patient consultations and appointments. Weave elements of your story into your everyday interactions to help connect with patients and establish rapport.
Final thoughts: The impact of your story
In a world where healthcare can sometimes feel impersonal, your story offers a breath of fresh air. It invites patients into a relationship based on connection, shared values and a sense of community. When you lead with your story, you differentiate your practice in a way no competitor can replicate. Your story is uniquely yours, and it’s one of the most powerful tools you have to build a thriving, patient-centered practice.
So, what’s your story? It’s time to share it with the world.
MARK SANNA, DC, ACRB LEVEL II, FICC, is the CEO of Breakthrough Coaching, a practice management company for chiropractic and multidisciplinary practices. He is a board member of the Foundation for Chiropractic Progress, a member of the Chiropractic Summit, a member of the Chiropractic Future Strategic Plan Leadership Committee and the author of Cracking the Code: Marketing Chiropractic — How Chiropractors Align Spines and Minds, available on Amazon.com. To learn more, visit mybreakthrough.com.
