Over the past several years, my team has owned or launched more than 100 clinics. We have trained and coached dozens of associates as well. And it has become apparent that there are detectable differences among the chiropractors entering our profession.
At the outset, anyone who graduates from a chiropractic program and receives a DC degree has been deemed “proficient.” They have been given that stamp and judged “good enough to practice.”
Then there are the chiropractors who take that DC behind their name and do something with it. They prevail. These owners create the life they had envisioned when they chose chiropractic. They become influential in their community.
In looking at winning practices, you’ll see a number of key qualities that can be called the “C’s” of chiropractic. As you consider the following, do a self-check and determine in which C’s you are strong and in which you may need some adjustment.
Clinical excellence. Some students manage to get through chiropractic college but are questionable in their ability to really “bring it” clinically. These are the docs who are proficient in test-taking, but chiropractic involves more than the intellectual aspects of diagnosis and prescribing care (although these are key). It’s more about the ability to adjust and get real results. Today’s grads must go beyond just passing tests. They must master whatever technique they opt to use. Ultimately, they must get great results if they want to prevail.
Cause focus. Chiropractic is more than a science and art. It is a philosophy, too. While you need not be a professional philosopher, it is essential to have dug into the principles that define the profession.
Those start-up DCs who are willing to “fight the battle” day in and day out against the allopathic-minded view of healthcare are the ones who most often prevail. They really change the way people think and live. Too many are proficient at just the science and forget this critical piece.
Commerce mind. Besides it being a science, art, and philosophy, chiropractic is also a business. B.J. Palmer was an amazing business-minded leader. While you need to have a healing hand and a business hand, it is not one or the other – it’s about balance.
Some DCs say they “just want to help people”. But if they don’t pay adequate attention to the business aspects of their practices, they’ll cripple their ability to help others. By not building your “business muscle” you limit your ability to prevail.
Consciousness. Prevailing people in every area of life and business under- stand that their thoughts determine their reality. Prevailing doctors realize the truth in the proverb “As a man thinketh, so is he. As a woman thinketh, so is she.”
Communications. This is one of the more challenging areas for start-ups. Many have a vision, a cause, and a message to share, but cannot effectively express it. As a result many are left frustrated.
Do you remember when you started chiropractic college? Were you a good adjuster at that time? The way you (hopefully) got better is by practicing. Adjusting is a skill that must be developed. Well, so is effective communication. Just like adjusting, it can be improved and mastered.
So how do you rate in these C’s? Think about how you can develop those that need improvement so you can prevail.
