This particular asset is under attack in our profession.
Some groups in our profession want to eliminate this inherently unique asset, and that would be catastrophic to our profession.
This asset has been with us since chiropractic was founded and gives us identity, it gives us a unique position in the community, creates a division between us and medicine, it creates polarization in the marketplace, a common enemy to fight, and it gives us the incredible value our profession has.
This ASSET is the Subluxation.
Our profession is becoming divided. Some schools don’t even teach about subluxations anymore. If you don’t like subluxations, and want to fit in the broken medical model, why even become a chiropractor? You should go become a physical therapist instead.
Overlooking the significance subluxations bring our profession hurts us in two ways: it minimizes the dramatic benefit of the adjustment on the spine and nervous system and it robs us of the most significant marketing asset we have as chiropractors.
6 Reasons Why “Subluxation” is the
Best Thing the Chiropractic Profession Has
It Gives Us an Identity
Remember: chiropractors are the only profession formally trained to locate and correct subluxations. This gives us an identity. It prevents us from getting lumped in with anybody else. We do something different.
In marketing, you want to be known for something specific: We are the profession that locates and corrects subluxations. Whether you want to do corrective care (the most high-value thing a chiropractor can do), run a high volume practice, get people out of pain, or improve athletic performance, it should all start with adjusting subluxations.
It Makes Us UNIQUE
Anybody can mobilize or manipulate joints. Anybody can do soft tissue work. Anybody can tape people up. Only chiropractors adjust subluxations. This is the best thing we can do.
Should you add other services to your practice? Yeah of course, I think it would be foolish not to. People want to buy stuff, they need extra services like massage therapy and personal training. A general rule is if your customers like you, they will want to buy more stuff from you. It makes sense to offer lots of stuff. However, I let my patients know that the most important thing I do is adjust subluxations for a healthy spine and nervous system.
It creates a division between us and medicine.
A lot of chiropractors feel the need to be accepted by the medical community and fit within their insurance based model of health care.
Isn’t this the exact opposite of what we should stand for? Isn’t chiropractic about a pro-active approach to health and giving the body the best shot at achieving true health so our patients can avoid drugs and surgery?
Insurance based health care is why people have become so sick! They wait until their health fails before they get serious about it.
Even if people think we are “quacks,” it’s their loss! We shouldn’t bend our profession to fit into their world.
Medicine can do a lot of good for people in emergency cases, however the best way to keep yourself out of an emergency is by maintaining a healthy spine and nervous system.
It polarizes the market.
In James Altucher’s book Choose Yourself he says: “No matter who you are, no matter what you do, no matter who your audience is: 30% will love it, 30% will hate it, and 30% won’t care. Stick with the people who love you and don’t spend a single second on the rest. Life will be better that way.”
In marketing, the more polarizing you are, the more rabid fans and followers you will have because of the “us vs them” mentality. So, to hell with the 30% that hate us. Let’s embrace the ones that love us! There are always going to be people who don’t “believe” in chiropractic. Whatever. There are plenty who like us and will benefit from us.
In business it’s way easier to get money from people who are already your clients then it is to go out and get new ones, which is one of the reasons it’s so important to keep your current clients engaged.
We are never going to have 100% of the public. We are better off continuing to serve the rabid supporters we already have and other open minded people not yet tainted by prejudice rather than trying to convert haters by compromising our message and integrity.
It creates a common enemy we can fight together
Your body is always subject to stress, and stress causes our spine and frame to shift and twist out of place. Sometimes the joints get stuck an prevent our nervous system from functioning at 100%. People are always going to get subluxations, and we are always going to be able to help them. Not only does it help people out of pain, it lowers stress levels, reduces stress hormones in the body, increases immune factors, increases proprioception and more.
Other health professions would KILL to have something like this. There are always going to be people who want to come back weekly to get adjusted, because they understand and resonate with our mission.
A subluxation based practice offers our clients more value
If you don’t educate your clients about subluxations and how spinal misalignments damage their spine and impact their overall health, you are doing your clients a great disservice.
Alleviating short term pain is great, however please don’t just leave it up to the client to come back when their pain pops back up. It’s our duty to educate them about their bodies and about the greatness of chiropractic beyond short term pain.
Think about this: If all you do is help people alleviate short term pain, you are competing with pain killers. Plus, for me, listening to people complain all day about pain is exhausting. If I wanted to do that I would have become a shrink. Remember that doctor means teacher, and it’s our duty to educate our clients about their health and exactly HOW chiropractic improves the function of their body.
Suggesting a treatment plan or care plan to bring your clients spine back to health is a good thing. It adds more value to the relationship you have with your patients. Don’t be afraid they will walk away. Chances are they would anyway. If they go with your suggestion their health will improve significantly.
Adjusting subluxations and getting spines and nervous systems healthy is the best thing chiropractors can do and I’m proud to do it. Remember: the health in your body is mediated by the nervous system (HPA axis) and you can’t have a healthy nervous system without a healthy spine.
The happiest clients I have are the ones that have been with me for years. They understand subluxations, refer the most, are a pleasure to work with, and they experience all the benefits of chiropractic.
