Podcast Summary: The Thriving Chiropractor | Episode TC004 - Five Reasons Chiropractors Fail

Podcast Information:

• Title: The Thriving Chiropractor | Chiropractic Marketing & Practice Management | Personal & Professional Development for Chiropractors
• Host/Author: Dr. Eric Mitz, DC
• Episode: TC004 - Five Reasons Chiropractors Fail
• Release Date: October 22, 2013

Introduction

In Episode TC004 of The Thriving Chiropractor, host Dr. Eric Mitz, DC, delves into a critical analysis of why many chiropractors struggle to sustain successful practices. This episode, featuring insights from a seasoned chiropractor, offers an in-depth exploration of the five primary reasons behind the failure of chiropractic practices from a business standpoint. The discussion is enriched with personal anecdotes, actionable strategies, and poignant quotes that underscore the challenges and solutions within the profession.

1. Misunderstanding What Drives Business Success

The episode opens with the guest speaker reflecting on personal experiences, highlighting the high attrition rate within the chiropractic community. Dr. Mitz notes a sentiment of sadness when observing former classmates who have moved away from chiropractic, some pursuing medical school or other careers (02:00).

The first reason chiropractors fail is a fundamental misunderstanding of what fuels business success. Instead of identifying and meeting the existing needs of the market, many chiropractors attempt to create a market based on their personal preferences. As the guest speaker emphasizes:

“They try to create a market. This is sort of the 'well, if they only knew what I knew they would want' mentality.”
— Guest Speaker, 05:08

Thriving chiropractors, in contrast, engage with their communities to understand and fulfill patient needs, ensuring their services align with what patients are seeking—primarily solutions to pain.

2. Failure to Differentiate in the Market

The second reason discussed is the inability to differentiate oneself in a crowded market. The guest speaker references Robert Stevens, founder of the Geek Squad, highlighting:

“Marketing is a tax that you pay for being unremarkable.”
— Guest Speaker quoting Robert Stevens, 09:27

Chiropractors often lack a unique value proposition, leading to fierce competition over limited patient bases. Unlike dentists who employ distinct marketing tactics—such as emphasizing gentleness or offering free whitening—chiropractors frequently engage in internal disputes over techniques and philosophies that the general public does not understand or value.

To combat this, chiropractors are encouraged to conduct a competitive analysis:

1. List Competitors: Identify other chiropractors and healthcare providers in the area.
2. Identify Market Needs: Determine what patients are truly seeking (e.g., pain relief without drugs or surgery).
3. Evaluate Characteristics: Rate competitors and self against these patient-centered characteristics to find unique opportunities.

This strategic differentiation is essential for standing out and attracting a steady flow of patients.

3. Inadequate Communication of Value Proposition

The third failure point centers on the inability to clearly, concisely, and compellingly communicate the practice's unique value. Many chiropractors may possess distinctive techniques or exceptional results, but without effective communication, these attributes remain unnoticed by potential patients.

Dr. Mitz and the guest speaker discuss the importance of using language that resonates with patients:

“Thriving chiropractors are clear about who they are and what value they bring to their patients. They use words to communicate that the patients understand.”
— Guest Speaker, 17:26

An example given illustrates the pitfalls of using professional jargon like "subluxation," which can alienate or confuse new patients unfamiliar with chiropractic terminology. Successful chiropractors create an environment where their message is easily understood and directly addresses patient concerns.

4. Lack of Leadership and Decision-Making Skills

The fourth reason for failure is the deficiency in leadership and decision-making abilities necessary to run a chiropractic business effectively. The guest speaker draws parallels with other professions, noting that many talented individuals falter due to poor leadership skills.

“Thriving chiropractors have a whole different sort of perspective. They will take a step back and look at what reasons are there for them to not achieve the success that they would desire.”
— Guest Speaker, 22:02

Effective leaders within chiropractic practices actively seek personal and professional development, often engaging with mentors, coaches, or counselors to enhance their leadership capabilities. This proactive approach enables them to navigate challenges, manage staff effectively, and maintain a positive practice environment.

5. Prevalence of a Victim Mentality

The fifth and perhaps most pervasive reason chiropractors fail is the adoption of a victim mentality. This mindset is characterized by attributing failures to external factors rather than personal accountability.

“Failing chiropractors almost unfailingly have a victim mentality... They have excuses as to why they're not successful.”
— Guest Speaker, 24:50

The guest speaker describes how this mentality manifests through blaming the profession, educational background, location, insurance systems, and other external elements. This lack of personal responsibility stifles resilience and adaptability—key traits for overcoming obstacles.

In contrast, thriving chiropractors embrace accountability, viewing setbacks as opportunities for growth. They focus on what they can control and pivot strategies accordingly, maintaining a forward-thinking and solution-oriented approach.

Conclusions and Action Steps

Dr. Mitz and the guest speaker conclude the episode by reiterating the importance of self-improvement and strategic business practices in preventing failure. They urge chiropractors to:

• Engage with the Community: Understand and meet patient needs.
• Differentiate Effectively: Establish a unique value proposition.
• Communicate Clearly: Use patient-friendly language to convey value.
• Develop Leadership Skills: Invest in personal and professional growth.
• Adopt a Resilient Mindset: Take responsibility and foster resilience.

“Theraviving chiropractors... are never victims. They pivot. They look to where there's opportunity and move aggressively in that direction.”
— Guest Speaker, 30:34

By addressing these areas, chiropractors can enhance their practice's sustainability and achieve both professional fulfillment and financial freedom.

Notable Quotes

1. Understanding Market Needs:

   “They try to create a market. This is sort of the 'well, if they only knew what I knew they would want' mentality.”
   — Guest Speaker, 05:08

2. Differentiation as a Marketing Strategy:

   “Marketing is a tax that you pay for being unremarkable.”
   — Guest Speaker quoting Robert Stevens, 09:27

3. Communication Clarity:

   “Thriving chiropractors are clear about who they are and what value they bring to their patients. They use words to communicate that the patients understand.”
   — Guest Speaker, 17:26

4. Resilience Over Victimhood:

   “Thriving chiropractors... are never victims. They pivot. They look to where there's opportunity and move aggressively in that direction.”
   — Guest Speaker, 30:34

Final Thoughts

Episode TC004 serves as a vital resource for chiropractors seeking to avoid common pitfalls that lead to practice failure. By addressing misconceptions about business success, emphasizing the importance of differentiation and effective communication, highlighting the need for strong leadership, and challenging the victim mentality, Dr. Mitz and his guest provide actionable insights aimed at fostering thriving chiropractic practices.

For chiropractors committed to elevating their practice, this episode underscores that success is attainable through strategic planning, personal accountability, and relentless pursuit of excellence.

For More Information:

• Website: www.thrivingchiropractor.com
• Show Notes: thrivingchiropractor.com4
• Contact: Email feedback@thrivingchiropractor.com
• Subscribe: Available on iTunes

Timestamps:

• 02:00: Reflection on classmates leaving chiropractic
• 05:08: Misunderstanding business success
• 09:27: Differentiation and marketing taxonomy
• 17:26: Clear communication strategies
• 22:02: Leadership and decision-making skills
• 24:50: Victim mentality in chiropractors
• 30:34: Embracing resilience over victimhood

This comprehensive summary captures the essence of Episode TC004, providing valuable insights and actionable steps for chiropractors aspiring to thrive in their profession.