Communicating the chiropractic message to your practice members and community is crucial to the success of the chiropractor.
Proficient adjusting skills along with knowledge of sound business and marketing principles is key as well, but if you don’t know what you are selling, chances are nobody else will either. Worse, they will come for some other perceived reason (if they come at all) and you will be wondering why your practice is filled with people that just don’t get the chiropractic message.
It is time to take a hard look in the mirror and realize that if the people in your office don’t get the chiropractic message and are not “doing what you do if they knew what you knew,” the problem is not the people but the one teaching the message.
So how do we communicate chiropractic?
The key is speaking in people’s value and belief systems while aligning those beliefs and values with chiropractic. This does not mean that we morph the message to fit the wants of every Tom, Dick and Harry that walks in your door. Instead we must guide them, educate them and gently shift their paradigm back into alignment with the factory settings they came into this world with.
What exactly do I mean by that? The majority of the world holds a vitalistic belief system. Most never consciously evaluate those beliefs or not to a large degree. Subconsciously, however, they understand and acknowledge that life cannot be explained solely in terms of physiochemical reactions. At their core, they get that there is much more to life and living things then the mechanistic paradigm acknowledges or is capable of exploring.
They understand our Major Premise. It’s simple. This universe, life and everything in between is ordered. It is designed that way. What they don’t get, want or need is a healthcare profession telling them that Universal Intelligence is equivalent to God. While any religious person could certainly accept that God may have created the intelligence behind the order we see, taking that step as chiropractors is an insult, unnecessary and damages any further advancement for the profession. UI does not equal God. Get it? Good.
So if the majority of the world accepts and harbors a vitalistic background theory, why do they constantly make mechanistic choices? Especially when it comes to their health? The answer is a bit complicated. First off, we all make mechanistic choices. I brush my teeth every morning and every night. I use the mechanics of my body to accomplish that task. I do so with both mechanistic and vitalistic motivations. Mechanistically I want to maintain my teeth in proper working order. From a vitalistic viewpoint, I consider the impact on my health, self image and relationships. (Perhaps my wife telling me I had bad coffee breath just a moment ago brought this whole scenario forth)
Mechanism is not the enemy. We need our mechanical world. It is our playground and medium for experience. As chiropractors, we are concerned especially with the mechanical aspects of the body known as the nerve and spinal systems. However, we are concerned with these things because of the vital nature that blends with and uses these mechanisms for expression.
Expression of life, function, well-being, potential. These are the vital aspects of our lives and of chiropractic. Explaining chiropractic in a philosophically congruent way and selling chiropractic to your community requires that we link these values with the values of our practice members and potential practice members. They value end results. They value their children’s potential. They value a fully functioning body. They value life: theirs and their friends’ and families’.
Communicating chiropractic does not have to be difficult if you first discover what chiropractic is…
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Steve Tullius, D.C., ACP
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