Chiro-jack-tor, I mean Chiropractor of All Trades
February 26th, 2010 // 10:08 am @ Dr. Todd Osborne // 6 Comments
As I was reading Seth Godin’s blog this morning, it instantly gave me inspiration for the content of my blog today. The particular subject has long been a chiropractic success principle of mine, so thank you Seth for bringing it to the forefront of my mind to share with the chiropractic profession today.
To be successful in our trade, any trade, I think we have to become very, very good at something, not competent at a bunch of things. Sure the modern “7-11 type” convenience store is successful by filling a need, but how much real quality and value have we come to expect from this type of business. If you just want something called coffee, the convenience store can fix you up, and it is convenient! However, if you want COFFEE you go to Starbucks, why, because they are specialists in delivering awesome coffee.
How about our practices. Are we “Starbucks” or are we a “7-11″? There are dozens of services you can offer out of your chiropractic business, many can be profitable, but in the long run are you really offering superior chiropractic care or are you a chiro-jack of all trades and master of none?
In my practice I did one thing, I did it better than anyone else, and I kept doing it. Of course there were opportunities for other services/businesses in my office, but I would allow nothing that would hinder, water down, or detract from adjusting subluxations. I didn’t have everything, nor did I want to, but I had something that separated me from the crowd.
Going to step on some toes here if I haven’t already, but we need to quit marketing as a “health convenience” store and calling it chiropractic.
My point is driven home in a quote from Apple’s Tim Cook that I found in Seth Godin’s blog. It is this,
This is the most focused company I know of, am aware of, or have any knowledge of… We say no to good ideas every day.
Cook then pointed out to analysts that every single product the company makes would fit on the single conference table in front of him.
And we had revenue last year of $40 billion.
Here is the link to get Seth’s blog in entirety.
The “other things” we do in our office are not necessarily bad, in fact many of them are great things, but are they making us “Starbucks” or “7-11″? When you have a great product, people will line up for it.
Category : Blog &Concepts &Featured Works &Successful Thinking
Dr. Steve Scherr
1 year ago
Thanks Dr. Oz for reaffirming how I have always felt. 100% of our revenue comes from adjustments, exams or x-rays. I feel that I do that better than anyone else around. The day I do not feel that way I will get out of chiropractic and do something else!
Dr. Stacy Warner
1 year ago
This is a fantastic article. Reminds me of a Confucius Quote “Man who chases 2 rabbits will catch neither”. Singleness of Purpose is a rule of Success. Thanks for sharing your wisdom.
dr_oz
1 year ago
You have got the secret Dr. Scherr. I am not totally against some other services in chiropractic offices, but we absolutely can not let anything else come above finding and correcting subluxations. I too, was all about exams, x-rays, and adjustments. When a patient got well, and they did, I wanted no confusion on why they got well.
dr_oz
1 year ago
Appreciate the feed back Dr. Warner. Guess I was lucky to have enough trouble chasing one rabbit I never even considered chasing two!
Dr. Jared Plemon
7 months ago
Absolutely. The office that offers the most “services” is usually the one in town that is the worst at finding and correcting subluxations so they are grasping at straws, trying every gimmick and gadget in order to convince the patient that they feel better when they leave the office.
dr_oz
6 months ago
Yes it is unfortunate that this has happened in the chiropractic profession. Many do these other things to survive or to make money, when if we really new how to promote, explain, and deliver chiropraTIC these other things would go by the wayside.