Fellow chiropractors, a lot of us are under siege.  It’s not new to us; we’re chiropractors after all.

This time, it’s big.  We are amidst a paradigm shift.  Health care consumers (patients) are more informed, thanks to the power of the internet.  Remember, the number one reason people use the internet, according to polls, is research in some form or another.  And, many of these searches are research on a service the web surfer is wanting to buy in the near future.  They get their information on news sites, RSS feeds, YouTube, blogs, forums, Twitter, FaceBook, Yelp, and too many others to mention.

Unfortunately, chiropractic has not managed to get its act together; not only from the organizational standpoint.  We are still fighting internal battles on what constitutes chiropractic.  Chiropractic has failed to build and nurture its brand over the years, and the repercussions of this failure are about to hit us like a tsunami.  We are in desperate need of Madison Avenue-level brand management.  But that isn’t coming any time soon.  In a world where the average person is exposed to over 600 advertising impressions in a day from morning to night, chiropractic has no chance in forming a solid image, due to our disheveled state.

So, in 2010 we face the moment of truth:  adapt to the times, or close our doors.  Spinal screenings in the mall just won’t cut it any more.  Neither will nightly spinal care class.  People are just too busy or are uninterested.  After all, they need to get back to their computer to surf the web for more interesting stuff.

So what do you do, chiropractor?  You assess your situation.  Be honest with yourself.  Sometimes it may be better to follow your Plan B.  Sometimes it’s worth pursuing Plan A.

Start by doing what other businesses do in tough times:  shed the baggage, find ways to lower overhead, overhaul your procedures to reflect our modern times, and nurture your patients so that they will stay and refer.

My Guerilla Chiropractic ebook has more detailed information on how you can transform your practice into one that has a better chance of withstanding these difficult times.  Check it out, it’s a small investment that can potentially save your career.

Good Luck in 2010,

Dan Perez Dc