The benefits of gratitude may seem obvious and something we already know, but they can be easily overlooked. We focus on our daily challenges and can take for granted the people who support us, and who have done so in the past. Faced with patient and practice demands, we can under-appreciate the opportunity we have to live an extraordinary life helping others. So it is good to take time – right now -- and then to give thanks.

Now, back to those Christmas catalogues from L.L. Bean and Patagonia. Both show how patient, long-term ownership and excellent management, products, and services can build generational wealth over decades of brand-building and customer loyalty. In both cases, the owners who resist the quick sale and instead focus on purpose-driven growth and lasting customer relationships can build legacy companies that dwarf what any early buyer would have paid.

2026 is going to be a pivotal year for every healthcare business owner. Perhaps more than any other year before. I’ll explain more about this in upcoming newsletters, but please note: 2026 can be the year you see your Best Ever. BUT FOR NOW, let’s get your marketing structured and stronger than ever. In healthcare marketing, you are selling the invisible.

Many offices we work with now generate most of their new patients through relationship marketing, though I doubt if they call it such. They do not pay for advertising and have all the patients they can handle. This is very cost-effective! My definition of relationship marketing: Relationship marketing involves creating trust-based relationships with patients and referral sources, generating loyalty and organic referrals through genuine care and ongoing connection.

What is the first thing you need to do to improve the number of new patients into your chiropractic and healthcare practice? Before you start promotions, improve what you are promoting – and never stop.

Community events are a direct method to create and often strengthen relationships with people in your community. It is a form of relationship marketing and is done by meeting people and building genuine connections. This is networking. A fantastic book on networking and relationship marketing is the World's Best Known Marketing Secret,by Ivan Misner (Founded Business Networking International).

You will find that honest interest in people is one of your best “tools” for retention. People respond positively to authentic curiosity about them. “Betty, where did you find those blue shoes?” “So Frank, I have always wondered, why do you guys call yourselves the Kiwanis?

Patient testimonials are useful in marketing and demonstrating your credibility. But testimonials and reviews are more than marketing.

A practice is grown and sustained through communication to your network. Newsletters are an extension of the in-office Table Talk.

Your chiropractic healthcare practice is a network of relationships created and sustained through communication and service.

At the end of each day, simply ask each person with whom you work to tell you and the others a success they had.

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