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.

One of the simplest ways to smooth out that roller coaster is to assign a trusted staff member a small, defined role as marketing coordinator — just four hours a week. Their job isn’t to “do all the marketing.” It’s to make sure your systems keep moving — recalls, referral programs, tracking metrics, and keeping new ideas alive. This small shift removes one of the biggest log jams in most chiropractic offices — marketing inconsistency — and replaces it with predictable, sust

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.