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Practice Development Program
More Profit, Better Service, Greater Freedom

Goal Driven Master Coaching Program


I am Ed Petty, the author of the Goal Driven Business and I want to tell you about our new Goal Driven Master Coaching program.

This is our transformational program designed to create a Goal Driven practice that operates at full capacity, profitably, and gives you more time to pursue your purposes. It includes a full suite of services, including manager training, associate program, and marketing training. There is no other program like it.

It is provided by Petty, Michel and Associates.

Petty, Michel and Associates is the oldest consultancy of its type in the country and provides a unique practice development service to chiropractors and other health professionals.

It began in the summer of 1988, but its roots go back even earlier.


I began working with a chiropractor in San Francisco in the early 1980s. He wanted me to help him organize his office and work with his associates. I did not know then that he ran one of the largest chiropractic clinics in the world. He had many associate doctors, at least 8, two partners, and 28 separate adjusting rooms.


He started a consultancy for chiropractors and other types of health professionals (dentists, podiatrists, MD's, etc.). I helped him with this, and we traveled across the country delivering seminars and in-office consultations. As a result, I had the opportunity to work with many doctors as well as those in his office. To provide better service to the clients, we asked Dave Michel, the smartest guy I knew, to be the regional consultant and director for the Midwest. He accepted and did a superb job.


After a few years, the doctor realized that consulting was not for him – too much work! So he sold his consultancy (not his chiropractic business), which prompted me to move to Wisconsin for family reasons, and Dave and I began our business as Petty, Michel & Associates in 1988.


This story is relevant because Dave and I both saw what was possible in a chiropractic business. When I left San Francisco, the doctor’s company was seeing over 2200 visits—per week. But what’s more, he was out of the office for weeks, even months, each year. And though he has since passed, the office continues as his legacy.


The image of a multiple-doctor business, with associates and partners, well organized, never left our mind.


In 1990, we started an allied company called Chiro-Health Management Services and, through it, opened or bought 25 practices here in Wisconsin.


This was a risky adventure, and I wouldn’t recommend it to most. We did well, but only because we worked hard and already had significant experience from in-the-field practice management. We helped 25 doctors get started and succeed in their practices which they eventually purchased, and we went back to focusing on consulting.


Here is a chart of office visits for the offices we built and bought before we started selling them to the doctors who worked there. (The top number is 8046 Visits for the month of October.)

Petty Michel and Associates, Chiro-Health Management Services, Inc, managing Chiro-Health Offices in the 1990's


Our specialty was and is providing growth-minded doctors with a more thorough and personal support program beyond seminars. Seminars have always been the conventional form of practice development.  While they are helpful, we have found, and most doctors confess, that after a month or two, offices usually return to their pre-seminar status. In other words, nothing much changes.


Our tagline says it all: When Seminars Aren’t Enough!   

From all of our marketing experience, I put together a 400-page set of binders called the Marketing Manager System, which we later digitized and sold on CD’s. (Currently out of print but available to clients on the Mastery program on a private site.)

Continually refining our practice development procedures over the years as we worked with clients across the country, I put them down in a book I wrote called the Goal Driven Business.  It lays out the Goal Driven System.


Our goal has always been the same – to build up the practice to its full capacity and stabilize it so that the business owner can continue to cruise and accumulate wealth, or clone themselves to bring on other doctors, or sell it.


And our approach has always been the same – when we work with an office, we are on board. We join the team as a full-on stakeholders. We get to know you, your team, your town, your office, and sometimes your whole family!  


We visit you and your team… at your office.


And while the goal and approach are the same, we now have a streamlined system to help the office develop faster and more profitably. We call this system the Goal Driven System.


Our coaching program is not for the fledgling office or those that are comfortable where they are. We happily recommend seminar programs and other services which can be useful to all practices.


But for doctors who have grown beyond their start-up model, who are experiencing organizational barriers, and who are still growth-minded, we provide the services you need.


You may not want 28 adjusting rooms or run 25 offices, but whatever your dreams are, we’re the ones who have the experience and the system to take you there.


We only work with a few business owners at a time on this program. If you are interested, please contact us and let’s discuss how this program might be for you. (Link below)


Ed Petty

Program Strategy

The Goal Driven Master Program Has 3 Phases

A. PRACTICE REPAIR – Fast fix. Put out any immediate fires. Reduce the pain.

B. STRENGTHEN AND BUILD – Correct issues that caused the fires, strengthen, and re-build a newer better version. Creating a Goal Driven practice that runs at full capacity driven by goals and not by the entrepreneur.

C. MAINTENANCE AND BEYOND – Now you have three choices:

  1. Cruise and accumulate.

  2. Clone your services and start a new growth cycle.

  3. Sell.

We will use the following services to complete each phase.

Monthly Services

  • Goal Driven Analytics. We help you set up a complete tracking system to monitor the performance of your practice operations and marketing, and then provide monthly reports including monthly, year to date, charts showing trends, percentages, and new patient tracker. Each month they are personally analyzed with observations and recommendations, post-mailed and posted on your private dashboard. (More info.)


  • Private dashboard. You will have your own dashboard of monthly stats, reports from meetings for follow-up, and selected references relevant to your unique situation.

  • Private Member’s Site of hundreds of practice building templates

  • Monthly Team Meeting. Monthly group management meeting via Zoom with follow up list of projects mailed.

  • 2 Clinic Director follow-up coaching calls

  • 2 Manager follow-up calls.

  • 1 optional call.



  • Associate Doctor Program (help with recruiting, interviewing, hiring, contracting, training)


  • On site visit training and coaching - Depending on location and travel expenses, more visits may be available at base fee or can be added.


  • E-Newsletter support (after 3 months) You provide us the info, we format the email and send to your data base.


  • Email support - Email with questions any time. 24 hour response week days.


  • 12-month agreement, no contract breakage fee after 3 months.

Base $2,450/m

More info about Petty, Michel and Associates

To register for the Master Coaching Program, or just to learn more about it, please make an appointment to talk to Ed, or email him at

Management Training Program

For clinic directors and their managers.
11-week live and intensive program on managing an entrepreneurial chiropractic practice.

The next training is scheduled for September, 2023. Limited to 6 offices.
The outcome is a Goal Driven Manager.


Practice Manager Club

Private club just for chiropractic managers.
A community of professional chiropractic managers who learn from each other and help their offices improve. Monthly webinar and share session on Management Tips, Marketing Tips, And what is working in offices.

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