Scale Your Chiropractic and Healthcare Practice?

And what does this really mean – to scale?

I’ve been seeing ads all over social media blasting away about “scaling” your practice - chiropractic, dental, any service business.

But what does it mean?

The online Webster's dictionary does not have a definition for it as it is used in business.

It’s really a math term.

Scaling is keeping the basic proportions of an object the same but just increasing its size by multiplication. “Growing,” as opposed to scaling, is just adding things. For example, you may add more new patients, but you also add to your expenses.

More for Less

Scaling is getting more for less.

When we launched our multiple clinic centers here in Wisconsin in the 90s, we did add locations, doctors, and front desk staff.

But, we were careful not add the same number of billers, managers, or marketers. We developed systems to keep our growth limited in most areas while increasing production.

Scaling is driven internally. Scaling is improving what you have – your people and your systems.

So how do you scale?

You improve your people and systems each month.

And improvement is done through coaching.

The Best Coaches

Vince Lombardi, former Green Bay Packers coach, is credited with focusing on fundamentals in training camp, and is reported to have said:

Practice does not make perfect. Only perfect practice makes perfect.

And what did Dr. Clarence Gonstead say - while he was adjusting 300-400 visits or more a day?

I need more new patients?

No! He said:

Practice. Practice. Practice. Never stop.*

If coaching improves what you already have, and this produces scaling, what gets in the way of coaching and practicing?

The Biggest Barrier to Scaling Your Chiropractic and Service Practice

Your biggest barrier to scaling is not new patients. It’s that you don’t have enough time to practice and improve your business.

That is the hidden reality with nearly all competent and decently run practices. The clinic director does not have enough time to work ON the business.

Michael Gerber's The E-Myth is practically required reading in chiropractic. Every doctor nods at his advice to work ON the business, not just IN it. And then goes back to adjusting.

Why? Because something is missing.

A manager and a management system that supports improvement.

The research by Gallup reveals:

“Gallup finds that the quality of managers and team leaders is the single biggest factor in your organization's long-term success.” *

The manager takes care of business operations so that the doctor can:

1) focus on improving patients, and then,

2) focus on improving the business.

Most practice/office managers I have worked with are willing and capable, but not quite sure about what to do or how far to go. Good management is a skill, just like doctoring.

If you have a manager, encourage them to read our Tuesday Goal Driver newsletters. Coach them so they improve!

And stay tuned for more information about our practice MBA this fall. You can also sign up for our Practice MBA Waitlist where we will offer special info on practice management.

Fall 2026 Practice MBA Waitlist

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Scaling is generating more production with the same or less resources.

The key to scaling is improving your systems and people.

And the key to improvement… is a competent and motivated manager.

Keep Driving,

Ed

References

*It’s The Manager, Clifton/Harter

*Clarence Gonstead, Wikipedia