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Marketing: The Benefits of Positioning: Football, Food, and Chiropractic

Tom Brady, 5x Super Bowl MVP, and chiropractic Creative Commons

“Chiropractic just makes you feel so much better… as long as I see the

chiropractor, I feel like I’m one step ahead of the game.”

Tom Brady (7× Super Bowl Champion, 5× Super Bowl MVP, 3× League MVP, 15× Pro Bowler, Considered GOAT.)

For those of you who are Patriots fans, Sunday was a tough loss.


But Seahawks fans (the 12s), you’ve got to be feeling pretty good. That was a clinic in defensive strategy.


I enjoyed the game, but here’s what caught my attention - nearly half the country watched the Super Bowl. That’s significant -- not because of football, but because of what people pay attention to.


And that brings me to the subject of positioning.


Positioning is a marketing concept that means borrowing meaning from things people already trust, admire, or desire—and letting that meaning transfer to your service.


This weekend gave us two very relevant examples.


2 THINGS PEOPLE CARE ABOUT

(That Relate Directly to Chiropractic)


1. Sports

People of all ages love sports. Sports require physical health, mental focus—and I’d even say spiritual discipline. You must be healthy to perform, and health is your department.


There’s also a reason every professional football team has a chiropractor. If you haven’t looked into it, check out the Professional Football Chiropractic Society:


2. Healthy Food: RealFood.gov

During halftime, a public-health PSA aired promoting real food and warning about ultra-processed diets. In the spot, Mike Tyson spoke candidly about his own struggles with obesity and the tragic loss of his sister, who died young from a heart attack linked to obesity.


His line was blunt (and memorable):


“We’re the most powerful country in the world, and we have the most obese, fudgy people.”


The ad was funded by the Department of Health and Human Services, currently headed by RFK Jr., who has attended chiropractic conventions and spoken at chiropractic colleges.


These are not fringe ideas. These are mainstream conversations.

WHAT THE RESEARCH TELLS US


This shift isn’t anecdotal. The data supports it:


U.S. adults using at least one complementary health approach nearly doubled, from 19.2% in 2002 to 36.7% in 2022.*


Among adults aged 50–80, 66% report using at least one integrative health strategy.*


People love sports. Real food is being promoted nationally.


And more Americans are using natural health care.


So the question becomes: How Do You Join the Party?


There are lots of ways. Here are a few proven ones.


1. Be the change.

As Gandhi is said to have put it—be the change you want to see. Exercise. Eat well. Get adjusted.


2. Make it a core value.

Support your team in practical ways to help them move better, eat better, and stay healthy.


3. Communicate it relentlessly.

Table talk. Newsletters. Social media. Don’t assume people “get it.” Repetition builds positioning.


4. Create health allies.

Build relationships with owners of athletic businesses—golf courses, gyms, yoga studios, CrossFit boxes—and with coaches at schools or special programs. Cross-refer appropriately. Relationships matter.


5. Provide workshops.

Education beats advertising.


Include consultations and screenings. Partner with a pro or business owner when possible. Share a couple of success stories—with photos.


For example, we’ve done this successfully with golf workshops, co-hosted with chiropractors and a golf pro. Titles included:

  • Golf and Back Pain – Reducing Back Pain in Golf

  • Generating Increased Power in the Golf Swing

  • Improving Distance and Accuracy


We had strong turnout, immediate new patients, and more followed.


Golf season is right around the corner—and I’ve been told golf is a sport (lol).


Here are other natural workshop opportunities:

  • Gyms

  • Runners / Endurance sports

  • Cycling / CrossFit

  • Recreational & youth sports

  • Organic food stores


Sports. Real food. Good health. Your chiropractic services.


For the win!


Keep Drivin’,


Ed


P.S. If you’d like help applying this in your practice, you know where to find me. 🖐️


References:





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