Your Brand: What Do You Stand For In Your Chiropractic and Healthcare Practice?
- Ed Petty
- Jun 17
- 3 min read
In your chiropractic and health practice, it’s not what you do, it’s why you do it.
From a marketing standpoint, you must distinguish your health services as unique from comparable alternatives.
If you just go along to get along, you run the risk of becoming a mishmash, an alloy, a blend that gets lost in the crowd.
In marketing, we talk about the Unique Selling Proposition – what you have to offer that is special, that separates you from others.
Simon Sinek introduced the concept he called the Golden Circle in his TED Talk in 2009 (Link below). In it, he explains why some leaders and organizations inspire action more effectively than others.
The Golden Circle is built on three layers: What, How, and Why. Sinek emphasizes that most people and companies can explain what they do, and some can explain how they do it, but very few clearly articulate why they do it.
He argues that starting with "why” -- an organization's core purpose or belief — is key to inspiring others and achieving long-term success.
YOUR WHY?
So, what is your “WHY?”
A “Why” is not just an analytical construct. It comes from a passion, a mission, an emotion. Perhaps a sense of justice, love, or curiosity. What is it that inspires you, or angers you, and calls to your heart more than your mind?
Why did you become a chiropractor or decide to work in chiropractic and health care?
How do you feel about the health “solutions” that have been recommended and promoted to your patients by other providers or advertisers?
How “OK” are you with conventional “health care” for your children or your parents?
YOUR BRAND
In Roy Spence’s book, It’s Not What You Sell, It’s What You Stand For, Mr. Spence says “...you first have to identify and articulate the purpose of the organization to have a meaningful starting point to build a brand.”
He recommends that you know your consumers (your patients), yourselves, and your competition. Then, you can answer the question:
What do we have that people want that the competition can't deliver?
Your brand is what you say and do each day with your unique “Why” in mind.
We all can get immersed in, and lost among, our daily duties. But in doing so, the lights can gradually dim on why we are doing them at all.
Jon Gordon, author of The Power of Positive Leadership, says:
"We don’t get burned out because of what we do. We get burned out because we forget WHY we do it."
FORTUNE FAVORS THE BOLD*
I challenge you to define your purpose -- boldly.
There is a stark difference between what you have to offer and what others offer. List those. Discuss them with your team each and every month in your practice.
Take pride in your uniqueness and what makes you special. Because -- what you do is special.
You are special, and that is why you are reading this!
Seize the Future! (Carpe Futurum!)
Ed
* Virgil, a Roman poet, 19 B.C.
Simon Sinek - Golden Circle
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