July 2004

Branding ‑‑ the road back to chiropractic

by Dr. Dennis Nikitow

Over my 25 years in practice, I have seen the evolution of chiropractic into a musculoskeletal profession for treating back/neck pain. Even after training thousands of DCs to build successful, high volume, family wellness practices independent of insurance, they are still islands in the large ocean of health care.

I started doing a mental observation of chiropractic in the generations before me (i.e. the Jim Sigafoose/Reggie Gold generation) and the one before that (the BJ generation). I noticed that the public's perception of chiropractic was still the same.

The public perceives chiropractic as a treatment for back pain. In essence we have positioned ourselves that way. Regardless of the reasons ‑‑ insecurity, lack of philosophy, inability to convey wellness concepts ‑‑ the public's perception is we are back pain doctors.

It's most interesting that chiropractic didn't start out as a back pain profession, but a wellness one. If adjusting the spine affects overall health potential, chiropractic (adjustment) is for wellness.

I reasoned with myself that if we "positioned" ourselves to be a back pain profession we could "reposition" ourselves to wellness. Although I and several of my colleagues have been successful at achieving this with many clinics, our efforts have not impacted the public's perception enough to shift the paradigm like it should.

The reason became apparent to me. There was no "uniform operating basis." If the public perceived chiropractic as doing spinal correction for "maximum nerve integrity" to obtain "optimum health potential" they would include chiropractic on their health care teams.

As I began to study this phenomenon closer, I saw that the solution was in "branding." Branding is basically utilizing a unified operating system under a specific name or "mark" that people can identify with: Dominos ‑‑ pizza delivery; McDonalds ‑‑ hamburgers; Winchells ‑‑ doughnuts; Staples ‑‑ office supplies. This has never been done in chiropractic, therefore the public doesn't have a specific awareness of subluxation‑ based chiropractic.

Sure, doctors with big wellness practices can brag about how they are changing the world, and putting subluxations on the map, but the sad reality is they are just islands and are still not denting the public's overall perception of chiropractic to wellness.

If history holds true, there will always be two types of chiropractors. The key is to brand subluxation‑based chiropractic under a "company" name the public can easily identify with. It can't be done from a chiropractic political organization or local philosophy group. This has never worked. It must be a company name where consumers would understand what they would get and learn to expect it ‑‑ in any city, town or state.

I realized this solution could be found in franchising. Under one company name that represents subluxation‑based chiropractic, I saw the opportunity to change the public's perception about chiropractic and wellness. Our franchise, "Chiropractic USA," is off to a great start creating this brand.

Brand recognition under a franchise name would offer an advantage to subluxation‑based chiropractic and repositioning the public's perception to put chiropractic on their health care team as part of their wellness. Some of the benefits would include:

*** Understanding of subluxation‑based chiropractic and its impact on overall wellness.

*** Great results of total spinal correction visible by x‑rays and other tests obtainable only by clinics in the franchise.

*** Association with the highest ethics and standards of chiropractic care that are consistently and confidently delivered by each franchise.

*** Wellness‑oriented testimonials that the public will associate only with the brand because of its unique health philosophy and spinal corrective techniques.

*** Greater certainty and comfort in coming in because they know what to expect from the brand because of the familiarity they obtained through local, regional, and national advertisement and name recognition.

It is a fact that the public is more apt to go to nationally branded businesses because they appear safer and more comfortable.

In addition, as quality results are achieved by patients their referrals help the whole franchise because they refer to the brand name as well as the doctor. This puts the reference in patients' minds that they can receive the same quality care and excellent results at the same branded clinic anywhere.

It's no wonder 80% of franchises succeed. The public is used to them and actually desires them. Think about it. Where do you go for your needs and desires? Best Buy, Dominos, McDonalds, Home Depot, Lowes, Costco, Office Depot, Staples, the list goes on.

Do they make you feel safe and secure? Do you know what to expect when you go there? Are they meeting the public's needs? Are you familiar and confident with their operating basis? Are you more certain about your outcomes?

Now, compare this to an island business, a mom and pop store. You'll notice your feelings are quite different. There is more doubt. It's obvious, the public wants ‑‑ almost demands ‑‑ brand recognition.

There's still a chance for "subluxation" to be as much a household word as "cavity." This mission and vision will be achieved under franchise branding and I'm excited to be one of the wheels that turns it.

(Bringing certainty to chiropractic and the public is what Dennis Nikitow, DC has always been about and that's what the franchising brand of Chiropractic USA offers. To learn more, call him personally at 303‑773‑8027. Or, go to the company website ‑‑ certaintypracticeproducts.com ‑‑ and listen to his audio on Chiropractic USA. For information about other Certainty Practice Products and Dr. Nikitow's seminar schedule, call 800‑544‑3884; outside the U.S., 303‑721‑6202.)