Academy of Chiropractic Personal Injury & Primary Spine Care Program

Quickie Consult 901
Marketing 96 G

From the Desk of Dr. Mark Studin
Academy of Chiropractic
Preamble: many of these issues are small, yet each issue is just that… an issue. If you take care of the small issues, then the larger issues often take care of themselves and you can focus on the larger issues… a larger, more profitable practice and more family time.

“1 Brick at a Time”

What do I need to do?
“If it was that easy, everyone would have already done it” Mark Studin 2018
“One brick at a time and stay the course” Mark Studin 2018

One of the biggest reasons for NOT SUCCEEDING is substitution. You have a program that works, but not as good as you want, so you scrap it and add another program only to find that too works, but it isn’t the answer you are seeking to get to the top quicker than you are. This is a cycle I endured for almost 20 years until the lightbulb of stupidity went off in my head.

Dr. Schonfeld was the reason I figured it out. Close to 20 years ago he accused me of having “business ADHD” because I changed my plans, direction and action steps so many times because I wanted it all RIGHT NOW!!  I knew early on that I needed a solid infrastructure, but never realized that my business plan included a consistent marketing plan that grew, not substituted. Therefore, let’s discuss the “bricks” or foundational pieces of the marketing component of your business plan exclusive of what you need to learn.  


  1. CV: This is the most important marketing document to have and must be in “admissible format.” You should place your CV in your written report of findings or a welcome packet for patients to have. They will share it.
  2. Preferred listing on the US Chiropractic Directory: Too many of you have a free listing that will do absolutely NOTHING and others have a preferred listing that has not been populated with your CV and office information.
  3. Email database: Of all your referral sources inclusive of current and past patients and lawyers and you must constantly send CV citation updates
  4. Typed E&M Reports: These get sent to the primary care MD’s of your patients and used with lawyers for preliminary meetings.
  5. Diplomas: Your reception area and hallways should be covered with your diplomas
  6. Lawyer Seminars: Every 6 months you should get the lawyers in your community to run after you
  7. MD Seminars: Every 6 months you should get the MD’s in your community to run after you and this has to be done in smaller groups than lawyers, so it must be done more frequently [Trauma Team Members Only]
  8. Written Report of Findings from Back Talk Systems: Patients will fully understand what you need them to do and then will share this with family and friends
  9. Lawyer’s Breakfasts: Educational programs with lawyers to teach 3-4 at a time a chapter in the book
  10. Lawyers Meetings in Offices: You should be meeting with lawyers to edcuate them and their staff monthly.
  11. Evidenced Based Book: Always have 3 on hand for spontaneous meetings with lawyers. I constantly get calls that a meeting was scheduled and you don’t have enough time to get a book. Be Prepared!
  12. Social Media: You should have a strong presence in social media. Your competitors will and this is one area that you have to beat them. Perception often overtakes reality. I urge you to use your credentials to educate the public through social media. Your competitors cannot do that as a rule.

This list can go on for quite some time. However, if you take the above steps, you will now have a strong marketing infrastructure in place for all the other pieces to fit in. Oh… This isn’t easy, if it was everyone would do it… but… Most of your competition is abjectly LAZY and will still be bouncing from program to program looking for the “get rich quick” scheme. I promise you… IT DOESN’T EXIST…. One brick at a time and stay the course!



Adjunct Associate Professor of Chiropractic, University of Bridgeport, College of Chiropractic
Adjunct Post Graduate Faculty, Cleveland University-Kansas City, College of Chiropractic
Adjunct Professor, Division of Clinical Sciences, Texas Chiropractic College
Educational Presenter, Accreditation Council for Continuing Medical Education Joint Partnership with the State University of New York at Buffalo, School of Medicine and Biomedical Sciences

Academy of Chiropractic
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