Marketing is a Frame of Mind


We all have dreams… some grand… some small. Please take a moment to dream a bit… to imagine the life of your dreams.

marketingcomputerOne day I will go…

One day I want to…

One day I will stop…

One day I will have…

One day I will learn…

One day I want to earn…

One day I will play more…

One day I will visit

One day my office will…

Marketing is as much a state of mind as it is an ad, a program, a commercial or a concept.  Marketing starts with a strong belief in chiropractic and one self.  It is a commitment to change the world one spine at a time. Dr.James Parker had his WOC formula.  It meant Whip, Out, Card.  At his seminars he would challenge you to give out ten cards per day.  Are you willing to educate the public, to face possible rejection? 

What do you want in practice?  What price are you willing to pay? I have told my son Jason now at Parker College,  “The road to success is always under construction”. No where is it written that life is easy, that being a chiropractor is easy.  Who said that just because you got a degree that life should be easy.  It is good to dream, important to set goals, but action takes commitment.   Make a commitment to make today a great day, a day to act, dreaming is for nighttime, setting records, reaching your goals is for today.  The best time in life is now.  There is one thing I will promise you about life, you will not get out of it alive.  So lets make today special.

Turn Your Dreams Into Goals

The more clearly and precisely you describe your dreams — turning them into clear targets — the easier it is to focus on the means for their attainment.

These specific milestones then become your most vivid, powerful and inspiring goals, because they’re in direct alignment with what you value most. Larry Markson taught me over twenty years ago to write down my goals.  Mark Victor Hansen said in regard to goals, “Goal setters are goal getters” set it and you won’t forget it. Marketing starts with a belief that chiropractic chose you, as you chose chiropractic.  If your goal is to help, to heal, then start dreaming of how you can change the world “one spine at a time”

stay committed to it.  Make a goal to get 10 new patients next week, imagine yourself talking about chiropractic to every person you meet, then “WOC” them.

I once read,

goals“If dreams are born from imagination, then goals are born from a promise. Knowing this, set your goals with great care because when you set them, you are promising yourself exactly what you expect to get out of your life.”

Now it may not be easy, it may be frustrating, but this form of marketing is free.  I studied all the programs , implemented the majority of them.   At Concierge Coaches we have over 30 new patient programs and they all work.  The “secret” is not in the program, but the mindset of the doctor implementing it. Today lets keep it simple, lets keep it easy , lets “WOC”  ourselves to success.  No it won’t be easy, adversity and conflict is a part of life, who knows that better then me.  When you come to a roadblock, just take the detour.

You CAN live your dreams IF you remain focused on the TREASURE… not the TROUBLE

The key to personal marketing is setting goals.  Make a plan, then set a goal to complete it.  Giving out ten cards per day is a plan, now set the goal, then complete it.

Remember, the difference between a dream and a goal is a date. Goals are “Absolute Will-Be’s” and “By When’s”, when you become 100% personally responsible for making them come true.

There’s nothing more critical to your long-term marketing, regardless of the plan or program  than setting specific goals and then holding yourself accountable for each and every one of them.

If dreams are born from your  imagination, then goals are born from  promise and preparation. Knowing this, set your goals with  care because when you set them, you are promising yourself exactly what you expect to get out of your life. Prepare for Today and One day you will have what you want.

You have the POWER to build your practice by making your dreams real, by taking 5 simple steps:

Step 1: Imagine your One day dreams.

Step 2: Turn your dreams into goals.

Step 3: Turn your goals into plans.

Step 4: Prepare for the future

Step 5: Commit to improvement TODAY.

Part of having SMART goals is making them TANGIBLE. Be realistic.  If you are averaging 100 patient visits per week, don’t make your immediate goal 500 per week.  Set a goal for 150 patient visits per week.  If you are still a student start now.  Set a goal for 1 new patient per week while in clinic.  This is an achievable goal.  The great thing about Chiropractic is everyone needs it.  Not someday, not One Day but TODAY.  Once you reach your goal celebrate your victory and then set another goal.  I teach all my clients to set goals.  As a consultant I push my clients not only to set goals, but to achieve them.  If you read this article and enjoyed it then take a moment now to enter a few of your most cherished dreams and goals.

This is the first step towards making them real…


Dr. Eric S. Kaplan, a former President COO of  a NASAQ traded public company, which included Nutrisystem, Currently he is CEO of Concierge Coaches, Inc.,,  a comprehensive coaching firm with a successful, documented history of assisting doctors create profitable practices nationwide, providing over 30 New Patient marketing Programs. Teaching doctors nationally how to develop a successful business in the health care industry of today. . Dr. Kaplan is the best selling author of Dying to be Young, and Lifestyle of the Fit and Famous and Co-developer and President of Discforce and Palm Beach Massage Centers,, the next Generation Chiropractic Practices, massage and Spinal decompression   For more information on coaching or spinal decompression, call 1-561-626-3004.

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