If you're looking for a Competitive Advantage over the doctors in your town then you must "Specialize" in services that set you apart from them.
The day of the Chiropractor being known by the whole community by name only, rarely exists. This will be hard for you to believe, but most of your current patients do NOT know your name... or your business name, if asked by friends.
20+ years ago, everybody knew "Doctor So & So", even if they never went to him/her, right? But, it's different in today's world.
People are too busy to care about doctors by name.
Name recognition for the majority of us is dead.
So, to become successful in today's world of competition, you need to Specialize, not Generalize in your office. Think about who makes more in the medical field...
The General Practitioner, or the Specialist?
Who is considered the Expert?
Who is often looked at as a "God"?
If you're not Specializing, then you're just a Chiropractic GP. And that's why people are not lined up to come into your office. Don't believe me... Google how many Chiro's are in your town.
That's your competition right now.
All of them!
You can't have a Competitive Advantage if 15-30 Chiropractic GP's have the same expertise as you. Many of them with ZERO additional training.
"But I'm A Sports Physician."
Being a "Sports Doctor", or a "Pediatric Doctor", isn't specific enough today either. You must learn how to PACKAGE your services. If you do this correctly, you'll create a name for yourself through your PROGRAM SPECIALTY which is much easier to do than by your personal name. This also allows you to advertise to the masses! Not just locally.