As chiropractors, we spend years mastering patient care—learning about the body, perfecting our adjustments, and ensuring the best outcomes for those we serve. But there’s one critical area that often gets overlooked in our education: business development (BD).
Business development is the missing link between being a skilled practitioner and running a thriving, sustainable practice. Yet, for most of us, it’s a topic that feels foreign, intimidating, or even taboo.
Where It All Started for Me
During my time at university, we had a grand total of one lecture—yes, one—on business and jurisprudence. A single morning dedicated to a topic that could make or break the future of our careers. It’s no surprise, then, that so many chiropractors feel overwhelmed when it comes to growing their practices.
But here’s the truth: without mastering business development, even the most talented chiropractor will struggle to sustain their practice. Let’s change that.
1. Stop Avoiding the “Business Talk”
Talking about things like money, marketing, or sales can feel awkward in our field. We’re here to help people, not sell to them, right?
But here’s the reality—without patients walking through the door, we can’t help anyone. And to get patients in, we need to embrace business development. This isn’t about being pushy or salesy; it’s about creating systems that allow you to serve more people and thrive while doing so.
2. Elevate Yourself, Elevate Your Practice
Growing your practice starts with growing yourself. Personal development (PD) is just as essential as business development.
Your mindset, confidence, and professional philosophy set the tone for your practice. As the saying goes, “You will never outperform your self-concept.” So, if you want a high-performing practice, start by working on YOU.
That said, personal growth alone won’t pay the bills. To truly thrive, you need to understand the fundamentals of running a business: marketing, sales, and scalability.
3. Marketing Is About Consistency, Not One-Offs
When it comes to marketing, consistency is the key to success. A big Facebook campaign or a one-time reactivation drive can bring in patients, sure—but it’s the steady, ongoing systems that create lasting growth.
Ask yourself: how can you make your marketing run smoothly and consistently, even when you’re not directly involved? That’s where having a structure—a “done without me” (DWM) system—becomes invaluable.
Whether it’s automation, a well-trained team, or both, your marketing should work like a machine that keeps running, no matter what.
4. Embrace the “Sales Seat” in Your Practice
Here’s a harsh truth: most chiropractic practices don’t think about sales at all, and it’s holding them back.
Sales aren’t about pushing products—they’re about guiding potential patients to take the next step in their care. Whether it’s converting leads into appointments or helping patients commit to long-term care plans, having someone dedicated to this role can transform your practice.
In one quarter, we saw a lead-to-booking rate jump to nearly 70% just by hiring two dedicated salespeople. That didn’t happen by accident—it was the result of focus, intention, and strategy.
5. Build a Team and Structure for Growth
Many chiropractors make the mistake of trying to do everything themselves. While that might work for a while, it’s not sustainable.
You need a team—and not just any team. You need clear roles, accountability, and a structure that ensures the business keeps running, even when you’re not there.
Here’s the hard truth: everyone leaves eventually. Your job is to create a system that can thrive no matter who is in the seat.
6. Shift from Force to Power
Many chiropractors operate by sheer force—pushing through long hours and endless responsibilities. But that’s a recipe for burnout.
The better way? Shift from force to power. Power means creating systems that allow your practice to run smoothly without requiring constant effort from you. It’s the difference between working in your business versus working on your business.
7. Replace Yourself
Ultimately, the goal of any business owner is to replace themselves—not to step away entirely (unless that’s your goal), but to build a practice that doesn’t rely on you for every decision, adjustment, or marketing effort.
This means creating marketing systems, hiring a sales team, and developing a structure that allows your business to thrive. When you do this, you’ll have the freedom to focus on what you do best—and help more patients in the process.
What’s Next?
If we want chiropractic to grow as a profession, we need to stop avoiding the business side of things. Embrace it. Learn it. Implement it.
Your patients, your team, and your future self will thank you for it.
What’s your biggest challenge with business development? Share your thoughts below—I’d love to help!
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