The Secret to Business Success: Intentionality

Ultimately business success depends on human intentionality which is the most powerful evolutionary force on this planet.           — George Leonard

Business success doesn’t occur by accident! Henry Ford, Bill Gates, Michael Dell didn’t succeed on a whim. They consciously and intentionally pursued, explored, and diligently worked hard to attain the brass ring. Therefore, so must you!

You took the time and effort to hire a real estate person, find an office space, and secure your loan.  Then, you had that office space built out to your specifications.  After that, you hired contractors to fill your new clinic with phone lines, computer equipment, and medical equipment. One can only presume that your intention was to be as successful as possible.

You were diligent in your efforts to create a suitable location for your chiropractic practice. You secured a beachhead for your enterprise.  Now comes the moment of truth; the time when you must attack your prosperity intentionally!

In this spirit, your task is to raise your hand and to tell the world that you are open and ready for business!  Additionally, your effort needs to be to stand out in your area, to become a local expert. In so doing, you can begin to develop your foothold on being considered the “go-to” DC and town.

 “A goal without a plan is just a wish.” — Antoine de Saint-Exupéry

To become that local expert, you must approach every promotional effort with Business success with intentionalitythese primary objectives in mind: Every advertising piece should have a strong and compelling headline. Your content should allure and appeal to people’s self-interest. You must provide a tantalizing offer.  You must clearly define your unique stature in the area (your brand). And, you must provide testimonials for those prospective patients who don’t know you and need reassurance.

This is the point at which many chiropractors ask vital and telling questions:  “So, what do I say in my promotional pieces (other than the obvious — I’m a DC)?  How do I know who I’m supposed to reach? Because at this stage of my career, I treat everyone!

The questions listed above are extremely legitimate! I find that many doctors, though they excel at medicine, they don’t often have the time handle the marketing. What they do have, is an abundance of knowledge. Use your knowledge as currency, which if done properly, can reach and touch multitudes.

Often, we advise the doctors with whom we work to go into their files and separate and categorize their patients. Determine what condition each patient has for the treatment they receive. At which point, you will clearly see that a pattern emerges. Based on that model, you will find your predominant area of expertise.

For example, after meeting with one our coaching clients, we determined that a great percentage of her chiropractic practice dealt with treating patients with fibromyalgia.  Interestingly, after reviewing all the local advertising, there were no other DC’s featuring this type of treatment.

The doctor’s immediate next step was to begin to promote herself as the “go-to” doctor in town treating patients with fibromyalgia! She found her brand with a very sound strategy.

Further, she began publishing her knowledge about the treatment of this disease and passing it along to all of her patients. She did this in the form of special reports, booklets, and she wrote her book.  Her reputation began to elevate as she was now a published author as well. From there, she launched her online radio program, one hour per week, and shared it with her current patients. She also played her excerpts from her broadcasts, the MP3, in her waiting room.

She parlayed her new status on social media. She is active on Twitter, Facebook, and Instagram and she regularly posts at the events she attends. The key here is that she posts as the fibromyalgia specialist.

The social media exposure is huge; however, in particular, the demographics of her Facebook postings indeed favor her; for instance:

  • In September 2016, Facebook reported that it had 1.79 billion people using the site each month around the world.
  • Facebook users are 76% female (out of 100% of all women) and 66% male (out of 100% of all men).
  • 93% of Facebook users say they are Facebook friends with family members other than parents or children.

Think of it as a three-legged stool; every promotional component depends on each leg to be dependable.  Your brand tells patients who you are and what you do. Your content (the valuable information you provide) reinforces who you are. Your headline compels patients to notice who you are.

Sadly, in the hustle and pressure of daily life, we all sometimes lose our focus.  That loss of concentration though can wreak havoc on our business success.

Henry David Thoreau observed, “When I wander aimlessly into a day at work I tend to get very little accomplished.  I may be very busy and get many things done, yet real accomplishment lies not in doing many things but in doing the most important things.”

The same should be in our businesses; unfortunately, most of us don’t live our lives very “intentionally!”  Without intentionality, one-week blends into the next, and little of what matters most get accomplished.

We tend to stumble through life a day at a time and look back wondering where a summer, a year, or a decade went.  The problem is, you don’t stumble into great things or even worthy things.  They have to be sought out with intentionality!

To conclude, we often speak with chiropractors that are frustrated. They are frustrated for various reasons, the economy, insurance continue to irritate, government over-reach continues to exasperate, etc.

Though we can’t do much about government interference or the economy, with some strategic tactics, we can improve and enhance our clinics.  More importantly, every doctor needs to approach each day with intentionality.

Let’s face, the best game plan in the world is rendered useless if not implemented! According to many studies, 80% of the secret of success and implementing business growth tactics lies in conquering one’s mind.  You must conquer yourself!

Every day with every message, create a compelling message that speaks directly to your patient’s needs. Showcase your message in a way that attracts the most amount of eyes. Present yourself, your clinic, as the undisputed authority in town. And, provide an alluring incentive for other dissatisfied patients in town to visit you as the only solution for their ailment.

Establishing your brand also pays huge dividends towards patient retention and providing additional services. Over the years, we’ve found that what separates the most successful doctors from every other doctor is patient knowledge.

Most successful doctors know that understanding each patient’s unique life situations is directly tied to business success.  Further, understanding each patient’s unique life situations provide greater opportunities for further medical relief.

Our ongoing mission is to aid doctors in increasing their success in their chiropractic clinics. As such, we endeavor to provide essential techniques to allow our clients to thrive.

Therefore, Set a game plan stick to it, get an accountability partner, but just make sure that you keep your eye on the prize.

“In the long run, men only hit what they aim at.” — Henry David Thoreau


Our nearly thirty-five years of experience has taught us several essential truths; we want to share that knowledge with you!

We invite you to call us!


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From the desk of Steven Cox, co-founder of StevenVonLoren Marketing Strategists, direct: 916.750.6319, Amazon Author Profile, Facebook, LinkedIn, Twitter, personal email:

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