I’ve spent a fantastic day on coaching calls with amazing chiropractors. A theme I saw today was about how people view us, what they say about care in our offices and how that makes us feel and react. The clients I work with are feeling tired and defensive about the best healthcare product on the planet. What they are really defensive about is the way they are perceived.
Reducing and removing subluxation from the nerve system has been measured to change brain function, to change cerebral spinal fluid flow, to increase immune function and to increase overall quality of life. This is a fact. People may not always perceive it this way. But it is a truth.
We live in a world that is suspicious of things natural.
We have real lemon in furniture polish and artificial lemon flavor in lemonade. My neighbors are afraid of fresh air because it will trigger their allergies. My sons friends look at the REAL maple syrup I have and put on gas masks before approaching. Women in our office scoff at the idea of natural childbirth. Everything is backwards. What is of the natural world is suspect and what is fabricated and distorted is comfortable. In many moments in the day, we chiropractors are aliens living in a whacked out planet.
Remember who you are and what you have to offer.
We have negative cultural authority and people are confused about what we do, so we have a negative brand equity. All of this leads up to the fact that the public has a mistrust of our service. They feel suspicious, perceiving what they perceive. But…THAT. DOES. NOT. CHANGE. THE. TRUTH.
Never forget who you are.
Never forget what you have to offer.
Never forget the tremendous influence you have over generations of health as a result of an appointment in your office.