Change Their Perception, Change Their Life (Part 1)

This is an excerpt from a presentation I recently gave at the ChiroSushi Summit. Enjoy!


I’m sure you already know this, but it’s worth saying. Chiropractic is cool!! If you’re a Chiropractor or a CA – you’re up there with the astronauts and people who swim with sharks. You have the power to transform lives. The problem is, people don’t know it. They still think chiropractic is for back pain or for hippies. And there’s nothing cool about that.

So our job is not only to help people change their health, we need to change their minds. We need to change their perception of chiropractic. And if we change their perception, we can change their life.

Now I have three ways you can change people’s perception of chiropractic. And, docs. I know you’re busy. The best part about these things is that they can also be done by CAs.

The first and easiest thing you can do to change the public’s perception of chiropractic is to start with what they see.

You know the phrase, a picture speaks a thousand words?  Or if these walls could talk? What we see in your office, on your walls, the pictures you put on your website, everything is communicating a message. And many times, we aren’t telling people the right thing, or we aren’t telling people the whole truth.

If I were to walk through the average chiropractic office or even look at the average chiropractic website I would probably see similar things: Pictures of people holding their back. Pictures of people demonstrating poor posture and why it’s bad. Pictures of x-rays of necks and backs. Pictures of famous people with quotes about how chiropractic helped them. A lot of posters that I wouldn’t even look at because there is just too much text on them and ain’t nobody got time for that and it’s probably over my head anyway in some fancy doctor language.

So as a patient, what is being communicated when I see these things? Chiropractic is for your back and neck pain. Chiropractic is for rich famous people and I can’t afford this. Or it’s outdated so I don’t need this. Chiropractic is too hard and complex for me to care about or understand.

The human brain can process an image about 60,000 times faster than it can process text. When these pictures are all people see, it’s no wonder they’re not more excited about chiropractic!  Where’s the life? Where’s the message of hope? Where’s the joy that living a chiropractic lifestyle can bring? These are the things we should be communicating.

With things like Pinterest, Instagram, and Snapchat – it’s easy to see that Millennials connect best through visual stimulation. Millennials can tell the difference between cheesy stock photos and real life photography. They want to see things that connect with the heart, not just try and sell something.

If you want to change what people think about chiropractic, start with what they see. It’s subtle, but subtle messages are able to reach people at that emotional, lizard brain level and if you can convince their lizard brain, they’re convinced for life. Through our pictures, our designs, we can give people a glimpse of what life could be if they started living the chiropractic lifestyle.

So you know what kinds of things we put on our walls and on our website? Pictures of kids getting adjusted – showing patients that chiropractic isn’t just for when you’re old or after you get in a car accident. It’s for when you want to have a healthy life, right from the start. Pictures of real people, just like them, who are excited and happy to be getting adjusted – showing patients that chiropractic isn’t just for people in pain. It’s for people who want to get the most out of life.


Look for Part 2 next week!

About the Author

Hannah Nelson

As founder of ChiroCulture, Hannah's goal is to empower and inspire chiropractors to make the difference they always dreamed of and help them create a better and healthier world.