In my last post, I delved into the business model behind The Joint chiropractic offices. Reflecting on it further today, I couldn’t help but think more deeply about the differences between volume-driven models, traditional chiropractic offices, and the emerging opportunities in niche chiropractic care.
As a chiropractor, you face constant decisions about how to align your practice with your strengths, your goals, and, let’s be real—market demand. Recently, I’ve been considering the future of my own practice. I’m on the verge of opening a new office, likely in a retail location. Yesterday, I toured properties with my commercial real estate agent in Petaluma. The city’s on the rise, and the rents are still reasonable, especially compared to neighboring Napa, where even "dumpy" locations command much higher prices. It’s a strategic decision—finding a location that offers growth potential without the burden of exorbitant rents.
Day to day, my patient flow leans toward efficiency. While I don’t focus much on soft tissue work (shockwave therapy being the exception), my approach somewhat aligns with the high-volume, quick-visit model popularized by The Joint. It’s streamlined, cost-effective, and appeals to patients looking for fast relief without the frills. Yet, there’s a key difference: I’m honing in on a specialty, particularly neck and shoulder care.
I’m increasingly convinced that specializing in this niche offers a significant opportunity. Neck pain relief, shoulder impingement protocols, and focused care plans that address the common problems associated with these areas resonate with patients looking for expert solutions. The structured nature of these treatments, particularly with tools like shockwave therapy, allows for a clear value proposition and premium pricing.
Of course, with any new practice comes the question of branding. The name of your clinic isn’t just about looking good on a sign—it conveys what you do and who you serve. I mocked up a few ideas, including "Neck Clinic," but it felt a bit tacky. Professional logos and signage can make a world of difference, and I found inspiration in the minimalist approach taken by Sutter’s Walk-In Clinic here in Petaluma. Their sign is simply Helvetica Bold with a small, clean logo—and it works.
Small businesses often fall into the trap of overly ornate or overly complicated signage. In contrast, franchises usually go minimalist, focusing on simple, recognizable logos. That’s something to consider as I shape the brand identity for this new clinic.
If I commit to a "Neck Clinic" model, it might mean a stronger pivot toward personal injury (PI) cases. The PI niche is attractive, but it’s also a space where expertise and resources matter. A successful PI practice requires more than just treatment skills—it demands the right diagnostics, documentation, and relationships with attorneys.
Investing in equipment like an x-ray machine, a MyoVision system, or even a Kinetisense system would be crucial. Proper diagnostics not only enhance patient outcomes but also position your clinic as a serious player in the PI space. If I go this route, I’ll be exploring how to efficiently integrate these tools into care while maintaining a streamlined workflow.
One of my biggest questions is whether there’s still solid money in PI cases. With changes in insurance and healthcare regulations, it’s important to evaluate if this niche is still as lucrative as it once was. I plan to tap into my network and get some real-world insights on what the PI landscape looks like today.
This post is part journal, part exploration. If you’ve stumbled across this and have experience in the business side of chiropractic care—particularly in PI or niche practices—I’d love to hear your thoughts. As I continue down this path, feedback from others who’ve navigated these waters is invaluable.
