I heard it again the other day:  “I don’t know why I have to worry about the competition.  I don’t have any competition.  What I’m doing in my practice is unique.”  Well, that’s true.  And not.  What you are doing may be unique, but that doesn’t mean your prospective patients know why it’s unique.  To them, you’re just another chiropractor, unless you have “competitive advantage.”  The concept of “competitive advantage” is just like it says: something essential that gives you an advantage over your competition.  It answers the question “Why should I go to this chiropractor?”  True competitive advantage relates directly to the benefit your prospective patients perceive.  How do you get it? 

1.  Look at the other chiropractors.  What are they advertising that’s special and unique?  I’ll be they have little that sets them apart.  Perfect opportunity for you.
2.  Look at your chiropractic services and products you sell. What can you talk about that would make people come to your practice?
3.  Look at special services and conveniences that add value in the minds of patients.  Convenient office hours?  Pampering?  Make it easier to come to your office.

In other words, you may have no competition, but you will need to do some creative marketing to get prospective patients to understand what makes you unique. 

If you want the complete story about marketing, here is a great book, written by a friend of mine:  Beyond the Niche.  It is an entire marketing course in a nutshell, full of helpful tips and good stories about what works and what doesn’t.