by Ray Foxworth, D.C., FICC •
President & Founder, ChiroHealthUSA •
Running a chiropractic practice has never been more challenging—or more full of opportunity. The landscape is shifting rapidly, with evolving patient expectations, insurance constraints, and digital communication shaping how we grow and sustain our businesses. Yet amid the complexity, the most successful chiropractic offices tend to share a few critical, often-overlooked traits that allow them to thrive.
After 17 years of supporting over a million families through ChiroHealthUSA, we’ve seen what separates average practices from exceptional ones. These “secrets” aren’t revolutionary, but they are transformative when applied with intention. Here’s what we’ve learned:
1. Strong Patient Communication Strategy
The modern patient craves convenience and transparency. Practices that leverage technology—online booking, digital intake forms, and mobile payments—are meeting patients where they are. Just as importantly, they understand that communication doesn’t stop at the front desk. It continues through online reviews, social media engagement, and the way your team talks about care and costs.
Here’s the truth: 97% of consumers make buying decisions based on reviews, and 63% judge a provider’s credibility based on online presence. If you’re not proactively managing your online reputation, you’re likely losing prospective patients before they even walk in your door.
Want to stand out? Ensure that every member of your team practices responses to common objections, clearly explains care plans, and builds genuine rapport. Remember, unclear or uncomfortable conversations about care or fees are a top source of patient dissatisfaction—and even malpractice claims.
2. They Know the Value of Their Services (And Charge Accordingly)
Too many chiropractors are guessing at what to charge—or worse, apologizing for their fees. If you don’t know your average cost to deliver care, how can you ensure you’re actually profitable?
Start by calculating your monthly overhead. From there, research your area’s market rates using tools like fairhealthconsumer.org. Then, set your fees based on data, not assumptions. Never accept payer contracts that reimburse below your actual cost of delivering care. Signing contracts blindly can erode profitability and undervalue your services.
Knowing your numbers gives you the confidence to present fees clearly, and patients respond to that confidence.
3. They Offer Payment Options (And Use Legal Discounting)
Payment flexibility shouldn’t mean opening your practice up to compliance risks. Instead of offering informal discounts that may violate state or federal laws, successful clinics use compliant tools like Discount Medical Plan Organizations (DMPOs) to extend network-style savings to patients who pay cash.
ChiroHealthUSA is one such solution, offering patients real savings while helping practices boost patient retention and revenue. In fact, practices using ChiroHealthUSA see 50% higher retention and 20% more revenue on average.
Auto-debit plans, clearly defined hardship policies, and prompt-pay discounts (structured around real savings) can all work—as long as they’re documented and compliant. Don’t risk a dual fee schedule or inducement violation.
Learn more about compliant discounting options through ChiroHealthUSA.
4. They’re Nimble and Prepared
Ultimately, the most resilient practices are those that adapt quickly. Whether it’s a new OSHA requirement, an insurance policy update, or a global pandemic, your ability to course-correct keeps your team safe and your doors open.
That starts with planning. Every practice should have written procedures for emergencies, public health guidance, and staffing disruptions. Communicate these plans with your team and patients. Build cash reserves for unexpected expenses and regularly review your protocols.
Preparedness isn’t just about emergencies—it’s about being positioned to grow, regardless of what the future holds.
If you want to dive deeper into these strategies and discover how to put them to work in your practice, download our full white paper:
“4 Overlooked Secrets of Successful Chiropractic Practices.”
👉 Click here to download the white paper now.
You’ll walk away with actionable steps to improve communication, confidently set your fees, offer legal discounts, and build a practice that’s as profitable as it is patient-centered.
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Why is the Discount Challenge prize amount $15,024? Because that is the average “per-occurrence” fine for Medicare inducements. That’s not $15,024 per patient, that’s not per provider, that’s PER VISIT. Stinks, doesn’t it? To us, the prize amount is worth the investment if we can help our profession better understand proper discounting.