The Business Education You Never Got…

SolutionsAm I the only one that didn’t get a business education in chiropractic college?

Chiropractic college did teach me how to adjust, how to pass the boards, and enabled me to get a D.C. degree.

But my first two years in practice I felt like I was in completely foreign territory. Even though I had spent the last 7 years in undergraduate and chiropractic school, not to mention spending a grand total of $138, 000, I still had no clue how to run a business. I think we had one class on it late in the program, but I always felt like the teacher was holding back, as if the school was preventing him from telling us what the real world was really like.

Since that time, I’ve had to educate myself on how to run a successful business, and specifically how to market that business. During this time, I’ve read literally hundreds of books.

In addition to the chiropractic marketing tools I have put together (linked in the top menu on this page), the 7 books I mention below will give you more knowledge and wisdom on running a business than you’ll get in any college, chiropractic or otherwise.

Guerrilla Marketing by Levinson
This book gives you quick, low cost marketing methods for a your business. I don’t like every single one he mentions, but there are many free and low cost  ideas that are good.  You can’t go wrong with this book. Great if your just starting out or going through a tough time with the current economy.

No B.S. Business Success by Dan Kennedy
This book is a straight forward look at what makes a small business successful. If you’re familiar with Dan Kennedy, you know he shoots straight on what it takes to succeed. And he doesn’t mess around when it comes to making money.

Influence: The Pyschology of Persuasion by Robert Cialdini
Another great book that will show you many free and low cost changes you can make to your practice. Dr. Cialdini shows you how people think when making decisions. Based on pyschological studies over the past 50 years. Address how people react to what you wear, what you say, how your office looks, and so much more.

The One Page Business Plan by Jim Horan
I got this book last year and it is by far the best book on business plans. Don’t think you only need a business plan when you start up a new practice. This book helps you lay out a real vision, mission, and attainable goals. It’s a step-by-step easy to follow workbook and CD-Rom. (After being misled by past chiropractic coaches about the terms “vision” and “mission”, this book helped to finally clear this up.)

QBQ! The Question Behind the Question by John G. Miller
You should make every new and current employee read this book, especially if you find them blaming others for mistakes. Also, you should read this and apply it to your life and practice. It’s a quick read, but has the potential to change the way you and your staff interact.

E-Myth Revisited by Michael Gerber
This book can be applied to 95% of your practice. It totally changed the way I look at my business. This is probably one of the most popular small business books ever written.

Total Money Makeover by Dave Ramsey
One of the biggest problems with chiropractors is that because we lived off of student loans for so long in school, we are terrible at managing money. But if you want to succeed in business, you have to follow proven, time tested money principles. This book will help you fix your money problems in your business and personal life. This book will change so much more than just your financial life!

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By | 2009-09-03T16:50:53+00:00 September 3rd, 2009|Categories: Coaching/Strategies, Tools|Tags: , , |5 Comments


  1. Julian Chipley at

    Hey Dr. Beck,

    I feel special because I have read 4 of your top 7 picks. I agree with you that the E-myth is one of the greatest books. I really worked hard at systematizing my offices so that they can operate without me.

    Cialdina’s Psycology of Persuession is eye opening and I have worked to make many marketing pieces directly tie in different methods of “Authority, Reciprocity, and more”.

    Dan Kennedy rules. All of his No B.S. Books are great. if you read a lot of them it becomes a little monotonous but it also drives the message home from a variety of angles.

    Guerilla Marketing is a book I read when i first started out almost 15 years ago. It is a classic and it will help to get a new docs eyes off doing what everyoneelse is doing.

    I will get on Amazon and get the other 3 today!!!

    I would make one reccomendation, “Rich Dad, Poor Dad” by Robert Kiyosaki. This book explains the difference between good and bad debt. It explains that some debt is good and how to use debt to make money. At the same time it teaches you that your personal property such as your cars and house are not an asset but an expense. It is a very simple read on about the 7th grade level and it probably made the biggest difference in my finacial strategies of any book I ever read. Both my parents were educators… they were true “poor dads” in the symbolism of Kiyosaki. This book should be mandatory reading for every highschool student. Get this book. Thanks for all your help and suggestions Dr. Beck.

  2. thom zydervelt at

    Hello Michael thanks for the encouragement. I am very interested in your approach so giving a bit away to us helps as we need to get going to be able to have a marketing budget. You are so right. I have been a chiro for 25 yrs plus with the same continuing problem. I am now really tired of it and it has effected my life and stress levels. You are great and I look forward to finding a new place to set up as I had to take a much needed break so am starting up again with the same no we will not lend you any money thing I heard 25 yrs ago. So thanks Thom

  3. Brandon Hunt at

    Dr. Beck: Your incites into the real world of chiropractic are so true. I have talked with many doctors who have mentioned the exact same things you discuss. I have also been following all of your previous posts and you have mentioned many times that patient newsletters work to build a practice. I have a company that does exactly that. Quality patient newsletters at an affordable price. We have figured out a way to provide the highest quality customized patient newsletter at the lowest possible price, and we do everything for the doctors. As low as $0.63 per patient and that includes postage. We would love to build a relationship with your company and partner with you to help these doctors build a successful practice. Visit our site at or give me a call at 888-400-6825. Brandon

  4. […] presents The Business Education You Never Got? posted at Chiropractic Marketing | Chiropractic Advertising, saying, “I’ve had to educate […]

  5. After I read Cialdini’s “Influence” and Gerber’s “E-Myth,” all of my businesses really took-off. I began to understand the power of words and that just because I was a good “technician” didn’t mean folks were going to knock my door down.

    You’re right, Mike, we didn’t learn the sales and marketing aspect chiropractic practice in school. It’s a hard lesson to learn if you don’t have a mentor.

    Good post 🙂

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