About Black Sheep DC

Over the last several years, many people have asked me if I'm THE Black Sheep DC...like I gave myself a nickname. NO, I didn't give myself a nickname. Not only would that be silly, but it goes against basic nickname protocol.

Black Sheep DC is about a type of chiropractor. It's about chiropractors who is relationship-centered...chiropractors who aren't afraid to be themselves and are committed to excellence. It's possible that you may be a Black Sheep DC and not even know it. 

Relationship-Centered Chiropractor (noun)
1. a chiropractor who explicitly recognizes the importance of strong relationships and who cultivates strong relationships with their patients, other practitioners, and their community.

About Dr. Jerry Kennedy

chiropractic marketing for relationship-centered chiropractors

I like to say I’m a nobody from nowhere. Yes, I am a chiropractor…or at least I was for 9 years. Yes, I nerd out on business and marketing. Yes, I like to teach (and talk) more than I like adjusting spines. No, I didn’t close my practice to be a chiropractic coach. In fact, I fought the idea of being a chiropractic coach because my experiences with practice management and chiropractic coaches were so bad. I didn’t want to be THAT guy.

The chiropractic profession is flooded with gurus. You can’t throw a rock without hitting one. These people love to pretend they have the secret formula for success. They love telling you about their million dollar practice, the 500 people that they signed up from a dinner talk, their triple digit PVA, or how they got an unlimited number of patients from the internet without spending a dime. They always make success sound a lot easier than it actually is. That’s NOT me. 

My practice experience tells me that success is very doable, but it’s also a lot of hard work. It requires a willingness to fail. It requires perseverance. It requires grit. If it were easy, every chiropractor would be successful. I don’t know if you’ve noticed, but most aren’t.

I was 24-years-old when I started my practice. I didn’t know how to run a business. I didn’t know how to manage money. I didn’t know how to market a chiropractic practice. I didn’t know how to relate to patients. I was a hot mess.

Eventually, I started to figure out the whole “running a chiropractic business” thing thanks to some books, questionable practice management experiences, a variety of business and marketing courses, and a lot of trial and error.  What appealed to me most were the concepts of relationship marketing. Since chiropractic is relational by nature, it makes sense for chiropractors to structure their business and marketing in ways the build strong relationships rather than emphasizing selling and closing.

As I looked around the chiropractic profession, I saw (and still see) an absence of coaches/mentors teaching chiropractors relationship marketing. Sales and closing dominate the space. Personally, I believe that a sales heavy approach to chiropractic business is hurting the profession. It undermines public trust, which is a major problem for chiropractors.

The bottom line is that I thought I could help. I'm not trying to fix chiropractic, or help everyone for that matter. But there are a lot of chiropractors out there (like I was) who want to be relationship-centered with their business and marketing, but they don’t know how. So I created Black Sheep DC. Basically, I wanted to create the resource that I wish would have been around when I first got started. I always say I’m trying to go back in time and help 24-year-old Jerry.

The purpose of Black Sheep DC is to help chiropractors grow successful, relationship-centered practices. If that sounds like your cup of tea, welcome.

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