Becoming the Disc Injury Expert In Your Community

Dr. Kevin Christie explains how chiropractors can position themselves as the go-to disc injury expert in their community using an “audience builder” framework. He outlines an XY-axis positioning concept (expert vs. non-expert; generalist vs. specific) and emphasizes that clinical skill is essential but visibility and perception in the community determine whether patients see you as an expert.

 

Dr. Christie recommends defining ideal patient psychographics before demographics, then selecting target groups prone to disc injuries and identifying offline and online congregation points to reach them. He also applies Donald Miller’s StoryBrand messaging model to disc-injured golfers, clarifying external, internal, and philosophical conflicts to craft compelling content and outreach.

 

Dr. Christie stresses that strong marketing must be matched by strong outcomes.

 LISTEN NOW!!

Read full transcript
 

About the author, Kevin

Dr. Kevin Christie is a Chiropractic Physician and Certified Ergonomic Assessments Specialist (CEAS II) who dedicates himself to treating his patients’ symptoms and physical dysfunctions, whether it’s a professional athlete, a weekend golfer, or an office worker. 

Dr. Christie received his B.S. degree from the Florida State University in Exercise Physiology and was an assistant strength & conditioning coach for FSU athletics. His education and desire for learning continued at Logan College of Chiropractic in St. Louis where he received his Doctor of Chiropractic and Masters In Human Biology degrees. 

Dr. Christie is currently the CEO of Health-Fit Corporate Wellness which provides On-Site Chiropractic and Ergonomics for corporations such as Royal Caribbean, ADT Security, Tyco Integrated Systems, World Fuel Services, Strategic Coach, Frito-Lay, and others. 

In 2016 he launched The Modern Desk Jockey Podcast, which provides healthy solutions for the desk worker. 

Dr. Christie has been the Chiropractic/Sports Medicine Physician for multiple football academies in South Florida. He is currently the Sports Chiropractor for XPE Combine Prep Program in Boca Raton, FL. This role includes treating the college football players during the NFL Combine Prep Program and the NFL Combine in Indianapolis. He also has worked on over 500 NFL, MLB and NHL players for these strength & conditioning companies during their off-season Pro NFL/MLB programs.

In November 2009, Dr. Christie was appointed by Governor Charlie Crist to the Board of Athletic Trainers as the Chiropractic advisor. This appointment is through the year 2017 and will include working with and advising the Board of Athletic Trainers on maintaining and improving the quality of care for Certified Athletic Trainers in the state of Florida.

Subscribe to Podcast

PodcastKevin Christiebusiness development, Chiropractic business, Chiropractic content marketing, chiropractic marketing, content marketing, Marketing Strategy, modern content marketing, Modern Marketing, modern chiropractic marketingComment