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.

You can listen to Becoming the Disc Injury Expert In Your Community online on Radio and Podcast. Open the player on this page to stream the available audio.

Becoming the Disc Injury Expert In Your Community is an episode from Modern Chiropractic Marketing Show by Kevin Christie.

This episode is 24:54 long.

This episode was published on Apr 9, 2026.

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