Your Practice's Most Important Metric Isn't Profit—It's Your "Why"
Your appointment book is full. You’re seeing a steady stream of new patients, your income is solid, and on paper, your practice is a success. You have everything you thought you wanted when you graduated.
So why do you feel a familiar sense of dread on a Sunday evening? Why does the work that once felt like a calling now feel like a grind?
This is a story I hear constantly from the chiropractors I coach. They've followed the traditional playbook for building a "successful" practice, meticulously tracking their patient visits, conversion rates, and profit margins. Yet, they find themselves feeling burnt out, uninspired, and disconnected from the very reason they chose this profession: to help people.
The problem is simple. They are tracking the wrong metrics.
An inspiring clinic leader fostering a positive team culture. The team works together on their business vision, demonstrating a thriving practice built on shared purpose and passion.
The Tyranny of a Metrics-Led Practice
In the world of business coaching, it’s easy to get obsessed with numbers. We’re told to focus on Patient Visit Averages (PVA), revenue per patient, and monthly growth percentages. These metrics are useful, but they are not the goal. They are merely the consequence of a healthy practice.
When you run a purely Metrics-Led Practice, you start making decisions to serve the numbers, not the mission.
You might push for a treatment plan because it hits your PVA target, not because it feels truly right for the patient.
You might design your marketing to attract the highest-paying type of client, even if they aren't the people you are passionate about helping.
You might avoid taking a much-needed holiday because you're afraid of the dip in your monthly revenue chart.
Before you know it, you've built a technically successful business that feels personally hollow. You're no longer a healer; you're the operator of a machine.
The Power of a Vision-Led Practice
Now, imagine a different approach. Imagine a practice where every decision—from the way you design your website to the people you hire—is filtered through a single, powerful question: "Does this align with my 'why'?"
This is the foundation of a Vision-Led Practice.
As Simon Sinek famously explained in his book Start with Why, people don't buy what you do; they buy why you do it. This is a thousand times truer for healthcare. Patients aren’t just buying an adjustment; they are buying into your belief system, your approach to care, and your vision for their health.
When you are crystal clear on your 'why'—your core purpose for being a chiropractor—something magical happens:
Decision-making becomes effortless. Wondering whether to invest in new equipment? Does it help you fulfill your 'why' more effectively? Unsure how to market yourself? Simply talk about your 'why'—your passion will attract the right patients like a magnet.
Authenticity becomes your brand. You stop trying to be the chiropractor you think you should be and become the chiropractor you are. This genuine passion is irresistible to both patients and potential team members.
Burnout is replaced by passion. When your daily work is a direct expression of your deepest values, it ceases to be a grind. It becomes a source of energy, not a drain on it. You remember the feeling that made you start this journey in the first place.
How to Rediscover Your 'Why'
The metrics on your profit and loss statement can tell you how your business is, but they can't tell you where it should go. Only your 'why' can do that.
So, I encourage you to take a step back from the spreadsheets. Ask yourself the questions you probably haven't considered since graduation:
Why did I choose this path over any other?
What specific change do I want to create in my patients' lives?
If money were no object, how would I run my practice?
The answers to these questions are the true leading indicators of your future success and fulfillment. They are the foundation upon which a truly great practice—and a truly great life—is built.
Owain is the founder of Practice Made Perfect, a coaching business dedicated to helping chiropractors build wildly successful practices that are authentic, sustainable, and aligned with their deepest values. If you feel disconnected from your work, our 10-day intensive programme is designed to help you rediscover the 'why' that will change everything.
