From: Dr. Margolies

I was recently asked to speak before a woman¼s fellowship group concerning Chiropractic 
Marketing and Public Relations. The group, Ladies for Life, is a chapter of Ladies for Life 
International an organization in existence for twenty years expounding the principles of Life 
University and The Lasting Purpose of Dynamic Essentials. These women; doctors, 
students, chiropractic wives and daughters meet regularly to share the warmth of 
chiropractic and set the sails for their community and their children¼s future. I asked their 
vice president, Heidi, where they see their future direction. Her response is often the 
response of most of us ..  „we¼re directing it now.¾ Too often we begin our journey 
without a map .. a direction .. a goal. If we had such a goal .. did we set proper action 
steps .. are we ready to accept the challenge and have we delegated the proper person(s) for 
the immediate and follow up jobs. The success of a marketing and public relations is in two 
words .. follow through. Here¼s an example:

You are probably aware that Life University ... formerly Life College, is the brainchild of 
its founder and president, Dr. Sid Williams. Then an acorn ... now a tree of (for) Life, this 
school, which I graduated in their third class, June 1978, is an ever lasting tribute to a 
dream. A huge and risky dream. I realize that these e-mails go throughout the spectrum of 
political chiropractic. Dr. Sid may be awed or tolerated by many and not by few, but when 
a person steps to the front of the fight, he/she expects to get their share of licks .. battle 
scars are a badge of honor and courage. Dr. Sid stands tall today with his share of scars but 
with the glory as well. Life University is a reality of brick and mortar that remains a 
testament of will, confidence, vision and guidance. 

I remember the assemblies when a dream was placed on paper and now can be touched in 
concrete. I remember when a plan was set in motion with active components being applied 
and everyone had a chance to be part of a forward movement. We were students hoping 
that the school would be accredited .. that the states would allow us to sit their boards .. 
that insurance companies would recognize our value (seems we still have work to do here) 
.. that our tuition would eventually be a token of the potential of an adjustment .. all this 
while we bitched about this and that .. we really couldn¼t see the tree from the forest. We 
were knee deep in the bog .. we lacked vision because of the mist. 

So too with you. It takes but one person¼s vision .. that person¼s guidance and leadership 
.. and others to follow and lead to plant that seed .. if the foundation is strong there will be 
life. Are you that one person .. can you lead or do you often get out of the way?


Do you set guidance within your office? Are there set your weekly, monthly, quarterly, and 
yearly goals? Can you visualize what it¼ll take to grow .. how big is up to you .. but can 
you literally anticipate growth .. even in a drought? I often receive e-mail requests for 
advice concerning the onslaught of managed care and the „Sky is Falling¾ attitude that 
permeates some of us. This is not vision .. its being bogged down within the mist. Anyone 
.. can predict their future .. especially if it¼ll be failure by accepting it even before a positive 
posture is ascertained. You heard it before ... we can spend hours on a contingency plan 
for failure without a minute spent on the possibility of success. Why?  fear of rejection .. 
dejection .. a projection that with success comes more work .. and yes .. more 
responsibility. It¼s easy to predict failure or partial success .. your anticipation was fulfilled 
because your cup was literally half full to begin with. Why bother being a dreamer .. taking 
the risks .. looking beyond the sky into the heavens .. why bother .. it¼ll take more time 
and energy .. create more headaches and work .. but .. (could it be) .. possibly bring joy as 
well.

So, whether you, your office, or your group is active and attractive to others you still need 
to have a dream .. a vision .. and leadership. Start with the possibility that we have a 
valuable service which is not duplicated within the healthcare systems of the world. That 
our body has the ability to heal itself if interference is removed from this system placing 
harmony where there is once disharmony. That various biomechanical and visceral factors 
stifle our existence as a whole and unique creature, and it is the role of chiropractic to 
remove this interference and allow the body to heal itself.  Can it .. will it all the time ..Ah 
.. there¼s the rub .. maybe .. but always it¼s best without interference than with. 

So start with this premise and work a dream around it. A dream that a movie was based up 
.. „build it and they shall come ....¾ A field of dreams .. acres and acres of health with a 
grand utopia of cornucopia. Why .. because it¼s within reach .. it¼s out there .. but it has 
first to get from your mind¼s eye to the mind and heart of your staff .. your family .. and 
then your community. From an acorn to a tree .. you can do it!

If you feel these e-mails are sometimes lavished in mush .. think again. As I tell my class .. 
if you can¼t do it .. if you¼ve stepped beyond your comfort zone .. if too much positive 
thinking gives you a headache .. but you are still a dreamer .. than there¼s hope. Just search 
for a manager to manange your practice .. every corporation has components .. you are the 
technical and they are the heart .. just big a head. 


Dr. M