Dr. Potisk’s Great Spine in a parade.
Tom Potisk, D.C., Davenport ’84,
Wis., decided to literally think big. “I
built a huge multi-D.C. family practice,” he
says. “And I attribute much of it to my creation
and use of my giant spine parade and
Dr. Potisk was inspired by the giant spine used
during Dr. B.J. Palmer’s time in the Lyceum
Parade as well as the one Palmer College students
have walked in for many years during
the Bix 7 Road Race. Dr. Potisk’s Great Spine
was designed so it could easily be assembled,
disassembled, transported and stored. “The whole
thing easily fits in the back of a mini-van. D.C.s beg
me to make them, so now I have D.C.s using it in
more than 150 communities across the United States
and in four countries,” Dr. Potisk says. You can reach
him at email@example.com.
GROW your brand
Dr. Lisa Goodman (center) with her associates
Dr. Jace Buzek, Davenport ’10, and Dr. Cynthia
Mangla, Florida ’15.
Lisa Goodman, D.C., CCSP®, CACCP, West ’06,
opened Washington Park Chiropractic in Denver,
Colo., a month after she graduated and it embodied
the vision she had then.
“The first advice I give any students who shadow
me is to take their business plan seriously,” says Dr.
Goodman. “Include what your practice will look
like, the paint or art on the walls, the type of patients,
hours, retail—include everything!” Her belief
is if you can envision it, you can make it happen.
And developing your brand is a big part of that.
Prior to attending Palmer West, Dr. Goodman
worked for an ad agency in San Francisco, which
is where she learned the importance of branding.
“Your practice can grow from one influential patient,”
she adds. “Treat every patient with 100 percent
of what you have; you never know who’s
going to tell all of their book club,” says Dr. Goodman.
“Be yourself. Ask for referrals. Let patients
know what you’re doing on social media. Continue
your branding strategy online.”
She also notes it’s important to create relationships
with other small businesses. “Introduce
yourself at a gym, hair salon, dog wash, elementary
school, etc. Better still, participate and join those
places. Do what you can to lift up the businesses
around you; support them and make referrals.
Your efforts will be rewarded.” Learn more at