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From the Past to the Present–Palmer Women Continue to Inspire

From the Past to the Present–Palmer Women Continue to Inspire

Winter 2016

practice insights

Creative chiropractors shine.

In a world where everyone’s vying for your attention, sometimes you have to be creative and innovative to be seen and heard. Meet two of our alumni who are doing just that.

Spine-tingling promotion

Dr. Potisk’s Great Spine in a parade.
parade participants walking on a street with vertebrae costumes on

Tom Potisk, D.C., Davenport ’84, South Milwaukee, 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 event costume.”

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

GROW your brand

Dr. Lisa Goodman (center) with her associates Dr. Jace Buzek, Davenport ’10, and Dr. Cynthia Mangla, Florida ’15.
Drs. Buzek, Goodman, and Mangla standing together outside of clinic windows

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

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