Developing Your Core Values, Vision and Mission for Your Upper Cervical Practice

Core Values, Vision and Mission for Your Upper Cervical Practice

core valuesWhen establishing or attempting to take an upper cervical practice to a new level it is very important that you have your core values, vision and mission in place.

This is much more than just something you stick on the wall.

When you establish core values, vision and mission effectively it will make an impact on everything you do in your practice.

The work that it will take to determine the things that are important to you, your team and your patients will pay off in both the short and long term.

Also once you have these key components in place for your practice it will be much easier to make decisions when it comes to goals that need to be set, team members that need to be hired, training that needs to be done etc.

The most successful companies in the world focus on the importance of core values.

Today, 80% of the Fortune 100 tout their values publicly, and companies with a high sense of purpose outperform others by 400%.

So let’s take a look at what each of these key components are and how to create or update your core values, vision and mission.

Core Values

Core values are essentially what your company is all about. This collection of characteristics outline what it means to be a team member of your practice.

For instance here is our core values at Upper Cervical Marketing:

Trustworthiness- We believe we are in the trust business. We believe marketing is all about building trust, credibility and likability. We value that we can trust one another on our team. That our clients can trust us as their online marketing department. And that sick and suffering patients can trust the marketing messages we design for our clients.

Self-responsibility- Accountability and ownership of responsibilities are hallmarks of our organization. We believe in focusing on our specific strength areas. As a mobile and global team we take ownership of the clients we work for and the responsibilities we perform.

Continual Innovation- We understand the ever-changing industry with which we work and appreciate the importance of testing and iterating in order to find the best practices for every location and market. Continual innovation helps us acquire new clients and retain the clients who have trusted their marketing to us.

Excellence in the Ordinary- We believe in a standard of personal integrity where you own your successes and failures without diminishing or exaggerating your contribution to either. We believe that diligence is excellence in the ordinary over time and through diligence we will prosper.

Communication with Consideration- Whether through email, phone, in-person or online meetings our team is considerate of each other and communicate with clarity and gratitude. We treat others the way we want to be treated and keep in mind the best interest of our team, company, clients and their potential patients.

The best way for you to determine what your core values should be for your practice is to first determine what is most important to you.

Determining 5 or 6 life goals will help you in laying out your core values for your company.

It is also good to get input from your team especially if they have been with you for a while about what is most important to them.

Once you have accumulated core values of you personally and your team you can then begin to translate those into core values that can be permeated throughout your culture of your practice.

Make sure that you are not overdoing it with values.

Shoot for 3 to 5 core values (maximum of 10)

Developing Your Core Values, Vision and Mission for Your Upper Cervical Practice
Developing Your Core Values, Vision and Mission for Your Upper Cervical Practice
Developing Your Core Values, Vision and Mission for Your Upper Cervical Practice


Now that you know your core values for your practice you will want to begin establishing your vision.

Here is some questions to ask yourself:

  • What will your practice look like when it’s done?
  • How many patients would you like to see on a weekly basis?
  • How many new patients would you like to see on a monthly basis?
  • How much collections should you be doing every month?
  • How many team members will work in the practice?
  • What will be your role?

A good way to breakdown the vision is into 3 basic sections:

  • Who We Are
  • Who Our Patients Are
  • Where We Are Going

Here is an excerpt from our “who we are” section:

“Our Upper Cervical Marketing Team is on a mission to help sick and suffering people all over the world. We serve our upper cervical specific chiropractic clients so they can serve more people in their communities with life-changing upper cervical care. We offer online marketing services exclusively to upper cervical doctors in all English speaking nations including the United States, Canada, Australia, New Zealand, South Africa, United Kingdom and Philippines.

Our leadership team believes in empowering our team members. We believe that we can either have control or growth but not both. So we delegate authority and not just tasks to develop leaders.

All of our team members are either upper cervical doctors or experts in online marketing. We are large enough to serve a large number of clients but efficient enough in our processes and systems to feel like a smaller company with personal service to our clients.”

Keep your vision to less than 3 pages and focus on those 3 main sections and you can build a great-looking vision that will empower your decision-making going forward.


Lastly create a one sentence mission that your team can rally behind. You want to make sure that it’s something that you are all very passionate about and focuses on a bigger purpose.

Our mission at Upper Cervical Marketing is:

Connect sick and suffering people all over the world with Upper Cervical Doctors who can help them.”

Again focus on a statement that is a crusade for your practice.

A rallying cry that you can all get behind and say “yes I do that every day”.

At Upper Cervical Marketing we love seeing people get well.

So this is a perfect mission for us.

Over the past 6 years we’ve helped over 6000 new patients find their way to upper cervical doctors throughout the world.

So make sure your mission fires you up personally and fires your team up.

Now that you have your values, vision and mission in place you can make decisions and set goals that are consistent with these foundational pillars.

If you want to learn more about building the Upper Cervical Practice of your dreams grab our Upper Cervical Marketing Tip of the Week to get important information on a weekly basis to help your practice grow below.

About the Author: Dr. Bill Davis
Dr. Bill Davis is the Founder and CEO of His goal is to spread the word about the best-kept secret in health through Upper Cervical Specific Business and Marketing Solutions.
We understand the pain of losing valuable time and money… and what it can be like to hate your marketing. That’s why we specialize exclusively in upper cervical care and chiropractic online marketing.
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