In this episode of the Rocket Chiro Podcast, Jerry Kennedy dives into one of the biggest traps chiropractors fall into — chasing vanity stats. From gross income to new patient counts to website traffic, these numbers can look impressive on the surface but often lack the context that actually matters.
Jerry shares hard-earned wisdom on how to separate meaningful metrics from meaningless ones, how to keep your ego in check, and how to focus on the numbers that truly move your practice forward.
Jerry explains that vanity stats are numbers that sound impressive but don't actually reflect real success. These include:
Gross income without expenses
New patient counts without retention
Website traffic without conversions
Rankings without relevance
Without proper context, these stats can create false confidence or unnecessary frustration.
Vanity stats are seductive because they make chiropractors feel successful, but they can easily distort reality. Jerry warns that:
People exaggerate or manipulate their numbers online.
Gross income often hides massive overhead.
Social media and professional circles amplify unrealistic comparisons.
He shares a story about a chiropractor friend who appeared far more successful based on gross revenue but actually took home only a little more than Jerry — at the cost of massive stress and a complicated business.
Jerry compares vanity metrics to social media highlights — people showing their best moments and hiding the rest. Chiropractors often compare their unfiltered reality to someone else's filtered image of success, which leads to unnecessary frustration and burnout.
He reminds listeners that success isn't defined by looking impressive — it's defined by how well your practice serves you, your patients, and your life.
Jerry gives real-world examples of chiropractic vanity stats and how they can mislead:
Gross income: Without understanding expenses, it's meaningless.
New patients per month: If retention is low, this stat is hollow.
Patient visits per week: A high number doesn't mean success if fees are unsustainably low.
Website traffic or Google ranking: Traffic that doesn't bring in new patients is worthless.
He even shares how his own site once ranked for "ring dinger" searches — great traffic, but totally irrelevant for his business.
Jerry offers practical guidance for what chiropractors should really focus on:
Net income: What you actually take home.
Expenses: Keep them tight; most chiropractors overspend.
New patient origin: Know where people are finding you.
New patient quality: Focus on patients who are a good fit for your care.
Retention: Track how long patients stay and how often they return.
These are the metrics that indicate the health and sustainability of your practice.
Don't believe every number you hear — most lack context or honesty.
Don't brag about your stats — it feeds your ego but helps no one.
Share stats only in a teaching environment — context is what makes them valuable.
Focus on meaningful growth — not looking impressive to others.
Keep your expectations grounded — unrealistic goals only cause frustration.
Vanity stats might look good on paper, but they won't make your practice better or your life easier. Focus on metrics that actually impact your income, your stress level, and your ability to serve patients well.
"Gross income out of context doesn't mean anything."
"You're comparing your real life to someone else's highlight reel — and you can't win that."
"Your ego is not your friend."
"Know your stats, focus on the ones that actually matter."
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If you're ready to focus on what really matters and stop chasing numbers that don't move your practice forward:
Visit RocketChiro.com to learn about websites, SEO, and coaching for chiropractors.
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