The image of any chiropractic practice has two components: visibility and credibility. Visibility is how well-known you are in your community. Credibility refers to how well-regarded and respected you are.

There are four basic combinations of visibility/credibility:
• High visibility/high credibility: This translates into being both well-known and well-regarded. It’s obviously the most desirable image, and the one with the highest potential for attracting new patients. If you’ve got this image, keep on doing what you’re doing.

• Low visibility/high credibility: This means you’re well-regarded and respected, but not well-known. The challenge? Increase your visibility in the community, so more people become aware of your practice. The danger, however, to which you must be alert, is making sure you promote your practice only in ways that will build your credibility, not undermine it.

• Low visibility/low credibility: If you’re new in practice or recently moved to a new community, you’re most likely unknown. Resist the temptation to jump-start your practice with tacky advertising or overly aggressive self-promotion that may get you known - but could turn off potential patients.

• High visibility/low credibility: This is the worst of the four possibilities. It means you’re well-known but not necessarily well-regarded. It’s been referred to as the “Amtrak Syndrome.” The good news: Recovery is possible. You need, however, to tread carefully and not expect overnight results.

Action step: Decide what types of patients you would most like to have in your practice. Then take an objective look at what you’re doing to promote your practice. How well do these efforts meet the visibility/credibility test? It’s an analysis that will help you make the right decisions for your practice.

Mr. Levoy, a management consultant based in Roslyn, N.Y., has conducted more than 2,500 seminars for health-care professionals. Those seminars have included programs for the American and Canadian chiropractic associations and numerous state and provincial chiropractic associations.