I’m always interested in success stories. And I’m delighted when someone I know has one to tell.

I recently visited chiropractor David Klein. We’ve been in business in the same neighborhood for years but only had a nodding acquaintance. Turns out he’s a Web-savvy marketer. He’s been very low-key about it, relying on word of mouth, his San Diego Chiropractic website and pay-per-click to attract patients. Type in “La Jolla chiropractor” on Google or Yahoo and you’ll see his practice consistently pop up at or near the top of the sponsored and organic results.

David really does make his patients his first priority. His site even tells you how to reach him in an emergency if you are in San Diego. He encourages prospective patients to email their questions to him. (Try that with your M.D.) He schedules consultations for new patients in the same time block every day, then treats existing patients in the next time block.

He’s so concerned about his office being a warm, inviting place, he’s held back on marketing any products to patients–even though 40 to 50 of them pass through his lobby every day. He sells special pillows, nasal aids and other items to patients who need them.

I suggested a way he can offer those products to everyone who comes through the lobby: set up a computer kiosk that offers them exclusively. Patients could browse the PC in the kiosk at their leisure, without feeling pressured (no pun intended) into buying.

David also asked for a few ideas on how to increase customer comfort levels. I suggested he conceal rows of patient files by placing them in closed cabinets to reduce the look of clutter. Also, he could add cushions to the rather hard waiting-room chairs, and replace a water-stained ceiling vent that detracts from the warm feeling the office otherwise conveys.

David and his staff have been in the space so long, it’s hard for them to step back and notice any elements that upset the balance in this otherwise very soothing office. Sometimes it helps to ask an objective designer type to give an opinion.

I also told David to emphasize the three main traits that set him apart from the competition:

- Only the second chiropractor in the world to teach chiropractic at a medical school (UC San Diego)

- Nearly 100% success rate treating neurological conditions

- Only practice in the county with a $28,000 computerized, gentle adjusting machine

All three are mentioned on his site and in printed materials in the lobby. But you have to strain to see them. And strain, as anyone who visits a chiropractor knows, is not a good thing.

David has a good thing going. The next time I need help with my occasionally aching back, I’ll give him a call.