Building a Rockstar Associate: Introducing the CERT Method

By Dr. Jeff Berard, with Kristin Berard
As featured on the Seven Figure Chiro Podcast

Scaling a chiropractic business is no small feat, especially when it comes to bringing in associate doctors who can deliver care that reflects the standard, philosophy, and excellence you've built your practice on. Too often, the struggle lies not in finding skilled chiropractors, but in helping them step confidently into your systems and maintain your clinic’s quality of care.

That’s why we created the CERT Method, a comprehensive framework designed to train, mentor, and empower new associates to become high-performing, autonomous members of your team.

When chiropractors hire associates, the vision is to scale, delegating patient care while maintaining high standards. However, many practices encounter a frustrating disconnect: the associate is hired, but patients still prefer the lead chiropractor. This isn’t just a missed opportunity; it’s a roadblock to growth.

Enter the CERT Method, developed to address this gap and equip associates with everything they need to thrive, without compromising the brand, results, or patient experience.

CERT is an acronym that stands for:

• Communication
• Education
• Recommendation
• Technique

Each pillar addresses a vital competency that every successful associate must master. Let’s break down what each means and why it matters.

An associate’s communication style sets the tone for trust and authority in the treatment room. We’ve found that many new chiropractors, while skilled, struggle with clearly conveying their message, understanding patient needs, and aligning with our tone and mission.

Key Elements to Evaluate:

• Tone and body language
• Listening skills
• Rapport-building ability
• Clarity of explanation

Pro Tip: Sit in on a session silently and observe. Use these as mentor moments, not corrections, but opportunities for growth and alignment.

Can your associate clearly explain the condition, how it impacts the nervous system, and how your treatment plan addresses it? If not, patient engagement and retention may suffer.

Key Elements to Evaluate:

• Clarity in explaining diagnoses
• Use of metaphors or visuals
• Consistency with your clinic’s philosophy

Pro Tip: The more informed the patient, the more empowered they are to stick to the plan. Make sure the education is consistent, not improvised.

Associates often want to be the “hero” and resolve issues in one or two visits. This mindset can be damaging. What they need to understand is that sustainable outcomes come from addressing dysfunction, not just pain.

Key Elements to Evaluate:

• Delivery of care plans
• Adherence to your treatment models
• Confidence in recommending frequency, wellness plans, and referrals

Pro Tip: Avoid “rogue” treatment planning. Implement your proven care models and ensure they’re followed closely.

Even highly skilled chiropractors need guidance on how to execute care in a way that aligns with your brand. Whether it’s a gentle approach or a specific methodology, consistency is critical.

Key Elements to Evaluate:

• Proper technique usage (manual therapy, therapeutic exercise, etc.)
• Appropriate use of billing codes
• Consistency with treatment protocols

Pro Tip: Don’t assume they know. Teach them when and why to apply each technique.

The CERT Method isn’t just a concept, it’s a system. Here’s how to roll it out:

1. Observation: Attend patient visits without interfering. Just observe and document using the CERT checklist.
2. Documentation: Take detailed notes on each CERT area for review.
3. Feedback: Conduct a one-on-one performance review highlighting strengths and areas for improvement.
4. Team Involvement: If you’re too busy, assign this role to a seasoned team leader who knows your systems well.

This is not about micromanagement, it’s coaching. The goal is autonomy, confidence, and alignment.

Practices that implement the CERT Method report:

• Improved patient retention
• Higher satisfaction
• Faster associate autonomy
• Stronger team culture
• Aligned messaging and treatment philosophy

Most importantly, it helps turn good associates into rock stars, confident, independent, and fully integrated into your mission.

The CERT Method isn’t about punishing missteps, it’s about offering a structured path to excellence. Associates want feedback. They want to succeed. And as practice owners, it’s our responsibility to guide them.

If you’re interested in the CERT checklist or want to learn more about how to implement this in your clinic, feel free to reach out. It’s a simple framework with transformational power, I only wish I’d started using it years ago.

Until next time,
Keep up the good fight.