As a business owner, you always want to distinguish yourself from the pack. There are plenty of opportunities for specialization as a chiropractor. Some take their unique positioning even farther by referring to themselves as "health & wellness specialists," or other terms.
We saw a funny example of a company taking this too far at this link.
A publicist for World Wrestling Entertainment (WWE, previously the WWF) asked the publication TV Week to remove the term "wrestling" from a press release headline, because WWE is now a "global entertainment company." Chuck Ross from TV Week followed up with Kellie from WWE.
Chuck Ross: Your release says that Carey is being recognized as being an entrant in the 2001 Royal Rumble. I believe that was a wrestling event.
Kellie: No, we don’t do wrestling events. They’re entertainments. And we don’t call them wrestlers. They’re superstars and divas.
Chuck Ross: Kellie, I really don’t have time for this. WWE presents wrestling events. I’m not going to change the headline or anything in the item. If you’d like, I’ll just remove it. What do you want me to do?
Kellie: Remove it.
I think we can all see the absurdity of this conversation. It’s fine to position yourself as something other than what you officially went to chiropractic school for, but there’s no reason to passionately fight off a common label that you may still be associated with.