Dr. Mark Sanna, CEO of Breakthrough Coaching, advocates outcome-based chiropractic management with objective criteria and effective communication. He advises niche specialization and passionate patient engagement. Addressing practice changes like electronic records, he emphasizes patient education and staff management. Dr. Sanna promotes his book 'Cracking the Code: Marketing Chiropractic' and new marketing tools like Chiro AI. He stresses the Foundation for Chiropractic Progress's role in enhancing visibility and unity within the profession.