Chiropractors Thrive on Straight Talk

This weekly series explores the customer aspect of small businesses, both from the customer's and business owner's perspective. If you have a small business you'd like to share, please email me.

A rare standard of care passed down through the generations of this family-owned chiropractors' office proves that honesty is the best medicine.

Customer: Rick Otto, 54, general manager of a hazardous-waste facility

Hooked On: Peltzman Chiropractic Association, Matawan, N.J.

TheStreet.com: How did Peltzman Chiropractic hook you?

Otto: I had been injured on the job on a Saturday. A chiropractor who was closer to my home couldn't see me for a week and a half. Then I called [Dr. Peltzman] out of the blue, and he said to come right in. I've been going there ever since. My wife and daughters go, too.

I've been going to the chiropractor on and off since I was 12 years old. In all my years, they're the only chiropractor I've seen that when they feel they really can't help you anymore they will recommend you do something else. They tell it like it is and will even do research for you.

What kind of image are they projecting to customers?

Customer-friendly and user-friendly. They want to do what's best to help you ... either through them or someone else. They're very flexible with appointments and hours. I can call them right now and say I need to come in this afternoon.

I think it's their family upbringing ... with the attitude that you're there [primarily] to perform a service to help people.