Being competitive doesn't mean you need to bash the competition. Rather it is understanding a problem or weakness of a particular competitor and knowing when your services meet the competitors while resolving an identifiable problem. In sales this is known as the "Meet and Beat". For instance both NSAIDs and spinal manipulation can help with pain - this is the "meet", however, SMT does so without systemic side effects - the "beat".
"Seeds of doubt" can help introduce a competitor without bashing them. For example, medication works on pain which may be a motivating factor for prescribing it, but they typically have side effects or aren't appropriate in certain subsets of patients. These problems can be utilized as a "seed of doubt". For instance "I understand NSAIDs work well to control pain, what about your patients with GI concerns?" (or at high risk for cardiovascular events etc....).
Now you can utilize research as a neutral talking point - show the MDs what the research shows on how manipulation acts on pain.
A seed of doubt can help you professionally position your care as perhaps a more ideal starting point (aka - meet and beat) that maybe hadn't been previously considered.