Transcript The Path To Mastery in Chiropractic Practice

The Path To Mastery
in Chiropractic Practice
Build 3 Chiropractic Practices
Which Little Pig Are You?
CHIROPRACTIC COLLEGE
Once upon a
time, 3 little pigs
went to
chiropractic
college where
they learned
about the health
and well-being
of patients,
especially about
the spinal
column, since
that’s what
chiropractic pigs
specialized in.
SMALL IDEA
BIG IDEA
NO WHOLE IDEA
1. GONSTEAD
1. B.J. PALMER
1. BUSINESS
SKILLS
2. ACTIVATOR
2. D.D. PALMER
2. MANAGEMENT
SKILLS
3. PETTIBONE
3. RESEARCH
3. MARKETING
SKILLS
The 3 little pigs learned
the BIG idea about
chiropractic’ science,
art, and Philosophy, and
they learned the SMALL
idea about chiropractic
adjusting techniques.
But they were never
taught the WHOLE idea
about operating a
chiropractic business.
Soon after graduation, the 3
little pigs left their college to
begin careers as professional
chiropractors for the first time.
FREE SPINAL EXAMS
supermarket
hours
IN & OUT
CHIROPRACTIC
CLINIC
COME IN
TAKE A
NUMBER
&
BE
SEATED
The first little pig wanted to build a practice very quickly and as
easily as possible. He wanted to get rich quick in order to pay off
his student loans. The other little pigs warned him that a quick
solution wouldn’t last very long. But the first little chiropractic pig
laughed at the other two pigs and ignored their good advice. “
I’m going to give Free X-rays and Exams!”, said the first pig, “
and get a lot of new patients really quick.”
COMING SOON “THE WHOLE IDEA”
The second little pig
was astounded and
asked, “ If chiropractic
Is so great, why do
you have to give it
Away in order to
attract new patients?”
So the second little
pig decided not to do
Any advertising
because he thought
It was tacky and
expensive.
THE BORING RUT
CHIROPRACTIC
CLINIC
NO APPOINTMENT NEEDED
Come by
Anytime!
COMPREHENSIVE
CHIROPRACTIC CLINIC
GOOD IMAGE
DOCTOR ADS
Finally the third little pig told
his two chiropractic friends, “
I’m going to take my time and
build my practice on a solid
foundation of sound
management and smart
marketing – the Whole Idea of
operating a chiropractic office.
Without the Whole Idea, your
practice won’t last long or be
very stable
The first little pig laughed and
said, “ As long as I have the Big
Idea, all else will follow. All I
need to be successful is a
charming personality and a lot of
Free spinal Exam ads! That will
bring in the patients real quick
and easy. I’m going to overwork
and underpay my staff, but I will
give free chicken dinners to
attract new patients.” The first
little pig then built a quick
practice in a few months with
patients looking more for a good
bargain than a good doctor.
HA!
HA!
HA!
HA!
FREE
Spinal Exams
HA!
HA!
The second little pig disagreed with both of the other pigs. He was
certain to build a practice on his good adjusting techniques. He didn’t
give away his services or use FREE Spinal Exam ads, but he didn’t
do any marketing, so his practice stayed small. He had a small staff,
and he never educated his patients. The second pig was in a
comfortable rut that took him a few years to make.
Good
Adjuster
Award
I’M SO
BORED
If I’m Such a
Good
Adjuster Why
Is My Practice
So Small
The third little
chiropractic pig took
the longest to build a
practice.
He was certain by
the time he laid his
office foundation of
sound management
and smart marketing
that he would build a
solid practice based
on the Whole idea.
ANNUAL
MARKETING
PLAN
SCOLIOSIS
PROGRAM
PATIENT
INVENTORY
LOG
SPINAL
REHAB
QUARTERLY
PRACTICE
REPORTS
WHOLE IDEA
• staff training
• smart marketing
• staff management
• patient focused
care
HOW TO BUILD
A SUCCESSFUL
PRACTICE
So while the other two little pigs laughed and
played golf, the third little pig built a practice that
would be strong enough to withstand the evil
wolf who would eventually come to visit. This
wolf was the embodiment of all the struggles a
chiropractor faces: recessionary economy, bad
image, tacky competition, skeptical public,
insurance, bad management skills, and dumb
marketing.
BUILDING A TEAM
So the third little pig
began to hire and
train new staff to
build a good
working team in his
office.
PATIENT EDUCATION PROGRAMS
BROCHURE PROGRAM
HEALTH CLASS
BACK SCHOOL
EDUCATIONAL VIDEOS
AUDIO CASSETTE TAPES
He began to implement patient
education programs that taught
his patients to understand, and
not just ‘believe in’ chiropractic
principles.
SPINAL REHABILITATION PROGRAM
welcome to the
back school
learn about
spinal exercises
He began to develop a comprehensive spinal
rehabilitation program that would help his
patients to stabilize their spines not just once,
but and for all time.
SMART MARKETING PROGRAM
NEWSPAPER COLUMNS
DIRECT MAILERS
T.V. PROGRAMS
GOOD IMAGE
NO FREE SPINAL EXAMS
And most of all, the third little pig began a smart marketing
program that would build his professional image in his
community. Indeed, this little pig wanted his prospective
patients to perceive him as the good doctor in town, and not
necessarily as the good bargain.
But this took time to
create and to build, so
while this little pig worked
at building his practice,
the two other little pigs
played golf, laughed, and
sang:
“Wwwwhoo’s afraid of not
knowing the Whole Idea,
the Whole Idea
the Whole Idea
Wwwhoo’s afraid of the
Whole Idea, we don’t
have a clue!”
IN & OUT CHIROPRACTIC OFFICE
HOME OF THE FREE SPINAL EXAMS
I’M
UNDERPAID &
OVERWORKED!
After a few years in
practice, the first
little pig, who had
built his practice on
Free Spinal Exams
that attracted
bargain hunters,
began to tire of
working. This little
pig would “pop and
pray” that his
patients got better,
but his practice was
burning him out with
high turnover in
patients and with his
own staff, who felt
quite overworked
and underpaid.
I’M
EXHAUSTED!
Finally, after this
tired little pig
began to lose
weight along
with his
charming
personality, he
went back to the
third pig and
asked, “ What is
the Whole Idea
of operating a
chiropractic
office?”
THE BORING RUT
CHIROPRACTIC CLINIC
The second little pig slowly
built his practice on word-ofmouth only that attracted a
lot fewer patients than the
first little pig. He slowly
attained patients who
‘believed in’ chiropractic, but
who still did not ‘understand’
it because this little pig had
no patient education
programs.
I’M BORED
&
BROKE
COMPREHENSIVE
CHIROPRACTIC
CLINIC
WHAT’S
THE WHOLE
IDEA?
His practice was small
and unexciting, so out
of sheer boredom he
decided to get out of his
uncomfortable rut by
calling on the third little
pig and also asking, “
Just what is the Whole
Idea of operating a
chiropractic office.”
WHOLE IDEA IS A WORK
PHILOSOPHY
The third little pig, who built his
practice on the Whole Idea,
explained to his two
chiropractic friends, “ The Big
Idea and the Small Idea are
taught in our colleges, but the
Whole Idea is a work
philosophy that focuses on
sound management and
marketing. Once you have the
Whole Idea operating a
chiropractic office, you can
build any type of practice you
want.”
WHOLE IDEA
A Chiropractic Paradigm
“But you must first lay a solid foundation in your office by building programs in patient education
and office management. And by building a good image in your town with smart marketing, people
will learn that you are a good doctor in town, but not necessarily the cheapest one.”
The first two little pigs looked confused about the Whole
Idea. It seemed like more work than they were
used to
doing in their practices. “ I wish there
were quick
answers to building a good practice,”
said the third little
pig, “ but there are no short
cuts. Just some of our
unrealistic patients want
quick solutions to
their serious health
problems, some chiropractic
pigs want easy and quick solutions to building a practice.
I wish it were that simple, but it isn’t.”
I WISH THERE WERE
QUICK ANSWERS…
BUT THERE IS A
PRICE TO PAY.
“Let me tell you there is a price to pay for
chiropractic success, and if you are willing to
pay the price, literally and figuratively, then you
Might be ready to implement the Whole Idea
into your office. And if you are ready, the
Whole
Idea will help you create the
type of practice you
have always wanted.
“ But anything of value
has a price. Are you
willing to pay the price
it will take to rebuild
your practices?”
asked the third little pig.
“Yes!” said the first
little pig.
“Yes!” said the second
little pig
ARE YOU READY
TO PAY THE PRICE
OF SUCCESS?
YES!
Home Study Course
3 LESSONS ON THE WHOLE IDEA
“Great!” said the third little pig. “ it starts by reading the book, “ The
Path to Mastery in Chiropractic”, that teaches you how to implement the
whole Idea into your practice.”
“The course is a challenging series of 3 lessons that discusses Patient
Education Programs, Staff and Patient Management, and Smart Marketing.
Once you’ve finished this course, you will know the Whole Idea of operating
a chiropractic office.”
So Which
Little Pig
Are You?
What type of little pig are you?
If you say “YES” too and want
to know more about the Whole
Idea, just phone
(800) 336-2013
and ask for more information
about our textbook and
seminar. It may just be the
best idea you’ve had since
you graduated from
chiropractic college. And
there’s no risk- for only $35.00
you can read for yourself
about the Whole idea. Phone
when you’re ready to learn
new ways to rebuild your
practice.
Call JCS at
1-800-336-2012
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www.smithspinalcare.com
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