Regardless of HOW you practice, it stands to reason that your success in practice is dependent on one very simple concept: People wanting what YOU have.

To many of the old-timers out there, that simply means that you're marketing chiropractic. To others, that means you're marketing your practice and your methods.

The idea that a chiropractor would choose NOT to wave a flag for the entire profession (i.e. telling the chiropractic story as opposed to differentiating oneself from the herd), is usually met with harsh criticism.

My personal history has me moving through life, first as a business person, and then second as a DC. I have always seen myself as someone who (a) owns a business, and (b) is marketing a service. Most chiropractors see things the other way around, and then attempt to put themselves up on a pedestal as someone who is less concerned about success, and more concerned about helping people. The latter argument is not only RIDICULOUS, but comes from the mind of an individual who will never run at anything higher than 60% of optimum.

I was talking with a doctor yesterday morning who I regard as a friend. I have known this doctor for quite some time, and always enjoy talking with him. When this doctor talked about his past mistakes, he spoke of the error of his ways with such objectivity that I couldn't help but be impressed. In other words, he knew that he made some mistakes, and he NOW knows what he needs to do to correct those mistakes so that his future endeavors are nothing short of fantastic. That takes a pretty big person to be so open and so forthright.

This particular doctor understands that it's not just about being a DC.

It's about running a successful business.

Practice management companies capitalize on the ignorance of chiropractors by offering them close-ended "packaged" practice solutions. In other words, they provide the ignorant DC with limited knowledge for a large fee, and then tell him/her to just go out and DO IT. Because they KNOW that many of their "solutions" reduce a DC down to the level of a guy at a carnival who is screaming out, "Step right up, step right up - check out the new magic solution that can clean your carpets, clean your clothes, clean your leather, and clean your car's engine!", they generously offer the doctor a course in AFFIRMATIONS, and of course, clearing out any HEAD SPACE issues.

The doctors (like many of the forumites) who are guilty of using such low-bar tactics, will ALWAYS be the first ones to come to the defense of using tactics and scams to round up new patients. You can ALWAYS tell who the biggest offenders are by their responses to anyone who suggests that LOW BAR tactics are hurting the profession.

In general, I believe that many chiropractors are simply WEAK. I am not trying to slam members of my profession, and I am not suggesting, even for a minute, that they are not very nice, well-intentioned individuals. I am simply stating that many chiropractors (not all) lack so much confidence that they try to cover up their weakness using a variety of methods.

For example, take someone who, deep down inside believes that a doctor who only adjusts C1 is, in fact, better qualified to adjust the Atlas versus someone who also is good at adjusting C1, but can also adjust everything below it.

As those who knew me in chiropractic college will tell you, I always had "a thing" for the upper cervical region of the spine. I took the A.O. elective every time it was offered and have nothing but the greatest respect for Dr. Roy and Dr. Matt Sweat. At the same time, I also focused on what I consider to be STRUCTURAL TECHNIQUES. During the time when I was in clinic, I was seeing most of the A.O. patients. Still, there were other student doctors who didn't care for anyone who was using methods that adjusted anything other than Atlas.

The upper cervical "purists" loved to see themselves as being a part of a unique club. What made me laugh is that many of these guys weren't even able to come close to mastering the upper cervical region of the spine. That didn't stop them from using their specialization as an argumentative weapon:

Upper Cervical DC: Dude, you can have the rest of the spine, but when you need Atlas adjusted, you just send your patients to ME. I am just going to do upper cervical work and nothing else. I AM a specialist!

ME: So what you're saying is that, even though I went through MORE upper cervical training than you, and even though I am the one who CORRECTS your upper cervical x-rays (and has corrected some of your patient set-ups, you "believe" that you are better than me simply because that's all you'll be adjusting out in practice? What IF I can do what you're doing AND do something else - both under the same roof? What then?

Upper Cervical DC: No way dude. You CAN'T be good at two different techniques at the same time. No way. A person who only adjusts C1, all day long, is going to be much better than someone who adjusts C1 and the rest of the spine.

ME: Hmm. Who was the person in the elective sessions who corrected your upper cervical film markings? Who was it who asked me to check his set-ups before he called the supervising clinic doctor in for the adjustment? You know - don't answer that question. If see as many (or more) people in a day than you, AND I adjust their Atlas, AND I also attend to the rest of the spine (so that I can address the areas that may have been damaged as a result of a subluxated Atlas), then tell me, WHAT THE HELL ARE YOU TALKING ABOUT?

These kind of conversations have moved from the chiropractic college clinic OUT into the real world. Even when this type of conversation doesn't take place, what you have out in practice are DC's who believe that just doing a single method and/or just being a great clinician, is all that there is to building a great practice.

Yeah - we've all heard the stories about the guy who told you how great he was, and how he had them lined up down the street. When you question the doc, he tells you to call three other guys who were there and who witnessed this magnificent site. The WEAK DC will of course, UNINTENTIONALLY use that story against himself. In other words, the DC will believe that all you need to do is take care of people and THEY WILL COME.

You know what folks, they may line up as a result of your great adjustments - but at what rate? I know quite a few doctors who have told those AWESOME stories, but guess what? They INNOCENTLY forgot to leave out a few details. For starters, how about the fact that everyone who was lining up had incredible insurance, no co-pays (or very little at best), and figured, "What the hell do I have to lose?"

There are other MAGNIFICENT DC's who also leave out many other details specific to their "lines down the street, and around the block" stories.

At the end of the day, what you have are DC's who are of the mind-set that, IF YOU BUILD IT, THEY WILL COME. Really? Is that what successful companies do in the way of assuring their businesses become successful? If that's the case, then tell me WHY their are big marketing firms and even bigger advertising agencies? Are they all going broke?

Some of you become so enamored by your technique guru that you forget to step out of the box and take a bird's-eye view of your situation.

THE KEY IS THE CONCEPT

There are doctors who have built very nice practices as a result of INSURANCE. I congratulate them, but by no means, respect them as a business person. Your ability to get reimbursement has nothing to do with your business acumen. It's entirely dependent on your ability to do one thing and one thing only: CODE.

Granted, you had to do something to get patients to come to you, but could you have achieved the same results IF there wasn't a third-party there to cut you checks? Would your marketing method have been different if you had to simply sell your service in an environment in which the patient was responsible for covering 100% of the cost? Would your fees be the same as that which you BILL for your services when looking for reimbursement from a third-party?

Before you get upset with me, please understand that I am not picking on HOW you became successful. If you are doing well, then congrats! My comments are based on MY OBSERVATIONS specific to your knowledge of business, and how I believe that you would do IF insurance was removed from the picture. To ME, that is the mark of a great business person.

There isn't a single doubt that I am clearly in the minority when it comes to that line of thinking. All we need to do is look at (1) How much you have NETTED, and (2) How you got there, to know WHERE you are on the continuum of TRUE SUCCESS.

I also realize that most of you don't really care. The only thing that you are concerned about is "DA MONEY!"

For the rest of you who are practicing in areas that have been less blessed by the generosity of insurance companies, I would ask you to consider the method in which you choose to market your practice.

Along the same lines, I invite you to continue in this conversation on Friday when we discuss the importance of MARKETING THE CONCEPT, and WHY it may be of great importance to you now, and in the coming years.

I will leave you with one last thought for today: In the past, I have opened my big mouth and made some predictions about the future of our profession. Today, in November 2008, those predictions have been proven to be VALID.

That which I was ranting and raving about five years ago, today, is REALITY.

I am not attempting to suggest that I have a crystal ball (LOL). Rather, if you look at the future from the perspective of a business person (and not the perspective of a chiropractic advocate or lobbyist), you might find that TWEAKING your marketing, is in fact, in your best interest.

Have A GREAT Day!

...Dr. Marc & The Practice Central Team

In the most recent issue of one of the bigger magazines that focuses on the chiropractic profession, there is a section where the "experts in the chiropractic profession" lend their opinions specific to the current economic climate.

The reason that I bring up this article is because a number of these "experts" were previously known to have a position that is 180 degrees from where they are today. For example, one of the experts (who has had a coaching program for a number of years now), states that, "These economic times have made collecting cash for the service you deliver a requirement, which means you must build a high-perceived value for your services in the eyes of your patients."

Another "expert" stated that, "One problem is that the DC's practice model is exclusively based on third-party reimbursement or one type of condition, and they don't educate patients about the benefits of lifetime chiropractic care."

Here's another quote from someone who laughed in my face when I SAID that marketing was a key component to practice success: "Cars stop moving forward when you take your foot off the gas. The gas that pushes a practice forward is marketing." In the next paragraph, this "expert" then goes on to define what HE BELIEVES to be marketing. What kept me laughing was that his definition included the same four TACTICS that are used by everyone else in chiropractic. I'm not saying that those methods don't work. Some of those tactics do work very well (and are ABOVE THE BAR), but the fact is that there is so much more. What his thoughts tell me is that he is still suggesting that, what worked 20 years ago, is still the BEST way to go today. I respectfully disagree.

OKAY...

A lot of "experts" weigh-in on what YOU should be doing to keep the momentum moving in your practices. Interestingly, some of the comments are starting to sound very familiar. Gee, I wonder why that is? Oh, that's right - it's because their comments sound LIKE ME.

Here is some factual information for your consideration:

FIRST, there are many practices that are doing very well - regardless of the economic climate.

SECOND, the worst of the economic crisis is yet to come. 2009 is going to be THE YEAR when far more crap hits the fan than in 2008.

THIRD, the practice model of yesterday has not, and is not, the ideal practice model for today.

FOURTH, the cash practice models that are now being thrown out there by many of YOUR favorite chiropractic practice management gurus, completely lacks a solid frame.

FIVE, practice models that incorporate the IDEA of pre-selling are not consistent with what have called a PSS (Pre-Sale Strategy). Again, it's like comparing a Yugo® (them) to a Bentley®. One pre-selling model comes from a guy who tells you to do things that are so extreme that I KNOW (for a fact) that many DC's have not done half of what he mandated(LOL).

HERE'S WHERE IT GETS FUN

You and I both know that these chiropractic practice management gurus don't have a model for the coming economic challenges. Come on now - you can admit it. Remember, facing FACTS is half the battle (LOL).

I am not "slamming" these guys.

I am simply telling you what YOU already know.

Just as I had predicted many years ago (in terms of deductibles shooting through the roof and benefits being cut), insurance is going to go through yet another significant period of belt-tightening. Regardless of the lobbying via chiropractic interests, and regardless of all the good news you'll read in the chiropractic "rags," the FACT is that many practices will take a significant HIT, and many practices will close their doors.

NO, this is not doom and gloom.

NO, this is not being negative.

The practices that currently DO WELL, and will continue to DO WELL in the future, are those that establish the VALUE of their care early on, and sustain that momentum throughout the relationship. There are five primary levels of VALUE that must be established in order for your practice to thrive. Anything less than the establishment of ALL FIVE PRIMARY LEVELS OF VALUE, and your practice will simply do far less than optimal. We're talking about a "less than optimal" that is the equivalent of working at 50% of full capability.

HERE'S THE DEAL...

In short, you simply can't TELL people how valuable your care is.

It's MUCH, MUCH MORE than that.

NO, this is not a "teaser" for things to come (LOL). I am simply discussing FACTS.

MY POINT in bringing up these chiropractic practice management gurus and their new "revelations" is a result of what I view as the BIGGER picture. The advice that you paid for just a few years back has just undergone a HUGE 180 degree switch-a-roo.

Now I realize that many of you will stand up and applaud these "experts" for their bravery in coming forward, and as circumstances would have it, completely changing their mantra. On the other hand, there are those of you who are (and will be) wise enough to see that your "experts" were really just crossing their fingers and hoping that the economy would stay strong.

The model for the future IS NOT "Get better at billing insurance for your services and bill insurance for as many different services as you can." I realize that, in many states, insurance is still wonderful, and that billing as much as you can FOR WHATEVER YOU CAN, is simply your reality. I have nothing to say in that regard. Only time will tell what lies ahead for you.

MY suggestion is this: Be very careful about whose advice you take in terms of building a practice model for the future. UNDERSTAND that, what we are going through in terms of the economic climate, is not just a dip in the road. This economic period is (1) a wake-up call in terms of how WE (as a nation) have handled our money, and (2) a game-changer in terms of changing how we move forward.

Those of you who I have worked with in boot camps and individually in the past, are enjoying good times right now. I thank you for giving me the opportunity to work with you, and I am happy that the plan that was created to endure good times, as well as "challenging" times, has proved its value in terms of being a great investment.

Like me, there are many of you who have not felt the bit of what the media is painting as an economic crisis that could border on the likes of the GREAT DEPRESSION. I congratulate you and hope that the model that is in place TODAY, is just as good TOMORROW.

As you move forward in life and in your practice, my wish is that you carefully examine the model of care that is being offered to you in terms of a successful model for the future.

Have A GREAT Day!

...Dr. Marc & The Practice Central Team