Empowering Women in Chiropractic – Optimizing Performance with Chiropractic – F4CP

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.

All right. Chiropractic friends. I cannot tell you how excited I am to have you join me for today’s historic moment. You are actually the very first audience that we have shown this to. And I can’t tell you how excited I have as we go through today. We’re going to show you some Epic opportunities for you to be able to just create an amazing moment in your practice. You know, there’s a famous quote by Maya Angelo, and it goes like this. People will forget what you say. People will forget what you did, but people will never forget how you made them feel. I want you to remember that as we go through these slides today, because never before in the history of chiropractic, have we ever had so many people speaking on our behalf and that’s what makes the incredible moment come true? So I’m going to share my slides with you.

And we’re going to go through and talk about optimizing performance with chiropractic care. And as I do that, one of the things that I want to always remember is being grateful. I’m grateful for you for showing up today. And I’m very grateful for these corporate sponsors. One of the people that makes this come true, ChiroSecure, and we cannot thank them enough for being partners with us in this journey to really showcase the benefits of chiropractic care on so many levels. Now let’s get started. Speaking of levels, first and foremost, what are we doing at the foundation? That’s going to make a difference in your life. Remember, I am a chiropractor with you. So everything I do, I know that has to be done in make sense in your clinical practice. So as we reflect, this is a mirror of what am I doing to be the very best in my profession.

And what is the foundation doing to make your dollars work for you? That’s why we launched this first campaign on February 1st called optimizing performance with chiropractic care. It is absolutely aligned for the upcoming summer Olympics. Yes, I know there’s been a lot of things going on, but it will happen 2021. We will focus on the general enhance your health campaign, but we are going to do something really special in that is we’re going to optimize performance using athletes organically. So I’m going to show you what that all means, because once you see it, I think you’re going to get really excited because I am excited about this. Many of you, if you’re a member of the foundation will have already seen this press release. This is the launch that we distributed to local media to encourage editorial coverage on how chiropractic enhances and optimizes performance and overall health.

We share this information with you. And this is in your email box. If you remember, and please do look for it because it showcases a lot of what is coming up. These are testimonials from athletes. And as we go through these resources are going to be something that you can share throughout the entire year. Now, why do I say it’s historic? Because we’ve never had the top Olympic performers speaking for us. Now, you all know it’s very easy for us to speak for us, but what really makes a difference is when they speak for us, because everybody loves an Olympic athlete, it motivates it’s inspiring. And really it changes the way you look at things. That’s why we’re doing this. Now, as we move through, we’re going to show you some of those athletes that I just discussed. This is the first three posters in year.

One of the very first to see this, these first three posters of a total, okay, get ready for this of 18 that are going to come out. I did say 18, no one, no marketing company. I know no one in the chiropractic history has ever had 18 athletes speaking on our behalf. If that doesn’t make you proud, I have a really tough audience here today because when you see how they’re talking about chiropractic, how it changed their lives, how we use this daily, this is where we need to be each and every one of us needs to put in the hard work to get this messaging out, because there’s going to be people around the nation that are going to see these Olympic athletes. And for the first time, see chiropractic involved in optimizing performance. These people put their bodies into their work on a daily basis.

If there’s anybody to talk about chiropractic and how to use chiropractic to optimize health, these are the people to do it. Now on the left, you’re going to see Andre Cassan. He is a eight time world champion in a five time world record holder EVOD Martin cure is a two time Olympic athlete for the 400 meter in a gold medalist. And then last but not least is Aries merit. He is a world record holder, as well as an Olympic gold medalist. Is this exciting. I really think that our profession should be very proud. We already know how amazing our skill set is and the benefits that we bring. But let me tell you this from the little teeny toddler, up to the hundred Centennial old patients that we have in our practice, this is going to touch all their hearts and you have no idea how this messaging is going to impact your community.

That’s why I need you to continue to help us push it out. The next slide shows you, how do you do that? Okay. How do I use these posters to be effective? The nice part is the quality of the information that I’m going to be giving you. You can print this at your local Walgreens, wherever they do the print posters in your neighborhood. And they can be then put in your clinic reception area. What might be really nice is if you sign a poster and give it to some of your younger high school students that come into your practice, why? Because a special gift from their chiropractor, especially when it comes to optimizing the performance could really touch them. Their Olympic dream might be right there. And I think it’s a fun way to really share what you know, and how important that is. Other things you can do is print and share as a flyer for your patients and have them on a clear stand, take them to the high school.

Maybe there’s an opportunity to do a elementary school. Talk about being the best you can be with gold performance, and you can bring in these posters, give them away, encourage your patients to like them on social media. And I’m going to share with you a little bit more about what that means, but I also would love to see you put them in a newsletter. If you’re not doing a newsletter, please think twice about not doing it because patients need to know you and they want to know more about what chiropractic offers. So if you could help them be the best that they can be by, by really educating them, it’ll be a win-win all the way around here is a video that I’m going to show you in just a moment. But before I do, I want you to do your homework. I’m going to ask you to do three things.

Number one, you need to go to our Facebook page. You need to like this social media video. Then you need to comment on it because that pushes us up in the algorithms. So we get more and more people coming to see our social media moments last but not least. Now you need to share. So remember what I said, click on our Facebook page like that video, then comments and last but not least share it. That’s the optimum way for ups us to increase our optics around the nation. Now I’m going to share with you one of these videos, which is really exciting. It’s Deedee Trotter, and she is quite an amazing athlete. So let’s just hear from Deedee, how she feels about everything we do on a regular basis.

Hi, I’m Deedee Trotter. And I just want to tell you without a shadow of a doubt, chiropractic work played a huge part in the athlete that I was able to become. During my 13 years of professionally competing, I was able to make three Olympic teams. I have two Olympic gold medals, a bronze medal, a NCAA champion USA champion. I have had such an amazing career, but none of it would have been possible. Were it not for the chiropractors I had on my team, helping me to always get the maximum out of every performance. Um, if I ever showed up to a track meet and my chiropractor wasn’t there, it was usually a stressful home. I always wished I could just get a little bit more out of those races. And if they were there, I would have had just the right tune up to get me. Right. And you know, that’s what chiropractors really do. They they’re, they’re really more like the mechanics for these machines. So I’ve been able to have such an amazing career thanks to them. And, um, I really just can’t thank them a note. So thank you guys for what you get to help me be my best.

Okay. Ladies and gentlemen, let me ask you this. Who gives you the opportunity to use a world record holder, to showcase what we do? That’s her words, the best part, we didn’t pay her for this. These are her organic words telling the world about how she optimizes her performance, how Deedee Trotter became an Olympic athlete going into a gold metal performance. So I can’t tell you how I feel about it. I hope you feel as excited as I am. Her winning two gold medals and a bronze in Olympic competition. And because she loves chiropractic these pieces, these moments are what make the difference. Remember I told you, Angela Maya would say it is about how you make them feel that they will remember you. And these are the moments that people are going to remember. So we’re just going to move past there. We’re going to talk now about how to use those video testimonials.

I want to remind you that these are easy to do. Just go to our Facebook, like share and comment. Remember I asked you those three homework pieces you have to do to push these algorithms across the nation, share these video files in a newsletter to your patients. Electronic newsletters are quick to do, but I’ll tell you what a lot of people love videos in the younger generation loves videos. That’s why YouTube is so successful. So these are the videos that are going to help encourage patients to see the value that we bring as professionals in the community of healthcare and not just for pain. We know we are in an opioid epidemic, and unfortunately we are seeing the drastic and unfortunate and somewhat just devastating numbers that an opioid epidemic layered with a pandemic can bring. So let’s flip this up a notch, let’s get them inspired.

Let’s enhance their education by showcasing what gold metals look like and why chiropractics have to be synonymous with gold. I’m going to bring up gold again. So don’t forget that. But as we move forward, these posters are all about you utilizing them effectively. So when you look at these and you start thinking about, what am I going to do with this poster that can be incorporated into a newsletter. These are beautiful. I mean, the posters themselves in the quotes that they have remembered, these are their quotes. There’s one on here. Tony, you’ll see his quote is chiropractic care helps me to reach my full potential as an athlete, by enabling my body to run efficiently without the overuse of my energy system. He looks in this picture like a bird in my mind. I love this picture. And I hope that these posters will bring greater awareness.

You can switch them out in your practices, front office. You can put them around the office as, you know, move them around. Pete people interested, keep your social media pages, Facebook, Twitter, Instagram, wherever you are. These posters need to be. And to do that, we need to work together as a team. So look at the posters as they start coming out the next. Now I’m going to take you to a place. No one has been before. We’re going to take you backstage. What people don’t recognize is that the foundation actually flew out to Los Angeles to be able to do this particular Olympic commercial. And while we were there, we had a behind the scenes moments with all of the athlete, the, um, the introduced to our film production. And our first thought was, you know, this is a true story about chiropractic where an athlete, Dr.

Eric Oka Witter came to the set. And you know, this was years back that we, that she was an Olympic athlete. So I have to smile and tell you the behind the scenes story here, because it is so impactful. We really didn’t know how was going to show up. Was she going to look like an Olympic athlete? Like she did it in the good old days because it was years before. And so we had a body double behind the stage just in case it didn’t, it didn’t have the right shot. Let me tell you this. She blew away the body double. She came not only in full form, you would never know that she’s not still competing. She’s had two children runs a full-time practice. She is an amazing athlete. And when we saw her running down the street, I would swear to you that she was 20 years old and after two kids and running a full-time practice in bringing athletes into her mix, that our Olympic champions that are looking to get back old metal.

It’s such a beautiful story. So we know 2020 was when the Olympics were going to take place, but please join me in getting enthusiastic about the 20, 20 Tokyo Olympics. Here’s behind the scenes that I was talking to you about. There’s Dr. Erica. She is quite a rock star in every way, shape or form giving up her time. She did this for you. She did this commercial with no aptitude for what’s in it. For me, it was all about making sure that people knew the benefits of chiropractic care. I want you to resonate for a moment on what I just said, because I think it’s important what people do for the profession these athletes are doing for our profession. I want you to think about what you’re doing to enhance the optics of chiropractic for the entire profession. It’s not just all about what can the foundation do for me.

It’s not all about what the Olympic athletes can do for me. This is about you giving back to the entire profession. It can be really simple and just sharing this information, or it could be big, bold, brave, where you go out and you start making the media appearances. You start making the articles in your community to showcase how chiropractic is changing, the way people optimize their health. That’s where the critical component is here. Now, let me tell you a little behind the story behind the scene story that happened to Dr. Erica, running down those cement roads over and over again with the cameraman, took a beating on her, on her ankle. In fact, she hit one of the cement crux where part of the cement was up in the other part was down. Unfortunately, she’s trained her ankle very badly. And as a rock star, she tried to go on.

And finally, she said, Dr. Sherry, can you adjust my ankle? And in a heartbeat, I was there for her. So she could finish out the shots, but you can see in that bottom picture where she setting up on the athlete, she was in pain and she hung in there like a true champion, a Olympic athlete. And that’s why I think you needed to hear this behind the scenes story. It, um, it lightens the heart. It makes it more fun. But now, you know, what’s really happening in the, behind the scenes. This is her absolutely beautiful in every way, shape or form and putting first things first, she put the profession first, and that’s what makes a difference when we talk about how we’re going to all rise together. And I believe this year in August, we will all have an amazing moment. I’m going to share with you why I think that’s true in these FRCP updates.

We’re going to look at last year, the 2020 report. So you have to know where you’ve been to know where you’re going, and that’s why I think he needed to see the 20, 20 annual report. There’s a link there that you can look at it. I want to share with you something that I’m very proud of because it actually boosts every single chiropractor in the nation. In fact, in the world, we want to tell you award for the amazing Olympic advertising that we did with that commercial. I just spoke up. It’s going to be played 30, 30 seconds, five times during the Olympics. And while we have that ad, that was not all we were doing last year to work on optimizing our optics in healthcare. We actually had all of these press releases and we won three awards. I don’t know if you know that the telly awards is a pretty high bar to set, but there are others words there that really do mean a lot to the profession.

This is about us being recognized for our gold standard performances of the best quality media opportunities possible. So if you would kindly see what the past looked like, so you can see what the future looks like. I think you’ll be very proud of the dollars that you put into because remember every dollar that goes into the foundation goes out in national marketing and there is no other marketing campaign out there that can say that supporting 43 state associations, 16 colleges, and there is 30,000 of you supporting us. So that’s, what’s making the big difference in what we do and why we do it. Now, as we move forward, here is the chiropractic assistance handbook. Why is this important? Listen. So many of you are forgetting the most important part of your clinic and that’s your staff. The patients come in. And the first thing they see is the staff.

And I wanted to see how we can connect the staff with marketing. And I want you to be able to appreciate and enhance your staff’s education. One of the pieces really simple, but often for God, is, are they answering the phone correctly? Are they greeting the patient properly? What are some of the negative things that they say they might not even know? Like never say, um, example, never say you have to ask instead, will you please just simple things that we want everyone to remember as we promote our businesses to the community offering solutions. And then if they have to put a patient on hold, what does that mean? And how do they accurately do that? These are just one of several, I think there’s 40 or 50 pages. This book is amazing. That is offered to our gold members. As we move through educating our patients about fun and different variety of, of opportunities to do so.

Whether it’s videos on social media, whether it’s a brochure or a newsletter, but this adjusted reality is a fun and very educational and entertaining way to get them inspired about their health. This is a way for you to connect with your patients that are looking at podcasts every day and you didn’t even know it. So now you can connect with them by sharing adjusted reality. This podcast is for the chiropractic patient, but more importantly, we’re putting it out into the ethos to see who’s going to connect with chiropractic. Next. The adjusted reality is trusted by the adjusted. You can listen to professional athletes, celebrities, actors, healthcare professionals, wellness, experts, and influencers. This is how you make sure you’re hitting them in the medium that they’re at. And a lot of them are at podcasts right now. It’s kind of like in the old days with the radio, but only you get to tune into the radio station.

You want to listen to many of you have never been involved with podcasts before. That’s okay. Um, here’s an example. If you want to, um, go onto our, um, web page and you’ll be able to actually see the video portion of the podcast, which is fun. That video portion, all you have to do is go to frcp.org. You’ll find it in our media section. And, uh, there you’ll see the adjusted reality. This one right here is Adam Schaffer in mind pump. And he talks all about his fitness journey. Now, listen, I would never do anything that would make a chiropractor uncomfortable. So we will never do something that I think would make you go. I can’t share that with my patients. We’re talking about health, we’re doing it in a fun way. And sometimes they’ll share their chiropractic stories with us. And it’s beautiful because it’s coming from them and the listener gets excited and motivated.

We have five stars on all of the podcasts so far, we have over 1800 downloads and we’ve barely been out for a month. We can’t thank you enough. If you haven’t listened, please join us adjusted reality. You can find us on Apple, Google, Spotify, Buzzsprout you name it. You can find us there. And if you are happened to be new to podcasts, and you’re like, Oh, I don’t really know how to utilize the adjusted reality podcast with my patients. I’ve got you. A lot of us have never used podcasts to share with our patients. Therefore, we have a tutorial. It’s simple. It’s easy. You can give it to your front desk, but please listen yourself because that’s the way you can share some of the tidbits that are out there. And we’re talking amazing. Yes. Deepak Chopra talking about meditation, Adam Schaffer talking about his fitness journey and mind pump.

The fittest man in the world is going to be on rich Froning. This is how you inspire, engage your patients. You can say, Hey, did you watch the latest? Did you hear the latest that Justin podcast adjusted reality podcasts? We was talking to the fittest man in the world. If you haven’t heard it, you should listen to it. You could even have little cards to share with your patients, go to adjusted reality. The reason why this pumps everybody up, this makes our community stronger. It bonds us together. It inspires us. It makes us smile. Isn’t that? What we all need. We need a bump up. We don’t hit a bump down. So please look at the adjusted reality podcast. See how you can share it with your patients. And I can guarantee you it’s going to be a fun adventure for all of us now, last but not least, we all have to shine up our image.

This is our new web page, and it’s a new look. Why do I bring up our NOLA? Because I’m going to encourage all of you to look at your practice and ask yourself, are you shiny and new, or are you going a little bit? Because together we can make a bright, shiny appearance to millions of Americans, but we have to do it with our best foot forward. So look at your practice and see what you need to do to, to really engage and make things look really clean, really strong, smart, and best foot forward. And that’s why this webpage for us was an important next step. Be vibrant and be hip. And that’s what we want the foundation to really put as their best foot forward. Now, we talked a lot about gold gold membership. Some of our colleagues are spending four to $500 a month on marketing campaigns that don’t even come close to what the foundation is offering.

Remember we give back, we don’t take, we give back the dollars that you spend with us and it’s best quality we’re putting out eBooks infographics, white papers, press releases. Eight, 18 Olympic athletes are speaking for you about you and with you. So there is no other group that can match what we are offering you. If those only big athletes are going for gold, consider going for gold, a hundred dollars a month is putting back. It’s an investment in our profession to do better. We have to make changes. And one of the big pieces that I see in with my staff is a quote. I’m going to summarize it by Thomas Jefferson. He said, the harder I work, the luckier I get, I want to be really lucky in 2021. And if you’re sitting out there watching this and you’re seeing Olympic athletes speak on your behalf, I want you to invest in that next moment.

And what does that look like as we go for gold, it means that you were being able to share the materials. It also means you care to invest in the foundation. And one last piece as we go through and we look at the packages that are available for you. I want you to inspire your patients by knowing what you want to do in your practice. And so often we get caught up in the daily grind. This is the time to have fun, to enjoy what we do on a social media level, the pieces that are going to come into place in August during the Olympics 204 million people are going to be watching the Olympics five times. We’re going to inspire them with a 32nd video. They’re going to go to find a doctor. If they want a chiropractor, are you going to be in our find a doctor directory?

Or are you going to miss out on your gold? Because I will tell you this. This is the year to make a big difference. And the only way we can do it is if you’re with me, if we unite as a full, strong, big, brave, beautiful profession, that’s what going for gold is today. I hope you’ll join me and go for gold. Thanks so much for all you do next week. You’ll have your ChiroSecure speaker, please come back and join us because so much of what you do in your practice is just sharpening the saw and being the best you can be all the best to you.

Empowering Women in Chiropractic – How To Become A Chiropractic Media Expert

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.

Welcome to Empowering Women in Chiropractic show. My name is Dr. Nathalie Beauchamp. I’m one of the cohost, thank you so much to ChiroSecure for putting on these amazing shows where we can have guests or share pearls about what’s going on in our practices and in our lives. So we can, you know, upscale our personal, uh, practices, but also share it with others. So super excited today to have a guest. Her name is Christie Christina Daves, and she is a PR strategist. Uh, Christina has written two best-selling books. One of them is a hundred plus affordable ways to easily create a buzz. And the other one, and it’s right behind her is the, do it yourself guide to a free publicity. So hi Christina.

Hi, Natalie. So fun to be here.

Yeah, super excited. And one thing that I didn’t completely re, um, you know, talk about in your bio, you’ve been in the media a thousand times. So you have to tell us, uh, your story, Christina, how did all of this start?

Yeah. And it’s super important, you know, when you hear the story that I walk your walk every day, so I’m really doing this stuff in my business, but I invented a product in 2010. I had broken my foot, uh, which I’m sure a lot of chiropractors are helping people with the therapy after that. Um, and I broke my foot and I was one of those big, awful boots, you know, the big black ugly boot. And we were headed to New York city. So I’m on the train Googling, anything that I could ship to my hotel to make this look better. And there was nothing on the market. So ding, ding, ding, you know, entrepreneurial light bulbs go off and I invented a fashion line for them and everybody loved it. And everybody thought it was a great idea. Uh, but my problem was I had invented a whole new space in the marketplace.

You know, nobody knew that they needed to decorate their medical boots. So I had to teach the world, uh, and I had hired somebody as a consultant and he really did me wrong and he took all my money and did nothing. So I’m dead broke. My house is mortgaged. I have 50,000 pieces of inventory sitting in a warehouse and I’m like, Oh crap. Now what do I do? So I literally went to the library, the real library, where there are books. And I read about PR and publicity. And I started and I made a lot of mistakes when I started. And then I started to figure things out that worked. And in my first year of business, I was in over 50 media outlets, including Steve Harvey, Dr. Oz Fox, a post, and to date, I’ve been in over a thousand because I know what that means for both that business and this business that I’m in. Now, when you get publicity, people find you, it gives you authority. It gives you credibility and peop people love to work with the famous person.

Mm that’s awesome. So today, uh, Christina, what I’d like you to talk about is how, as a chiropractor in a small community, we can become the go-to expert because, uh, we can listen to your story. And we know about book authors and, you know, it’s more of a global run international, uh, kind of, uh, thing, because you’re not restricted to your geographic location. So I think when we hear PR, you know, and in our mind, you’re like, okay, how, uh, how am I going to do this? So rake it down for us. What are the most important things to think about, uh, when it comes to getting some exposure, because there’s a big difference between PR and advertising, uh, and one is way more powerful than the other, right,

Right. Advertising you pay for. And it’s important. I’m not saying don’t advertise. It’s a very important part of your business, but advertising your, putting the message out, you’re telling the world what you want them to hear. And everybody knows what an ad is, which is fine. Again, it’s okay. You’re letting people know about you, but PR is, is somebody else telling the world how great you are, they call it third-party credibility. So that’s why I get super passionate about it because it’s so much more credible. If a journalist is quoting you or talking about you, your business, your specialties, then if you talk about it, um, so you asked me how, and one of the easiest things you can do is, is what they call news jacking. You know, what’s going on in the world right now that you, as a chiropractor can talk about.

And, and a lot of that is COVID still co I’ve never seen anything like this, just this all consuming in the news. But especially with everybody working from home as chiropractors, you know, what does it mean? Here’s a perfect example. I’m here today, doing this. We joke about, you know, the zoom calls are from here up. I’m sitting in my dining room chair because it’s shorter. I can get all my lighting, right. And my, you know, my camera, right? Probably not the best for my posture, my back, my shoulders, uh, you know, what are people doing at home? I know the kids are laying in bed, doing class. I was with my niece and nephew last night, they’re 15 and 18. They could go back to school today. They’re like, why? You know, we can stay in our pajamas and do school in bed. So these are the things you all could be pitching your local media, whether it’s television or print, radio, anything talking about what a year of being home has done to our bodies. And as chiropractors, as experts in the industry, you all know the body here are some tips. So, you know, your, you don’t your back. Doesn’t get thrown out your shoulders, how you keep your posture. Good. You know, here are five things you should be doing, working from home to protect your, your body. Yeah.

And you’re right, that, you know, we can all come at it from a different angle because we all have different kinds of specialty. And I think hooks are super duper important, right? Because the titles has to be the title of your pitches. Uh, you know, cause sometime you can make more than one D have to be catchy. So can you walk through your reasoning when let’s say, cause I know you’ve worked with many doctors, uh, what’s your thought process? When you work with a client to say, Hey, let’s look at it this way and let’s approach it this way and let’s pitch it this way.

Right? So I use a three step approach, be newsworthy, create great hooks and find the right journalist. So obviously you all need to find who covers medical stories. So that’s easy. That’s simple research should be able to do that. I gave you an idea for newsworthy, which is news jacking, and then the hook. How do you get the journalist to open that email? Some journalists at national publications, national, you know, TV shows. They might get a thousand emails before 12 o’clock before noon, you know, half their day is a thousand emails. How do you stand out from that sea of emails? And part of that is the hook. So what’s really important is, is to hone in on that. And I, for example, I’m not a good copywriter. I’m not, I’ve gotten better as time goes on, but figuring out what hooks are, look at a magazine cover.

That’s a hook. Think about where we buy magazines in the grocery store. It’s an impulse purchase. You don’t have time. Oh, here’s an article. Let me read it. Okay. Now I’m going to buy the magazine. You’re buying a magazine based on what’s on the front of that. That’s a hook. So think of your media pitches in terms of that, what is that hook? That’s going to get the journalist to say, I’ve got to see what they’re talking about. You know, and maybe it’s something, you know, um, Y Y virtual school means your kids won’t be walking when they’re 20. I don’t know drama. You know, something that, if that’s true, don’t I hate clickbait. Don’t do anything like that. Um, but you all know what, for example, this COVID stuff, what it’s doing to our body. So think about one thing it’s doing and how do you turn that into a four or five word subject line. That’s going to get that journalists to be like, Oh my gosh, you’re right. We’re all home. This is a great story. It’s beneficial to our audience, which is so important value, value, value. So by using the COVID stories, whether, again, it’s your neck, your back, your legs. If you’re

Exercising, not exercising, there’s so many topics you could come up with, but hook them in and then you get them to read that great newsworthy story. And you found the right person. And that’s the formula for the perfect pitch. Oh, I don’t know if I am muted. I can’t hear Natalie. Okay. I can’t hear, I’m going to go reset Christina. We lost Natalie sound. If you can pick up. Okay. I thought it was me. Yeah. Good. I’ll I can talk about this all day. Um, so again, so that’s kind of the formula. So I gave you one idea about COVID, uh, October is national chiropractic month, which you all of course know this. So think about things that you market your business with during October, those are the same kinds of things that you can pitch the media about. That is an optimal time for you all to be pitching because that’s news jacking, that’s newsworthy, that’s what’s happening, um, seasonal things, you know what happens?

We’re talking, Natalie and I were speaking before, before we lost her, but how beautiful the snow is, where she is. And she was going to go take a walk in the morning. And I know that, you know, often now that we’ve had snow I’m instead of walking in my exercise shoes, I’m walking in my snow boots. Does that do something? You know, what, what impact does it have? So if you’re getting ready to have, you know, snowy weather, you could pitch a story that says, Hey, I’d love to share with your audience what they should do to make sure they’re having a safe walk outside in the snow. Something like that.

You guys hear me now? Yes. Perfect. Awesome. Sorry about that. I don’t know what happened. Uh, Christina, what I was going to say is that I’ve noticed, um, in recent years that when I contacted, let’s say, uh, television, especially television, because obviously it’s visual a lot of time. They’re asking what props are you going to have the visual? So now this is pre, uh, pre COVID. Now most of the interviews are done. Uh, remote. Is this something that you see as often now, or it’s, it’s less,

It’s still really helpful television. They don’t like this talking head. Uh, one of my clients is a pediatric dentist and February and Natalie, you were gone. I was just talking about how October is national chiropractic month. February is national

Children’s dental health month. So we got Janell on television and we set our all up, but she had a high top table and she showed like a toothbrush and how the progression of taking care of kids’ teeth. And that she had a little, almost like a little washcloth, like this is how you rub your baby’s gums. And then you go to this toothpaste and then you start with this toothbrush. So it’s definitely more, it’s good to have visuals. And as chiropractors, maybe you hold a pillow or you can be far enough back, you’re laying down or showing an exercise using a ball, a band, different things. But yes, anything visual for television is really important even now, even with zoom or Skype for TV.

Cool. Uh, so your three-step process, uh, Rhonda by us again.

Yeah. You want to be newsworthy, which is news jacking COVID national chiropractic month seasonality the things I was talking about. You want to create a great hook, look at your magazine covers. Those are hooks. And then find that journalist who covers medical type stories.

Now on that one, sometime it can be tricky. And I find once you start building a relationship with one, my goodness, it’s so easy, especially if you always bring good content and they ask you, but sometime I find that, um, the media people, um, it’s strength, they, they, they rotate often and you’ll end up not having, uh, necessarily a contact. So trying to reach them is one thing. Do you have any other platform or ways that we can do some research, especially if we’re local to an area I ne uh, PR uh, strategies that you can share with them.

So I always joke my top secret trick to finding journalists is Google. Uh, it really, Google is amazing. LinkedIn is amazing Twitter. We have so many resources at our fingertips, and it’s important to remember, and I know people are so afraid of pitching the media. And the first time I pitched, I, I remember I called. I was like, um, um, hi, this is, um, um, Christina, David, I know saliva in my mouth. I was horrible. I have since been on television. Many times, you, you learn how to do this, but you know, just look things up, pick up the phone, call the newsroom. If you want to be on TV. They’re lovely. I think in the hundreds of times, I’ve called one time. Someone was kind of nasty to me. I said, Oh, they must just be having a bad day. They need our stories.

They need, like you said, they need the relationships they need to know, Oh my gosh, I’ve got to do this story. I need a chiropractor. I’m calling Natalie. I know she’s good. She’s always around. That’s the other thing, always give your cell phone number and always answer it very important. If you, if you want to be that person, don’t make them go through your front desk at your office. You know, and I always signed my name and I put self and my clients, I make them always put their cell phone number to basically implying, Hey, I’m here for you, 24 seven. If you need someone in the meet, you know, if you need an expert, I’m your person.

Oh, we lost her again. So I’ll just keep on talking. Um, no, but it is not a hard process. And when I talked about people who get scared and, um, if you remember that, that they need us more than we need them. And you think about, I was joke, I’m going to date myself here. But back in the day, our television, we had channel four or five, seven and nine, and we had the Washington post and that was it. And now it’s, we have thousands, probably tons of thousands of media outlets. And everyone’s 24 seven three 65. There is an opportunity for every single person watching to land media this month. That that’s how available this is to you. I say, be confident in what you do, be confident in what, you know, give a really good, valuable story and follow the system. That’s awesome. Can you hear me now? Now we’ve got you back. I just keep talking.

I swear to God. I swear to God. I don’t know if it’s this no. Or, or, uh, the pool that we have here, uh, up North, but, uh, all right. So great information. And, and I think I’m going to segue in close with this, that I think it’s important that, uh, we do it ourselves because it, you know, some people will ask their assistant, uh, you know, and if you have a big campaign, if you have a book launch or something like that. Sure. I think it’s important. And hiring people like you to really help you, if you have a, you know, a really, really specific need, but when it comes to the small daily stuff, I think it’s important to build that relationship. And I can talk firsthand up. I think I had, uh, eight for eight years. I was a, um, uh, a regular on a wellness Wednesday because I’d build a relationship with, uh, one of the, uh, the host who was really into wellness. So if it was not for me to put myself out there, I’m not sure that I would have gotten all this. So, Christina, uh, you have a free guide that you’d like to share with people,

Right? Yep. So you can check it out. Um, it’s captivate and cash in.com forward slash blueprint. And it’s a blueprint. It’s not only what I just went over today, but it’s some extras, you know, how do you get your messaging? Messaging is so important. Um, both for pitching the media and your website and your content. And so download that. It gives you a step-by-step guide of really everything you need to just up level what you’re doing right now.

That’s, that’s awesome. And I think I’m going to challenge that people listening to say, just, just do it. Just, they have a topic, you know, I’m up my standing desk right now. So this is an example with, with posture and, and sleep. People are so stressed out right now. So there’s just so many things that we can do to support health and not necessarily talk about COVID. Cause that’s not a topic that I personally want to cover whatsoever, but what I want to cover is what people can do to stay strong and healthy and how it’s it’s relevant, uh, to them. Some challenging, everyone listening to this to, you know, just sit back, think what are, what’s your expertise? Maybe you, you have a specific niche, uh, and just do a global, we call it Christina. As, as, as doctor, we call the Dr. Google sometime because patients, uh, obviously go and diagnose themselves.

Um, but in your case, it’s the research Google and try to find out who is in your community and give them a good value and show that you have some good content for their listeners or their viewers. And like, like you said, usually they’re, they’re super happy. So thank you so much, uh, Christina, uh, with us, and I apologize for the technical issues we’ve had, we made it work. Uh, like I said, I’m not quite sure. And thanks again to ChiroSecure for putting on these amazing show, to, um, for us to all grow in our practice and how we can also get out there with VR, for example, to reach a bigger audience. So this was Dr. Nathalie Beauchamp, uh, one of the co-hosts for the show, empowering women in chiropractic. Thank you.

Join us each week as we bring you the best in business growth, practice management, social media, marketing, networking leadership, and lots more. If it’s about women in practice and business, you’ll hear it here. We hope you enjoy this week’s Facebook live event. Please like us on Facebook comment and share. We look forward to seeing all of you next week for another episode of empowering women in chiropractic. Now go ahead and hit the share button and tell your friends and colleagues about the show. Thank you for watching. Have a beautiful day. This has been a ChiroSecure production.


Empowering Women in Chiropractic – Building a Milestone Family and Pediatric Practice – Dr. Buerger

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.


Thursday. Um, third Thursday in February. I am your host today for the amazing look to the children’s show, um, by a ChiroSecure. So I’m Dr. Monika Buerger, and we’re going to have a little fun today. What I want to do is first of all, I want to thank our secure for always giving us an amazing experience, um, and always having the backs of chiropractors, um, around this amazing country. So thank you ChiroSecure for giving this opportunity to share our story and our information on, um, these little fiddle farts for this show. So today I want to kind of go over how to help you build a milestone, awesome family and pediatric practice. And what I mean by that is really how to foster building generations of, um, family members into your practice and what, what are some simple things we can do from the get-go when you first evaluate that little baby in your office?

A lot of questions I get is okay. I’ve educated my patients on the power and, um, of chiropractic the amazing power chiropractic has they, I see them through their pregnancy. They bring that little fiddle fart into me when they’re first born, um, for their initial well-check. And then how do I educate them? How do I, um, get them to understand that the importance of monitoring that little fiddle fart on a wellness type basis? So let’s cover some of that and then maybe let me give you some, um, other milestone tips as we go. So, first of all, I had to add this to my slides today. Um, so this is what happens when you work with little fiddle parts in your practice. A lot of my practice is dealing with those that have neural developmental challenges and neural developmental delays. Um, so they come initially start care.

They’re non-verbal, they don’t engage in social skills. They don’t have interest in coloring, drawing, things like that. So this happened yesterday in my office, this is a little fiddle fart I’ve been working with, uh, that was at that lower level of function. And now his gained interest in coloring and drawing, which is huge, which actually ties into our topic today of milestones. Um, so he wanted to draw a picture of me. And so this is a picture of me. And the first thing that everybody says is, what do you think? They nailed my hair. He nailed what my hair looks like. So yes, I looked like a peacocks on the times, but, um, this is the fun you can have in your practice when these little ones start coming. Um, and you get to experience these things. So yes, this is a picture of me.

And so I had to take a picture of his picture, which I will keep in my memory bank forever, probably. So again, this is some fun you could have. I just wanted to share that because the hair is definitely spot on. So let’s look at some, I just want to go through four typical milestone patterns that we want to, um, be mindful of. So what’s happening is, um, some really great, amazing things in the chiropractic profession is that a lot of people are looking to chiropractors as their family care, um, physician as their portal of entry. So a lot of families are bringing their little fiddle parts to us, and that’s an endearing term that I use, um, has as their wellness provider, as their main provider with that though comes the responsibility of knowing, um, if that child is progressing on track or if maybe there are maybe some developmental concerns that we want to be mindful of.

So milestones are, um, some things we should be, we should know. And I want to remind you that the milestones you have fine and gross motor skill milestones, as well as social engagement and language milestones. So it’s not just gross motor milestones that we should be mindful of, but that’s what we’re going to kind of hammer today. And I’m just going to go through four key ones. There’s more than that. Um, so one of the ways that I used to explain to my parents when they first bring little baby baby’s born, they bring them to you. They want you to check them after the birthing process. Awesome. Okay. But how do we foster care from there? And how do we explain the importance of that? Well, this is one of the things that I use and I put Elizabeth right there. She’s sitting up for me.

So what I, what I do is I use this marionette puppet kind of graphic or image for them when we have, so the first part of this little show today, what I want to do is to give you some tips of how to communicate with parents. And then we’ll double back and talk about some things that we should know as practitioners. Okay. So what I’ll do with parents is I’ll bring my spine in and I’ll show, you know, that like a marionette puppet, if we have subtle, um, what we call misalignments or subluxations of the spine, where the spine is suddenly a skew, a vertebra, too. What it does is it pulls this abnormal tension, like a marionette puppet on the muscles attendance. And so you might have one side that’s tighter than the other, but what can happen is, as I say, mom or dad, have you ever like had a sore muscle or you, you know, you pulled your muscle and you, when you move a certain way, it’s like, ah, that’s kind of tender that hurts.

So you avoid moving in that pattern, that direction, um, or it just prohibits you from moving that way at all. Well, you’re a little one can have the same type of thing going on. If they have these subtle misalignments in the spine, it may put tension in places where they either cannot get into these positions or they’re uncomfortable. And so they’re going to avoid getting these positions. So what’s the big deal. The thing is these movement positions, what we call movement milestones are significant for actually building exercising areas of their brain. So communication between the body and the brain and the brain to the body. And this is so critical for laying the foundation of neurodevelopment for you, a little one, and these foundations are going to be needed for later on learning attention and behavior. Now, initially I don’t get too much into the neurology behind all this because I don’t want to overwhelm them.

I just want to give them some basics. So we use this marionette puppet. You know, if you’re pulling on one string, you’re pulling on one area, but the other side of the body might not. Um, it had more, it might have more Slack and this becomes an imbalance of the body in balance of the body equals imbalance of the brain. So, so what I will do is I’m going to go to this side right here. So then what I will show them is so every time I move my neck or head or arm on my left side, I am building up and exercising the right side of my brain. And when I move my right side, I’m in exercising the left side of my brain or building that up. So optimally, we want to build a balanced brain, then body and a whole brain functioning so that when the demands that your little one’s going to need, particularly around first or second grade, we start to see more demands needed at school and so forth that now little can, we can operate from a whole balanced brain and body level.

So what I want to look for is I’m checking a look Henley right now, and I’m noticing some stress patterns and strains and what we call subluxations and from the, this could be from being scrunched in utero or from the birthing process, but we’re gonna work to de-stress her body right now, so that as she develops, she can go through these movement patterns. But what I want to do is I set up a whole, um, over, especially the first two years of life. These different movement patterns are very significant because they are going to work different parts of our brain. So what I do is I like to, um, watch them over the years of their development, especially those first two years and check them on a regular basis to make sure that they’re meeting these, what we call motor milestones, that their body can, is comfortable enough and can move in these positions in order for them to carry out these movement patterns that are creating brain development.

So, first one we look at is at rolling. Okay. So I’m very given very simple explanation of why we want to now not just check Kinley right now after the birthing process and make sure we clear out any restrictions or subluxations, but how we want to make sure that as we go month by month by month, so you might create a wellness plan and that may look like twice a month for your office or once a month, depending on your wellness plans. But the reason why we want to create this milestone wellness practice is because you are going to watch for these milestones to come into play again. If they, if they, um, have subluxation patterns and that restricts them from getting there, then we catch them right away. Then I look for any, you know, potentially concerns that she’s not being able to engage in these movement milestones.

And we get, we address them in a preventative mode. So we basically prevent the train from derailing and going off the tracks. Okay. And you set the stage right there. So with that said, we want to look at, and again, we’re just going to go over for today, rolling as one of them between about, about the agent with milestones, with movement, milestone patterns you need to give or take a month or so on. Either side, these aren’t really hard concrete. The other thing to be mindful of is a lot of parents these days, they think faster is better, right? Why aren’t they walking by 10 months? That’s a big question I’ve been getting lately. They’re 10 months old and they’re not walking yet. It’s okay. They shouldn’t be really, really, if we look at decades ago, it around 18 months, if they weren’t walking by 18 months is where the concern became a, it became a concern.

So 10 minutes, we shouldn’t even be there yet. So we need to also explain that to the parents faster is not better. So I want to make sure that Kenley is free of subluxation patterns so that she can also do these movement patterns appropriately because there is a definitely a proper way. We want these movement patterns to roll out, to play out. So Rollings one of them by three months of age, we want them to start to roll from the pelvis app as a corkscrew pattern through, through the trunk, not as a log roll pattern. One of the things that we should understand as primary portal entry docks is that movement patterns, a proper movement patterns are associated with, um, things like neurodevelopment delays and particularly autism and the th the type of movement pattern. So we want to be able to pick up, are they doing these movement patterns and are they doing them properly?

And there’s a paper by an author called title bomb. And he looked at some of these movement patterns. And how later on that child may have been labeled with autism. Now, we don’t want to put that. We don’t want to start there with parents. What we want to do is we want to explain to them that we’re looking and we’re going to create a family wellness protocol for little Kinley so that we can make sure she hits those motor milestones properly. So back to rolling three months of age through the pelvis, through the trunk and around now, let’s think about this from a clinical perspective. If we have lumbar and pelvic subluxations that are restricting movement, another big one are going to be so as muscles, these are areas we really want to keep, um, healthy and subluxation free in order for that little fiddle part to be able to get in that movement pattern.

The other thing I want you to take into consideration with rolling, um, is the speed annoyed is, uh, mimics the pelvis. So don’t just get honed in on the pelvis. Look at the entire spine. Look at dural tension, look at the Spinoza. So three, three to four munches rolling from the pelvis forward through the trunk and a corkscrew pattern about six months, six months, ish, you’re going to, they’re going to go from the shoulders and that’s going to initiate the role and through the pelvis and around. Okay. So again, it’s not just being able to hit that motor stone. It’s the quality of it. Okay. So that’s about, so that’s your three to six month window that I want to look at as a key milestone, then they will get some core trunk stability gain that by tummy time and by rolling, and then they should be able to sit independently starting about six months of age.

Okay. Six to eight months of age. Um, so they should be sitting independently and have that core control. Then they go from that into an all fours pattern. Okay. So they’ll start sitting core control, and then they’ll start that eight months or so they’ll kind of do this lateral shift, putting one arm out, um, and, and being able to brace themselves. And then they go from that and to all fours, that’s going to be about nine to 11 months being on all fours. So again, you’re setting up a wellness paradigm practice protocol in your office, like, okay, we definitely want to make sure that we check little Kinley after the birthing process. And then we want to make sure she’s able to get an extension and tummy time. And then, Oh, definitely. You know, by three months or so, we want to see if she started to even be interested in rolling, and then we’re going to make sure that rolling patterns appropriate from that three to six month window.

And then about six months, we want to make sure we’re seeing her baby will sit appropriately and then getting to the next stage on all fours that gets into play about nine to 11 months, they’d get on all fours. They rock back and forth. We refer to this as the pre crawling reflex. It’s, it’s really integrating what we call the sematic tonic, neck reflex S TNR. So we should see this between nine to 11 months, that needs to happen. It should happen before they get on all fours and start their cross crawl pattern. So again, these are, these are stages that we’d like to look at and we’d like them to be appropriate. And we like to see the little fiddle farts, at least on a monthly basis in order to make sure that they’re subluxation free and can meet these motor milestones in a proper fashion.

Of course, if they’re subluxated, if they have tension like this marionette, they may not be able to get into these proper movement patterns. Couple of key things I want you to think about is other than subluxations, I want you to really think of dural tube, tension, dural tube tension can really, um, play havoc with a couple of these key reflexes here. When baby’s rolling, that’s going to integrate the spinal Galot reflex, which is a key reflex for later learning attention behavior as is this STNR reflex. So dural tension can keep us from getting in those optimum positions, tethered oral tissue or tongue ties, uh, tongue lip bugle ties can restrict movement. Cause it’s a fascia restriction was like Woody here. Our marionette puppet pulling tension from cranium all the way down. Of course, subluxations are going to be there. And we have some trouble with may have some trouble with low tone kids.

So those are some hot button things I want you to think about as to why they can’t get into these positions. So use the marionette puppet as an example, and these tensions muscle and ligament tensions that because of the spine is subluxated putting abnormal tension in balanced tension from right to left imbalanced body is imbalanced brain in balanced brain, imbalanced body from side to side, they can’t carry out these motor milestones as chiropractors. We want to clear restrictions, clear the blocks so that they can get into these positions. And we want to do that by watching them on a regular wellness maintenance basis. This graphic is huge for you to use, um, with regard to showing how, when they move different body parts, it’s actually building brain, okay. Building areas of the brain. A couple of things. Again, you can, if they’re having trouble getting into this corkscrew really position again, especially the lumbar and pelvic spine, don’t forget this be annoyed.

Cause it mimics the pelvis. There’s a little trick you could do. You get them. Um, you can see where I’m putting one hand, basically the top leg is bent and you just gently pull that top like over. I’ll do it so you can see it. So top leg like this, okay. We want them to be able to roll in both directions. Cause ruling in both directions left side, right side of my body left side, right side of my brain getting exercised. So I gently put my hip, uh, my hand on one of, um, one of the, um, ileum that top leg is bent and I’m pulling, I’m just tagging a little bit on that bottom leg to get a little tension and you just hold them there until they will start to roll over one of the things we don’t want to see for the log roll.

Okay. Just a law roll. And then they fly over. We want that corkscrew role to show up. So that’s a little exercise we can give. Um, we can give to parents to do and roll them in both direction. Have the parents do in both directions? This, if they have trouble with dynamic sitting, if they’re getting some low tone or not getting in that position, I want to show you just a quick little video. Okay. So we want to also work on dynamic balance. All right. Um, and this is for any kiddo, but particularly the kiddos that are having trouble learning to their core, to sit on their own. Again, between six and eight months, they should be sitting independently and be okay with that. So we can do a few different things. One is you can start them again, lower on the lap. And again, the more core you support, the more stabilization they have, then you can work to not supporting them and then work their way up the ladder.

So to speak on the knees, again, more stabilization for the core, with the hands last without then you start walking a little bit. Okay. This is again, when we’re looking at those postural reflexes like ocular head writing, the lab and thing had writing, right? Correct. That’s where they tilt the side and the head should correct the Ryzen. So we’ve got to start fostering that because those postural reflexes need to take over those primitive reflexes. So you create a dynamic situation and by rocking and they have to stabilize more on a physio ball, um, do the sun of physio ball and how you support their core when they get to a good point and they can stabilize their own. Maybe you do. You stabilize the Physioball by rocking the physio ball and see how much they can control themselves. So again, we’re working our way up to dynamic sitting positions, um, and destabilizing positions.

So these are some things we can, we can just show parents at home. Again, we’re being active in fostering this optimal development by creating a wellness program for these little fiddle parts of our practice. This is particularly important. If you have family members that have had a little one who already is in a, in a neural delay, delayed situation or on the spectrum. Again, we know that, um, those on the spectrum, um, have been shown to have poor, um, motor we’re. They’re looking at that actually as the indicator in early indicator of a possible label of autism. So parents are concerned if they’ve already had one child that’s delayed now have another baby, you are going to monitor them on a regular basis. And this is going to help you foster, um, creating a brain based wellness program in your offices to where you’re really going to not need to do a lot as far as always getting new patients in because you’re seeing these families for years to come generation after generation.

Um, so those are some things I want to share with you. Um, I didn’t put in here, I met you, sorry. If they have trouble getting on all fours, um, and rocking, you can trap them between, between your legs, okay. Trap them your legs and hold them up a little bit. And that just gives them again, more core control to get on all fours, um, or just have parents hold them and stabilize their pelvis, um, and get them on a floor and then gently rocking back and forth. Uh, so hopefully you can see that, um, the, um, so again, trap, uh, have them on their all fours stabilize their pelvis. Okay. Or like I had them here instead of between my knees here, I’ll have my legs flat. Baby is between my legs to get my legs kind of squeezing them a little bit, to give them some support, to get into that all forced position.

And then by nine to 11 months, that’s when you want them there and gently rocking to help integrate the STNR B flex. This is a ha the other thing that has been really great is those that I mentor, we made, I made a, what I call a quick screen milestone, and here’s your going to gross motor fine motor social and language. Um, just quick screens as you are in the room with these little fiddle farts, I had them for, um, all ages, year one, two, three, four, and five. They’re all separate ones to use as a screening tool. So you have that there in front of you. Okay. Little fiddle part’s coming in. They’re two to three months old. These are some things I want to kind of check real quick to see if they’re hitting those milestones. But the other thing that has been fabulous is using a handout like this, to give to parents and say, okay, mom, dad, what we’re going to do is I have this in Kelly’s file.

Oh, look, she’s doing great. She’s hitting all these milestones now, next month, when she comes in, we’re going to look to make sure that she’s hitting this, this and that in the proper fashion. If she’s not, obviously we’re going to check for subluxations and anything, other red flags that might come up and we’re going to conquer it before it becomes an issue. And I give the parents this handout and they love it because they’re like, they’re engaged in their child’s care and their child’s progress. Um, and we’re on the same page and they can look and then they can say, Oh, she, she did hit this. Or like, Hey doc, I don’t think, you know, she’s getting there, you know, and that may be an indicator for you to say, you know what, we’re going to need to up care for a little bit, maybe for the next month we’re going to up care.

Uh, you know, I want to see her weekly or twice a week for a few weeks until we clear these subluxation patterns. We see these milestones coming on board, and then we can back off again. So you’re being active, they’re being active and it’s really kind of, um, it’s, it’s really keeping them on track to keep their appointments as well. So, um, so we see that, you know, this is ages one through six in this particular hand, it goes up to the first year, and this has been extremely helpful for parents to stay engaged. And, um, they they’re really excited to, to be engaged with you in the of their child. So what I did was I, I got so much great feedback on that handout and it’s become a way for doctors to really foster this wellness, um, milestone family practice, um, and to kind of pivot that message from a pain brace to a brain-based wellness paradigm.

So if you want that handout, I will send it to you actually. Um, as part of my, thank you for listening to me and as my thank you for Kira secure for always supporting us. So just text this number. If you text this number, um, you can, uh, we’ll, we’ll put you in part of our community outreach programs and, um, send you that free handout to give to your practice members as well. So again, I want to thank all of you for being a part of this amazing profession and looking out, um, looking out for the little photo farts you don’t actually have. You can text the word, Whoa. Um, when you text this message, you can text the word wo or text any message you want. You can even text how much you like my hair. Maybe there’s a theme going on here because that initial picture, and now we have this monkey and maybe it’s a hair thing.

So you can text me any, any word you want. But if you text that number, I will know that you want that handout and we will get it to you. We’ll be happy to get it to you again. Hopefully this helps you build a milestone family wellness practice for generations to come. Um, and we move those kiddos forward in the healthiest fashion we can. So, um, until next month, I wish you all an amazing month of changing lives. Changing the future. Again, ChiroSecure, thank you for helping us share our message and get this word out to everybody else. And, um, Erik Kowalke will be with you the first Thursday of next month, and I’ll be back the third Thursday of next month. What a, hopefully a surprise guest. We’ll see you then


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Empowering Women in Chiropractic Doc, Whose Talking Care of You? Julie McLaughlin, DC

Click here to download the transcript.

Connect with Julie: drj@vitalhealthprotocols.com

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.

Hello, everybody. Welcome to Empowering Women sponsored by ChiroSecure. I am your host today, Dr. Julie McLaughlin from Vital Health Protocols. And we are going to be talking about you. We are going to talk about Doc, Who’s taking care of you because really, if you’re not being taken care of, you’re not going to be around to be taking care of your patients. And we know that this is a real issue in our profession because so many docs are having to quit practice, retire early, take a leave because they’re not taking care of their own health. And so let’s talk a little bit about that and how we can help support you. And you can support yourself in taking better care of your health. So I have a few slides, so let’s get started with showing the slides.

So, first of all, we’d like to thank ChiroSecure because we wouldn’t be here giving all this awesome information week after week, without them among many, many other things that they do so well for us. So everybody let’s give a little bit of love, like hearts, thumbs up likes, um, to kind of secure because they are just an awesome, awesome, uh, insurance company. And they literally have our backs. So when we think about chiropractors, we know that we all get adjusted, but what else could we do to be taking better care of our health and let’s face it. I know there’s a lot of docs out there not even getting adjusted. So I care about you and I care about that. You’re taking care of yourself and who’s taking care of you, right? Because what’s your story. Why did you become a chiropractor? Right? It is an absolute noble calling and we have the privy to the innermost details and vulnerabilities to people’s lives, right?

And it requires great compassion and empathy. And only certain people are capable of delivering this day in day out. And you, my friend are one of them, but you know what? We as docs have those same vulnerabilities. We have those same little details. That can be a problem. And so there is a dark side of practice because carpenters are being forced into early retirement due to the lack of their taking care of their own health. They’re getting health problems. And when we see this, we don’t actively seek out care because we don’t live in that allopathic model. We won’t seek that out unless our house is on fire. And by then, it’s too late. And I have treated to many of my colleagues that have found themselves in this place. They, they, they thought I’m in perfect health. I’m good. I, I see patients all day long and one day they woke up and that’s not the case anymore.

And that really is a dark side of our profession. And I don’t want you to ignore this any way and any more anyway, because it’s very, very simple to predict, prevent, and yes, even reverse chronic disease that every chiropractor in the U S has a potential to having. So we are going to talk about what we can do about it, because I always say this to my patients, and I’m going to say this to you just because you don’t feel sick. Doesn’t mean you’re healthy. No one wakes up and says, today’s the day I’m going to have a heart attack. Today’s the day I’m going to have diabetes today. I’m going to get diagnosed with cancer. No one says that you wake up today and say, Oh, what do I got to do? I got this many people. I got to do this. I got to do that.

But guess what? You have to take care of you. You have to take care of you. You’re probably taking better care of your car. Then you’re taking care of your health. And so what’s the risk, right? Sometimes we think we’re invincible. We hear people’s problems all day long, but we don’t even know what the real risk is to our own health. So I have a little risk assessment. I’m going to show you three questions. I want you to answer as we go along. So does anyone in your family have heart disease? And when I’m talking to heart disease, I’m talking high blood pressure, high cholesterol, God forbid that they had a stroke or a heart attack, right? Any of those things, or most importantly, does anyone had an early onset heart disease event? Like, do they have a heart attack before the age of 50 or before?

The age of 60? Those are huge, huge risk factors. In fact, even if it’s not your own health and you just have those risk factors, you need to know because did you know that someone in your family having a heart disease early onset is the number one risk. We know heart disease is the number one killer, and let’s face it. We treat people in pain all day long. We know it creates inflammation in their spine and their muscles, everything that we treat, but also creates it in their cardiovascular system. The difference is heart attack will kill you, right? We can get rid of that pain, but a heart attack will kill you. I want you to know your risk because if you have a family member that has early onset heart disease, that doubles your risk of having the same thing. If you have somebody in your family that had a heart attack or a bed or heart disease before the age of 35, that 10 times your risks.

But guess what? If you know that information and you know where you are, we can turn those numbers off, but I need you to look at it, right? What about this? Do you, or your spouse or your significant other snore, right? You think snoring? Like, what the heck? What’s, what’s up with that? Why are we talking about this? Right. But we know sleep is super, super important to your health, but did you know snoring has a higher cardiovascular risk than smoking or obesity and combined, right? That’s right. So if your, your spouse’s over there, snoring, they have a harder, a higher risk of having a heart attack than if they smoked and were obese. Right? And so the only way you’re going to know this is by looking at blood work and docs. I know what I am talking to all my friends. They’re not getting their labs done.

And I’m very worried about all of you. That’s why I am doing this because, you know, we take care of our patients, but we need to take care of each other. And that’s what I really want you to know. What about this? Do your gums bleed when you brush your teeth, right? Do you see like a little bit of blood when you spit out that toothpaste into the bowl, did you know that periodontal disease or bleeding gums will double or even triple your risk of heart attack or stroke? You need to know your lab numbers because it’s silent. You’re not going to come in and go. I think you know this right artery over here has got a little cholesterol in it. You’re never going to come in and do it. You have to know, but these are little signs that we don’t think of.

You think of, Oh, I brushed my teeth too hard. Or maybe I got, you know, adjustments to my Invisalign or whatever you’re doing. We always have an excuse, but the reality is double or triple the risk of a heart attack. Cause your gums are bleeding. So we need to make sure that you’re being taken care of because it’s just not just our patients. Right? We as providers are affected too, 90% of providers feel that healthcare is on the wrong track. I think you guys can all agree, right? We’re dealing in sick care and not in healthcare. And 74% of chiropractors are forced into early retirement due to health problems. That is just criminal. We need more chiropractors in our profession. We need more people helping people with what we do. And 50% of chiropractors have been reporting burnout due to poor self care, right? How many days can you go into the office?

Day after day? If you feel really bad yourself, it’s not even feasible. And then we have burnout, but what really is those underlying causes, right? That’s what we want to know. All we have to do is look at the statistics of the American population to see how crazy this is. Because one out of two Americans will suffer chronic disease. And I got to tell you, chiropractors don’t have an immunity to this. We don’t have like, well, it’s not going to happen to me. We all think we do, but we don’t because chronic diseases responsible for seven out of 10 deaths, right? We’re not just talking about pain here. We’re talking about things that are absolutely could kill us in 84% of healthcare dollars go towards chronic disease. Two thirds of Americans are overweight and a one in three are obese, right? It’s really crazy. And you know what, it’s the same thing in our chiropractic population of docs, auto immune diseases have tripled over the last 50 years, not to mention a pandemic, right?

And over half Americans are taking medications. How many patients do we have saying, you know, do you have any cholesterol problems? Nope. I don’t have a classroom problem. Why? See you’re taking a stat in here. Well, yeah. That’s why I don’t have a cholesterol problem. You do have a cholesterol problem. That’s why you’re taking the Stockton. We can’t put our heads in the sand anymore because you know what I need to make sure as this profession goes on, I’ve been in this profession a long time that we have docs who are able to take care of people. So we got to take care of you, right? Because you will never change things by fighting the existing reality to change something, build a new model and make the existing model obsolete. Right? That’s what we need to do. This is my absolute favorite quote is by Buckminster fuller.

And I just love that. So what are we going to do? I want you to know this, that every chiropractor, every chiropractor in every state in the United States is licensed to order blood work. I’m not telling you, you have to order, you know, draw blood in your office, but you are licensed to order it. And you’re licensed to order it on yourself, right? You are the patient. We want to take care of you. We want to help contractors learn this additional paradigm. We want you to start out and be the patient. We want you to take care of your families. Look at what they’re doing. Because if you started to do this, even in your practice, if you said, I’m just going to do it on me and your family, that’s awesome. We need that. If you sit down, I’m going to do it with my patients.

One doc, doing this could help more than 30,000 people. That’s huge. A movement like that could change the healthcare of this United States. And when was the last time you had your labs done? That’s what I want to know. When was the last time put it in the chat? Tell me, was it a year ago? Was it five years ago? Or was it like, you know, I really don’t remember. I don’t like going to the doctor. Right. But guess what? You can order it yourself on yourself and you can help prevent, predict and reverse any chronic disease. It’s super, super affordable. The cash prices are not, not, you know, expensive at all because we know that that can be a barrier, but no, one’s going to come in and say, Oh, I think my liver’s off of today. Right? You have to measure it. What measured gets measured gets managed.

And so is this for you? I want you to think about, should I get my labs done? Should I get the labs done on my family? I have the ability in my license in every state to order it. So if you are family or friends are suffering from a con chronic health issue. Absolutely do it. If you have any risk factors, absolutely do it. If you haven’t had your blood done in the last year, absolutely do it. You have to know, think about if you went and you didn’t get adjusted in a year or five years or however long it’s been, since you had your labs done, that would be really bad. Right? I always say, if someone told me I could never get adjusted again, I would die. That would be like the worst thing ever, right? This is super, super important. And this is for you.

And it’s to save your life is to save. Your practice is to save your family is to take care of you docs because nobody else is doing it. We have to make sure that our chiropractors are healthy and we’re taking care of each other. And so it’s not out of our reach. It’s easy, it’s inexpensive. It could save a life and it could be your very own or someone in your family. So please, please docs take care of you. If you want to learn more, if you want to learn what you can do to take care of yourself, let me know. Here’s my email, drj@vitalhealthprotocols.com, because let’s face it. We have to keep this profession going and we have to stay healthy to do it. So that’s it for today. Um, I want to thank ChhiroSecure again for sponsoring this. And I want you to join us again in two weeks with empowering women and Dr. Nathalie Beauchamp. We’ll be speaking to all of you. So have a great day and I’ll see you soon.

Join us each week as we bring you the best in business growth, practice management, social media, marketing, networking, leadership, and moms more. If it’s about women in practice and business, you’ll hear it here. We hope you enjoyed this week’s Facebook live event. Please like us on Facebook comment and share. We look forward to seeing all of you next week for another episode of empowering women in chiropractic. Now go ahead and hit the share button and tell your friends and colleagues about the show. Thank you for watching. Have a beautiful day. This has been a ChiroSecure production.

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Empowering Women in Chiropractic – Imagine Never Having To Worry About Another New Patient – Janice Hughes

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors. 

Hello and welcome to deduct to today’s show growth without risk. And it’s brought to you by ChiroSecure, who I really appreciate the opportunity to connect with and work with for, for years now, Dr. Hoffman and his entire team. My name is Dr. Janice Hughes, and I’m really excited to have a conversation today based on something that I’ve really been watching in a lot of Facebook groups. Um, I recognize teaching and going to some of the chiropractic colleges, it’s sort of a distinction about whether you have a practice or whether you’re building a healthcare business. And I want to lead today with the question about, could you imagine never actually having to out our numbers, you know, how do we attract clients? How do we get enough of the right kind of training? Likewise, we go into practice, we go into building a business. And what starts to happen is, you know, we’re constantly having to think about that next new client, or where do these new clients come from?

Well, let’s face it. A lot of times we’ve been thinking in terms of we have to go out there, you know, and meet and connect and, and, you know, with groups or organizations, you know, and for years within the health care professions, there’s been people talking about turning around and, you know, going into, you know, again, screenings and marketing. And what starts to happen is obviously the way the world has changed. And we don’t have that. But now before you know, it, we’re still constantly thinking about where the next new client’s coming from. So I think it’s a bit of an affliction that we go through in this healthcare space. Now you notice the medical teams don’t tend to have to think about that because that’s almost like it’s just been a constant expectation that we all go for these regular checkups or for dentists.

Well, I know that we can’t discuss today how we change the whole perception of chiropractic. But what I’d love to talk about is how do you begin to build your healthcare business without the stress constantly of new patient or new client acquisition? So what I want to talk about is three different steps. I think the first really critical step let’s call it. Step one is how do you build systems for attraction and promotion? Whether we like it or not a lot of, especially as we get started, or any of you that want to keep the pipeline of new clients going, we tend to know that a lot of it is based on us, our, our ability to connect with people, um, the, the connections that we do or don’t have. And I like to call that kind of the attraction. You know, sometimes we have to recognize that we have to build systems to continue to attract.

We also have to build systems of promotion. So in the current world, we all instantly then think about Facebook ads and funnels. So they are absolutely critically important. They’re a powerful tool, but not at the expense of also you doing other things like who in your community are key centers of influence, that it’s important for you to speak with, connect, with, talk with, you know, within your own patient base. Many of you actually already have a few of those patients that send you a lot of clients. Like if you look over the years, they’ve been really high referrals. So how do you maximize that? Even more maximize a couple of companies that like literally become those centers of influence for you. I know a couple of people within their communities that, you know, they end up working with people from orange theory as an example, great company, um, in many areas, it’s a thriving business, even through the craziness that we’ve come through in 2020, and now in early 20, 21.

Well, if you know those people and already work with them, how could you leverage that? That’s the question you begin to ask yourself when you want to, you know, think about these centers of influence. How do you leverage it more? And I know we realize that you can’t now go to an orange theory or their managers and say, look at me, just send me patients, but what can you offer them? Um, how do you help them? And so a lot in this step, one, building these systems for attraction and promotion, how do you leverage things that you’re already doing that are working well, that more importantly, how do you leverage and build some systems to attract and promote the practice? Now don’t just think it’s, if you’re extroverted or if you’re a more outgoing personality that you do, those things, there’s ways to leverage being an introvert or more internal driven practitioner.

So I just want you to recognize this is a whole topic onto itself. This step one of systems for attraction and promotion, then step two is how do you build stronger care plans or what I call case management. This is how you plug the leaky bucket, because what happens after years of coaching, thousands of practitioners, chiropractors, natural paths, acupuncturists. What I recognize is that I could have these great promotion or I can teach people how to attract and have people come in. But often the leaky bucket is that you’ve got as many or more people going out of the system. Now, I don’t mean that we can stronghold them and say, you have to stay here, or you have to stay beyond acute care, but you can build systems by understanding that there’s a big difference between acute care versus reconstructive care versus what I call wellness or, you know, health prevention care.

And all too often, we really get the, okay, take them out of acute. And then the word is we put them on maintenance. Well, again, what does that mean? You know, so maintenance to me, or really, if you ask anybody in the public is well, it’s maintaining the things the way that they are well, is that necessarily so great? You know, so what you want to think more about is, is enhancement, you know, health enhancement, you know, improving their health and wellbeing. And a lot more people are even interested in that now, based on the fact that they don’t want the illness, that’s been the big focus through the crazy pandemics. But what I want you to understand is you have to build a case plan. You have to build systems around case management. You can’t just go, Oh, I think this is what we’ll do.

Or a lot of times, if you give this great report of findings, you find or think that those people are the ones that follow through or take longer, you know, care plans. And that’s not necessarily always the truth. You know? So you notice that sometimes the less you say, all of a sudden, some people end up staying or being part of your practice for longer or referring more. Sometimes it’s almost like we need to get ourselves out of the way, but a lot of practitioners that build great case management turn around and you get to take a little bit of the personality out of it. That’s how you train other docs. That’s how you train other associate doctors. Or if you have a multidisciplinary style of practice, that’s the way that often, you know, again, you have the same patient now, not just partaking of your services, but more of the entire clinic services.

So one way that you start to know, if you have really good systems is take a look at the last 15 or 20 new clients say from the beginning of the year or later in last year and pull those cases. And where are you losing people? I call this your dropped visit analysis, where do you in your care plan, loose people? So what I want you to understand is that this takes time, a lot of leadership to realize that often our language is where we’re losing people. So if you set up a care plan and you say, well, it’s going to take a typical case like yours is going to take this many visits, whether you say six to 10 and how I know that that’s still settled a lot in our profession is because really statistically, we know that the average is that a new client often stays with a chiropractor for seven visits.

That’s really shocking because there’s a lot of you that have these great, well, you know, managed care plans. So imagine some people are just a couple of visits and they’re already losing people to get that low of an average. But what I, I want you to start to think in terms of, even if you say 12 to 24 visits, or if you’re a practitioner that says a typical case like yours is going to take anywhere from two to four dozen visits, remember that people always hear that lowest common denominator. So what they’re hearing is that low end number, if you say six to 12, they’re hearing six. So you need to be able to come up with a plan that talks about your phases of care or how you’re going to help them move through varying stages of their care, because then you can still say, well, then here’s where we begin.

And then we do a great re-examine re-evaluation after that. So what I want you to think about this again, is an entire topic onto its own. Like how do you put together these great care plans? And I’d love to in another upcoming session, say, even interview somebody, I know several doctors that do really strong care plans and case management planning, all based on good clinical feedback and, and scans and technology and, and ways of reviewing where people are progressing, but for yourself, figure out where you’re at by doing your dropped visit analysis. And sometimes that’s a little shocking, because if you’ve said you typically plan out two or three dozen visits, but your drop visit analysis is showing that you’re on average, losing people at visit 12. The reason that I liked this number is it now tells you where you need to increase your education.

You don’t wait until you’re losing people. So if you re-examine somebody at 10 visits, and then you’re not going to re-examine them again till 25 visits, but you’re losing them around visit 12 or 13. It’s important that you’re building more strength and more knowledge into what you’re sharing on that 10th visit re-exams. So I’m not going to say there’s a magic number. I want you to find your number and then how build and enhance your case management. So step one was systems for traction and promotion. Step two is stronger case management. So you’re not having a leaky bucket and just losing people. It doesn’t mean everybody stays beyond acute care that it means you have to have that plan and vision. Step three is how do you build in referral generation referral, generating conversations, referral generating approaches, and how do you build that consistently? And I apologize.

I know some of you are coming in and out. I’m getting a couple text messages about that. And my apologies, welcome to technology. Welcome to my dog in the background. Welcome to sun coming in and on the screen. So I thank you all for putting up with some of the technical pieces today, but let’s talk about this step three. So referral generating conversations, it doesn’t always have to be like more extroverted and saying, send me your family. But when someone is telling you that they’re getting really great progress, that’s the ideal time to acknowledge that and say, fantastic. Who else do you know that would benefit from these health and wellness changes? You could, even, if you really specialize in headaches, you could turn around and say, you know, who else do you know that has headaches? You know, so that you could ensure that you’re getting really good.

You know, I’m going to say almost an acknowledgement of the fact that I, I work with lots of people. I work with others, just like you. You can also say things like part of my mission is to change the health and wellbeing of my community. So not only working with you, but I would love to work with others. You know, you can ask about company their company and do they have, you know, programs for health. And like I said, you know, enhancement, not necessarily neatness or wellness, but health enhancement strategies, how could you have a conversation? You know, how could you bring that to their company? So the idea that part of my mission is to change the health and wellbeing of my entire community can be very powerful. So what I want you to see is today, we haven’t broken down every one of these categories and said, okay, here’s the five steps in each one, but I’ve tried to give you some ideas and tips and tools to turn around and start to think about your health care business.

How could we turn around and ensure that you, your practice and your business can run with, or without you, that’s really powerful because what starts to happen is we have these concerns, where are the new patients coming for from, you know, what’s next? How do I grow? You know, often many of you are still the key employee in the business, you know, without you adjusting, there aren’t any billings. We need to start to begin to think about our practice as a healthcare business. So some of that is the mental shift to this business approach and strategy. Then from there, thinking, in terms of worry, isn’t a strategy from my perspective, you know, how, instead of worrying about new patients or the attraction or the billings, or can I hit my goals? How about putting some systems in place? So we’ve talked about some steps today, for example, to not be worrying about new clients, you know, so step one was putting in systems for regular attraction and promotion.

Are you doing some regular PR so that you have the opportunity to be, have your face in front of people, ads in front of people, things out there in the community. Are you yourself working on knowing the fact that a lot of you you’re the key employee? So how can you have consistent energy and educate consistently? So building those kinds of systems for attraction, step two was really strong case management. How do you build out great care plans for every one of your patients? Not that everyone is always going to accept it, but you need to be able to envision it. So if you want a PDA of 30, or if you want a typical PBA of 40 and you have a PVA of 12, then you need to say, I need to build some systems. And then the last step, step three was regular referral generating conversations, very authentically.

You know, just knowing that that is your role as the key chiropractor as the lead chiropractor, sometimes as the only chiropractor it’s, how am I constantly asking for referrals? You know, if somebody says to you, I really need to get my husband in here. Could you turn around and say, how can I help you with that? Do you think it would benefit if you brought him in, on one of your visits, do you think it would benefit if I have a phone call with them? You know, so a lot is are you just really staying attention and paying attention to those kinds of referral opportunities? So I want to take this opportunity to just have realize, like I said, worrying is not a strategy, take a little bit of time and even think about those three steps I’ve talked about and build and put some systems in so that you can have consistency of new clients and new client attraction. Again, I’d really love to say thank you to ChiroSecure for sponsoring these kinds of conversations. And also let you know that next week’s host of Growth Without Risk is Mike Miscoe. So definitely tune in for that. So thank you and have a wonderful day

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