Empowering Women in Chiropractic Doctors Shall NOT Sell – Myths

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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.  We suggest you watch the video while reading the transcript.

Hello and welcome today to today’s show Growth Without Risk. My name is Dr. Janice Hughes, and I’m really excited to bring to you today, what I consider some of the best sales techniques for a professional. And why do I say that? When I was a starting chiropractor, I was so focused on being professional and the communication that I thought was going to make me professional and what I realized I was having very little impact. So I’m really excited to bring to you today, Dr. Daniel Bai who is with Close for Chiros. So please stand, come on in, introduce yourself.

Hello everyone. Hello, Janice. It’s been a minute.

Yeah, that’s exactly welcome to COVID craziness.

Oh, thanks for having me on as usual, a huge shout out the ChiroSecure their my malpractice provider, and a, you guys are doing some great work these days where you appreciate it.

Yes, exactly. Exactly. So let’s just jump right in. Like, like I am interested in your perspective. I have my own ideas, but this is about you and the things that, you know, in the profession right now and how do we avoid talking and selling what we do without feeling sleazy?

Yeah. So, you know, we just had a live event this weekend in Chicago and, you know, I reflect on a lot of the perceptions that are out there, especially chiropractors regarding sales. And generally it’s a very negative connotation. So for example, if I had most of the chiropractors in the world, come to my house for a party, if I announced that this is my friend, doctor chiropractor, he’s a sales person, you know, no one was going to really like that too much. Um, and that’s because the perception of sales is antiquated. You know, it was the, I don’t know, I’m aging myself now right now, but y’all remember, uh, Cincinnati, uh, the WPR K in Cincinnati, you got par Lakewood with the plaid jacket, big fat tie. You know, bat sales makes a lot of press. It makes good TV and movies about the shyster who, you know, tricks a guy into buying a lemon.

When he knows it was bad and bad snake oil. And on top of that, the negative press, our industry has suffered about selling people, things that they think they don’t really need, want or desire that has no value. So that is the old antiquated view of sales. And that’s a problem because in reality, sales is none of those things. Uh, every major industry, uh, believes that that knows that sales is a thing that it’s a thing kind of like marketing is a thing or, or, you know, it is a thing or, you know, human resources is a thing. It’s just one of the elements of business that is required, you know?

Well, and don’t you think it’s such an incredibly important one because I’ll use the example that mentioned about, you know, PR or marketing. And so much of people’s budgets are put into that. And then I hate to say it, but you have these great, you know, profiles or promotions people come in. And then what, and if you are not really good and clear with presenting finances or what really helps you with that, now there’s a disconnect. So you’ll spend all this money to bring them in, and now you’re actually not even helping them. You know, I like to say selling equals serving them.

So good. Absolutely. So tell me,

Yeah. Tell me about, you know, because you work with thousands of doctors and we both know with COVID, there are some people thriving and there’s some people barely surviving. And talk to me a little bit about the trend in presenting finances, particularly so many people are realizing the craziness of insurance. Um, people’s co-pays anyway, why are we not, you know, just doing cash in many cases, but there’s a lot, a lot that people don’t understand. So share with everybody, some of the trends that you know are out there.

Oh, great question. Uh, I’ll tell you the biggest trend is that transparency is now the new currency, and that is so true, especially when it comes to finances. So generally the, the, uh, the emotion surrounding presenting finances to patients is, has been a negative one and probably is for a lot of the chiropractors that are listening to this right now. Oh, I’m about to present finances. Oh my God, this is really bad. How do I do this? I want to perturb them. I hope as what happens is, is that the doctor approaches the finances in a defensive almost kind of, I’m going to not really tell them what’s really going on type and in today’s marketplace, Janice, you know, by then anybody else people’s. Meters are very sensitive and they just kind of have the notion. They know, oh, the doctor is not really being forthcoming and honest with me about it.

So bottom line, and this will change your results immediately is the next time you deal with finances. I mean, we’re talking ultimate transparency, for example, Hey Janice, Hey, welcome to the office, blah, blah, blah. This is how the insurance works. This is exactly how much the care is going to cost. I got a couple of options, which one works best for you. Direct, simple, concise. And that’s it. And I’m telling you when we teach this the docs literally overnight, even though I didn’t listen to anything beforehand, this helps because people just feel like, oh, straight shooter. All right. Yeah. I don’t like it that much. I mean, it’s more than I wanted to spend your day. I guess that’s what I got to do. Okay. Let’s go game over. Yeah,

Absolutely. I know my own experience w multiple years ago, it really transformed when I began to give people that choice. So that suddenly I love that you’re describing that, you know, transparency is the new currency. Like I think that needs to be the tagline everywhere. You know, we’ll use that as the tagline for today’s show. And I just think that transparency allows you to be authentic. And I know that one of the challenges and you brought this up so well, that it’s a lot about what’s in our mind, how we think about money or selling. And I can’t tell you how many chiropractors now push the sales to somebody else on their team. And it’s because they don’t want to do it. And then they wonder why, again, there’s, there’s the lack of transparency so that I really think that’s a major challenge out.

That’s huge. And Janice, the excuses I get about that, oh, I’m too busy. I, I mean, it’s, I mean, you know, one of the things that we have to do is once we say transparency is the new currency, we gotta be transparent, honest with ourselves. You know, if we know that we’re not skilled at something, we can’t make excuses on why we’re continually be unskilled. So many chiropractors in our industry right now are so unskilled in the art, science and philosophy of sales. And on top of that, they’re denying its even existence because they don’t want to be accountable for the fact that they do not know how to do that thing. And that really irks me. And that really upsets me because that literally is one of the fundamental common denominators on why our profession is stuck, where it is today. We gotta be honest, Hey, I’m not good at selling stuff. I’m not good at having, having conversations with people about finances. Maybe I should learn how to go do that. Oh, what a concept? They learn it. And automatically Jen, and I know, you know, this, you see it in your career. How many times people with the snap of a finger go from zero to hero because they’re transparent with themselves. And it’s just my mom needs, you know,

But you know, still the challenge out there, don’t you think that a lot of people then say, well, you know, they’re over promising or how are they going from zero to hero? You know, how did they double or triple, you know? And I used to get that all the time, kind of in the coaching world, in the profession, you know, I would say to people like, you can literally double on a dime. Oh no, no, you can’t do that. Well, like you said, the authenticity, the transparency allows you to do that. And I think it’s also the leader, like the stepping into the leadership, you don’t have to sit and go through every detail of the finances, but if you don’t set it up and if you don’t set your team up for success, how’s your team going to sell this

Totally. As opposed to winging it with every new patient that comes in, which is unfortunately as the norm, as you probably already know.

Yeah. And, and what are you seeing? Like, uh, again, whether we like it or not, this COVID post COVID world, and I don’t know that we’re into full recovery yet, but you know, a lot of things are better, but how has that even impacted this, this piece around the communication?

Another world-class question, because this is what’s on mind. And we were just talking about this off camera about how we need to innovate, right? How we got to stay on top of what’s already happening, not be a follower, but be a leader. And the fact that you’re talking about the coast post COVID era, which we’re not even in right now is, is a beautiful question. And this is my prediction. This is my humble opinion about where we are. The marketplace is sensitive. I don’t think I have to convince anyone of that fact. The marketplace is not only sensitive to the social stuff. They’re very much equally sensitive to the commercial stuff. Them as consumers, they are so sensitive to making sure that their dollar goes as far as it can and that their dollar represents the highest value possible. Which means that if you don’t know what you’re doing and presenting what you do as viable and unique to your patients, guess what they’re not going to buy.

Which means that more and more doctors are going to see more and more new patients and less and less of them are going to be saying yes, if you don’t know what you’re doing, the marketplace is so sensitive. They’re so sophisticated. They may not know what’s in a MRR and a vaccine or who, which side of the political party is saying what, but they do know one thing. They know whether or not they truly want to buy something and whether or not it’s worth their time, energy, and money. They know that more than anything, they are wonderful consumers. They’re so smart emotionally. And so they’re not going to deal with any BS. That’s the post COVID market, in my opinion.

Yeah. And it’s interesting. I, I do some just, you know, sort of helping mentoring, guiding a lot of chiropractors, particularly in some of the women’s groups. And last week I was looking at someone stats who has put so much emphasis on what we talked about at the very beginning, the marketing side of it. Um, and they literally are seeing 78 new patients on average a month, but their numbers have been in a constant decline. And what I mean by that, for everyone listening is like, they are getting people engaged in care. They have all these people coming in because of the special, because of what’s being offered out there, but they are so not able to be transparent or to have themselves, you know, be allowed to sell the uniqueness, to share the uniqueness of what they do. You know? So it’s interesting because that really also tells me when you look at the number of new clients that are coming into some clinics right now and in this kind of post pandemic. And I keep saying posts because I’d love to be out of it. But a lot of people are realizing even with the craziness of media, they’re realizing that it’s about their health and wellbeing. So more people are coming. They want what we have, but tell me your perspective. Like, I don’t think that they’re rejecting chiropractic when they don’t follow the care plan or the recommendations, what are they actually projecting dental?

Oh, another fantastic question. Yeah, you’re right. They’re not, they’re not objecting the thing with it. They’re, they’re not objecting to the, what they’re actually objecting to the who, because the that’s actually representative of the product and service has a huge plays, a huge factor. They’re also saying no to this thing. They’re saying no to something subconscious. That’s telling them, you know, I’m not really sure. And as consumers Jenice, I mean, I think you understand, like, haven’t you been presented with a purchasing a thing, whether whatever it is, and then you don’t really buy it, but then you come home. You’re like, ah, you know, you can’t really verbalize it, but you know, it’s not something you really want right now, but you can’t eloquently express why you said no to it. I’ll tell you what you’re saying no to you. They’re saying they’re the people and yourselves are saying no to the fact that it’s actually not truly something that I want.

I thought I wanted it, but I really don’t want it. Let me give you an example. And this is so critical, is that in a day one? So when a person first comes into the office, classically in bad sales, we’re designed to plant the seeds for them. Okay. Water, it force it to grow. Let’s say we want our patients to do a care plan of like, you know, let’s say a month or two, like that’s our agenda. So in the day one, we consistently lead them to make those decisions. Right. And in the court of law, when you lead a witness, what is that? It’s an objection, your honor, it’s not allowed, but we somehow do it to our patients every day. So in a day one, the way we teach it is this is even the tonality of speeches. Monotonic it’s matter of fact, it is unbiased because if you can keep it that way, your patients come to the realizations on their own to, to the yes. As opposed to the doctor’s consistently manipulating the patients to say yes. So if you’re consistently manipulating your patients, say yes, and eventually they do say, yes, they go home and think about it. They say, no. Why? Because subconsciously somebody told them to say yes, which was not authentically. They really wanted to say, I hope that made sense. But ultimately fundamentally, that is what they’re saying no to.

Yeah. And it’s like, you know, and I, and I know there’s amazing schools of thoughts, but you know, like with the NLP, um, have the, you know, be doing the head shake, um, you know, plant those seeds, show them, you know, the, the, the plan that you want them to take. You know, and, and we’re not saying that like, we ourselves, haven’t been part of that. Like, how did you get into this? Like, why did you get into this? Like, I know why I want people to learn. This is because I made all those mistakes.

Yes. Well, same here, Janice. I made mistakes. I so many mistakes early in my career. And it’s a blessing that I made those mistakes. So early in my career, those mistakes were so profound and it, it, it cuts so deep. I almost got out of the profession. Okay. Yeah. I remember it was the year, 2003 and Emma was a February and I, and I remember going online, I’m thinking, okay, what else can I do? Because the rejection was overwhelming. And I didn’t know, I didn’t know how to sell something. Right. I just knew it’s something, what didn’t feel right. It was achy feeling because I was being taught to sell the old antiquated, sleazy way. Cause I’ve done. That didn’t feel right. Because there was a, there was a problem with it ethically. And I plus I couldn’t pay my bills that didn’t help. And so I needed to get out. So that, and then, so that started the, uh, the, I guess the, the, the train on. Okay. So I have 120 new patients that I saw in the past two and a half months. 90 of them said, yes. Okay. That’s a sales problem. And once I admitted that game over then I had to look and unfortunately sales training was not available in chiropractic at the time. Um, so I had to find it from other industries.

Yeah. And, and that’s the thing, like you’re a student of taking a look at like what’s right in front of me. And I think that if I’d love people to take away from this, like just that realization, that example I gave that, you know, all these new clients and yet you’re spending all this time and all this energy processing, and that’s not translating into care. It’s not translating into people choosing this thing called chiropractic, or some of you listening already have really great success because you are getting them really excited to get started with that care and sign up. And then I call it the drop visit analysis. Like where are you losing them? Because you’re losing them. You’re losing them really, really quickly. You know? And, and so I think it is really embracing like why and how to learn this. And so share with the listeners. I, I think lots already know you are. I think it’s crazy that they don’t, but tell them a little bit about why you and your team created clothes for Cairo and what you work on. And I’m excited that you just had a physical event again, because I think some of it, the power of doing this in person, so share with everybody, just a couple of the gems of what you do and why you do it.

Sure. Well, there’s two part question, like why we do this? Well, fundamentally we believe that this is, this is the most important, if not one of the most important, fundamental reasons why our profession is stuck because we have left this portion of our businesses out because of the antiquated notion of it. Number one, um, number two, uh, what we work on. Well, we could say what we have seen is that there’s many people out there who cover everything and that’s, that’s fine. We love that. Right. Uh, and th the decision came like, what do we want to help docs? And what did we work on? Well, obviously sales is our passion. So that’s all we do. So we’re not going to talk about marketing still required, but that’s not something we teach. We do it even as our own practitioners, we don’t teach it. We don’t talk about procedures or human resources or technique, or the clinical and science behind everything else is critically important.

We don’t cover that. All we do is walk a doctor through what to do and what to say when a first, a patient first walks into your practice until the point where they’re saying, yes, I want you as the solution to my very deep want, need or desire. And I’m willing to pay what you ask me to pay. And I’m willing to comply with what you want me to comply without twisting their arm without manipulating them without, you know, beating them over the head with your agenda, all about being their agenda. And you just meant, you mentioned the drop visit analysis. It’s Janice. I got to tell you people quit when they say I’m simply because they don’t see any value in them. Continuing. I know it’s very obvious, but what’s the value. It has to be very selfish. It has to be for the PR firm on the part of the patient that they are selfishly benefiting from being with you, right. Visit after visit. And that’s all we teach. Uh, and it’s very deep, a ton of depth into what goes into a first visit. What goes into giving recommendations, how to handle the finances, dealing with objections and all those things. I mean, like any great topic, it’s easy to kind of learn, but it’s very difficult if not impossible to master,

Right. And, you know, I guess to everyone listening, what I want you to really stop and think about is when is the last time you studied this? You know, I think we spend so much time on our technique. We spend so much time on the marketing money, time and energy. We put a lot into what we do and the clinics, the practices we have. When have you ever put time and attention to this? And when you do this, when you get clear on this, you then don’t have to walk in every day and keep trying to convince someone to continue care or sigh and shrug and go, oh gosh, I don’t even want to have to go in with so-and-so because I’m spending so much time in their, not on their care, but on convincing them to stay. So I think for everyone listening, like, like obviously Daniel, I could ask you a hundred more questions, you know, and, and I’d love to, in fact, I’ll, I’ll make sure that we get you back, like, like one of my, um, focuses here and thank you to ChiroSecure again, for always sponsoring and promoting the, you know, these, these, you know, things that are resources for you is my background as a coach or coming from what I, we always called those practice management days is that, you know, we’re here to help you.

We’re here to bring you these tools and awareness that then I just want you to realize like the depth of knowledge and resources that are available and, and check out some of, you know, Dr. Daniel’s, you know, profiles their Facebook, and we’ll make sure that we include all of that. You know? So I can’t thank you enough for coming on and letting me badger you with some questions, you know, but I like to be really transparent. I love that, that tagline for you, that, you know, everything that Daniel is talking about, we can not increase our impact without thriving practitioners. We can’t continue to change the health and wellbeing of people. So whether you like it or not, it’s important to have a look at the sales, the communication around that, you know, so that you can serve the population. So thank you again, Daniel, and next week, your host is, um, Michael Miscoe for the next show, um, Growth Without Risk. So thank you again to ChiroSecure and thank you everyone for listening. Have a wonderful day.

Empowering Women in Chiropractic – The Season of Long COVID – Part 2

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Hello everybody. Dr. Julie McLaughlin here from Vital Health Protocols. I am super excited to be here with you today. We are going to be talking about the season of long COVID and we know, um, has been a really long season, um, uh, longer for some of us than other of us. So, uh, I have some slides to share with you, so let’s get started. So, first of all, I would like to thank ChiroSecure. They are our sponsor, um, for our empowering women, Facebook live and they are the best malpractice carrier. I can say that because they’re my malpractice carrier. And, um, they sponsor so many of these educational programs that are super, super helpful in every different topics. So we want to do a thumbs up little hearts, everything for Chiros.

So like you said, we’re going to be talking about the season of a long COVID and I want to be really clear. We’re not talking about COVID we’re talking about long COVID and uh, I had a conversation yesterday with someone who thought that long COVID was contagious, like COVID and it is not. So just to be clear, it’s a long COVID we’re talking about today. So I did a talk on the same topic a couple of weeks ago. And so I’m just going to give you a little recap in case you missed it, and you can always go back and see, cause I did a lot of different things in that talk, but so with long COVID, it’s going to be, if you’ve had symptoms greater than 12 weeks in acute COVID, you’re going to have symptoms for the first two weeks and post acute COVID is up to 12 weeks. But once you get greater than 12 weeks is considered long COVID.

So with long COVID, it is a huge, huge, definitely syndrome that we’re looking at. And we’re going to get into it a little deeper, but I want you to know yesterday is not ours to recover, but tomorrow is ours to create healing because you feel like you got dumped out and you’re not able to build back up your immune system, your health, if you have long COVID. So we have to forget about what we had yesterday and start on healing today. So some of the other things that they call it as post acute COVID syndrome, and that’s the same thing as long COVID or long haulers, there’s a lot of different names for chronic COVID, but I can tell you this, there are more than 50 symptoms for people who have long COVID and the most common symptom of those 50 are that the symptoms always change.

So whatever symptom you have now, and maybe a month or two months, it will be gone, but you’ll have a new symptom and you don’t get to pick, you know, don’t I wish we would get to pick what symptom we got. So there’s so many symptoms. So you’re going to see this in your patients. The average long holler has at least 20 symptoms minimum. And I mean, that’s a lot of symptoms. When you think when patients come in and they got a lower back pain, they have one symptom, maybe they have two. Maybe they have sciatica 20 symptoms on average.

So when we think about this, how many people it impacts. So we have 39 million plus people that have been affected infected with SARS cov two and 30% of those people is estimated that have experienced long COVID or the post COVID syndrome. So in many, many people, including many doctors don’t know anything about this, which is really, really criminal because you think of how many people are truly affected. So one day you will tell your story on how you overcame the storm and it will be part of someone else’s survival guide. So I’m here to tell you the reason I’m talking about long COVID is I have long COVID. I actually am on oxygen. I’m not doing it right now since I’m talking to you and it makes a bunch of noise, but I got long COVID, um, last spring. And, um, I’ve been really fighting this ever since.

And I have, it feels like all 50 of the symptoms, not just 20. And I’ve been to every specialist there is, and I have researched this more than you can ever imagine. And one of my big questions is why, why did I get it? Why did other people in my family get it? And they were sick for two days and I got it for, you know, five, six months. So it’s a big question that everybody wants to know. And so I really been diving into the research. It, um, I have not been able to practice this whole time. I’ve been doing some telehealth, um, with some functional medicine patients, but I haven’t been able to adjust. So I have a wonderful associate that has been adjusting our patients, but it really does take over your life and your health. And you think that you’re not going to come back from this. So I want to try to help as many people as I can understand what long COVID is and what are some of the things that you can do to help your patients and help yourself if God forbid you have this.

So what I found out is it effects the sickest people and it affects the healthiest people. I, it makes no sense, but when we look at the studies and this study came out yesterday, right, and this is from the national Institute to, to health, it found that it’s an auto immune response with COVID. So we’ve been leaning this way. So we were saying long COVID is auto-immune like, but it’s really pointing that, that COVID is creating its own auto immunity. So the researchers are really trying understand it. Why some people get this huge response and why other people get nothing. So it has to do with the auto antibodies, right? And remember, those are the ACE two that we hear about the auto antibodies. They are the immune systems proteins, and they mistakenly target your body’s own tissues, right? And then that starts to attack and creates that cytokine storm.

So if you have low levels of these auto antibodies, these are people who have little to no symptoms, and they could have had a few of those little auto antibodies before they even got going with COVID. But the very sickest people who, the people who are dying, unfortunately, are on ventilators. They had a lot of auto antibodies, probably from another autoimmune disease prior to having COVID. So if they had these things, they already had so many and then COVID created more. That’s why their symptoms got so severe. Now, if you remember, last time I went through what mild, moderate, severe COVID is. Um, and then, you know, really, really severe COVID and I’m in the severe category, but I’ve fell into the healthiest of the categories here. I had no auto antibodies prior to developing COVID at all. And, uh, so what happened is that all of a sudden, because I had none of this, it created very high levels of the disease process. And then it started targeting the immune system, such as the cytokines, and then that normally helps with the immune response, but it dampened the immune response, so is able to go crazy. So when you think about this, because I tested myself on every autoimmune disease, there is because I thought, geez, I must have something that I didn’t know about. That’s why I got long COVID, but I’ve tested everything. And I didn’t, and I’ve tested this on some of my patients who have long COVID too. And it turns out that it’s really these auto antibodies.

So here’s another study where it talks about them. They’re the [inaudible] auto antibodies that are happening after the SARS COVID infection. Now let’s see where they target, what organs that they target. So they pretty much target every organ system in our body, except for our ears. I had every single organ system has receptors for these. So you can see if you have so many of these auto antibodies and they get into these receptors, you’re going to have symptoms. That’s why some COVID long COVID patients have, um, kidney problems where other people have lung problems where other people have liver problems. And it’s such a variety and you don’t see other diseases like this. You see a disease that has these characteristics. If you have these characteristics, you have this condition, but with long COVID, it varies person for person. And I have to say, I think that that’s, what’s created some of the skeptical illness in our society because not believing people who have COVID or long COVID because everybody’s different, but we have to know is how their body responded to those auto antibodies.

So one of the biggest problems with all of COVID is not so much the virus itself, but it’s the inflammatory or that cytokine storm, which occurs as a, is robust in a vigorous immune system. And then it’s going to react to the presence of that virus. So this is really where we’re having that problem is that auto antibody and how it’s triggering your immune system to basically attack itself. And while your immune system is attacking itself, COVID is attacking you. So when we look at this, like, why does this happen? So there’s a type one interferon response, and this is a study from this. And you can see in the top slide, it shows when you get an acute infection, you get a pro-inflammatory response, you get a, you know, acute viral state, you get an immune activation. And then, but when it is into a chronic one, you’re going to get post viral state and you’re going to get immune hyper-sensitive Tivity. And so you never get out of that cycle and you get stuck in these different phases of COVID.

Okay. And so here’s a question. Do auto antibodies produce during COVID lead to autoimmune diseases later in life? We don’t know the answer, but it’s a really good question. And they’re definitely doing studies on this and they need more studies to research on how these auto antibodies contribute to COVID and long COVID symptoms. But, you know, the thing is, is if it’s an autoimmune disease, it’s a new autoimmune disease, and we really don’t know how to react to it or how to treat it. But we want to know what the long-term effect, and it’s going to take us years to find that out. But so I want you to keep an eye on the research about those auto antibodies.

So in the impact of long COVID right, how is it packed our life activities? 78% have fatigue, and these were monitored on the fatigue, severity score testing, 63% at least have mild cognitive impairment on the neuro wool and 40% have a moderate to severe shortness of breath. Right? And that’s on the breathlessness scale. And 62% of patients have had no change or have had change in their employment status as a result of their symptoms. So many people are not able to go back to work and do what they were doing because of the symptoms of long COVID. And I am one of those examples.

So there’s a big question about the antibody testing. So I want to really show you an example of this. So whether you’ve had, COVID not had COVID or had the vaccine, this is what an antibody tests looks like. So if you have had COVID and you had your antibodies tested, you test the Nucleo capsule of the virus, right? The little round capsule that capsule has a spike protein on it. So if you had COVID, you’re going to have both the nuclear capsule and you’re going to have the spike antibody, and then they do a quantitative will. They’ll give you a number of what it is. And you can see on this one, that the number is really high. It’s greater than one on the nuclear capsid. And this patient’s at 18. And then when we look at the spike protein, of course, they had that too, because they had COVID now on a patient who only had the vaccine.

You will only see the spike protein antibody, because that’s what they give in the vaccine. So you will not see the Nucleo capsule. So you will be able to know, was this patient exposed to COVID? Was this patient just have the vaccine, but the problem is people are losing their immunity and you can see these numbers, these quantitative numbers drop over time. So if you tested somebody’s antibodies every month, or every three months, you can see these drop in. Some people drop their antibodies very quick, and they’re getting repeated cases of COVID or COVID post vaccine. And some people hold the antibodies for a really, really long time. And that is a question of why, why some people hold on to it. And some people don’t, but if you did have COVID and you have both the caps, nuclear capsid antibodies, and the spike protein, you’re going to have a broader based immunity than someone who’s just had the vaccine. So that’s, we’re seeing a lot of post vaccine COVID cases.

So these are the phases of COVID prevention. Ideally, we want to prevent it. I want no one anybody to get COVID. Then we get in the infection stage inflammation, stage and recovery stage. And unfortunately long COVID you get in one of these phases, the people who have the fatalities and are really suffering, get stuck in that infection stage, where those interferons are still continuing to cycle. If you get stuck in the inflammatory phase, that’s when your symptoms are going to be severe, but they’re going to change all the time. And then in the recovery phase, that’s when you have to repair the mitochondria and rebuild your system. And one of the things that I learned, and I want you to know this with your patients and help make sure that they know this is that you can’t compare a well, I want to be better back to where I was before. COVID you have to be better than you were yesterday. You have to be better than you were last month because the progression of improvement is as low as 5% a month of improvement on this long COVID.

So there’s seven likely main issues with COVID. And I’m just going to talk about what they are because each one of them is a whole nother conversation, and we don’t have time for that, but it central nervous system, dysregulation people get brain fog and pots and stress, anxiety, PTSD, depression, and neural inflammation. And we know if it’s affecting our central nervous system, it affects everything in your body. We know if X auto immunity, it either flares, an old one that you may have had, or creates a whole new one, the Mike Rowe, vascular damage or hypoxia. Right. And you can have hypoxia in any of your organs, not just in your lungs, expansion of the viral burden. Maybe you had other viruses like Epstein-Barr or chronic fatigue or, or, um, you know, herpes virus, any of those viruses, when you get more viral, uh, burden, it’s harder for your immune system to fight.

It causes fibrosis. Um, I know I have some infiltrates in some ground glass in my lungs that I’m working like crazy, not to cause them to become fibrosis, but they’ve been there for many months and we can get fibrosis in our kidneys, our heart, our liver, as well as our lungs. It causes barrier damage. So there’s gut involvement and we all know the brain gut connection. And then there’s neurogenic inflammation. And this is where they get mass cell activation or high histamine levels. So this links and causes a lot of dysautonomia in the patients where they lay down and then they sit up and as soon as they sit up their heart rate spikes, and if you walk, forget it, your heart rate spikes.

So when you’re assessing the patients with long COVID and my last talk, I told you about some questionnaires you could use, but here are some tests that you can do that are lab tests. I’m not going to read them all off for you, but I want you to pause the video if you want to write them down. But these are some of the tests that some cytokine markers, there’s some inflammatory markers in here where we’re really looking at how the disease is progressing. You can look at things like plasma, histamine, where you’re seeing where those levels are. I’m taking tons of supplements and we that’s a whole nother conversation, um, to try to lower that plasma histamine. And it’s a huge, huge struggle. Um, you want to look at the antibodies as well to see if that patient is vulnerable to getting reinfected again. Um, D dimer is going to help us to know with blood clotting cause that’s a huge risk. And then we want to watch this throughout the progression of the disease and compare the before and afters on these patients, especially like I’m a CBC look at the lymphocytes and the neutrophils. They don’t act like any other disease. They’re the opposite, same thing with the monocytes and the white blood cells.

So when we talk about lifestyle management with COVID, I’m going to give you some things that you can do at home if you or your patients are suffering from this. So when we talk about this, we kind of put it in categories, depending on when your symptoms. So if you’re getting a lot of shortness of breath and breathing symptoms, you want to sing, right? You don’t have to sing in front of anybody, but you want to sing to try to get your lungs exercises. And then you want to work on breathing exercises. There’s a great website. It’s called stasis. Um, they are part of the Mount Sinai program and they have great breathing exercises that are on there for specifically for post K COVID patients. Um, you want to wear compression, either socks or even, uh, leggings, because you want 20 to 30 pounds of pressure to help keep that blood pressure up and to help keep your circulation going to help your heart rate, stay down.

If you’re going to be able to do exercises, they should only be recumbent exercises. Um, swimming is probably one of the best places to do it because you have 90 pounds of pressure from the pool, from the water. So that’s a great place, but you never want to exercise starting too early when you’re having COVID. It might not even be good to start it until you’re one to four months or three to four months in because your symptoms will be too acute. Prior to that, you want to have a pulse oximeter. If you drop below 90 on that pulse socks, you need to go to the emergency room.

So you want to monitor your heart rate. You want to monitor it during your cardio exercise, but you also want to monitor it. If you’re getting dysautonomia where I know my heart rate is, is maxing out anywhere from two to four hours a day. And as I’m doing maybe 2000 steps in a day, so your heart rate can really go crazy. Um, you want to have progress. So writing down your symptoms, um, and every day they might not change, but look back at it every month because you need to see progress that you’re improving. And that’s the same thing with the blood tests. Look for those little wins, because they’re not going to be huge and apparent like when you get the flu, you’re sick for a week and then you’re like, oh yeah, I’m getting better. It’s not that way with COVID meditation. And hypnosis helps for some of the brain fog, as well as memory training. These are a couple apps, reverie and luminosity are great for that olfactory training. A lot of people lose their sense of smell and taste, or you can have a really wonderful symptom that I had is that you smell cigarette smoke all the time, or you smell something really foul, smell all the time. And so there’s some essential oil retraining that you can do with your old factories by smelling a bunch of different essential oils every day, few times a day. And I have to tell you, it really does work.

So how about sleeping? You want to sleep prone. And as chiropractors, we don’t have our patients sleeping prone. We have them sleeping on their back or their side, but this helps change the position of the lungs, um, to get you more oxygenation exchange through your lungs, you want to have no alcohol. You want to eat a low histamine diet. Alcohol is high in histamines, um, and we don’t need our bodies to be fighting any, any more of that. Um, you want to make sure you get as much rest as you can. COVID causes insomnia, but then it also causes extreme fatigue. So arrest whenever you can. Um, that was really hard for me, cause I’m not a big person to be resting all the time. And, uh, I had to force myself to let the body heal. You want to increase your salt? I know this is crazy.

Even the cardiologist said to me, can you believe I’m telling you to increase your salt? I let him, like I know up to 10 grams a day and that’s to help control the blood pressure and the heart rate and increased fluids for the same reason you want to avoid caffeine. So caffeine is going to increase your heart rate and cause anxiety. You want to eat small frequent meals. When you eat large meals, it will trigger the pot. You will definitely start to feel worse. You could sweat all over, um, the, the larger meals. It takes all your energy to digest that food. So small meals, and you want to also watch your temperature. So heat is a huge vasodilator and it triggers a lot of the symptoms to come on, like taking a shower. When you have long COVID is torture the heat in that you have to take a cool shower. Um, if you’re even going to be able to withstand staying in the shower, one of the things that you can do is try to cool the palms of your hands in the bottom of your feet. Um, with some ice packs that really helps minimize that trigger. At four months, you can begin to exercise upright, like maybe on a bike, but maybe you start at five minutes a day and then work up from there. Um, at month five is when you can do more training, maybe on elliptical or a treadmill.

So in supplements, that’s a whole nother conversation for another time. Um, but there’s lots of supplements that we can do where I didn’t talk about medications because I don’t prescribe medications, but there are a lot of medications that can be helpful or some that aren’t so helpful for a long COVID. Um, but I want you to take these in and use these things to help your patients help yourselves, help your family members. Because those little things I wish I knew about them from the beginning, because they really, really make a difference. So I have to tell you, I’m still dancing. The storm has definitely changed direction. I I’m starting to improve and you just have to look forward and you can’t compare to where you were before the disease to where you are now, because you get very, very disappointed. You have to just compare week by week, month by month, what’s changing and improving because it’s a journey, not a destination, just like every disease that we have. We want to go through that journey and come out healthier on the other end. So I would like to thank ChiroSecure again. They are awesome. And, uh, for sponsoring our empowering women. And then I want you to be sure to join in two weeks for our next empowering women show again. So have a great day and I’ll talk to you guys soon.

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Empowering Women in Chiropractic – Cultural Competence 101 for the Chiropractor Part 4

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Can you hear me?

Yes, sir. I can real live.

Go for it.

Hello. Welcome to cultural competence. One a one-on-one for the chiropractor. I’m Dr. Charmaine Herman. And this is our part four of this set of episodes that we’ve been doing here so far through ChiroSecure. So let’s go ahead and get started. It’s your Life university because of chiropractic as well as in private practice in Alpharetta, Georgia, I’ve been doing cultural competence for about 15, 20 years now, a lot longer, um, having been a trainer in cultural competence when I worked for the South Carolina department of health and environmental control. So our goals for today are first to figure out how to become culturally competent. And secondly, the understand conscious and unconscious bias. All of these are part of becoming cultural competent, so how to become culturally competent. That’s something to consider in our world that is diverse and ever-changing. So we want to talk about how we, as doctors of chiropractic can be culturally competent as a review, we talked about culture and that culture is actually the whole person.

Every individual is made up of their own culture. The culture includes the food. They eat the holidays, they celebrate the clothes that they wear, the things that they believe in their idea of modesty, their social, economic status. All of that is part of a person’s culture and everyone has their entire separate culture. So how does one become culturally competent? Well as a doctor of chiropractic, the definition for cultural competence in health care is someone that understands the importance of both social and cultural influence on our patients. How would they think believe how they’ve been raised in their experiences affect their understanding as well as their commitment to being under chiropractic care.

So becoming cultural competent is not learning all the cultures of the world. I had someone telling me that one time, who has all the time to learn all the cultures of the world, but that’s not what cultural competence is about. Becoming cultural confidence is first actually thinking about evaluating yourself. So evaluation is a big part of cultural competence. You have to evaluate yourself and determine who you are in order to become culturally competent onto the next slide. So again, being culturally competent is again, understanding firstly, this is a learned behavior. You’re not born culturally competent. That’s something you also have to teach yourself and learn through your own experiences. But again, first understanding your own culture, who you are. And then also honestly, and, um, deep determined to understand your biases, both conscious and unconscious biases, because we all have them as well.

So for example, if I look at myself, I know that I am like everyone else is a multiplicity of culture and experience. I’m a black female. I, um, I’m an, my family were immigrants. Uh, I currently teach at life university. I’m a born again, Christian. Um, I call myself an American because of my Caribbean background, as well as growing up in the United States. Um, I’m a chiropractor. My experiences have been things such as I’ve experienced racism. I was very sexism. Um, I lived through nine 11. I lived through seeing the Rodney king, um, uh, the Rodney king beatings and even the OJ Simpson trial things that have been part of my experiences that make me who I am that make up the multiplicity of my culture. So in order to become culturally competent, you have to first think about who you are, just what, who, who are you and what were your experiences that have actually shaped you?

Things that you’ve experienced over your many years as a person on this earth? So that’s one part of being culturally competent. So once I know who I am, then I can want to the next indication for cultural competence. So let’s first talk about bias because I have to understand both conscious and unconscious bias. Now bias is an inclination or prejudice for or against one person or group, especially in a way that is considered to be very much unfair. So we talk about being biased biases that we’ve developed over time. They can be divided into two types, both conscious and unconscious bias. Now conscious bias and things that you’re conscious about, right. Biases comes from various things, such as what we’ve experienced as we’ve grown up as children. Um, things that have happened to us in our lifetime of beliefs, from our families, our religious beliefs, um, things that we see on social media, things that we read in the newspaper or watch on TV.

These things actually shape our biases because again, children are not born biased. Children are born just to, as a clear slate. And as we grow older and we have these experiences on lives and come in contact with all this other type of media and influences, that’s what shapes our biases. So that’s where bias has actually come from now, unconscious bias and things we don’t really think about. It’s the way about our brain kind of organizes things. We’ll get more into that we can have. What’s called an affinity bias where we feel connected to people that are similar to us. So we have specific connections to them. So I’m a Jamaican. So I may have affinity bias for other Jamaicans, um, there’s perception, bias, stereotypes, and assumptions that we make about different groups, things that we’ve, we believe about different glues, oops, we call that perception bias.

Then there’s also the halo effect where we actually project positive, um, characteristics on people that without even knowing them, because they look a certain way or they come from a certain place that we kind of project these positive types of attributes on them that may not actually be for that individual. And then there’s confirmation bias. The bias that comes about by wanting to confirm things that I already believe. So I only enter conversations or talk to people that confirm the things that I believe I don’t go outside of what I believe, because I just want things to confirm my beliefs cause my, all my beliefs are correct and they’re right. So the different types of biases, and these are what we call unconscious biases, conscious biases are things like I like, um, um, chocolate ice cream over vanilla ice cream. I’m consciously making that choice, but unconscious bias biases all a little bit different than more ingrained.

The fact is biases can also form because of stereotypes and stereotypes or biases that are often begin, but how biases actually begin. So are stereotypes about a person or a thing or a belief about an individual, even if it’s not, or members of a particular group, even if it’s not accurate based upon our experiences or what other people have told us, we formed these types of stereotypes that can influence bias. For example, um, when we form stereotypes, we actually become very, um, over gender generalization, we put our, our stereotypes on everyone in a particular group or a particular country. We put the same stereotypes and attribute them to everyone that fall under that particular headache. For example, if I believe that people of advanced age, um, were very slow and unskilled and couldn’t do things like learn how to use a computer. And I make that general statement, um, maybe I met one person or one, um, old elder person who could not do that.

But that knowing that one person I over-generalize and say, all people of advanced age are unable to, um, quickly think or to adapt to technology or they’re slow thinkers or things that does that. So I’ve made one stereotype, maybe from one person that I have known that had that characteristics, but I’ve over generalized it and attach it to everyone that looks similar or everyone who was at advanced age. I say, they’re all unable to think quickly and adapt to new technology things such as that, which is definitely wrong because there’s no way that I can know every person of advanced age in this world. So I over-generalize that characteristic or that becomes a stereotype on the, upon those people. So in other words, if we’re not sure how we feel about people and how we think, um, I mean, I love to talk about this because people say, well, I’m not, I’m not biased. I don’t have those issues. Um, I like everybody. I love everybody. And that sounds great, but I’m going to do a quick exercise. I want to ask everyone to go with your gut feeling on the next five images that are about to be shown and think it fits. All right. So again, just go with me on this. All right. Image number one, is this person honest, lazy, hardworking, or manipulative?

They mentioned. Number two, is this person honest, lazy, hardworking, or manipulative? Choose one image. Number three, is this person honest, lazy, hardworking, or manipulative image? Number four, is this person honest, lazy, hardworking, or manipulative Image? Number five, is this person honest, lazy, hardworking, or manipulative?

Now that’s just a quick evaluation exercise. A self-evaluation actually. But when you honestly think about it, I’m looking at these five slides. You quickly can make judgements and answer those questions with your gut before you actually know these people. And it’s easy to do that. And I always get scary how easily it is to come to conclusions about people just based upon what they look like, or how they dress, or I see them. It’s amazing how our brain automatically draws specific conclusions. And those are part of our unconscious biases. Cause our brains use that to categorize all the information that we get in and get in this world as we just live in this world. So again, I would like to reflect on that and it always surprises me how easy it is to draw conclusions and make assumptions of people just by looking at them and having no other information about them.

Again, this is a phenomenon of our brain, our brain unconsciously, um, um, co categorizes inflammation. When you think about living in this world, the human brain has to actually deal with 11 million pieces of information every second, that’s a lot. And that’s all just from our senses eyes, nose, what we hear, what we see, what we smell and out of all of that information that comes to our brain to have to categorize and organize only 40 pieces actually are what the brain actually takes in per second. So 11 million things coming towards your set, coming from your senses towards your senses and only 40 with your brain actually has time to categorize and organize. So not a matter how well-meaning we are and saying, well, I’m not a biased person. I don’t, I don’t bias my bias against certain races or genders or height. So wait. So things like that, our brain uses that to organize how we relate to the world. It categorizes things and biases, unconscious biases are part of that catalog categorization process.

So when we think about becoming culturally competent, one thing in order to become cultural competence, you have the first is understand that the origins of where our biases actually come from our experiences, the things we’ve seen in our lives, and these we’ve been exposed to in our lives. We also have to choose to set our biases aside, especially when it’s important to be fair and impartial. And when we’re working with our patients, we’re making decisions and choices. We want to be fair and impartial. We have to actually consciously set our biases aside. Once you realize that we do have them, and then we have to utilize, um, so many different things, such as trainings and making opportunities to meet people and find out different things about different cultures, actually put ourselves in a position where we can actually interact with people from different cultures. So we can understand that these biases aren’t true, that these biases are things that came from what my mother said or what my father said or experience I had with one person in this, um, in this group years ago when I was a child. So you have to definitely utilize opportunities for training and education to retrain your unconscious biases, retrain your brain, to see things differently.

So for example, when it comes to biases and comes to culture, never assume for one thing that people who look alike are share, or have the exact same culture. I have a lot of friends who are Asian and they’re all very, very different. So I never make the assumption that this person from Singapore is the same as this person from Taiwan. I have to definitely never make those assumptions. So when it comes to culture and being culturally competent, never assume it’s better to just respectfully ask people love when you ask them about their cultures and want to tell you more about who they are and the things that they’ve experienced that sets up relationships and allows us to become a bigger part, this entire diverse world that we live in. So again, when it comes down to culture, never assume that again, people that look the same have the same culture, it’s better just to respectfully ask when it comes to being culturally competent, it means understanding that one size does not fit all. So again, not making assumptions that people that look the same are the same patients that come from the same communities may have very different values. Patients that come that have the same racial group may have definitely different experiences. So never make those assumptions. One size does not fit all when it comes down to our patients and becoming cultural competent, culturally competent chiropractors.

So cultural competence is actually a continuum. You actually start and continue to grow. You start from a place. And again, hopefully no one has started from a place of cultural destructiveness where you believe in things like forced assimilation, like what happened to the native Americans back in the 18 hundreds in our country’s history, when they were forced to assimilate the mainstream society’s culture, and you go from cultural, um, click, you go from cultural destructiveness to cultural incapacity, where racism is maintained by and by the dominant culture. So stereotypes are believed to be true and racism continues to be maintained by the dominant culture, similar to things such as the Jim Crow laws or the, um, um, slave laws and slave codes back again in the 18 hundreds, early 19 hundreds.

And you get to a place also what we call cultural blindness, where, you know, I don’t see differences. Everyone is the same. I don’t see anyone as different. I treat everybody the same. Most people say this, but because biases are unconscious, we really don’t. We need to understand that that is not true. We can’t just say we treat everyone the same. It sounds great, but it’s not true for the majority of individuals. We can get to a place of being pre a cultural pre competence, where we actually explore the issues and start to think about how culture and culture culture relates to our practices are our lives, our life, our communities, things of just like what we call pre competence. And we get to cultural competence. We’re actually looking at that information differently. We’re actually seeing and trying to draw information from people of all the cultures.

So we can ourselves, um, get destroyed some of our biases and stereotypes, and actually work together in a larger community. Um, being culturally competent that we try to actually employ people that are unbiased. And we start looking for more and more people who are more rounded as far as how their view of society actually is. And then there is what we call cultural proficiency, and that’s a long way away. In most cases, I’m still striving toward cultural proficiency or I’m actually doing research and bringing on more viewpoints, understanding how to use that, to shape how I work in my practice, how I teach my classes, things such as that that’s cultural proficiency. And again, that’s a work in progress. So cultural competence, we don’t start off with just get there overnight. We have to determine where we are on the continuum and work towards cultural competence. And hopefully I’ll have to cultural proficiency as well as we grow as human beings.

So being the cultural competent chiropractor for me to say, I’m a cultural competent chiropractor that I’m someone that will first acknowledge my own culture. I’m also going to acknowledge, um, that I have biases that are both conscious and unconscious and recognize those biases. I’m going to strive to respect other cultures. And I’m also going to educate myself about the culture of the communities that I serve since things such as health disparities in my community. How can I reach my socially, um, socioeconomic communities that are more impoverished than my community. I’m going to research and find out more about that as a, as a cultural competent chiropractor, I’m going to refuse to stereotype or profile individuals before I actually get to know them. I’m not going to wait for get my assumptions or my conscious biases, um, affect the way I treat people. And I’m going to try to be fair when I have to be in all cases impartial.

When I meet people for the first time before I start making assumptions based upon stereotypes, I’m also going to be making a concerted effort to serve outside of my community, not just in my neighborhood and the community where my practice is, but what about these other communities? How can I reach those other communities and tell them what chiropractic is and how can I help those in those areas, become people who car become better, healthier people because of chiropractic. And also if I’m a culturally competent chiropractor, I’m not going to be afraid to ask questions. When I meet people from other cultures, I’m going to respectfully ask so I can understand, and definitely not, not use unconscious biases to, um, judge these individuals, but definitely ask questions to find out more about them. And then if I want to be culturally competent, I’m going to continue to self assess myself. Am I getting there? What am I, what are the differences between now compared to where I was before I’m going to take self-assessments and just judge myself so I can see how I’m learning to be culturally competent with my community and the other communities that surround me as a chiropractor.

So that’s all for now, as far as becoming culturally competent as a doctor of chiropractic. And on next episode, we’re going to talk about how to apply cultural competence to our practice, and then what’s next after that. So I have some more information to share with you as always. It’s a pleasure to talk to you. I hope you think some sincerely about this topic. I want to thank you for all of your time, and I’m definitely want to thank ChiroSecure for allowing the segment have a great day.

Empowering Women in Chiropractic – Results Matter: Winning in the Media 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.  We suggest you watch the video while reading the transcript.

Welcome to another ChiroSecure Facebook live so grateful that you’re here to join me today to go over a really important topic. Listen, I don’t want to waste your time and I certainly don’t want to waste mine. That’s why we picked this topic today. The topic results matter, and we’re heading to the end of the year, and this is where we really do want to see what are the results that we’re achieving. Are we winning? And are you with me on this fabulous journey across the nation, heading into a number of different state association conventions. And it’s actually really nice to hug colleagues again. I know some of you are still in, in the, um, virtual world only, but that’s okay. You’re with me today. And I want to take you through a lot of some of incredibly important information, but as always, we cannot do these fantastic things without our corporate sponsors.

ChiroSecure is obviously one of them that we absolutely appreciate. Now, next, we have some incredibly important news to talk to you about, and there’s a famous saying by Socrates focus all your time, not on fighting the old, but on building the new. And that’s exactly what the foundation is doing. And as we go to this next slide, you’re going to see what actually is happening on the building of the new. You’re going to say to yourself, Sherry, why’s the self-insured up. Now, I’m going to share with you something really important when we’re talking about winning, getting results. We want to be able to get a results across the board in as many variations on the theme as possible. This was just our article was just accepted into the self-insured for October. Why do you care? The self-insure is the world’s leading alternative risk transfer journal.

This article is talking about chiropractic is a primary care physician in the neuromusculoskeletal space that really does have a return on investment. It means that not only are we safe, we’re extraordinarily effective and most important. Our patient satisfaction rates are through the roof. So getting into this self-insured where we’re able to reach those top level executives from all aspects of alternate alternative risk financing. Marketplace is amazing. Want to give out, shout out to Alexis Legos who just joined us today. It’s always nice to have so many wonderful faces come to our Facebook live. And as you know, how do we get the results that we want? We’ve got to be able to look at the media coverage that we’re putting out this since the last time you and I met is where we’ve been new year’s news, your way, baby boomers. We have a lot of baby boomers.

So being in that space is awesome. Authority magazine talking about where what and how healthcare is changing thrive. Global. This is really mediating the workplace and the challenges and changes that have come up. Spine universe, practical pain management. And obviously we want to be in the radio, lots of new and exciting next steps. Now, when you look at resources and how to best utilize them, so you can get the results that you want in your practice, then you need to be consistent with your outreach. So let’s look at this one slide right here, way over on the left-hand side is the patient resource. And that is nutritional supplements to promote sleep and stress relief. Now who isn’t stressed, who isn’t losing sleep, what a fabulous way to help your patients see alternatives. Yes, there’s ambient. We do not want our patients starting to take, um, medications that may actually lead to further addiction or mess up their circadian rhythms.

So that’s a resource. You can give it now community resource. That’s the one in the middle chiropractic as safe and effective approach to health that my friends is a wonderful resource to share with network physicians in your neighborhood. Go ahead, grab them from coffee. It’s a brand new. We call it the definitive chiropractic resource manual 2.0 wonderful. To have conversations over coffee or breakfast with someone in your neighborhood, reaching out is going to help you garner greater trust in your community last but not least is a resource just for you. It’s called guiding the patients journey. Why do you want to guide the patient’s journey? Listen, this is an important aspect to why the patient is coming to you. And sometimes we actually forget why they’re coming to us and just having that refresher mode, especially with social media, being one of our primary opportunities to connect this resource fabulous for your CAS or your associates in your office.

If you have them to come together and really look at what are the barriers to get into your office, are you breaking down those barriers? Are you making it easier or harder to make an appointment with you? Be very honest with yourself because the more you find when you go through the guiding the patient’s journey to your office, the faster and the better the flow to your community. So keep that one in mind. As we start to move across the nation, we’ve got billboards and we have so many fantastic opportunities to send those patients to your office. Listen to this one that just came up might be in Michigan, but trust me as you see the next one come up, it’ll be an Illinois. And so why do you think or care? You know, that’s a billboard. That’s not even close to me. No worries that yes, to chiropractic.org is actually a national directory.

So everybody’s winning in these types of situations. Why is that important? Because you do not know who is driving down the road and they get a phone call and it’s their grandmother and she lives in Florida and she needs a chiropractor. So let’s continue to win together, get those billboards across the nation or almost at about 50 this year. So it’s exciting. And it’s all about everyone. It’s not just about a chiropractic state association while we absolutely love our state associations and work well with them. It’s about all of us being under the umbrella to help anyone at that moment. Now, speaking of all of us, the patients need a resource. Did you know the fastest growing demographic in podcasts is between 12 and 34. Is that not a fabulous audience to hit? And yes, we’re going to hit them. We’re going to have greater opportunities to connect with our patients.

If you go to adjusted reality, last season was impactful and it could not have happened without you. Listen. If you have not listened to an adjusted reality, trusted by the adjusted, I urge you today. Today. Take that time. Maybe just find a moment outside on a nice park bench and just listen, relax and listen. Find an episode as you see, season one is right here that works for you. And then ask yourself, why would I not want to share this with your patients? Because they’re listening to podcasts and you want to gently remind them on how fantastic chiropractic is. Listen, we’re not jamming it down their throat. We’re trying to do it in a fun, relatable way so that they keep coming back and asking more questions about, well, if I do have this, could I do that? That’s what we want. Next. We want to talk about results.

That’s what we need to see all the time, every day in your office and that the foundation. So the digital healthcare awards came up. It was a panel of 53 experts in digital health media with it served as judges. So what kind of judges worthy? They sat on boards from the ARP American medical association, Optum and web MD, and many, many more. And as you can see, what was the results? Well, let me tell you, it just gets more and more exciting. And what we saw was as you go through and you see the gold winner, $47 billion in revenue, Merck, the Katy Kirk story, actually very good podcast. Silver MedPage. Now let’s talk about med page along with their $57 million in revenue and 60 million healthcare consumers that they reach an 800,000 practicing physicians and clinicians. I think they’re pretty well said when they did the most amazing topic track the vacs FDA, chief thous transparency.

So I’m telling you when we won silver, that was a huge bonus and could not be done without you, but don’t stop now rate review and share. So the next part, when you get that award, that just means one thing we started at bronze. We want to go to silver and eventually we want to be gold. When the patients recognize adjusted reality podcast is something they want to absolutely add into their menu of podcasts. That means when they hear something, they’ll say something to their family and friends they’ll share that did, you know, chiropractic really does optimize performance. All of these pieces make a difference. And if you don’t believe it, well, take a look at who picked up the announcement, American health insurance plans, insurance companies want to recognize those opportunities for their insured to have better benefits. So it was a proud moment for our entire foundation.

And we take you along with us and take you along. We will, as September is moving across the nation, I want to bring to your attention, this fantastic hostess. She was such a great guest and Dr. Angela UPCI chief addiction specialists from Stanford university. And recently I have been told was just on the Joe Rogan podcast. She’s fabulous. And her topic was on the opioid epidemic and how it relates to social media. Well, I’m going to let you listen to that podcast to find out how the two come together, but I will tell you this. This is an episode that’s in our drug-free pain management awareness month, and there’s a plethora of opportunity to really engage your patients on an audio level. Remember, we got plenty of visuals. We’ve got infographics, we’ve got posters, we’ve got white papers, but this is a way to hit them in the ears.

Audio is a wonderful way to share what that is going to look like. Now, are we winning? Well, let me tell you, as we get to this very proud, thank you. Dynamic chiropractic moment. We were given the gracious gift by NBC to be part of their history of the Tokyo Olympics on that Sunday, where they did the best of the Olympics. We did not pay for this. We actually got 10 additional 32nd spots on that Sunday. I think that’s a big win. I think that’s a gold metal performance. And as we start to move through what other gold metal performance is, do we have to share while I’m going again? I’m going to bring you in on a sneak peak moment. I don’t even know who the winner is right now, but the PR dailies, nonprofit communication warrants on everything we talked to you about nominated the foundation.

So we’re in the video finalists and our fingers are crossed in October. I promise to tell you where we sit, but right now just being nominated is a fantastic win for the entire profession. And it’s showing something important that as a community of professionals that are engaged in a non-pharmacological approach to enhancing the health of Americans, people are paying attention. How much are they paying attention? Well, I’m glad you asked. Here’s the bottom line. When we did our Olympic commercial, we had a fabulous result. 127,000 people came to our website and NBC did a 32nd commercial placement with a reach of over 1.1 million downloads. That’s amazing total reach 209 million Americans and 56 countries. So we cannot stop. We have to push through because we all know that the opioid epidemic is a very big deal. So big that we’ve lost more lives in the year, 20, 21 than we’ve ever lost any entire history of the nation on the opioid epidemic.

And that is why we do drug-free pain management awareness month. It’s a sad topic. It’s a real topic and it’s touching the lives of our community all over the place. So we did a fantastic show at the FCA called dosa reality, awesome guests and who showed up well, we had the amazing Ashley Moody attorney general for Florida. Listen, I got comments about this, this amazing event all over the, um, the media, but well, I will tell you is this, regardless of, um, her political nature, she is a hundred percent focused on her. Community’s best and wellbeing. And the dose of reality was a phenomenal way to get our message out. And we did it with powerful and impactful information. We took the research, we took the, uh, Washington politics and we blended it all together to talk about what we need to do and how we need to do it.

And as you can see with this panel of guests, we also had James Weyden, who came in virtually on this, but we had John Rosa, Dr. John Rosa, Dr. Fatman Sini, our fabulous chairman, Dr. Camp Greenwald and myself talking about the drug-free pain management awareness. And also about if you haven’t seen it, the crime of the century, uh, HBO documentary, wonderful pieces of information that you can share with your community and even do. If you’d like a virtual that talks about the opioid use and the impact opioids have had on our nation, we don’t stop there because as you know, we go across the nation and it’s not too late. If you wanted to get a resolution or a proclamation passed, we’ve had multiple paths this month. Here’s just a few in Alaska. Good for them. They got a proclamation signed state of Florida, but so many to talk about.

And if you go to a local council meeting, you can talk to your mayor yet this past, whether it’s a proclamation or a resolution, ask them to recognize non-pharmacological options, especially as it refers to chronic pain management, it’s a key to your community and your community needs you. You’re the expert. And you provide something that so many need. When we move forward, I need to make it easy and helpful for you. This is the drug-free pain management awareness roadmap. Why a roadmap? Because you asked for it. Yes, you did. You said make it easy McAllister and I’m making it easy with 1, 2, 3, and four all there. What do you want to post when you want to post it? Do you have meetings with your staff? If you’re not, you’re missing out on a big promotional opportunity? What does she mean by that? I mean, your front desk, your associates need to be out into the public, talking about what your office does and why it’s so very, very special.

And then for you and your staff, we want to make sure that you’re looking at the tools available, the best research Dr. Anthony Lisi is an amazing individual at the VA who is creating exponential opportunities. In fact, he grew it from very few chiropractors in the 2005 to over 200 now and plans on the next three to five years, exponentially growing how many sites and how many chiropractors are treating outstanding speakers in the September webinars series. And you don’t want to miss any one of them. So join us if you’re a silver member or above you get recordings when you sign up. So if you’re part of the foundation, which I hope you are now, because you can see a number of different benefits that are so helpful, it will enlighten your staff. It’ll improve your workload. And it’ll ensure that your community is being educated with adequate information.

Most importantly, truthful information. So going across the country, 13 Ohio billboards this month, which we’re very, very proud of in September. And you can see how we’re trying to align with our theme. Drug-free pain management awareness, better health isn’t within reach and don’t risk addiction. And that’s what we want our community to hear. Now at foresee updates, we’ve got fun things happening across the nation. And listen, if you are a district leader or you want the foundation’s materials, contact us, the whole purpose is positive press for chiropractic. We want to support you and we want to support your office. So let us know what you need. But here is a fantastic example of Tennessee’s chiropractic association and giving away posters to help their members spread the positive news. And speaking of spreading the positive news, doing drug-free pain management awareness had an opportunity to speak to this fantastic individual seven time, a limpic gold medalist, NHL rockstar on Farren, flurry, and his whole piece.

He wrote a book, um, conversations with a rattlesnake and also has a new book out. Um, it’s, it’s fantastic. This key with the podcast is being able to talk about trauma and addiction, someone out there suffering, and someone needs that, but don’t forget. October is coming in. As you can see right here, we have the October roadmap, an amazing moment for you to just have it easily and transparently aligned with what vision you have. This is the national chiropractic awareness month. If you didn’t know that it is, and we want to be proactive in being involved in as many conversations as we can during October sharing the benefits of chiropractic care. So we leave September drug-free pain management awareness month, and we jumped right into what are the benefits of chiropractic? They’re simple. If you wanted to boil them down into three really important ones, you are safe cost effective.

And 100% patient satisfaction rate has been achieved for the first time in this profession at the traumatic brain injury in Florida, at the Florida state university by a Dr. Susan Welch, it’s called the press Ganey award, a hundred patient satisfaction. They didn’t even know that that award existed, but it does. They have 1500 employees. And think about that. One chiropractor made a difference for the entire institution with a hundred percent patient satisfaction rate. Isn’t that amazing that my friends is winning. That is why you’re with the foundation. That is why you want to keep spreading the good news about chiropractic and ensuring our communities are safe. And that we do not miss out on any one person, the greater we share, the more opportunities that we can care about the research about the influence, and most importantly about the best health for our patients across the nation next week. Don’t miss ChiroSecure’s next guest, Mike, uh, Miscoe is fantastic. You always want to join him. I want to thank all of you. You make a difference every day by putting your hands, your heart and your mind into what you do in your practice. And the foundation stands strongly steadfast with you for everything that you do. I sincerely thank you. And I hope to see you next month for national chiropractic awareness month. Take care all the very best.

Isn’t it. Time you joined the most powerful team of successful doctors and chiropractic and go for the goal. Simply go to www dot [inaudible] dot org slash package and get your customized practice success solution.


Empowering Women in Chiropractic – The 4 Biggest Mistakes Most Chiros Make…

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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.  We suggest you watch the video while reading the transcript.

Hey everybody, Dr. Randy Ross here and welcome to today’s show. I am the CEO of Premier Practice Consultants, but before we get started, let’s make sure we give a big shout out to ChiroSecure the sponsors and hosts of these wonderful shows that they bring you every week. Um, we’re going to jump right in and get started here. Um, and what’s really important to know about today’s show is everything I’m going to talk to you about is not theory. It’s not, you know, a concept. These are issues that myself, Dr. Matt Davis, president accompany our team deal with every single day. So we know that these are important issues when they come up all the time within the working parameters of your business. So we’re going to talk about the four biggest mistakes that a lot of chiropractors make I wrote most, um, that can potentially cost you lots and lots and lots of money.

So we’re going to start with number four. And the fourth biggest mistake that people make is they don’t keep their office updated the design, the technology. So I’m just going to kind of paint a picture for you here. We represent a practice that is for sale, and we send someone over to go for a site visit. They look at the first pieces of information. They like what they see. They look at some other financial may like it. Now it’s time for a site visit to see the office, meet the doctor and see if this is a good fit. And I can tell you when you have an old outdated office and I mean, there’s, you know, some of us that have been around a long time and a lot of times we, we think everything’s okay, well, the carpet is not ripped, so it’s okay.

Or the paint still looks good. Doesn’t matter that I haven’t painted in five or 10 or sometimes 20 years. And it’s got a few scuff marks. And what about my tables? They’re worn. Maybe they have some rips in them, but they’re still good. They still function. I could still adjust people on them. No, no, no, no, no. This is the worst mindset to have. I can tell you. We’ve had some fantastic practices that is statically. I call this the aesthetic of the office was not updated in a very long time. In other words, the carpets, all, actually people aren’t even really using carpet anymore, except sometimes where the tables are. The color is off from something we use the decade or two ago, they still have the same, you know, design, reception counter that they had when they opened their office 25 years ago, because they spent a fortune on it.

So they think that that they’re still using the same waiting room chairs. All of these things might not seem like a big deal to you because they’re functional. But I can tell you think about it. If you ever went to my house, did you want to buy the house? You walked into that. You’re standing there with your significant other going, okay, well, we got to redo this kitchen. This bathroom’s no good. Look how old the tile is on the flooring we have to redo. Most times it will ultimately sell. This can sell for a lot less can take a lot longer. So keep your office updated. Aesthetically. If you need a design person, there are people within our industry that help you do that for not a lot of money. You could actually even Google a lot of things today as to what the current styles are that people are looking for.

And if you don’t think patients are looking at these things, you’re really fooling yourself. Yeah. Your patients that have been with you for a long time, probably don’t care who when a new patient walks in an office is old and dingy and outdated, or an office is modern and sleek and spa like big difference as to how they feel on their initial impression of you and technology. If you’re using ten-year-old computers, go get some new ones. If you’re struggling with an outdated software program, because you don’t want to pay for the new version, guess what? Pay for the new version. These are things that are really important to keep up to date. Um, I mean, I could go on and on with a laundry list of things here, but I think you get the idea. You know, people are looking at your equipment when they’re coming in, you know, how old your table and old tables can be fine.

You know, there’s some, you know, high lows or, or, you know, drop tables or all this stuff that, um, you know, costs a lot of money when you purchase them. And they’re still worth a lot. Maybe you just need to have them recovered. Maybe just need to have them serviced. So we don’t need to necessarily throw everything out. And you know, as far as the equipment, but sometimes the equipment becomes outdated. Look, we all have phones that two years from now. We probably need a new phone just because the technology has advanced so quickly and so much that what we have really doesn’t function anymore. So please like, I bet you, this is such a big deal. You have no idea. All right, let’s move on to number three. The third biggest mistake that people make. Sometimes it’s actually the biggest mistake people make, but that’s just my opinion, overvaluing their practice for what the market is going to call for.

So to give you an example of what I mean, if after going through and completing valuation reports, somebody tells you the market value of your practice currently, as it exists is $300,000. And then you go, Nope. I want to list it for four 50. Well, that doesn’t make any sense. This is not real estate where there’s bidding wars for, you know, the house in a, in a sought after neighborhood, because there’s not a lot of inventory and everybody wants to move. Listen, I live in Southeast Florida. You can probably get 20% above what the market value is of a home and a lot of communities today because everybody’s moving here and there’s not a lot of inventory, but your practice, a chiropractic practice is not fall within those parameters. So if you, you are going to think that your product that you already own is worth more than it is.

It’s okay to think that, but you’re, you’re selling yourself short and you’re doing yourself a disservice because I’m going to tell you what’s going to happen. Your practice is going to sit on the market because everyone’s going to look at the math, the simple part, the quick thing they look at, and they’re going to go, this doesn’t make any sense. This practice should be like around $300,000. And this is what happens every single time. The other problem you run into is you can say you want anything for your practice, but at the end of the day, I mean, if you find a buyer, no bank is going to fund it. So now you’re really spinning your wheels. You have a buyer and they can’t even get funding because you want 20 or 25 or 30% more than your practice will actually fund for. So I know how invested you are and, and the value it is to you.

But you really have to hear what the professionals are telling you when it comes to what the actual market value of your practice is. You know, I often say to someone in a, we did a show up maybe about a month ago on this. You know, sometimes you have to decide, do you want to list your practice, but do you want to sell? Cause for a lot of, a lot of practitioners, a lot of Kairos, it’s two different things. We don’t list your practice for whatever you want. That’s no big deal. We can create a marketing campaign. That’s no big deal, but are we going to sell your practice? That’s the fork in the road that some of you really need, uh, you know, to think about when you’re embarking on this process, let’s go to the second mistake that most people make is not having a strategy where you annually update the value of your practice.

I can’t drive this point home enough. Um, and this is something that’s so lacking within our profession, that other professions seem to have a little bit of a better handle on, um, it’s so important to look at the value of your practice every single year. And I don’t care if you’re only in practice five years and you’re saying, well, why do I care about that? I’m not retiring for, you know, the next 20 years or whatever. Well, because we never know what’s going to happen. Your circumstances could change at any time, either by your choice or forced on upon you. So having this strategy of being able to look at, uh, your practice, uh, annually really gives you a good snapshot of what your practice is doing. Cause it’s more than what shows on your tax returns. And even if you keep good stats, if you know, if you work with coaches and everything and you keep good stats, again, that’s only kind of one component and one element of what your practice is doing, but it’s really not often telling you the actual value.

So when you have this strategy of every year, listen, if you have a portfolio with some type of brokerage firm for your stocks and all that, don’t you look at it every year, don’t you analyze it, see where you could do better. Don’t you don’t you have that conversation with your broker. Is there kind of like a financial coach at that point to say, okay, well this is helping improve my portfolio, but this not so much. Maybe we could do better here. It’s the same kind of thing. But for some reason as chiropractors, we don’t look at it that way. We should be looking at our practice as the commodity, that it is every year and strategically analyzing how it’s doing, where you can do better and where you’re strong to continue that. And there are so many variables that can go into determining that.

And the people that follow this platform in this program really see a huge difference a in their practice and B when you ultimately do go to sell, whether it’s by choice or by not, someone’s going to see, well, they’ve developed a strategy that they follow for their business to analyze at all times every year, I should say to, to analyze and determine, you know, where can we do better? Where do we need to fix things? Where’s the hole. Where’s great. Let’s continue doing that. And maybe even build upon that, that’s really impressive to a buyer. When someone has that history to show them about a strategy that they’ve developed, we, we term it an exit strategy. Um, so, you know, take that to heart. Not too many people talk about that, but you know, we all need to step up as business people. That’s one of the points of these shows that ChiroSecure brings you.

So think about this, you know, a bit, and don’t let another year go by that you’re you don’t have a strategy to analyze exactly what the value of your practices. All right, we’re going to go drum roll number one. This is the biggest mistake that everybody makes. I’m going to say probably two, three times a week. I have to have a very lengthy conversation with someone that calls us to represent them for selling their practice. And they tell me, I want to be out by, at this point, let’s say the end of the year. And I’m like, well, that’s not going to happen. And I’m like, Y Y you know, it should only take 90 days. Again, this isn’t a piece of real estate. There’s a lot that goes into what we call onboarding a practice before it’s even available on the market could take anywhere from three to six weeks.

And that’s, if you’re a cooperative seller, um, and then to develop a marketing campaign, and then we have to find a buyer and then it could be months before a buyer actually makes an offer. There’s a lot of steps that go through there that we manage. Um, and then if someone is not a cash buyer, which that’s a small percentage of most buyers out there, they have to go through funding, which can sometimes be the worst nightmare for someone. Um, the days of deals being done in 60 days does not exist anymore. 90 is a gift and that very rarely happens most, uh, funding to be completed. When I be, when I make a blunt, I’m like, like, you have your check in your hand in the bank. And the deal is closed is four to six months. So that’s a whole nother element of time that gets added to anything.

So we always tell people that you need to give yourself, wrap your mind around that. It’s going to take 12 to 24 months to sell a practice. And that often can be extended depending upon where you’re located. You know, some parts of the country right now are super hot and a good practice. We’ll, we’ll sell what I mean from start to finish in 12 months, if you’re in certain areas where people are migrating away from it’s a little bit more difficult, may even take a little bit longer. You can’t get frustrated, you have to allow yourself. And whoever represents you that timeframe to properly handle the sale of your practice and find the right buyer and, and bring the deal to fruition, to what I say the closing table. So, you know, if you’re even got a little thought, Hmm, I think I want to retire in three to five years.

Guess what? Don’t wait three more years to reach out and find out what the value of your practice is and what the market options are for you start now. You know, the worst thing that happens is we sell your practice a little bit sooner than you wanted to get out, but at least it’s sold. Um, your market right now is actually really hot. That could change at any given moment by variables that are out of our control. So 12 to 24 months is the bare minimum you want out in two years, you need to start. Now, you want out in three years, I would still start. Now you want out six months from now. Guess what? You waited way too long. You should have started a year to two years ago, never too late. You just have to adjust your expectations of what is going to happen.

Well, I hope that these four hints of mistakes that people make have helped. Some of you really start thinking about, uh, some things that maybe you’re not doing, or you’re not paying attention to that you should make the time to do it. Don’t tell me you don’t have the time, make the time to pay attention to your business. We’re going to offer through the month of October, uh, for you to get that valuation that we’re speaking about at 25% off, uh, you just use the code when you go to our website from your practice consultants.com. There’s a little blue button there on the homepage. Click on that. There’s a couple of questions that it asks. There’s a code at the bottom to due October, 2021. And we will be happy to extend that to you, talk to you about your practice and see if there’s any way that we can help you.

Well, I thank you for joining me here today. Make sure that you log on next week for Dr. Julie McLaughlin. Julie is always a Ray of sunshine and she has so much great information. She’s so knowledgeable and has so much experience. She’s always so excited to share everything well. I’m Dr. Randy Ross, CEO of Premier Practice Consultants reach out to us at any time. So we can help you with the process of evaluating your business. Or if you’re looking to sell or buy, we’re always here to help you and want to thank ChiroSecure for having us here to share this information,

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.