Empowering Women Chiropractic – Your Exit Strategy – Dr. Janice Hughes

Hello and welcome to this week’s show, Growth Without Risk. My name is Dr. Janice Hughes, and I’m one of the hosts, and excited to this week be presenting something really unique and interesting for you. Before we get started, I would love to thank ChiroSecure, who obviously sponsors this entire series, multiple hosts, different facets or aspects of practice.

One of the things that I bring to this show, the Growth Without Risk, is that I like to think in terms of what I call practice management, practice growth, practice coaching, things that help you increase and enhance your business. With that, I really want to feature and spend a lot of time talking about today’s person, guest that I get to interview. I have known this individual, Dr. Stephen Levine for probably… And maybe he can clarify. I’m going to say probably 15 years, 17 years, something like that.

And the reason I’m excited to interview him today and chat with him is we really, really want to talk about this concept of how do you expand your business with the concept of associates, with the concept of planning your own exit strategy. Steve, welcome to the show and I definitely want you to spend a minute before we get started with some of my questions, just introducing yourself, telling sort of the ChiroSecure nation a little bit about you, your practice, and the length of time that you’ve been in practice as well.

Right. Well thanks for having me and thanks for inviting me on board. I practice in South Orange, New Jersey. I’m in practice 35 years. And being part of management groups like you, we’ve learned so much and adopted so many principles and practices that have grown our practices. And sometimes it’s not comfortable taking the journey alone and it’s nice to take someone with you. And I think we were taught years ago, that success is bringing someone up the ladder with you.

Yes.

And finding that right person and helping share the success and share the excitement of changing the world one spine at a time.

Yeah. And let’s dig into that a little bit. Why is it… Because you’ve had a lot of associates, so even before you and I knew each other, you had had associates. But then what is the mindset, or what begins to shift as you look for the different kind of associate, or think about your own exit. Just describe that a little bit. Why did you realize that you needed some different kind of associate in your practice?

Having associates in the past, sometimes two or three at a time, and some would come and go. Some would come and get information, learn from you, and transition into their own practice. I always thought, wouldn’t it be great to have someone to partner with? To have two people with the same mindset, to say let’s all achieve the benefits and grow a singular business together, and make it rewarding, make it a win-win situation, so someone would stay. Someone would stay and help assume the responsibility and share responsibilities, and then have kind of assignments or working arrangements, which each person can master. And you can not only train them, but train them to maintain the standards that you developed that attracted a large practice.

And if they reap the rewards. And I think that’s one of the questions you have to find out is what motivates somebody, and do they share in your vision? And by having a vision that’s big enough to let someone be attracted to you, and then you can inspire them with your practices, your philosophies, your principles, and then share those rewards, I think it makes it attractive, as opposed to just having an employee. And you’ve got to find that right personality that has that leadership capability and potential, we want to groom somebody.

Well, I think that the interesting word that you described is thinking about the business. Because I think for a lot of you listening, whether you are an associate, whether you’re a lead doctor, if we’re not careful, sometimes the concept of associate is about a technician, bringing someone in to be able to adjust, to give you some flexibility, but not necessarily being opened up to being a partner or being an owner.

But if you think about the business, I want to keep coming back to that. Like what happens, for example, if you suddenly can’t adjust? What happens if heaven forbid that you’re ill? Steve, you and I know a number of chiropractors that happened to. If you think in terms of the business and the consistency and longevity of the business, I think that’s what has you start to enter into this differently.

Right. I think you think differently. And thank god I had a partner in place when I hurt my shoulder and I was out for 10 months and couldn’t adjust. And I think if you plan, you plan to leave… You’re prepared to leave your business. If you prepare to leave, you already got a plan in place, or thinking about the plan, and this way the exit plan doesn’t choose you on. It’s not on your timeframe. But wouldn’t it be nice that you can choose your exit plan on your timeframe? And it doesn’t mean you have to leave, like we talked about earlier. You don’t have to leave. You can still be there and you can stagger that partnership coming in on any timeframe that you want. But you have to have… Going back to the business, you want to take care of the business because that’s the entity, and you want to do your homework. You want to know… Have your team in place, your attorneys, your accountants, your business appraisers, your coach, and are you developing a business that you’d want to buy yourself?

Right.

Right.

Yeah, so let’s go back. For the listeners, I’ve known, again, Steve for a long time, and I was really honored to be a coach in an organization Steve was a part of. But you and I had some really interesting conversations because you tended to hire associates in a certain model, and then describe a little bit of the mindset that had to shift for example, you’re now a partner, Mark, you were still in the beginning, you don’t hire a partner, you still hire an associate.

But how did we get your mind to shift to think differently? Do you remember back to that, and what were a couple of things you can share with some of the chiropractors listening?

Well, I think what we did was, we set it up to see if we had the right person. How do you know you have the right person, and what’s their motivation, and are you willing to teach them and lead them where you can set goals? And my goal was always to help the doctors make their goals. All right? And if they made their goals, there were rewards for it. We put in the hard work, we went from the… Took the end in mind, went backwards. What are the steps that we have to do for marketing? What are the goals we want to see for volume? What are the goals we want to see for services and income? And then back up and how do we achieve that? And then show that there is a reality to it, it’s not just a pipe dream.

As the lead doctor, knowing how to make things happen, but having another committed individual or two individuals to work with, you work as a team, now you have to lead your team to the end point, and then keep pumping the goals up, and then they reap the rewards. And if they’re all-in, and they’re players, then you see if you have your potential. As to someone that is not interested, maybe does not have financial interests, does not want to stay late, or come early, or does not want to put the extra effort, and is not interested in marketing, or speaking, or doing screenings. There are things that we did all along the way, and now as having a partner in place, we do that consistently.

I have an outside lecture tomorrow that we were invited to, and I’ll do it, and meanwhile he’s going to run the show. We can go on vacations and take time off and doesn’t stop running. The machine keeps going.

Right. The consistency in the practice. And so for a lot of you listening, again, what we’re talking about is in terms of how do you find that right person? I tend to really like, obviously the way you interview, and you’re looking for a certain personality. But then you are still going to test that, even if you think you’ve got that right person.

Some of you, you’ve got somebody that was a patient that is now coming back to the area. Went to chiropractic school and is coming back to the area. You think that you can identify that right quality in someone. You’re still going to put them on an associate agreement. But again, this idea of building in performance metrics, or building in things that you’re describing, Steve, of rewarding them for hitting certain goals.

But also for some of you that are associates listening, realizing why you want to do that is it’s like a dress rehearsal. Are you treating this like your practice? And so you saw in Mark different… You were leading him slightly different as we got your mindset around the time and the grooming, and what that did take for you to lead. You shifted your leadership a lot, and then Mark really did step up. And so then what begins to happen? Now he was there two years, two, three years. And then what kind of conversations did you have to move him into basically like a junior partnership?

Right. And conversations went around getting a piece of the action, of buying in, coming in as a percentage owner, and then continuing the reward model, so that if someone bought in as a partner, they got a percentage of distribution of profits. And if that was good enough… And I think it’s important for the lead doctor to make sure that your business is structured right, that you just can’t put in, say I’m going to give you a bonus, or I’ll let you buy in. What are you buying into? Is it a practice that you could sell? Do you have systems in place? Does it manage itself well? Are your finances in place? Or do you have a lot of debt? Are you debt free when someone buys in? Are you getting valuations for your practice to see what is it really worth, not what you think it’s worth?

Exactly.

Because there’s an emotion tied to… If you’ve actually restarted your practice from scratch, when it was just you and one staff person, and now we have a staff of 15, and there’s three of us here, and we’re looking for another doctor. But the systems are built. And I think if you’re thinking about that mindset to bring in somebody longterm, and that partnership that you’re going to create can magnify.

Or I think when I brought in a partner, we doubled our practice. More than doubled the practice. Because then we’ve got two hardworking entities to make it happen, and you make sure the reward is in place. But you’ve got to do your homework first and see what that practice is worth. And do you have a training system? Do you have a system for staff when they come in new? How do you train your associates? Is there a nine, or a ten, or a twelve week break-in period? Do they teach them how to do exams? Can you teach them how to have conversations with patients? What about accepting rejection? And what are your response when the patient says, “I’m done or I’m finished, or I’ll call you”? They can’t be dumbfounded, so you have to have that training process and have that one-on-one conversation, and set the goals, and make sure your business is structured right. Is it saleable? I think is the key point.

Yeah. I really watched you go through a whole new level of leadership with Mark. And as Steve was around great coaches and mentors and people that were helping with this process, it was really the leadership of the entire business, like you really enhanced the business.

For some of you listening, that’s why kind of one of the sub points I talked about for this show is, what is that five to ten year plan? And how do you lead that and how do you guide that, and have everyone benefit? And so part of what I watched with you, Steve, is that it was, as Mark came in and was now the partner, and you continued to groom him, and he took over certain things. Eventually then, that’s where the pipeline continues, because it’s not like your time was done, if anything it extends your time and your role within the business. But then it was up to both of you to now start to bring in even the future successors.

I’ve just watched you with some great coaching, do that very effectively and it definitely takes a different level of leadership, doesn’t it?

Yeah, it does. And I think you’d have to think out of the box. I think coaching is critical. I’ve always had it. It’s always nice to have a sounding board. Sometimes you don’t think clearly in your own head.

Sometimes you don’t even like your coach. Right?

That’s right. You don’t like the things you’re told because you have to get out of your comfort zone. Right?

Right.

But there’s also tolerations, because if you’re used to running your own show, you take responsibility and it all falls on you and you do it your way. You’ve got to kind of let those failures happen, so that they can grow from it. And let someone fall, so that you can let them understand why they fell, and how they can not fall next time. And sometimes you got to watch the mistakes, and that’s how people grow. And like I said, no one’s going to be you. You want someone maybe similar in a work ethic, but you also want someone that’s not exactly you because you want to attract different people as well.

Yeah. Add a new dynamic to the business. And that’s the thing is I’m going to reinforce again, I mean, obviously we could talk about this for hours. I love this concept. But let’s talk about some real keywords. You noticed that I really zoomed in on defining it. Like this is a business, this is an asset. Another key I heard you talk about was the valuation. Not enough people are getting a really clear and true valuation of the practice.

Also, what’s out there is the model. I know a lot of people say, well your practice is never worth 1X, and I completely disagree after spending time out in the startup world, the model that you’ve done that I think is so effective, this idea about building this 10 year exit strategy, I want people to understand that actually adds value to the business. You then have it worth more than 1X. You have it worth like the true value of the entity as well.

Those are definitely some things that I’m picking up in the keys that you’re talking about. In our last couple of minutes here, share with all the listeners, whether they’re chiropractors, health practitioners running one practice or multiple practices, what would some keys be related to getting started at looking at building a model like this?

I think when you look at your business, and I’ve mentioned it before, is it saleable? Do you have a track record? What kind of reputation have you built in the community? Can you show… If I lay my numbers out, I can show you that there’s growth and consistency. It’s not a rollercoaster. And is that something that someone’s going to buy into? And how did you create that structure or that consistent growth where it’s not good month, bad month, good year, bad year, but steady.

And so what creates that? And that’s stability. And did you build cash value into it? Do you have equipment that’s modern? Is in an office that’s attractive? Is it something that’s going to have longevity and sustainability?

So many times you’ve seen doctors that put a practice up for sale, and you go and you look at it, and it’s 10 years past due of what the place looks like, and there’s no systems in place, and there’s one person that’s maybe calling people to come back in. It’s not automated so to speak. And I think that’s important. I think getting your house in order and making it attractive, that if someone came in as an associate, and saw the inside and said, “Wow, this place is run well and this is something I want to be part of, and it seems too difficult to create this on my own. How do I get in?” And I think anything that you’re selling, it has to be attractive.

Yeah, that’s great.

And it has to be salable.

Yeah. Fabulous tips and ideas. Again, this concept, this topic, I think has not been talked about enough. I think it’s really overdue. I think that this is so important for practitioners, even if you’re a startup doc that has listened this far into the show, recognize that if you can think in terms of build this kind of an entity, build this kind of a business, so that you can then transition that down the road. I think that this is powerful for everyone.

I definitely want to say thank you. We can continue these and I will probably bring you back again to ask a whole bunch more questions about it. Just even some of the ways that you systematize things, because I really honor, Steve, that you have done this very, very well.

Thank you, Janice.

Again, I want to take this time and thank Dr. Stephen Levine for spending the time with me today. More importantly, I want to thank ChiroSecure. ChiroSecure provides these kinds of resources to you, to the practitioners, to helping you build your business, build this entity, and do it really effectively and really safely with great protection. ChiroSecure has supported myself, I know Dr. Stephen Levine, and a lot of other people through some of the entities that I’ve coached with for years, and been around for years, have really, really benefited from the support. Definitely want to thank Dr. Stu Hoffman and his entire team.

On that note, I would love to wrap up for today and share with you that next week, joining us for her segments of Growth Without Risk, is Dr. Sherry Mcallister. I look forward to having you join her and thanks for joining today. Bye now.

Bye-bye.

(silence).

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Empowering Women Chiropractic – Creating Videos – The Role Video plays in Your Marketing

Welcome to ChiroSecure’s Empowering Women In Chiropractic, the Facebook live show for successful women by successful women, proving once again, women make it happen.

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.

Now join today’s host, Dr. Julie McLaughlin as she talks, learning, living and teaching. And now here’s Dr. Julie.

Hello everyone. Dr. Julie McLaughlin here for Empowering Women put on by ChiroSecure. And I’m super excited for you to meet my guest. Her name is Brandy Kinnear, but first I went to all to give some love, put some little hearts, some likes and for ChiroSecure because they are just awesome that they host these for us and it really gives us so much information.

So without further ado, I would like to introduce you to Brandy. She is a passionate advocate for natural health, which is really awesome for us, right? She is into digital marketing. She’s a strategist and she really helps the heart-centered practitioner. And she is disrupting the average practice and helping practitioners really understand how to use systems, technology, digital marketing, and grow their expert brand so they can make a bigger impact in their community. So thank you for joining us, Brandy. I’m super excited you’re here.

Oh, thanks for having me, Julia. You know, I’m always amped to share some pearls and see if we can help each practitioner get a little bit more insight into what they can do with their practice. So I’m excited.

Well, today you’re going to tell us about making videos, right?

Yeah. One of the biggest issues that I find with a lot of the practitioners that I work with is there’s this direct hesitation towards using video in their practice. But I want to break down the reason why video is so important in your marketing strategy and then dial into how to effectively use it and what you need to know. So we’re going to, we’re going to go through all that today.

That sounds good. Let’s get started.

Okay. So I’m just going to share my presentation. So, we’re talking about how to make videos that inspire, engage and convert because let’s face it, just getting up there and talking as a talking head, is not a valuable marketing strategy for your business, although it’s better than doing nothing. So first thing, I want to go through some stats so people understand why video is so important in their practice right now.

65% of people use YouTube to help them solve a problem. Are you on YouTube? Are you solving people’s problems on YouTube? Good question to ask yourself.

It is.

Right, the next one is social media posts with video have 48% more views, so just posting up pictures or just posting up comments compared to posting a video, you’re doubling your value by using video and it doesn’t have to be complicated and we’ll get into why it doesn’t have to be complicated.

Wow, that’s amazing.

Right? Facebook has over 8 billion video views a day. Can we just let that sink in for a minute?

8 Billion.

8 billion and a lot of practitioners, whether it’s Chiro’s dealing with parents that are always on their phones, teenagers that are always on their tablets, and the kids that are always stuck to the, there’s so much video content being absorbed. So yes, we have an entire solution with tech neck and all of these things that we [inaudible 00:04:34] but we have to understand fundamentally, people are consuming content online in mass.

So social video generates 1200% more shares than text and image combined. [crosstalk 00:04:49] That means that if anyone’s going to share content, they’re more apt to share a social video than they are to share just regular content. So that doesn’t mean you stop making regular content. It just means if you’ve got to pick one or if you don’t have a marketing strategy that includes video, you need to really pay attention and figure out how you’re going to get it in there because it doesn’t have to be hard, but it does have to be strategic.

So what video does essentially is a, I’ll call it four fold. The first one it does is educate. And when I say educate, I want to be really clear with this. We’re not talking science geeky and this is of no disrespect to any practitioner listening. I love all the science. I am a total science geek for anything in the natural health industry, but I am not your average consumer.

The average consumer needs to be spoken to in literally fifth grade English. So you have to educate them, but you have to educate them about what their problems are, not what you think their problems are from a scientific, technical standpoint. My problem is my tipping point. What is it that’s affecting my daily life? That’s my problem. Okay.

And then you’re also going to be able to use video to resonate with people. So people buy people. People don’t buy your brand. They’re not buying your name, they’re buying into you. So because we know that people don’t make logical decisions and that they buy through emotion and that they buy your particular person, how are you standing out and letting people know a little bit more about who you are?

Because, I mean, we could go on a tangent, Julie, for days on how to identify your ideal client and how to market to them and I’m sure that’s for another segment. But to be able to resonate with the person that you really want to serve is amazing for you because it allows you to weed out the people that aren’t a good fit, which who wants to serve them anyway, and allows you to build deeper connections with the people that you want to serve. So if you already identified who it is that you want to serve in your practice, then you allow yourself to resonate with them by sharing stories, by talking about who you are and the things that you do in your practice and the people that you love to help. The resonation piece is huge. Is resonation a word? I feel like it’s not a word.

I think it was, yeah. I mean it’s awesome. You just want to find your people, right? You want to find your people.

You want to build tribe. Like it’s a community based business that you’re running for the most part. Even if you have a chain of stores, they’re all community based businesses and you want to find your tribe because it’s better to have a small amount of people that love you deeply than it is to have a mass amount of people that don’t love you.

Right? Yeah, it’s way better.

We know how that converts from a business perspective. You’re constantly looking for new patients. You’re constantly fighting with retention, and you’re constantly trying to eliminate those people that come in that you’re not amped to work with.

The other component about what video does and what people need to really understand about video is using story. So you’re going to educate, you’re going to use fifth grade English, you’re going to resonate by sharing personal experiences. Your own journey into why you got started as a health practitioner is an amazing one. If you could sit down with a pen and a paper and just journal that out and figure out more about who you are and why you got into this profession. If you haven’t done that, dive a little bit deeper and be able to tell that story.

Tell the success stories of patients that you’ve helped that will be similar to the people that you’re trying to attract and it allows you to create an emotional response with people. So we said that people don’t buy through logic, they buy through emotion. That’s why if you ever see a good commercial on TV, a good, good one, you’re crying, you’re crying or you’re laughing or smiling. They know that in order to get you to connect with their brand, they need to elicit emotions. So story’s the key to doing that, and it really can help you with the resonation. It can help you with educating, but it can really help you to get that emotional contact with your potential clients.

I love that. I know when we do our talks, the patients, when they come in, there’ll be like, “Oh my gosh, I loved your story about this and that.” They couldn’t tell you what I told them about detox and toxins, but they remember the story. And so that’s what triggers them to want to come and see you.

For sure. And I mean, story’s ingrained in everything we do. We grew up reading books. We grew up watching the story on TV. What makes an amazing movie? It’s the story arc, right? It’s being able to get people emotionally connected to the story, to the journey, to the hero, to the outcome. So story is huge and it’s not being used in this profession. It’s not being used well. It’s barely being used at all, but it is one of the best ways to resonate, to educate and to connect with potential patients and existing patients.

I have clients that have said to me, “Hey, Brandy, listen. You were right. I just started getting on doing videos and sharing my story and stories of others and clients that I haven’t served in years I’ve been flooding back in because they see me, they remember the type of person I am.” And it’s just helped to rebuild that bond that’s kind of lost because maybe they’re not opening up their emails. Maybe you’re not sending emails. Maybe you just don’t have a solid way to retain everybody and everybody isn’t going to stay. Even if you’re amazing at doing the work. People, you’ve healed somebody, they’ve moved on and they’re in their mind, they don’t need you anymore. Let’s connect back with them using video and story particularly.

And then inspiration. So the portion of the population that you’re serving have challenges with their health, but it’s also affecting not just their physical self but their stress levels, their emotion, anxiety. All of the things that we deal with from a health perspective are affected by whatever their issue is that they’re coming to see you for. So when you’re able to inspire them and motivate them and help them to understand that, there’s positivity oozing out of your comments and that things can get better and they will get better and just provide that inspiration to people using video.

It also helps to build a tribe because you’re like their cheerleader. You’re telling them, “Hey girl, or Hey, guy, you’ve got this, don’t give up. It’s a journey. You’re on the path. You’re headed toward whatever that motivational piece is and that inspiration that you can add in.

You know where else inspiration comes, Julie?

Where?

That’s stories, patient success stories. This person was just like you, they suffered from this, this and this. We put them through our four phase program or our X, X, X methodology or this treatment care plan, whatever care plan, I know it’s not treatment in your industry. Whatever it is, let them know that they could identify with that person and inspire them to be that success story.

Yeah, they see that and they can see themselves in them and like, “I want that for me, too.”

Totally, and that’s how it’s done. I mean, look at all the weight loss campaigns that have been done. If we just look at weight loss, because it’s a huge industry and we look at the money that’s been poured into marketing campaigns over the years before and afters, before and afters. Everyone’s just like, I want that belly.

Right? Then when you see that, then they say, “How did you do it?” They want the story of how you did it. Was it difficult? Was it easy? They want to know the story, right?

100%. So these are the facets of what video can do for your practice. And in the center I put fans because ultimately we want to build a tribe of people that love us because we all know that referrals are the best possible source of new leads for your business. And if you have people happy and we could go on for days about how to retain and appreciate and all of those things, fans, building fans that love what you’re doing and appreciate that you’re delivering this value for them goes so far and actually it doesn’t cost you anything.

So let’s move on. Let’s talk a little bit about how to break down the perfect video. And anyone who’s watching, if there’s a lot of women on this call, which I suspect is the case, I want you to know that I work from a heart-centered, integrity-based perspective with the marketing advice that I give. But I also have to infuse psychology.

I have a psychology degree, I understand how to sell. I’m not afraid to ask for the sale. And I also understand marketing. So if you feel like any of this feels a little bit icky, remember, sometimes you have to change your mindset in order to be successful with a new tool in your business. And I’m here just like, I’m your cheerleader. You can do this, understand the elements, and then make them work for you.

So we know now that you have about three seconds to engage somebody and to stop them from scrolling. Okay? Even if they’re on YouTube checking you out. I mean, they’re checking you out. What is your cover photo look like? What does she look like? Should I listen? But you get three seconds to wow somebody. So that’s why video always has to start with the hook. So what’s a hook? A hook is that juicy headline that you see in the National Enquirer that makes you pull it off the shelf when you’re buying your groceries.

Yeah, I’ve got to read this.

You know, it’s not true what they said about Megan Markle, but you are pulling it off anyway because that headline has got you hooked. That’s what we want to put in a video. What would make them stop scrolling and listen?

So I’ll give you an example because I love examples. I learn by examples and I feel like everybody needs to get a sense of it. Are you, I’m not even going to fill it, are you blank, blank, blank, and it’s affecting your daily life? Or are you not able to play with your grandchildren because your back pain is so severe? Or is your stress level affecting your social life and your relationships?

Those are the hooks and it doesn’t always have to be a question. It can be a polarizing statement. Why you should stop using medication to fix your back problem.

That’s the hook, right? So something that’s going to make people stop and listen and then you go into the problem. So what’s the problem of this video that you’re trying to solve? Everything from a perspective, it’s all about me. I don’t really care about you. I’m not going to lie. I’m sure you’re amazing. You’re all amazing. I don’t care about you. I’m the consumer and I care about me. So what’s my problem that you’re solving with this video?

I suggest taking a look at, even if you want to just get started with five or six quality videos for your practice and you can put these on your website. We’ll talk about where you can put them. Five or six problems that your patients have. So if you look at your ideal patient base, what are the biggest five to six problems that they have? Make a video.

Yeah, back pain, headaches, neck pain, any of them.

It could even be deeper. It could be something to the effect of stress from a high pressure job. It doesn’t have to be related to their physical problem. There’s a variety of different problems that your patients that you’re serving can have. So look at what they say when they come in and the questions that you could be asking when they come is, “How is this affecting your daily life?” If you don’t understand their problems on a deeper level, it’s a good time to dive in and just really get a sense of how their back pain is actually affecting their life. Because they know they have back pain, but they might’ve been putting it off for months before they come to see you. What’s that tipping point that made them stop and take action? You know, that’s really what we want to get into.

So think about the biggest five to six problems your patients have. Make a video, use one of those problems for each one of these videos. So you talk about the problem and then you exaggerate the problem. And I know this is where it gets a little odd, Brandy. “You’re losing me. I don’t want to exaggerate the problem. It sounds salesy.” But the thing is people need to understand that if they have this problem and they don’t fix it, then they’re actually setting themselves up for further failure. And it’s your job as the person with the wisdom and the healer to provide that for them in advance.

And we’re not selling it. We’re actually just saying legitimately like, look, if you have this problem and you don’t fix it, here’s what’s going to happen. Okay, so that’s where we exaggerate it, if they don’t solve the problem.

Right, and sometimes when someone comes in and they tell me this or that, and I write it all down, even just reading it back to them, just what they just told me, they’re like, “Oh my gosh, I didn’t realize I had all those issues.” Because they don’t hear themselves saying it, but when somebody else is saying it to them, then something clicks and they’re like, Whoa.

Often, we’re not asking these probing questions like, “What would your life be like if you didn’t have this problem anymore? That’s the answer. You want to hear that answer because now you’re going deeper into their psyche. Now you’re going deeper into building a relationship with them where you really understand where they’re coming from. Not just what’s wrong with your back or your neck or your shoulder or whatever that case may be.

So when we move on from exaggerating the problem, we go to the solution. So the solution isn’t the treatment. You’re the hero, you’re the guide. You’re not the hero, sorry. You’re the guide that’s taking them through the problem to the solution. So the solution is really something that they might not even be aware of. So the solution, your treatment, is potentially just chiropractic or whatever modalities you’re using in your practice. But the solution is something that they might not be aware of. So we have to make sure that you’re talking about the problem because we’re stopping anybody, this is scrolling, you just want to stop anybody from looking. They might not have a clue what chiropractic care is. You still have a lot of work to do with educating your ideal patients. So the solution can be something that they’re unaware of, that you provide.

And that’s where you can say, “Look, did you know that the stress related to your busy life, your nonstop mom life, your nonstop corporate career, your busy social life, sitting at a desk all day, whatever it is, that the solution is very simple.

If you’re not using align, if you’re not aligned, blah, blah, blah. Right? So you get to decide what the problem and the solution is based on these five to six biggest problems that your patients have.

This is it. It’s simple and it doesn’t need to be more than three minutes long. It can be two to three minutes. It’s short because we know from a psychological standpoint, people don’t pay attention for long. You might not even be paying attention to this anymore, right, Julie?

I hope they are.

They better be. But the reality is five to seven minutes is the max that we can expect from people. And it just is what it is. It’s the age of distraction, right? So we take that into consideration and make things short and sweet for people.

And then I also want to break down because there’s this whole mystique around like what technology do I need in order to make this a successful operation? Good lighting. So if everybody just to go on Amazon right now, I do not have an Amazon affiliate link to share, so I benefit nothing from this advice. There’s two, there’s a ring light. There’s one by a company called Neweer, N-E-W-N-E-E-R. It’s cost-effective. It might cost you $100. It’s bright light. You can have warm light, have a good place in your office or have a good backdrop where you’ve got a bright light so that you have consistent good quality videos without pro set up and you can use your phone. You can literally use your phone.

Now if you’re using a flip phone or one of those like new Nokia. If you don’t have a smart phone with a decent camera, like ignore my advice, but you can literally just use your phone and have your phone in a vertical way. Because horizontal because if you use vertical, you’re restricting the different platforms that you can put your video on. So you want to record it like this.

I went on Amazon and I bought a tripod for, I want to say like 25 bucks and it goes up to six feet so I can put my phone, also you can put your phone right on the middle of the ring light.

Yeah, that’s what I have right here.

Yeah. So you put your phone right on the ring light and you just talking into the ring light. You’ve got great lighting, you’ve got your phone and that’s it. You might not even need the tripod. But this whole setup, you get, talking about a hundred bucks, $120. Everybody needs one. The ring lights can fold up, they can be put away.

I used to have these big crazy lights and we had this whole studio set up in my home and my whole family’s like, do you need that entire room there for all of your, no, I didn’t. I didn’t. And I took it down and I bought a ring light. But I want everyone to understand that putting out regular video content is going to help with so many things in your business.

It can go on a variety of different platforms. I always recommend batching stuff, get it on YouTube, get it on Facebook, get put it on IGTV, which is Instagram’s version of YouTube. Put it on your website. Make it once and put it across all the channels because omnipresence is key.

But really these great tips.

Yeah, and then like the only last thing I wanted to share, for anybody who’s not sure where they should be focusing their marketing and practice growth times for the design for their business and they’re looking for more. Me and my partner, Dr. [inaudible 00:21:28] have put together this free online summit. It’s a five day virtual summit. It’s for women health practitioners. ChiroSecure is an amazing sponsor for this event and there’s going to be 40 different, and Julie speaking on this event about how to blow up your practice with speaking engagements and she is amazing.

There’s 40 different natural health experts all focused on helping you with tips, tools, and strategies for success for your practice. It’s free. It’s for five days. It’s going to blow your mind. There’s going to be so much gold coming from that. We’d love for you to go and sign up.

There’ll be a link in a little bit in the comments below that you can use to sign up and register for this. But I mean this is, we’re just tipping the iceberg today. There’s so much more that you could just be, maybe just one or two things are going to resonate with you that are literally going to change your practice. And that’s what we’re looking forward to.

Well I am, I’m super excited. Well, thank you so much for sharing all your wisdom with us today and I’m super excited to see the Summit. I think is going to be really awesome. And it was so fun doing the interview with Natalie because I never get to do an interview with her because she’s on Empowering Women with ChiroSecure too. So, but thank you for joining me. And thank you ChiroSecure so much for having our show.

And next week I want you to join us again for the pediatric show and it’ll be on the same day, same time, Thursday, one o’clock Eastern Time, 12 o’clock Central Time. And then the following week we’ll have another Empowering Women with Dr. Kathy Wendland-Colby and she will be amazing. So please come and join us.

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 enjoyed this week’s Facebook live event. Please like us on Facebook, comment and share. We look forward to seeing all of you next week for another episode of Empowering Women in Chiropractic. Now go ahead and hit the share button and tell your friends and colleagues about the show. Thank you for watching. Have a beautiful day. This has been a ChiroSecure production.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women Chiropractic – The Postural Neurology Revolution Dr. Lindsey Dr. Burns

Welcome to ChiroSecure’s Empowering Women in Chiropractic. The Facebook Live show for successful women by successful women. Proving once again, women make it happen.

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.

Now join today’s host, Dr. Nicole Lindsey, as she talks overhead, debt, and creating other sources of income. And now, here’s Dr. Nicole.

Hi, welcome. I’m Dr. Nicole Lindsey, founder of Dominate Chiromarketing, where I teach chiropractors how to build profitable relationships with MDs to grow their practice. I’m your host today.

First of all, before we jump in, I want to thank ChiroSecure for making this all happen. We appreciate them. I want you to show them the love, and make sure you spread the message. Share these shows, and let everybody know how awesome ChiroSecure is.

Today’s guest is Dr. Krista Burns. She’s a chiropractor. She’s an author. She’s a speaker. She’s a certified postural neurologist. Certified posture expert. She is the founder of the American Posture Institute, where she’s helped thousands and thousands of patients achieve better posture. She’s also leading the charge against digital dementia, which I want to ask her about that.

So, today’s topic is the postural neurology revolution. Welcome, Dr. Krista.

Thank you so much for the kind welcome. Thank you to you, to Dominate Chiromarketing, as well as ChiroSecure. It’s such an honor to be here.

Well, I can’t even imagine that you have time to do this with everything on your resume, and everything on your plate, but we appreciate it.

Of course.

Let’s just jump in with postural neurology. What is postural neurology?

Well, thank you for asking. When I graduated school, I had a lot of questions of connecting the dots between neurology and chiropractic. I had actually done advanced training for years, and years, and years, and done thousands of hours of training in neurology. And when I started my practice, I still couldn’t understand how to apply that neurology into daily practice with the patients that I was seeing every day. That presented with tech neck, that presented with headaches, migraines, back pain. You know, our average patients. And so, I went on this mission of understanding more about postural correction, and then really connecting the dots where I feel like there was some gaps in our education. I wanted to bridge that between neurology.

Because we all know that we work with the neurologic system. This is certainly not the first time you’ve heard that, before today’s interview. However, can we fully explain it? Do we really understand why what we do impacts the brain? Do we understand how better inputs to the brain result in better outputs, resulting in better posture? Can we really explain that?

And so, I just went on this mission of understanding more. And then by having these brain-based solutions, assessments and corrections, we had the opportunity of sharing this with more and more practitioners through the American Posture Institute. Seeing the results that they were getting on a daily basis is absolutely life changing. The coolest part about it is that it’s predictable, it’s measurable, where we can see those outcomes pre and post, and have those predictable results every time. So, that’s postural neurology at its core. It’s really the neurology controlling the posture system, but the brain-based approach for assessments and corrections.

I love it. It almost sounds like something that all chiropractic students should be getting this information in school.

One of the comments that I get all the time is, “This is everything I wish I would’ve learned in school.” And that comment means a lot to me because it’s everything that I truly wish I would’ve walked out of school knowing and understanding. It took me years of starting my own practice, doing advanced neurology training and then going back through, even after the seminars, going back through all the neurology textbooks and implementing this stuff. Using my practice as a laboratory of creating these new systems. It wasn’t until almost a decade later, after studying advanced neuroscience for a decade, that I finally had those solutions and those answers.

They say that research is really me-search, meaning that you have these questions, and I was on a mission to find it out. After learning more about the neurology and really that brain-based connection, I had to share it with more people through the American Posture Institute.

Well, thank you for doing that. You know what’s really interesting, too, is that we talk about us being, as chiropractors, being neurology experts. We work on the nervous system. That’s what we’ve kind of been brainwashed to say, but yet we really don’t have a good understanding of how that works. At least I know I didn’t. And I went through chiropractic school. Of course I had PNS and CNS, and all of that. I couldn’t tell you. I don’t remember any of that. So, I love where you have taken this and have made it practical. I think that’s-

Yep. That’s what it’s all about. Because we’re not motivated to sit there and re-memorize our PNS books. The majority of us aren’t, anyway.

We look at Mrs. Jones, who’s scheduled at 9:00 AM on Monday, and we go, “How can we give Mrs. Jones the best care possible?” And I love that about everybody who’s watching today. Like I have your back on that. That’s why I’ve done all the research over here to package it together in practical solutions, so you can just take this information, implement it into practice.

Because it really is about the practical applications. Not just memorizing more neurology. I think it’s fun, but most people become overwhelmed by it. It’s not just about those memorizations, it’s about how can we take this and really apply it with all of our patients who come in on a daily basis. Not just the outlier patients, the ones that come in with back pain. Also the patients who come in with vertigo or seizures, but also Mrs. Jones who has neck pain. Right? How can we make sure that we have practical solutions for everybody?

Yes. And I, as you know, I teach chiropractors how to build relationships with MDs. I did a talk to neurologists, and what was interesting when it comes to posture, my talk to them was all about how headaches can be caused from forward head posture. They were dumbfounded. They really had never heard that before. Never thought about it. So, it’s really interesting that not only us as chiropractors, where there’s gaps in education and connecting the dots, but for healthcare providers as well.

Yeah, absolutely. And what I love about posture is that it’s really easy to communicate. You’re mentioning when it comes to sitting down with medical professionals. We all have a posture. Posture is a structural framework of your body. It’s very simple to communicate, because everybody understands it. This is words that they’re already using in the medical community, that we can also use in the chiropractic community, that make sense to both of us.

And what’s really wonderful about posture is we can show that there’s postural distortion patterns very simply with posture imaging. And then we can show those corrections over time when we monitor that, and we do pre and post posture imaging. Here’s the really great part about it, guys, is that we’re talking specifically about MD referrals, there isn’t a medicine to take to correct posture and digital dementia, which is a whole other topic. There’s no medicine to take for digital dementia. That creates the opportunity for us to be the first line of defense. But it really comes down to understanding it fully and then communicating it clearly.

Absolutely. For our listeners, we have chiropractic students, we have chiropractors, new and old, CAs, office staff listening to this. And when it comes to an assessment, like a protocol for correction, what can you give everybody? A little bit, a little piece, of something they can do now.

Let’s talk about a couple of assessments. Now, when it comes to postural neurology, we call it the eyes, spine, vestibular model for assessment and correction. Eyes, spine, vestibular. The reason we focus on the visual system is because your visual system, it controls your orientation in space. How we see our world is how we orient our bodies upright.

Now, what’s interesting about the visual system is there’s direct connections. There’s descending pathways from our visual system, as well as our vestibular system, that go to our cervical proprioceptors. And so, if we have visual system dysfunction and we see a postural distortion pattern in the cervical spine, we cannot expect that we can have longterm correction of the cervical spine without correcting that visual system.

Let me give you a couple of examples that we can all relate to.

Okay.

If I have poor vision, which is cranial nerve number two, if I’m squinting forward, I’m constantly in forward head posture. Okay? We have these muscles controlling our eyes. When these muscles become fatigued or have dysfunction, and I can’t move my eyes in a certain direction. If I can’t look up into the right, what do I do? I develop a chronic head rotation looking up into the right. If I can’t converge my eyes to look here midline, then I develop a head tilt and a head rotation.

And so, if we don’t clear this out, of course the patient feels better after an adjustment and of course they look straight or as well after the adjustment. But these are the patients who come back in and say, “I felt great, but then it came back.” Well, did we really get to the underlying cause, is my question. So, keep doing what you’re doing. Keep adjusting the cervical spine, of course. But in addition to that, we want to check the visual system and give them at-home exercises.

Now, let me give you a little more background and then we’ll talk about assessments and correction. Now, the same is true with the vestibular system. We know the vestibular system is located within the inner ear and it has nuclei in the brainstem.

Here’s what’s so fascinating about the vestibular system. We know it controls equilibrium. We know that when we have dysfunctional visual or see in the vestibular system, patients can present with motion sickness and vertigo. But here’s what they can also present with, is poor balance and flexor dominant posture.

You guys have seen those patients that have this anterior postural hyperkyphosis. The difference between a postural and a structural hyperkyphosis, a structural hyperkyphosis is changing the structure of the bones. Meaning collapsed vertebrae, for example. That’s the structural cause of a C-shape spinal curvature.

Postural hyperkyphosis is an inability to resist gravity. What does the vestibular system do? It stimulates upright postural extension. Is that not amazing? So, your patients, then they come in, they have forward head posture, they have anterior rolling of their shoulders, they have anterior chest drop, they have this C-shaped spinal curvature. And if we’re not working with the vestibular system, they go, “Oh, thanks doc. I feel so much better.” And they leave. But then the second they get to their workspace, they can’t resist postural collapse because we haven’t worked with that vestibular system.

And so, if we skip the visual system, head posture distortion patterns will continue to get worse over time. If we don’t stimulate the vestibular system, they’ll continue to go into this flexor dominance, and continue to have the C-shaped spinal curvature. And so, in addition to the adjustments, which everybody’s already doing, and that’s why it’s eyes, spine, vestibular. We don’t leave out the spine. Of course we address the spine, right? But in addition to the spine, we have to stimulate the visual and vestibular systems.

Here’s an easy check that you guys can do. Number one for the visual system, all you have to do is take a pen, or even just your finger, and you’re going to hold it in front of the patient. I’m going to turn to the side a little bit, so you can see. You’re going to slowly bring it in. What you’re watching for is that the patient’s watching the tip of the pen. You’re watching for their ability to bring their eyes to midline. Okay? It’s called convergence. So, it looks just like this. It’s super simple, guys. It takes literally 20 seconds. You bring the pen in, and you watch for their ability to converge their eyes to midline.

If they cannot do this, or maybe they can do it just with one eye, and you see one eye goes out to the side, this is called your divergent eye. Converged, diverged. Converged, diverged. Converged, diverged. If it cannot converge to midline, this means that they can develop a head tilt and/or a head rotation.

And so, a super simple exercise that they can do, it’s going to take them one minute at home and it’s going to perfectly supplement that adjustment that you’re doing to the cervical spine, is they’re going to do near and far exercises? Okay? So many patients are just working at their computer. So, what are they doing? They’re just looking near, right? We need them looking far. What we’re going to do is near and far exercises. They just hold the pen tip here. They look here, converge, they look in the distance. Here, converge and hold for 10 seconds. Then look in the distance, and then repeat. Okay? Repeat that five times. Near and far. Okay? It’s going to take 30 seconds. I recommend they do it morning and afternoon. Okay?

Does that make sense?

Yes.

So, let me know at this point if that makes sense. And this is super simple to implement. To hold that adjustment longer, and really have longterm postural correction results. Okay?

And then number two is with the vestibular system. So, two quick checks. First of all, I highly recommend everybody does posture imaging. Guys, I don’t even sell posture imaging software. There’s great ones out there that I just highly recommend everybody utilizes. For many reasons including communication, objective results, but specifically for the vestibular system. If you look at that posture image and you see postural hyperkyphosis, which is anterior rolling of the shoulders, C-shaped spinal curvature, this is an indication that we have vestibular system dysfunction. Okay? So, that’s your first check.

Number two is called one leg balance. It’s just like it sounds. It’s super simple. The patient stands on one leg, they have their hands by their side, they look straight forward. We want to see can they balance upright? Now, what you’re going to watch for is the side of initial postural sway. Initial postural sway. Initial postural sway. What tends to happen is they’ll shift slightly and then re-correct, and may shift further to the other side.

With initial postural sway, we lean towards the side of vestibular dysfunction. Okay? This gives us an indication that we need to stimulate the vestibular system, at least on that side. You can stimulate the vestibular system overall. But this gives us indication that we have vestibular system dysfunction if they can’t be on one leg with proper posture for 30 seconds. Is that easy?

Yeah, very easy.

So, we’re looking at a great posture image and we’re doing one leg balance. Okay?

Now if we want to rehab that in addition, again, to doing adjustments of the thoracic spine, which you guys are already experts at. In addition to that, I want them doing these two exercises at home.

Number one is one leg balance. This is where the assessment becomes a therapy, right? We want to make sure that they can balance upright on one leg for 30 seconds, proper posture. They need to do this at least twice per day. Both legs. Okay? As they can do this, have them progress and continue to challenge the vestibular system. How we continue to challenge them is with an instable surface. By closing their eyes and eliminating the visual field of gaze. Okay? So, make it more difficult. Perform it on whole body vibrations and other great progression. Okay? So, continue to progress them. They’re doing this for 30 seconds in the morning, 30 seconds in the evening.

In addition to that, Superman exercise. Okay? You guys have already learned Superman. Now it’s about implementing and knowing why we’re implementing, right? If the patient is going into flexor dominance, we need to stimulate upright postural extension. We have the vestibulospinal tract. Goes from the vestibular nuclei in the brainstem down to the thoracic spine, and it stimulates upright postural extension. So, when you’re have the patient lying on the ground and then they go up into a Superman, we’re reversing that flexor dominance and we’re going into extension. Okay?

It’s better to do less repetitions and hold this one. If they can hold for 30 seconds, which some of them we’ll have to work up to based upon their current level of fitness. We’ll work up to holding that for 30 seconds. And then from there, 45 seconds. And then from there, a minute. This is going to help build that extension to prevent more flexor dominance, because all of our habits are flexor dominant. Okay?

When it comes to exercises for the visual system, we’re doing near and far. For the vestibular system, one leg balance and Superman exercise. And if I can give one more lifestyle habit… Is this too much or is it-

No. I can’t wait to rewatch this and take notes. Because it’s so practical.

It’s super easy, right? Like these are things that are so simple to implement with what we’re already doing.

Absolutely.

You don’t have to buy all this new equipment. You don’t change your practice completely. Keep doing what you’re doing, and then add these neurologic exercises to supplement the great results that you’re getting to make it more predictable and help the patient keep it longer. Right? That’s what we’re going for here.

Right.

My other recommendation for a lifestyle habit change is to sit on the posture cushion. Okay? Posture cushions are great for structural postural correction, but here’s why I love it for vestibular activation. When I am seated on a normal chair, it does not matter what posture I have. I can’t fall out of the chair. Literally, I can be hunched over. You watch people at a coffee shop, they’re in the worst postures you’ve ever seen. You go to the airport and it’s frightening, right? You see people hunched over their devices in this posture. That’s because they don’t fall out of their chair. Our world allows us to have the worst postures possible without falling over. Okay?

Our vestibular system resists gravity. And so, if we’re seated on an instable surface, if I start to kind of get lazy with my posture and I’m on an instable surface, guess what happens? I might fall off. The reason this is so beneficial is because I might fall off, my vestibular system activates and it brings me back to center. Okay? So, now I’m forced, I’m literally required to use my neurology, and use my posture system to stay upright. Which is what we should be doing, right?

Absolutely.

But our modern world, we don’t have to. I can literally be hunched over like this and not fall over because of my environment. So, if I’m on an instable surface throughout the day, not only am I moving more, which is great for my disc health, which is great for mobility of the joints, but in addition to that, I’m using my neurology. I’m stimulating my vestibular system every time I move, and change my body position in relation to gravity. Okay? In addition to those exercises, give them a posture cushion as part of their posture kit.

And number one, this is a great product to have in your practice, but number two, they need it. Because the chair they’re sitting on, I can already guarantee you is not ergonomically designed to stimulate their neurology. And therefore, their posture is declining at the speed of technology.

Yes, and that’s a whole ‘nother topic. We’ll have to have you back, so we can talk about that. Because I watched your TED talk and I think it was amazing and I want to know more.

Thank you.

Thank you so much for sharing such great gems with us today. Things that we can implement right now. I know you have a certification course for us, for chiropractors, and other healthcare providers as well. As you can see, Dr. Krista knows her stuff. If you want to become certified, get with her. Pick her brain. Ask her questions.

But thank you so much for doing what you do for our profession, Dr. Krista. I really appreciate it.

Of course. It’s a pleasure.

And thank you all for watching today. Make sure you tune in next week to our show. We’ll keep delivering great information to our profession and to everybody out there. Thank you so much for joining us.

Thank you.

Join us each week as we bring you the best in business growth, practice management, social media marketing, networking, leadership, and lots more. If it’s about women in practice and business, you’ll hear it here.

We hope you enjoyed this week’s Facebook Live event. Please like us on Facebook. Comment and share. We look forward to seeing all of you next week for another episode of Empowering Women in Chiropractic. Now, go ahead and hit the share button and tell your friends and colleagues about the show.

Thank you for watching. Have a beautiful day. This has been a ChiroSecure production.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women Chiropractic – 3 Keys to Preventing Missed Appointments – Kim Klapp

And hello, ChiroSecure viewers. Thank you for joining me today. I am Kim Klapp, Founder of Assistants for Chiropractic Excellence. But before I dive into those three keys of preventing missed appointments, I want to take a moment to express my gratitude to ChiroSecure.

I so appreciate how amazing they are. Not only do they sponsor these ChiroSecure Live programs, but they also support the profession in so many other ways. Now we all know that they have the best coverage hands-down, plus exceptional customer service. And really have just tons of fabulous resources.

Now I’m also grateful that you’ve chosen to watch. In addition to my coaching program, I’ve been managing my husband Dr. Tom’s practice in Ann Arbor, Michigan, for 25 years. Go blue. So if you have any questions at all, whether it’s hiring practice systems training, just post it, I’ll be happy to answer it either during today’s show or afterwards.

Now since my ACE course this month is on practice building appointment and recall systems, today I’m going to share with you the three keys to pre-venting missed appointments. Now in case you’re wondering why that’s hyphenated, especially since I have an English degree, let me just tell you.

One of my mantras is pre is key. In other words, I like getting things done beforehand and I always prefer to prevent problems whenever possible. Now as you know, missed appointment tracking wastes your valuable resources, time, energy, and money because it creates a lot of unnecessary tracking. Those follow-up texts, emails, phone calls, postcards, letters, all those things based on someone missing their appointment. Instead, we’d rather take our time and focus on the positive kind of contacts, the kind that build the relationship and further enhance the connection that you have with your clients.

So let’s get started, shall we? Now the first key, as with most topics that I team in ACE, is clarity. And so let’s start with the why? Why do you care about your practice volume? Well, when I ask that question at seminars, I usually get two answers. And the first is, of course, it’s always to help more people, to make a difference. As chiropractic assistants, we want this world to be a healthier, happier place.

And the second reason invariably is to enjoy the law of fair exchange. In other words, to get paid, collect more money, because if you serve out of abundance, it only stands to reason that you’ll receive from that same abundance, as well. So it’s important to realize that practice volume is directly proportional to the number of appointments that you, as a CA, schedule.

And if you plot the stats on a graph together like you see here, your appointments and volume virtually run in tandem. There we go. So if you want your volume to increase, start by increasing the number of appointments, it really is that easy.

Now there’s a caveat, of course, a negative intention always yields a negative result. In other words, it’s wrong to suggest unnecessary appointments. Suggesting to that family with nine kids that the kids should be checked five times this week, I’m not talking about that.

Instead, we’re talking about the right intention, which is keeping patients on their recommended care schedule. And speaking of getting clear, which clients refer others to your office, those who get great results, or those who don’t? Right, it’s the ones who get great results. And who are they? Those that missed their appointments, or those that keep their appointments?

So as CAs, we really want to help people get well and help them stay well, and that translates to one of the primary objectives as a CA, to get patients into the office and get them back according to the doctor’s recommendations.

Now in order to do that, we want to build as many long-term win/win relationships as possible between our practice and the people in our community. And as B. J. Palmer said, “Get the big idea and all else follows.”

So there we are. We want to start with the big picture, I apologize for slide issues, which is why I always starting with getting clear on the doctor’s practice vision, on your office mission, and on your objectives for your patient. And from that point, we want to make sure that all your recommendations and procedures are congruent.

Now only then at that point, that’s where we want to tailor the communications accordingly. So CAs, you want to determine with the doctor, the messages that are important and in alignment with what he or she is teaching your patients. Get clear on what the doctor tells the patients during the consultation, during the chiropractic orientation, and their report of findings.

And then as a CA, you want to reinforce those messages whenever you schedule or recall your clients. Now to help you gain clarity, I recommend six congruence checks. And the first one is your chiropractic schedule. Consider for a moment, how often do you get adjusted? How often do you get your spine checked? Well, based on my lifestyle and stress load, I get checked weekly. But whatever your answer is, why would you want any less for your patients?

We want to realize that people continue to encounter stresses as long as they live, right. So according to a University of Helsinki study, joint degeneration begins on a cellular level, five to seven days after an injury. And after two to three weeks of joint fixation, it takes 18 months for optimal healing. So we don’t want that much time elapsing after subluxation before someone gets care. We don’t want that happening to ourselves, our family, or our patients.

And that’s why in our practice, we recommend that most established clients get checked on a biweekly schedule at a minimum if they’re on a live better goal plan. Because like I just mentioned, we want to prevent the onset of spinal degeneration, and of course, we always want to deal with life’s physical, chemical, and emotional stresses, which just don’t seem to stop.

Now the second congruence check is your family’s chiropractic schedule. Now not only do I schedule an actual appointment day and time each week for myself, happens to be Monday morning at 10 a.m., but for our daughter, as well. Of course, it would be way easier for her dad to simply check her out on our adjusting table at home, but how can I expect other parents to take time out of their busy lives and their hectic schedules to make chiropractic care, and get their kids checked if I don’t make the same effort?

So number three is to do a congruence check on your personal schedule. Do you make and keep all of your appointments? Not just for your adjustments, but for your progress reexaminations and your reevaluation X-rays. What about with your dentist, or your nails, or your hair, for any classes you take, for getting to the office, because how can you possibly expect your clients to be on time and responsible if you’re not with your personal appointment schedule?

Now fourth, do a congruence check on the office appointment schedule. Is your office constantly running behind? Are people always waiting longer than they were told? Because you can only expect your clients to respect their appointment times if everyone in your office does, as well.

And fifth, how about a congruence check on the doctor’s recommendations. Hopefully, your doctor has clear objectives for each client, based on exam findings of how their nervous system is functioning rather than merely basing it on how the patient feels from visit-to-visit.

And sixth, lastly, do a congruence check on your appointment tracking mindset. Some CAs are actually apologetic when they make a missed appointment call, “Sorry to call and bother you,” yuck. It’s not your fault that the patient missed their appointment, is it? You’re not bothering someone when the only way your doctor can help them is if you get them back into the office.

So I believe that missed appointments are really missed opportunities for a miracle. So instead of dreading making missed appointment calls or contacts, get excited about the difference that you can make by helping get that client back on track. And what I find is that clarity and congruence are a couple of reasons why offices can follow the same procedures, but have vastly different results.

Now another reason that you can have vastly different results is empowerment, and that’s our second key. CAs, I really want you to understand that when it comes to patient volume, you make such a huge difference. So start out by expecting patients to schedule, based on the doctor’s recommendation.

And I love this Covey quote, “We tend to get what we expect, both from ourselves and from others. When we expect more, we tend to get more; when we expect less, we tend to get less.” So as a CA, you want to see the patient scheduling according to the doctor’s recommendations. You visualize it, see it perfectly in your mind first because if you expect more compliance, you’ll get more compliance. It really can be that easy. In other words, what you intend to happen, tends to happen.

And once you’re clear on your expectations, the third key is to clearly communicate that to your clients. Now we first communicate the importance of their appointments on their initial phone call to our office during the case history interview. And we find out what the best contact number is, in case they forget an appointment.

So this lets them know upfront that we’re going to be contacting them if they’re late for an appointment. We also find out if email is a good option, or if they prefer a text message, depending on whether they’re glued to their computer or their phone.

Now, of course, automated text and email reminders are by far the simplest way to prevent missed appointments, and we send those out automatically from our practice software every evening for the next day’s appointments. However, for extended visits, those that require more of the doctor’s time, or special equipment like that found in our exam or X-ray room, when we’re scheduling those appointments we ask, “So what number should we use to remind you the night before?” Again, we’re managing their expectations and preventing a problem.

So I’m talking about those key visits for new patients, updates, doctor’s reports, those progress, or exams, or X-rays report of findings, we find it’s actually a good return of investment of our time to make a reminder call instead of just texting or emailing. That way, too, we’re going to get a verbal commitment, which always increases their chance of showing up and further prevents missed appointments. Usually just saying, “So we’ll count on seeing you then, right?” And when they respond, “Yes,” we know they’ll be there.

Now our appointment policies are printed in our welcome booklet. And that’s what we give out at the end of the new patient’s initial visit. It clearly explains that we expect them to keep their appointments. We want them to be crystal clear why the doctor makes the recommendations that they do, and how important it is for them to comply.

Not to mention, exactly what they need to do if they have to change their appointment, including specific steps, the timeframe, and why. We also again, forewarn them that we’re going to contact them as a courtesy if they’re late for an appointment, and the rationale of why we do so.

So CAs, make sure that you’re not sending out mixed messages that can sabotage your success. For example, if a patient calls to cancel an appointment, unfortunately most CAs say something like, “Oh, no problem. Or that’s okay. Or don’t worry about it. Or no big deal.” But I need you to understand that that’s a mixed message because it’s not okay, they need to be concerned, and it’s a big deal to miss appointments. So instead, send a more congruent message such as, “I’m sorry to hear that, or that’s too bad,” before finding out when they can reschedule.

Now another pitfall is when CAs rely on chanced-based communication. For example asking a patient, “Do you want to schedule an appointment?” In which case, the client could answer, “No.” That’s certainly not what we want to hear. Instead, utilize a strategy-based technique, which is asking questions in a way that only allows acceptable responses such as, “Well, the doctor wants to check you again this week, which day is most convenient?” So pay attention to the wording that you’re using at the front desk and on the phone.

And lastly, make sure you equip your team with how to handle all those scheduling obstacles that come up. Even with the best communication strategies, when the patient leaves and says, tries to leave and say, “I’ll call you to set up my next appointment. Or I’m going on vacation, I don’t have insurance, I can’t afford care. I need to base my care on my insurance coverage.”

But you want to be able to handle all those obstacles, and you also want your team to have the right playbook when a patient calls to cancel. Whether it’s because they’re sick, or they feel worse since their last adjustment, they’re too busy, they don’t have childcare, they have car trouble, they’re contagious, there’s a problem with the weather. They tell you they’re not returning for care, or some idiotic medical doctor or PT has advised them to quit care.

So just so you know, that my pat responses for all these scenarios are included in this month’s CA Excellence Coaching Course, but otherwise, again, feel free to craft your own. Make sure you have those tools in your office either way.

Now, of course, these keys will not prevent 100 of missed appointments. I’m so sorry about that, not even in our practice. So because of that, you want to have an effective tracking system. I encourage you to evaluate though, whether your current tracking system, how it’s doing. Find out which types of contacts are the most productive. Are they the texts, or the emails, your postcards, your calls, whatever?

But remember, the definition of insanity is doing the same thing and expecting a different result. So that’s why I encourage you to evaluate your efforts so you can see which type of contact is the most effective for your practice and which ones you may need to scrap.

Again, if you have any questions, just add those to the comments and I’ll be happy to respond whether now or later. And if I can help you in any way, whether you’re looking for this month’s Excellent Coaching on appointment and tracking systems, training for new CAs, hiring systems, or practice systems, please visit my website chiropracticassistants.com. And you can either click or call to email me.

Now I’d love to help your team reach higher levels of excellence, and I’d like to thank ChiroSecure again for providing this forum to increase chiropractic success. Your host next week will be Dr. Janis Hughes, who is absolutely fabulous, so be sure to watch it.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women Chiropractic – 3 Strategies for Growth with Dr. Janice Hughes

Hello and welcome. My name is Dr. Janice Hughes, and I want to welcome you to the most updated show of Growth Without Risk. And I’d like to take this opportunity to, I’m going to introduce myself a little bit and why I’m so honored to be here. An honor to be here to support ChiroSecure and what ChiroSecure and Dr. Stu Hoffman are bringing to all of you within the profession. And I don’t just mean us as chiropractors, my background is definitely as a chiropractor, but for any of us in the health professions, ChiroSecure is focusing on bringing you the latest tools and technology and resources. So, that’s where this show, today’s addition, Growth Without Risk. I’m really honored to be one of the new hosts.

So, what I will be doing is, about every five to six weeks, I will be bringing to you different people interviews, concepts related to growing your professional practice. Now, why I can talk about that or share some insights, I tease that upcoming 2020 is my 30th year in chiropractic. And in some ways it’s gone by in a flash, and in others, I sort of laugh about lots of lessons, life lessons along the way. One of my commitments now to the profession is to share. And part of doing that, my new company with my partners through 2Inspire Women, we’ve been really focused on bringing a lot of free resources and tools to you.

And so through this show, I want to bring some of those, but more importantly, I want to bring you some of the experts that can really talk to you about some tools and things that you can use daily and weekly to grow your practice. Because let’s face it, at the end of the day, not only do we want to grow, we want to help a lot of people, but we also want you doing really well. One of my big areas of focus is making sure that people are thriving in practice.

What I’d love to start with today is just setting up a little bit some of the concepts that I want to be bringing to you over the next number of shows. One of the first pieces is that I really like to describe that every one of you is at a different stage of practice. Now, sometimes I think we feel like we’re alone, like we’re going through some things that no one else understands. But that’s not the case. There’s a lot of great resources and tools available to help at all phases of practice.

What I like to talk about is actually three stages. Number one, and a lot of the about to be grads can relate to this, it’s called that startup phase. But I don’t want you to think that that’s only when you first graduate. In many cases, startup is even your first several years. And there’s a whole set of issues and things that we want to address related to that startup mentality.

Now, we then reach a point. The second phase in practice is what I call striving to thriving. Now, for some of you, that will be within the first several years that things are going well, and yet if you’re not careful, you feel like you’re always on that treadmill or always trying to strive. So, we really want to help shift that to become thriving. And there’s a lot of growth tools and strategies that you can use in that phase.

The third phase is what I like to call sort of that exit strategy stage or mature stage of practice. And it’s really critical that we start to talk about tools and resources for growth at that point because sometimes if we’re not careful, that’s when some challenges occur. We take our eye off the ball or we have some huge wake ups with associates or by the time you go to sell your practice, all of a sudden you realize there’s some things that you could have or should have been doing along the way to better increase the value.

What I want you to understand is that at all three phases, I’m going to describe that I think growth is not just an option. I think growth is critical. And why I say that, I can express in my own 30 years that the more I focused on growth, growing myself even as a person, the more my practice grew, the more my life grew. So, I want you to understand that growth in your professional practice is actually a reflection of you. So, the more we can help you with tools and ideas to expand, to grow yourself, the more you’re going to thrive professionally.

Now, you notice when I said about those three stages, I don’t only mean startup for that first couple of years either because now many of us in practice, we’re doing things like starting up a whole new division of our business. You may be creating an online course, you may be creating new things that are a different division or a different facet of your practice and business. So, in essence, you want to tap back into some of that stirred up energy or mentality, but in a good way, not in a stressful way.

Those are the three different stages of practice. And as I bring different guests over, some of the shows that I’m going to be hosting, I really want to help identify some of their tools or strategies for all three facets. That’s why, for me, this show is about anyone and everyone that’s a health practitioner and our ability to help you grow. Then you hear me use the words tools and strategies, and I wanted to find that a little bit. I personally was never a very analytical person. So, in the early phases of my practice, it was a lot more personality driven or individual driven. And if we’re not careful, many of us build our practices related to that.

So that word strategies, it’s actually how you break down and implement strategies for PR, for marketing. How do we put in place strategies for how we grew or grow an associate, how we hire great staff and team members to work with us? How we build strategies is really going to allow for more growth in your business. Now, there’s going to be different kinds of tools. And I know a lot of times we hear, especially from the practice management concept, that literally hiring a company or one voice to be the tool or the resource for us.

And personally what I find is that the more you can bring in, I’m going to call it multiple tools, multiple resources, the better. So, from my perspective, I like to define things like books, books to help grow your knowledge, books to help grow your concepts. Courses that you can take, seminars that you can take. But one of the traps of professionals is that sometimes we’re using those tools or resources, it’s always like we’re looking for more confidence. And if we’re not careful, then suddenly we’re trying to be at a program or be at something every single weekend or so often that we’re now not creating that balance or that feeling of balance in our family life or our personal life.

So, I like looking for a lot of tools, and I’ll be sharing with you over some of the show some of my recommendations, but also with our different guests. What are the tools that they use, how do they grow themselves? Because I think that gives you something that you can really sink your teeth into and use at home regularly then as well. So I love to think, in terms of my background as a coach, not only am I a chiropractor, I was in private practice for 15 years and then transitioned that practice and sold to one of my amazing associates.

After that, I began to do a lot of coaching and teaching within the profession. And when I say coaching, I think coaching is really unique and distinct and a big part of growth in the growth mentality. Because coaching is a little different than telling people things. It doesn’t mean that a coach isn’t going to share strategies or technologies or tools. But the unique thing about that coaching approach and what I’m going to bring to the show is a lot where I ask you questions or get you to think about certain things.

The more that a coach can ask questions or tap into the things within you, the better. And that really is where a lot of growth opportunity comes from. Not just taking someone else’s system, but really applying it or making it your own. For example, I learned years ago that I could take 10 of you and give every one of you the same strategy or systems. And what would tend to happen is that a couple of you would just thrive with that. You would just skyrocket using those systems. The problem is, is that the other extreme is that a couple would just not see any results or any change at all. And then it sort of [inaudible 00:10:20] somewhere in the middle. So, it tends to almost be like, if I have 10, a little bit like this would happen. Suddenly, one or two at the top are just thriving and a couple at the bottom are not thriving at all.

So, one of the things that’s unique and I want you to recognize is that every one of us is unique and individual. And it doesn’t mean that those systems or what someone is sharing with you or asking you to try doesn’t work, it may not be right for you. So, some of it would be how do we modify that, or what’s within you that we can grow more so you get more results from the things that someone is suggesting to you?

Another key thing that I want to talk about today and really make sure we bring into the different shows is that it’s really key not to just work in the practice. Many of us as chiropractors, we go in, we have a full day or a full shift and we want you thriving and helping a lot of people. But then it’s like we walk away from that and we walk into our full-time life, home life, family life, significant others. Some of you are very involved in the community.

One of the things that I still find is that a lot of times, we’re not necessarily building in the time to work on the business, to work on the practice. And growth of your professional practice, growth of your professional life, and I’m even going to call it your professional business, is really based on you taking some time. And that doesn’t have to be a lot of time, but it’s almost like thinking in terms of becoming an executive, where you look at the facets or the systems in the business. You look at the people, you look at some key aspects of the business that you work on consistently.

The last piece I’d like to share with you is we set up some of my ideas and visions for the show, and I’d love your input on that, by the way. Please, at the end, I’ll give you ways to connect with me. But a really key concept for me is the idea of goals, establishing goals for growth. And it’s interesting, after coaching thousands of chiropractors and other health practitioners, what I find is everyone’s got different ideas, or in some case, baggage about goals. And a little bit of that is that as we have been so goal driven or so goal focused, a real question arises, what if we don’t achieve a goal? Or how about some of you who have set goals and you’re finding that you’re falling short of those or that you don’t feel like you’re completely achieving those things? That’s challenging. So, if we’re not careful, sometimes we get a little skeptical about goals. What I want you to understand is that establishing some goals, or we might even call them objectives for growth, is really critical if we actually want to grow our practice.

I think it was Einstein again that said, “If we keep doing the same things but expect a different outcome, that’s the definition of insanity.” And so, it’s really key for me that we help you come up with some ways to work on your business, to establish some objectives or some goals about growth and then how that relates to actually growing your professional practice. A lot of different things are fair game. We’ll definitely talk about some in the practice tools and strategies. But remember I started this little segment by saying that growing ourselves is actually incredibly critical to grow our practice, to grow our business. And why in closing, I want to share that I think for me, growth is critical. It’s just not an option. It’s just a critical factor in life is that I learned years and years ago from one of my mentors that if you’re not growing, what’s happening is you’re not actually staying the same, but you’re shrinking.

So, everything is either growing or shrinking. I think it’s our illusion that we can stay the same or keep ourselves or our practice or our life in the same place. But what happens is, if you’re not doing some things or setting some ideas and objectives for growth, it’s like you’re actually shrinking. Now, it may not in the short-term impact the numbers, it may not impact the number of people that come in or that you can help and share your skills with. But I’m going to share with you that in the long run it does. Even if it’s from a place of having a look at the practice, the business that you’ve built, if there is not growth in some facets of that, suddenly your practice is not valued as high as if you are continuing to show some growth.

Likewise, I think a lot of personal level fulfillment, if we’re not growing, if we think, “Well, everything’s okay,” or, “I want to keep things the way they are,” what happens is you’re actually shrinking a little bit. Even for some of you listening where we sort of say, “Well, things are good,” fabulous, but if we’re not careful, I’d like to describe that good is the kiss of death of great. So, what I would love to set as the tone for the shows and the segments that ChiroSecure is kind enough to let me hose, I really want us thinking about how do we help growth? How do we help you thrive? And ultimately, I want that not only to be for the sake of the patients that you work with and the staff and the team that you work with, but I want that for you. I want that personally, professionally, and also financially that we have you grow.

What I’d like to do in closing, I’d just like to share how to get ahold of me. We’ll include some of those resources along with the show. Again, my name is Dr. Janice Hughes. I’ve been a chiropractor. I’m celebrating my 30th year in 2020, and you can get ahold of me. My email is Dr. Janice, so just drjanice@2inspirewomen.com, and we’ll include that with the show notes. I also want to mention, by all means, check out 2Inspire Women, our Facebook page. You can reach me through that. Post questions, comments, ask for some things that we could cover, some topics in some of the future sessions. And I’m really happy to entertain all of those.

Again, I just want to close by saying thank you to ChiroSecure for allowing me to become part of the shows and the focus on growth without risk. I also want to let you know to tune in next week because the show is a weekly show where we will have attorney Mike Miscoe joining as the host for that week. So, thank you, and I really appreciate the opportunity to just give you a little bit of a lay of the land or ideas about what I’d like to cover with these segments that I’m going to be doing about growing your professional practice. Thank you again.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.