Empowering Women in Chiropractic – Cultural Competence 101 for the Chiropractor

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

Welcome to ChiroSecure’s weekly show Chiropractic, Connecting People and Communities with this week’s host Dr. Charmaine Herman as Dr. Herman says, and I quote, As an associate professor at Life University and the practicing chiropractor doing upper cervical work. I will be sharing my experiences as a Cultural Competence Trainer with the chiropractic community. And now here’s Dr. Herman.

Thank you, Dr. Stu. Hello everyone. This is Dr. Charmaine Herman at Agape Upper Cervical Health Center in Alpharetta, Georgia. I’m excited about our first session today of cultural competence for the chiropractor CC 101. So let’s go ahead and get started and talk about Colton a little bit about cultural competence, not initially, but we’re going to actually start moving into that topic in later episodes. But initially I want to talk about our goals for today. So our goals for today are let’s move on onto the next slide. All right. So our goals for today is going to be the introduction. I’ll go. I’m going to talk to you a little bit about who I am. I’m also want to talk to you today about a little bit back, uh, back background behind cultural competence, as far as where I’m concerned, and I’m going to move into revealing what this is cystic say about our profession and why cultural competence is a great skillset for a doctor of chiropractic.

So let’s move to the next slide again. My name is Dr. Charmaine Herman. I am originally from St. Andrew’s Jamaica. That’s where I was born. My family immigrated to the United States in 1969. Um, I actually became a naturalized citizens of the United States in 1993. I went to the various schools in New York and my education goes into Tuskegee university in Alabama. And then I graduated from the university of South Carolina with degrees in biology history, a master’s in history and certification in women’s studies. From there, I started working for the department of health in South Carolina, and I worked there for 10 years as a laboratory certification officer, as well as a cultural competence trainer in 2005, I attended Sherman college straight chiropractic at the time and graduated in 2009 with my doctor of chiropractic today. I’m a college professor at life university. I teach in the college of college of chiropractic as well as have a practice here in Alpharetta, Georgia, that I opened in 2013 with my husband.

So to the next slide, I have various roles at life university that come in contact with the need for cultural competence and diversity issues. Again, I said, I’m associate professor in the college of, in the division of clinical sciences. I’m also secretary for the diversity committee. Uh, I work as chiropractic liaison to the office of diversity equity and inclusion. I’m also the developer of the cultural competence training module that the office of diversity equity and inclusion uses on campus. And I’m also a trainer for that work. Um, in addition to that, I am the co-advisor for the student American Cairo black chiropractic association, our life university chapter on campus. And I’m a member of the black affairs council at LACC university. So let’s move on again to the next slide where I can get more into where cultural competence became part of my life. Well as a, um, employee for the South Carolina department of health, some issues occurred and I had have to become privy to working in regulations.

When we get a regulation, we have to Institute within the state, which can be sometimes challenging based upon culture. For example, the directive came down that burning rubber was no longer allowed. So working for a state agency, I’m glad I was not one of those officers who had to do this, but a lot of officers had to go up into the mountain areas of South Carolina to inform people who’ve lived there for generations, that they will no longer allow to burn a rubber. Uh, this was not a happy situation. Many of our officers were met with rifles and threatened for trespassing, um, because there was something missing in their, um, communication with the people that lived in that area. We also had the issue with, um, our home health nurses being receiving quite a bit of complaints because they tended to call their patients by their first name, which is considered very disrespectful, especially in many African American communities.

So there were a lot of complaints coming in because of our officers and our nurses doing their job, but again, not doing it in a way that could have been culturally competent taken in account the cultures that they were actually working with. So the directive next came down that each department had to be trained in cultural competence. So they asked for volunteers and I volunteered and was trained to be a cultural competence trainer for my department. So that’s how I initially got into cultural competence at the state agency level, as far as being involved in cultural competence as a chiropractor, no one ever mentioned that to me as I wasn’t a student, but it so happened that my love for research kind of pointed me in that direction. So in the next


Discuss how I actually started doing research on one topic and stumbled upon an article written by Dr. Claire Johnson and Dr. Bart green, entitled diversity in the chiropractic profession preparing for 2050. This article really, um, peaked my curiosity as far as what they were saying that we as chiropractors need to do to be prepared for 2050. So this is where I read this article and it started to talk about cultural competence, his conclusions on the next slide. I talk about this articles, conclusions. The conclusions were that the chiropractors were way behind gender and race diversity compared to other health practitioners. We were way behind the numbers, especially as our population was growing. There were not enough chiropractors in a diverse, um, in diverse numbers is not enough female chiropractors when they compared us to the other health professionals. And their final conclusion was that the chiropractic profession urgently needs to develop and implement strategies to address issues of diversity and cultural competence in order to prepare for the inevitable changes by the year 2050.

So again, these were things that peaked my attention because having been a cultural competence trainer, having, having been a woman of color and understanding the importance of diversity and the need for diversity, uh, and my position many times, I’m the only woman or the only woman of color in many meetings. When I worked for the department of health, when I went to EPA meetings and things like that, I saw that quite a bit as well as when I was at, at, um, Sherman college and in my undergraduate education. So I understood the importance for diversity in the professional field. So in the next slide, I’m going to discuss just what happened next, because my curiosity got piqued so much that I, um, applied for a grant. So the office of research and scholar Scholastic activity on campus, and I was given a research grant to research the whole idea of cultural competence and that research article, our research was entitled educating the 21st century doctor of chiropractic a two-year study to research the design pilot and evaluate the feasibility of integrating cultural competence into the doctor of chiropractic curriculum at life university.

And that was pretty interesting just to start doing that retreat research. It’s a two year process. I’m still writing information, learning more. As I continue through the process, though, the grant has been finished, I’m still still working on this project. So I’ve used that information to feed into the information I’ll use to work with you guys, as far as why cultural competence is going to be important as we move forward in the doctor of chiropractic profession. So the next slide, I want to talk about the numbers. What do the statistics say about chiropractic? Where are we as a profession? Um, how can we do better and what areas do we need to, but to, to do better in, so onto the next slide, when we look at our numbers, our numbers are definitely increasing looking at the numbers from the federal chiropractic licensing board, uh, who actually gets all the numbers from the state chiropractic licensing boards.

We can see the number of chiropractors that are licensed in our country continues to increase. In 2000. We were at 80,000 doctors of chiropractic in 2017. We’re at 96,000 doctors of chiropractic. That’s not a lot when you look at the scheme of our population, but we definitely see our numbers are going up the 2000, 19, 2020 numbers. However, it’s still being tallied. So I don’t have a final number on that, but at my last count, it was at 91,000 doctors of chiropractic. So with COVID, some things have, um, um, a lot of other agencies haven’t reported as well as they could have as they have done in the past. So hopefully in the near future, we’ll find out the final numbers for 2019, 2020. I do want to make a comment that the board of chiropractic examiners in most States, if not every state do not take an account, the gender or the race of the chiropractor, that’s registered for a license there.

So that’s some data that actually is missing that we can actually use when looking at our numbers as doctors of chiropractic serving our country in the next slide, I’ll look at some data coming from the national Institute of health, where they talk about how many people have actually seen chiropractors in the last 20 years, I would say from 2002, up until 2017, according to their data, 8.4% of the United States adults. That’s about 19.4 million have used chiropractic or osteopathic manipulation between 2002 and 2012 in also 9.5 United States. Adults use chiropractic, I’m sorry, use yoga between 2002 to 2012. When we look our chiropractic numbers in 2012, 9.1, us adults actually use the chiropractor. And in 2017, it was up to 10.3% of adults in the United States actually use chiropractic. One thing was documented in their research was that non-Hispanic white adults were more likely to use yoga, meditation and chiropractors compared to Hispanic and non-Hispanic black adults.

So even the NIH is looking at how our numbers affect all communities in our country. On the next slide, I want to discuss where we are as far as our percentage by gender. And if we look at our presenters of chiropractics by gender, that number is definitely increasing. Now at this data came from the NBC, the national board of chiropractic examiners practice analysis of chiropractic, um, document that they just released for 2020. You can obtain this on their website and BCE that orgy, and they are looking at these numbers. We’ll adjust those from the doctors that participated in the surveys that they sent out in 2019. So it’s not a large number of chiropractors. It’s not the 92,000 chiropractors that have been surveyed to look at these numbers, but it’s a smaller, um, research that, that shows that we still see increasing numbers of female chiropractors in reference to male chiropractors into in 1991, we had 86.7% male chiropractors, 13.3% female chiropractors.

In 2019, we have 67% male chiropractors and 31% female chiropractors. So the numbers have definitely come closer together with female chiropractics being about half the number of male chiropractics co-occur chiropractors. We also see that with, um, enrollment in chiropractic colleges at life university, our enrollment is about 51 49 male to female, as far as enrollment of chiropractic students, male to female. So we do see that changing and having changed over the time. So let’s move on to the next slide and talk about a percentage of chiropractors based upon race. Um, these are separate data. Um, one is from the study that I read in 2019 with Dr. Johnson and Dr. Green. And that shows that 10%, I’m sorry, 85% of chiropractors were white compared to, um, 0.8% at the time being black or African-American, um, 1% being Hispanic or Latino. I’m sorry. Two point I’m sorry.

2.6% is being Asian and 4% being 0.4% being African-American in 2019. Again, this number comes from the NBCE research study. Um, I’m sorry for chiropractic that they did it for 2020, and they found that 90.8 of their respondents to their survey were white chiropractors. 1.6% were black or African-American. Um, 3% were Hispanic or Latino. 2% were Asian or Pacific Islanders, 1% native American, and 1.7% were other compared to the 10.2% of other back in 2012. So our, the numbers are changing, um, for African-American chiropractors. It seemed to have doubled, but again, the sample size is not, again that 96 or 92,000 chiropractors listed on the faculty. I’m sorry to the federal chiropractic licensing board site. So again, it’s a smaller sample size, but again, we’re seeing again, the majority is still going to be the white chiropractor in the United States because of the numbers that are already there on the next slide.

It shows that the most common race, ethnicity, and gender combination for college of chiropractic graduates in 2016 also showed that white males received 1098 chiropractic degrees, white females, 694 chiropractic degrees, and our Hispanic Latino male received 89 degrees from the 89 degrees from the deck from the college of CA from colleges of chiropractic. So again, um, this again matches pretty much our population, what the numbers look like. I always, what was the big deal between, um, why we needed to have a change in the number of people that we see, because I think that’s going to be important, uh, not a big deal, but I, it was always concerning to me. How many people have actually seen a chiropractor? Cause I know when I was growing up, I never saw a chiropractor. I never saw a chiropractic office. I didn’t know what a chiropractor was till I was a late in my thirties and I already had a master’s degree before I actually knew what a chiropractor was as someone else had to introduce them to me.

So when we talk about our numbers and who we see, I go back to a quote from BJ Palmer. And on the next slide we did Palmer talks about, uh, seeing the world, regardless of who or who the person is or how they look VJ said, give me a spine, not a color of the skin, but give me a spine. And I’ll set the world on fire. That was an amazing comment from him. And I wanted to see, have we actually started to set the world on fire. We see 10% of the population. Um, how much of that population have we seen in other who are in other communities, um, underrepresented communities in our country. So on the next slide I go into talking about just that from that previous research study with Dr. Johnson, Dr. Green, they actually looked at those numbers and they found that chiropractors in 2012.

So 12.5% of white, the white population, as far as being part of that 10% back then. Um, but we’re seeing negative as far as other communities, especially minority communities, net negative 11.7% blacks. And African-Americans five negative 5.2 Hispanic, Asian negative 2.4 and native American negative 0.5. So there is a definite disparity, as far as us bringing chiropractic to the world, as far as the patients that we actually see and careful. So moving on to that, I said, well, they’re talking about what’s going to happen in 2050. So based upon the 2010 us census, the numbers of our population are definitely shifting. So what we’re looking for in 2050 is a decrease in the minority population, I’m sorry, in the majority population and increase in the, in the minority populations. So what we see here is estimated at 51% white Americans, 24% Hispanic, Latino Americans, 12% African-American or black Americans, 8% Asian Pacific Islanders, and 2% eight native Americans.

So we’re seeing a shift in our population that there is estimating by 2050 that our minority populations are going to be called emerging majority populations because they’re going to have larger increases in their growth. So looking at this information, I go into the next side. It tells me that chiropractors, we need new skillsets. We need new to help us reach the emerging majority that are coming into the world, being born into the world who have no idea what chiropractic is even with 96,000 chiropractors or 91,000 chiropractors. So few people actually know what chiropractic actually is. So this is going to be an important time for chiropractic to consider advanced training, whether cultural competence training or the diversity training, even global marketing in order to better reach the masses of people who need to know the advantages and the benefits that chiropractic can give them. So this is just the beginning of, um, this, these episodes of teaching.

So in the next episode, so on the next slide, I’m going to get more into exactly what cultural competence is not. And I do that because I’ve found even in training, people have preconceived notions of cultural competence. So I like to go and explain the exactly what it is not. And then we can get into actually what it is. I also want to talk about culture. I want to define culture and defined what is culture. Let’s talk about that and have that conversation. So that’s all for today. So hopefully you’ll join me for the next episode next month, or I’ll talk more about chiropractic and what cultural competence actually is. So thank you for your time and especially thank you to ChiroScure for actually offering these opportunities next week, stay tuned for doctor and core for cash. Who’s going to speak to you about his experience in our chiropractic community. Thank you again and have a great day.

Empowering Women in Chiropractic – “Encourage Change” F4CP

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

And we’re live.

Welcome everyone to ChiroSecure’s Facebook live. I’m Dr. Sherry McAllister, the president of the Foundation for Chiropractic Progress. And I have so much information I’m excited to give to you today. It’s really about Chance. Now think about that word just for a moment Chance. What does that mean? It means there’s opportunity for success is a chance and there’s opportunity for failure. Well, today we will not let you fail at the Foundation for Chiropractic progress. We are United profession, all about making change progress and the entire profession can benefit in today’s webinar is going to be no different than that. I want to first start off with how I always do those that are supporting us to make fantastic opportunities happen. Cairo secure is definitely one of them and we can’t do this without them. It’s this sponsorship that helps us make progress throughout the year.

Well, let’s talk about three practice building opportunities for success. There are three today. It’s going to be fun. It’s going to be fast and we’re going to move through this material furiously. So stay with me as we build the chance for change. What does that really look like? Let me tell you a little story that happened on the weekend. And one of it is involved with the roadmap. My husband and I were on a hike and it was behind a winery and there was a beautiful path. And I said to him, let’s take it. And it just kept going down and down and down. And it was beautiful. I mean, pristine, gorgeous as a summit to a mountain, but all of a sudden, my husband said, the farther you go down, the harder it is to go back up. If this is not a loop.

And finally I thought to myself, he’s right, this is going to be quite a climb to go back up. And it was that moment that I wished I had gone back into the winery and said, is there a roadmap so that I knew it was a circle because it would have been a lot more fun knowing where I was going. So that’s opportunity. Number one, the monthly marketing roadmap. So what exactly am I talking about? Well, there is a wise man who once said, think about this. A roadmap is a GPS, and we’re going to use the word nowhere when someone has lost their first responses, I’m nowhere. They have no coordinates. They have no idea where they are. Well, when you have a marketing roadmap in place for your entire clinic to use, everybody knows their GPS coordinates. In fact, you go from the word nowhere to now here, same word, just split.

And that’s what the marketing roadmap is. Your dollars in marketing need to make sense, just like everything else you do. Whether it’s treating the patient, you use best practices or how much money you’re going to spend on supplies for your practice. The dollars have to make sense. And that’s why you cannot forget how important marketing is to your practice. This is how the public sees you. And we want that public to see you as the expert in your community. Therefore, a marketing roadmap is imperative to success. And that’s why I like to think April is a perfect opportunity to spring into that. We’re now in March. So having a roadmap ready to go for April is absolutely imperative. And as we go through and show you a little bit about this roadmap, what do you want in your roadmap? Well, you want to have it laid out. So the entire staff knows week by week. What’s going to happen. And so let’s just go to week two. As an example, you have a strategy and you have an action step. And as you can see right here, pump up your progress webinars and social media. You want to be consistent and persistent in reaching out, not only in your marketplace, by your patients currently, but also on your social media networks, the more they see you, the more comfortable they are with the materials that people are providing.

But also recall that when they see,

See you on social media, they can refer their friends and family. And we all love that the best patients are the patients that are referred to you. And I know as you sit watching this Facebook live right now, that’s the drill that you want. You want the patients that already love you, referring their friends and family. Now, one piece of this is the second part. You will see. We have a brand new resource and it’s called the CA handbook. And I want to let you know that that CA handbook is going to be imperative. As you spring, clean your practice. That’s right. I said, we’re going to spring, clean our practice. Remember this is a chance for change. And as we go into April, we want to change the things that are not working. We want to build on what is working. And we want to advance our chiropractic messaging so that everyone in your neighborhood is going to be benefiting from the information here.

So one piece of that is your front desk. When was the last time you sat down with your front office staff to talk about procedures, don’t worry. We have you. We know that it takes time and it takes materials to have the front desk, which by the way, is the first thing someone sees. So let’s say that patient that loves you, refers their friend. And that really knows nothing about you, but the social media posts that you do or that, that person that referred says, you’re the greatest thing they’ve ever ever had in healthcare. Well, that friend walks in and guess who they walk into first? That’s right. It’s your front desk. And that front desk needs to be armed with best practice procedures. What does that look like? That’s where the chiropractic assistants handbook comes in because an assistant handbook tells you the best ways to handle what’s going to be happening.

And I want to share with you with that table of contents, it looks like here we are. There’s nine chapters. Do you know what that means? There’s nine opportunities to you. Sit down with your staff, take them for coffee, take them for lunch, go through each one. Don’t make it mandatory reading to do all of it. Cause I will tell you just like you and I, if we’re given Kirkcaldy Willis’s book, we’re not going to digest it all in one, sit down, we’re going to have to go through it chapter by chapter. There’s no better way to change your practice for success than talking it through with your staff because your staff are you. They’re the first people that are going to be introduced to your outstanding practice as we go through. What if you think of hiring a chiropractic assistant? Because now is the time we have been through a pandemic and some have left and gone on to other jobs.

And you may be thinking about hiring that next chiropractic assistant, do it with quality in mind. And then look at all the pieces that come with hiring a new chiropractic assistant chapter nine will tell you what you should be looking for. So know that we have you because part of this is making it easy. If your marketing dollars are complex, they won’t get done. So one piece of this, let’s just talk about something very simple telephone, etiquette, 10 steps to the best way to answer the phone. Let’s just go to number six, smile at the collar. You will be surprised even at yourself when you’re talking to a patient, if you start smiling, now I’m smiling right now and you can tell my voice changed. I’m excited. I’m excited to be with you and I’m enthusiastic and cheerful to be able to serve patients. And that’s one of the things that we want our front desk and our front office staff to always think about 10 steps to answering the phone with the best opportunity for success.

It seems simple. Now, what words would you not want your staff to use? Have you everyone thought about it? Well, let’s look at this next slide because the reality is you have a caller on the call and that first 15 seconds of every phone call is actually crucial to your image. So why wouldn’t you take the time to sit down with your front office and all of your staff and ask them not to use certain words, for example, please approve this paperwork. That’s a better way than saying sign here. These are small, but they’re imperative to how your practice feels when a patient’s there. If your patient says something out loud and says, Oh, that’s an old patient. Well, we all know what that means, but what we really want to say is that’s an established patient. Now, if you’re talking to your patient, you don’t say, do you understand?

Because it can actually come off kind of well harsh. How about we say, how do you feel about this? So we get their input. It’s softer. It’s the approach that makes people feel confident in the care that they’re receiving. And if you start taking the chance for change, your clinic will spring into action. This spring in chapter seven, it’s part of ancillary services. What do you offer in your office? And how do you want your, your office staff to talk about them in this example, right here, it’s ultrasound. Some CAS. If you go to them right now and you ask what is ultrasound, they have no idea. If a patient asks, they’re not going to make you look good. So we want to make sure that our staff really does understand what we’re doing and why we’re doing it. And sometimes we get so busy in what we’re doing.

We forget that there’s a whole staff supporting us. And when we talk about the patient, I want to give you a story. That is a true story. In my practice. I went through this script of talking to patients on the phone. It may only take you a minute, but he could save you. Thousands of dollars. One of them was a patient that called and it was an established patient that got into a motor vehicle accident. We had just run through this script with the staff, answering the phone and not just getting the established patient in, but that next extra question, which is crucial for success. Was there anybody else in the car that we could schedule is your office staff asking that question? You may think they are, but you want to remind them because we all get busy. And this is an important question.

There happened to be six people in that car. And that means six more visitors to my office, all of them scheduled. And that’s what we want to make sure that we think about as we move our practice into the spring and to change webinars. Why are webinars important? Well, you can see there’s two colors on the screen. One is blue and one is green. One is for the doctor to sharpen their saw. Now these are short, right to the point, webinars, corporate wellness in the pandemic world. Why is that important to you? You want to be on the latest, greatest information that’s out there and you want to be able to use it for your best interest. So you will learn something about how the corporations are looking at wellness and you might have a human resource individual walk into your office and you start talking to them about what is their corporation doing for wellness care.

You never know where questions will go. These are great for you to take a lunch break and just spend some time eating your lunch and updating your skillset. There’s also a green one here in that green one is for your office staff. All you ever wanted to know about the chiropractic manipulative treatment, the CMT codes, but we’re afraid to ask having your front desk in your office, watching these webinars means that they’re going to come back to you with questions. And that opens up conversations on how you do things and what the best practice for your office is. If you’re a silver member with the foundation for chiropractic progress, these are on demand. So watch for them utilize them because what they do is sharpen your clinical skillsets and office procedures. We have one for both, one for you and one for your CA webinar recordings are important because now if you’re still remember, you can go back and say, you know what?

I missed the relevant rehabs for headaches, when to treat and when to refer, you can go back and watch those. They’re all there for you. I will tell you the discounts, preventing legal issues, getting paid the right way, huge success. If you missed it, if you’re a silver member, go back and watch it. It was outstanding. And we got huge accolades on that one. As you see the road is broke in this, now you get to choose. Are you going to go left? Are you going to go right? How am I going to ensure that my dollars are working for me, monthly marketing roadmaps. You have to do them. If you’re not doing them yourself, join the foundation, make your own with us. That’s already made for you. And you just have to implement with your staff, having a CA handbook that you can actually share with your CAS, make it a point point of conversation and make maybe every week, just one or two pages out of it.

It’s an excellent way to ensure all best practice etiquettes are being put into place and last your third option for optimizing your success. The webinars, because all of us have that moment where we feel a little deflated. I mean, we’ve worked through an epidemic and we’ve worked through a pandemic and these are opportunities to fill yourself back up with chiropractic. Goodness, speaking of chiropractic, goodness, we have the FRCP updates. This is a moment where I can just share with you what the profession, as a unified voice across the nation is doing. First and foremost, you already know there is an Olympic commercial going to be aired five times. That’s 32nd TV commercial during the Tokyo Olympics this summer. In fact, because we’re in a pandemic and there’s not going to be the ability to have multitude of audiences live. This has been noted as the most epically watched Olympics in history because everybody needs to feel cheerful and excited to watch their gold opportunities come to fruition.

And that’s why we want you to be part of this. And the foundation is so excited because we know from what they’ve already told us, a minimum of 204 million people will watch that 32nd commercial get excited for the first time in history that there’s a limbic athletes that are going to showcase their very best. And what’s really interesting and exciting. Those athletes are speaking for us. We’ll get this right on your screen. Andre Cussan for many years, I competed in one of the most stressful events of track and field, the a hundred meter dash. I can truly say that chiropractic care aided me in becoming one of the best in the world. In the dash. I recently suffered a series of severe strokes. Once again, chiropractic care has been essential in my road to a hundred percent recovery through channeling my nervous system in ways that traditional medicine has not.

I fully support chiropractic care for everyone. Now, remember, as we lead up until the Olympics, we’re going to outline three Olympic athletes each month for you to utilize there’s posters, there’s social media testimonies. And I encourage you to use these the way that are fit for you. This is a unified profession that is showcasing the benefits of chiropractic care in optimizing performance. Yes, we do a fabulous job of pain, but this is about performance. And if you have a spine, chiropractic is fine. And that’s one of the things that I think is going to be a really nice next future. Remember, there are videos available for you to watch, and I’m not going to show them here, cause I want you to go to our Facebook page and find some of them that are already there. We have Deedee Trotter, there’s a whole host of them, and I’m really excited to actually be able to showcase them throughout the nation each month.

Because when someone speaks for you, it’s a thousand times stronger than us speaking for ourselves. Hi, I’m D D D D Trotter wants to talk, but we’re going to, we’re going to just bypass that and get onto some of the other things that are extraordinarily exciting. This is the fittest man alive, Rich Froning CrossFit games are starting up again, which for many of them haven’t been, they’ve been trying to keep up their training in the last year when they couldn’t even go to the gym, imagine how exciting it’s going to be when they all get together. And they all start talking and this podcast go out. The adjusted reality, trusted by the adjusted and the fittest man in the world is there to showcase how he keeps himself in top shape. And if you’ve ever watched CrossFit games and I was lucky enough to be part of one of the regional championships, it’s intense and it really does need chiropractic because the events that they go through maximize their biomechanic potentials in like the Olympics.

They’re going to need a fine tuning for optimum performance. And that’s why sharing these with your patients. Hey, I’ve got this great podcast. It’s called adjusted reality. It’s about the fittest man in the live. He weaves gently chiropractic back into it, but don’t, don’t underestimate the power of gentle because it’s coming from him. Our whole purpose to the adjusted reality podcast is getting people familiar with what it is. Now. We have posters that come out to these posters are fabulous to share with your high school. Maybe there’s an elementary school. Maybe there is a community outreach that you can share and give these posters away as a thank you for those that are involved in making chiropractic part of their lives. So I’d love to share these stories. And you remember when you touch someone in the Olympic dream or in the athletic world, you never know how far they will go. And you never know the experience that they’re going to have. And I say that because I want you to listen to Dr. Erica Whitter Davis. When her podcast comes up, her story is very touching and she is the person that’s in the commercial, the Olympic commercial.

Ideally our podcasts are meant to engage with healthcare providers, influencers, and celebrities, and one of the best. So far of Deepak Chopra and Heidi havoc and train your brain out of pain. Remember, we’re trying to get the whole gamut up to a hundred million. People are suffering in America right now with chronic pain. This podcast could help them. If anything, if your patient listens to it and they love it, they’ll share with a patient, a potential patient in the future, and guess who they’re going to come see you. That’s what we want. We want everyone in the nation to see a chiropractor and to find the reason why. Well, there’s five reasons to train your brain out of pain and spinal movement is part of it and who best but you to see them. Now, one of the things that makes me always look back to the foundation’s progress is are the dollars working for you?

There’s people that have told me I’ve spent $500 a month on a service. Let me ask you, this is your marketing service, giving you an annual report, telling you where your name is showed up. How many times it showed up national recognition rebutting some of the false information in the media about chiropractic. In fact, it was last week that I wrote to Harvard talking to them about their wellness report. That said, if you want to get a spinal manipulative therapy, you can see your medical doctor because it’s more likely that it will be paid. Now, if you’re sitting there in shock, it’s a true story. The reality is the national insurance data provided to me, is that less than 3% of spinal manipulative therapy is done by an osteopath. That’s not a shocker. 97% of chiropractic adjustments are done by chiropractors. That means 97% of spinal manipulative therapy is done by a chiropractor.

So why would Harvard put that in their letter is your marketing dollars going to rebutting? This type of false information are your marketing dollars doing ads and commercials and getting you 204 million people are your marketing dollars being spent, putting together white papers, infographics, and social media responses with Olympic athletes. Because if they’re not, the foundation is here for you and your membership is what drives a unified voice across the nation. In fact, I’d even go across the world. As we get world leaders joining the foundation, because they see the quality of our white papers. They see the quality of our electronic books that we send out our handbooks for CAS. This is why it’s so important for us to be able to unify our voice with a national progressive communication pattern. What are the benefits of chiropractic and how do they work? And last but not least as we go through and look at those marketing dollars, it helps your front desk and it helps your patients.

Once they’re educated, there’s no telling where they’re going to take their education. And that’s why your marketing dollars have to be committed to a outstanding source. That is ethical, that is capable of best practices. That’s looking at the research. One last story. Before I end today, there was a research paper that came out, talking about non-con coordinate care for low back pain. And the foundation looked at that research by Stevens and in the JAMA open network and thought about how are we going to get this out to the consumers to understand how are we going to get it out to the healthcare providers, to understand what did the research actually say? Well, we’re putting it in everything we can put it in. We’re pitching the story. The reality is how a patient is dealt with at the primary care physician level for medical doctors can actually affect the outcome of going from acute low back pain to chronic low back pain.

If they’re not following the guidelines, which we know are non-pharmacological options, 30% of them are going to go on to chronic low back pain because they were handled wrong in the first place. So we need the healthcare providers out there to understand that non-pharmacological options, especially chiropractic care can be very efficacious in ensuring that a patient with acute low back pain does not end up is that 30% statistics because non-con coordinate guidelines were followed. It means that we have an opportunity to share with the consumers that if your low back pain is not dealt properly with when it’s acute, it can end up being a lifelong issue, chronic low back pain. None of us want that. And that’s why the foundation is so happy to take on the research and share it with consumers. Share it with you so that you can educate the healthcare providers in your neighborhood on what non-con coordinate care looks like.

It looks like a 30% failure for that patient. We don’t want anyone in that area last but not least. First. I want to thank you. If you have any marketing questions, Alexis Lenos is our marketing director. She is more than thrilled to be able to help you answer more marketing questions last don’t miss next week, Dr. Judd’s Randall outstanding. Make sure you make the next Tuesday’s Facebook live. I want to thank all of you for joining me today. Take the chance to make the change spring into action. The spring, clean up your protocols, use best practices and make sure that the foundation is part of your arsenal to make progress happen across the nation. Thank you so much. We will see you next month.

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

Empowering Women in Chiropractic – Getting Back Out Into the Community – Cathy Wendland-Colby

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

Hi, I’m Dr. Colby with Empowering Women in Chiropractic, and I’m super excited to talk to you this week about getting back out into your community. Listen, if you’re like me and you’ve built your practice by community involvement, this last year has been such a challenge because if you’re not out there interacting with people in your community, and you’re not out there meeting people, and you’re not out there going to networking events or business luncheons or lunch and learns, or after hours or doing screenings, then how are you staying engaged with your community? Number one, and number two, how is your community getting the information that they need so that they can make better choices when it comes to their health and their family’s health? So today let’s really dig in because as things are starting to open around the country, it’s time for you to start getting back out there so that you can have the positive impact on your community that you had been having for many, many years.

And maybe you were having a little bit of an impact, but not as much as you wanted for the last year doing the plan DEMEC, but now it’s time to get out there and wake people from the great reset and start getting them to a better understanding of where health comes from and what they can do to empower themselves and their family members to take charge of their health. So let’s think about this. What are some of the opportunities that are going on right now in your community? Well, of course it depends on what state you’re located in, because some States like down here in Florida, where I happen to be for the weekend, spending time with some Chiro, girlfriends, and really masterminding and working on some great life-changing altering empowering strategies and skills, things are open and it looks almost like business as usual in Atlanta where I practice, same thing, things are open and some of the events are starting to get scheduled.

They’re not happening yet, but they’re starting to get scheduled. But in New York where I also hold the license, not the same, not at all, a lot of the people that I know there are still afraid to leave their house. They’re still concerned. They’re still being brainwashed by the media. So what ever is going on in your community and in your state is obviously going to set the tone for what type of events are available for you to get out in the public. So let’s think about this in the past. What kind of community participation did you have or what kind of community participation did you want to be a part of? And now it’s time to start looking and creating new that you can use to really get yourself out there. So perhaps the big events that you used to participate in are no longer happening for me.

Those were humongous concerts where I was the MC and we had a booth and we were doing spinal screenings and scoliosis screenings. And sometimes we did nerve scans or posture analysis, or sometimes we did touch and tell. We did lots of different things at these huge concerts, where we had 8,000 to 15,000 people sometimes. And we had when your rock festivals and we had, um, spring flings, involved festivals, you get the idea, lots of different events going on in my community. And none of that has happened in a year, but it’s starting back up this summer. So we have to be prepared to attack it from a better angle. But what if you had some Friday night lives going on in your community, or you had networking groups that haven’t met in a long time, and they’re just starting to put the feelers out and see, are there people that want to get back involved?

So in that situation, you’ve really got to look around your community and find opportunities. Maybe they were easy before, but you need to find them now. So find the opportunities like a women’s business, get together. Even if it’s online, even if it’s a zoom call or a webinar or a Facebook group where people can get together and chat, find those opportunities in your community. Look through the local Facebook groups, look through the local Instagram accounts that are doing things in your community and find different ways through social media, where you can be social and then turn those eventually into personal face-to-face contacts. Then look at your local community magazine or newsletter or e-blast, or your local communities, Facebook pages, or Instagram pages to see what smaller events are going on and having you can participate in those. And maybe you might choose to start one up.

If there’s nothing going on, maybe you want to do a women wine and wellness event hosted at your office or hosted at one of the local restaurants that you want to help drive business back to, and then invite some other businesses owned by women that can come and participate and share with their clients and their customers so that you can get more women together in one space where you can give a talk about health healing and where health comes from. It’s a chiropractic talk, but you’re going to wrap it in a women wine and wellness package. Or you can go do a moms talk or because maybe in your community schools are just getting back into face-to-face or there’s people who are transitioning out of the digital learning and going into the face-to-face. So maybe you might want to do a moms group where you can talk about how to keep your family healthy as your kids transition back into.

Face-to-face see, there’s so many opportunities that you can don’t just wait, right? Don’t wait for them. Create them. Don’t wait for somebody else to open things up. Don’t wait for somebody else to say, Hey, let’s get the world spinning again. You’ll be the one to start the spin, start the spin. Start spinning that ball. Start spinning that globe. Start getting the world to spin and start getting your community to start functioning and moving and connecting and getting together and be the person that’s there to offer information. Listen, one of the things that I’ve always taught, the doctors that I have the privilege of teaching at the universities and that come into my office and that that train with me is that you don’t necessarily have to give people the answers you want to lead them to the questions. And as you lead them to the questions you lead them to the next best question.

And then when they’ve worked through that question, it’s going to naturally lead them to the next best question. It’s a sales tactic. And when you’re trying to sell somebody, this item up here, and maybe they came into your business, looking for this item down here, but you want to bring them to a greater understanding and a greater understanding and a greater understanding. Then you start to move them and shift them into how do I get you to transition from down here to way up here? Well, I need to bring you one level up. I can’t take you from here to here. It’s too much of a jump, but if I can bring you one level up, one level up, one level up, then we start to get people to think better. Thoughts, ask better questions, look for better information, seek out more opportunities and more information that’s going to help them.

So when you’re talking to people, if you’re giving a presentation or you’re hosting a women’s event, or if you’re participating in a women’s networking or entrepreneurial event, then you want to help raise questions for people. One of the things that I always do during the screening is I teach our interns and our students and our associate docs to never ask a yes or no question. It’s too simple because the gut reaction to somebody walking past you at an outdoor event, you say, no, thanks. And you know, cause you’ve done it too. But if you ask them a question that does not warrant a yes or no answer, it forces the brain to have to shift gears, stop and think for a minute. So rather than asking someone at a screening, do you want to get your spine checked or do you want to have your children check for scoliosis?

That’s too easy to say. No, thanks. And keep moving on. Shift it to become a when question, when was the last time you had your spine checked the brain of the listener shifts into a different gear. Because now they’re thinking, when was the last time I had my spine chat? Or when was the last time your children have been checked for scoliosis? How long has it been since your child has been checked for scoliosis that causes the brain to automatically look for that answer and in that split second where they don’t just automatically say, no, thanks. I’m good. When the brain goes into, how long has it been? There’s your opportunity to engage with the person? Because in that moment where the brain is thinking, how long has it been? You’d say, I can tell by your face, it’s been a really long time. Listen, we can get your daughter to check right here.

It only takes two minutes. It doesn’t hurt. It’s completely free. And you’re going to do it with me so that you can see exactly what I’m looking at so that you understand the markings and the, and the structural markings that I’m looking at to determine if your daughter’s posture is within normal limits or might need some further investigation. It’s that simple, but we complicate it. So instead of waiting for the screenings to open back up, instead of waiting for the businesses to open back up, instead of waiting for the concerts or whatever events you had in your community to open back up, start creating them, start reaching out to the other women, owned businesses or other small businesses that, you know, it might be physical therapists. It might be massage therapists. It might be personal trainers. It might be a functional neurologist. It might be somebody who does nutrition or somebody who does a natural supplements or one of the water purifying systems or natural makeup products, whatever it is that resonates with you and the target market that you’re looking to reach combined with those people, combined with the businesses of people who would like to use those services so that together you can reach more people and you can have a greater impact.

And when you do that, you start to create the opportunities that are going to expose you to more people and vice versa, expose more people to you so that those people can get an understanding of what it is that you do as a chiropractor and how chiropractic can benefit them, their body and their family’s bodies. So create those opportunities. And then when you create those opportunities, here’s the thing that you have to understand right now, more so than in any time period in our history, ours. Now I’m not talking about our parents and our grandparents. I’m talking about in our history. People are being bombarded with propaganda. The only other time period that comes this close that I can think of, or two, 2017, when they started trying to scare everybody in the United States that he Bola was coming. And that the measles was a problem in California.

And so therefore we needed to remove all the vaccine exemptions and back about 10 years ago, when they were scaring us that the H one N one was coming, remember the bird flu that was going to wipe us all out. And they were going to come to your house and knock on your door and force vaccinate you. That was the conversation in Atlanta. And at that point time, people were concerned. People were saying, but they weren’t ready to buy into it. And then came the anthrax threat and the conversation about measles and, and getting everybody across the country concerned about all of those dangerous non Baxter’s. You know, those rich white educated women who choose to not vaccinate was the, was the story coming out of the media. And that worked to an extent, but it wasn’t enough. And now we’ve had a year of people being basically brainwashed by the media about how incapable their bodies are about how inept their immune systems are about how weak we are as a, as a society and how we really need to stay protected.

Right? If the mask work, why the six feet, if the six feet works, why the mask, but the average person isn’t asking those questions because the average person is not getting their information from a doctor, a scientist or researcher or an immunologist. They’re getting it from the news media. They’re getting it from a reporter. Who’s reading the same script that the reporter on the other channel is reading. Who’s writing the same script that the other reporter, so people are seeing the same information. So of course, they’re going to believe, wow, if they’re saying it on this channel and this channel, this channel, it must be true. Now. Here’s what I want you to do. I don’t want you to go out there and tell people that’s all ridiculous. And that’s all BS. Look, you may believe that, but that’s not going to ingratiate you into your community.

That’s not going to connect you to people who are scared. What people who are scared need right now is they need options. They need a reason. They don’t need someone to completely debunk all the news that they’re hearing. They need someone to basically give them a new understanding of how their body functions. And so if you come at people with the, you know, we hate the media, we hate what they’re saying and everything was wrong. And I’m going to teach you. What’s right. That’s not going to work right now because the whole country, the whole world really is buying into this. What would work right now is having a very simple conversation about let’s talk about how your body functions. Let’s talk about how your immune system works. Let’s talk about the germ theory. Let’s talk about your body’s exposure and how your body adapts to whatever exposed to, and as you have those conversations, look, if I feed you junk food, what’s going to happen your body.

Versus if I feed you nutritious and delicious, healthy food, and it’s so easy to make that transition by helping people to understand, look, your body adapts to what it’s given. If we’re exposed to a little bit of dirt, Dustin dander, we learned to deal with it. But if we live in a bubble, like the boy in the bubble movie, way back when, if we live in a bubble, this slight is exposure to dust might be enough to kill us. And so what we want to do is we want to keep your body functioning at its best levels. We want to give you the tools and equip you with the ability to have your body function at its best level, by removing any interference to the nervous system so that your brain can communicate with your body and your body can communicate with your brain and your brain can send a signal to your body to handle everything that it’s exposed to, whether that’s junk food or dirty water or smoke in the air, or whether that’s additional exercise or a sedentary lifestyle.

We want to give your body the tools that it needs to be able to adapt to the environment. And that means when we’re exposed to bacteria and viruses and dirt and dust and icky germs, our bodies should know what to do because we have this beautiful immune system that’s built in that recognizes and attacks foreign invaders. And by giving them that type of a perspective, more of an empowering perspective that yes, your body is capable and yes, your body can do what it needs to do. And yes, your body is designed to survive. Let’s help it thrive. Now you’re empowering people with the tools that are going to help them live a better quality life. So as you start getting out in the community, as things start opening up, as you start going to your favorite restaurants that have been closed, make sure you’re bringing business cards or bringing some pens or bringing, you know, uh, if you’ve got any kind of flyers for any events that you’re doing in your office, if you’re scheduling any kind of health talks in your office or in a local gym, if you’re doing a women wine and wellness, and you’ve got some cards printed up that you can bring to some other businesses where your target audience shops.

Now you’re reaching people that you may not actually personally have bumped into, but because those people that you’re looking to reach, shop in the store, they’ll see your information. Now they can connect with you. So don’t wait for things to open back up and don’t wait for opportunities to start happening. And don’t wait for screenings to get scheduled six months from now, three months from now, nine months from now start creating opportunities in your office, in local businesses, in community centers, in the park, wherever it works for you, whatever your target is, who you want to reach, where they are already start creating those opportunities. I promise you, if you get a little bit creative, you will find that there are so many ways to connect with people right now, you can do it through social media. You can do it through videos. You can do it through e-blasts or text messages.

You could do it. One-on-one at the gym. You could do it in your local stores. You could do it in local restaurants. Look there, the opportunities are there. They may not be blasting and blaring and glaring, bright lights like they used to be, but they’re there. And if you haven’t known, which I’m sure you have, people are eager to get out and interact. And people are eager to go to events and people are eager to start mixing and mingling and meeting new people. So get out there and be that person that mixes and mingles and meets new people. Whether it’s a networking event that’s already set up or something you create, I promise you, the more you get outside of your office, the more you take your message out to the masses. And the more you start interacting with people that you’ve never known before and interacting with other businesses that have similar customers using different services, but that might align with your vision of a healthy lifestyle.

The more exposure you get and the more opportunities you have to actually influence and change a life. And isn’t that why we got into chiropractic in the first place to help people live a better, healthier, more vibrant life. So I know you can do it. I encourage you to get out there and do it. I want to thank you so much for joining us for this episode of Empowering Women in Chiropractic. And before I go, I would be remiss if I did not give a huge shout out to ChoiroSecure, because I personally just had to do my renewal this week. You know how your annual renewal comes up for your malpractice. And I don’t know if you’re like me where you kind of dread doing that paperwork every time, because you know, you’ve got to fill in all the check boxes and the bubbles and how many patients and blah, blah, blah, this time I had a QR code on my renewal.

And all I had to do was scan it with my phone, do a couple clicks and a little signature. And I was done with my renewal in probably three minutes or less. So I don’t know how they got that. So easy, so fast. So secure for me. It’s done. And so thankful. And I just want to say, this is the fastest renewal I’ve ever had. So awesome job to Chiroecure and awesome job to all of you. Ladies and gentlemen who have been watching us for several years here with the Empowering Women in Chiropractic show. Join us back next time. I know we’ve got great hosts lined up every week for you. And I look forward to seeing you again, next time, go out there and thrive in your practice and empower your community to live their best life. Take care. Everybody

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

Empowering Women in Chiropractic – Mastering the Upsell – 5 Tips to Add to Your Bottom Line

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


Everybody welcome. I’m Dr. Nicole Lindsey, your host on today’s show, Empowering Women in Chiropractic. Thank you, ChiroSecure for putting on this show for so many years now, putting out great information for the chiropractic profession and their staff members to grow, learn, and do all the wonderful things that they do in their offices. Every day. Let’s jump right into the slides here. My topic is mastering the up, sell. I am the founder of dominatechiromarketing, where I teach chiropractors, how to build relationships with MDs. That is what most of my shows are about. However, today we’re going to touch on another topic that I have mastered in my office that I want to share with you. Five tips to add to your bottom line. There is an old adage in business that goes this way. There are three ways to grow your revenue. One is to get more new patients.

Two is to speed up the frequency of people buying from you. And number three is to increase the average amount customers purchase per visit with you or per sale. So there, there are other things that you can do, but th these are the three main ways to grow your revenue. Now as a profession, um, we have mostly been focusing on, uh, or focused on getting new patients, um, that has always been the focus of our chiropractic office and the way that we grow our numbers, uh, to see more people to make more collections at the end of the month, it’s always been about new patients, and I know this I’ve been doing it for 20 years, and this is one of the reasons why I teach the MD connection course, uh, and to, to develop this stream of marketing so that you can keep a steady stream, an influx of new patients come into your office.

However, it is not the only way to increase revenue. And boy, did we see this over the past 12 months exactly a year ago today, things came to a screeching halt. Uh, if you haven’t been living in a bubble, right, when it comes to marketing, um, we pretty much didn’t have the ability to go out and market the way we were doing workshops out, out at different businesses and a lot of businesses shut down. So we had to do more of this online presence, right? We had to make sure our presence was very strong. We had to maybe bump up the amount of Google ads we’re doing, or maybe put more money into that. We had maybe put out our first Facebook ad, the N D education and campaigns. We had to move that to mail, to fax, to zoom. We had to do more Facebook lives, maybe put out a podcast and more episodes.

And then we had to really beef up our internal promotions and referrals. And, and we did this in my office and I’m sure many of you did. So, you know, the, the silver lining for me over the past year is that this time allowed us to focus more on the inside of our practice instead of the outside. And, and we did that in two ways. Number one, we really concentrated on our patient base and we tried to find more ways to serve them. How could we show them that we really appreciated them and add value to their care charge for it, right. And help them more to boot. And I am glad to say that that is exactly what we did. And we were able to do this by upselling some of our products and services that ultimately ended up increasing our profit over the past year, which offset the lack of marketing that we were not able to do on the outside.

And as a result, we had one of the busiest years in practice over the past year, despite the pandemic. So we’re really proud of that. And that’s what I want to share with you today. So I want to ask you this question. Do you have products right now on your shelves on display that you do sell, but maybe some patients don’t purchase them. Maybe some patients don’t even know that, uh, what they do, what they can potentially do for the patient or how they can benefit the patient throughout their care. Um, I know that I had this myself. I had a nice display. I had some awesome supplements that I take myself and products that I use, but I really didn’t spend the time educating my patients about these products because we were focused on the outside and bringing new patients in, right? If we ways to educate the patients and show them that these products are there, can we increase the sales, um, overall in our practice?

And, uh, the answer to that is, yes, absolutely. You can do that. And that’s called upselling. Upselling is the practice of getting your existing patients to purchase more from you. And this is a sales technique where you invite your patients to purchase more expensive items, upgrades to what you’re already doing or other ad-ons things that may not have been your original care plan. That is what upselling is about. Now, how important is upselling for your business? Well, two main reasons I’m going to give you today that you need to start upselling. If you’re not number one is it’s easier than acquiring new patients from scratch. I mean, it is, you already have the relationship with this patient in front of you. So establishing a new stream of marketing can take time. It can take work. Building new relationships in the community can take time and work.

And some of you may be challenged wherever you are in the, in the, in the world right now because of the pandemic. But think about all the steps that are involved. When you establish new relationships with people out in the community, it can be a lot of work. So upselling to your already patients is much easier. Number two, upselling cost less than marketing for new patients. Once again, your existing patients, they already trust you. They already know you. The hard work is done. So now you just have to expose them to your products, to what you sell, what you offer. And according to Harvard business review, the cost of acquiring a new customer is approximately five to 25 times more expensive than selling to an existing customer. So this is how important upselling is to your business. Is it profitable? How much more additional income could upselling bring to your practice?

Well, let me break down to you what I’ve done and, you know, the bottom line is the more you upsell and succeed at it, the less marketing dollars you need to spend on the outside. Here’s an example of something that we did in our office. And this came out of, um, the pandemic, um, my associate and I, we created what we call our spinal hygiene kit. There are certain exercises and stretches and things that we found that we were constantly giving, uh, our new patients during the first acute phase of their care. So we said, well, let’s just make this a kit. And this was an idea we had a couple of years ago and we just never had the time to do it. Well, the pandemic brought us some time in the beginning. So we took our, our free time and we created this amazing spinal hygiene kit.

We charge a hundred dollars for it, the cost of the kit for the products in it, which has things like a foam roller in it, a wobble disk, a TheraBand, um, things like that. We created a course with PDFs and videos on how to use this and broke it down to show the patients how they can do their own spinal hygiene every day for 10 minutes a day, and supplement their care at home. And we factored this care plan, this high spinal hygiene kit into every care plan moving forward. So on average, if we see two 25 new patients per month that are signing on for care, that’s an additional $2,500 of additional income. When we take out the cost of the kit, we profited 1750, just from that spinal hygiene kit. It was that easy. And it’s something that can serve the patient well and really help them.

Another thing that we’ve done in our office is adding different services. This is another way to upsell. I added cold laser to my practice, which is amazing. At $50 a session, we added 12 laser sessions to every new care plan. So that was $600. Again, 25 new patients, that’s an additional $15,000 a month. And this is a no-brainer because this in and of itself, it just takes, requires you’re already staff to apply the laser. So it didn’t cost us more overhead, but doing this over the course of a year, enabled us to add an additional $100,000 to our practice in one year. So is upselling profitable. Yes, it is. Now, do you have to go out and buy all this additional stuff? I mean, if you don’t have a laser, do you want to buy one? Well, I would say yes, it was a smart investment for us, but the thing you can do today is to use what you have use what’s already on your shelves and use your services that can be upsold.

So some of the products that may be on your shelf, that you’re not really doing a great job at upselling, it might be Biofreeze, cervical pillows, orthotics supplements, cleanses 10 day detoxes. Some of the other services that you can up sell laser decompression, chair, massage, dry needle services, nutrition consultations, and these are all services that we upsell in my office right now. But oftentimes you’ll find you don’t need to go out and add a bunch of new stuff. You just have to expose your patients to these products and services that you already have. And I’m going to show you how to do that. This is where education comes in and creating systems to plant the seeds. So how do you upsell, I’m going to give you five tips. These are things that I’ve mastered over the past year. Again, the silver lining in the pandemic.

It gave me time to really put these systems together and they work. The first tip is to create a team education system is what I call it. Yes. I still use travel cards in my office. I use them for this very reason to educate the patients and to create a system that my whole team can follow. What we did is we made a list of topics that we typically educate our patients on and products that we routinely suggest that patients buy. Then we made a key, a key code as well, and we wrote that code on the travel card so that every single day of the patient’s care for the first 90 days, we had a code that we could follow that all of us as a team could plant a seed and educate the patient on this product. It might be the cervical pillow, you know, what are you using to sleep with at night?

It could be pH. We check patient’s pH is in the beginning of care. Sometimes we don’t always get the opportunity to go over it on day two, because we’re, we’re going over everything with the x-rays and getting them to commit to the care. So we want to make sure that we’re covering everything throughout the 90 days of their care. This has been amazing at helping us upsell different products to our patients. The second tip is our new patient folder. We created a folder that we give to all new patients on day three of their care. And in this folder is a list of different things. It’s going to be their schedule for the whole 90 days. Um, we also put in there a list of all the additional services that we offer that they may not be in their care plan that they may not be getting, but we do want to expose them to this in the event that they want to try this service at a later time, or to just plant a seed that we offer, that we offer physical therapy in our office.

Not every patient gets Cairo in PT, some do some don’t. So we’re definitely going to put information about physical therapy in there, so that that chiropractic patient knows if they have a fall and they have a knee injury, they may want to see our physical therapist for that. We also created this great guide. We have so many wonderful things that we’ve, we’ve developed over the, over the years in the office, um, eBooks and courses, podcasts, uh, tons of things, resources for patients to utilize. So we created this sheet that we put in the new patient folder, giving them the links to find all of these eBooks. We have a foam rolling. You ebook a trigger point, um, ebook. We have adrenal protocol ebook. We have so many of these and more that we want to expose the patient to because ultimately there’s going to be a product or something that the patient may want to purchase.

In addition to reading that ebook, and here’s a bonus tip for you, you can create coupons for some of the products and put them in your folders as well. The third tip is to host a podcast and educate your patients on the products and services that you offer. This has been a lot of fun for us creating this podcast. Our podcast is called balanced life on the go, and we have it on iTunes, Spotify. Um, we have it on our website, check it out yourself and see it. I put it together myself. I created it, the music, everything. We have some amazing episodes on there. And on day three, when we give the patient their new folder, we give them a card that has every single episode of our podcasts on there. And what’s really cool and helps us to upsell products is we don’t always have the time to educate the patients from visit, to visit on all the different things that we want them to know about.

So the podcast is an amazing way to get them more information. Uh, for example, I love helping patients with adrenal exhaustion and recovery, and I think so many people, mostly women can benefit from it and they’ve, they’ve never paid attention to their adrenal glands. So we did a podcast on it called adrenal exhaustion and recovery. And in that podcast, we explain a protocol of supplements that I carry in my office and through standard process that we have found great success in treating and managing and helping people recover from adrenal exhaustion. So when I want to steer a patient in that direction, when I suspect they’re dealing with adrenal exhaustion, I will tell them to listen to that podcast episode. And if it resonates with them, let’s talk more. Oftentimes they’ll come back in the next day and they’re buying the supplements already. They’re ready because they’ve educated themselves.

It resonated with them. They know that they have the adrenal exhaustion and they want to be recovered. You can do that with all of your products and just steer the patients to your podcast. Our podcasts now has 4,500 downloads over 4,500 downloads. And we’re very proud of it. And we continue to put out episodes every month. So that is a must for you to do, to upsell products in your office. The fourth tip I want to give you is to just factor some of these additional services and products that you offer into your care plans. Just go ahead and do it. If you have orthotics that you sometimes check arches sometimes not. Um, you can go ahead and factor that in and know that every patient is going to benefit from a pair of orthotics. If there are some supplements that you recommend all new patients take, go ahead and factor that in there, add it in upsell it.

Um, in our office, we have the spinal hygiene kit. We also offer dry needling. Our physical therapist does that. And what a game changer that is. And we started bundling four visits of dry needling into all care plans as well. Um, we charged $50 a session for dry needling. So that’s, that’s just a cash service and it helps the patients. It helps them get out of these acute muscle spasms that they’re in and helps us get better adjustments so we can get to our desired result quicker. So that is something you can do. If you have courses, we have a 10 day self-improvement plan. We created a sort of a course at the start of the pandemic because we needed help, uh, improving our, getting our mind right ourselves. So we just created a 10 day course and that we can factor in as well and give that as an upsell in care plans. So there’s so many ways that you can factor the services and products and courses and things into your care plans that you already have. You just need to charge for it and add it in

The fifth tip

We happenings, I call them. These are things that we do every month that we educate patients on through various channels. We typically will pick a topic and we’ll stick with that topic for our marketing, for our internal marketing promos for our Facebook lives for a podcast episode, for products that we sell in the office, we’ll offer a discount for videos that we put out weekly. We tie it all in to this topic, and this has been a great way to upsell these various products and services in our office as well. Uh, it’s a great way for me to continue learning, to inspire my patients and my staff to learn about that topic as well, and to sell products and services that we offer that align with this topic. Um, we have done this month, we are talking about pH, um, we’ve done epigenetics in the past.

We’ve done, uh, heart health and cholesterol clarity. Um, there’s so many different things that you can do here, and it’s a lot of fun as well. And you can put out flyers, put this on your website, but you just want to let your patients know that you’re doing this stuff and that you have products that align with that. And you’ll find that you’ll start upselling these products to your patients. So as you can see, there are so many ways to upsell products and services in your practice. And this is exactly what I do day in and day out. And this is how I have mastered upselling and had managed to add a lot of extra profit to my practice by doing so. Uh, I love this quote by Brian Tracy. He says, approach each customer with the idea of helping him or her to solve a problem or achieve a goal, not of selling a product or service.

And that’s what I want to leave you with today. That upselling doesn’t have to be all about making more money. Of course your business. Of course, you have to keep your eye on the bottom line and you have to continue generating more income so you can pay yourself and you can pay your staff and you can give raises and bonuses. But if you come from this place of serving and that you want to solve their problems, you want to help them achieve a goal, not just sell them additional stuff that they don’t need. I guarantee that the products and services in your office on your shelves can help your patients more. So consider using some of these tips and strategies in your practice so that you can not only increase your revenue, but you can increase your patient retention and their happiness to boot. Thank you all for listening. If I can help you in any way on upselling or MD marketing, don’t hesitate to reach out to me@dominatechiromarketing.com for more information in two weeks, make sure you tune in to our show where Dr. Cathy Wendland-Colby will be bringing us her expertise. Thank you for watching everybody

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Empowering Women in Chiropractic – How to Build Two Successful Offices When the Odds are Against You

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

Welcome to ChiroSecure’s weekly show Chiropractic, Connecting People and Communities with this week’s host Dr. Kim Hoang. As Dr. Kim says, and I quote, “starting off as a female chiropractor and also Vietnamese. I found that there are a lot of challenges that I’ve been able to overcome and have built two successful practices with a lot of determination and a lot of hard work.” And now here’s Dr. Kim, hello, ChiroSecure nation. I wanted to thank of course, ChiroSecure for giving me this platform to be able to share my story and hopefully influence my fellow colleagues who are just maybe starting off, uh, and building their own practice. Um, little bit about myself. Uh, I’ve been practicing for about 20 years in the greater New Orleans area. I have two offices, one on the East bank and West bank of New Orleans. I went to Parker University and, uh, after graduation I moved back home or actually to Louisiana home is actually a town about 60 miles South of new Orleans.

And there I practiced with, uh, a doctor, um, who, uh, I learned a lot from, I, I practiced with her for about four years. Uh, and I knew it was time for me to be able to venture out on my own, but I was scared. Um, I didn’t have the financial back up. Um, uh, and, uh, so a little bit about my family history. Um, both my parents were immigrants from, um, Vietnam and, uh, when they came to the United States, they pretty much came with the clothes on their back. Um, my, uh, both my parents were in the fishing or the seafood industry, my mom, she shucked oysters for a living and my dad, um, he went shrimping, crabbing, uh, worked in the oil rigs, um, and through, um, some bad investments, uh, mainly a, a shrimping boat. That’s saying we pretty much lived in debt our whole lives.

And excuse me, I knew that that was not how I wanted to, uh, live my life. Uh, so I was determined and I put myself through school, uh, and, uh, went to, uh, again, Parker university graduated, uh, in 2000. And, uh, again, whenever I started in, I ventured off on my own, I didn’t really know what to do. And, um, with, uh, some, some of the things just kind of lined up and I was able to get into a practice where I was partnered with, uh, another friend colleague of mine. And then eventually I was able to buy him out and then, um, and then pretty much, uh, bought the building that I’m in right now. Um, but whenever I did that, um, and, and this is what I wanted to share with, with you guys. Um, I wanted to start off at, with a low overhead.

Um, I didn’t, I did not want to, uh, live above my means. Uh, and so with that, it was a minimal practice. Um, we pretty much, um, went to, um, well actually just, uh, had, uh, an adjusting table and also a couple of different, uh, therapy, uh, bed. Uh, and, uh, as far as the loan that I had taken out again, it was probably maybe 20, 30,000. It wasn’t a lot at all. And I was able to actually, uh, work hard, um, and basically be able to pay that off in no time. Um, but in any event, um, as I was able to accumulate, uh, revenue and wealth, um, I knew that I wanted to pay off any debt that I had, of course, student loan, uh, and, you know, mortgages things of that nature. But, you know, again, my point is that live below your means.

I think that in today’s society, we kind of want to keep up with the Jones and we tend to create debt, uh, and, uh, you know, it, it, it’s just a negative spiral. And again, I think that I learned from the way that I grew up and I did not want to be in that position. Um, so that would be, um, the, the first, uh, recommendation that, that, that I would tell my fellow colleagues, um, uh, let’s backtrack, uh, again, um, I, I wanted to let, you know, as far as, um, why I B, why I became a chiropractor. Um, so whenever I was young, um, at the age of eight and also 13 years old, I was in a couple of car accident. Never did anything about it because we didn’t know, uh, that we were able to go to the doctor’s office. Um, and I developed back pain since I was 13 years old.

Uh, and it wasn’t until I went to undergrad that I was able to meet, uh, my, uh, mentor. Uh, her name is Dr. Saline, and she took me under her wings. And I then knew at that time that I wanted to become a chiropractor. Um, and so everything that I have here at my office, I’m able to have a personal testimony for my patients. Um, I am able to try it out, I’m able to let them know, and that personal testimony goes so far. Um, so, um, in any event, um, now currently, uh, one of the things that, um, in, in, in back to the financial portion of it, you know, once you’re able to, um, to make money and save money and reinvest into your office, uh, whether it be, you know, going from a, um, printed, uh x-ray to a digital, uh, x-ray machine, or, you know, if you wanted to invest in, uh, the, in a $10,000 table, or recently we actually had incorporated, uh, the ACA spinal decompression table, um, technology has come so far and to be able to, um, uh, give this as a, uh, as an added service to your practice, uh, not only do you see your patients flourish, um, but you know, also you’re, you’re, you’re, you’re able to, um, uh, see the, the, the financial benefits of it as well, too.

Um, so, um, the next thing I wanted to talk about was, uh, in, in some of the things that I think has helped me build two successful practices is, um, also trying to learn another language. Um, whenever I first started off in practice, I knew at that point that I wasn’t the best chiropractor, um, but there was a need, uh, for, um, some of the minorities as far as Spanish speaking or either, uh, Vietnamese speaking, um, patients. And, uh, at the time I, whenever I started my private practice, although Vietnamese is my first language, I actually did not continue to use that language for, uh, an extensive period of time. So then whenever I started my private practice, I actually had to learn the language again. And, um, it’s a little different because whenever you speak, uh, in just, you know, everyday dialect is, hi, how are you?

But then once you have to speak about discs, uh, as, uh, uh, muscle, uh, where is the spine? You know, the vertebrae, things of that nature, you have to relearn it again, but to be able to communicate with my patients, that is one of the draw that I have, uh, here in my practice. Um, they come to me because I am able to speak their language. And I know that whenever I communicate with them, it is different. Um, it’s, it’s, there’s, there’s Google app, the Google translate now, but sometimes it’s very spotty is sometimes it’s okay. You, you hurt. Okay, where do you hurt? Is it radiating down the leg? Is it a sharp pain? All of those things are important. And so it, for me, of course, I was able to relearn the language. However, if you don’t know the language, then like Spanish, have someone in your office that speaks the language.

Um, so in my two offices, I always have a Spanish speaking person in each of the offices. And, uh, on a side note, I actually have tried to, um, take courses, learn Spanish as well, too. Um, that’s my ultimate goal. Um, but, uh, uh, have someone there to be able to translate and make sure that you get the full story. We owe it to our patients to be able to make sure that we are taking care of them to the best of our ability. Okay. So, um, and, and, and look around your area and see what the demographics are. Um, the, the practice where I’m at right now, my primary practice, I knew that there was a big Vietnamese community. So I knew that there was a market for it. And to this day, I think we probably have maybe just a handful of, of, uh, Benyamin chiropractors and these patients need our care, but they want to be able to speak to someone who was able to understand them as well, too.

And just like with the Hispanics, um, I think Spanish is probably, you know, one of the most spoken language in the world. Um, but to be able to have someone there to translate it, that there’s going to be a draw for it. Um, and, uh, uh, so learn another language, um, French, uh, Italian. I’m not sure whatever demographics, uh, uh, patients that, that you may have. Um, also, um, I, so I’ve been in private practice for about 16 years. I probably have, so we have three doctors in between the two offices and probably about six or seven chiropractic assistants. And I want to say that I probably have maybe a handful of employees that have been with me for almost 10 years. And I think that, um, that speaks volume. Um, uh, I think it’s, uh, because, um, I am able to pay them well and also listen to their needs, but hold them accountable, hold them responsible for what you expect them to do.

Um, so say, for example, if I were to go out of town, then normally it’s going to be my, my, my senior associate and also my office manager. They’re the two that’s going to be in charge. And guess what, there’s an issue. They’re not calling you, they’re going to call the office manager or either the, the, the senior associate so that they can troubleshoot it for you. Um, and also be approachable, uh, as, uh, as an employer, I find that sometimes the new employees, they get scared. They get scared to approach you because they think, Oh, she’s too busy. Um, I don’t really want to tell her how I feel, and then eventually you just don’t see them anymore. And again, uh, I’ve been in private practice for about 16 years. So I’ve seen my fair shares of, you know, employees coming and going. And we have a group of core, um, employees that have been with me for again, you know, 10 years or so.

And so whenever I get the new employees, sometimes we learn in terms of what had happened in the past. And how can we communicate with the new employees better? Um, uh, I always believe that I can always better myself. I never say that I am perfect. Um, because once you say you’re perfect, you quit learning and you quit growing. So I feel that if there’s a situation where, okay, this employee only worked for a couple of days and she left, okay, well, let’s look within our practice and the way that we communicate in the way that we’re doing something and what else can we do differently? And so I think that’s been, that has been able to help me, um, bring, uh, a, um, a good core of employees that understands their role. And, um, whenever one employee leaves, I know that I have a, um, set of, um, criteria that I have learned from the one that the employee that left to implement it on the new employee and tell them and tell them what to expect at the beginning.

I think that each person is different as far as with the role that they take. And I think that, um, sometimes it’s hard for us to say, okay, this is your job. I mean, yes, we have a handbook, but there’s different. You know, I have an office manager, she knows that she pretty much takes care of a lot of things, but to be a good leader, you have to delineate your task. And so the next person then feels that, okay, well, I thought she was supposed to do it. So in any event, you know, trying to delineate the task and also telling them what to expect, and then again, you know, paying them well as well too. Um, I think that once I was able to, uh, compensate the senior employees a little bit better, um, there was, uh, an expectation on my end that I was, you know, that, that I would say, okay, you know, what, it’s your job do it.

Okay. Uh, as far as being dramatic, um, I’m just not going to take it. I’ll listen to you, but I’m not going to be here to babysit you. Okay. Um, so, and then another thing, um, is learning is earning. Um, and so what I love is I think that in my 16 years of practicing, there were some points in my career where I just felt like I was just going through the cycle, you know, going to work, seeing the patients, if the patient came in great. If they didn’t. Oh, well, um, and, um, it was going through some life experience, um, where I was able to, uh, get a coach and my coach, um, Dr. Bob Hoffman with master circle has been amazing for, for me personally. Um, he was, he’s been able to, um, motivate me and also guide me and coach me, uh, as far as things from handling stats to also taking seminars in and also furthering your education. Um, I find that where I was 10 years ago is definitely, I’ve definitely advanced to where I am today. And, and that comes in part with always trying to learn more, whether it be for us recently, we have just gotten a national certification of a disc decompression, uh, and, uh, um, we, so, so we’re the disc specialist, and it’s great to be able to say that because

Not a lot of chiropractors out there are disc decompression specialists.

So, so maybe loaning, you know, a niche that you may love and that you, uh, are passionate

About is going to

Give you an identity. Um, I myself have had a couple of disc herniations again from a couple of the car accidents that I mentioned to you, and then later on in my life as well, too. So that’s something I’m passionate about because that’s something that I have, and I understand it very, very well. So, um, and, um, probably about once or twice a year, I take my staff, uh, in, in for the seminars are handpick, um, certain staff members, and we’ll go to seminars outside of the new Orleans area. And it is a time that, uh, not only that we can connect together, but also to, to, to meet other professionals, um, in the, in, in, in a field, you know, talk to their staff or either, um, just, um, brainstorming. Um, and I think that that, uh, helps motivate us. So whenever we come back from these seminars where we’re, we’re recharged and also we’re excited, and sometimes you need that.

Um, I think that in private practice sometimes, um, we get set in our ways and if no one’s pushing us, we don’t really do much about it. Um, because no one is really telling us, Oh, you need to take this test and you need to pass it, or else you’re not going to be able to advance no, it’s our practice. We do whatever it is that we want, but at the same time, we need to be able to get that motivation. Um, so, uh, you know, again, uh, uh, continuing education is an important part of, uh, of my practice. Um, so, um, other than that, um, I hope that, uh, I have been able to inspire, uh, some of my colleagues and, and this is the reason why I wanted to do the show. Um, I would tell you that I am usually not a, um, uh, a person that’s good in front of the camera.

Um, but, um, you know, I wanted to get outside of my comfort zone and also more importantly is to inspire my fellow colleagues and, and, and let you guys know that, Hey, look, you know what, when, when, whenever you come from nothing, you sometimes think that, Oh, it’s so sad that you know, that this happened to me, don’t think of it like that, you know, take it and run with it and take the positive out of it. So what I’ve learned is that, Hey, you know what, I was not, uh, blessed as far as financial, uh, financially, you know, growing up, I was blessed with a lot of love for my family, and I still remain very close to all of my siblings and, and that’s, that’s my heart. Um, but I was, I was blessed with the drive and I find that that drive will allow me to say success is, is, is, is, is, is a must.

Um, um, there’s, there’s, there’s no room for failure. And, um, I, I get excited because my, my practice is pretty much my baby, but, you know, sometimes I’ll wake up at two, three o’clock in the morning and, you know, ideas come into my head and, and I get excited about that. And, um, whenever I’m able to, you know, especially see my patients get better, of course, that’s, that’s, that’s why we become who, who, who we are. Um, and, and, you know, to be able to, to advance yourself and your knowledge, and be able to, uh, allow or be able to give that service to the patient and be able to see that their lives are, are, are, are, are saved, you know, from what we do. Um, it just, life, life can’t be better. I mean, that’s, to me success, you know? Um, so I think that, uh, I, again, I think I’m going to wrap it up today and I look forward to speaking to you, uh, in my next show, which will probably be in about a month and next week, speaker is going to be Dr. Frank Vaught. And, um, I hope you have an amazing day.