Nobody Said It Was Easy
I cant even begin to tell you how many Chiropractors I speak with on a daily basis
that are thrown off by the amount of work theyre actually required to do once they join our program.
Hey! I joined the program and paid good moneyarent you supposed to fix it all for me? I shouldnt have to lift a finger!
See, thats the reason your practice is shrinking. Thats the reason you see plenty of new patients but cant keep them or even get them to pay you. Im not calling anyone lazy here, its just that your work ethic is out of line with what you truly need to be doing to grow/sustain a profitable, fun Chiropractic office. Think working smarter, not harder. Nobody is going to fix anything for you. Nobody is going to get you new patients, including that ad you placed in YellowPagesYOU have to go get them yourself. That means going out in public and showing the world what you stand for proudly.
Nobody said joining our program was easy. Filling out the sign up form and handing over your credit card information is actually the easy part, believe it or not. The work you do once you join will determine your level of success and will bring it all together. Dr. Ed, Dr. Heather, Dr. Kenny, Dr. Scott, and myself do not do anything for you. We hold you accountable, we motivate you, and we give you great ideas to begin living the prosperous life youve always dreamed about. Think of a sports team: the coach doesnt play on the field during the game, but he sure as heck had better be there or the team would fall apart.
Rethink why you have not joined this program, or rethink why youre a member and your practice hasnt grown to the level you know youre capable of at this time. Nobody said it was easy, but they sure as hell said itd be worth it when you put the work in. And it will benow get to work!!
Youve got a diploma that used to almost guarantee a fabulous income and a life of purpose and funwhat happened? The dream, the passion you had became a distant memory. Your office, your staff and your practice members have lost their sheen and excitement. You dont enjoy your hobbies like you used to. The freedom and opportunity of owning your own practice is turning into just a job. You are in the grip of the downwardly mobile spiral. Your debt is mounting, while your income is dropping fast, your eyes fixated on every commercial for debt consolidation and bankruptcy. How did this happen?
The downwardly mobile Chiropractor keeps a dirty little secret that sometimes even their spouses/significant other dont knowtheyre broke. They must keep up appearances so they still have the two high end cars (they make the minimum payments), they have yanked all the home equity they could out of the house (pre-recession days) and now must pay the piper with a devalued house and must pay back the home equity loan. Hows that for double jeopardy? Being hundreds of thousands of dollars in debt and making peanuts is the reality for the downwardly mobile Chiropractor.
They carry less than $50 cash in their walletsthey graze at the ATM machine that dolls them out their money in increments of less than $200. The new economy has spoken and the Chiropractor without a unique identity is in deep trouble. They will drive across town to save a nickel in gas price per gallon and never give a thought to investing in an upgrade of their own skills. How did this downward spiral happen? The emphasis went off relationships and patient education and on to giving patients whatever they want, whenever they want. An air of desperation began to creep in. Even though the unsuspecting DC never thought this would happenit was inevitable.
To combat skepticism and a lack of identity and patient education, DCs continually marched in new pieces of equipment and gimmicks becoming a jack- of-all -trades and an expert at none. This is an outdated, unsustainable, inefficient model that will eat its young. These new who dos and who dats are expensive and raise the overhead of the DC to points of no return. In addition to lowering the net profit, purpose and passion to record lows, it also confuses the patients. They dont know who you are and what you stand for.
Remember you learned in school subluxation has no age. Yet in your practice, you only see adults with short-term conditions that need a quick fix. You are violating universal law here because you dont have a system that educates your people to who you are, what you stand for, and what relevancy does Chiropractic have for me. You tried patient education in your town once, and it didnt work so you abandoned your unique factor (kids) and settled on being a common back doctor with a downwardly mobile income to match. You may have enjoyed the pre-recession years outside of a recession, because there was no concern because you could make an ok income with acute, adult care. The new economy has spoken and if you dont have a unique factor, you are replaceableand vulnerable.
In case you didnt learn this in school, there is no recession when it comes to kids. Parents will do whatever it takes to get the job done. Once they understand who you are, what Chiropractic is and what you stand for, coming in for adult conditions wont do the trick. They wont stick around, they question you, hassle you, negotiate with you and something inside you dies each time another one walks out the door without understanding what Chiropractic is. Parents will drive for hours and pass dozens of common DCs on the way to an uncommon DC. The penalty for abandoning your true roots is financial and social turmoilotherwise known as the downwardly mobile DC.
There are however some brave DCs that refuse to join the ranks of the downwardly mobile DC. Their battle cry is relationship, retention, compliance, referral and patient education, not continually getting in more low quality, demanding, complaining new patients only to use them up in a few forced visits. Having a system in place that proudly communicates, articulates and demonstrates to the patient who you are and what you stand for. It portrays you as an expert along with all the rights, privileges and income pertaining to of an expert, deservedly so.
Have you had enough of being downwardly mobile, or do you wish to make it a permanent lifestyle? You didnt go to school to be paid like a physical therapist. Act like a DC and get paid like a DC. Purpose, passion and oh yeah, prosperity.
by: Martha Loy
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