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Fall Marketing Ideas – 2017

Marketing – Motivation, Management & Procedures

Most attention is usually put on marketing procedures. That is fine but when marketing fails, it is usually because the procedures just didn’t get done, or only half done. And this is because no one was put in charge of them and given the time to execute them. Pretty obvious, but easily overlooked. This was the essential theme of the Marketing Manager System I published in 2000. It is out of print now but much of the info is on our PM&A Member’s site.

And underneath it all is motivation. Who really wants to do the marketing?  You may get excited from a seminar or about an event you have planned. But motivation can dissipate quickly and too often we are not active enough in keeping ourselves and our teams passionate and determined about providing more and better service.

All three levels or echelons of marketing need to be in place. What follows is a brief list to help you set up effective marketing activities for the next 4 months.


It goes without saying but it needs to be said – from an executive point of view, quality care and service comes first.  Ultimately, an office that gives “WOW” service and produces extra-ordinary outcomes generates enough word of mouth to create a waiting list practice. Think of Clarence Gonstead.


Plan weekly motivational talks at your team meetings and major motivational activities each month. These can be discussing case successes, watching DVD’s like Doctored, Vaxxed, Food Inc., or doing a free clinic for the underprivileged. Keep the saw sharpened. Keep reminded of WHY you all are doing what you are doing and your greater purposes.  This is the fire that drives the engine of your practice.


You are the Marketing Director, the C.E.O. (Chief Evangelizing Officer)
As the C.E.O./Clinic Director, you are the one who is best suited to lead the marketing charge. Do so!The good news? You can, and should, delegate much of the marketing!

Delegate and Coordinate: Deputy Evangelizers
Delegate someone to be the marketing coordinator. You could have someone for just internal and someone for external events. These roles are only a few hours per week as coordination jobs. The actual work is delegated as separate duties so that everyone on your team has a role in marketing. Your entire office is the marketing department but it helps to have duties assigned just like you do for the front desk or billing dept. Everybody sells health!

So Many Procedures, Which Should You Pick?
Select the marketing activities that have worked for you in the past and add a few at a time. Pilot each and see what works better for you. Marketing is all about testing. Find out what works and then put it in a system. Keep it simple.  Get your marketing systematized and delegated.

Time to Plan
Part of marketing management is setting aside time to plan and coordinate upcoming events.  At least monthly, schedule time aside to review past promotions and plan new marketing for the next few months.  Get out of the office and plan your work. Then… get back in and work your plan!

Make sure you have a large calendar to post all of your upcoming promotions.


All your marketing does no good unless it is communicated. Marketing IS communication, so keep the communication going – in and out of the office.  Make sure each month you promote via team members, “table talk”, e-newsletters, posters, Facebook, etc.

Recurring Procedures
The most important marketing activities are your usual, recurring procedures that you do on a daily and weekly basis. Many of these are already embedded in your routine procedures. Because they are done routinely, the usual and everyday procedures can be overlooked or not given the importance needed. For example, just answering the phone can make a big difference.  Don’t let the routine become the mundane. Practice new ways to have fun with your recurring procedures.

Community Services
This is what I call the free or discounted services you provide in your community. Health screenings, workshops, networking events, setting up alliances with dentists, for example, or just conspicuously showing up at the Lions Club breakfast.  I would delegate this to one person and give them a few hours per week to schedule events and to help coordinate who attends these events. There is a good deal of administration in this role. I have seen events scheduled a year in advance that generated new patients and referrals from alliances that come in years after they were initially set up because the relationship was well maintained.

  • External Workshops and “Lunch and Learns.” Schedule external classes for January and February now.  Business “Wellness Programs” or lunch and learns at the local YMCA or Senior center. Include massage to make it even more attractive.
  • Evening Classes – with or without a dinner – on a health condition. Some offices are doing well advertising for a talk on “knee pain” or migraines, or other conditions.
  • Local Health Fairs.   Contact all the locations you have held events in the past year and schedule events for the New Year.
  • Contact local businesses for health fairs in the New Year and get them scheduled.
  • Join a group, join many groups. I have seen doctors fill up their offices by being an active and contributing member of their church, local school, and baseball club, for example.  I have also seen doctors start their own networking clubs where member helped the other grow their business.

Internal Workshops.
Internally, you can also schedule special classes over the next 4 months, including “Natural Approaches to Flu Prevention”, “New Healthy Ways to Lose Weight and Get Fit This Winter,” etc.

Google Reviews
If you get 4-5 star reviews on Google, you will get new patients.  This is proven. It is true. Assign it to someone and do it. Now. It may take a few months, but if you do it, they will come. (Update: Good Golly, Google! This still is working like gangbusters!)

The media platforms change regularly so what worked one year may not the next year. I have seen good results, now and then, through Facebook ads. I have also seen some flops. Testing is always the key.  Facebook can also be used to network, as can other media such as Linkedin. The easiest is to use it like a newsletter and post custom info about your office. Facebook is personal – so patient successes, your video with a “Health Tip” or a funny story can work well.  Using outside sources to load your Facebook with “content” does not take the place of your personal communication.

Patient Education: Table Talk and the New Patient Care Class
In my opinion, educating your patients is at least as important as adjusting or treating them. Not all patients are easy to educate, but all can be gradually persuaded to understand the value of your services: what they do, how they work, and why they are important.  Educated patients refer more. They stay with you longer. They are more enjoyable to care for. And, most importantly they are healthier.  Table Talk is an excellent practice with each patient.  But your new patient care class is a proven winner. It just takes your intention to do it. Two times per month. Do it with the fervor of a Sunday sermon or with the frankness of a fireside chat with old friends. It will boost your practice and you. And… how much does it cost? That’s right… nothing.

New Patient Class at a Restaurant.
You can occasionally sponsor a dinner at a restaurant and invite your patients to bring a guest. Now that you have a captive audience eating their burritos and tacos, (but no cervasas!), with testimonials all around, you tell your story, have a rally, and get all the guests signed up to come in for a no charge or low charge visit.

Care to Share
There are many ways to do this program but I like it because it encourages your patients to help you get the word out about their successes so that others do not have to suffer as they have.   It gets them to help their community.  It taps into their greater purposes and gives them an opportunity to help others.  Set up a monthly drawing and give away a modest prize or two. Enter the drawing by submitting a Google review, by bringing someone into the office for a no charge consultation, or by getting a workshop set up in their place of employment. Run the program monthly or every other month.


These are the big events that can be fun and energizing which you hold in your office every couple of months or so.  I list some ideas below.


October is National Chiropractic Health Month. (The International Chiropractic Association and the American Chiropractic Association once recognized October as Spinal Health Month, but now it is simply called Chiropractic Health Month.) This can give you a reason to do many different promotions.   For example:

  • A banner in your office for patients to bring in family members for a free “Check-up.”
  • Reactivation Month – send postcards to all inactive patients who have not been in for at least one year or more for free spinal checkup: “Chiropractic Check-up Time.” Use an image of an alarm clock.
  • The ACA has other suggestions on its site. (https://www.acatoday.org/Education-Events/National-Chiropractic-Health-Month)

Child Health Day
Under a Joint Resolution of Congress, the President of the United States has proclaimed National Child Health Day every year since 1928. It was originally celebrated on May Day, May 1, each year until 1960, when the date was moved to the first Monday in October.  Use this as a great opportunity to have a Kid’s Day. (Google it. Many different sites offer suggestins.)

National School Lunch Week
National School Lunch Week takes place on the second Sunday in October (http://www.nea.org/tools/lessons/48412.htm )  You could have a workshop on fast and nutritious meals for kids targeting parents and moms.

Awareness Weeks
If workshops aren’t your thing, then set aside one week to focus on a condition, such as headaches and call it “Headache Awareness Week”, or “Pinched Nerve Awareness Week”, “Neuropathy Awareness Week”, etc.  Schedule one a month where possible for the next 5 months as part of your Community Education Program.  Detail procedure with posters are in your Marketing Manager System Toolkit and on your PMA Members site under: “Community Education.”  Offer free consultation, screening, and information regarding the condition.

Crazee Dayz
Select a day and make it special for your patients. Only one day a week is necessary otherwise it’s not special.  It can be once per month or every week. Serve extra treats.  You can have the staff dress out of uniform coordinated to the day. This can add some extra fun to the office and help with retention and long-term referrals.

  • Muffin Mondays – Serve up a selection of healthy bran, blueberry, or gluten free muffins.
  • Two for Tuesday – Bring a friend for a complimentary spinal exam and offer the patient a free adjustment.  “Two Fer Tuesday.”
  • Whacky Wednesdays – gag gifts for patients, “adjust-a-mints”, etc. (http://www.bannermints.com/)
  • Thirsty Thursdays — Organic apple juice served in plastic wine glasses with a sliced green apple on the rim. NA margaritas.
  • Fruity Fridays  – Bowl of local fruit.

Chiropractic Opportunity Week (“The doctor is having a COW.”) (patient referrals and advertising new patients) Free consultation, exam, and x-ray if needed.

Hair Dresser/Beauty Salons/Spas

  • Offer a workshop on “How to Stay Fit While You Clip.”
  • Free massages (and screenings) for customers

Kids and Halloween Party
With Casper as inspiration, a kid’s Halloween party with a friendly ghost theme has the right mix of tricks and treats. Invite the young ghouls to come dressed up, but you can also have them make ghastly masks as part of the fun. Other ideas include spooky decorations, scary snacks and a friendly ghost hunt.


Thanksgiving Turkey Drawing Poster

  • Refer a friend and enter the drawing for a free turkey
  • Special for Organic Turkeys – announce in your newsletter
  • Make arrangements now with your local supplier

Thank a Veteran Day
Veterans Day – November 11.  It is no secret that the physical and mental health support veterans receive is inadequate. This is a good time to set up a promotion honoring those who served.  Special promotions including free or discounted services or donations to local Veterans organization. (More info: http://en.wikipedia.org/wiki/Veterans_Day or  http://www.patriot-project.org/ )

Donation Drives (patient referrals, advertising new patients) Holiday time always brings an increased demand for helping those less fortunate.  Within your office set up a collection area for any of the following programs and promote it in your newsletter.

  • Coats for Kids
  • Food for Families
  • Toys for Tots
  • Blood Drive
  • $25 in exchange for first day services.
  • Also, you can support drives at a local church or gyms. EG “Free first day services for every donation a member of YMCA makes to the homeless fund.”

Deer Widows Week
During hunting season or first week of December offer complimentary massage for your patients who refer in a new patient

Girl’s Night Out
This is a shopping/gift exchange that can take place in your office. Have patients who have little businesses set up booths in your office and stipulate that they have to bring guests.  Supply some refreshments and promote as a great way to “Shop Local” for Christmas presents. Enlist the help of massage therapist, local spas and direct marketing consultants.  You can provide free screenings.


Holiday Coupons – Gifts Certificates (patient referrals)

  • Good for Massage, consultation, exam, x-ray
  • Denominations: Free, $25, $25 or food donation to charity.

Poinsettia Give Away
Give away free poinsettias, one per family.  Include in the cards a gift certificate for family members or friends.  (See Member’s site for gift card)

Saturday with Santa

  •  Set up Santa in your reception room corner
  • Treats for the kids
  • Pictures with Santa
  • Free spinal check with Doc

Appreciation to External Referral Sources
Deliver a fruit basket or other present personally during December with a card of thanks and mention how you are looking forward to another year working together.  This would go to any location where you had an external community services type of event, such as a screening or workshop.  Include: “Looking forward to working with you next year.”

Health Never Takes a Holiday
Post a sign in your office in December that “Health Never Takes a Holiday” and review and re-schedule patients through December to January.

Giving Tree/Angel Tree
The Giving Tree/Angel Tree Project is a great way to bring community awareness to your office.  It is a simple project that gets your patients involved to help others where they might not otherwise have the opportunity to do so.


Winter Workshops and Movie Nights – Internal
These, of course, can be done anytime of the year.   Whether it is how to make organic soup for the week, or a talk on vaccinations with an MD, Winter has been a good time for internal events.  Weight loss, fitness, and food have seemed to be popular. These should be planned by December or even November.  Ideally, plan your workshops with a guest speaker such as a holistic MD, biological dentist, midwife, etc.

We have a great deal of information on our PMA member’s site for those of you who are active clients, much of it compiled from the Marketing Manager System I published quite a few years ago. There you can find readymade posters and detailed information on how to do many of these projects.

Yes, I know some of the posters are old but we are not in the graphic arts business and neither are you. But they are on Word files and can be easily changed. A simple graphic and title is all you need with the specifics in bullet points. Depending on the level of your program, we can also put together simple posters to help promote your particular project. If you are not active with PM&A, you can still find a great deal of info on our web site at www.pmaworks.com/observations.

With shared intentions to get more people healthier and smarter about their health!

Edward Petty

August, 2017


For a printable copy of this post download here: 2017 Fall Marketing Ideas

August 18, 2017   No Comments

The Real Reason For Low New Patients

Marketing Ideas for Fall.

Plus – Why Two Doctors Couldn’t Grow Their Practice



First, a little story:

A few years back, a long-time client of ours gave me a call and said that he had hired two new doctors.  He asked if I would visit his office and see if I could help them grow their caseloads.

I told him that I was happy to pay him a visit.  A month later, I was touring his office and interviewing his team.  I then went out to lunch with the two new associate doctors.

I got to know them and asked them questions.  They were not shy about their goals. They told me that they wanted a “high volume” practice.  They boasted that they felt that it would not be difficult to see as many visits per month as the senior doctor by the end of the year.

They went on about philosophy, BJ Palmer’s “Green” Books, clean food and wellness. Both were young and looked fit and seemed eager.

They said that they wanted marketing help. They talked about how they had been working on social media, but felt that the owner doctor wasn’t supporting them enough by buying advertising.  It wasn’t blatant, but they seemed to be blaming him.  I acknowledged this and said that was something we could look into.

I knew that their practice statistics were very low. I told them that marketing comes down to caring about people – caring enough to talk to them, and caring enough to be honest about how you can help them.

They nodded like zealots. “Absolutely!”

I then said:

OK, look around this restaurant and describe a possible health issue with some of the customers. Just pick one and do a very preliminary screening based upon the way they are sitting or walking.”

This didn’t go as well as I had thought it would. Both doctors, I discovered, didn’t look at the fellow customers in the restaurant.  So, I prodded and finally got one of them to mumble a possible health issue with someone who was walking out.

I then asked each for their business card. Neither had one on them.  I paused to give them a look: “What?”

I had taken a couple of their cards each before lunch and placed two of them in front of each doctor.

Then I said:

“I liked what you both said about wanting a large practice and wanting to help more people. I would like to help you. So, to start, I would like you to get up from this table and find someone in the restaurant, introduce yourself, and hand out your card. If possible, make an appointment for them to come see you.”

They both looked at me as if they saw a ghost.  Gripped by fear, they both slumped down in their chairs. Neither would do it.

Seeing this, I suggested they talk to the cashier or waitress, or the manager.  Now the fear turned to a dismissive attitude, as if this exercise was beneath their dignity.

We ended lunch and went back to the office. We met with the owner doctor and discussed the situation. Over the following weeks the two doctors agreed that the relationship wasn’t working out and decided to leave on good terms to start their own office.

— — —

You don’t have to be a hyper-extroverted charming salesperson to be an effective marketer. In fact, this may act against you. The largest office I have ever worked with was seeing over 2,000 visits per week.  And the owner was serious and gruff, and talked like an angry fishing boat captain.

Marketing starts with a burning desire. It begins with an almost obsessive drive and purpose to help others by getting them into your office.  Marketing then depends on your belief and confidence in your skills and service. And it hinges entirely on how much you really care and empathize with each patient or prospective patient. And then, there is the effort you put in. You gotta do the work, and this means sometimes long hours, long weeks, and long months.

And as the C.E.O of your business, it also means getting the rest of your team to feel the same.


  1. Desire. Drive
  2. Confidence and belief.
  3. Compassion and empathy.
  4. Effort. Work. Sweat!

There are thousands of different methods to market your services. These may include “social media,” big goals, and “philosophy.” They may include newsletters, workshops, or back to school promotions. But in the end, marketing is communication, whether done electronically, through print, in groups, or one on one.  It is always and especially – one on one. In time, you will find what works best for you.

But no number of manuals, books, or coaching will do a damn thing for you if you don’t have the desire, the belief, the empathy or put in the work.

Fall Marketing Ideas

The next four months will come at you fast, so now is a good time to plan your marketing.

Around this time each year I send out a list of marketing activities that you can consider in your planning. It is the same list – updated. Click here to download your copy 2017 Fall Marketing Ideas

We are all busy and little reminders and nudges never hurt.

From all of us, thanks for helping people to be healthier.



August 17, 2017   No Comments

Tent Poster – Epicticus

“Nothing great is created suddenly, any more than a bunch of grapes or a fig.

If you tell me that you desire a fig, I answer you that there must be time.  Let it first blossom, then bear fruit, then ripen.”


For a printable copy of this tent poster visit: Nothing Great Created Suddenly-Epictetus

July 25, 2017   No Comments

Tent Poster – Campbell

“If the path before you is clear, you’re probably on someone else’s.”

~Joseph Campbell





For a printable copy of this tent poster click the link: Campbell – Your Path

June 28, 2017   No Comments

Tent Poster – Wim Hoff

“We have healing power inside us.  But we block it because we feel we need to take pills and become dependent upon outside forces…

We have an inner doctor.”

~Wim Hoff

For a printable copy of this tent poster click link: Wim Hoff

June 23, 2017   No Comments

Patient Education: A Simple and Fun Method

Patient education is definitely a clinical function.  But… it is also good marketing.

And note that your entire office IS the marketing department and each team member has a marketing role.

To help everyone on your team better participate in patient education, use this simple and fun method:

Get a whiteboard and place it where patients can see it.  Assign someone to write something on it each day so that your patients, or you, can comment on it.

For example, you could write:

  • What does this mean?

“Pain is the last to show
… and the first to go.”

This will be a cue for the doctor or a team member to talk to your patients – and can also provoke your patients to talk to you.

Here are some other examples:

  • “What does a chiropractic ADJUSTMENT do?”
  • “How is pain like an iceberg to your health?”
  •  What does A.D.I.O. mean?

At your morning team meetings, or weekly meetings, go over each subject so everyone has a better idea on how to educate patients on the topic.
For active PM&A members, go here for a more complete list:  PMAmembers.com

June 20, 2017   No Comments

New ABN Form Effective 06.21.2017

New ABN Form and Implementation Instructions

Frequently asked questions and answers for the ABN form

New ABN English 2017(PDF) – Form CMS-R-131 goes into effect June 21, 2017. You may begin using the new one now(April 2017), but on and after June 21 per CMS, you may not use your current ABN.

New ABN 2017 (DOC) Form CMS-R-131 goes into effect June 21, 2017. You may begin using the new one now(April 2017), but on and after June 21 per CMS, you may not use your current ABN.

New ABN_Spanish 2017(PDF)-Spanish Version Form CMS-R-131 goes into effect June 21, 2017. You may begin using the new one now(April 2017), but on and after June 21 per CMS, you may not use your current ABN

ABN-Use(Doc) How and when to use the Advanced Beneficiary Notice for Medicaid Services

Script-for-ABN-form(DOC)– Script for explaining the form to the patient

Final Revised ABN-2012- Advanced Beneficiary Notice for Medicare Services – expires June 21, 2017.

June 20, 2017   No Comments

Has Your Office Been Target by Medicare for an Audit?

Ms. Lisa Barnett with Petty, Michel and Associates specializes in preventing Medicare Audits. She has helped those who have already been targeted find a fast and safe way out of trouble.

You are not alone…. Things do Happen…..
You are busy and possibly you have overlooked a certain requirement. Your computer has gone through updates and you have not kept up. Or possibly your documentation is simply inadequate in the eyes of medicare or the government.

Whether you are faced with a prepay audit or a post payment audit. I can help !

With 10 years of experience in the chiropractic industry and with documentation; and a chiropractic advocate for 30 years I care and I want to help.

Call today for your complimentary phone consultation and record review. 920-334-4561

June 9, 2017   No Comments

The 3 Key Ingredients to Motivating Your Chiropractic Team

Most of your staff are not engaged in the success of your office.  Most of them JUST DON’T CARE. 

At least that is according to a 2015 Gallup report that interviewed over 80,000 working adults.

The report showed that there are twice as many “actively disengaged” workers in the workplace as there are “engaged” workers who like their jobs.   The percentage of U.S. workers in 2015 considered engaged in their jobs averaged 32%. The majority (51%) of employees were “not engaged,” while another 17% were “actively disengaged.” (“Actively disengaged” means that they are actively sabotaging their work.)

But let’s say your office is different, which I am sure it is.  You are motivated enough to read this article and I am sure that is reflected by your team as well. But all the same, take a look with me at the level of motivation of your office.

How was your last team meeting?  Were you there? Was everyone sitting on the edge of their seat and contributing new ideas and plans on how to reach new goals in the office? Or, were most everyone pretty silent?

Sure, your employees smile and look busy when you are around, and often work hard and they do care.  But really, how much?

What would your office be like if the motivation, creativity, and level of pro-activity was always very high at “10,” or even ranged from 7-10?  If they felt that it was “their” business, where they took responsibility for the quality and quantity of outcomes, and regularly worked to improve the business – and themselves?

I have been reviewing the subject of motivation for some time, from my own experience over the years and from what social scientists have reported.

I have incorporated certain principles into a new system of business management that are specifically designed to unleash everyone’s innate motivation – including business owners like you!

Motivation is the foundational in a chiropractic office, or dental office, acupuncture – even with therapists and other service firms. It is a bedrock for any healthy practice and business.

Here is one very useful principle specifically about motivation and how you can use it to generate more engagement – and productivity — with your team.

3 Goals System of Business Management: Principle #5

Self-Determination and Motivation

Everyone wants their own sandbox to play in.

You do. This is one of the reasons you went to school – and why you started your business.

We all want to have something that we can call our own where we can create and demonstrate our competence. What we get in return is feedback that we can do something good, that we have power, that we can make something beneficial happen, that we can … make a positive difference.   If only to ourselves, we can say: “Look what I did. I did this. This is my creation.”

You can see it in children, for example, when they bring you their colored scribbles on crumpled pieces of paper to proudly show you their great work of art.  This is their sandbox.

Of course, we all work for money. But we also have deeper motivations that if tapped into and nurtured, can be very powerful.  By harnessing these motivations, and then linking them with others who have a shared goal, we can create a dynamic team driven business that is very profitable.

This has been explored by social scientists who have studied what has come to be called Self-Determinism Theory.  I have also seen it in action. Essentially, it states that we all have innate drives and inherent needs that motivate us to be more self-determined rather than determined, or controlled by, outside forces.

External motivation, like the fear of being fired, can only motivate us so far. Threats, criticisms, negative reinforcement may produce short term action, but in the end, they demotivate, or worse.

The level of employee motivation has a tremendous influence over the success of your business. 

An unmotivated staff, one that only becomes engaged to the level of “I will perform just good enough so that I don’t get fired or criticized,” will weigh the office down.

Self-Determinism Theory (STD) has three components, all of which easily apply to your business. These are:

  • Autonomy
  • Competence
  • Relatedness.

And by the way, while reading this, consider how this also applies to you as well!


You do not want your treatment plans second-guessed by a clerk in an insurance company. Neither does your front desk want you breathing down their necks about where all the patients or practice members are, or why they used the blue pen.  You should train and educate your team, but then get out of their way and let them succeed or fail.

Think of helping a child ride a bicycle. Sure, they will need your help for a while. A push now and then. Perhaps some training wheels. But you will have to let them fall down a few times and allow them to get the courage to get back on the bike and succeed. You can continue coaching them to improve, but you must let them go.

Even if you see employees appearing idle, or having brief personal discussion with another employee, back off. Tolerate minor errors. Give your team some rein.  Come back around later to coach them and train them to improve. Mostly educate them on the mission of the office and of their roles, and get them to understand what outcomes they are supposed to be producing. Once they see that the statistics measure their performance, they will be more self-directed and want to do all they can to win the game!

We all want to be free to create our own enterprises, even if we work for someone else. As long as what we do is in line with the purpose or mission of the business and our role, there should be no problem.  This helps us demonstrate our competence, which is the next element of Self-Determined Theory.


Doing a good job, all by itself, is its own reward. It pushes away self-doubts and shows us, and others, how good we really are. It is positive reinforcement.

And the better we can do a good job, the better the results will be, which demonstrates to us just how awesome we truly are!  Plus, as we increase our skills, we also will find that our duties are easier to perform.

Your team wants to improve their skills. Help them do so.

Sign them up for seminars, webinars, give them monthly reading assignments, and give them a coach or three of them.  But this has to be done in conjunction with your supervision. You will need to guide them through the training so that they see how it applies to their roles and the business as a whole. Quiz them on what they are learning and have them give presentations to the team on what they are learning.  The old maxim applies: “to teach is to learn twice.”

And where possible, make sure they earn certificates and can wear pins or insignia that testify to their competence. This goes along with Game Theory – people win at one level and then want to go to the next level. They want their “badges.”

Business owners throw staff into their jobs and expect them to produce with little or no training. Without exception, the offices I have seen that provide more training and coaching for their team — do better.  Companies spend an enormous amount on employee training. $161 Billion in the U.S. last year (trainingindustry.com). And, it pays off.

One study showed a comparison between car companies and how many hours they trained their new employees: Japan spends an average of 364, Europe averages 178, and the United States – 21 (Pfeffer –The Human Connection).

And you can guess which country has cars with the best frequency of repair record.

Children want to be super heroes and wear their capes.

Don’t we all!


This is the feeling of being connected – and there are two aspects to this.

Family. First, “relatedness” is the feeling of not being left out of the “loop” and of being included. Staff meetings help with this as does the general work environment. This is the sense that we are in this venture, job, and profession together. That we are part of a family.

Keep your team involved with your decision making. Give them some of the issues you are dealing with and encourage their input. They are stakeholders – it is their office too!

Greater Purpose. The other aspect of relatedness is that people generally want to be associated with a greater purpose. The more that each member can connect to the greater purpose of the group and make it their own, the more motivated they will be. Taking it a step further, if employees have higher goals of their own that coincide with the organization’s and they are allowed to pursue them within the organization, there would be no reason for employees to work anywhere else.

Train your team, let them own and creatively improve their own areas – and help to do the same for the entire office. Nurture camaraderie and a spirit of family – and always remind them – and yourself — why we are doing what we are doing.

Do this, and not only will your business be more successful, but you too will be more motivated and have more fun in the bargain.

#   #   #

Self-Determination Theory: Basic Psychological Needs in Motivation, Development, and Wellness. Ryan, R. M. & Deci, E. L. (2017) and Why We Do What We Do: Understanding Self-Motivation Paperback – August 1, 1996
© Edward W. Petty,    From the upcoming book: “Three Goals:  A New Practice and Business Building Methodology That Is Simpler, Faster, And More Effective and Fun than What You Are Doing Now.”  By Edward Petty, due to be published sometime before the Singularity. © May, 2017

May 8, 2017   No Comments

Medicare Audit Emergency Response Number

Medicare Audit Emergency Response Number:     



The Medicare Audit Preparation(MAP) is available to chiropractors nationwide. This is an emergency response program and on-site appointments are scheduled based on availability. Do NOT send records without calling us first.

The MAP program covers up to three full days (24 hours) in your office, plus 90 day off-site follow up as needed. The cost is $4,995 prepaid*. PM&A management clients can receive a 20% discount if they are active and current members.

Call for terms and conditions for this service. 920.334.4561

*Travel expenses may apply


April 12, 2017   No Comments