I was interviewed by a local TV station regarding my point of view of masking children.
Watch and make your own observations!
Ed
Ed Petty Comments Masking Children on Live Television
Reply
Category Archives: Chiropractic
The Future Belongs to the Best
A few years ago, a staff member at an I office visited confided in me and told me the following story:
“Our office was really slowing down last year. So, the doctor decided to take everyone out of town to a weekend practice management seminar. The speakers discussed really cool methods for doing our work. It was fun and we learned a lot. Plus, we also went over some great marketing ideas. We were all pretty excited when we returned to work after the weekend.
“On Monday, we agreed to get together at lunch to discuss how to implement what we learned. Some staff members were still dealing with patients, so our lunch meeting started 30 minutes late. Once we finally got together in the break room and started eating, we began a good meeting. We were interrupted with a few phone calls, and some patients started arriving early for their afternoon appointments. We had to cut the meeting short and didn’t get to discuss much of topics of the seminar, but we agreed to continue the meeting the following week.
“As it turned out, something always came up each week and… we never did meet again about the seminar.
“But we were still pretty pumped from the seminar and we had one of our best months ever. It was my job to clean the break room and, after a few months, I noticed that the binders of information we received at the seminar were still on the break room table, never opened. I stored them away for future reference.
“Now it is almost a year later, and everything is pretty much back to the way it was before we went to the seminar. The numbers are back down, some of us are a little burned out, and I don’t think we ever did implement anything from that seminar.”
—
Sound familiar?
I bet it does. I have seen it play out almost the same way countless times.
We are in the improvement business. We help people improve their health. We should be able to do the same for our business and for each other. In fact, if you are not constantly improving, your patients will seek practices that are.
In this new decade, apart from the many new events and changing tides of culture, technology, and mega-corporate influence, your future success is up to you. And it will be primarily based on the quality of your service and your outcomes – the experience your customers receive.
A report from a survey by Microsoft underlines this:
“As customer expectations continue to climb, it becomes more challenging for brands to set themselves apart from the competition. Markets are increasingly crowded, and both price and product are being steadily overtaken by customer experience as the number one brand differentiator” (Microsoft 2018, State of Global Customer Service Report).
More than any other short-term marketing tactics you may be using, only the best offices will thrive in the long run. And those will be the offices that are working on consistent improvement. Mediocrity could get you by in the past. But now, the future belongs only to the best.
But I have noticed that most offices just do not spend enough time consistently on improving their performance. After studying this for some time, I have observed a number of obvious and even hidden barriers that prevent us from working on improvement. I will explain what these are in a later article, but the following steps can help you ensure that you work ON your business to improve it, not just work IN it.
Your Improvement Clinic – Your Goals Lab
- Time spent on improvement doesn’t cost. It pays! Some business owners are concerned that time spent on improving the business or staff is too costly. It can be if the training or planning is poorly done. But remember that:
a. Better team efficiency generates better revenue.
b. Better trained and focused team members generate better revenue.
c. Better outcomes generate better revenue. - Head Coach. As the owner and CEO, you are also the Head Coach. How your team does – the business – is in large part based upon your coaching.
- Give it a name. In my new book, The Goal Driven Business (to be launched on July 4th of this year), I use the term Goals Lab as it is a location where you can go to work on getting to your goals faster. It could be your breakroom, a restaurant, a park, the reception area – anywhere really. You can call it your Practice Field, Improvement Dojo, or Mystic Garden! Just consider it a place and time that is separate from your time with patients.
- What gets done.
a. Team meetings for communication, review, coordination, and planning.
b. Team training and practice.
c. One-on-one training and practice.
d. Personal training, study, meditation. - Schedule these routinely – weekly, monthly, quarterly, and as needed.
- No interruptions, no calls, 100% attention present.
- Be challenging. You don’t get better unless you question what you have been doing to see how it could be better.
- Go over this with your team. Let them know that they, too, are coaches. And players as well. So, improvement is a team activity, one that requires responsibility and professional discipline.
Your car mechanic can’t work on your car when you are driving it down the freeway. You can’t see patients while they are driving their forklift at work or cooking dinner for their kids at home. You need a separate time and place dedicated to work on improvement.
Your goal is to create an expert office that generates expert results and gives your patients the best experience they can receive from any other comparable health care business.
Imagine your business being so good that patients not only drive in from across town, or even across the state, but fly in from all across the country to receive your services. Imagine that there is such a demand for your care that you even build a motel next to your facility to accommodate the out-of-towners.
Well, there was a Doctor of Chiropractic who was just that good. His name was Clarence Gonstead. His advice?
“Practice. Practice. Practice. Never stop.”
Ed
Selling the Invisible — Patient Education: An Inexpensive Marketing Procedure with a Big Return
1
[Link to a checklist of patient education procedures below.]
Educate your patients!
There are so many reasons why — let’s look at a few of them. Then, I will show you how your team can implement your patient education procedures.
1. Selling the Invisible. Unlike buying a refrigerator, your patients are purchasing something they can’t see.
They are receiving a service for which there are no concrete, tangible references for them to judge whether the services were excellent, complete, or long-lasting. Outside of immediate relief from their symptoms, they may wonder if you provided a great service, shortchanged them, or are recommending more than they need.
On the other hand, you know the length, breadth, and depth of what you provide. Virtually, you can see the outcomes, know the measurements, understand the symptoms and know what they point to. But to your patients… it’s all an illusion. They have to trust you and what you say.
Typically, once the symptoms are relieved, many patients believe that the condition is resolved. But through education, your patients can understand how your treatment recommendations are a pathway to fully resolving their condition.
2. Beyond Your Services – Your Patient’s Optimal Health. Beyond your services and the treatment program you suggest, your patients will benefit from general health knowledge. Health is a lifestyle, including exercise and nutrition, but the healthy way of living is distorted by unrelenting drug advertising and propaganda.
Low-fat diets, diet soda, statins and other drugs are still an accepted part of the conventional health model. Pharma is increasingly pouring billions into advertising — $328.6 billion in 2016 from $116 billion in 1997.(1 ) In addition, there are untold sums spent on lobbying your elected officials and paying for their election expenses.
Health reality is being manufactured for corporate profits rather than for personal and family health and longevity. Your patients and neighbors in your community don’t have a chance without your calm teaching of the facts on how to achieve a healthy and long life.
3. Customer Education — From a strictly commercial point of view, other businesses are seeing the advantages of customer education. According to learning industry analyst John Leh, “In a world where customer success increasingly determines overall business success, customer education has become an imperative.”(2)
Studies support the idea that customer education pays off. According to studies by ThinkJar, a customer strategy consultancy, “Customers are thirsty for more information and knowledge.”(3) And a study by Eisingerich and Bell conclude that customer education improves the trust in the company.(4)
Major businesses are investing large sums in educating their customers, and a leading customer education platform, Skilljar announced it has raised $33 million in funding. That is a significant investment! Their goal is to provide tools to companies to better onboard, engage, and retain customers at a large scale.
So if you want healthier patients and a healthier community, and if you would like to generate more profit, simply spend more time educating your patients. It is not that expensive! But as with most value-added programs in a practice, projects rarely start, and when they do, they are abandoned almost as soon as they begin.
To avoid this, use a checklist!!
Download the Patient Education Checklist for some ideas on what you can do to educate your patients. Assign a team member this checklist and give them 1-3 hours per week to work on selected projects and report on them at your meetings. They can take on the role of Patient Education Coordinator and help everyone on your team up their game in patient education.
The more your patients know, the further they (and you) will go.
Ed Petty
1. Consumer Reports, January 14, 2019 2. Avramescu, Adam. Customer Education: Why Smart Companies Profit by Making Customers Smarter. 3. Interview with Kolsky, Foundoer of ThinkJar. Huffpost, 10/15/2015 4. Andreas B. Eisingerich, Simon J. Bell, February 1, 2008 Photo from UCLA
Selling the Invisible – a favorite book of mine by Harry Beckwith
Time to See the World and Your Future Anew
I have been in touch with most of you and, for the most part, you all are doing relatively well during these days of COVID-19. Of course, the keyword here is… relatively.
Whatta time, eh? Historic, that is for sure. It will change our society and our world as nothing has since, perhaps, WW 2.
The Lighthouse in the Storm
Your role, right now, is so very important. Perhaps more than you know. Your patients have fears, questions, and doubts. Their parents could contract COVID, perhaps they could. They are out of work or soon will be, and there is the apprehension that all of this is a government plot towards totalitarianism.
With all the communication regarding our current situation, you have to remain as a calm source for sound, researched data that provides comfort and solutions. You will have to be a lighthouse in this storm.
YOU are independent. You do not work for a drug company, and you are not beholding to a boss that works for a hospital or a government agency. Therefore, when patients come to you with worries and questions, they trust that what you tell them is unadulterated, unbiased, and accurate information.
And even more, they hope that you genuinely care.
Time to See the World Anew
In some sense, the world is experiencing a big “Time Out.”
Perhaps we can all take this time to become closer to our families and friends. My daughter is cooking more, my son is homeschooling his kids, and I am practicing guitar tunes from my old 1960’s book of folk songs!
I notice on my walks and runs that here, in Milwaukee, the air is fresher, cleaner, and the sky is bluer. Less smog from our southern neighbors and nearby freeways and overhead airplanes. The difference is striking and one can only imagine what we have been breathing in all this time!
It is spring, you have a family and friends, and you have your own self. COVID-19 doesn’t change this.
Good to Great: Redesign your NEW Business.
But what I am most looking forward to is the NEW.
Right now, you have a unique opportunity, during this temporary slump, to reimagine and redesign your business.
You’ve had a good, perhaps a very good business before. But as Jim Collins explains in his book, Good to Great, good can be the enemy of great.
The Good is now the Old, and we have this moment to review our goals and engineer better pathways to them. Now, you can create the Great! This will be your new version of your business based upon all you have learned as a professional and as a business owner or stakeholder. This new version can be your best creation ever.
Over the next few months, we will be discussing this, and I and all of us at PM&A, look forward to helping you and your team create the business of your dreams.
Looking forward to the future,
Ed
PS Happy Earth Day!
Fight the Nocebo Effect
I am sure that all of you are trying to stay up with unfolding events regarding the virus and the governmental recommendations – and enforcement — to deal with it.
We are, as well.
I am sending this email out to encourage you to watch an informative video by Del Bigtree, who reviews the facts and numbers of the virus pandemic. It is a bit long, so I am sending this out this weekend in case you have more time to watch it.
I have also included an article by Bruce Lipton. Dr. Lipton is a cellular biologist who taught medical students at the University of WI medical college and often speaks at chiropractic seminars.
Plus, an article that states 99% of those who died from the virus had other illnesses.
(Links below.)
We must watch out for the GENERALITY of the virus. For example: “COVID-19 could kill us all!” “Who says?” “They do.” “Who is “they.”” “The authorities.” “Who are the authorities?” “Those who are in charge.” You have to break it down and be as logical as you can.
I recommend that you review these sources, add to it what you are learning, and using your best judgment, continue educating your team members and patients/members/clients!
Be the lighthouse in your community.
Education and knowledge displace fear and uncertainty.
Let’s eradicate what Dr. Lipton calls the “nocebo” effect — the opposite of a placebo.
And let’s continue our fight to help people get healthier!
Keep educating,
Ed
By the way, no one is saying you must close your office. Even in California where San Francisco has a “Shelter in Place” or strict quarantine. For example, the California Chiropractic Board of Examiners, on their website, states:
- Should My Practice Remain Open?
The Board does not have authority to close businesses or practices solely as a result of COVID-19.
YOUR SERVICES ARE VITAL!
The Exec. Director of the Kansas Chiropractic Association, in a letter to their state Governor (March 20, 2020), stated:
“We understand that with the severity of the current pandemic hospital emergency rooms may soon be filled with patients complaining of pulmonary symptoms. We offer our services in diagnosis and treatment of musculoskeletal complaints presenting to emergency rooms. Many Doctors of Chiropractic have arranged to be a referral point for their local emergency rooms on these conditions.
“We are prepared to see these patients in our offices that are already taking every precaution available to prevent the transmission of COVID-19.”
REFERENCES
Del Bigtree Coronavirus Quarantine March 19
Bruce Lipton Cornonvrus 2019-Covid-19 UPDATE
Bloomberg News March 18, 2020 99% of those who Died From Virus Had Other Illness, Italy Says
Children’s Health Resources
The following are some sources of information regarding the health crisis affecting our children.
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The Children’s Health Defense is a powerful organization that is on the front lines in fighting corporate propaganda promoting harmful drugs for kids. They have many lawyers, including Robert F. Kennedy, Jr., working on exposing false information and corruption regarding children’s health.
eBook Sign-Up—The Sickest Generation
Free eBook: The Sickest Generation: The Facts Behind the Children’s Health Crisis and Why It Needs to End Children are the key to a successful future and a prosperous nation, yet American children have never been sicker with a vast array of chronic illnesses. (Also available in Spanish.)
The Pharmaceutical Industry’s Front Men
By the Children’s Health Defense Team
The Medical Journals’ Sell-Out—Getting Paid to Play
By the Children’s Health Defense Team
Science Library
This database contains hundreds of peer-reviewed, published articles on environmental contaminants that are implicated in the rise of the childhood epidemics we are currently experiencing in the U.S. and other industrialized nations.
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Pathways is a long-standing publication with health articles that is free to members of the International Chiropractic Pediatric Association. Its website has links to many articles, a few of which are below:
Are We Making Our Children Sick?
http://pathwaystofamilywellness.org/Nutrition/are-we-making-our-children-sick.html
Natural Immunity
http://pathwaystofamilywellness.org/Informed-Choice/natural-immunity.html
Ear Infections in Kids: Natural Remedies to Ease Ear Pain and Enhance Function
http://pathwaystofamilywellness.org/Holistic-Healthcare/ear-infections-in-kids-natural-remedies-to-ease-ear-pain-and-enhance-function.html
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There are many books on children’s health, and it is fascinating to search to find them. Commit to buying at least one per month, reading it, reporting on it to a team meeting, and placing it in your Lending Library. Have your team members do the same! Here are three:
Books
A Compromised Generation: The Epidemic of Chronic Illness in America’s Children Paperback – September 16, 2010 by Beth Lambert
The Vaccine-Friendly Plan: Dr. Paul’s Safe and Effective Approach to Immunity and Health-from Pregnancy Through Your Child’s Teen Years Paperback – August 23, 2016 Paul Thomas M.D.
How to Raise a Healthy Child in Spite of Your Doctor: One of America’s Leading Pediatricians Puts Parents Back in Control of Their Children’s Health Mass Market Paperback – May 12, 1987
by Robert S. Mendelsohn MD
Goal Driven: Faster to Your Goals!
David Goggins
Now and then I see a motivational talk that I find inspiring.
It doesn’t happen too often.
Below you will find links to an interview with David Goggins. I can’t say much about it other than I found it inspiring and relevant. He reminded me that by pushing through, and not dodging from, discomfort when working toward important goals can lead to success and fulfillment. An important lesson for us all.
David talks about how he achieved his goals. He is an American ultramarathon runner, ultra-distance cyclist, triathlete and former world record holder for the most pull-ups done in 24 hours. He is a retired United States Navy SEAL who took part in the War in Afghanistan and the Iraq War.
Please watch it. If it resonates with you, you may want to watch it with your team and discuss afterwards.
Sincerely,
Ed
Photo from Wikipedia
Thanks to Dr. Maxwell for the reference.
Links to interview:
NOTICE: Some use of profanity #@!*#!
- 57 minute version: Search David Goggins on Impact Theory, With Tom Bilyeu. https://www.youtube.com/watch?v=78I9dTB9vqM&pbjreload=10
- 23 minute version: Abridged version: The Most Motivational Talk EVER! – David Goggins
https://www.youtube.com/watch?v=oIrT1eHs1b0 - 10:30 minutes How to Conquer Your Mind and Embrace The Suck
May is Good Posture Month
May is Good Posture Month.
I am not sure who claims this … the ACA (American Chiropractic Association) and ICA (International Chiropractic Association) used to, but after a fast look at their websites recently, it doesn’t look like they do anymore. Plenty of other websites do, however. See below, for examples.
Posture is a big deal, apparently, from a clinical and health point of view. Patients should know this. But patients are also concerned about their appearance and no matter how much you spend on your clothes, nothing looks good when you have poor posture. There are also mental ramifications to poor posture as well. So… lots of good material here to promote and help your peeps!
Use this event as a reason to encourage your patients to bring in their family and friends. You can change the flier to a community ad for anyone to come in. Use the sample poster and edit to suit your needs. Hang it in your office, fold and include in patient statements, include in your newsletters. Use the promotion all month, or just for one week to make it more “special.”
Attached is a sample poster flier in Word and in PDF format, also an article I wrote on this event some years ago for some more ideas.
Carpe Diem (Seize the Day…and the month of May!)
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Useful links:
http://posturemonth.org/posture-month/
http://www.whathealth.com/awareness/event/correctposturemonth.html
http://www.straightenupamerica.org/
November and December Marketing — and Your Higher Purpose
November and December are special times for patient marketing, whether you are promoting to prospective patients, active, or inactive patients.
Usually, we have found that internal marketing is better during this time of year as you don’t need to compete with commercial businesses as they slug it out in an advertising frenzy. You can prepare now and schedule your external promotions and community services for January and February. Of course, if you see an excellent opportunity for external marketing now, take it. But the primary focus should be internal for these two months.
November and December are “cozy” months. In North America — we have Thanksgiving. This is a time we give thanks for all our blessings and gifts and family and friends. It is a time when people feel grateful. Christmas is also a time of good cheer and giving, as is Hanukkah and other holidays.
And, for some of you, it is also the season of the yearly hunt — when you bring home the ring tail pheasants, the turkeys, and “da ‘tirty point buck.” (Wisconsin-ese for “the 30-point buck.”)
Your promotions should align with the spirit of the season to be most effective. Donation drives are often held. There are many churches and associations in your town that need help as they prepare to assist the less fortunate.
“Toys for Tots”, “Food for Families”, or “Coats for Kids”, are many popular promotions by local media stations. I don’t doubt that they are helpful, but I do sometimes question their sincerity.
Of course, you want more customers, that is the nature of business. But you must lead with your mission statement first.
Any promotions should stem from your higher purposes.
The Higher Purpose Company
In The High Purpose Company, (Arena, 2007) Christina Arena reports on her team’s study of 75 companies’ efforts at Corporate Social Responsibility (CSR).
She shows how corporations, by doing good, by providing better conditions for employees, more sustainable sourcing of raw materials, and contributing to beneficial causes in their communities, generate more income.
“The central findings of my research can be distilled in the following way: superficiality fails whereas authenticity prevails. Companies that falsely approach corporate responsibility as a form of marketing, public relations, or even philanthropy don’t produce the most meaningful results. In fact, they often waste their money and create additional liabilities. Conversely, companies that truly approach the practice of corporate responsibility as a fully integrated business strategy, wisely investing in profitable solutions to meet unmet social and environmental needs and problems find their performance greatly enhanced.”
According to the Harvard Business Review, business spent more than $15 billion in 2016 on Corporate Social Responsibility (CSR) programs. (Davidson, July 7, 2016) And according to, Linda Novick O’Keefe, founder of Common Threads, “that number is rising as businesses see signs that investments in CSR improve company performance, talent recruitment and retention. (O’Keefe, 2016) “Giving in Numbers”, a study published by the CECP that analyzes giving and corporate societal engagement trends, revealed companies that increased giving by at least 10 percent between 2013 and 2015 actually experienced upticks in revenue and pre-tax profit, while all other companies saw a decrease in both.”
Your “WHY?”
Marketing must be honest, and it has to tell why you are doing the marketing. As Simon Sinek reminds us:
“Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief – WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?
People don’t buy WHAT you do, they buy WHY you do it.
All organizations start with WHY, but only the great ones keep their WHY clear year after year.” (Sinek, 2009)
I recommend finding charities or causes in your community that your patients care about. That you care about. Then, go talk to the head of the charity yourself – get involved – personally. Emotionally.
One office paid their staff for one hour for every two hours they went out of the office and worked on a community project.
And it doesn’t have to be charities. A Kid’s Day with “Saturday with Santa” can be a ball. One office holds a patient appreciation party with their patients each December with a Christmas Elvis impersonator singing Christmas carols. The one I attended was packed, and a little wild. But everyone talks about it for the rest of the year.
Your patients, and your neighbors, want what you want – a better and healthier community. Communicate that in all your promotions and you’ll get better results, and have more fun.
And, many thanks for you do from all of us at PM&A!
Ed
A list of sample promotions on our web site – see reference below.
References
Arena, C. (2007). The High Purpose Company. Harper Collins.
Davidson, R. H. (July 7, 2016). CEO Materialism and Corporate Social Responsibility. Harvard Law School Forum on Corporate Governance and Financial Regulation. Retrieved from https://corpgov.law.harvard.edu/2016/07/07/ceo-materialism-and-corporate-social-responsibility/
O’Keefe, L. N. (2016, Decembr 15). CSR Grows in 2016 as Companies Embrace Employees’ Values. Huffington Post – The Blog. Retrieved from https://www.huffingtonpost.com/linda-novick-okeefe/csr-grows-in-2016-as-comp_b_13657368.html
Sample Promotions. Chiropractic Practice Marketing Ideas For 2016. Retrieved from www.pmaworks.com: http://pmaworks.com/observations/2016/09/20/chiropractic-practice-marketing-ideas-for-fall-2016/
Sinek, S. (2009, September). Simon Sinek How Great Leaders Inspire Action. Retrieved from TED Ideas Worth Spreading: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
Our Shallow World – and What Your Chiropractic (Acupuncture, Dental, Medical) Patients Really Want
We live in a shallow and superficial culture. It is fast talking, faster messaging, with abbreviated emotions and texts.
No one seems to really care, or takes the time to care.
Communication has become digitized and synthesized. We forward messages from some people we know, and from many we don’t, to people we know, and to many we don’t. We are addicted to our smart phones and “phub” each other. (Phub: The practice of ignoring one’s companion or companions in order to pay attention to one’s phone or other mobile device. Google.)
We buy things from “clouds” that seem to know what we want, as if they had been eavesdropping on all our personal affairs.
The Age of Artificial Intelligence that cares more for us than people who “friend” us is growing faster and faster.
Yet, somehow, shallow works. It is practical. It is fast and efficient. When I ask you “how are you?” I really don’t have the time to hear about how your kids did at their Christmas play, or how you like your new socks. I have my own deadlines and have to go.
We are caught up in minimal viable encounters. They are functional, but they provide the only the minimum amount of care. Any less, and there wouldn’t be any service at all. They are “duct tape” solutions.
This is our life now. The fast, the short, the immediate.
For all its practical aspects, this is the first goal in any business exchange. We must provide the outcomes and services that are initially wanted by our patients. This is a “drive through” consumer culture that moves quickly for things that are wanted. In return, business is trained to provide the minimum quickly, efficiently, and yet is still valuable.
But just because our society is shallow, does not mean that your patient is.
This may be the culture in which they have adapted, but privately, your new patient might not have been satisfied with the services they have been receiving from others. And as the expert and professional, you know that it is likely that they have been short-changed on their care.
No doubt, your patient wants relief – now. But if you want to know the truth, they probably want more than just a quick-fix.
Your patient is looking for someone who genuinely cares. They are hoping to find someone who listens, empathizes, and someone they can trust to help them get what they really want.
What do they really want?
Ask them:
What is most important to you about your health?
Then, find out why.
This is a broad and open ended question. It takes the both of you through the quick-fix drive-through to get to, finally, what they really want.
If I have a painful tooth, I would see a dentist to at least treat it enough so that it wasn’t causing me discomfort. But if the dentist asked me what I really considered important about my dental health, I might say that I would like cavity free teeth that never caused me pain. I would like all my teeth and gums to be healthy and look good until I am at least 105.
The dentist would then repeat back to me what I said that was most important about my dental health so that we could agree that this was my goal — something I wanted. With this disclosed and agreed upon, we could now dig into my history and perform the exam to see what was going on that was causing the symptoms.
Once all this was done, he would explain to me not only what was causing my pain, but what I needed to do, in the long term to get my mouth 100%, which we already agreed upon I wanted.
I definitely don’t want or need a hard sell for something I am not sure I need.
But if you find out what I really want and let me know that you can deliver, you won’t have to sell me. I am already motivated.
Confrontational Anxiety
Confrontational anxiety is that stress you, and your patient, can feel when discussing the length and expense of your recommended treatment plan. But it melts away and evaporates if you work towards what the patient really wants.
There are many different approaches designed to help get the patient to agree to a more complete treatment plan, including scripted words or phrases for the doctor and staff to say. Ultimately, the patient must trust you. They will have to understand what is causing the symptoms, what it will take to get better, and the benefits to be had. In the end, you will want to work out your own procedure. (Give us a call, we can help!)
Realize that your new and prospective patient is just barely trusting you, as it is. They would like to trust you more. They hope for more than just a “pop and pray” (“…and hope that they pay”) treatment and adjustment from you. What they usually offer you, or present to you as a new patient, is a symptom that may have deeper causes. Their condition is probably not new. They likely have had it, or some aspect of it, for some time. Only when it becomes more acute do they come to see you.
The analogy of the iceberg is useful.
Your patient wants relief, but also wants everything in life that the pain hampered or prevented. This might include less recurring episodes of pain, the ability to resume their hobbies and sports, improved performance in life activities, stronger immune function, better balance, increased knowledge to improve their health, more happiness, better weight management, and more energy. You can and should make a list of at least 10 benefits that come from a patient completing their treatment plan.
I buy a new car not to just have a better ride, but to feel that I have a better life. I pay for a cleaning service because I want a cleaner house, but deep down, I really do so because I want a happier wife.
Patients are too often short-changed because of a culture that is fast and shallow. You don’t have to be – and you can give your patients complete and thorough care. This is what they want – once they understand their condition and what you can provide. And, once they trust you.
Be interested in your patient and go deep to find out about their health, their history, and what they really want. Then, educate them on how the both of you, working together, can best help them get what they really want — and what you want and can deliver.
© 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. © 2017
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How To Make Your Chiropractic and Natural Health Lending Library Work
A natural health lending library is a very practical marketing tool – if used.
A lending library is a collection of books, DVD’s, and other information that you can loan your patients. It is part of an ongoing patient education program. The better your patients understand what you do and why you do it, the more likely they will be to stick to a long-term care program and to refer their family and friends for services. Patient education, compared to other marketing activities, is not that expensive. It has a good ROI!
Download a list of suggestions here for your chiropractic or natural health care library. [Ideas for your Lending Library] Please give us your suggestions as well.
This all is logical, right? We all know this.
So…why is it rarely done? Most of the offices that I have seen with lending libraries have them on the bottom shelf in some corner of their office filled with books from a garage sale and old VHS video cassettes.
Everyone knows patient education is important. Like the Spinal Care Class, or new patient education class, everyone knows this is good for the patient and helps the office grow. Right?
Funny story… I attended a small get-together of chiropractors one evening here in Southeast Wisconsin. The presentation was given by the lead doctor of a multiple doctor office. Great doctor, nice practice. He had been in practice for years and looked weathered and ready for retirement. The talk was how to give an effective Spinal Care Class for new patients. The presentation was full of practical content. The only thing… the doctor wasn’t that cheerful about his presentation.
After he finished, and as he left the front of the room looking down at the floor, he muttered, as if passing on a confidential apology to another spy… “But we don’t do the classes anymore.”
So, no need to fool ourselves here. It might be just easier to buy some nice posters and be done with it.
Ah, but there is a trick to making your lending library work… and patient education in general work!
The lending library is primarily for YOU — and each member of your professional team.
We have been looking at it all wrong. The lending library is a reflection of YOU!
If YOU study, and if your support team studies and learns, you all will be so enthusiastic about the information that you will insist that your patients learn this information as well.
Be curious and ask yourself some questions. For example:
- Chiropractic adjustments have been shown to significantly lower blood pressure. Do your patients know this? How does it work?
- Why do some intervertebral discs degenerate and others (in the same spine) do not?
- Do your patients understand the myth of cholesterol, heart disease, and how statin drugs may be causing some of the symptoms they are coming in to see you for?
- How is the adaptive immune response affected [during “cold and flu season”] by the adjustment?
- Is the average time for a whiplash patient to achieve maximum improvement 7 months 1 week? If so, why? If not, what is it?
- Nonsteroidal anti-inflammatory drugs for rheumatoid and/or osteoarthritis conservatively cause 16,500 Americans to bleed to death each year. Do your patients know this? Do their families?
- Glutamate and aspartame can cause chronic pain sensitization, and removing them from the diet for 4 consecutive months can eliminate all chronic pain symptoms. Do your patients know this? Do their spouses? *
Read a book, watch a video, question authority, ask questions — seek the truth. Get excited about learning new things about your profession.
DON’T GET BORED. If you are bored, quit and go home!
Otherwise, be grateful for the opportunities we all have to learn and expand our knowledge and understanding of the services we provide and the world in which we provide them.
Be curious.
Ultimately, you sell yourself before you sell your services. How can you sell a care class or an extended treatment plan if you are not truly excited about them?
Learning new aspects of chiropractic, health care, wellness, sickness, the sickness industry, how your patients are being manipulated and exploited… all this should agitate you one way or another.
For example, I watch Vaxxed – the movie — and then listened to Dr. Andrew Wakefield and Brandy Vaughn (former Merck employee) talk on YouTube about the movie and how they are now being covertly and overtly intimidated to shut up. If this pharmaceutical company is trying to help members of your community get healthier, why are they now attempting to squash dissent and in such a sinister and yet powerful way? I can’t help but wonder: just how powerful are they at manipulating public opinion? How are they influencing my community and my family?
If you look further into the effects of pharmaceuticals, from Vioxx to statins to MMR and vaccines, and explore some of these questions, you can’t help but feel compelled to educate your patients on how to keep their children healthy and free from a toxic environment.
Some of the most successful offices I have seen have spent untold sums on going to seminars (and on coaches!). The verysuccessful can be reckless with book buying and webinar watching and seminar attending.
Continuing education isn’t just for re-licensing seminars. How dull!
If you are not impatiently curious about different aspects of your profession – its science, its philosophy, what it is up against in the market place, you are becoming part of the problem.
Stay curious. Question authority. Study.
Do this:
Assignment #1. You. Order a book – or video- from Barnes and Noble, your local books store, or Amazon. Read most of it on a weekend or weeknight evening rather than watching TV. Present what you learned at the next staff meeting and put the book in your Library.
Assignment #2. Your Team. Have your staff read a few chapters from a book, or watch a video from your lending library and then give a presentation about it at a staff meeting. Everyone learns and the staff member learns twice! Give bonuses for outside study.
Just like we work on our patients, just like we work on our business, we must work ON our roles as professionals and we do this by studying.
Then, no doubt, you and your team will be dragging your patients over to the lending library to check out the latest editions to your collection.
And your patients will know that they came to the right place. They may think you are all a little nerdy, maybe even fanatical about better health, but they will know that you sincerely care about them and their wellbeing, not just in collecting some money for some fast or rushed service.
Assignment #3. Stay curious and learn – and provoke others to do the same.
Sincerely,
Ed
See our attached list of sample books and videos for your Lending Library Ideas for Your Lending Library
Please give us your suggestions for informative books or videos!
*Questions taken from Dan Murphy’s web site.www.danmurphydc.com
More Fun Pics from the CSW Fall Summit
Petty, Michel and Associates recently attended the Chiropractic Society of Wisconsin’s Annual Fall Summit. The Fall Summit is a great time to get together with others in the profession and share stories of the lives we change on a daily basis.
We always manage to have some team camaraderie also. Saturday as the sessions began to wind down we held our annual Petty, Michel and Associates photo session. Shown below are a few of our favorite shots.
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- PMA Team at the CSW Fall Summit
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- We’re on a mission from God
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- Ed and Dave, Management Brothers, 2016
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- It’s dark and we’re wearing our sunglasses
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- Who is that person photobombing? Why, it’s Phyllis!
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- Dave and Ed, have you seen the light?
Unlike many of the offices we work with our team is scattered across the country which makes it challenging to physically come together as a team. This year we were able to accomplish having everyone present, and a few extras, for cocktails at the Kalahari’s Diamond Cut and our team dinner at Wally’s House of Embers in the Dells. Lots of chatter, laughter and love shared with all!
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- Mike, Dana, Phyllis and Dave
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- Barbara and Ed
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- Phyllis’s daughter Erin and Fiance John
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- Lisa and Ken
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- Team Dinner – Cheers
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- Dr. Molly and Dana’s BF Mike
Those Blues Bros…. sure know how to treat their team!
Thanks Dave and Ed!
Linda
Tent Poster – Einstein Bicycle Balance
“People are like bicycles…they can keep their balance only as long as they keep moving.”
~Albert Einstein
For a printable copy of this tent poster visit: Einstein Bicycle balance
Using the Power of Simplicity to Develop Your Practice
“The way we’re running the company, the product design, the advertising– it all comes down to this: let’s make it simple, really simple.” Steve Jobs (Walter Isaacson) 1.
If you could simplify your business even more than it is, you would make more money and have less stress.
There is a direct relationship between simplicity and productivity, and an inverse relationship between complexity and productivity.
The most successful businesses have capitalized on this fact. This was one of Apple computer’s unique selling propositions – to focus on the simple and eliminate what wasn’t essential.
From its inception, the Apple Macintosh computer was designed with simplicity in mind. Other companies have focused on simplicity: McDonalds order via drive-through, Ikea with its simple design, and Amazon with one-click ordering.
Simplicity Pays
Siegal-Gale is an international marketing firm that has studied simplicity in business and has been able to profile and rank businesses according to their simplicity. They call this the Global Brand Simplicity Index and have found that those companies that rank the highest, also outperform companies that rank as more complex. Their report states (2):
- 214% – How much a portfolio of the world’s simplest brands has beaten the average global stock index since 2009
- 69% – The percentage of consumers who are more likely to recommend a brand because it provides simpler experiences and communications
- 63% – The percentage of consumers willing to pay more for simpler experiences
What Does This Mean for Your Practice?
You want to simplify the experience your chiropractic (or other) patient has in your office. From the first phone call, first appointment, examination, report of findings, patient finances, and scheduling, discover ways to simplify your procedures.
Your intake forms may be redundant or complicated, there may be too many rote statements or “scripts” for your staff to say to patients, or there can be extra pathways that your patients have to travel, like so many rabbit trails, where they can get confused and the flow slows down. Staff, or doctors, may have too many decisions to make at each visit.
For example – what extra therapy should the patient receive? Not knowing, I have heard support staff simply ask the patient what therapy they wanted today, as if they were ordering a latte. And as we know, there are definitely too many codes and documentation rules to follow for the doctor. Going total cash is one solution, but intelligent software, dictation, and scribes are other solutions.
Many, if not a majority of the more profitable offices that I have worked with over the years practiced what could be called “straight” chiropractic. The straight practice (no additional modalities) works well, when it does, because its procedures and flow are simple. It is usually more profitable because extra overhead hides in the complicated.
Focus: Eliminate All but The Essential
Steve Jobs again: “People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things.”— Steve Jobs, WWDC 199(3)
I am not advocating no supplements, no exercise physiology, no electrical therapy. But to be honest, how much of this gets used in your office? I know offices — right now, and have known hundreds more, that have equipment lying around unused or bottles of vitamins collecting dust on overlooked shelves.
You have to embrace first only those unique outcomes that you can deliver. Work backwards and add only the most critical steps. “Begin with the end in mind”, as Stephen Covey observed in high producers.
For the Chiropractor – Adjust
For a chiropractor, this means adjust. (For other professions: what is your core function?) One of the first doctors I worked with when I moved to Wisconsin in 1988 worked closely with Clarence Gonstead. His license plate read: I ADJUST. He had a full practice, chuckled a lot, and seemed to make a nice living.
Start with this first, and then add additional services carefully – if you want.
Educate – In and Out Of The Office
Secondly, educate. Educate your patients, your team, and your community. But your education has to be simple. Your message has to be concise. One doctor we have worked with over the years has a waiting list practice, with nonstop patient, and even some MD, referrals. He doesn’t do a 4-day report of findings and he doesn’t do a 2-day report of findings on new or reactivated patients.
He just very intently adjusts and talks about the adjustment and what he is adjusting. From there, he then also gets into other health topics such as toxins (vaccinations), nutrition and weight, and exercise.
This is a good model: start with your core service and move out from there. For chiropractic education, you can use simple metaphors like “pinched nerve,” “garden hose,” “rusty gate hinge”, and how the body fighting toxins creates heat (inflammation), etc.
And keep educating your patients with care classes, lending library, table talk, movie nights, special speakers, case histories, and testimonials.
And do this first and continually with your support team. This is not done enough!
One method to discover what to simplify is to regularly practice your procedures. For example, do a rehearsal of what happens when a new patient comes into your office on their first day, 2nd day, 3rd day, etc. You will flush out confusions, redundancies, and extra motions that complicate the patient experience.
Outside of your office, the same applies. Educate your community on what you do. What is your simple selling proposition that people want?
For example, someone asks you “what do you do?”: “Well…
we help to improve your health, we relieve your pain,
and we increase your game – naturally!
No drugs, no surgery, and we guarantee you have fun in the bargain.”
How’s that? A simple and a desirable unique selling proposition (USP). (You can use this in all your marketing communications – no charge!)
Make it Fun – and Have Fun
Lastly, there is fun. You can and should have fun doing this. And so should your patients and support crew.
Patients will mostly remember how they feel after leaving your office. Was it a pleasant, enjoyable experience? Was it fun?
Practice life can often bring about a kind of serious hue over the office. Administrative errors, missed appointments, a dissatisfied patient, a staff member out for the day, too many bills – all of this can create an extra layer of anxiety or seriousness in the office.
Fight this by being grateful for all the wonderful outcomes of your patients. Work on having a “the gratitude attitude.”
And as you simplify your processes, you will find that everyone’s attention becomes freer to enjoy helping each other — to help the patients.
Simple is more fun and profitable.
So here is a question for you: Which comes first, the fun or the smile?
Well, you can kick things off right now… right now with a smile. Actually, smiling is simpler and requires less muscles than frowning.
Frowning is complex, so start right now by smiling.
Try it.
See? Already your business and life is simpler and better – and funner.
-Ed
(To help you keep things simple, you can order two magnets of the above image for your office, courtesy of PM&A while quantities last. Click here to order. We will mail them to you at no charge.)
- Steve Jobs (Walter Isaacson)
- http://simplicityindex.com/
- YouTube https://www.youtube.com/watch?v=GnO7D5UaDig
For a printable copy of this article click [The Power of Simplicity]
Chiropractic & Practice Marketing Ideas for Fall 2016
(Download a PDF of this article)
3 Echelons of Practice 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.
So 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.
QUALITY SERVICE AND CARE COMES FIRST
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.
MOTIVATION
Plan weekly motivational talks at your team meetings and major motivational activities each month. These can be discussing case successes, watching Doctored, 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.
MARKETING MANAGEMENT
Someone to Coordinate
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.
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 departmentalized 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.
Calendar
Make sure you have a large calendar to post all of your upcoming promotions.
MARKETING PROCEDURES
COMMUNICATION CHANNELS
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 4-6 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.
- 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.
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.
Patient Education: Table Talk and the New Patient Care Class
In my opinion, educating your patients is more important than 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 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.
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 long as they did. 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.
Special Promotions
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
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. (http://www.acatoday.org)
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 differen 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 particular 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 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 health 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.
NOVEMBER
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 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 )
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 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 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.
DECEMBER
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 be involved to help others where they might not otherwise have the opportunity to do so.
JANUARY AND FEBRUARY
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!
Ed Petty
September, 2016
Phyllis Frase to Speak at the Chiropractic Society of Wisconsin Fall Summit on Referrals and Retention
Welcome back to Wisconsin Phyllis!
We are excited to have Phyllis returning to Wisconsin to join us at the Chiropractic Society of Wisconsin Fall Summit.
The Fall Summit will be held October 21st through the 23rd at the Kalahari Resort in Wisconsin Dells.
Are you and your team registered? If not you will want to as Phyllis will be presenting to doctors and staff all day Friday. She will be covering the following topic:
“The Secrets of Referrals and Retention”
What’s the secret? The pixie dust? The magic potion to creating patients that stay pay and refer for a lifetime?
In this class you will walk away with what makes a patient pay and value their chiropractic care. This interactive class will help you create great customer service and learn easy, solid systems and procedures that will take your practice to the next level. Included is low stress, low cost marketing ideas that you can implement on Monday morning.
For more information on Phyllis visit: Our Experts
To register for the CSW Fall Summit visit: CSW Fall Summit 2016
Wisconsin License Renewal Requirements
REMINDER: Wisconsin License Renewal Credentialing Requirements
Doctors of Chiropractic (DCs):
- Continuing Education: Forty (40) hours minimum of state board-approved courses; four (4) of the 40 in nutrition
- Maintain Current CPR
- State Approved Course Listings are updated regularly, and can be found at: DC Approved Courses
Starting in October 2016 and prior to December 14th, renew online: DC Renew
Chiropractic Technicians (CTs):
- Continuing Education: Six (6) hours minimum of state-board approved courses
- State Approved Course Listings are updated regularly, and can be found at:
- CT Approved Course Listing
Starting in October 2016 and prior to December 14th, renew online: CT Renew
Chiropractic Radiological Technicians (CRTs):
- Continuing Education: Twelve (12) hours minimum of state-board approved courses
- State Approved Course Listings are updated regularly, and can be found at:
- CRT Approved Course Listing
Starting in October 2016 and prior to December 14th, renew online at: CRT Renew
TIP: Keep your transcripts and file them safely, in the event of a continuing education audit.
All licenses (DC, CT, CRT) expire on December 14, 2016 at midnight.
Questions? Contact Lisa Barnett, PM&A Consultant, at 920-334-4561
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Links
DC Approved Courses: https://dsps.wi.gov/Default.aspx?Page=b74564c8-7d6c-4258-9809-cd118336a9f5
DC Renew: https://online.drl.wi.gov/UserLogin.aspx
CT Approved Course Listing:http://dsps.wi.gov/Default.aspx?Page=830a2718-a0f7-414c-8e97-2481f983bc78
CT Renew: https://online.drl.wi.gov/UserLogin.aspx
CRT Approved Course Listing: https://dsps.wi.gov/Default.aspx?Page=bcfb3543-eb0a-46bf-ba89-8f1fe6d84325
CRT Renew: https://online.drl.wi.gov/UserLogin.aspx
Printable Version of this quick checklist of requirements. [LINK]
Medicare in Your Chiropractic Office: Is Your Documentation In Order?
Lisa J. Barnett
Have you ever thought you could be both a great documenter and repeatedly educate your patients on their innate intelligence . . . if you only had the time? Keep reading on how to both bulletproof your documentation for a potential audit and maintain the energy of our profession’s principles.
Let’s help build your ammunition.
First . . . did you know that the US Health and Human Services advised Medicare to target chiropractors to curb questionable and inappropriate payments, projected at $280,000,000? Seriously! And clinics are, as I write this, being audited. How do I know? Because we’re receiving phone calls and emails asking, “What do I do? I received a letter from Medicare.” As a result, I’m traveling around to help chiropractic offices prepare.
To insure yourself and what you’ve worked hard for, make sure your documentation (that is, every single note in the patient’s file/your EHR software) is citing the following information:
- History Obtained at Initial Visit:
- Symptom(s) causing patient to seek care
- Family history if relevant
- Past health history (general health, prior illness, injuries, hospitalizations, surgeries, current medications)
- Mechanism of trauma
- Quality and character of symptoms/problem
- Onset, duration, intensity, frequency, location, radiation of symptoms
- Aggravating or relieving factors
- Prior interventions, treatments, medications, secondary complaints
- Initial Visit or New Onset
- History (as stated above)
- Description of the present illness:
- Mechanism of trauma (how did it happen?) For example, getting out of bed, twisting, gardening.
- Quality and character of symptoms/problem
- Onset, duration, intensity, frequency, location, radiation of symptoms
- Aggravating or relieving factors,
- Prior interventions, treatments, medications, secondary complaints
- Symptoms causing patient to seek care. Symptom(s) must be related to the level of the subluxation documented.
- Evaluation of spine/nervous system through physical examination.
- PART: pain and tenderness, asymmetry/misalignment, range of motion abnormality, tissue, tone changes
- Diagnosis: Primary diagnosis must be a subluxation, including the level or identified descriptive term of location, i.e., condition of the spinal joint involved, direction of position assumed by the named bone.
- Treatment plan, to include the following:
- Recommended level of care (duration and frequency of visits), specific goals, objective measures to evaluate treatment effectiveness, date of the initial treatment.
- Though not a documentation requirement, this is where you will educate the patient face to face, as to their subluxation and what will happen if they don’t get it corrected, as well as educate them on their innate intelligence.
- Subsequent Visits:
- Review of chief complaint, changes since last visit, systems review if relevant
- Physical Exam
- Exam – area of spine involved in diagnosis
- Assessment of change in patient condition since last visit
- Evaluation of treatment effectiveness.
- Though not a documentation requirement, this is a perfect time to re-educate the patient on chiropractic principles.
- Documentation of the presence or absence of a subluxation
- PART: pain and tenderness, asymmetry/misalignment, range of motion abnormality, tissue, tone changes
- Documentation of treatment given on day of visit (technique(s) used and areas adjusted)
- Progress or lack thereof, related to goals and treatment plan (is the patient meeting goals?)
Let me be clear: The above documentation requirements are not PM&A’s. They are Medicare’s.
Other Tips:
- Your subjective findings in initial visits/new onsets should tell a story about what happened, how it happened, and when it happened.
- The Visual Analog Scale (VAS) is not sufficient documentation as your sole objective tool. Use additional tools to measure objectives findings.
- See below for a typical VAS:
- You should self-audit your documentation on a regular basis.
In closing, get out there, do what you do best to attract and help anyone with a spine, and follow the above documentation requirements to armor yourself in the event of an audit by Medicare and other payers. Need help staying relaxed and focused, and getting paid? Give us a call. That’s why we’re here.
Sincerely in Chiropractic,
Lisa
Lisa is now providing a no charge initial consultation regarding your Medicare documentation. You can contact at (920) 334-4561 or by email at Lisa (at) @ pmaworks.com
More information on Lisa[LINK]
Download a printable copy of this newsletter [June newsletter]
Download a customizable copy of the Checklist: [Medicare Documentation ChecklistDOC]
Print Checklist (PDF)[Medicare Documentation Checklist-PDF]
David Michel to Speak at Moraine Park Technical College – 4/8
David Michel will be speaking on Friday, April 8th from 9:30 – 11:30 at Moraine Park Technical College in West Bend.
His topic “Overview of Medicare Billing for the Chiropractic Specialist” is open to the chiropractic public with limited seating for around 50 people. If you or your staff are interested in attending please let David know so he can inform Dr. McLean.
David can be reached at dave@pmaworks.com
Extreme Chiropractic Practice DevelopMENT! California Jam®, 2016
I am standing on a beach by the partially ice-covered Lake Michigan, sometimes referred to as part of the “Third Coast.” It is a good day!
Once a year I send out a promotion for the wildest and most unique chiropractic seminar I have seen in 30 years.
“Out-of-the-box” is a cliché that doesn’t really do Cal Jam justice. Like extreme sports, Cal Jam pushes the boundaries of what is customary and conventional.
But isn’t that chiropractic? Isn’t that you?
Chiropractic is unique (and wild) because it has purpose and soul.
Purpose and Soul, plus plenty of… Rock and Roll.
At Cal Jam!
Hope to see you there!
Date: March 18-20, 2016
Link to site: California Jam: www.CaliforniaJam.com