Facebook Marketing Tips

Facebook  is one of the fastest growing social networking medias on the internet.  It’s free and it’s fun.

If you dont’ have a Facebook page for your clinic it’s time to get one.  If you do have one, that is great!  Find us and friend us at  Petty, Michel & Associates Facebook Page.

Whether your a veteran or a novice to facebooking you can now use the helpful tips, compiled by Dana, to help spread the word about chiropractic and bring more people to your office.

Read Dana’s Tips at: Facebook Marketing Tips

Internet Marketing That Works

A web site is nice, but can it really generate new patients for you?

The answer is yes! And over the years, depending on the doctor’s internet marketing efforts, we have seen more new patients calling the office because of something they read on the Internet.

You probably have a web site. It could be a templated one you subscribe to or your own customized site.

But having a site is the easy part – it’s what you do with it that counts.  It is not like a phone book ad that you redesign every 12 months and then get conned into buying a larger ad by the phone book rep.

We have been studying internet marketing for many years now. It is a science and an art unto itself, with new approaches and technologies evolving monthly.  But there is also an awful lot of hype. Every company has a different pitch about how their web site is better. There are new gurus being born every week. Then, at a family barbeque, your 14 year old geeky nephew says he can throw up a web site for you over his lunch as part of a school project.  So, what do you do?

Because of all these things, your web site may just sit there.  Maybe it catches something now and then like a fishing lure, but more likely, it is mostly ignored and has floated to the river’s edge doing nothing.

We have a solution to this.

We will be sending more info about this soon. But the short version is that someone in your office should be able to work on your Internet marketing every week. Like any marketing, it only works if it is done.

We will be introducing the Chiropractic Internet Marketing Assistant Checklist and Support Program soon. Believe me – the Basic Level will be so easy even a Caveman, or Cavewoman, can do it.  (No offense intended!)

The internet is becoming more of a marketing medium for your office – and can be effectively used for generating new patients and keeping the ones you have.

The bottom line? 1-3 new patients for a few hours spent each month working on Internet marketing. Not a bad return.

Make sure you listen to our guest on this Tuesdays’ live teleclass this Tuesday, June 29th, at 12:30 Central time.

Dr. Jamie Phillips, having just given a presentation to the California Chiropractic Association, will be talking about practical steps you and your staff can immediately implement to get more new patients from the Internet.

We have known Dr. Jamie for many years and are impressed with her knowledge, savvy, service, and results. She loves marketing and chiropractic, and is effectively applying these passions to the internet.
More info on Dr. Jamie. LINK
As usual, there is no charge to our clients. The access number and phone number will be posted on your Members site and we will also send you a special reminder email.  If you are not an active client, you can register here: LINK.

Looking forward to many more new patients .. and returning active patients.

5 New Marketing Projects

We have been working on some new marketing projects and are now ready to tell you about them.

They are hot, effective, and don’t cost an arm and a leg. You can do them and if you do, you will see more new patients.

They are not totally a secret, so I am going to tell you what they are. But first, I want you to know why we are doing so.

We’ve often been asked why we do what we do: Why do we consult and coach chiropractors. Why not dentists or MDs, or why consult at all? Why this line of work? Particularly since we are not chiropractors.

Well, first of all, we have consulted dentists, MDs, podiatrists, even attorneys and are not averse to doing so. We have done well with them, in fact.

Not being chiropractors gives us a distinct advantage. We are not biased to a particular technique, or so in love with our own procedures and with what worked with our patients that we can’t help another doctor work out what is uniquely best for her or him.

But the thing is, we really share the philosophy and mission of chiropractic – and the Attitude as well.

Chiropractors help people get well without the use of drugs. They promote a healthy lifestyle. Now, it should be no news to you reading this that this has always gone against Big Money.  The Big Money is in disease care.

We truly feel that chiropractors are the Health Rangers and Health Champions in a world dominated by gold digging corporations that manipulate public opinion to eat badly – and buy more and more drugs.

Chiropractic, by its very nature, opposes this and has for over a 100 years.

But reviling disease care peddlers can only provide you with a short term self righteous ego boost.  The real solution is not to loudly ridicule drug companies and the MD monopolies, or their bed partner, the health insurer. (But it may make you feel better, so go ahead! In fact, give ’em hell.)

The real solution is to tell your story.

Communicate loudly and continuously the benefits of chiropractic as the FIRST solution people should seek for their HEALTH.

We have seen and know the benefits of chiropractic and the chiropractic lifestyle and have seen the alternatives: sick, brainwashed people fed drugs and receiving “procedures” at great expense to our economy.

So that’s why we do this. It is a personal thing.

Now, to help you tell your story this summer, we have a number of super cool – and effective – programs which we will be presenting over the next few weeks.

1.    Internet Marketing. Having a web site is no longer enough. It is what you DO with it that counts. We have put together action steps that a chiropractic assistant can follow to help get you more new patients from the Internet.  (Special teleclass program with Dr. Jamie Phillips on Tuesday, June 29th. More info soon.)

2.    Community Services. Since the 1980’s, screenings have always been around. We have organized our successful experiences with screenings, and other external events, to show you how to greatly increase your new patients from these events.  This is a fun program.

3.    Energizing Your Marketing and Your Practice. Without giving away the whole program, we have new slant on an old approach to practice marketing that has proven to generate more new patients just with your current programs. The best part: it doesn’t cost a dime!

4.    Innate Marketing Secrets: How To Generate More New Patients Invisibly. This is based on study we have been doing for a while now. It is almost spooky in how it works.  But it does.  Stay tuned.

5.    Practice Management. We will show you a powerful management tool – that the whole staff can use – that increases production and improves performance.  And it is nothing new. You have it already, but for the most part, most offices just don’t use it.

It’s summer time and we want to help you get more people healthier.

Watch for more information on these programs soon.

Last Seminar/Next Seminar

We just finished our 10 classes in 1 day seminar in Minneapolis – our “10 in 1.”  From what I heard and saw, everyone had a great time. I know we did. And for my money, I think we had some of the best professionals in the country giving presentations – as well as attending!

Dave Michel at 3Goals Seminar in Minneapolis
Dave Michel at 3Goals Seminar in Minneapolis

In addition to great presentations by Phyllis Frase on chiropractic philosophy and procedures for staff, Dave Michel on insurance, and myself on marketing and practice building, we had two guest doctors.

Dr Tom Potisk at 3-goals Seminar in Minneapolis
Dr Tom Potisk at 3-goals Seminar in Minneapolis

One was Dr. Tom Potisk who went over how he maintained a joyful practice for 25 years in a multi-doctor setting with 2 associate doctors.

Dr. Shane Walker at 3-goals Seminar in Minneapolis
Dr. Shane Walker at 3-goals Seminar in Minneapolis

Then, as a special guest, we were pleased to have Dr. Shane Walker who is the president of the Federation of Straight Chiropractors. He lit the room up with passion, statistics, and purpose and reminded everyone about the power of chiropractic, as well as it’s importance in society today.

So, just a reminder:

Our Milwaukee seminar is coming up soon.

Dave, Phyllis, and myself all have new material covering C.A. training, insurance and reimbursement procedures, and marketing and practice building.  Our presentations are all based upon the work we do each week in offices across the country – and what we see working, and not working.

For our Milwaukee seminar, we are especially pleased to have two exceptional doctors giving presentations on Thursday, May 20th.  Both are highly qualified and successful doctors that set great examples for excellence in their practice, business, and life.

We will be sending info out on them soon, but you can find out more here.

Hope to see you all in Milwaukee.

Chiropractic and Earth Day

It was 40 years ago when Senator Nelson, from Wisconsin, helped start Earth Day.  (It started in March, 1970 with teach-ins at the University of Calif. Davis and San Francisco. I was there!)   Since then, there has been a battle between natural health, and chemicals and toxins.

Chemicals in Our Environment

  • 1972:  DDT, an organochlorine pesticide, was banned
  • 1976:  The Environmental Protection Agency (EPA) establishes the Toxic Substance Control Act (TSCA)

62,000 chemicals were grandfathered in as being safe.  Two chemicals have been banned since 1976.

  1. 1978 Polychlorinated Biphenyls (PCB)
  2. 1989 Asbestos

There has been no attempt to ban a toxic chemical since 1989.
The amount of chemicals produced or imported by the United States in one day would fill up 623,000 tanker trucks with a capacity of 8,000 gallons each. (Taken from Dr. Dan Murphy who quotes: The Body Toxic How the Hazardous Chemistry of Everyday Things Threatens Our Health and Well-being. By Nena Baker 2008)

Not counting the chemicals Americans take in from hormones, pesticides, herbicides, and other poisons in our fast food, super-sized nation, we pound prescription drugs in to our bodies.

American Prescription Drug Use

  • The average number of prescriptions [drugs] per person, annually, in 1993 was seven.
  • The average number of prescriptions [drugs] per person, annually, in 2000 was eleven.
  • [The average number of prescriptions drugs per person], annually, in 2004 was twelve.

The total number of annual prescriptions [drugs] in the United States now stands at about 3 billion. The cost per year is about $180 billion, headed to and estimated $414 billion by 2011.  (taken from Dr. Dan Murphy who quotes:How Prescription Drugs Are Altering American Lives, Minds, and Bodies Greg Critser 2005)

This is actually old data and the average number by 2010 is probably much higher. I have seen patients walk in with pages of 20 “’scripts”, and heard of even as many as 50. I am sure you have too.

In Our Drinking Water
A vast array of pharmaceutical including antibiotics, anti-convulsants, mood stabilizers and sex hormones have been found in the drinking water supplies of at least 41 million Americans, an Associated Press investigation shows.  in the course of a five-month inquiry, the AP discovered that drugs have been detected in the drinking water supplies of 24 major metropolitan areas _ from Southern California to Northern New Jersey, from Detroit to Louisville, Ky.   (USAToday)

Our Babies Swim Now In A Soup Of Chemicals.
287 human-made chemicals – most of them hazardous – in the blood of infants

According to a study released by the Environmental Working Group, a policy research and activist organization, tests measuring the so-called “body burden” of industrial chemicals, conducted on ten random samples of umbilical cord blood, detected 287 chemicals.

The samples, supplied by the American Red Cross, registered 180 chemicals known to cause cancer in adults, 217 that are linked to brain and nervous system damage, and 208 that have been shown to affect fetal or child development in animal tests. For 209 of the contaminants, this was the first time researchers had identified the chemicals in newborn blood.                                (Environmental Working Group)

What Should Be Done?
What do the so called health care leaders say about the poisons we feed to our planet, our people, and eventually our unborned children?  Where are the medical doctors or health insurers or pharmaceutical CEO’s speaking out against this. Or, our elected officials?

No one is talking, or if so, their voices are not heard.

And you know why?  Simple: because for the most part, they are not HEALTH Leaders.

And who are the health leaders?

You are! The chiropractor and the chiropractic professional. A healthy populace needs more than just “providers.” Your community needs leadership. The members of your town are bombarded with ads for drugs, for fast food, for industrial corporate food, for the easy “no effort way” to what they want. Add in natural human laziness, and you will find that your patients are getting sicker.

Health is a word which has been hijacked by the drug and insurance companies. But the chiropractor is the true health leader.

Earth Day gives you an easy avenue to extend your reach as a health leader into your community as well.  Well educated patients and community will seek to have a healthy town and a healthy body without the use of chemicals.

Ed

Sample posters. Link

Come celebrate with us on Earth Day by attending our seminar in Minneapolis.

Printable version of this article to give to patients. Chiropractic and Earth Day-for patients

In Your Chiropractic Office, Do You Have a Golden Goose in Your Hands?

(an article by Phyllis Frase)

Do you remember the movie Willy Wonka and the Chocolate Factory? One of the characters named Veruca in the story wanted the goose that laid the Chocolate Golden Eggs. She demanded that her dad get her the goose that laid those eggs. She was a spoiled brat. Keep in mind she didn’t want to care, nurture and train that goose to lay those golden eggs. She just wanted the end product which was the chocolate golden eggs. She disobeyed Willy Wonka. Veruca and her dad are rejected as “bad eggs” and sent plummeting down a garbage chute in the golden egg sorting room. If Veruca had just stayed the course, in the end, she would have had all the golden eggs she could have wanted or needed.

What does this have to do with your practice?
Every day you have geese (patients) that want to lay golden eggs in your practice .  We just don’t look at their signals to help those eggs to be laid.  If you haven’t figured out what the “golden” eggs are, it is your internal referrals from your existing patients. We believe that if we have patients that they should automatically refer their friends and family to us. We are a little like Veruca that just wants the end product which in our case would be lots of new patients. Some patients do refer and most do not. It’s not that they don’t want too; it’s just that they are not cared, nurtured or trained to refer their friends and family to you.

Let’s look at your average new patient. Typically, the average chiropractor is blessed to receive 8-10 new patients a month, without really doing anything out of the ordinary such as  yellow pages, internal referrals and other marketing efforts. If we really care, nurture and train those 8 to 10 geese to lay their golden eggs in your practice (which would be their friends and family), you typically could double your new patients or golden eggs without a lot of effort.  These eggs are warm and ready to produce beautiful geese that will produce over and over given the right environment.

So how do you get production or referrals from your existing patients? You have to feed them every day. Set the referral seeds within your practice. Within the first 30 days of a patient starting care is when they are most enthusiastic about their chiropractic care. Set procedures to create the referral to happen.
In the first visit.  Invite the spouse to the report of findings. Make sure the staff follows through with this as well by giving a spouse pass to the report of findings. Will all of them come no, will a lot of them come, yes if you ask and it happens every time. If the patient doesn’t bring a significant other to the report of findings make sure it is noted in the report of findings and tell them they have another opportunity to learn about your care at our foundations, WOW or new patient orientation workshop.  Yes, patients do come to those workshops and that is another article all by itself.

These procedures seem old and worn out and most of the time we forget to ask the patients for these things because we have gotten beaten up or is not worth the effort anymore.  They do become worn out if the practices are not doing the procedures each and every time with each patient and having the staff follow through when the doctors have forgotten to review this on the first and second visit. Calling the new patients after the first adjustment is a referral stimulator. Those few things we all know and we tend to let them slide by as the opportunities for our golden eggs slip through our hands.

Here are a few referral opportunities that you can start right away in your practice and get good results from practicing them every day. Will you get the golden egg every time as the goose lays an egg, not all the time but if we care, nurture and train that goose, we will get more golden eggs than bad eggs.

Non promotional and promotional referral opportunities
Have the referral talk with specific people.
Can I talk to you a moment?
Sit next to the patient.
Have you been getting good results with your chiropractic care? Great
Do you enjoy coming here? Great
Can I ask you a question?
Why haven’t you given me the opportunity to check/scan your family?

PAUSE LET THEM TALK FIRST

It is my mission to check as many spines as possible so that people can be a healthy as possible.
I want to give you this coupon.  Bring in cans of food and I will waive the $25.00. (Let the patient see you mark through the price or whatever monetary cost you have associated to the coupon) Let me check their spines.  There is no obligation for them to start care.
Sports- Are your kids playing sports?  Really?  Did you know that chiropractic increases reaction time and reduces injuries?  The athletes that are under care usually perform better.

  • Remember to review your new patients at each staff meeting.  Determine who has family members that have not been checked and make an effort to put a coupon on their travel card, promotional flier or a stop manager/reminder on electronic notes so it will remind you to talk to them. Create a friends and family coupon to give to the patient.  Change the color or the wording every 2 to 3 months so it looks different each time. Print coupon on card stock. You can create these in word or publisher or go to our member’s site and find several customizeable samples. Always list the retail value of any services you are offering that are complimentary or at your expense.
  • Target specific people every day to have “the Talk” with and make a goal to hand out the friends and family coupon to a specific number of patients each week. This should be decided on as a team. Have a contest to see how many people get signed up. Dinner, lunch, time off, make your goal to get people checked regardless if they start care or not.
  • If the patients come to the counter with the coupon, that should signal the staff to ask the patient about the coupon.  “Great, Joe the doctor gave you the special coupon. Let me give you some new patient times, that way it will be easier for them to schedule an appointment. Who are you thinking of referring?”
  • Even if the patient doesn’t come up with the coupon and you know they are suppose to have one based on your communication with your doctor, the staff should go through the exercise of the referral talk.
  • Have a referral follow up sheet at the front desk and list the name of the patient, when the coupon was given, expiration date and whom they are going to refer and next date to follow up .
  • If they have not called yet in a week, when the regular patient comes in ask if they gave out the coupon. If yes, “okay we were just checking because he/she has not called yet. That coupon expired in so many days.  We won’t be having another promotion like this for another two months or the doctor only gives out the friends and family coupons four times a year.” Create a sense of urgency around that special. “Would you like to take some additional material with you that will explain chiropractic more?”  Have special brochures that can be handed to the patient. Make sure your name, address and phone number is on any literature that goes out your door.
  • Always have a bulletin board promoting your offers and as the time gets to the end create a banner that is put across the bulletin board- 5 days remaining or 3 new patients’ slots remaining. Or mark through any remaining fliers or material that you have.
  • Decorate your office during promotions. If you think you have decorated enough, it’s not enough.  Create a new experience when your patients come in. You need to stimulate them visually so they will ask questions.  Why all the hearts or the shamrocks? “Well, Joe I am so glad you asked, we are having a new patient opportunity.  Let me tell you how it works.”
  • Print enough fliers to be in your office everywhere.  In the adjusting areas, in your new patient orientation folders, in your bathroom, behind doors.  Anywhere people will see it and can’t miss it.  Enough is never enough.  Print your materials in color don’t be cheap by only using black and white copies. Always review your promotions after they are complete to see what needs to be changed or tweaked.

Chiropractic and Earth Day

A healthy earth has a lot to do with a healthy body. But over the years, we keep pouring chemicals into the atmosphere and earth as well into our bodies.

Chemicals in Our Environment

  • 1972: DDT, an organochlorine pesticide, was banned
  • 1976: The Environmental Protection Agency (EPA) establishes the Toxic Substance Control Act (TSCA)
  • 62,000 chemicals were grandfathered in as being safe Two chemicals have been banned.
  1. 1978 Polychlorinated Biphenyls (PCB)
  2. 1989 Asbestos

“There has been no attempt to ban a toxic chemical since 1989.
“The amount of chemicals produced or imported by the United States in one day would fill up 623,000 tanker trucks with a capacity of 8,000 gallons each.” (taken from Dr. Dan Murphy who quotes: The Body Toxic How the Hazardous Chemistry of Everyday Things Threatens Our Health and Well-being. By Nena Baker 2008) Not counting the chemicals Americans take in from hormones, pesticides, herbicides, and other poisons in our Fast Food, Super Sized nation, we pound prescription drugs in to our bodies.

American Prescription Drug Use

  • “The average number of prescriptions [drugs] per person, annually, in 1993 was seven.
  • The average number of prescriptions [drugs] per person, annually, in 2000 was eleven.
  • [The average number of prescriptions drugs per person], annually, in 2004 was twelve.

The total number of annual prescriptions [drugs] in the United States now stands at about 3 billion. The cost per year is about $180 billion, headed to and estimated $414 billion by 2011.” (taken from Dr. Dan Murphy who quotes:How Prescription Drugs Are Altering American Lives, Minds, and Bodies Greg Critser 2005)

This is actually old data and the average number by 2010 is probably much higher. I have seen patients walk in with pages of 20 “’scripts”, and heard of even as many as 50.

In Our Drinking Water
A vast array of pharmaceutical including antibiotics, anti-convulsants, mood stabilizers and sex hormones have been found in the drinking water supplies of at least 41 million Americans, an Associated Press investigation shows. in the course of a five-month inquiry, the AP discovered that drugs have been detected in the drinking water supplies of 24 major metropolitan areas from Southern California to Northern New Jersey, from Detroit to Louisville, Ky. http://www.usatoday.com/news/nation/2008-03-10-drugs-tap-water_N.htm

Our Babies Swim Now In A Soup Of Chemicals.
287 human-made chemicals – most of them hazardous – in the blood of infants .

According to a study released by the Environmental Working Group, a policy research and activist organization, tests measuring the so-called “body burden” of industrial chemicals, conducted on ten random samples of umbilical cord blood, detected 287 chemicals.

The samples, supplied by the American Red Cross, registered 180 chemicals known to cause cancer in adults, 217 that are linked to brain and nervous system damage, and 208 that have been shown to affect fetal or child development in animal tests. For 209 of the contaminants, this was the first time researchers had identified the chemicals in newborn blood. http://www.usatoday.com/news/nation/2008-03-10-drugs-tap-water_N.htm

Earth Day is Health Day
Learn more. Read books. Talk to your chiropractor. Eat natural and organic food. Get regular spinal adjusts to support your spine and nervous system. Educate others. You can help your family and friends find relief and better health without the use of toxins by encouraging them to come in for an initial consultation with the doctor to see if chiropractic can help. Chiropractic is 100% organic and always has been. No drugs or toxins. The chiropractic lifestyle supports a healthy spine, nervous system and body.

Chiropractors: Never Work Another Day in Your Life!

Did you know that 73% of chiropractors can make all the money they want without ever working?

This is proven by 83% of studies.

Yes, that’s write. You two can make all the money you want, and even more, without even working.

Honest.  No more talks, letters, or yellow pages or even internets.  You don’t even have to sea patients.

moneyman

With this SECRET system I was able to make lots ‘o bucks.  (Doctre Phulo Vit)

Am I talking to you?  Yes, we are.

I have just discovered 6.3 steps on how to make all the money you want with out hardly working ever and getting all the love you need.   Honest.

Yea. Baby.

So, call us now at 800 APR-FOOL

=================================================

Don’t be fooled.   Get the real stuff.   Come to our seminar in Minneapolis and Milwaukee this spring.

See you there.

Happy Easter to you all.

Love,

The PM&A Team

Chiropractor to Chiropractor: Reclaim the Joy of Practice

Being a chiropractor can be a lonely job.

Who knows what it is like to adjust patients late in the afternoon while one patient is going on and on and the next one is dirty from work and smells?  And yet another just called in who has been under care for two weeks and is in pain and wants to be seen right away – who knows what that is like?

Someone who has been there and done that – another doctor.

You aren’t looking for advice, that can wait. You don’t need a lecture.  It would just be good to talk with someone who has been there before and survived, or better, thrived.

Let me introduce Dr. Tom Potisk.  He is not the overbearing charming salesman type of a doctor that you often see in consulting programs.   Actually, not too many doctors are really like that.  In fact, most doctors are very similar to Dr. Tom.

Dr. Tom and Dave, Phyllis and myself have been discussing an additional ingredient to practice success that that we feel doctors need. Simply, another doctor to talk to.  They have us, of course. But we are managers and marketers and practice builders.  That is our specialty.  And we too have been there and done that, since the 1980’s.  But as managers – not as doctors.

We feel doctors need both for practice success: a professional manager to help build a profitable and self sustaining business AND the support and perspective of a professional, experienced chiropractor.

So we are very happy to partner with Dr. Tom Potisk in providing services to our wonderful wonderful clients.

We are pleased to announce that Dr. Tom will be giving a number of presentations at our upcoming seminars this year.  One of the classes will be on Doctor to Doctor: Reclaiming the Joy of Practice.  This is his basic theme: how, as a doctor, you can truly enjoy each day doing what you do as a doctor.  His approach is simply – doctor to doctor. Not as a coach, but as a fellow doctor who has been through what you are going through and made it to the other side – very successfully.

Listen to this his first teleclass you – you will find it very motivating and reassuring.

Hope to “see” you there,

Ed

Here is what others have said who have listed to his full presentation:

“Dr. Tom’s program was fantastic! I laughed, I cried, and I went back to my practice with a new, deeper sense of dedication and confidence. All DCs need to hear his message!” – Dr. Donna Stackpool, Lake Geneva WI

“Reclaim the Joy of Practice was an amazing presentation!  Dr. Potisk made the evening fun and enlightening with great tips on how to stay happy and truly enjoy Chiropractic.  I loved the history references with BJ.  It was a great reminder of how generations past fought for Chiropractic and how we need to honor them and the profession AND continue the passion.  Thanks Dr. Potisk for lighting the fire again!” – Tara Gill DC, Delevan WI

“After nearly 40 years of practice, I thought I heard the last of the great, authentic, and sincere chiropractic programs years ago; then along comes Dr. Tom Potisk with his Reclaim the Joy of Practice presentation. He brought me right back to what I remembered as the good-ole-days with an adjustment between my ears. High pi Dr. Tom !”  – Jerry Zelm DC, Oconomowoc WI

And you can read more about Dr. Tom Potisk here.

New Health Care Legislation and Chiropractic

Late last night the House of Representatives passed a major bill affecting health insurance.

According to a press release by the American Chiropractic Association, “This means that the provisions contained in HR 3590 now only await President Obama’s signature to be enacted into law. These provisions include an important provider non-discrimination provision long championed by the American Chiropractic Association (ACA).

Incorporation of this provider non-discrimination provision, also known as the “Harkin Amendment,” was achieved primarily due to the efforts of Sen. Tom Harkin (D-Iowa), with help from other key players such as Sen. Chris Dodd (D-Connecticut). Although he did not support the final bill overall, Sen. Orrin Hatch (R-Utah) also lent his support for the advancement of the non-discrimination provision.”

A key feature of the bill which will benefit chiropractic patients is the subject of ERISA.  According to the ACA press release:

We now have a federal law applicable to ERISA plans that makes it against the law for insurance companies to discriminate against doctors of chiropractic and other providers relative to their participation and coverage in health plans.

Read more here.

More Videos and Photos from PM&A’s Adventure to the Chiropractic California Jam 2010

Dr. Tom Potisk gives a succinct and complete accounting and review of our travels to, and as it turned out, through Southern California. (see earlier post)

Here are some various videos and photos if you want more, though rough and candid, reporting. (Some videos may need the volume turned up.)

Walking to Cal Jam

Opening – Don’t Back Down – Chiropractor

Some photos

Cal Jam 2010 Chiropractic, Petty Michel - Associates

Clips from various talk. May have to turn up volume.

Dr. Brian Porteous – a clip from his talk on the hyperstension study. LINK

Dr. Dan Murphy – talks about recent research on toxic chemicals and how they affect nervous system and adjusting – (9 min) LINK

Dr. Dan Murphy – talks about cervical spine, referencing the hypertension study. LINK (5 min)

Dr. Dan Murphy – refers to book by M.D. references Innate. LINK

Dr. Fabrizio Mancini – applying chiropractic is not complicated. (2 min)   LINK

Motorcycles, Natural Hot Springs, Sushi, and Chiropractic Philosophy – Wowee! What a Weekend!!

In the natural hot springs.

In the natural hot springs.

I just returned from a few days in Costa Mesa CA.  I attended CalJam, a chiropractic philosophy/music convention, with Ed Petty from PM&A.   It was refreshingly different because of the focus on chiropractic’s unique philosophy combined with music.

The man behind it all is Dr. Billy DeMoss and his fun-loving personality really shows in the event. Check out my video of BJ Palmer resurrected[Longer Version]

Of course, I had to give Ed a lesson about why I’m called the “down-to-earth” doctor (www.thedowntoearthdoctor.com), a big part of it is going on adventures, so I took him on a high desert search for a natural hot spring called Deep Creek Spring. Yes, those are my feet in the picture.  Ed reciprocated by guiding me on a motorcycle tour one of the days – I drove my first Harley and now I’m hooked!  Thanks Ed.

My Harley in Laguna Beach, CA

My Harley in Laguna Beach, CA

As I listened to many of the greats like Dr Dan Murphy, Dr. Fabrizio Mancini, etc. I became even more grateful for the 25 years of tremendous success I’ve had in chiropractic. “Best profession in the world!” is what I told a 2nd semester student I bumped into there.  He was wondering if he made the right decision, given all the negative news circulating about the business of practicing lately.

The speakers were talented and the content inspiring, but it also became apparent to me, that the seminars of PM&A are better in the sense that they lack sales. What I mean is that all or most of the speakers at CalJam, as inspiring and fun as they are to listen to, have a hidden agenda – they want to sell me something. That’s one of several reasons why I stayed with PM&A as my practice management guide, and why I’m excited to now be a part of their team.

I teach a class around the country called Reclaim the Joy of Practice, based on my book of the same name (www.reclaimthejoy.com) for content, I’m always on the lookout for exceptional DCs.  I bumped in to Dr. Gerald Clum, president of Life West Chiropractic College.

Listen to his brief message in response to my question “What can chiropractors do to be more successful?”  LINK.

Doctor, how can you apply that message today?

How to Make Your Chiropractic Marketing More Effective: Give a Reason

A fundamental component to marketing your chiropractic services is communicating a reason, rationale, or a purpose for why you are marketing.

For example, if a store has a SALE each month with a discount on some of their items, you might think: “So what? Just another sale.”

So the department store thinks up some reason for the sale. It could be “Back-to-School” sale, a “Food Drive” sale, or a St. Patty’s Day party.

All of your marketing should have a topical theme. In our marketing materials, we have many, from Organic Health Care Week (in conjunction with Earth Day), Mother’s Day coupon with flowers, Fibromyalgia Awareness Week, etc.

But behind all of these themes should be a more dominate reason for your marketing. And here is a powerful truth: The better your staff, your patients, and your community understand this reason, the more responsive they will be in to your marketing efforts.

For example, we recommend that you write a letter to your patients explaining to them your real reasons for marketing your services. It could called: “Why We Promote – A Letter to Our Patients.”  To help you get started, we have a questionnaire here and a sample letter.

(For our clients, we have written a sample letter that has become popular which you may access on your Member’s web site under “New Stuff.” (need password.))

Why Do You Market Your Chiropractic Services?

Answer these questions thoughtfully.

Then, compose a few paragraphs for a letter, or for your web site.  You can also use this as a close on your patient lectures.

  • What do you experience when you see the family and friends of your patients get results from your care?
  • Do you ever see patients that have had unnecessary or failed back surgeries?
  • Do you ever see patients that take, or have taken, toxic drugs to alleviate their symptoms that you were able to alleviate naturally?
  • How would have the lives of these people been changed had you been able to adjust and treat them years earlier?
  • Since you are not supported by pharmaceutical companies or hospitals for your community education, how can you get the word out to your community?
  • This is why you have to rely on your staff and patients, and on occasional promotions and special events.

A Reason Behind Your Chiropractic Marketing

A fundamental component to marketing your chiropractic services is communicating a reason, rationale, or a purpose for why you are marketing.

For example, if a store has a SALE each month with a discount on some of their items, you might think: “So what? Just another sale.”  So the department store thinks up some reason for the sale. It could be “Back-to-School” sale, a “Food Drive” sale, or a St. Patty’s Day party.

This is why many businesses over the last 15 years have used donation drives, or special causes, to help promote their services. Buy a bottle of water at Starbucks and a percentage of it goes to poor African children.

This works as long as the customer thinks it is a legitimate reason, but as soon as they find out that it is questionable, they stay away.  The Starbucks Ethos Water program, for example, has been discredited for a number of reasons. First, the retail bottle goes for $1.80 but only five cents goes to African kids.   The water bottles are manufactured by Pepsi and do not contain recycled materials. Plus, plastic bottles are ecological problems as they are reported not do decompose for a thousand years.

Over the Holidays, many businesses have sales and claim it is in conjunction with “Food for Families”, “Toys for Tots”, etc.   These are now so numerous that one can wonder about the genuine nature of such campaigns.

But donation drives are great. They can be effective, as can any promotion. But for any promotion to be effective, it helps if there is a reason behind it that is appealing and believable to your market. You should be genuine.

We recommend that all of your marketing have a topical theme. In our marketing materials, we have many, from Organic Health Care Week (in conjunction with Earth Day), Mother’s Day coupon with flowers, Neuralgia Awareness Week, etc.

But behind all of these themes should be a more dominate reason for your marketing. The better your staff, your patients, and your community understand this reason, the more active they will be in responding to your marketing efforts.

What is the underlying reason for your marketing?

Money, of course.  More new patients? Of course. But, as a doctor, what is your reason?  We suggest you work this out and communicate it to your patients and staff, and even your community.

(For our clients, we have written a sample letter (Why We Promote – A Letter to Our Patients) which you may access on your Member’s web site under “New Stuff.” (need password.))

Asking Permission, Gaining Respect

By Dr. Tom Potisk

Doctors of chiropractic appreciate respect as do patients. When a doctor acknowledges and recognizes that the patient may have limited time and money, a mutual respect develops and the situation becomes win-win. For example, when making a recommendation to a patient, ask “May I explain the tests that need to be performed today?”, and then “These will take approximately ____ minutes. Do you have time today?”

After explaining the results, a good follow up is: “Are you ready to start treatment today?” Then explain the treatment.

Far too often doctors get into a routine and they begin to assume that the patient wants what you’re about to perform. Asking their permission to proceed not only relaxes the patient but lowers your liability because you’ve gotten their consent.

Never assume that permission has already been obtained by staff. Ask “Has the receptionist explained our procedures and policies?”

For gaining referrals, avoid the harsh “Bring in your spouse and child for a spinal exam.” Instead ask, “Many of my patients bring their family here for preventive check-ups. Would you be interested in how that works?” The best time to ask this is when the patient has praised your treatment. As Doctor Sid Williams says, “Breed them while they’re in heat!”

For building a wellness care practice, a great question is “If there were a way of preventing this problem from reoccurring and avoiding new problems would you be interested?”

At the end of your practice day, reflect upon it and take notice of how many times you asked questions versus issued advice and orders. The ratio should be about 50:50. Don’t be afraid to ask your staff for their perspective of your performance. They are your best source of input and will feel honored by your inquiry.

In this era of managed health care and busy lifestyles, asking for the patient’s permission goes a long way in gaining their respect and building a joy filled successful practice.

Dr. Tom Potisk has been a client of PM&A for nearly all of his 25 year multi-doctor practice. He now works with PM&A and is soon publishing a book titled Reclaim The Joy Of Practice.

Medicare and Wellness Pricing

“A client recently asked us ‘What can I charge Medicare patients for wellness care?”  The answer, as is often the case with insurance, is ‘it depends’. There are several factors that must be considered and a few Medicare regulations that have to be reviewed”

Medicare has covered and non-covered services, as you know.

Non-covered services for chiropractic are easy. Exams, x-rays, extremity adjustments (98943), and therapies are all non-covered services and you may charge the patient whatever your fee is or whatever you have worked out. (WPS Medicare Fraud & Abuse Manual, pages 18-19; Sect 1862(a)(1), Waiver of Liability). Any of these services may be billed with a –GY modifier (indicating they are billed for denial purposes only), but they will be denied regardless (http://www.medicarenhic.com/providers/pubs/Chiropractic%20Billing%20Guide.pdf , page 21-22).

Non-covered services are never paid by Medicare. These services are not considered a benefit of the Medicare program. Because of this, there are no restrictions on what you may charge for these services or what a supplemental insurer may pay (ibid). You do not even need to bill them to Medicare except that you may want them to be denied or to be forwarded to a secondary.

Covered services for chiropractic included spinal adjustments (98940-2) when billed for a covered diagnosis (L30328, http://www.wpsmedicare.com/part_b/policy/active/local/_files/l30328_chiro001.pdf ). A covered service can be paid or can be denied as not medically necessary.

If you are a participating provider, and you bill an adjustment (98940-2) with the correct diagnosis and with the –AT modifier, it will generally be paid by Medicare at 80% of the par fee amount. The fee schedule is published annually (http://www.wpsmedicare.com/part_b/fees/physician_fee_schedule/) and is mailed to you on a disk near the end of every year.

If a covered service (98940-2 -AT) is paid, no problem.

If a covered service is denied as not medically necessary, AND you have notified the patient in advance that Medicare may deny the claim (with your ABN form), then you may collect from the patient.

If you have had the patient sign the ABN, and you are doing an adjustment for an acute or active problem as defined above, then you are billing with the 9894x – AT – GA code and modifiers to indicate it was acute care and that the patient signed the ABN (L30328),
(http://www.chirobase.org/19Insurance/CR3449.pdf page 3, http://www.cms.hhs.gov/MLNMattersArticles/downloads/MM3449.pdf ).

If you are doing a maintenance or wellness adjustment, and you have had the patient sign the ABN form, you are billing without the –AT modifier but with the –GA modifier (9894x – GA) indicating you are billing a covered service and notified the patient in advance that Medicare will deny the claim. You must still bill Medicare for the service, as it is a covered service (http://www.cms.hhs.gov/MLNMattersArticles/downloads/SE0749.pdf , page 4, point#6).

If you are doing a maintenance or wellness adjustment or if you are doing services that are not medically necessary (98940-2), and Medicare denies the claim, AND you did NOT have the patient sign the ABN form, the patient should not be billed for the claim, not even for the deductible or co-insurance (Sect 1862(a)(1), Waiver of Liability). The secondary may or may not pay the claim and Medicare does not have any problem or jurisdiction if the secondary or supplemental insurance pays the claim.

Now, hopefully that is all clear. If not, you can go to the references I hyperlinked for further clarification. I always suggest you go directly to the sources on these.

So the simple question is, IF you bill for the adjustment (98940-2) without the –AT modifier, but with the –GA modifier, indicating it is maintenance care and you notified the patient in advance, what can you charge?

Here is what Medicare states:

“The only situation in which non-opt-out physicians or practitioners, or other suppliers, are not required to submit claims to Medicare for covered services is where a beneficiary or the beneficiary’s legal representative refuses, of his/her own free will, to authorize the submission of a bill to Medicare. However, the limits on what the physician, practitioner, or other supplier may collect from the beneficiary continue to apply to charges for the covered service, notwithstanding the absence of a claim to Medicare.”

“If an item or service is one that Medicare may cover in some circumstances but not in others, a non-opt-out physician/practitioner, or other supplier, must still submit a claim to Medicare. However, the physician, practitioner or other supplier may choose to provide the beneficiary, prior to the rendering of the item or service, an Advance Beneficiary Notice (ABN) as described in the Medicare Claims Processing Manual Chapter 30. (Also see §40.24 for a description of the difference between an ABN and a private contract.) An ABN notifies the beneficiary that Medicare is likely to deny the claim and that if Medicare does deny the claim, the beneficiary will be liable for the full cost of the services. Where a valid ABN is given, subsequent denial of the claim relieves the non-opt-out physician/practitioner, or other supplier, of the limitations on charges that would apply if the services were covered.”

(http://www.cms.hhs.gov/manuals/Downloads/bp102c15.pdf , Medicare Benefits Policy Manual)

Read the whole section. I have underlined the key point. Medicare does not reprice your normal fees in this case and you are free to charge the patient accordingly.

I know that was a long way around to the answer, but this was not just a yes or no question, as you have to understand Medicare and the factors that are involved.

Dave

Meeting Family Deductibles

This article was sent in to us by one of our clients. We felt it was a great suggestion and thought it might help your office when faced with the same situation.

“I just wanted to pass something on that may benefit your other offices.  If we have families that we treat where only two or three of them need to meet their deductibles, we choose the family members that are incurring the most charges and send those in right away.  The other family members we hold the charges until the family deductible is met.

“For instance, we have a family of about 8 people that we are treating that have to meet two deductibles to make their family deductible.  We are only sending CMS-1500 forms on two of those patients until the deductible is met, then we will submit all the bills from the other family members so that we don’t have bits and pieces being eaten out of everyone’s claims unnecessarily”

Filing in this manner, simplifies the collection of the patients out-of-pocket at the front desk, reduces the number of claims affected by the deductibles and overall increases the efficiency of the accounting for these patients.

Thanks Laura D from Family Chiropractic