Tag Archives: covid

Is the Sun the New COVID?

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Dr. Peter McCullough, MD and Ed Petty at CSW VaxCON convention

A look at who’s behind the curtain

Friday morning, I had my annual skin cancer check-up with a dermatologist.

She entered the room hastily and, with forced friendliness, asked me how I was doing while she looked at some papers. Then, she abruptly looked at me, face-to-face, and asked me if I had been using “protection.”

I was so shocked, taken off guard, trying to process what she was talking about. I might even have been a little frightened… as if I were a teenage boy on the prowl, and the school counselor were admonishing me to use “protection.”

She looked me over. Aside from my “mature spots,” my skin was fine. As she was doing so, she cautioned me about the sun and “sun damage” — and talked about little else for the nine minutes she was in the room.

She handed me a prescription for a chemotherapy lotion – but didn’t really explain, and was out the door.

I wear a hat and shirt when I am on the water, and it is early in the summer. I understand her point generally, but she was so adamant and abrupt that it was very odd, if not alarming.

I left the clinic and headed to a seminar to hear several prominent M.D.s, including an attorney, discuss their experiences with big Pharma and COVID.

As I drove to the seminar, I wondered… was the SUN going to be the new COVID?

A Look at the Stats in Dermatology

After the seminar, I did some digging. Take a look at these stats:

  • Dermatology — Dermatology is growing at nearly twice the rate of other medical specialties. The reason is simple: private equity has taken over. Outside investors see this as a money-making opportunity. (Source: JAMA Dermatology, Health Affairs)
  • Big Pharma – Merck. Merck’s skin cancer drug Keytruda is prescribed by dermatologists. This is from their own financial filings:

Yearly Keytruda Sales

2015 $566 million
2018 $7.2 billion
2021 $17.0 billion
2023 $25.0 billion
2024 $29.5 billion

A 52-fold increase in nine years.

  • Overdiagnosis — Melanoma diagnoses have risen sixfold over 40 years. Death rates over that same period? Essentially unchanged. What does this mean?

It could be argued that treatments have kept death rates down despite an aging population. OK. But independent researchers make a stronger case: they are overwhelmingly finding and treating tumors that would never have harmed anyone.*

A 2024 study in BMJ Evidence-Based Medicine estimated that 49.7% of melanomas in white men and 64.6% in white women were overdiagnosed in 2018 alone.

  • And a special note about …. Merck. I can’t leave this out, just to show you who is behind the curtain: Merck made Vioxx — the arthritis drug pulled from the market in 2004 after it emerged they had known for years it increased heart attack risk by 400%. An FDA official testified that the delayed recall caused up to 55,000 premature deaths. Merck settled for $4.85 billion.

This is the same company now generating $29.5 billion a year from a skin cancer drug.

The Opportunity in Front of You

Trust in medical doctors has collapsed — from 71.5% in 2020 to just 40.1% in 2024. (See my earlier newsletter.) Patients are not just dissatisfied. They are actively looking for something different.

That would be YOU!

Even the medical doctors are jumping ship.

The M.D.’s whom I listened to and briefly talked with this last weekend described how practical remedies to COVID were suppressed, and how they saw patients unnecessarily suffer and die. They touched upon how, as highly regarded long-term proven doctors, they were vilified, fired, and slandered for their work using safe but “unapproved” procedures. (I have links to their books below. Read them! Fascinating.)

So they started or joined their own new associations.

And I had to chuckle… Here were these exceptional M.D.’s, talking to chiropractors about being marginalized for helping patients outside of institutionally approved protocols. You guys know about that more than anyone!

Also had to smile at the fact that they were all referencing various supplements of one kind or another! (Royal Lee of Standard Process, 1895-1967, may have predicted this!)

So, let me end on this:

The door is wide open for you to grow your practice and business.

You are the good guys!

The patients are already looking for you. Make sure they can find you.

And as a plug, after 40 years in the biz, from Dr. Jim Sigafoose to Dr. Peter McCullough, I know the TOP 3 or 4 key factors that will help you take advantage of this situation. I will be writing about them in the future.

You can contact me for advance notice at any time.

Stay Goal Driven,

Ed

P.S. Kudos and thank you to the Chiropractic Society of Wisconsin for hosting these inspirational doctors.

Dr. Peter McCullough, MD and Ed Petty at CSW VaxCON convention

Dr. Peter A. McCullough and I

Links to their books on Amazon

* BMJ Evidence-Based Medicine (2024) — Adamson AS, Naik G, Jones MA, Bell KJ. “Ecological study estimating melanoma overdiagnosis in the USA using the lifetime risk method.” BMJ Evidence-Based Medicine. Published January 19, 2024. doi:10.1136/bmjebm-2023-112460

• JAMA Dermatology (2022) — Kerr KF, et al. “Dermatopathologists’ perceptions of melanoma overdiagnosis and their own diagnostic behavior.” JAMA Dermatology. Published April 20, 2022

Hiring, Retaining, and Engaging Staff Post COVID

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The Goal Driven Practice by Gallup

I remember listening to Bruce Lipton talking in San Francisco at a Life West seminar about how chiropractic was so advanced that cellular biology, specifically epigenetics, was just starting to catch up. My thought listening to him was that, while chiropractic was perhaps ahead of its time, its management was still in the Industrial Age.

Michael Gerber of E-Myth fame and many other consultants emphasize the importance of procedures. Procedures, systems, and routine methods that bring about consistent results are the “best practices” businesses strive to achieve. This is the basis of the franchise model.

But while procedures are important, people are more important.

Therefore, the most vital procedures are those that you use to help your people become more competent and motivated. These are leadership and management procedures.

Leadership and management have always been important. But we are in the 2020’s now, long past the Industrial model of assembly-line procedural work. We are past the Information Age. And now, past COVID.

The world has changed, and how we run our practices must also change. The old model of the dominating doctor and his secretary, or “girls,” hasn’t worked well over the last 20 years. And now, we have seen many offices struggling to find, retain, and engage qualified employees and doctors.

Just as my book, The Goal Driven Business, was being published, I became aware of another book that Gallup just recently published called It’s the Manager. Not to brag, but much of what they explain is also covered in my book, especially for practices. What I like about Gallup, aside from validating my information, is the stats from the hundreds of studies they have completed.

It is now vital that you take on the role of Clinic Director or senior manager, which is different from doctor or business owner, and develop your leadership and management skills.

In short, you need to create a Goal Driven team of employees, doctors, and patients – all working together to achieve positive goals. This is a holistic, even futuristic, model of business.

We have been building new courses to train doctors and their managers in leadership, management, and marketing principles which we will pilot later this summer. (Replying to this email lets me know if you might be interested. I will keep you in the loop.)

But let’s start creating your Goal Driven Dream Team now.

Let’s begin with a recommendation from Gallup:

“Gallup recommends that organizations immediately change their culture from old will to new will. These are the six biggest changes that we discovered: [I only include the first change below.]

“Millennials and Generations Z don’t just work for a paycheck — they want a purpose. Their work must have a meaning. In the past, baby boomers and other generations didn’t necessarily need meaning in their jobs. They just wanted a paycheck. Their mission and purpose were their families and communities. For millennials and Generation Z, compensation is important and must be fair, but it’s no longer their primary motivation. The emphasis for these generations has switched from paycheck to purpose – and so should your culture.”

Seize your future,

Ed

The Morale Virus: What doctors say and how they are combating it

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Over the last few months, I have been noticing a particular phenomenon in offices that I don’t think I have seen before… maybe ever. It is like noticing a slight hand tremor that you never knew you had or a buzzing sound from outside that has become increasingly loud and annoying.

2020 was a long year, a stressful one. And you all have been in the thick of it. Daily, seeing more people in one day than most providers see in a week – or more.

My old football coach, Johnny Pappa from Davis, made a big impression on me as a young freshman when he said: “When the going gets tough, the tough get going.” In my then youthful life, I had never heard such profound words. They still apply – especially to you. You are tough!

But stoicism has its limits. The cognitive dissonance can finally get to you.

One doctor expressed to me extreme frustration about two young and very healthy patients, who exercised, got adjusted, ate well, took their vitamins, but decided to discontinue taking their outdoor walks for fear of COVID.

Another doctor, venting his dismay, told me that he couldn’t bear to watch the medical bureaucrats talk about masking and vaccinations as the only remedies to COVID when he knew of so many methods that have been demonstrated to ameliorate the virus. “People are frightened and told to stay at home, don’t socialize, wear a mask if you go out, and wait for the vaccine. That’s it? That’s all you got for people? This really shuts people down.”

One doctor I talked to who, after dealing with depressed and suicidal patients, many of them vets, has become depressed himself. Another wonders what the hell is happening to our chiropractic colleges – have they all been taken over by medical bureaucrats? Is chiropractic finally squashed?

Your good nature can become frayed, your patience worn thin, and regardless of your professional composure and your disciplined countenance, the stresses can have an affect. I mention this because most of you are tough as nails – you have successfully dealt with many types of stressful situations in the past, as a doctor, professional, and for many of you, a business owner.

Morale Virus

So if you are feeling a bit off, recognize that you might be affected by a contagious “Morale Virus.” The Morale Virus is what I call the social sickness that occurs as an emotional response to continual fear-baiting. Frightened, your patients are told they can’t do this and shouldn’t do that.

The Morale Virus is not caused by hardship itself. It is caused when you are pushed into a corner and given no way to fight back. You tend to give up. (Or go stark raving mad!) (Reminds me of the movie, One Flew over the Cuckoo’s Nest when the star, McMurphy (Jack Nicholson), says: “You guys complain how much you hate it here, and then don’t even have the guts to leave! You’re all crazy!”)

There has been a constant assault of bad news emanating from officials and authorities. Yes, and I know the media plays a part — it is mostly owned and controlled by just a few rich people and corporations who have their own agenda — namely, more money. But still – no one buys boring newspapers. Sensation sells the news, and we, the consumers, buy it. We listen and read the “news” that riles us up and confirms our bias. Social media does the same, times ten.

Dirty Laundry (Song by Don Henley) 

I make my living off the evening news
Just give me something, something I can use

People love it when you lose. They love dirty laundry
We got the bubble-headed bleach-blonde who comes on at five

She can tell you about the plane crash with a gleam in her eye
It’s interesting when people die, give us dirty laundry

Morale Virus Disinfectant

Here are some ideas on how you can fight back, disinfect your office from this disease, and better help your patients regain their spirit of hope, kindness, and free enterprise. And yours as well.

Good Vibe Year

One doctor we work with likes to anchor her practice around a yearly theme. For 2021, she is calling 2021 the year of Good Vibes and has events planned to support this philosophy. And just to reinforce the idea, she has T-Shirts made that say Good Vibes. (And by the way, she has a bustling two-doctor office.)

Study. Acquire More Knowledge. Teach

Fear is often a byproduct of lack of knowledge – so arm yourself with the facts.

For example: Roommate 1: “Oh my god! (A panic shout is heard.) The television isn’t working and the game is on. What will we do?” (Drama ensues.) Roommate 2:(Calmly) “Check the remote for new batteries.”  Roommate 1: “Ah, that fixed it, thanks.”

Study, use critical thinking, avoid bias – your own and others. Go to the sources – research studies and from people who are actually working on what you are studying. Then, please educate your patients and clients on how to be happier and healthier. And educate your team, help them increase their knowledge. Arm them as well. Doctor comes from the Latin to docere – “to show, teach, cause to know.”

Leverage Point

What area in your office, if changed, will produce the most significant effect?

Obviously, first and foremost is the doctor. Each day should be a trip to the playground, the ski slope, the baseball field, the dance floor. Ideally, each day is a fresh opportunity to accept the privilege of helping as many people from suffering as possible, to teach them, and have fun doing so.

In most offices, I would also say it is your front desk. The front desk’s power is so poorly recognized in most offices that at least 20% or more production is lost. A vibrant, aggressively friendly, caring, mission and goal-oriented front desk can and will boost your volume – this week. Front Desk team members may need more support and less admin (billing) duties. They may need a better understanding of the mission and how your office is helping people.

Entrepreneur Harder

During cultural upheavals and shifts, entrepreneur businesses remain and often thrive. New opportunities open up. More established and larger companies are weighed down by dogmatic rituals, have high overhead and many vice presidents, and vast networks of suppliers. Change is difficult. But not for the entrepreneur. Most entrepreneurs are all too “change-happy.” You can adapt, innovate, and overcome quicker than companies who are afraid to or can’t. So what if in-person care classes are out for now? Get everyone on a Zoom class, give them a secret word. Test them when they come in again and if they answer correctly, give them a gift – a bottle of Vitamin D or a lunch at another patient’s business.

Stay Out of the Weeds

One doctor told me that her solution was to “stay out of the weeds.” To stay in her lane and just keep helping people and not get caught up in the storms of controversy. I suggest that this is the best course of action. You want news? Sensational news…? Just listen to your patients and staff and community. But stay on the fairway and don’t get sidetracked, mentally or in real life.

Goals

Stay with your goals. Goals are agreements that you made with yourself, and usually others. If you stay true to them, they will lead you out of the den of the morale sickness. Staying true to your goals is a point of integrity. Your goals are not in the weeds – they are straight ahead. Figure out new and better ways to get there or resurrect old ways that worked. Fall down 7 times, get up 8. Each day and each week — begin with the end in mind.

Your goals are in three categories:

  1. Financial. This includes marketing and production.
  2. Service. Developing individual and team expertise with constant improvement..
  3. Purpose. Your higher purposes, those goals outside of work that are greater than this week and that are most meaningful need to be integrated into your work-life.

The Future is Bright and Roaring!

We have seen harsher times. The past is easily forgotten, and we think we are in the worst of times. Well, the 1918 flu was much worse than COVID. Plus, we were sending our young boys to suffer in horror and die in the trenches in Europe in the Great War. But society prevailed and soon ushered in the Roaring 20’s, a time of economic growth and cultural freedom.

Prepare to roar!

Carpe Deum (Seize the Day)

Ed

Ed Petty - author

This is such an important subject, I encourage you to share it with your team and colleagues:  To print out a hard copy

AMA Releases New Reimbursable CPT Code Relevant to Chiropractic During Pandemic

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Here is some new information from our insurance expert Lisa.

Th AMA just released CPT Code 99072 which is relevant to chiros for the reimbursement for cleaning supplies, hand sanitizers, wipes, sprays. ect.

To read the article of the recent release please click here CPT Assistant Guide Coronavirus Sept 2020

What we know:

99072 is a special services billing code, used for additional supplies, materials, and clinical staff time over and above those usually included in an office visit or service.  The code captures practice expenses during a Public Health Emergency such as:

  • Checking patients for symptoms upon arrival
  • Time involved in applying/removing PPE
  • Performing additional cleaning of exam rooms, equipment, supplies
  • Three surgical masks
  • Cleaning supplies such as hand sanitizers, disinfecting wipes, sprays, cleansers.

FAQ

Q:  What is the reimbursement for this code?

A:  Reimbursement information is not available at this time.  We will continue monitoring future communications regarding reimbursement.

Q:  When is this effective?

A:  Immediately.

Q:  How much should I charge?

A:  This all depends on what you paid for the supplies, what you pay your staff per hour, and taking into account how much time you spend on the additional activities.  Our estimated calculation comes out to around $4-$5 per billing encounter, but this is an example estimate.

Again, we will post more information relevant to chiros as it becomes available.

Questions in the meantime?  Email Lisa at lisa@pmaworks.com.

Sincerely,

Your Allies and Advocates at PM&A

Momentary Affluence — or Is the Tide Turning for True Health?

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Over the last few months, we have noticed that offices have continued to grow – some even breaking their previous records!

Why is this?

I have heard from doctors and office managers that patients may be hesitant to visit medical offices and prefer seeing chiropractors, acupuncturists, and other health-oriented offices instead. Are they just afraid of the COVID at medical centers, or are they truly seeking to improve their health and immune systems?

What have you heard?

I am going to guess that your practice is filling back up as well.  What should you do to augment your growth, sustain it, and even increase it?

RETENTION AND REFERRALS

You want to think about retention and then generating more referrals – from patients and from community members. Consider the following:

  1. First, don’t take this growth for granted. Each patient is unique and special and important. Provide world-class service and deliver world-class outcomes. In the end, this will ALWAYS be your #1 marketing tool.
  2. Educate. I can’t stress this enough. Please… Inform While You Perform. Factual information is one of the reasons patients see you. You are independent. Your strings are not pulled by Merck, Pfizer, or WHO. You can refer patients to information on your services, on Vitamin D, Zinc, and yes, Quercetin. They can trust you for the unedited and unspun truth about health.
  3. Communicate. Newsletters, workshops via Zoom, or in the office, outdoor events (staying in compliance with local ordinances – as you see fit!) – keep the conversation going. Maintain and improve the relationship with your patients.
  4. Capacity. Do you need another provider? Another team member? Don’t overextend yourself, but also, don’t stand in the way of your growth.
  5. Partner with other providers and businesses. Medical doctors are discovering that health solutions they have for COVID are being suppressed. The braver ones are speaking up. Doctors of all kinds, now more than ever, can share the same goal and help each other overcome similar challenges. Businesses as well, want practical solutions for their employees.
  6. Make a List. Make a list of patient retention and referral generation procedures that have worked for you and review them often. In upcoming newsletters, we will brush off some lists from our old Marketing Manager Systemsm that has hundreds of marketing procedures. You know many of them, but it always helps to be reminded!

You can also take your marketing a step further…

IT’S NOT WHAT YOU SELL, IT IS WHAT YOU STAND FOR

As a more aggressive approach, you may want to be more vocal in promoting better health in all its aspects, from what we eat, breathe, to the kind of health care we seek.  In this regard you could take on the role of Health Rebel, or even Health Outlaw!

Your unique selling principle (USP) should include your noble purposes that sets you apart from comparable alternatives.  Consumers are looking for businesses that take responsibility for social and environmental issues. And, according to several studies*, this is especially true for the younger generation – Generation X – those born in the 1990s. Speaking out for better health in your community and against toxic pollutants, for example, is not only a noble purpose but – if genuine, has practical marketing benefits.

There really are two sides in our health culture – one for optimal natural health of the planet and of our bodies, and the other as advertised by corporations.

Your community is bombarded with thousands of advertising messages each day, many of them promoting drugs and COVID hysteria fears.  Advertising is a form of population control, which is an advanced science, and which may be used increasingly to motivate your community to consume more vaccines, including for COVID.  Yale University, as reported by Mercola, is testing advertising messages to shame, embarrass, anger, and otherwise motivate people to take the vaccines.

And the campaign has already started. According to USA today, it is patriotic to get vaccinated.

And it is not just the push for vaccines. Corporate medicine has been discrediting natural health remedies, including chiropractic, nutritional supplements, and certain medical practices such as chelation for years.  And outside of health care, we can see advertisements for the cancer-causing Roundup (with glyphosate), “foods” with toxic ingredients (e.g. aspartame), and the suppression of information about mercury, hexavalent chromium (as in the movie Erin Brockovich), and other toxins currently in our drinking water.

This is really your time. This is a contest for health independence from corporate tyrants that have set up laws to escape liability for their actions.  But those of you in the chiropractic profession are used to the fray. Now, you are not alone. Other doctors are also experiencing suppression and personal and professional retaliation and are joining the fight.

The sales of organic food and supplements continue to increase. And based upon your practice returning to pre-COVID levels, the tide just may be shifting towards true health.

But only with all of our help.

Helping you to help more people,

 

Ed Petty, and all of us at Petty, Michel, and Associates