Tag Archives: goals

Keep Hope Alive in Chiropractic and Healthcare Offices

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Previously published at GoalDriven.com

two young teens visiting an older gentleman with thanksgiving dinner.

A Message from the “Head Office” ?

Early Thursday morning, I drove to a suburban high school with two of my grandkids. We were participating with others involved with a service organization called Community Projects for Seniors here in Milwaukee.

When we pulled into the expansive parking lot, we saw hundreds of cars and people driving through designated stations, receiving boxes of hot Thanksgiving dinners to deliver to seniors across Southeast Wisconsin.

The loading was well organized and ran smoothly, despite everyone being volunteers. Everyone looked to be having a good time, smiling and high-fiving in the early morning, freezing temperatures!

The two grandkids and I delivered 51 meals to residences in a low-income section of Milwaukee. It was a good experience for them, knocking on apartment doors, wishing seniors a happy Thanksgiving, and sometimes offering short expressions of care and interest or best wishes for the Packers (professional football team) later in the day.

As we were getting to the end of our route, a senior gentleman, must have been 6′ 4″ or more, after accepting the meal, looked dead at my grandkids and said, “Keep Hope Alive.”

Keep Hope Alive

“Keep Hope Alive” was a phrase Rev. Jesse Jackson often used when he ran for president in 1988. Jackson participated in the Selma marches in 1965 and became a close aide to Dr. Martin Luther King Jr.

The Selma marches included Bloody Sunday, when 600 unarmed peaceful civil rights protesters were violently attacked and beaten, some unconscious, by state troopers in March of 1965 in Selma. The Voting Rights Act of 1965 was signed into law by President Johnson, guaranteeing the right to vote for African-Americans, especially in the South.

But here we are in 2025. What did this resident mean when he said “Keep Hope Alive” as he accepted the Thanksgiving dinner? Why did he say it to two suburban kids this Thanksgiving?

Unlike most of the other people we handed dinners to, he was the most cheerful. Perhaps, for him, an elder and certainly not well-off, he had hopes for a better future.

A better future for himself — and maybe for others.

Keep Goals for Your Chiropractic and Healthcare Practice Alive

The word “hope” is defined as the feeling of trust that something wished for can or will happen. The derivation of the word “hope” traces back to Old English “hopian,” meaning to expect, or look forward with confidence in a positive outcome.

Hope is more than just wishing… it is expecting what you want will happen.

Kinda sounds like a goal, doesn’t it?

You know, you can receive messages that are meant for you – from others.

Someone I know calls these “Memo’s from the Head Office!”

I think that, for me, the “message” from the senior gentleman was that any hope, or goal, for a better future must be actively kept alive.

That means, your dreams and goals for the New Year, including your chiropractic and healthcare practice, can’t be made and then parked.

They need to be kept alive.

Maybe his message was meant — for you too!

😊

Keep Hope — and Your Goals — Alive.

Ed

Why Clear Roles Build a Stronger Chiropractic & Healthcare Practice

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team players wearing staff hats front desk billing promotion marketing

Better teamwork, smoother operations, and improved patient care all start with clarity.

Years ago, I visited a chiropractic office where the doctor was frustrated: patients weren’t keeping appointments, and he blamed his front desk staff, “Sue.” The problem wasn’t effort—Sue was polite and friendly—but she had no clear job description, no checklist, and no real understanding of her responsibilities.

Once we clarified her role, outlined simple procedures, and scheduled regular reviews, the practice quickly improved. Patients kept their appointments, and both the doctor and Sue felt more confident and motivated.

This is a common issue: when roles are vague, results suffer. But when roles are clear, teams thrive.

—

The Three Elements of Every Role

According to the Goal Driven System, each role should include:

  1. Purpose – Why the role exists.
  2. Outcome – The measurable result it should achieve.
  3. Procedures – The specific actions to reach the outcome.

Example – Front Desk Role:

  • Purpose: Help patients achieve health goals by ensuring they stay on schedule.
  • Outcome: Patients consistently keeping appointments.
  • Procedures:
    • Greet every patient with a smile.
    • Answer the phone warmly.
    • Confirm each patient leaves with their next appointment scheduled.

—

 Action Steps for Your Practice

  1. Have every team member list their roles.
  2. Define the purpose, outcome, and 5–10 key procedures for each.
  3. Add measurable indicators (e.g., % kept appointments, total visits).
  4. Review and rehearse roles regularly, just like a winning sports team practices.

Clear roles create accountability, boost morale, and drive better patient care. Keep it simple, keep it consistent, and keep it fun.

Stay Goal Driven,

Ed

Preventing Procedural Atrophy in Your Practice

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eroded asphalt highway

In any business, routines and procedures can slowly be shortened, skipped, or abandoned. When this happens, quality slips, and the practice begins to decline. I call this Procedural Atrophy, a key concept from The Goal Driven Business.

When results falter, doctors often try new approaches. These may work temporarily, but without consistent systems, the same decline sets in again. This creates the Practice Roller Coaster—a cycle driven more by personality than by clear goals and structure.

Think back to what you did when your practice was thriving. Did you call new patients after their first visit? Hold morning team huddles? Run patient education classes, progress exams, or referral drives? Chances are, when numbers dip, it’s because those proven actions have slipped away. The solution is often simple: return to what worked before.

 Solution 1: Set the Standard – Quality

Stand out in a noisy world by being consistent and excellent. Define exactly what a successful patient outcome looks like—for example, a patient who pays, stays, refers, feels healthier, understands their care, and is happy with their results.

Then, create brief checklists that outline the essential procedures needed to achieve this. Examples include:

  • Day 1, Day 2, and ongoing patient steps
  • Collections
  • Internal and external marketing
  • Team communication and coordination
  • Leadership and management

These checklists keep your practice systematic, repeatable, and reliable.

 Solution 2: Accountability Reviews

Consistency requires feedback. Use monthly statistics, chart trends, and review them with your team or a coach. This ensures everyone stays focused and motivated. Just like in life, accountability keeps us on track.

—

Bottom line: What you provide for your patients, team, and community is valuable. Don’t let your practice erode through neglect of the basics. Stay consistent, keep improving, and remain Goal Driven.

Ed

Scripts are Secondary in Your Chiropractic and Healthcare Practice

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female chiropractor discussing care plan with patient

Why Scripting Can Fail—and How to Make It Work

A script is a prepared set of phrases, questions, or responses designed to guide staff or doctors in patient interactions. Whether word-for-word or just an outline, scripts help keep communication consistent, especially for new team members. But even the best script can flop if it’s missing one thing—authentic human connection.

Connection Comes Before Words

Think of connection like a radio signal. A carrier wave must exist before any music or voice can be transmitted. Without it, nothing gets through. In patient care, that “carrier wave” is trust and genuine interest. If it’s missing, your words—no matter how polished—won’t land.

I once had a doctor greet me after a minor surgery with a cheerful, “I can’t tell you even had it done!” It was a nice line, but it felt canned. The delivery lacked authenticity, so the message didn’t connect.

How to Create the “Carrier Wave”

  • Be authentic – Avoid sounding rehearsed.
  • Be curious – Take a few extra seconds to ask a follow-up question.
  • Recognize the person – Make patients feel valued and respected.

When you connect first, your scripted lines gain power and meaning. Without it, patients may feel unheard, leading to fewer new-patient conversions, lower follow-through, and less word-of-mouth.

Using Scripts Effectively

  • Review and practice scripts every couple of months.
  • Role-play different delivery styles (bored, overexcited, glum) to sharpen awareness.
  • Use scripts to keep patient conversations moving forward, not to replace genuine interest.

Bottom line: Scripts are useful tools—but they only work if you first connect with the human being in front of you.

For more helpful business tips visit our Goal Driver Blog [LINK]

Ed

The Power of Intention in Your Chiropractic and Healthcare Practice

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In the daily routine of healthcare—especially chiropractic work—it’s easy to get lost in the mechanics: forms, schedules, insurance, and technology. But behind all that is something far more important: people.

You’re not just working on bones or adjusting spines; you’re working with *life*. Your mindset, intention, and emotional presence directly impact your patients’ healing. Research supports this: for example, a British study found **a 61% improvement in outcomes** when providers maintained a positive, optimistic attitude.

Some healing modalities—like certain chiropractic techniques and practices like Reiki—explicitly incorporate intention as a key part of their method. This isn’t just theory; there’s growing scientific evidence supporting it.

Practical Ways to Use Intention in Your Practice

1. Present Time Consciousness
Before seeing each patient, take a brief moment to focus. Set a clear intention for their healing. One doctor used a subtle button sound to remind himself to be fully present.

2. Reinforce With Positivity
After adjustments, reinforce the moment with confident, uplifting words like “That adjustment felt great,” or “This is going to help.”

3. Leverage Collective Intention
Studies, including those by author Lynn McTaggart, show that intention becomes more powerful when shared by a group. Apply this by:

  • Partnering with patients– Get their buy-in and visualize outcomes together.
  • Team meetings – Discuss and send focused intention toward helping specific patients improve.
  • Group classes – Encourage collective healing energy and goal-setting among your patient community.

Intention isn’t fluff—it’s a tool backed by experience and research. Use it deliberately, involve others, and watch your results shift.

Read the full article with references at:  Goal Driven.com

Ed

How Steve Jobs’ Vision Can Transform Your Chiropractic Practice Learning from Visionary Success

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steve jobs

Apple, founded by Steve Jobs in 1976, is now the world’s most valuable company, with a market capitalization of $2.9 trillion and $54 billion in cash reserves. But in 1997, Apple was on the brink of bankruptcy. Jobs’ strategic overhaul turned it around, offering lessons for chiropractic and healthcare practices.

In a 1997 interview, Jobs shared a key insight: “If you do the right things on the top line, the bottom line will follow.” He emphasized that a clear strategy, passionate people, and a strong culture drive quality products, marketing, and operations—ultimately boosting profitability. For chiropractors, this means focusing on vision and values to achieve sustainable success.

The Top Line: Your Practice’s Foundation

Your “top line” is your practice’s vision, values, purpose, and the team that embraces them. When these are aligned, marketing, procedures, patient outcomes, and profits follow naturally.

Top-to-Bottom Framework:

  • Top Line: Vision, values, purpose, mission
  • Almost Top Line: A team aligned with these principles
  • Middle Line: Policies and procedures
  • Almost Bottom Line: Patient outcomes
  • Bottom Line: Net income

Focusing on the top line creates a “vision-driven” practice, much like Jobs’ approach at Apple.

Insights from a Chiropractic Leader

A seasoned chiropractor recently shared a video on social media, responding to a colleague concerned about high practice expenses. He identified the biggest cost: an “under-trained” team. His solution? Hiring passionate individuals and training them not just in chiropractic techniques but in the practice’s “why”—its purpose, mission, and vision. Team members who didn’t fully align were let go. The result? A thriving practice.

When I commented that his success stemmed from his own clear “why,” he agreed: “It all starts from the inside out. If the doctor has a big WHY and can teach it, the team will follow.”

Sustaining Your Vision

Keeping your practice’s values alive requires ongoing effort. It begins with your example as the leader and continues through consistent team coaching. In our MBA program, we explore proven strategies to maintain this focus, from vision to execution.

Apple’s Core Value and Your Practice

In 1997, Jobs defined Apple’s core value: “We believe people with passion can change the world for the better.” This resonates with top healthcare practices, where passion for patient care drives impact.

Does your practice reflect this passion? A clear vision, a dedicated team, and consistent coaching can transform your chiropractic business, just as Jobs transformed Apple.

Stay Goal Driven.

Ed

Master Your Craft First: The Key to Success in Chiropractic, Healthcare, and Service Businesses

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chef Jiro Ono, mastering the skill of making sushi

Marketing Starts with Service Quality

A chiropractic clinic once asked for help boosting patient numbers and improving their marketing. While we did touch on marketing strategies, the real game-changer was getting back to the basics—refining the way they practiced.

Each visit, we reviewed patient interactions, discussed specific cases, and role-played challenging scenarios. This hands-on, continuous learning approach helped the doctors improve their confidence and communication. The result? Within a few months, new patient numbers nearly doubled, and total visits increased by 50%, driven by better retention and reactivations.

When Business Slows Down, Go Back to the Fundamentals

If your numbers are dipping, the first step isn’t better marketing—it’s better service. Start with yourself and your team. Are you genuinely present with each patient? Do you “really” listen and connect?

One of the most successful doctors I worked with approached every patient with deep empathy and curiosity. She didn’t rush into treatment—she listened, observed, and connected both emotionally and physically. Her retention and referrals were outstanding.

On the other hand, her associate, while friendly, lacked that same depth of connection. As a result, her performance—and the clinic’s growth—suffered. Unfortunately, without proper training or mentorship, her skills never reached the necessary level.

Excellence Is Contagious

Great service isn’t just about the doctor. Every team member needs to be aligned in delivering exceptional care. It’s a group effort.

Consider sushi master “Jiro Ono”, whose small Tokyo restaurant had a waitlist over a year long. He dedicated his life to perfecting every element of sushi, constantly refining and improving. His commitment to excellence became his best marketing tool.

As Jiro said: “You must immerse yourself in your work. You have to fall in love with your work. That’s the secret of success.”

The Takeaway

Before pouring energy into marketing tactics, ask yourself: “Have I mastered my craft? Are my team and I truly delivering top-tier care?”

A good business, like a good restaurant, eventually fills itself up—because mastery, presence, and consistent quality attract people naturally.

Keep mastering your skill

Ed

The Big Practice Barrier: Overcoming Growth Challenges in Chiropractic and Health Businesses

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chasm between service and net income

Many practice owners aspire to run million-dollar or multimillion-dollar businesses, but they often face barriers that hinder growth. Despite working hard, many practice owners struggle to achieve the financial success they desire.

 The Core Barrier to Practice Growth

In The Millionaire Next Door by Stanley and Danko, the authors highlight that self-employed individuals are more likely to become millionaires than employees. As chiropractic and health business owners, financial success should be a natural outcome—but it isn’t always the case.

While it may seem like poor revenue stems from lack of new patients, poor retention, inadequate equipment, or economic factors, these are just symptoms of a deeper issue. The real barrier to growth is the **Practice Dilemma**—the challenge of providing excellent patient care while managing a growing business.

The Practice Dilemma

New practices typically don’t face this dilemma because they operate at low capacity. But as your practice grows and reaches 60-70% capacity, balancing high-quality service with the administrative and marketing tasks becomes increasingly difficult. The business requires both leadership and management, but most practice owners struggle to bridge the gap between providing top-notch service and handling business operations.

The primary reason many practice owners don’t become millionaires is their inability to balance quality service with effective business leadership.

 The Solution: The Fast Flow CEO Systemsm

The Fast Flow CEO System (FFCEO) offers a solution to the Practice Dilemma. It allows practice owners to manage their growing business while continuing to deliver world-class service. The FFCEO system divides leadership and management functions between the CEO (the practice owner) and a trained manager.

The **Practice MBA** program trains a trusted employee to handle management tasks, while the business owner focuses on key leadership responsibilities. This system follows the **Pareto Principle**, which suggests that 20% of your efforts yield 80% of the results. By empowering a trained manager to handle most of the operational duties, the CEO can stay focused on patient care and strategic decisions.

 Why Management Training Matters

There is a noticeable lack of management training programs for chiropractic and health business managers. Effective growth requires expert leadership and management, combined with excellent patient care. The FFCEO system enables the doctor to focus on their expertise while a trained manager handles day-to-day operations, bridging the gap between service and business leadership.

Conclusion

If you’re ready to scale your practice and achieve financial success, consider the **Fast Flow CEO System** and the **Practice MBA program**. This approach will allow you to lead effectively while maintaining high-quality care. Take the steps today to ensure your practice’s future success.

Seize Your Future

Ed

Optimizing Chiropractic Front Desk Procedures for Patient Retention

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patient reception in chiropractic office

What kind of check-in and check-out procedures do you have?

How you do these procedures can make an enormous difference in your patient retention, referrals and office visits.

Your health care front desk needs to schedule patients and collect their payments, but when should they do this – when the patient checks in — or leaves?

If your chiropractic practice is insurance-centric, the front desk can become an extension of the insurance department. When this is the case, collections and scheduling are often done first.

I have seen this occur in many offices.

I recently visited a practice office where patient retention had been declining. I noticed that the patients came in, stopped off at the front desk, made payments, and were confirmed for the next appointment. Then, they waited to see the doctor. After their adjustment and treatment, they often zoomed out of the office, headed to their next destination with an occasional “bye” from the front desk.

I thought there were several weaknesses to this approach, but I wanted to see what other successful practices were doing. We asked other practice managers how they handled their check-ins and check-outs.

Chiropractic Manager Surveys

One manager from an established 2-doctor chiropractic office said:

“We have a check-in/check-out system but scheduling and payments are done together at check-out. This works better for our office flow. The patient walks in, heads right on back and grabs a table for their appt, unless they have an exam or something similar that we need to take them into a different room. Then when they check out, they schedule their next appt, or several future appts at once, and we collect payment if they owe anything.”

Another manager of an office with multiple doctors said they preferred to collect patients’ payments and update their scheduling when the patient checked out.

  1. You give them the feel that their care is more important than the money.
  2. The last thing they hear when they leave the office is ” we’ll see you on such and such a day at such and such a time”! “And by the way bring your kids in.”
  3. What happens if their services are more or less than what you collected for??? Now you have to alter their charges.
  4. If you have pre-scheduled them and they need additional or less services you are now going to have to change the scheduling.
  5. #3-4 causes confusion and messy records.”

I think this only makes sense. Let’s zoom in:

The check-in. The front desk needs to be welcoming to your patients who endured challenges just to make it into your office that day. This is a win for everyone, and the initial greeting acknowledges the patient’s effort to make it in. Then, any and every barrier should be removed to get the patient back to see their doctor and provider on time.

The check-out. Here are a few vital transactions that can take place:

  • Validating the benefit of their recent adjustment and treatment. “So glad you made it in today for your care. Every visit helps and builds on the last one.”
  • Confirm their schedule, or schedule them for the next month, or longer.
  • Go over any payments that might be needed.
  • Quality control. Should the patient mention any doubts or concerns, the front desk can either direct the patient to the doctor for a fast consultation, or to Patient Accounts, if there is a finance concern, or note it to be addressed on their next visit.
  • Marketing. Encourage the patient to schedule an appointment for a family member or friend to come in for a no-charge consult or an upcoming event, such as a new patient lecture or special promotion.

Every office is different and you should always customize procedures to best suit your situation.

But, the following applies in all cases:

  • Your patients are your guests. You invited them.
  • Treat them as you would a friend visiting your home — with a warm welcome and then, when they leave, a thank you for coming and a sincere wish to see them again soon.

Keeping the goals in mind,

Ed

—————————————————-

If your practice building efforts aren’t taking you to your goals, there are reasons — many of which are hidden from you.

Find out what they are and how to sail to your next level by getting and implementing my new book, The Goal Driven Business.

goal driven business building methodology

The Goal Driven Business,  By Edward Petty

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Goals for the Present

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Goals for the Present

Goals are about the future.

But sometimes, they are about the present – and respecting the past.

December is one of those times. There’s a distinct vibration that moves in this time of year, subtle waves of friendliness that sparkle like Christmas tree lights. Almost an instinct — whether connected to a Sunday service before the 25th, a Jolly Old Saint Nick, the candles of Hanukkah, or the winter solstice, we feel a sense of fellowship during this time of year.

With the traditions of other cultures over the millennia, people have gathered with a Spirit of compassion and celebration. People even take time to pause in war.

One example was the Christmas Truce of 1914 during World War I, when soldiers from opposing trenches laid down their weapons and initiated an unofficial ceasefire. The truce began on Christmas Eve and continued into Christmas Day, with soldiers exchanging seasonal greetings, singing carols, and even venturing into no man’s land to fraternize with the enemy. Troops from both sides shared food, tobacco, and souvenirs and engaged in impromptu soccer games.

I think this speaks to our fundamental nature, that we are supportive and kind when unprovoked by the agitations of those who might profit from our conflicts.

As a practice and business goal for your chiropractic and healthcare office, I suggest that this week and next, focus on the present and appreciate the many accomplishments of the past year. Consider your blessings – your patients, profession, teammates, and family.

The Future Can Wait

For now, take time for some gratitude and have a cup of kindness and good cheer.

And play some Christmas jazz. Man!

Below is a link to some mellow Christmas Jazz – 4-hour playlist. Christmas Jazz: https://www.youtube.com/watch?v=Dbgx5ChU3ZM

Carpe Diem,

Ed

Are You Looking at All Your Statistics?

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As one year ends and another gets ready to launch, I look back at our clients’ numbers and see that, for the most part, everyone’s numbers went up.

And these are not new offices. Their increases were not because of a snazzy ad campaign or a motivational seminar. Their numbers increased because of their hard work, courage, sacrifices, and love. I am sure the same is true with you and your practice as well: because of the wonderful improvements your patients experience, as a byproduct, your numbers for this year also went up.

But maybe not. Maybe not this year.

Maybe your practice numbers did not go up?

Well, you may not be accounting for all of your positive outcomes. For example:

** Our goal with one office was not to increase their numbers, but just to keep them from going down the drain. The successful outcome was no bankruptcy! Positive numbers did not go up, but negative cash flow numbers did not occur.

** One business owner I worked with, whose numbers had gone up for a few years, but had recently dipped, was able to take a vacation for the first time ever. In fact, because of additional providers, was able to leave for a few weeks. Practice numbers did not go up, but vacation and personal statistics did!

** One practice owner saw her numbers go down. She had her third child and would have gone down further had it not been for the work we did on bringing on another provider who she deftly managed. Family numbers went up!

We do manage by the numbers as these are objective and because so much conventional management is done through emotion, bias, new but dumb ideas, or other weird standards.

But not all accomplishments show up on the standard practice scoreboard. You would need a different set of statistics and a different scoreboard for family, personal, and organizational outcomes.

• Maybe you spent time training in a new clinical technique.
• Maybe your staff spent extra time training and becoming more proficient.
• Maybe you were able to see more of your child’s activities.
• Perhaps you and your spouse finally went on that vacation.

Business building can be understood by the Law of the Farm (Also Law of the Harvest). As Steven Covey says:

“The only thing that endures over time is the ‘Law of the Farm.’ You must prepare the ground, plant the seed, cultivate, and water if you expect to reap the harvest.”

I like this analogy because it shows that so much is involved in producing what finally ends up in your grocery store.

Yes, you reap what you sow. But the sowing itself is an accomplishment that needs to be recognized and acknowledged. If you keep building and nurturing all aspects of your business, including your skills, your people, and your procedures, both in and out of the office, and stay aligned with your mission, your production numbers will improve.

You might take some time this month to look at all the gains you have made that might not show up on the bottom line.

Celebrate ALL your positive improvements in 2023, and prepare for a prosperous 2024.

Stay Goal Driven,

Ed

Improving Chiropractic Patient Follow Through

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The outcomes you produce as a doctor depend upon the patient following through with their care plan.

There are many procedures to help the patient follow through. But they all stem from the mission and goals of the office and the agreements made between the patient and the doctor on the initial visits.

  • Office Mission and Goals: Help people become healthier and function better.
  • Patient Goals and Plan to Achieve Them. These are discovered and defined with the doctor, and a plan is agreed upon to achieve them.

Everything in your office is based upon these goals and this plan. All staff interactions with the patient can be considered “standing orders” from the doctor derived from the agreement made with the patient. The authority to schedule patients, work out finances, and apply therapies are all based upon what the doctor has ordered based on the above goals.

Goalineering: Aligning Chiropractic Procedures with Patient Goals

Every few months, you can review the sequence of actions the patient experiences from their initial visit to completing their treatment plan. Look at all the points that influence patient commitment to their care plan. Look at what is done, what is said, and how it can be improved and better aligned with the patient’s goals.

This is engineering your procedures with your goals – or GOALINEERING!

For example:

  1. Diagnostic procedures. (Consultation and history – be thorough; don’t be superficial. Exam, imaging) Goal: Discover what the patient wants and needs.
  2. Report of Findings procedures. (Causes of issues. Plans: consequences of no plan, mini-plan, and thorough plan. Agreement or not to care plan.) Goal: Work out the best care plan and secure the patient’s agreement to achieve it.
  3. Post-Report of Findings procedures. (Financial agreement, scheduling agreement, agreements to office policies with a staff member who is an assistant coach!) Goal: Work out all administrative details with the patient on their care plan so they can focus on their health goals without distractions or confusion.
  4. Front Desk follow-up procedures. (Aggressively friendly and a demon on control as an assistant coach! Front Desk RULES the Roost!) Goal: Keep the patient on track to achieving their goals.
  5. Daily visit procedures. (Give encouragement and reaffirm goals.) Goal: Keep the patient motivated to achieve their goals.
  6. Progress exam/reports. (Show progress, give encouragement, and reaffirming goals.) Goal: Keep the patient motivated to achieve their goals.
  7. Other: (Rewards, e.g., t-shirt after 12 visits. Patient education class and patient successes.) Goal: Keep the patient motivated to achieve their goals.

Review these activities, practice the procedures, and refine them as needed. Also, document what you say and do and keep your notes for later review and training.

Do this, and you will improve patient retention and outcomes and follow through.

Ed

Chiropractors and Other Doctors: Do You Placate Your Patients?

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Goal Driven to tell the truth. Chiropractic, business management

Faith, Confidence and Belief

It is an oversimplification to say that chiropractors, and other doctors, who remain true to their principles and goals are less stressed and more productive.

And make more money.

But I’ve seen it.

You need Faith, Confidence and Belief (FCB!) in yourself, in your knowledge and skills, and what your office can do for people. (I learned about FCB from Dr. James Parker at a Parker seminar years ago.)

With these qualities, you can tell the truth and be honest. And stick to your guns.

A naturopathic and chiropractic doctor I follow on a social media site said this:

“If someone was poisoning themselves slowly with their lifestyle habits, you bet I let them know. Isn’t that what doctors are supposed to do? Truth be told, most everyone already knew. People aren’t stupid, just in denial.

“Last time I checked it’s our job to tell them the facts. Not placate them or worry about hurting their feelings with said facts…Because that’s what most doctors are doing. They beat around the bush so as to not offend.

“Of course, I was always professional and kind, but I still called a spade a spade.

“The word doctor means teacher, not enabler.”

CASE ACCEPTANCE AND FOLLOW-THROUGH FOR YOUR CHIROPRACTIC PATIENTS

From a marketing perspective, people buy from those they trust. And they trust people who have certainty.

If you equivocate – dodge the facts – your patient will see that you are unsure what the heck you are talking about. They will be less likely to commit to a care program or follow through.

On the other hand, if you apply your knowledge and skill with certainty and confidence when you look at their case, explain it to them, and recommend a treatment plan that is best suited for them, their chances of commitment and follow-through are very high.

WHAT GETS IN THE WAY OF YOUR TRUTH

One of the benefits of seminars is that your convictions can become rekindled. You are reminded of your truth.

But after a week or so, back at your office, the fire of your passion begins to dim. And rather than gliding through your day, it starts to feel like you are plodding through mud.

What gets in the way of your pure-hearted and stalwart convictions about health and your principles and purposes?

And what is it that slows you down?

ADMIN. Administration. Everything that is NOT patient-related. The organization and running of the support machinery of your practice start to pull you into its noise, worries, corrections, and sometimes drama.

Policies, procedures, and people do not all move smoothly and cooperate conveniently or get implemented as excellently as you hope. And this can be a major distraction.

Practice management can get messy!

This is why organizational structure and management are so very essential. Maybe not when you are a wild entrepreneur just starting out. But as your business grows, administrative details flood in – and clog up the works. More than most doctors realize!

AN ORGANIZER FOR YOUR CHIROPRACTIC ADMINISTRATION

The solution is to take time to work ON your business.

Then, assign someone to be your MANAGER to help you improve the organization and take care of the admin.

They will need training and you’ll need to work with them.

And to be direct, and not to beat around the bush, if you don’t do this, you will be forever stunted in your practice growth and work-life balance. And you will lose money.

But with an organizer, someone who is managing your practice administration, you will be less distracted and more grounded in your truth to help your patients get and stay on the best track for their health. And, your practice will be more profitable.

Our high-level training for your manager (and you) begin September 18. For more info below.

Keep to your truth,

Ed

Advanced Practice Manager Training, Beginning September 18.
Find out about it here.

MUSIC You made it this far, so enjoy some music – as a tribute to Robbie Robertson – The Weight – Playing for Change.

 

Networking for Chiropractors and Health Providers

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 (This is part 2 following the last blog on the best known marketing secret.)

Networking is a marketing method that generates referrals from your direct efforts, from your patients, and from outside referral sources you have established. This is not only the most cost-effective form of marketing for new patients but helps to retain the ones you have.

YOUR PRACTICE IS A NETWORK

If you think about it, your practice itself is a network. A practice is a network of relationships created and sustained through communication and service. This is my definition, though yours could be similar.

Networking is simply creating a connection with another person in which you both share an interest in common and enjoy talking with each other.

Networking is getting to know people — who know people.

But I would also add – getting to know people you are interested in. Effective networking can’t be faked.

THE 4 COMPONENTS OF NETWORKING

I have seen 4 major components of effective networking:

  1. Genuine interest in people. The best health networkers are interested in their active patients, inactive patients, and people in their community.

  2. Genuine interest in the services they provide. The best networkers are excited about their services and what they can do for people.

  3. Give in abundance. Effective networkers are givers. They provide excellent clinical service as well as free assistance, such as health tips, special events, referrals to other providers or services, a book, or a smile. And they educate others about the health subjects their services address.

  4. Organization. A structured program needs to be in place to ensure net-working continues.

Venues for Networking

Table Talk. This is your private time with your patient. Be curious about them and how they are doing. Then, tell them about what is interesting to you about their health, about health subjects, and your services. Often, patients may see you for back pain but may not know that you also treat headaches and other issues.

Continue the Table Talk. Follow-up with your custom newsletters. I stress this routinely. You have hundreds, if not thousands, of people you have seen whose trust you have earned. You have started a relationship with them — why neglect it? This is why, for those offices on our new Mastery program (more about this soon!), we insist on sending out personal, customized emails for you monthly.

Social media is fine, but it is different. Posting a success story or an upcoming event is fast and easy. This helps with social proof and brand awareness. I have also seen it useful in short spurts for advertising, driving readers to a lead page, or making a phone call. But organically, few people will see your unboosted post. “If you have 2,000 Facebook fans usually only 2-5 people will see each post you publish” says Stuart Marler from Retriever Digital. (Mail Munch)*

Internal Events. In-house events from workshops on health to organic farming, barbecues, appreciation days, and yoga classes — the ideas are endless. And even if only 3 people show up, well promoted, you create the image that your office is an alive and vibrant health center.

External Events. There are the usual events: the Lions Club pancake breakfast, the local parade, the 5K Walk-Run, the art fair, the County Fair, and all the summer events that local communities host. These are great opportunities to meet new people.

Some doctors network with their church, or their local school affiliation as a high school coach, or with women’s groups like La Leche. Some doctors become involved with an ethnic group, and network with them. Se Habla Espanol? Often the connections are made via the patient.

You can also start creating your group. Visit the autobody shops and create a PI referral network. Or become the go-to source for local ballet, dance, and drama participants. Or, become THE motel chiropractor in town.

ORGANIZING YOUR NETWORKING

Organization. The biggest barrier to networking is a lack of internal structured organization supporting your marketing. I covered this years ago in the Marketing Manager System. Similar to the systems for your front desk and billing departments, you should have routine procedures, stats, and someone in charge of your marketing projects. And they need guaranteed time each week to work on the marketing.

Team. Each member of your team should be a trained and motivated networker – both in and out of the office.

The goal of networking. The goal of networking is the same as the mission of your practice: to help as many people as possible become healthier.

Stay interested and curious — give abundantly and educate.

Let’s do it!

Ed

Need some tips on how to improve your networking? Let’s talk.

* https://www.mailmunch.com/blog/email-marketing-vs-social-media

—————————————————-

If your practice building efforts aren’t taking you to your goals, there are reasons — many of which are hidden from you.

Find out what they are and how to sail to your next level by getting and implementing my new book, The Goal Driven Business.

The Goal Driven Business By Edward Petty

 
 
 

The Truth In Chiropractic and Health Care Marketing

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The Best Known Marketing Secret
 
The more things change, the more they stay the same.
 
Artificial Intelligence is all the rage. For good reason. It’s set to change the world as the Internet did, maybe more so, and in ways we can barely fathom.
 
Geoffrey Hinton recently quit his job at Google to speak freely about the risks of AI. He and two other so-called “Godfathers of AI” won the 2018 Turing Award for their foundational work leading to the current artificial intelligence boom. He now says a part of him regrets his life’s work.*
 
His immediate concern is that the Internet will be flooded with false photos, videos, and text, and the average person will “not be able to know what is true anymore.”
 
What is True?
 
You can fool people some of the time, but success in chiropractic marketing and practice is ultimately based on trust.
 
You may already send your patients scripted texts, prefabricated emails, and even automated educational or sales videos. You may have a testimonial service that posts positive testimonials for you.
 
Yes, the world is becoming more automated, artificially “intelligent,” and virtual.
 
But at some point, your patient, or potential patient, will start to wonder… “is this communication from Dr. Smith, chatGPT, or a robot in China?”
 
You are the Truth
 
What is the truth in marketing?
 
In this age of increasing artificiality: you are the truth!
 
Images and voices of people can be faked. You can record your voice, type in a sentence, select an image of a person, and that person will vocalize what you typed, in your voice. The future is going to be amazing in its ability for fakery.
 
But overcoming this is simple.
 
Show up and meet people. In person. In real life. (IRL) Person to person, create relationships and from these, generate referrals.
 
People want community. They want relationships. They want a real person.
 
Sometimes you want to go
Where everybody knows your name,
And they’re always glad you came;
(From TV sitcom Cheers.)
 
Marketing in Truth
 
Marketing in real life is networking. Networking is getting to know people who know people.
 
The most immediate and obvious resource for networking is connecting with those people who know you, trust you, and probably even like you (lol). Your active patients, inactive patients, friends, and community members in business or in organizations, all add up to hundreds, if not thousands of people.
 
I recently saw a dedicated chiropractor I know promote a local BNI workshop. BNI stands for Business Network International. It was founded by Ivan Misner, who wrote the excellent book, The Best Known Marketing Secret. It is all about Word-of-Mouth advertising – networking.
 
Perhaps because of technology, or the COVID lock down, or possibly more nefarious reasons, friendly public in-person get-togethers have been declining.*
 
I think now, more than ever, networking is and will be a very effective form of marketing.
 
You can spend money on Facebook ads or advertise on other platforms. Now and then, go for it! But strictly speaking ROI, a structured and continuous networking plan can’t be beat. (Contact me if you want a few tips setting up your networking plan.) It may take time to develop, but once in place, it can almost run on its own, sending people to you who need your services.
 
In his book, Misner refers to a friend of his who says that we all are cave dwellers. We live in our cave houses, get into our cave cars, and go to our cave offices. I would add that we also live in our virtual media caves, whether social or Netflix!
 
His point is that there is a whole world out there if we just get out of our caves and meet people.
 
I have seen many different and effective forms of network marketing that work. I’ll go over a number of examples in the next newsletter to keep this letter short.
 
But consider this: AI will never replace you. And it will never replace the individual across from you.
 
And THAT…is the truth.
 
Stay Goal Driven,
 
Ed
 
 
References:
*77 percent of planners find it harder to attract attendees, while 73 percent report lower attendance. (Skift Meetings, 2022)
 
*https://archive.is/2023.05.01-091113/https://www.nytimes.com/2023/05/01/technology/ai-google-chatbot-engineer-quits-hinton.html

Will AI replace chiropractors? I asked AI.

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AI robot in office setting typing. I ca-an adjust you no-w.

AI is all the rage. AI art, AI music, AI writing, and on and on.

These services are impressive. Manufactured-for-you newsletters, articles, art, and music. All done at relatively high quality.

AI could replace writers, artists, and musicians as it has with taxicab drivers with Lyft and Uber. Maybe it will soon replace truck drivers, computer coders, customer support specialists, media jobs, legal assistants, accountants, etc.

So, I wondered, how about chiropractors?

I asked a few AI-powered services about the future of chiropractic and how AI might affect chiropractors. Here is an example of one of the answers:

“Could AI replace chiropractors?

“According to the current research, AI is unlikely to replace chiropractors [3]. Chiropractors perform several tasks that require human capabilities, such as manipulating the spine and musculoskeletal system to treat patients, diagnosing health problems, and advising patients on recommended courses of treatment. However, AI can assist chiropractors in various ways [1]. AI can help with data management and analysis, providing insights for personalized care and health research. Moreover, AI can save time and money, allowing for more high-level tasks and automated back office work in a chiropractic clinic. It can help clinics put computer intelligence to work and improve patient journeys [2].

References: [1] Chiropractic application of artificial intelligence in medical … [2] Chiropractors Embrace Artificial Intelligence and Create … [3] Will “Chiropractor” be Automated or Replaced By Robots?

= = =

So, for now, I think you’re safe. But automation is increasing – exponentially.

In my book, the Goal Driven Business, I address this issue and refer to other scientists and authors who have studied the subject.

“Your Replacement is Being Shipped Now

“According to Richard and Daniel Susskind, the traditional professions will cease to exist in the state that we currently know them. In their very capable book, The Future of Professions, the authors state: “Whatever terminology is preferred, we foresee that, in the end, the traditional professions will be dismantled, leaving most (but not all) professionals to be replaced by less expert people and high-performing systems.” (Page 185)

= = =

Obviously, no machine is going to adjust patients any time soon.

But we have to be careful that we don’t substitute AI and automation for our personal care for our patients.

I recently talked to a chiropractic assistant about sending out birthday cards to patients. You, know, an actual card (postcard), hard copy, mailed. She couldn’t see the point. “Why not just send a text? It’s part of our automated program.” I pointed out that the text could be coming from an apartment in Nigeria, and your patient would never know the difference.

Nothing against texting, but our world is superficial and impersonal enough.

Here is my recommendation: AI, automation, and electric screwdrivers are all tools. Used correctly, they can help you provide better service. Used incorrectly, you can be persuaded to have automation take the place of you.

A pathetic example is the bulk chiropractic electronic newsletters you can buy as an automated service. I am all for newsletters, but these types of newsletters do not improve the communication between the doctor, the office, and the patients. They are just bland content.

This is why we help our clients send out their own newsletters to their patients.

AI and automation will never replace you if you utilize them as tools to improve your services, outcomes, and communication with your patients and patients to be.

Delegate and Automate
But Don’t Abdicate

Happy Spring(Autumn Down Under!)

Ed (Written by Ed Petty!)

Spring Marketing Calendar

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spring marketing plan.

The Need for Marketing Never Goes Away

Daylight Savings Time starts in two weeks here in the U.S. And across the northern part of our Planet, Spring begins in 4 weeks (March 20th). Guess that would be autumn for you all in the southern hemisphere.

What a great time to plan your spring and summer marketing.

The Need for Marketing Never Goes Away

No matter how full your practice is, the need for marketing never goes away.

Marketing is business and business is marketing.

Putting something valuable in the marketplace that other people want and will pay for – that is marketing. And that is your business.

The type of marketing you do varies depending on the condition and circumstances of your business. If you are just beginning a practice, you must spend a large percentage of your time and budget on marketing, especially direct response marketing. If you have built up your business, the focus of your marketing can be more on retaining your patients, creating alliances, and world-class customer service and outcomes.

Marketing covers a broad spectrum of activities, but all are, or should be, designed to generate new patients and keep the ones you have.

Trends for the future indicate that, in the end, the best and surest marketing will be customer services and outcomes. The communication channels are so packed and manufactured that your messages will get lost unless you have millions to spend. And now we have AI marketing – ads that robots put together.

Therefore, the best marketing will always be personal – relationship based. You and your people — authentic and interested in your patients and the individuals in your community – delivering extraordinary service and outcomes.

Marketing Plan

Practically speaking, it helps to plan your marketing.

Plan your work and then work your plan, right? So, I have attached a sample marketing plan (link below at the end of the blog article) to help you outline what to do. It is a sample and gives structure to managing your marketing. We’ve used one like this for years, and it works. Make your own and customize it to fit your needs.

And stay tuned for a new service we will offer to help you with your marketing.

But for now, Happy Spring, and Plan your Future

Ed

Sample Marketing Calendar

BARC Basic Activity Recovery Cycle

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yoga helps chiropractic care and practice management

Otherwise known as taking a break

We need to take breaks.

Small breaks every few hours, longer breaks every week, even longer breaks every several weeks.

Our bodies and our minds require periodic interruptions from our work, according to the Basic Rest-Activity Cycle theory, as discussed by Loehr and Swartz in their book, The Power of Full Engagement. We need to take time away whether we agree to it or not, it seems.

The authors present evidence that supports this theory and explains this cycle as activity and then recovery.

They say:

“We can only push so hard for so long without breaking down and burning out. Stress hormones that circulate chronically in our bodies may be temporarily energizing, but over time they prompt symptoms such as hyperactivity, aggressiveness, impatience, irritability, anger, self-absorption and insensitivity to others.”

“We live in a world that celebrates work and activity, ignores renewal and recovery, and fails to recognize that both are necessary for sustained high performance.

“The simple, almost embarrassing reality is that we feel too busy to search for meaning.”

So take small breaks and then larger breaks to disengage so that you can better engage with your patients and with each other to provide better service.

And support your team to do the same.

I’m not promoting this so you can let up on your production goals or so that you can be nice to your team. Far from it.

Production goals (New patients, Visits, Collections) need to be balanced with organizational improvement goals. AND THESE need to be balanced with greater meaningful goals.

So take some time to surprise your kids with a fun adventure, have a long lunch date mid-week with your spouse, spend a day volunteering, or travel to Costa Rica to play in the waves and take in some yoga.

Like I’m doing now!

Carpe Futurum (Seize your Future)

Ed

How to improve performance by taking more breaks is thoroughly covered in my book The Goal Driven Business which you can purchase here.

Goal Driven Business

 

 

Your Patient’s New Year’s Goals

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Your patients’ goals are why we are here.

They are why your staff came to work today and why you went to your last licensing seminar.

Your patients’ goals are why you have a practice and are in business.

So, what are your patient’s goals? What do they want?

On the surface, it is usually to relieve discomfort or pain.

So, like you do, after your initial consult, exam, and imaging, you tell them the cause of their pain and present your treatment program. They nod in agreement, and you begin care.

But when the patient sees the staff member to work out their finances and scheduling, they may have a glazed look and not be too sure what you just told them. Something-something about submarines, or joints, or spondy low dices.

The next week you wonder where they are. Your front desk does recalls. You spend money on more marketing to get more new patients.

You may have experienced a version of this in the past.

And at home, the patient may even feel that they got what they wanted or thought that they wanted. Maybe they feel better. But did they really get what they wanted?

There is a quote questionably attributed to Henry Ford: “If I’d asked customers what they wanted, they would have told me, ‘A faster horse!'”

I get the point. But what people wanted, though they did know about a Model-T, was to travel faster with less horse poop.

You know that four adjustments, in most cases, won’t provide the health solution that the patient needs. But your patients don’t know what you know!

Was that why they didn’t come back for another visit, because you didn’t educate them enough? No.

Was it that you did not motivate them enough? No.

An excellent book on sales that I recommend is by Harry Browne, The Secret of Selling Anything. Brown points out that people are already motivated. 

You don’t have to motivate your prospective patient when you initially see them. You just need to discover what is already motivating them.

This takes place in your initial consultation and history, which I feel is the most crucial part of the new patient onboarding process.

Brown offers these three steps.

  1. Discover. Discover through intense listening what they want. For example:
  • What do you consider most important for you about your health?
  • What do you think is the biggest problem regarding your health?

These questions, and others, open the door to understanding what the other person wants. And if they know you understand them and are authentically interested, they will be more inclined to listen to you and trust you.

  1. Summarize. The second step is to summarize what the patient said about what they want. This brings out what they said on the table so that you both can agree. For example:
  • So, as I understand it, you are looking to get rid of the pain, not for just a week, but altogether so that you can get back to playing polo with your grandkids, correct?

Now you both can agree on what they want.

  1. Solve the problem. The third step is educating them on what you have found after your exam and imaging. But you direct the education to exactly what they especially want. Now they are interested because you are addressing the motivation that they already had.

This is a simple procedure that is genuine and caring. Not always easy to find these days, so you will stand out from others by using this method.

I would even spend time now and then rehearsing this. Even the pro’s practice.

Brown is not the only person who has offered this procedure as it is so fundamental. But we can never be reminded of the basics enough. He also said:

…the secret of success is:

 Find out what people want and help them to get it.

Help your patients achieve their goals in 2023, and they will help you achieve yours.

Seize 2023!

Ed

The Future

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It is a peculiarity of man that he can only live by looking to the future.
(Viktor Frankl)

Traditionally, the first of any New Year is an excellent time to take stock of the prior year and make plans for the year to come.

Goals

In business, there are two (three, but for now, we will look at two) types of goals for your business:

  • Production Goals
  • Organization Goals

Setting production goals for where you want to be 12 months from now is the easy part of goal setting. The hard part is working out the organizational support you will need to achieve your production and collections goals. It could be more than you think!

But keep this in mind:

chiropractic and your services are never the primary barriers to practice success.

It is always management. It is the administrative issues connected with organization, including marketing, that gum up the work, gets in the way, slows your business down and holds you back.

Motivation

Part of management is managing your motivation. Yep… motivation needs to be managed. Keeping your spirits high and your drive strong is necessary for an organization to flow.

And this takes us back to your goals.

Visualizing achieving your goals will stimulate your motivation – and your drive. If you can’t see any way to your goals, well, that can be depressing. But if you can… if you can envision accomplishing your future goals, you will be motivated.

Viktor Frankl

I reference Viktor Frankl in my book, The Goal Driven Business.
Speaking of his experience in a concentration camp, “As we said before, any attempt to restore a man’s inner strength in the camp had first to succeed in showing him some future goal…”

He also said, “Even when it is not fully attained, we become better by striving for a higher goal.”

For your goal setting for the New Year, I recommend you start with your higher goals, the 3rd type of goal, which are beyond production and organization. For example, what brings you bliss? What gives you meaning?

  • Time with family and friends?
  • More vacations to more interesting places?
  • Going for the WIN of your best production and collections year ever?
  • Building a church?
  • Getting a diplomate in nutrition?
  • Improving patient outcomes?
  • Speaking out about health issues more?

Begin with these goals – the higher, wilder, richer ones. Then, look at your production goals, then your organizational goals.

I encourage you to dream just a bit and look at next year as your playground. What higher, richer, and wilder adventures would you like to accomplish?

Have some fun considering these types of goals and all the ways you would like to achieve them. This will add zest and a special spirit to your production and organizational goals.

Help with Your Future

We want to help you with your future. Your work is important, and helping you achieve your goals has been a driving force and a higher goal within our company for over 30 years.

For 2023, we have a few openings for our Private Client status on our Goal Driven Program.

If you are interested in working with us, please reply to this email, and we will schedule a time to talk.

All of us at Petty Michel & Associates want to help you achieve your goals in 2023

Seize the Future! (Carpe Future)

Happy New Year

Ed

Reference. More information on this is covered in sections in The Goal Driven Business, starting at page 19 and page 116.