The Time I Asked a Doctor The “Who” Question?

Posted on July 23, 2024 by Edward Petty

woman multitasking in a chiropractic office

What is the who question?

It was at a large seminar. Maybe Parker, maybe a state convention, I don’t recall for sure. I was talking with some doctors I knew in the hallway when one of the sessions ended. The doors opened, and the doctors who attended the presentation began pouring out of the conference room. One of them joined us.

He eagerly discussed some new promotional projects he heard about in the session. He also said that he learned some new approaches to scheduling and billing. I was interested, so I asked him some questions. Once hearing about the ideas, I said that they sounded good.

But then I asked the WHO question: “Who is going to implement these new projects?”

He looked at me, suddenly changing his demeanor as if I had insulted him by asking him such an obvious and stupid question, and he walked away.

True story. But hey, that’s what we do at PM&A: ask the tough but obvious questions.

Time and time again, we have seen doctors and staff come back from seminars with useful information that never gets applied. And there is a reason for this.

THE MISSING “WHO”

The missing WHO is your manager.

Many practices do not have a functioning manager. And for those offices that do, their manager is usually not operating as fully as they could.

Every practice, whether large or small, has a set of departments or roles. Minimally, these include:

front desk
billing and collections (patient accounts)
and the clinical services of the doctor or provider.

Beyond these, there is a boatload of other tasks that fall outside of the front desk, billing, and doctoring. Who does these? Who organizes these? Usually, the business owner, who is also the doctor, does.

Dealing with these tasks can take up valuable time and energy. And this is expensive. It costs more than most business owners realize. What is a clinical hour worth? $500, $1,000, $2,000. Having the doctor spend time on non-clinical or non-growth-oriented leadership projects is expensive!

There are so many benefits for a practice to have a manager that I have long considered why doctors and business owners don’t create and invest in this position. Even on a part-time basis, it makes practical sense.

I think these are some of the reasons:

Reluctance to delegate: Starting a practice as an entrepreneur, many practice owners are accustomed to handling all aspects of their business themselves and may find it difficult to relinquish control over certain tasks and responsibilities.
Lack of awareness: Some practice owners may not fully appreciate the potential benefits and return on investment that a skilled manager can bring to their practice.
Misconceptions and uncertainties about the role: Is the manager our billing assistant, our accountant, or a glorified assistant? Can my spouse or daughter be the manager? What are their job duties?
Overestimation of current efficiency: Business owners might believe their current operations are running smoothly enough without a trained manager.
Concerns about team dynamics: when someone takes on the role of manager improperly, they can disrupt the team’s harmony.

And especially,

Where can I train my staff member to be a skilled manager?

Because of these reasons, and a few more, we have launched our manager training program. I encourage all practice owners to create the manager position in their practice and then support it. If you are ready, I encourage you to consider our manager training program.

Our program starts the week after Labor Day and is filling up. Let us know if you are interested, and let’s talk soon.

“Based on our largest global study of the future of work, Gallup finds that the quality of managers and team leaders is the single biggest factor in your organization’s long-term success.”

It’s the Manager, by Jim Clifton and Jim Harter

What Makes You and Your Chiropractic Healthcare Practice Special?

Posted on July 2, 2024 by Edward Petty

statue of liberty in a display of fireworks, life, liberty and happiness, petty, michel, goal driven

Celebrating Health and Business Freedom

JULY 2nd

1776, Philadelphia.

The weather was cooler than usual, with intermittent rain showers. Some 50 members of the 2nd Continental Congress met at Independence Hall and finally agreed, after months of discussion,

“That these United Colonies are, and of right ought to be, free and independent States…”

We celebrate this declaration on July 4th in the USA as our Independence Day.

Aside from the summer cookouts, barbecues, parades, and festivities, we celebrate freedom – freedom from tyranny and freedom to pursue “Happiness.”

= = =

It could be said that multinational investment corporations, along with Bill Gates — whom Google Search offers up as the most powerful doctor in the U.S.*, have colonized the healthcare system in the U.S.

You and your team are independent chiropractic and healthcare businesses. You are not a colony of Big Pharma, Medicine, or Food. They have fought and marginalized you, but you have won and remain free. (**)

And it is not too big of a leap to point out that this is what you do for others: you help your patients and clients to become freer from pain, discomfort, and dysfunction. You help them become more independent from drugs and the toxic influences of our world.

As the July 4th celebration is for American Independence, I invite you to see this time as also a celebration for independent businesses and health care providers — like you.

= = =

Freedom is never free, and each of us at Petty, Michel & Associates appreciates your efforts to maintain and grow your business and help your patients and clients seek happiness.

So, THANK YOU!

Thank you for staying free and helping others do the same.

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

References:

* Screen capture of Google: “First search result when asked: “Who is the most powerful doctor in the U.S.”

** Contain and Eliminate, Howard Holinsky

Most powerful doctor according to Google.

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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 book, The Goal Driven Business.

Revenue Cycle Management (RCM)

Posted on July 1, 2024 by Lisa Barnett

Revenue Cycle Management (RCM)

Two weeks ago we hosted a webinar, How to make insurance work for your office using six components. Since then, there has been interest in learning more about revenue cycle management or RCM. You asked, and here it is delivered.

According to TechTarget*, revenue cycle management is the financial process facilities use to manage the administrative and clinical functions associated with claims processing, payment, and revenue generation. The below diagram will give you a visual. The diagram consists of eight elements, listed here:

Prospective patient calls inquiring about services, and making appointment. This is where your revenue cycle begins. Proper intake sets the stage for future revenues.
Insurance eligibility and benefits verification, is critical for you and the patient to determine best estimates.
Clinicals (doctor treatment(s); diagnoses; and entering charges which can be done by doctor or staff, depending on your office procedures.
Clean Claims submission: Mistakes can happen here, but once you are aware of what needs to be done to create a clean claim, you’ll know what to watch for when you review your claims batches prior to sending.
Payment Receipt or denial from remittances, & Payment Posting
Insurance follow-ups on denials/records requests
A/R Follow Ups
Statistical Reporting (we recommend running: Daily Collections; and then monthly/quarterly/annually running stats on New Patients, Patient Visits, Services-Charges, and Collections.

Revenue Cycle Management (RCM) Diagram

The important thing here is to be consistent, meaning every step and each element of the flow must align with the goals and mission of the clinic. For example, a pediatric/wellness practice will have different polices each step of the way for RCM than a sports medicine clinic would. If you are having issues, you need to examine which step in your RCM is bottlenecked, or which step is not in alignment.

Ed’s book, The Goal Driven Business, will help you ground your practice goals and develop and maintain the consistency needed to keep your goals in alignment with the cycle.

Oh, and if you are leaning towards planning for less insurance participation, watch for details on our next upcoming class, Converting to a Patient Self-Pay Model — Preparing for Your Future Practice.

Happy Fourth of July!

Lisa

PS: Download the RCM Diagram

References:
*https://www.techtarget.com/searchhealthit/definition/revenue-cycle-management-RCM

Webinar: 6 Critical Components to Improving Your Collections

Posted on June 25, 2024 by Lisa Barnett

scrabble tiles spelling insurance

In this webinar Dave Michel and Lisa Barnett reveal 6 Critical Components to Improving Your Collections.

Watch the Webinar Now

Lisa mentions an Insurance Verification Form in her presentation.

You can download it HERE Insurance Verification Form

Why You Should Have a Turnkey Chiropractic and Healthcare Practice

Posted on June 25, 2024 by Edward Petty

keys in a door of a goal driven turnkey chiropractic office

The Practice Development Scale

If you were going to buy a practice, wouldn’t you prefer it to be “turnkey?”

If you were to work as a chiropractic doctor or provider in another clinic, you’d want it to be “turnkey,” right?

Or, as a support professional and assistant, I bet working in a turnkey office would be your preference.

WHAT IS A TURNKEY PRACTICE?

The term “turnkey” implies that the necessary operational elements of a practice are in place so that all the owner or practitioner has to do is “turn the key,” and the practice just goes!

A turnkey practice is so well organized that the stress level is low, the revenue is high, and the service outcomes are excellent.

Consider a scale of 1-5, where 5 is a turnkey practice, and 0 is an insolvent practice.

SCALE OF PRACTICE DEVELOPMENT

___5: Turnkey Practice

The practice is fully equipped and operates at close to full capacity. It is ready to be sold, to bring on additional providers, or just happily and profitably cruise.
There is a strong, established patient base ensuring regular revenue.
Administrative, billing, scheduling, and management systems are highly efficient.
The practice is financially robust, accumulating income over expenses each month.
The practice has a trained and established manager who ensures the seamless operation and continuity of all systems and procedures.
Staff are highly skilled, well-trained, and capable of independently managing the practice. Morale is high.
The business owner spends just a few hours each month on administration.

___4: Well-Established Practice

The practice is well-established and runs well.
There is a large, loyal client or patient base.
Administrative systems are efficient.
The practice is financially stable.
Staff members are trained and experienced.
The owner spends a few hours each week on administration.

__3: Growing practice

The practice is showing signs of growth.
The client or patient base is stable and increasing.
Administrative systems are more organized.
Financial health is improving.
Staffing is more stable, with ongoing training.
Owner works hard each week

___2: Basic Operational Practice

The practice has the basic elements required for operation.
There is a modest, gradually growing client or patient base.
Basic administrative systems are in place but may be inefficient.
Financial stability is tenuous but improving.
Staff are present but may lack competence or numbers.
Daily admin operations are dependent on the owner

___1: Struggling practice

The practice is operational but faces significant challenges.
There is a small, inconsistent client or patient base.
Administrative systems are inefficient or nonexistent.
Financial difficulties are prevalent, with cash flow issues and potential debt.
Staff may be minimal, overworked, or inadequately trained.
Owner stressed by dealing with administrative tasks

___0: No Practice / Insolvent

SELL, CLONE, OR CRUISE

Once you have achieved turnkey practice, you can sell it for the highest price.

Or, you now have the option to add another provider profitably. There is no limit – if you develop each provider to a turnkey level before adding more.

But the third option is just to cruise and have fun seeing patients with a great team supporting you and the practice. This option allows you to continue helping your patients while integrating your personal life with your practice life.

In a subsequent article, I will list the key roadblocks, some of them hidden, that can get in your way from creating a turnkey practice. I will also show you how to get to a turnkey practice faster.

But just knowing this scale will give you a map to better chart your course to success.

Keeping the end in mind,

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

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 book, The Goal Driven Business.

How to Make Better Use of Patient Reviews

Posted on June 18, 2024 by Edward Petty

In Chiropractic and Healthcare Clinics, Patient Reviews Are More Than Marketing

One of our chiropractic clients just sent me a patient review.

It expressed a profound improvement in the patient’s life. It was moving!

I am sure you have similar reviews.

Patient testimonials are useful in marketing and demonstrating your credibility. There is software that captures and encourages positive reviews, and you can just ask patients to write something about their wins. You can also record the patient talking about their health success in a short video. These can be included on your website, social media, and in your newsletter.

MORE THAN MARKETING

But testimonials and reviews are more than marketing.

FIRST, they are a personal statement sincerely expressed by your patient. Your patients courageously express their wins so other people can learn about them. They are standing up for themselves and the doctors and staff that helped them.

This is not a small thing — you should personally acknowledge any review you receive.

SECOND, you and your team may not always see or appreciate the outcomes of your combined work. Aside from providing clinical services, there is also scheduling, payments, note-taking, patient communication, and marketing. Plus, everyone shares a hundred other administrative tasks. All of this eventually results in a great result for your patient.

In college, one summer, I worked in a cannery. I was a “tray boy,” I put trays of empty cans on a stand and then took them off once the cans were filled with fruit (pineapple) from a conveyor belt that never stopped. That’s all I did. I never saw the completed canned products, their labeling, or even enjoyed eating them. I was basically a robot, a cog on an endless conveyor belt.

Similarly, team members can focus on their specialties and not always see the transformative results they are helping to create with patients. Work can become routine, just an assembly line that never ends.

LASTLY, the testimonial describes your WHY.

The idea of “Why” was popularized by Simon Sinek and his Ted Talk and posted on YouTube in 2009. He uses a 3 ringed circle to illustrate this idea.

the golden circle, how what and why by simon sinek

The outside circle describes WHAT the business does. The next inner circle describes HOW the business does what it does. And the innermost circle describes WHY the business does what it does.

“Every single person, every single organization on the planet knows what they do, 100 percent.

“Some know how they do it … But very, very few people or organizations know why they do what they do. And by “why” I don’t mean “to make a profit.” That’s a result. It’s always a result.

“By “why,” I mean: What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? … the inspired leaders and the inspired organizations — regardless of their size, regardless of their industry — all think, act and communicate from the inside out.” *

Everyone in your office, patients, staff, and perhaps people in your community, know WHAT you do. You provide health care. Some of your team members might know HOW you do it – what procedures you use and how they work for patients.

But to have a fully engaged and motivated team, and even a patient community, you need to keep connecting them to WHY the offices does what it does. And not just the office “mission statement,” but WHY this is your mission.

IN YOUR OFFICE

Thank each patient for their review.
Connect team members and their work with the clinic outcomes and patient successes.
Connect everyone, including yourself, with the WHY of your services.

P.S. IN OUR OFFICE:

When the doctor sent me their patient’s review, I realized that, for all of us at Petty Michel & Associates and our Goal Driven Training, this was our WHY as well.

*references: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?utm_campaign=tedspread&utm_medium=referral&utm_source=tedcomshare

—————————————————-

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 book, The Goal Driven Business.

A Health Challenge for Your Chiropractic and Healthcare Office

Posted on June 11, 2024 by Edward Petty

A month promotion where everyone wins

A local hot yoga studio where I live usually sees their numbers drop in the summer. So, a few years ago, they instituted a solution to lowered attendance: The Yoga Challenge. Attend 30 times over the summer and be eligible for a trip with your guest to a week of Yoga at a retreat in Costa Rica.

I know the owners, and the program has been overwhelmingly successful.

Why is this?

Well, obviously, a week paid for in Costa Rica can be a wonderful experience and so is an appealing goal. But much more than that, there are the intrinsic rewards of personal achievement and playing for a bigger goal. 30 visits of hot Yoga over three months is an accomplishment – you couldn’t help but get in better shape — if you didn’t become dehydrated and wrinkled like a dried prune.

COULD THIS TYPE OF PROMOTION BE USED IN YOUR CHIROPRACTIC OR HEALTHCARE CLINIC?

The short answer is … YES!

We have worked with clinics that have had success with versions of this program.

Essentially, a Challenge is a game and we all like games!

Whether it’s puppies, babies, or the Olympics, the gaming spirit is part of our makeup. Can we win? Can we achieve it? Let’s go for it.

Computer games include the concept of gamification. (Fun Fact: The computer game industry is expected to hit $282 billion in 2024)* That does not even include revenue from professional sports or racing.

I cover all this subject in my book, the Goal Driven Business , and how to apply it to everyday practice.

AN EXAMPLE – ONE-MONTH CHALLENGE IN YOUR OFFICE

You could meet with your team and discuss different versions of a “Care to Share Better Health Challenge.”

The goal would be to have fun getting healthier, helping others get healthier, and maybe win a few gifts!

“By accepting this Challenge, you will get healthier, help others get healthier, and maybe even win gifts!

To participate, patients receive tickets for completing health-oriented accomplishments.

Here are some examples of health-oriented activities:

Attend one of our Wellness Classes. (2 tickets)
Bring a guest.(2 tickets)
Post a review of our services.(2 tickets)
Keep all of your appointments. (3 tickets)
Refer a friend to a no-charge consultation with one of our doctors. (2 tickets.)
Exercise at least 3 hours per week (12 for the month). (3 tickets)

Tickets are entered into a drawing for several possible prizes at the end of the month.

CHALLENGE FOR YOUR CHIROPRACTIC AND HEALTHCARE TEAM

What makes a program like this work is that it is also a game for your staff. If specific goals are met, then they, too, receive awards!

Everyone is in the game!

A Challenge will need planning and lots of cheer leading! As with any internal type of promotion, it depends on the level of synergy in the office.

Talk it over with your team and customize it. Make up your own Challenge. Set goals for visits, class attendances, introductory consultations, and/or new patients.

And, let the games begin.

*Reference: Gamification Fun Fact – https://www.statista.com/outlook/dmo/digital-media/video-games/worldwide

UPCOMING EVENTS

We have two upcoming events for you.

Improving Your Collections. On Tuesday, June 25 at 12 (noon) Central Time, Dave Michel and Lisa Barnett will present a free webinar to subscribers to this newsletter and our clients: The 6 Critical Components to Improving Your Collections. Click below to sign up.

Practice MBA for your manager (and you!). Our 2nd Practice MBA session for your manager and you as a clinic director is getting set to start later this summer. The results from our last one continue to be inspiring. One mature clinic I just checked in on yesterday has its revenue up 21% this year. If you are interested and not yet on the waiting list, please click below to find more info and reserve your space.

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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 book, The Goal Driven Business.

What is Health Literacy in Chiropractic and Natural Heath Care?

Posted on June 3, 2024 by Edward Petty

patients watching a presentation by a chiropractor

The more people know about health, the more they will help others be healthier.

I just ran across a “study” entitled “The Relationship Between Health Literacy and Medical Costs. *”

Their findings:

Patients with lower health literacy had higher hospitalization rates compared to those with higher health literacy.

What does this mean? Let’s look at how Health Literacy is defined:

“Health literacy is the ability to obtain, process, and understand basic health information and services to make appropriate health decisions.” (U.S. Department of Health and Human Services) (HHS)

So, how is this working out for us in the U.S.?

The U.S. ranks last in a comparison of 11 high-income countries in terms of general health. This is despite the U.S. spending the most on healthcare compared to these nations.*

health care system performance rankings comparison

So, it can be reasoned that Americans aren’t getting much information on health care. Our people are fatter, sicker, and more depressed. Our kid’s health is getting worse.*

IMPROVING HEALTH LITERACY IN CHIROPRACTIC AND NATURAL HEALTH CLINICS

However, as the above study illustrates, there is a direct connection between educated patients and better health.

We already know this from experience in practice. I just thought it was interesting that there was a study showing this fact: better educated patients are healthier. They also refer more people for care.

Here are 3 approaches to improved patient education, though there are many others:

Inform while you perform. Educate your patients each day about some aspect of health care. This is also called Table Talk.
Care Class. It used to be common procedure in practice building to have regular new classes for patients. Not only were they educational, but entertaining. They built community. They also increased patient referrals, patient retention, and improved the motivation of those giving the talks. They cost next to nothing, except for the doctor’s and staff member’s time. In some offices, refreshments were added. In one chiropractic clinic I worked with would award attendees with clinic t-shirts and provide great pizza and had a full class!
Newsletter with a case study. When your patients are not in the office, send them a short note. Maybe add a video. Doesn’t have to be professional, just authentic and describe a successful case or some health tip that they can use.

I think that because we work and live in a health profession that we take health knowledge for granted. And it can be easy to assume people know what you know.

They don’t.

There is a chasm between what you know about health and what your patients know.

How full would your schedule be if your patients, and their family and friends, knew what you knew about how to stay healthier?

Health literacy is a term from the medical world that has obviously failed to bring about health literacy.

No surprise there.

But in your corner of the world, you can change this and increase true health literacy with all your patients. And help more people.

Seize the future,

References:

* American Journal of Public Health, 1998. Baker, D.W., Parker, R.M., Williams, M.V., Clark, W.S.,

* U. S. Ranks last. https://www.commonwealthfund.org/press-release/2021/new-international-study-us-health-system-ranks-last-among-11-countries-many

* Kids getting sicker. https://childrenshealthdefense.org/follow-the-science/54-of-us-youth-are-chronically-ill/?itm_term=home

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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 book, The Goal Driven Business.

Summer Chiropractic and Healthcare Marketing. Get Outside!

Posted on May 28, 2024 by Edward Petty

Edward Petty Sheldon Wasserman 4th July parade www.goaldriven.com

Eighty percent of success is showing up

Summer is a great time to promote your chiropractic and healthcare services. Winter hibernation is over, as is the enforced isolation from COVID, and people are out and about.

Communities are coming alive with farmer’s markets, bicycle riding clubs, coffee shop meetups, parades, art shows, and fairs of all kinds. You got yer Lions Club pancake breakfasts, church barbeques, donation drives, and 5-Ks.

Online social networking is fine, but it is extra powerful if backed up or done in conjunction with people and events locally in your community. In Real Life!

You can just show up and meet people. Let them meet you like an elected official when they run for office. (It is an election year!) You can also get a picture taken of the event and then use this in your internal promotions. That’s me in the photo above a few years back when I jumped into our local 4th of July parade and had my picture taken with our state representative, Sheldon Wasserman, M.D. (He told me his mom sees a chiropractor, and I didn’t care about what political party he was part of.)

You can get a list of upcoming community events from the Chamber of Commerce and schedule a screening, talk, or information booth, or volunteer your help in a charity drive. You can also just show up. Be neighborly.

There is often a run or walk as part of a donation program during the summer months where you and your staff can participate. We have seen offices proudly wear their office t-shirts and recruit many patients to do the same. Encourage and support your team members to participate on their own.

I’d assign a staff member or two to find events and opportunities to join. Make it a team activity.

You can power up all your activities by partnering with other local businesses.

And take your cards. As the old timers told me, the old school technique of practice building was “WOC – Whip out Card!” It’s physics: you put out energy and communication, and it will return to you.

When you are networking, you get to know people. Be interested in them and their interests. Then you can hand out your cards. You can also hand out coupons for a screening or workshop at your office.

As Woody Allen is to have said:

Eighty percent of success is showing up.

You can’t lose. It’s Summer. Get Outside. Enjoy the freedom!

And seize the day!

—————————————————-

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 book, The Goal Driven Business.

An Inexpensive Method to Improve Chiropractic and Healthcare Patient Engagement

Posted on May 14, 2024 by Edward Petty

gray haired woman reading letter from chiropractor

How to Keep Table Talk Going

The new staff member said she could help with marketing by posting photos on Instagram and Facebook. The doctor said great!

I noticed a photo of a patient or the doctor with a short comment for a few weeks.

I usually had to search for the image. It often had a few likes or hearts. Maybe 5 at most. Then it stopped. The staff member had taken on other duties.

I had been asking the doctor to send regular email newsletters to his patients. He didn’t seem that interested, but we said we would help him put them together which would cost less than $100 per month.

He got us the content, and we put the newsletter together and sent it out. On the 1st day, over 500 people opened and looked at his newsletter. These weren’t strangers. These were patients who knew him, liked him, and trusted him. Most of them just hadn’t been in to see him for a while.

Linda, our manager and service coordinator, just conducted a quick survey with some of our clients. She found that the offices that consistently send out personal email newsletters have all had a positive impact on their practices. They have improved patient referrals, reactivations, and patient engagement.

Some of the responses included: “Increases volume.” “Patients refer.” “They love the recipes.” “[Patients] come into the office and comment that they saw a particular condition talked about in the newsletter that the office was not aware the doctor could help them with.” “Great response when promoting [a new service].”

Social media platforms are entertaining. They have to be because they are in the advertising business.

But unless you pay them for ads, your posts are shown at the whim of the platform. You have no control. Your readers are entertainment seekers and, even if they see your post, are often distracted by other posts and ads.

I have seen ad agencies use social media effectively to generate leads that become new patients. It can be pricey but worth it if done correctly. Done now and then, expert advertising on social media for a special offer for a limited time can work.

But if you do not regularly send personal newsletters to your patient base, you are wasting some of the goodwill you have generated over the years.

A CHIROPRACTIC AND HEALTHCARE PRACTICE IS A NETWORK OF RELATIONSHIPS

A practice is grown and sustained through communication and service to your network. The quality and quantity of your network, and how engaged it is with you, is your practice goodwill.

We are now in the age of Artificial Intelligence. Communications are manufactured. In other words, more and more communication is just plain fake.

But you are not fake, and neither is the easy dialogue you have with your patients. More than ever, people want authentic communication and relationships. Social media posts and ads just can’t compete with your short personal newsletters.

Here’s some tips on how to get your personal newsletter done fast:

SETUP

Email Coordinator. Assign a team member to help you with the newsletter. Give them 1 hour per week to do so.
Email service. Use an email service like Mail Chimp, Constant Contact, or others. They will assist with the setup. Have the assistant complete the setup and update it monthly.

CONTENT

Table talk. Think of a patient that you often see in your office. Imagine talking to them about a subject that you are currently thinking about. It could be headaches, low back pain, nutrition, posture, or really anything you’re feeling passionate about.
Now, write about 2-3 paragraphs as if you were writing a letter to them about your thoughts. (Link below.)
Recipe. People love these. Always introduce a recipe and personalize it. “This was my grandmother’s favorite rabbit stew.”
Success story. Introduce it: “Mildred did great.”
Promotion. Every few months include a special promotion.

You can certainly add other elements. But the most essential component is your original message. It is YOUR VOICE that keeps the conversation going.

Effective newsletters will improve patient retention and patient referrals and reactivate inactive patients.

Nurture and sustain the relationships in your practice.

And seize your future!

=====

Sample message from the doctor for the newsletter

“You know, when I was driving to work this morning I saw this fellow bent over with a walker walking down the sidewalk. I bet if I had seen him 10 to 20 years ago, he wouldn’t be in that condition.

It’s the whole idea of a hinge. If it isn’t used much, it will rust and get stuck. Your vertebrae are like hinges. You gotta keep them moving otherwise they will get stuck.

Exercise helps. So does stretching.

But now and then your hinges (vertebrae) can get stuck, and that’s when you wanna come on and see us.

Keep moving and stay unstuck, and have a great June.

Dr. Bob Marley”

Related articles for chiropractors and independent healthcare practices:

https://www.goaldriven.com/post/sample-patient-group-activities

https://www.goaldriven.com/post/part-2-of-the-best-known-marketing-secret

Call Your Mom

Posted on May 6, 2024 by Edward Petty

mom with little boy and girl eating breakfast

Women, in general, see healthcare providers including chiropractors, more than men do. (The ratio is about 60% women and 40% men.)*

This week, hand each person in your office a flower and ask them to give it to their mom, or a mom. And if they are a mother, give them two. You could make a deal with your local florist and in return, post a sign on the flower vase stating where the flowers came from. Always try to create alliances with local businesses!

And, call your mom. I know, not all of us can. So, thank the moms you do know.

They take care of us and our future.

Here’s to moms!

*https://www.nccih.nih.gov/health/complementary-alternative-or-integrative-health-whats-in-a-name

Another post on moms! https://www.goaldriven.com/post/call-your-mom

2 Simple Tools for Marketing Success

Posted on April 30, 2024 by Edward Petty

calander and checklist

At least half of your marketing success lies in how it is organized and managed. Short-term advertising or special promotions can work. But like a sugar rush, they don’t last.

Good marketing is planned and consistent. Marketing by the latest bright idea, or what your school chum is doing in Kankakee, is, at best, a short-term fix. So, use these 2 tools, and over the next 6 months, your new patients and returning patients will improve.

Your Chiropractic Practice Marketing List

Make a list of all your successful marketing procedures and events. Organize it by daily, weekly, monthly, and yearly. You could have 20 procedures or events, from calling the new patient after their first adjustment and treatment, visiting external referral sources, your monthly newsletter, and a reactivation campaign in October as part of National Spinal Health Month. You can even include smiling! 😊

Give this list to an assistant to manage. (Download a free sample below.)

Then, review it every month. Ask these questions and take action as needed:

Were these items completed?
How did they work?
How can they be improved?
Should we consider pausing one or adding another?

Your Healthcare Practice Marketing Calendar

While your Marketing List includes most of your recurring actions, the Marketing Calendar shows your future scheduled special events. This would include upcoming events such as workshops, a special promotion like a food drive donation, a paid advertising campaign, a patient appreciation, or a booth and march in the town parade.

This is your plan for the next 2-4 months. Update it at least monthly. Post it in a communal area for the entire team to view.

Why post it?

Remember- where is the marketing department? That’s right – THE ENTIRE OFFICE! So, everyone has a role in “selling health.” Everyone is in the marketing department.

Just do these two actions – review your list and complete the actions on it, and schedule your marketing events on a calendar and complete them – and your new patients and returning patients will improve.

Persistence and Discipline

While these tools are simple to use, your challenge will be to keep using them. This will require persistence and discipline. As I recall Harvey Mackay saying, “Knowing what to do is not the same as having the discipline to do it.”

Keep doing what works and schedule your success.

Seize your future,

Download a sample Marketing List of procedures and events. [Marketing List]

Unexpected Successes in Practice

Posted on April 23, 2024 by Edward Petty

Why Your Chiropractic Patients and Practice Can Improve in Multiple Ways

If you continue to work on improvement, you will see results. That’s just physics — a reduction of Newton’s laws, which state that causes create effects.

And if you keep improving what you are doing to make the improvements, the results will be even better. That, too, is physics. (See pages 47 and 256 of the Goal Driven Business!)

However, the results may not always be what you expect, at least not at first.

For example, you start adjusting your patient for their lower back pain. When they started with you, they also had a limp. After several visits, they stopped limping, but their back pain, while better, was still annoying. In time, their back pain was relieved as they continued with their care.

But what about the fact that their limp is gone, their gate is excellent, and they can walk and even run more easily? Didn’t anyone notice?

I mentioned this to someone who coaches people on weight loss. She understood immediately what I said. She referred to it as Non-Scale Victories. NSV’s, she called it!

THE CAUSE OF NONLINEAR POSITIVE RESULTS IN PRACTICE

I have been following the graduates of our first Practice MBA program carefully. I am delighted with the results, but they were not entirely what I expected. I had expected and hoped that practice numbers would increase! Well, this has been happening, in fact, in some cases, Best Evers in years.

But other pleasant surprises have been showing up. For example, chiropractic doctors mention how their offices are calmer and friendlier than before. Another acupuncture office is successfully bringing on a second associate, and another is expanding its marketing reach in entirely new and innovative ways. Even old system problems that have been buried for years are arising and getting resolved.

These and other practice improvements were not directly addressed in our training. I have been consulting for over 30 years and have never seen results like this.

I was at first puzzled by what was happening. I think I finally figured it out. Here are three reasons:

The Hidden Ripple Effect. Imagine a pebble dropped into a calm pond. The initial splash is visible, but the ripples extend far beyond the point of impact.
Holistic Growth. Improvement is rarely isolated. Improving one component in a system improves other elements.
Consistent Weekly Improvement. This is the biggest reason. The function of management and leadership in a practice is powerful, even if only worked on for a few hours per week. This is what we did for over 3 months, both doctor, manager and the team.

Imagine what would happen if you stuck to your exercise program consistently for a year! Yes, you might lose weight, build muscle, and improve your agility. But can you imagine how it might also affect other areas of your life?

But, like exercise, practice improvement gets put off too often. We focus on urgent practice issues, but because improvement, while important, is NOT urgent, we can tend to put it off.

UNSEEN BENEFITS: THERE ARE MORE SUCCESSES IN PRACTICE THAN WE ACKNOWLEDGE

We also aren’t inclined to notice nonlinear beneficial outcomes.

Our Instinct is to Look for the Negative. The sympathetic nervous system that governs our fight or flight response has evolved over the millennium as a survival mechanism. We are looking for poisonous snakes on the road and other possible threats.
We Also Have Tunnel Vision. We tend to focus on just our specific goals. This is essential but limits our perspective. We miss peripheral benefits.

So, one of the lessons I have learned from our Practice MBA program is that if we continue to work ON improving our practice and ourselves, if we just keep at it, successes will occur – often in multiple areas. When they do, they should be recognized and appreciated.

Keep improving – your office, your patients, and yourself!

That’s our goal!

Do You Have a Chiropractic Practice or a Chiropractic Business

Posted on April 16, 2024 by Edward Petty

jet breaking through the clouds

Break through the barriers and have both.

You have a practice if you are a doctor or a provider of any service.

Sooner or later, many of you must also create and run a business that supports your practice. This is where practice owners struggle.

It seems simple enough, but there is a wide gulf between a practice and a business that supports a practice.

Difference Between a Chiropractic and Healthcare Practice and a Chiropractic and Healthcare Business.

Let’s look at some key differences:

Goals:

The goal of a practice is to provide professional services and deliver outcomes of that profession.
The goal of a business is profit.

Structure:

A practice is structured around and dependent upon the owner/provider.
A business is structured around and dependent upon systems, including goals, policies, and procedures.

Scalability:

Practices are generally harder to scale because they depend on the limited time and expertise of the providers.
Businesses can be scaled more easily by replicating systems and hiring added staff to meet growing demand.

Succession and Sale:

A practice’s value is closely tied to its owner and reputation, making it challenging to sell or pass on.
A business, if well-structured, can run independently of its founder and can be sold or transferred more readily.

I spent 8 years researching the chasm between the practice and business models. I discuss this in my book, The Goal Driven Business.

You need to have a practice, of course. I define a practice as: “A network of relationships that are developed and sustained through communication and service.”

And so long as you are operating at 60% or less of your full capacity as a provider, your business concerns are manageable. You have the time to adjust and treat your patients, chat with them, and go to Costco for supplies. You are essentially a part-time provider.

To operate at full capacity, you need to create a business structure.

Organizational Barrier to Practice Growth

But doing so is like going from propeller airplanes in the 1940s to jets that go faster than 767 miles per hour, which is the speed of sound. The conventional airplane’s dynamics falter and control is lost as the speed increases. Many pilots lost their lives as their planes crashed in an attempt to break the Sound Barrier.

Similarly, there is a structural barrier, an Organizational Barrier, that causes growing practices to hit and likewise crash or stall.

The ideal is to continue nurturing your practice while gradually building a business infrastructure that allows you to operate at full speed, increase your profit, and still provide excellent service and outcomes. And at some point, pass it on profitably.

Despite the onslaught of advertisers that brag about million-dollar business owners in health care, real money is made by building an enduring practice supported by a solid business structure.

Love your patients and team, and improve your service. Strengthen relationships. Then, if you want to grow, schedule time to work on implementing the structural components for a business vehicle that will take you to your goals.

Want help in doing this? Contact me any time. Link

And read The Goal Driven Business.

Seize your future,

Ask Lisa: Payer Notes Request: Now What Do I Do?

Posted on April 1, 2024 by Lisa Barnett

stack of medicare insurance paperwork

picture of a woman With the increase in notes requested from third party payers, more recently Medicare secondary plans, it is good time to review the process once you receive a request.

First, do not ignore the notes request. You can call the payer acknowledging receipt of their request, or simply print or export the SOAP notes from your practice management program and send them to the payer. It is also highly recommended to include the initial patient intake form, or New Episode patient form, exam form(s), and care plan schedule including treatment goals which can simply be specific ADL functions pre-injury.

I also recommend looking to see what the most current Onset date is in your patient profile. Many recurring notes requests are due to the onset date going back two years and more. If this is the case, the patient is due for a re-exam and more than likely a new set of diagnosis codes, and you can include this information in your response to the payer.

If you need a review on what exactly to include in a SOAP note, click on this link HERE to access the checklist that complies with Medicare documentation requirements.

I use this checklist when I conduct onsite documentation reviews.

Questions? Need help with a documentation audit? Ask Lisa – I can help!

920-334-4561

lisa@pmaworks.com

Bravery in Your Chiropractic Office

Posted on March 19, 2024 by Edward Petty

bravery but funny goal driven Bravery is one of the themes of our practice manager training program.

Brave, Not Perfect is the title of an excellent book by Reshma Saujani, and also from her TED talk with the same title. She states that our culture influences girls to be perfect while boys can be wilder, take risks, and make more mistakes. She encourages women to be braver.

I think this can apply to us all.

Practice Manager Success Story

But this newsletter is about a success story. A story of bravery and integrity. It is also to boast about one of our managers who recently graduated from our Goal Driven Practice MBA program for chiropractic and healthcare offices and demonstrated these values.

As the practice manager, she also does the billing in this office. The chiropractic doctor had treated a patient who had suffered a motor vehicle accident. She submitted the bill to a 3rd party, reducing the what was owed slightly as the doctor agreed to discount some of the services.

The 3rd party company came back and said they could only pay 70% of the bill.

This was the manager’s response:

“Good morning,

“Thank you for letting us know.

“We provided 100% of the care that our patient needed; therefore, we require 100% payment of our services we provided. The original discounted offer of $X,XXX is no longer valid.

“We have decided to pursue the full amount plus interest, along with any court/attorney fees if we haven’t received payment in the full amount of $Y,YYY by March 7th.”

“Thank you,

[Signature]

“Manager of Chiropractic Health Clinic”

She received the full amount before March 7th.

Be Brave — with Integrity and Humor

Be nice, be fair, but first, be brave.

This can apply to scheduling patients at the front desk. It applies to reporting on the patient’s condition and treatment plan options. It applies to promotions and advertising. It can apply to training and coaching for you and your team.

It takes courage to become a doctor, to start a business, and even to work as a professional in an independent healthcare clinic. It takes even more to succeed at doing so.

But hey, it can be fun. And it helps to have some humor.

Our manager made a copy of the correspondence with the claims company with a copy of the check. She gave it as a surprise to her clinic director, who sent me a text with the image of what she gave him. On the copy of the email, she included a handwritten quote from the classic comedy movie Princess Bride:

“NEVER GO AGAINST A SICILIAN WHEN DEATH IS ON THE LINE.”

Stay Brave and Goal Driven — and Have Fun.

P.S. Our next management and leadership training program begins this summer. We have been retooling it and upgrading it. Only 7 students will be accepted. If you are interested, please get on the Wait List, and I will contact you soon with more information. Click here for Wait List for our next Practice MBA

—————————————————-

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 book for CEO and Office Managers by Edward W Petty.

The Goal Driven Business, By Edward Petty

Have You Mapped Your Patient’s Health Journey?

Posted on March 12, 2024 by Edward Petty

woman mapping out patient flow for chiropractic office

Improving Your Chiropractic Patient’s Experience

Advertising has peaked. We are awash in ads coming at us from every possible source. We are hit with anywhere from 4000 to 10,000 ads per day.* With AI and ultra-sophisticated forms of targeting, it’s almost totalitarian.

The new marketing is customer service or Service Marketing.

Advertising has its place, of course, if it is to the right market, with the right message, and the right offer. But with all ads, the low-hanging fruit gets picked quickly, and new ones are needed.

There are other avenues of marketing your chiropractic services, but the importance of world-class service and outcomes is more vital than ever.

You’ve seen the stats:

40% of customers began purchasing from a competitive brand because of its reputation for good customer service.
55% are willing to recommend a company due to outstanding service, more so than price.
85% would pay up to 25 percent more to ensure a superior customer service experience.*

Nothing is radically new about these numbers, but it helps to see them again.

And Service Marketing is not really new. But I believe it is and will be the dominant feature that distinguishes you from comparable providers. This is because content marketing has flooded the market. Therefore, call it service marketing or relationship marketing, turning each of your patients into raving fans who become salespeople for you is an intelligent marketing strategy.

But you must deliver the WOW!

CUSTOMER AND PATIENT JOURNEY MAPPING

Customer Journey Mapping is a relatively new term that has been hatched over the last 10 or 15 years in marketing. While the term is new, the concept is not.

Customer Journey Mapping is a procedure used to visualize and analyze customers’ end-to-end experience as they interact with, in this case, your practice.

It is essentially a flow chart.

It starts with a prospective patient’s first call to make an appointment. What do they see when they drive up to your office, walk through the door, and are greeted? It involves mapping out every encounter and even the likely emotion your patient experiences through Day 1, Day 2, Day 12, and so on.

And how far do you take your patient? Is it 8 visits and done? Do you take them through Acute Care, Corrective and Strengthening, to Supportive and Wellness? Do you have a map for your patients and do they know it? What are the milestones along the way? Are your patients excited about reaching them?

IMPROVING YOUR CHIROPRACTIC AND HEALTHCARE SERVICE

One of the exercises I covered in my book The Goal Driven Business, which has always been useful, is a complete Day 1 and Day 2 walk-through. It is rehearsing your flow chart or patient map.

Everyone watches while someone acts as a patient. I have often done this and acted as a patient. I will notice things that everyone has taken for granted — the old poster from 1989 still on the wall with the Muppets, a dead plant in the corner, a dead smile on the front desk, no explanation when I am dumped off on a therapy unit. Staff start noticing things as well. Redundancies show up, so do poor handoffs between the front desk and the doctor or from the doctor to patient accounts.

Zeroing in on how the phone is answered, an exam is done, or a report of findings is presented, you can find many small improvements that make a big difference on how your patients experience your office.

(Want me to set this up for you? Schedule a time and give me a call.)

Creating your patient’s experience is your most important marketing activity. Mapping it and practicing will help you create raving fans — that will generate even more fans.

Keep improving,

*The average American encounters around 6,000 to 10,000 ads or brand exposures per day. Source: “MIT Technology Review” article by Michael Schrage (Aug 7, 2017)

*Customer service stats. X: The Experience When Business Meets Design, by Brian Solis

—————————————————-

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 book for CEO and Office Managers by Edward W Petty.

The Goal Driven Business, By Edward Petty

Why You Should Keep Smiling in Your Chiropractic and Healthcare Office

Posted on March 5, 2024 by Linda

receptionist at chiropractic office working with a customer

More Chiropractic Jokes Please!

In the late 80s, when I took my son to his first adjustment, I noticed bold but innocent cards on the doctor’s front desk counter.

They said, simply, KEEP SMILING.

Over the years, I have often seen this card at chiropractic events and offices – almost as a chiropractic tagline: KEEP SMILING!

I would love to know the history of this phrase, and if anyone knows, please come over to the Blog and explain it, or hit reply with the info and I’ll share it with your permission.

I have seen it on a chiropractor’s envelope from the 20’s, so I know it goes back a while.

SMILING MAKES YOU HAPPIER AND HEALTHIER

Getting those smiles out will improve your mood and improve your health.

IT’S SCIENCE.

Something the chiropractors of the 1920s and before knew.

“When you smile, your brain releases tiny molecules called neuropeptides to help fight off stress. Then other neurotransmitters like dopamine, serotonin and endorphins come into play too. The endorphins act as a mild pain reliever, whereas the serotonin is an antidepressant. One study even suggests that smiling can help us recover faster from stress and reduce our heart rate.”*

Try right now — SMILE!

See! It works.

OK then, DON’T SMILE. Gotcha. It works. :- )

Smile, laugh, and the whole world smiles with you. Frown, and you frown alone.

SMILING IMPROVES PRACTICE PERFORMANCE

But smiling can also improve your practice.

A happier office will have better performance.

“Smiling can have a positive impact on our performance at work. Research has shown that when we smile, we experience a boost in mood and a reduction in stress levels. This can lead to increased productivity and better performance on tasks.”*

2 METHODS TO SMILE MORE IN YOUR CHIROPRACTIC HEALTHCARE OFFICE

Old School Trick: Front Desk Mirror

Place a mirror facing towards the staff on the front desk. It should be so that it can be seen by whomever is working at the desk and answering the phones.

Place a caption on the bottom of the mirror. Something like: SHOW YOUR TEETH!

People can tell if you are smiling when they talk with you on the phone.

Morning Meeting Jokes

For your morning case management meetings, one person is assigned to tell a joke. The next day, it is someone else’s turn to tell a joke. Each team member must tell a joke.

Yes, the jokes are usually dumb, and it can be embarrassing. But it is also can be funny!

And besides, there is B.J. Palmer’s Rule Number 9:

“Don’t take yourself too damn seriously.”

So, that’s it.

Don’t be so serious!

Smile more, and you’ll find more things to smile about.

To help get you started, I found some chiropractic jokes and put a few of them below. More are on our Blog. (Also added an acupuncturist and dental joke.)

Have a funny day!

😊

Some bad jokes!

I never believed that chiropractors could solve my back problems.

2 weeks later, I stand corrected.

Did you hear about the chiropractor who got in trouble with the IRS?

It was for back taxes.

What do you call two chiropractors who’ve got each other’s backs?

Vertebros.

My chiropractor and I got into a terrible fight in the middle of my neck treatment.

Now I have to spend the rest of my life looking over my shoulder.

What’s the difference between a chiropractor and a proctologist?

You go to one if you need your finger cracked and the other if you need your crack fingered.

I went to the acupuncturist the other day.

When I got home my voodoo doll was dead

Be kind to your dentist.

He has fillings too.

My chiropractor is serious as hell.

But he still cracks me up.

“But Quasimodo, what makes you think you need to see a chiropractor?”

“Oh, it’s just a hunch…”

I go to the chiropractor because my wife told me to.

At least I assume that’s what she meant when she said, “Prove to me you have a spine.”

I had to quit going to the chiropractor …

I felt he was always trying to manipulate me.

Does anyone remember the joke I made about the Chiropractor?

It was about a weak back.

Went to see my chiropractor for the first time in a long time.

First thing he said when I walked into his office was “Glad to see your back!”

How many chiropractors does it take to change a light bulb?

Only one, but it takes 24 visits.

Good friends are like chiropractors.

They have your back and set you straight.

Don’t ever let a chiropractor tell you a joke.

It’ll hit your funny bone.

One thing I have learnt this year is to never trust acupuncturists

They’ll stab you in the back the first chance they get.

My dentist mocked me today, saying that even though he’s much older than me, he has healthier teeth.

I said it must be because he has the better dentist.

References:

*Grin and Bear It! Smiling Facilitates Stress Recovery- https://www.psychologicalscience.org/news/releases/smiling-facilitates-stress-recovery.html

*Smiling: The Surprising Benefits You Never Knew About – https://psychologily.com/benefits-of-smiling/

*New Study Suggests Smiling Influences How You See the World-https://www.psychologytoday.com/us/blog/the-right-mindset/202008/new-study-suggests-smiling-influences-how-you-see-the-world

*The Health Benefits of Smiling-https://intermountainhealthcare.org/blogs/the-real-health-benefits-of-smiling-and-laughing

—————————————————-

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 book for CEO and Office Managers by Edward W Petty.

The Goal Driven Business, By Edward Petty

The Flywheel Theory of Practice Marketing For Chiropractic Practice Marketing and Health Businesses

Posted on February 27, 2024 by Edward Petty

kids on merry-go-round

More marketing for less effort in your chiropractic practice

There is good marketing, better marketing, and best marketing.

There is only one kind of bad practice marketing.

That is … NO marketing.

Unfortunately, “no marketing” is too common. The typical scenario in many chiropractic and health offices is this: “Numbers are down. Let’s do some marketing.” After a great effort and expense is made, the numbers go up. Then what happens?

Everyone becomes so busy that there is no time for marketing, and marketing gets tossed aside like an old pair of worn socks.

This contributes to the Practice Roller Coaster. First, there is some marketing. Then there isn’t. Then there is, then there isn’t. Up and down.

Good marketing requires regular attention and action. Like making a cake or cooking a steak, you must pay attention and make adjustments. You can’t turn on the oven, then turn it off to watch your cable program, then turn on the oven again.

THE MERRY-GO-ROUND FLYWHEEL

Remember those merry-go-rounds on playgrounds? Everyone would get on, and one person would push. With the same amount of force applied consistently, the wheel’s speed would increase. Just using an even push, the wheel moved faster and faster until kids started screaming and falling off. Great fun!

What would have happened if the person pushed the wheel a few times and then let it stop? Then pushed it and got it going again. And then let it stop.

All the momentum that accumulated would disappear. Then, getting it going again would require more force. What a waste of energy! And how exhausting to start it up again!

Of course, once it is moving, it doesn’t take much to keep it going or even get it to move faster just by steadily applying force.

Effective chiropractic and practice marketing is just the same. The merry-go-round is like a flywheel. A flywheel is a “mechanical device designed to store angular kinetic energy in a rotating mass.” (Wikipedia) It is used in various engines and has several uses, but primarily, it keeps the momentum, or the energy, going.

Jim Collins refers to the Flywheel effect in his book, Good to Great. “Each turn of the flywheel builds upon work done earlier, compounding your investment of effort.”

HOW TO KEEP YOUR MARKETING FLYWHEEL GOING IN YOUR PRACTICE

Make a list. With your team, make a list of key marketing activities that you have done that have worked. Keep it simple.
Marketing assistant. Then, assign someone to keep track of these activities. They assume the role of marketing assistant. 1-2 hours per week. They essentially are project managers who ensure all marketing actions occur.
Keep to a schedule. The time allotted to do the marketing must be maintained and not get hijacked by “urgencies.” The temptation will be there. Whatever time is scheduled, don’t allow this position to collapse into other departments.
Monthly review and push. Every month, you can assess what actions seem to be working. Don’t be too eager to discontinue a procedure — some marketing takes time. Gradually, you can add more activities that are working. Keep pushing the flywheel!

We plan on offering a course on the Marketing Manager System for your marketing assistant later this year to help you achieve your practice goals.

GOOD TO GREAT – IN CHIROPRACTIC AND OTHER HEALTH PRACTICES

From Jim Collins: “Good to great comes about by a cumulative process—step by step, action by action, decision by decision, turn by turn of the flywheel—that adds up to sustained and spectacular results.”

Keeping the momentum going,

—————————————————-

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 book for CEO and Office Managers by Edward W Petty.

The Goal Driven Business, By Edward Petty

How Responsible is Your Chiropractic Healthcare Office?

Posted on February 20, 2024 by Edward Petty

take responsibility for what you care for

Responsibility Scale – Ownership or Spectator?

A few years ago, I was teaching an exercise program to a group of underprivileged kids ranging from 8 to 13 years old.

The program was part of a larger volunteer program run out of an old, dilapidated church. The kids came from a very rough environment. Keeping them focused in class was challenging, and getting them to participate was even harder.

I would start the class by going over a virtue. This might include kindness, cleanliness, honesty, or discipline. When I asked the group questions, no one would usually answer.

Except for this one time.

I asked the children what the word “responsibility” meant. In the back row – I had them all standing in rows – one scruffy-looking boy, about 10, immediately raised his hand and said: “Ownership.”

“Ownership.” I was stunned. Not only did someone answer, and quickly, but what a perfect definition!

RESPONSIBILITY IS OWNERSHIP

Responsibility is taking ownership. It is saying “I caused that.” “That is mine.” It could also be saying, “I didn’t cause that.”

It is not deferring to excuses or outside forces. Sure, there are many things outside your zone of control for which you cannot take responsibility. But your job and the group you work with are within your limits. If the office is not doing well, don’t blame it on your childhood, Spring Break, or Taylor Swift.

As an employer, you should encourage your team to take responsibility. Their job, or department, is their sandbox, too. Encourage them to offer suggestions for the entire practice as well – and listen to them.

And on the other hand, all employees are stakeholders. They aren’t working for a large and well-funded corporation or government agency. How they perform each day determines how the entire office will perform.

And something else: a friend of mine says: “Everyone is on commission, but most just don’t know it.”

CHIROPRACTIC HEALTHCARE PRACTICE OWNERSHIP

We discussed the concept of responsibility and ownership in our Chiropractic Healthcare Practice MBA program by reviewing Jacko Willink’s book, Extreme Ownership.

Some managers played it for their team meetings. I recommend you do it as well. (The link is below.)

No doubt, we all take responsibility and ownership for our work. We are professionals. Sometimes, however, our determination can slip. When you notice yourself complaining about things, know that you are slipping! Complaining IS a form of responsibility, but just a very low form.

A scale of responsibility might look something like this:

SCALE OF RESPONSIBILITY

Extreme Ownership
Ownership
Spectator
Complainer
Blamer
Apathetic

Here is a quote from Jocko Willink, and I recommend watching a clip from his TED talk with your team.

“Implementing Extreme Ownership requires checking your ego and operating with a high degree of humility. Admitting mistakes, taking ownership, and developing a plan to overcome challenges are integral to any successful team.”

― Jocko Willink, Extreme Ownership: How U.S. Navy SEALs Lead and Win

Stay Goal Driven,

TED Talk. Jacko Willink. Extreme Ownership. ( 13 Minutes)

—————————————————-

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 book for CEO and Office Managers by Edward W Petty.

The Goal Driven Business, By Edward Petty