We're always talking about that patient who dropped out of care. What about the ones who stay, pay, and refer? So many D.C.s get sucked into the faulty belief that you should talk and complain about the people who don't show up for your orientation or special event.

Over the years, we've built up a reputation at Renaissance for being contrary to the majority view in our great profession. We're "renegade" not to be different or unique, but because that's who we are!

Most of the profession is split over the issue of acute care and wellness. What if you could attract both to your office? See as much acute care as you want and add wellness to your existing practice? Think of your office image in the minds of your community members. Think of the added income. Think of the increased health and well being of your community.

Wellness is here to stay, regardless if you choose to participate or not. Paul Pilzner author of the best selling book "The Wellness Revolution" states that the wellness industry will be a trillion-dollar industry in the year 2010. Where will you be in this revolution?

Massage therapists, acupuncturists, dispensers of vitamins and herbs are already lining up at the golden trough in record numbers. Where are the chiropractors? Stubbornly clinging to a sinking ship of taking care of injured people only. What about the majority of people who are demanding wellness -- and paying cash if their insurance doesn't pay?

The answer is simple. Adopt a philosophy and office procedures that reflect wellness. You won't exclude acute care patients with a wellness philosophy. You communicate to them that you offer wellness. If they're interested in wellness you'll have another family that "stayed." If they're not interested in wellness and you educate them, they'll at least receive enough care to remove the latest layers of injury to their spine, not just symptom relief.

Many readers will say they don't have any patients interested in wellness in their offices. This is simply not true.

Let's go through an all-too-true scenario.

Patient Johnny B. Goode enters your office for an acute injury -- neck pain. You accept him and immediately focus on his symptoms. His symptoms are reduced under your care and he is pleased with the care. He leaves after a few adjustments. He got away without ever knowing that you offered wellness.

You had no patient education about wellness (not symptoms) in place. You had no patient procedures or communication that would have alerted him to the fact you are a wellness D.C. What you didn't know is that Mr. Goode has a wonderful wife and three children and is very interested in family health. They eat right, take supplements and exercise.

The wife of patient Johnny B. Goode is exercising at her health club when one of her friends mentions that she and her family have been receiving wellness adjustments from a family chiropractor. The friend invites the wife of your patient to the New Patient Orientation and the rest is history.

Do you know how often this scenario is played out?

Wellness patients get injured just like everybody else. While they are interested in addressing their immediate needs, their overriding health philosophy is wellness.

Johnny B. Goode in his thinking would only be welcomed by D.C. number one if he had been injured or was ill. On the other hand, D.C. number two welcomes all patients, sick or well. Mr. Goode immediately transfers to D.C. number two with his family.

The Goodes are welcomed into the new chiropractic office. They watch educational videos that validate their philosophy of health. The children begin to receive once a week wellness adjustments to remove VSC. Both parents notice changes in their health. Both parents notice even more social and emotional growth and adaptation by their children. Chiropractor number two has yet another happy and enthusiastic family that stays, pays and oh yes, refers.

Speaking of referral, here's the scorecard for the first year:

*** Johnny B. Goode plays in a rock 'n roll band and refers in the drummer and his wife.

*** Mrs. Johnny B. Goode belongs to a parent advocacy group for children with learning and emotional challenges. Chiropractor number two gets invited to speak at her group. This attracts four more families that stay, pay -- and refer.

*** The four families refer in two more families.

Final tally: 23 new patients from one excited, enthusiastic, educated wellness family. Long live wellness!

Don't keep talking about the one who got away. Talk about the ones who stay.