October 2008

The seeds of greatness

by Dr. CJ Mertz

In my analysis of practice growth for the first half of 2008, the keys to practice success remain true and uninterrupted. While many chiropractors are struggling in practice and grasping for answers, record breaking growth has come once again for all those who have learned to sow the seeds of greatness.

Pursuing uniqueness as a competitive advantage has lead to countless numbers of DCs falling prey to fringe techniques, treatments and tactics. Yet, getting sick people well and keeping them well, hasn't changed at all. Today, people have so many choices, they don't know what to do or where to go. Those chiropractors who know why and how to seed their practice are reaping one great harvest after another.

The world's most profitable and rewarding practices have focused on families. Invariably, when people find a purpose-driven chiropractor, they share chiropractic with their whole family.

Three significant failures that chiropractors can (and do) make in their careers:

***  Unsuccessfully involving families in practice.

***  Not understanding to promote first and serve next.

***  Failing to make their care both affordable and profitable by serving families.

Avoiding failure

Should you do outside talks and screenings? Of course. It's there you meet many individuals who will learn why and how to introduce their families to chiropractic.

Should you have a (preferably full-page) print ad in your local paper each month? Of course! You should be building a growing readership for thousands of people who are learning to connect with you and your message. There are just two foolish actions: not placing an ad at all or trying it for a while and then quitting. When individuals call from the ad (and they do), they'll know why and how to introduce their spouse and children to chiropractic.

Ultimately, successful practices plant the seed of greatness -- "people getting care, caring for other people." The biggest tragedy about a sick person getting well, is keeping it a secret. How many stories of other patients' successes do you suppose your average patient today has heard? If your answer is fewer than 10, you should be concerned. Why? Only those who learn to share other people's stories inspire people to share their stories with others. Overflowing referrals is the bedrock of all purpose-driven and profitable practices.

What do your patients believe you expect of them? Historically, our clients have the highest referral rates in the world, but the average DC in practice strains significantly through this process. Do your patients believe you expect them to refer? Notice I didn't ask whether you'd like them to or appreciate it if they did or if you even ask them to refer. The practices with the highest referral rates every year are those whose patients have come to understand why you expect referrals and how to share your message with their friends and family. You shouldn't "hope" your patients refer any more than you should hope the philosophy of chiropractic is right.

Chiropractors around the world are joining together in the spirit of "Well Township," which isn't just a phrase or a slogan. It's what you and your practice have the potential to create. Your talks, screenings, ads and referrals are all driven by this potential.

A client recently contacted me when he discovered that every single house and every single person in one neighborhood of his town is actively under his care. At first it was a pipedream and now it's reality.

I referred a golf buddy to a friend and client in Austin, Texas. Shortly after, he learned about the miracles children were having in this practice. His own children were battling sinus and ear infections for more than three years. He decided to get his family checked and his children have not had another episode. The number of other country club families he has referred since then is simply astonishing. He told me the other day that he and his family are lifers.

Getting sick people well isn't hard, we already know the body heals itself when given the right chance. Paul Zane Pilsner reminds us in his book the "Wellness Revolution" that wellness will be the next trillion dollar industry. Wellness isn't exclusive, it's inclusive. Wellness isn't a short-lived result, instead it serves as an optimal lifestyle.

Is your practice filled yet with the culture of people helping other people while they themselves receive help? Do your patients know why you should expect them to become part of your Well Township legacy? Is it obvious that whole families are your focus? Do you know how to make it both affordable and profitable? Are you promoting first every day of your practice?

If you're like most of the dedicated chiropractors I get the privilege to train, you'll improve greatly with the right coaching. Don't be afraid to ask for help. Call me today and let's talk about your practice and how to plant your seeds for greatness.

(Dr. CJ Mertz is the founder and head coach of the prestigious Waiting List Practice chiropractic training organization. See the WLP 300 patient per week opportunity on the back page of this issue. For seminar tickets and information on WLP coaching services, please call The Waiting List Practice at 877-TEAM-WLP).