June 2009

Your breakthrough year

by Dr. CJ Mertz

The chiropractic profession is on the edge of a breakthrough and a breakdown simultaneously. This is an unprecedented time in our history and each practice has the responsibility of choosing wisely. It's not that our results with patients have changed -- chiropractic works. However, the practice of chiropractic has changed dramatically, which means you are either being updated or outdated.

In the months of February and March of this year, many clients recorded as many chiropractic best days, best weeks and best months as I saw happen in the past three years! In other words, practices are experiencing best-ever results right now while other practices (in the same towns) are struggling to keep their doors open. Why? The answer is relatively simple. Chiropractors can no longer prosper and continue to make the same mistakes.

Just five years ago, chiropractic witnessed a groundswell of growth. Practices from coast-to-coast were reporting a 10% per month increase. Yet, many of those practices weren't doing weekly workshops, had 20% missed visits, had no formal referral program, were hit and miss with team trainings, and were not consistently out in the community doing talks or screenings. You might be thinking to yourself, how in the world did they grow?

Their mistakes were concealed by things like good insurance coverage, a positive attitude, a pleasant team, and good patient results. Chiropractors who are still making these mistakes in 2009 are feeling a blow to their income and to their growth like never before. What's the solution? We just have to get better.

Being on someone's provider list won't cut it anymore. Having a positive attitude without changing patients' core beliefs from relief care to lifetime care will fail. Having CAs administrate your practice rather than build your practice is a luxury you can no longer afford.

Remember, practices are exploding everywhere. The world's economy will never supersede God's economy. People are sick, they're stressed out and overwhelmed, frightened, and in desperate need of a new answer. Chiropractic is that answer.

People will invest in the how of a better, healthier, happier life. You are that hope.

Unemployment is always a strain and we pray that anyone in that situation finds gainful employment soon. That being said, why focus on the minority when the vast majority of people suffering today can afford your care?

Invest in yourself and your practice. Market your practice, market yourself. Don't keep money idle in a checking account that could be leading people to your practice and compounding your investment.

Google "area events" and your city's name. You'll see all the programs happening right in your own backyard that you should call and participate in.

How good is your workshop? Do people choose lifetime care when they hear your presentation? How good are your screenings? How good are you with training with your team? How solid are your procedures so patients don't miss visits? Having the right coaching program in your corner can provide the advantage you need to grow.

There are five core elements that determine your future success: philosophy, technique, procedures, patient education, and marketing.

Philosophy determines your team's core beliefs and depth of passion. Technique defines your result of an optimal functioning spine and nerve system. Procedures are those congruent actions that produce world class service, capacity for growth and value for increasing prosperity. Patient education inspires the decision to invest in lifetime wellness care and a lifestyle based on the principle of chiropractic. Marketing includes both the internal and external strategies that lead sick and suffering men, women and children to your doorstep.

While in 1989 you needed to be above average in just two core elements in order to grow, a decade later it was clear that practices required three above-average core elements to produce growth. In 2009, the standards have increased again. Now, one core element must be excellent (near world-class) and three others above average to continue your commitment of growth. To accomplish this you must simplify.

Your breakthrough lies just ahead of you and despite the current state of the economy, there are more opportunities for practice success than ever before. Instead of standing still, accept the change to move forward. Join the hundreds of chiropractic teams worldwide that have embraced the challenge together and are united in the unyielding pursuit of seeing chiropractic and chiropractors prosper through the 21st century.

(Dr. CJ Mertz is the founder and head coach of the prestigious Waiting List Practice chiropractic training organization. See the WLP advertisement 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.)