June 2009

Is your practice at risk?

by Dr. Kevin Pallis and Dr. Ed Plentz

More than ever with these turbulent economic times, savvy DCs find themselves forced to focus on knowing how to be successful -- not just great -- chiropractors. In other words, you need to know how to run a profitable office with a vision under any (and all) circumstances.

We've discovered there are a growing number of qualified, caring, competent doctors whose practices are at risk. Not only is it a financially frustrating position to be in, but it's humiliating, embarrassing and very difficult to navigate as well. It's the frustration of watching the checkbook, downsizing, not making luxury purchases, putting off vacations, not saving, etc. Spouses even respond differently as though you've somehow betrayed them by your loss in income.

What you do when the going gets tough defines who you are as a chiropractor. Many proclaim their commitment to chiropractic, people, and the big vision -- until adversity arrives. Adversity actually serves as an opportunity to demonstrate your beliefs. It tests your commitment and asks you whether you stay the course or if you have "conditional" commitment.

Chiropractors who stay the course actually prosper wildly in dark economic times. Why? They decline to participate in what everyone else does who doesn't have their commitment to chiropractic. They're proud, excited and successful being doctors of chiropractic. They steadfastly refuse to allow external factors define who and what they are... including their income!

When there's adversity or insurance laws change, many chiropractors move away from family chiropractic, amending their practices to what's covered, not what they believe.

Case in point. When a teacher's statewide plan included massage therapy, hundreds of DCs in this state "suddenly" employed massage therapists. Was there suddenly a shortage of massage therapists in chiropractic offices in the state? Or did these DCs let others dictate their office vision and consequently put their practices at risk? What you focus becomes your reality.

The tendency is strong to do "anything to make a buck." Instead of adjusting more people, chiropractors have put their energies into something "everyone else is doing." Teeth brightening, laser therapy, pre-paid funerals (you've got to go sometime), liposuction, weight loss centers, etc. are actual previous income-producing activities of DCs coming into our Program. There's nothing inherently wrong with any of these activities. They all serve a need in a certain context -- just not in a DC's office. They dilute and weaken your belief in the very thing that sets you apart from all other practitioners: removal of VSC.

The world's parents are desperately seeking leaders for their family health. Followers are a dime a dozen. Leaders have superior incomes and practices because of the relationships they create and the value they deliver.

The brain and the nerve system and its effect on health will remain "undiscovered" by the majority of adults because of our putting lemonade stands in our offices. All the symptomatic care in the world will not change that fact. Creating relationships of trust with parents allows us permission to educate them about our unique perspective on health.

If our whole existence rests on the amelioration of back pain and factors such as whether we have the right type of insurance coverage, we'll relinquish our uniqueness not because of truth, but because of we'd rather fit in than stand out. When it comes to humanity, there's no time for political and partisan correctness.

Today, with so much attention placed on anxiety, depression, allergies, asthma, etc., it would seem to be worthwhile for every DC with a full-time commitment to chiropractic to educate parents regarding the benefits of family chiropractic care. We've personally witnessed office after office prosper hugely by narrowing their focus to families and adjustments instead of following the crowd of chiropractors copying the DC down the street.

Parents are some of the most loyal and referring people you'll ever know. When you help their children, you can't get them to shut up about chiropractic. There's no recession when it comes to children. Committed parents will do what it takes to restore and keep their children's health.

The choice is yours. Try to be all things to all people and fit in, or stand out by having a unique identity. It's your practice that's at risk.

(The New Renaissance is a movement of passionate chiropractors dedicated to changing the world. The leader in patient education since 1977, the Mentor IV Coaching Program is a step-by-step navigational guide that embodies the very essence of The New Renaissance vision of healthier people creating a healthier world. Without patient education, your patients won't "get it." To learn more about The New Renaissance, contact world headquarters at 800-525-3879.)