Back in the day when Chiropractic consultants were popular, I hired many of them.
I went to their seminars, I went through their training manuals, listened to their audio cassettes…You name it, I bought and read it.
…and I’m sure glad that I did.
Because I learned a lot about what not to do.
In those days, I saw my friends and peers try the “High Volume” route, the “Pre-Pay Cash Plans” route, the “Open Adjusting” route, the “3-Day Report of Findings” route, the “Corrective
Care” route, the “Cash Practice” route.
And in more recent years, they’ve tried product focused-care and services like…
- Functional Medicine
- Weight Loss
- Supplements
- NCV
- Franchises
On top of that, Chiropractors have been bombarded with internet marketing programs…
- SEO
- Groupon/Living Social
- Social Media Marketing
All of these things can produce some excitement and a temporary bump in passion and profits for the consultants selling them and the Chiropractors supporting them.
But I know now that typically within 1-5 years, these models fail.
Here’s why…
They are not based on relationships, long-term value creation, and trust.
For too many years, too many Chiropractors have treated the general public as case types.
They’ve measured their success by “Patient Visit Average” (PVA) and not by Patient Satisfaction.
They’ve artificially built their practices using maximized billing strategies and by scaring patients into compliance.
With the right consultant.
The right script.
The right facial expressions.
The right song and dance…
All this can be learned.
But it is not what people want.
..and that’s what too many consultants these days aren’t telling their clients.
They are going the easy route by telling Chiropractors what they want to hear.
But you are not your market.
Always remember that.
You can learn more from patients than you can ever learn from a consultant.
How?
By their words and their actions.
And by never forgetting who you work for.
Never forget who the real boss is.
