The 3 most Common Problems in Practice; Part 1.

Most all doctorpreneurs and entrepreneurs alike seem to “need” the same thing in their business… new clients, greater income and more personal free time… Yet most often simply chasing those needs still won’t solve their greater challenges… Because being over worked and underpaid is not the real problem… They are “symptoms” of a broken business plan

Is this true for you? Because this article is focused to those three most common wants… I have been a doctorpreneur for over 40 years now, and I concur with those wants, because I once obsessed about them myself… Until the day I had to ask myself… are these constant challenges my real problem, or are they a symptom of the way I operate my business?

In looking at it I decided even though these desires are common to many others, I don’t believe they are universal problems per se, but I do believe they are universal “symptoms” and are the result of how you operate your business.

What would have to be true for these problems to be real??? In regard to the lack of new patients, we would have to believe that simply nobody wanted our services, so they didn’t break the door down to get in, right?

#1 The New Patient Challenge

What would have to be true for you to be challenged in attracting new patients or having patients referred to you? You would simply have to believe that nobody wanted your service.

Is that true? Would you have gone to all the schooling and your investment of time and money to enter a business that no one wanted? I think not!

Because something happened in your past, that made you want to become a chiropractor instead of a medical doctor or even a physical therapist, you saw something special about chiropractic, you saw its need and its value and you said yes to pursuing that dream. What was that one thing? 

In the meantime, in your quest to survive in business have you decided to be more like what all the people seem to want… allopathic treatment of aches and pains? Have you been medicalizing your practice culture? Did you once have a wellness model in mind as your practice culture, and have the idea of totally transforming a person’s health by offering a wellness culture?  

Because if you opened a practice with transforming health as your goal, and you have instead began selling pain relief services as a matter of trying to survive financially… you most likely are sending a mixed message, of who you are and what your purpose is. And cross information will cause confusion… and a confused mind will not buy.

So, I don’t know what is holding you back form attracting new patients bit I would suggest it is not because of all the reasons you give power too for not having a pipeline of new patients coming to your door everyday like clockwork… At some point you are closing the door either unconsciously or consciously to opportunity.

You must have a clear mind no matter what your personal beliefs are about how you eventually care for people; Because you are promoting a benefit of a service to the public, that is foreign to their thinking… and to be successful you have to understand how to promote what people want, and then give them what they need

The challenge is that chiropractic does have a negative brand image, and many perceive chiropractic to be a controversial approach to health, but can be good for neck and back pain… Which was never the intent for the practice of chiropractic. 

Well… that perception could be changed once we understood,” Why”, people weren’t coming… We could identify the person we felt we could best help and direct a message that promises a benefit that will solve a monumental problem we knew someone has and does not want.  

By re-visiting the question of what people want… When it comes to things, people will buy a power drill… yet they don’t really want a power drill; they want the hole, the power drill promises to deliver as the benefit from having the drill.

And therein lies the key… Good marketing is when you understand the needs and wants of people, and understand that people don’t always want the product or service they seek… What they want are the benefits of that service… So, I ask a dangerous question. What service do you render, and do you promote the service? Or do you promote what the public wants to walk- a-way with as the benefit they receive from receiving your service?

The goal in practice for me is not to have people ever come for the service or the adjustment, or as some call it, treatment… (which is the power drill) But instead come for the benefits of the adjustment which is the promise you make regarding the monumental problems they have and do not want… as the benefit they receive from having come to see you. (the hole).

Stay tuned for the next installment on the 3 most common challenges in business.

Obsessed with helping you live your dream.

Dr Bruce

Marketing is Attraction PLUS Conversion

Over the past several years I have observed that while most entrepreneurs
publicly express their “need” for more effective systems to attract new clients, they end up creating an almost permanent mindset that is focused on that “need”.

I “need” new clients, is the mindset at the top of the “to do” list, causing their primary attention to be consumed with the hunt for new clients. That in itself is not a bad mindset since we should always be marketing… but having an obsession for one thing (new clients) instead of focusing on the service we promise to those who have already invested in us, plus developing out skills to sign new clients may dilute your focus on your unique service proposition and cause the business to look a little desperate when the conversation is mostly centered on; ”how to get more new clients”.

The most effective strategy in my opinion is to have a system in place that
educates as well as motivates your present tribe as to your ultimate benefit; making the benefits of your product or service as part of the conversation others have when they are discussing challenges they have, that you solve.

This happens as a result of your marketing being directed on promoting you as a provider of a needed benefit, rather than a person who sells a certain service, (without a complete understanding of the true value of that service.) This is the benefit of good marketing which results in your becoming the “go to” provider for your service niche, and no longer just a seller of services.

The process of selling services as a commodity, versus promoting a high value product that has a specific life changing benefit, is in my experience one of the primary causes of holding back growth. Especially if you have a life changing transformational service that is not known and you only attract people for what they “think You do”. Putting your efforts to short term service and totally missing the long-term benefit.

Advertising and marketing are very important and misunderstood by most, but the game is simple when you look at it for what it really is.

  • Attracting new clients,
  • then converting suspects, to prospects the to clients.
  • By transforming their thinking to that of understanding your greatest benefit from investing in your service.

Marketing IS attraction PLUS conversion
Yet most marketing involves promoting a pain point you help, and then how to get quick and low-cost results. That is a commodity, i.e. pain relief, (pain can be anything not working in their life that they would like to have cleared up. In the doctorpreneur world it is usually more easily identified,I hurt get me out of pain.

In the financial world, the question or pain point may be, “I don’t have enough money to retire on”; “how do I make more money”. The questions are valid, yet the solutions require way more strategy and planning than just buying or selling another service.

The knee jerk reaction for many providers is to give quick general answers on how to fix pain points when the real solution is to promote your own opportunities to demonstrate complete solutions to general or chronic problems. (Presenting at business meetings, special events in your niche, and ultimately a 1-1 private strategy session, where the provider can demonstrate how a certain process could quickly and permanently correct the challenge.

So it becomes very clear if you have a high ticket service product and you are competing with others in your field who are promoting a commodity approach in lieu of a high value service you could find yourself having to defend why you don’t fix all the problems those others say they can in their “me too” advertising, which again can make it harder to attract new people to your business, absent a specific and thorough marketing strategy.

In my experience I learned two very important things, which became the catalyst for my ability to develop own and operate 13 chiropractic clinics, which were;

  1. Perception is truth

What people think is true is true for them. So when the public has an
opinion passed around long enough it becomes their true reality. As an
example, one perception I have heard repeatedly regarding Chiropractic
over the years is; Chiropractors “they try to keep you coming back”. And it
is well, true! For those that want to create a total health transformation;
yet it has been misunderstood so long it has become a perceived “negative
branded truth for the public who have not been properly educated as to
how Chiropractors achieve their results and the mechanisms necessary to
produce the amazing benefits their clients are seeking.

2. Reality can be changed with clear and direct communication. Once you
understand how someone thinks and feels about a subject, you can redirect
their thought from that of negative thoughts to more positive thoughts.

In marketing the strategy is to know who your Ideal clients are. What their
core values are, their income levels, what periodicals do they read, what
their entertainment choices are, and what are three of their most common
challenges that have and don’t want… that you can resolve.

Now knowing their values and beliefs and needs, you can speak directly to
them in your marketing message because you know them; this can carry
forward in your blogs, live presentations, face book posts and marketing
messages, as to why your service is necessary for them.

3. One more item that I could give as a bonus to improve your marketing
strategies is based upon the lifetime value of a client, and a specific and
effective system for converting the new client opportunity into a valuable
client. I have had many clients complain of the costs of advertising and say
they can’t afford this luxury. Yet advertising and marketing efforts are a
necessity rather than a luxury and if proper strategies are being utilized, it
is an investment rather than an expense.

4. The first mistake most Doctorpreneurs copy and use messages and
promises that others use, because they “think”, they are being successful
with them. Have they checked their conversion rates, their client retention
and the average income derived from every new patient attracted by
commodity style advertising? I call this me-too advertising! “Hey look at my ads, I am promoting just like you, (even though I don’t really believe in the message for myself… if it works I‘ll use it, must be good your using it, right?) That knee jerk advertising strategy of copying others “bad and old school advertising” is a great shortcut too; “business death”, by advertising.
How you develop your personal message to market, is actually as important as the actual marketing itself. You will know how good you are doing by answering this question… Have you ever thought of yourself as the best kept secret in (your service niche)? Meaning you know how great you are, yet no one else seems too.

So, attraction is a given, yes? The next focus is on conversion, and then the
retention and engagement of the clients that do begin your program.
Conversion is the process of enrolling a suspect; (a person who is only suspicious of what you may be able to do for them), into a service that is focused on correcting a problem the client is seeking relief from, rather than performing a temporary fix, the suspect feels, is all that is required.

For some reason the client wants to give input as to what they need to solve their problem, based upon what they “feel” is their best solution, and attempts to negotiate how much care they feel is needed in their case, (are they trained in your specialty?) After all they came to you for help, right?

You must understand it is common to have a client or patient try and direct the care, which has been proven to me to be mostly focused on their wanting to reduce the time and costs achieve a benefit. Though you know what is best and only recommend a program that will transform their problem, and not be just a band – aid.

People come to you with a problem they have and do not want. Yet for some reason when they are faced with a solution for the problem they did not expect, they question if it is necessary based 100% on their feelings, which is driven by their level of trust in you.

If they feel you may be a bit sketchy and are just trying to sell, then something they may unconsciously test your conviction as to what they need by trying to negotiate the amount of care you recommended. Or lay it off on they will do it if insurance pays.

Those common objections happen not because they can’t afford the care, or
because they don’t want the result you promise, it happens because they don’t trust you will deliver as promised. Therefore, I want you to work hard on creating your authority… So people will begin to know, like and trust you, which leads to them saying “yes” to you more often than no.

Therefore, I emphasize you put a lot of energy towards developing your message to market and your promise for amazing results, to build your trust and authority. So when a client is facing your premium care recommendation, even if they think it is not necessary at first, or don’t believe it will work in their case, and begin to question why they should invest time and money into a solution they don’t know will work for them… they will respond based on the level of trust and respect they have for you

So, when you have objections to a client accepting your recommendations, in most cases their thinking has returned form wanting a transformational solution to rationalizing why they only need their immediate problem addressed. You will know this because the conversation will return from talking about why they have to stop living their hellish life; to saving costs or time, and just getting this immediate pain under control… which is not the approach to achieving a real transformation.

Now the real payoff in your marketing is when you learn to identify the ideal person you would like to attract. Have your marketing speak to them and their monumental problems they don’t want, and you can help.

Now besides only writing copy for an ad, you also build your authority for your expertise through social media and public talks, which position you as the right person to help the client you want to help.

Now you begin to attract people you know you can help with their challenges, and they trust they are going to the right place to achieve the benefit they want.

And the marketing is now finalized in your consultive interview which has them realize the hell they are living in is real, and will not simply improve with time, but will even worsen without directed attention… and the solution here is to make the necessary corrections which will put them on a journey to the promised land…Which is their amazing benefit from working with you.

This is why it is best to stop emphasizing the treatment of immediate pain. Most real problems that cause a person to seek out a new solution, are chronic in nature and have been developing over many years, and the mainstream approach of seeking a quick solution simply will not result in the benefits they really want.

So it is up to the service provider (You) to help the “suspect” identify their present situation; (their state of pain, whether it be physical, emotional, or circumstantial) and help them recognize the situation as real and then identify the result they are seeking and how it may be more involved than just taking a pill, or having one quick fix treatment.

I find that people seeking solutions for any of the possible pain points, have
already tried mainstream commodity pain relief solutions and are not getting what they really want. This is why they have come to a professional who specializes in solving their problem, who don’t follow the mainstream commodity approach with quick fixes and instead focus on the cause and correction of the problem rather than to treat the pain. And when commodity is practiced, is what causes you the provider your “business pain”.

Marketing is a process, that when put in place by building authority, and
promoting a clear message of the benefits you provide, combined by a specific marketing campaign which includes an irresistible offer to have a discovery session… that will finally solve the new client and retention dilemma.

What is your greatest problem with your marketing and conversion process? I would be happy to have a discussion with you and try to help you turn that around. If you would like to get that problem solved now for free, let’s talk.

Click the link below and schedule a convenient time to discuss this… Looking forward to helping you.
To your success!
Dr. Bruce Parker

Should I Hire A Business Coach?

I just got off a call with a chiropractor who wants to make some changes in his practice. One big change would be to begin offering high-ticket, premium care program for cash… A good goal and one I personally recommend. But if this was a simple exercise in buying a script or procedure of what to say or do… Then everyone would be doing it, Right?

Though this process is not simple, it becomes easy when you have the right guidance and a clear process to follow.  

His first comment was, “why should I pay good money just for advice on how to do this” …. And my first thought was… “You don’t”! I did it myself at first.

Though I spent years to perfect this process through trial and error, learning what kills the conversion process and what completes the process. Especially for those that are convinced that an insurance company is responsible for their health… Why wouldn’t my time and creative efforts have any value?

PLUS…  when you can learn a step by step process… that works time after time, you haven’t just memorized a script… you have developed a “skill” that when implemented into your business can easily 5X your income! What is the value in that?

I feel coaching, being a doctor or rendering any professional service is a misunderstood mindset. Information, guidance or rendering a professional skill that is transformative in nature, will transform a life. The misunderstood mindset is that a service provider is NOT a provider of a commodity service. Yet most practitioners may see their work as a commodity.

As an example, going to see a chiropractor. The conversation will boil down to the care being seen as a commodity… How much and how many times do I have to come to treat this new pain I have…

That is classic commodity thinking, which is to go get something to solve an immediate need. i.e. take a pill, have a therapy, take or do something which is based on attending to a certain immediate need, and valuing the service based on the time it takes to deliver, and how good it works! AKA, trading time for dollars.

Looking at food as a commodity, one can be hungry and the immediate need is to solve their hunger quickly, i.e. fast food! The quality of that food or its value long term, may not be part of the decision, just get the needs met! Even though fast food has been proven to negatively affect people’s health, right? But it is cheap and quick… a commodity; immediate needs met service.

Paying someone for advice or as in the case of a doctor… their service is the mechanism for a person to attain a needed benefit. If it is a quick pain relief service, it may solve an immediate need… If the doctor takes the time and effort to discover a root cause then addressing the cause of the problem can result in a transformation of one’s health… Not temporary band-aid care but a real transformation in ones life. 

Look at diabetes, there is the commodity approach, take pills and injections, continue to live the life that helped create the diabetes, maybe prevent a leg amputation but still die of complications of diabetes… the commodity approach.

Or how about getting to the cause and addressing what caused their type II diabetes and make recommendations for a lifestyle change, nutritional supplements, eliminate nerve interference and recommend foods that over time will reverse their diabetes and rebuild their bodies health, and keep them accountable for their responsibilities… That is transformation and carries a much higher value of benefit than just getting more drugs, Right? And since that comprehensive service carries a much higher value, it will also command a much higher price!    

Studies have shown that to the extent someone invests in a service will dictate the benefit they will receive.

As an example, people who pay cash for a service, will have what I call, “skin in the game” and that personal exchange of money for a service is actually an investment in their achieving a desired benefit; This is not just an idea, it is a fact that has been proven to me over my past 50 years in chiropractic, as a patient, a practitioner and as a chiropractic business coach.  

Cash paying patients get the best results, are less problematic to manage, and are the highest referring category of patients in any practice I have ever managed…  Because they like, trust and have invested in you!    

Compare the compliance and engagement you get from most any third party pay patients? Missing appointments, not doing their personal work at home i.e. exercises or other things you ask of them, not coming to in office presentations; just not being engaged, is what I found, and they will quit care as soon as insurance is exhausted. For me third party patients really do take the fun out of practice. Because they see you as a commodity service, not as their guide to a better life!

My culture in practice evolved over the years to become only transformational care, rather than temporary pain care. I found the higher priced programs I called premium care programs, were attractive to many of those seeking my care, yet still most were a bit surprised about how much deeper my approach was.

Some people even commented; “finally, someone is going to get the bottom of this” …  What I experienced was my patient compliance and engagement they had for their care was so good, most all the patients achieved a very high percentage of the benefits they came to resolve. I was finally delivering my promise of how chiropractic saves lives!  

Additionally, or maybe strangely, patient satisfaction was so high that one of my patients who was a nurse, came to me one day and apologized for not getting better, like the majority of the others she had talked with in the reception room.

She told me that she knew she was in the right place because so many of the patients she had spoken with had similar problems, some even greater than hers, and she heard so many patients praising their care. To the point she felt she was doing something wrong and letting me down… her query to me was;

“Dr Parker I am so sorry I am not doing as well the others who are under your care… All I ask is that you don’t give up on me, and you will continue to work with me so I too can hopefully have the amazing results your other patients are having.

This woman had skin in the game and had invested in the care because she trusted me… she never once complained abut the fees I charged or blamed me for her not having the same results as the others. Only apologized for not getting better as the others were, saying she must be doing something wrong, maybe it was her strenuous work in the hospital? Now, how’s that for a twist on patient satisfaction? 

Eventually I refused to wait for insurance reimbursement and only offered premium transformational care, the patient would agree to personally pay in cash to receive.

I also specialized in primarily helping those suffering with disk problems, sciatica, failed back surgery… and that’s when practice became the most gratifying and the most fun.

All my patients were engaged in their care and doing their part to achieve the amazing outcomes I became known for. The patients invested in the program, we had no insurance adjuster trying to stop their care, and I was being paid my worth and became the “go to guy” known for getting peoples life back! 

So, having developed a proven premium care culture, with the finances and patient outcomes to back it up… What is the value someone could attain if they simply circumvented my learning curves; and the thousands of dollars I spent and lost, over the years while creating the process, actually worth?

I mean a chiropractor has usually spent over 150, 000 for the education they received to be able to take and pass state board exams, plus the next 100K in setting up their practice… what is the value of learning how to put it all together, faster and do it right the first time in a business that  will provide income for their family for the rest of their life?

Coaching should be transformational, and never be looked at as an expense; but instead, as an investment with a measurable ROI! That is why I have had clients for over 14 years… Because my fees have proven to continually increase the bottom line as this business has grown. Coaching doesn’t cost it pays!

So, obviously I believe in coaching…I myself have coaches and are involved in masterminds. I feel it is smart, saves time, and is an integral part of many super successful entrepreneurs and doctorpreneurs business plan. Especially since most  doctors had never developed, owned, marketed, managed a team, managed finances, or managed real life patients while providing patient care… Having a business coach is just a smart thing to do, IMHO.

Mind you, I never try to sell anyone into a management program, I simply asked, “Wouldn’t it make sense to invest in someone who knows how to do this skill and has it all laid out and has already compressed the time for you… instead of your seeking bits & pieces of info on your own and trying to slap it all together”?

So, if making an investment to learn a skill that can take you to a million-dollar income in record time, seems to be out of the question for you; you’ll most likely be challenged to develop a creative means on your own, that will give you that level of success.

Be mindful that you’ll attract what you yourself believe at your inner core and your behaviors. You will manifest your most dominate thots, negative and positive.

i.e. if you aren’t willing to invest in yourself to have greater success, it will be close to impossible to ask another to invest in you to help them have greater health!

If you don’t see the benefit of paying for transformational advice, and do the work that is asked from you… It will be very hard to ask another to invest in your advice and follow you?

This is where you find yourself believing in your client’s excuses as to why they can’t pay you, because you use the same excuse yourself. So, you may skirt the subject by relying on insurance to be the payor rather than ask the one you are doing the work for. Which will inhibit the value of exchange.

One of my mentors told me over 40 years ago to take the income I was making and invest over half of that in learning how to scale.  So, at the time I was young and wanted to drive exotic cars and at the time it killed me to invest in knowledge rather than buying a Porsche.

As it worked out that knowledge and coaching financed a whole life time of my car “obsession”, plus my racing obsession… An action that I thought at the time to be a sacrifice, resulted as being an investment in my ability live my life in the promised land!

If you are not challenged by the idea of routinely recommending premium care programs from 3K – 8K cash, and you are only struggling on how to do it, then how many 3-8 k programs would it take for you to make sense out of investing 5K in a program that will help you stop the struggle and learn to routinely do it? …  1 or 2?

If you don’t see MORE upside to investing in a mentor and realizing the results, they can lead you to, and therefore being creative in creating the investment required…

…then chances are you’ll have a hard time holding space with your potential patients that give you that same story you use to not invest in yourself.

The ONLY short cut to having the results you want… is employing a mentor who has had the very same results you want and can help you predictably get them.     

That’s it. Sometimes there may be a little luck involved, but I don’t recommend depending on luck when it comes to designing your life!

Otherwise, everyone who is having great success and got there because of the long and arduous journey of figuring it all out will be seen as just having good luck and did not earn their success! 

Do you feel lucky today?   
                                          Clint Eastwood

So, knowing not to rely on luck, why not skip the arduous journey and invest, but know WHY you’re doing it.

I had a client that had been in practice for 15 years and was having a great deal of success. Although he was pretty much chained to the office and when he wanted to get away to do a little camping with the family, that week off, would cost him big time. New patients that came to the office were put directly into insurance only programs, and patients that showed any sign of improving would be released. (there were specific reasons for that I later uncovered). PLUS… he didn’t know how to transition his regular clients to be seen by his associate in his absence… most saying they will see him when he returns. (You can’t scale with that system). 

So, besides the cost of the trip he had at least double those costs in his loss of business. Making his weeks off cost him 10K to 15K a week in lost business plus the cost of the trip.

Plus… for some reason the TEAM would start a small mutiny, as to how unfair, demanding and unreasonable the practice owner was, and he returned to negative drama… He was living in HELL when it came to his practice satisfaction.  But he looked successful on the outside, driving that new Lexus, to his big house!

In Case you missed it : Stand Out- With The Apple Effect

When this chiropractor hired me, he stated, he didn’t really need to build the practice he was very satisfied with his already high 6 figure income… he just wanted to stop feeling like he was in hell when it came to ownership… Was it too much to ask he be able to take a week here and there, enjoy a little freedom. And come back to the thriving non-dramatic practice he left?  

So, beside recovering the thousands of dollars he was losing; The mentorship actually added 300K to his income that year, PLUS…  he achieved his primary reason for investing in mentorship… He now had the freedom he was so desperately looking for.

So what do you feel that transformation in his business was worth to him? 

Needless to say, he was thrilled and is now FREE! The value = Priceless.

Plus… the act of investing in mentoring will energetically support you to attract more of what you want…

If you want to attract people who are WILLING to invest into a high-ticket transformational program to solve their health problems… instead of just seeking a quick band-aid approach to their problem, then you must BECOME that person you want to attract.

I can confidently say this because I DID begin that long and arduous journey and had some degree of success. But when I was introduced to mentorship is when I became addicted to investing into myself. It seemed the more I invested the better things got, and the less stress I had… A real win-win!

I put myself around other colleagues and mentors who were vibrating at a HIGH level of Energy and were getting stuff DONE. The systems, and the community made all the difference… PLUS I began volunteering for James W Parker’s seminars as Team Teacher teaching, and it seemed the more I gave, my success skyrocketed even faster!

Warning… Just because you DO invest doesn’t guarantee your results… Implementation is how it all comes together, and that is when your coach helps you get it done!

…One thing mentorship does do for you, is support you in being congruent in your own high dollar offer. And to me… congruence is demonstrating integrity. I would love to hear your feedback on different perspectives…

In Purpose,

Dr Bruce

Stand Out- With The Apple Effect

It’s almost become a cliché to talk about the simple power of Apple’s marketing and branding…

But the truth is that it’s anything but cliché…

When every other technology company on the planet talks about megabits per second, battery life and hard drive capacity… (bored yet?) … some of Apple’s most iconic advertising didn’t even show the product.

Remember the original iPod ads?

Dancing silhouettes jamming out against brightly colored backgrounds with those iconic white earbuds dangling in the air…

Instead of making it about the product, Apple made it about the experience. They demonstrated exactly what can happen when you have a world of music in your pocket.

There’s a reason why Apple is now the most valuable (one trillion dollars) and profitable company in the world…

They realize that value and profit is not in information, products, goods or stuff…

It’s in the human experience.

Or what the information, products, goods and stuff allow you to think, do, be, feel, have, overcome or achieve…

And that’s the Billion Dollar distinction.

The most beloved, most profitable, most successful and most viral products and services on the planet go above and beyond just selling information, they go above and beyond offering just another product or service.

They’re the ones that make the Experience PART of their core product.  And that’s the small distinction that makes all the difference in the world!

Information, products, goods or stuff have a limited lifespan…

Now more and more people are choosing to downsize their lives, get rid of their possessions, and move into “small houses.”
There are tech graveyards in China… where good products go to die… and I would argue that Google is a graveyard of information.

But the memories and experiences you have, live on as long as you live… even beyond, as your stories get passed down from generation to generation.

If you’ve ever wondered why you’ve struggled in business… you feel like you have the what, the how, the products, the qualifications, but something’s not happening for you… perhaps it’s time to leave the world of fine stuff behind, take the red pill, and enter the infinite world of experiences…

Experiences for you. Your team. And your tribe….

Experiences that allow you and the people you serve to think, do, be, feel, have, overcome or achieve something different.
It’s not about being better, faster, cheaper or stronger… it’s not about your product on steroids. It’s about thinking different. Being different. Talking different.

Business as unusual…

In a world with over 1 Billion websites and thousands of others who offer services under the same name as you, what makes you stand out? What makes you demand to be heard above the noise of me-too marketing locally and the billion websites people have to wade through to find yours which looks just like everybody else’s?

The answer is closer than it seems. Stand up… and look in the mirror.

It’s YOU!

When you bring more you-ness into your business and marketing you go from providing a service to attracting a tribe.

By sharing your values, beliefs, stories and personality, you start to stand for more than what you sell… and you inspire your tribe to stand for more than what they buy.

Through the choices they make, you give them the opportunity to do, be, feel, have, overcome, achieve and express more than they ever thought possible…

And the fastest way to do that is to do, be, feel, have, overcome, achieve and express more than you ever thought possible…

So let me ask you, are you playing it safe in your business? Are you saying what you think you need to say? Are you trying to look _____ (good, credible, professional, perfect, right)?

Because here’s the thing, in today’s market, the tools and tactics are not going to save you. Whether that’s Facebook Live or blogging or webinars….

Almost every entrepreneur has access to the same tools.

It’s what you choose to say… and how you choose to say it.

As the author Michael Drew says, “Before you can win someone’s money, you first have to win their time.”

I believe the most valuable thing you can learn how to do in your business is develop your voice… and your message. To draw your line and stand for something more than what you sell. To be a superhero to your tribe.

To create a business that stands out from the noise of a billion websites, and hundreds of practices that look and feel and give the same reasons on why you should go see them, out of all the others saying the same thing.

Remember if everybody looks the same, and makes the same promise, how will people choose you? Will it be for your unique and individual talents, or will it be relegated to who is the cheapest in price… I think you know that answer!

This is the key to what I call experience marketing (OR SHOULD I SAY: This is what I call the experience revolution… and it all starts with you stepping out and giving yourself permission to express more of who you are through your business, so you can inspire your tribe to live and express more of who they are…

This is the future of business…

It’s bold, it’s vibrant, it’s exciting, and it’s waiting for the real you to step forward.


Dr. Bruce

On Money

People have an innate understanding of what value a certain service or item has… based primarily on their relationship with money. They seem to know what a certain service should cost, based upon the promise of benefit that comes with that service. And they won’t pay more for a service if asked just because they have a lot of money either.

You may never see a rich man overpaying for much of anything, just because they can… due to the fact that the possible reason they are rich in the first place is based on their relationship and value of a dollar.

When they understand the benefit of a certain service. They will process the value of the benefit and attach a price to it in their mind. Then when the fee is being presented to them and based on their understanding of the value of that benefit to them, coupled with if they like and trust the person making the offer, they will accept or reject it, and often very quickly.

This is why some people may complain of the cost of a service, even when it is not that expensive… because they perceive the value of what they received, and it didn’t meet what they perceived the service would be; meaning what they paid for didn’t match in their mind what they received.

An example of that is the jilted woman offering her husband’s Porsche, in the newspaper for $2,000, just to piss him off after he left her for the new and improved version of her! Very few people will even answer that ad because the price is so far off the perceived value, and they question the integrity of the offer.

An example I discovered while developing my practice. I often heard people talking about services they received from other’s, or the spouse of a patient who didn’t attend the report and recommendations for the care, and it would sound like this.

What did the doc do today? “Oh about 375 dollars-worth” What”? “But what did he say or do for you? “He did nothing; just ran a bunch of tests, talked a lot and told me to come back tomorrow… I don’t know if I am going to”.

So, what happened? Was it the fee being too high, no! It was the lack of value the service had for the patient. If a doc runs a bunch of tests, EMG, X-Ray, etc. And the patient is asked to pay $375 for the perceivably worthless service, since it offers no real value to the patient paying it, they will question the transaction.

The patient will evaluate the worth of the service based upon the perceived value they do or do not receive. So, in this case she paid $375 dollars and felt no benefit for the expense and left feeling ripped off. It wasn’t the fee, it was what the fee represented and how it was presented. Which in health care is a problem for most, and is why I believe there is so much anger surrounding patient finances, and insurance, and are so often mis-understood.

So, in this case the fee of $375… it represented an amount that had a no actual value for the patent. They may think, $375 For What, I still feel like crap! Then they compare the money spent to the value lost… That is a week of groceries, gas for the car for two months, a car payment, or that new dress they had been wanting.

The fee process in health care is a tricky slippery slope we climb. We need tests to learn what services they need to rehabilitee their health, yet the costs of the tests without an action to improve their health seems like a rip off to the patient.

This a possible argument for insurance to be utilized in practice. Use insurance for those non-patient benefitting procedures, and use those tests to support the reasons why you are recommending the care you end up recommending.

Or you can add the costs of the diagnostics into the premium care program and have a ow cost of entry to care. No matter the solution you chose, it is very important to follow the laws of reciprocation and exchange to operate the business side of your practice, and you will circumvent many mis agreements and potential hard feelings when you operate in financial integrity and are in good financial exchange.

This may explain why you have maybe spent 200 dollars for a dinner and didn’t even blink, because the experience and quality of the food was excellent. At the same time, you may have spent 12 dollars for a poor-quality meal with bad service and complained about the cost…

Because there is an abundance of money, money is usually never the challenge. However, when someone perceives what the benefit of paying for a product or service should be. If they don’t feel they received that value they may feel cheated, or unhappy. Which is a condition call being out of exchange.

This will explain why someone may be fine with spending fifty dollars for a great steak and another is complaining after spending only 5 dollars for a fast food burger. The high cost of the expensive steak came with the benefit of the experience of the fine food accompanied by white glove service. While the cheaper food had basically no value in the experience, the food was obviously of very poor quality… and it wasn’t worth what they paid. Even though it was 90% less, than the fifty-dollar steak.

Therefore, if you are told of the dollar value for a product or service, you are very aware if what you expect to receive matches what you put out for the exchange. So, when a potential client sees a lower price, they will lower their expectation level and usually lower their engagement level as well.

When you apply a higher price to a premium transformational service, which truly improves a person’s life, your claims of transformation will be more believable at that higher price than if you were to recommend a cheaper, less engaging, and ultimately insufficient service to bandage their true needs.

This is why when someone may tell stories or give testimonials of how people had an amazing transformation and now have a higher quality of life; having helped them see life clearer, reversing heart disease and diabetes; repairing herniated discs without invasive surgery, restoring nerve function in the body; they are ecstatic based on the amazing transformation they received, and a smart person will easily see the overall benefit of restoring their physical health.

So, the opposite may be true for those thinking. It is impossible to close a new patient to a premium level of service at over five times the amount you presently feel is your patient value for care. Yet, when you ask for more, it puts the conversation into a much more serious mode. When you mention you can truly transform their health at a five-thousand-dollar fee, over the course of a year, compared to others who are recommending twelve visits for pain relief.

Charging more money puts you into a position of authority, compared to charging a low fee, just like everyone else, causing you to look like everyone else; who then perceive your health care as more of providing therapy rather than a life transforming health care service.

So, the decision is yours. Practice a commodity low cost service in which clients seek you for being the cheapest or lowest price as their final decision to choose you as their doctor. Or you put yourself in the ranks of an authority. Who is one of the best and whose charges are consistent with being an authority… a professional who will transform your health and give you your life back… at fee that is very fair compared to the benefits the client receives.

Now, the choice clearly is; devalue your services, join the ranks of a commodity and suffer the financial and professional consequences. Or… become the million dollar authority in practice who isn’t cheap… but is considered the best!


Dr Bruce

Can You Really Earn A Million In One Year?

Do you have what it really takes to make $1,000,000 or more a year in personal income?


FACT: Only 0.15% of the people filing taxes in the USA make $1M or more a year so… Why?

“If you want one year of prosperity, grow seeds. If you want ten years of prosperity, grow trees. If you want a lifetime of prosperity, grow your self-worth and master skills.” –Chinese proverb

“If you want to earn a million bucks a year, eliminate mediocrity from your thinking and expand your game to play larger in your life.”—Dr. Bruce A. Parker

Before I get into how to earn a million bucks a year have you ever thought about what money really is and, what are the laws of earning money? This happens to be one of my favorite topics because money is easy to earn if you do a few things right, and it will forever elude you if you do a few things wrong.

In other words, I believe the is a formula that if anyone is willing to learn and apply, can make a million or more in personal income yearly. And one quick disclaimer, it most probably will not happen in the first year of your business, it may take a few years of focus and action, to happen if you really want it!

Let’s start with an understanding about money and I’ll walk you right into making all the money you want if you are serious.

I do want to caution you in advance. The majority of people love the idea of making a million bucks a year but hate the reality of actually doing whatever it takes. In other words, they are interested, not committed. What about you?

Back in the old days, before “money” existed, people used a form of exchange called bartering. They basically traded one service or product for another of value to them. It was simple, easy and common in small communities and villages.

Later as commerce started to emerge, chocolate, cattle, sheep, and other livestock became the common form of exchange. That worked well within small communities and cultures however, when towns and cities grew, it became inconvenient to drive cattle and other animals across great distances. That’s when the smelting of metal began and with it, the production of coins began.

Coins were portable and thanks to the gold rush, they were durable.

Some of the earliest coins bore an image of a cow’s head. In fact, the word capital comes from the Latin word kaput, which means “head”. As wealth increased, coins became inefficient and too heavy for horses and buggies, so paper was added.

Soon there were also letters of credit, which appeared on the scene to represent large amounts of money. As more people started travelling, credit cards came into play, with the advantage of being lighter than cash and more secure.

Most recently we’ve seen incredible developments with electronic and internet banking and most recently the onset of blockchain where we can move vast amounts of money around the world at the push of a button. So, what exactly is money? Money is… “an idea, backed by confidence”, created to establish a value system so that some fairness existed amongst those bartering, trading, investing or giving.

Money is nothing more than an idea and ideas are nothing more than electromagnetic energy. In the case of money, other proponents other than thinking about it contribute to its flow and circulation in and out of your hands and bank. Once you understand the whole picture, it becomes much easier to attract and earn as much of it as you are prepared to achieve.

If you understand the laws of attraction or more precisely the law of resonance, then you understand the laws of resonating with money. But beware.

You must also understand that only resonating, is NOT enough to cause $1,000,000 bucks a year just show up in your account.

As much as “Money” is an idea, it is used as a means of exchange in our society and if you do not understand the laws of compensation, reciprocation and exchange, you’ll never win the money game and you will never make a million bucks a year either.

If you think that you can just sit on your ass and pray, visualize, affirm, mediate, tap and then pray for money to just show up… You better stop smoking whatever it is that is causing such a fantasy, now.

That is… You are suffering from an overdose of a drug called HOPIUM.

Now for some truth!

The more money you want to make;   the more specialized knowledge, skill and application of the right strategies and tactics IN THE RIGHT ORDER must be applied. Including the right thoughts and feelings. Please reread that last sentence.


There are SIX options to consider when it comes to making or finding money.

  1. Win it. In any given year, about 25 people out of 250 million will win a big lottery. I don’t recommend banking your financial career on hitting the winning number. Statistics show that eighty-five percent of people who win the lottery quickly lose all the money within a few short years. You can hope for this, buy your ticket, and be in the right vibration, but just don’t bank on it.
  2. Steal it. Of course, the price is quite expensive because you end up going to jail if you’re caught, and there’s a very big chance that you will get caught over time. So, stealing money is not an option.
  3. Find it. I’d be willing to bet that the odds on this one is just as high as winning the lottery or less. Hoping for this is ok but again, don’t hold your breath.
  4. Inherit it. I don’t know about your family, but in my family, this option isn’t worth holding my breath for either. This means the only option left for me, and I would imagine for you, too, is to earn it. And that means it’s really important to understand the laws of earning money.
  5. Invest it. This is an excellent option that requires your own or someone else’s specialized knowledge in one (or more) of many options. Real estate, Stocks, diamonds, business, currencies, commodities etc., There are so many ways in this section and they all require specialized knowledge and skill… Now last but not least…
  6. Earn it. Some of you have already fallen off your chair because you may actually have to go to work and provide real tangible value in the marketplace to make a million bucks.

You see, it’s the marketplace that pays you based on the value you bring to itand your ability to get people to exchange their money for your product, service, ideas or investments.

I know that many of you are already working hard and providing value but… you probably aren’t working on the right things in the right order and in the right quantities to make a million bucks a year.

If you are currently not earning this amount it’s simply because you are not yet offering a million bucks worth of your products, services, knowledge or expertise to either enough people or the right people. (Worth re-reading)

Money therefore is part of a value system whereby those who figure out how to provide more of their products, services, knowledge or expertise end up making millions.

Here are a few things to consider: If making a million a year was easy, everyone would be earning it so pay close attention as there are a few moving parts.

Part One:


The first question to ask yourself is this; Do I really feel that I deserve to earn a lot of money? I can honestly tell you that the people I know who make a lot of money ($1,000,000 or more a year) absolutely, unequivocally, without a doubt feel that they deserve it. They do because they have earned the right and ability to do so.

If you don’t believe you deserve to earn $1,000,000 a year you must raise what I call your “having-ness level” and lower your rational level. By “rational level”, I mean all your reasons and rationalizations about why you can’t earn this amount of money or why you haven’t earned this amount of money so far.

It’s time to stop telling yourself that you aren’t smart enough or good enough or that you don’t know enough and start putting a million dollar a year value on yourself. If you don’t value yourself this much, the money, people and opportunities will never, ever be attracted to you in these quantities. You will repel the difference between a million bucks a year and your current internal “secret” value every time. In addition, others will only value you and treat you to the degree you value and secretly see yourself.

Part two:


Every one of us has a persona, a term that comes from a Greek word meaning “mask”. We wear masks about all sorts of different things: We all have our money face or our game face on, whether or not we are aware of it. To attract more money, you must alter your financial persona immediately. Start thinking, acting, and behaving like the people who are already earning the income you want to earn. In this case a million bucks a year.

Think of Donald Trump. I don’t know of anyone who interested me as much as he does from this one perspective only: His brilliance for coming back from financial devastation. Trump was $900 million in debt and he kept his game face on as if nothing was wrong. Although he was probably getting irate phone calls and visits from his creditors, Trump kept his persona in line with that of a billionaire. While things were crumbling around his financial world, his mask stayed on.

For those who didn’t know the exact truth, that mask created a certain air of arrogance and a certainty that made people want to do business with them.

One of the best ways to alter your financial persona is to believe a certain thing that’s a lie right now. You can impress a new persona upon your sub-conscious mind using the right visualization techniques; affirmations, self-hypnosis and mediation techniques and that new persona will take hold and take flight.

Then and only then will the physical outside world match the new inside “Million Dollar” a year image.

Here’s a little formula for attracting and earning money:

Increase your having-ness level through your new self-worth vibration. Havingness comes from a mental state you create for yourself, relating to accepting that you are the right person to have a certain thing, like vast amounts of money.

How many times have you seen someone receive a gift and say, oh you shouldn’t have? That is because that person did not have a conscious having-ness level to accept the gift, or the unconscious value of being worthy of it.

Attracting money begins with you taking stock in the value you create for others and realizing the good you do, has value, this increases your ability to have. As the lotto example, when a person of lower means has a huge gift bestowed upon them, like millions of dollars… Because of their low self-worth, the money instead of being a life changing opportunity becomes an obligation…

They can’t “have” or accept that much validation and relax in the fact they have two million dollars in the bank, and quietly and confidently research the best ways to preserve it for their self and their family’s future.

They have to do something and because of their mental state of low Havingness, they make poor choices. Buy their friends lavish weekends in Las Vegas, jewelry and exotic cars, which brings the average lotto winner to manifest their “poor” choices and be worse off financially and mentally within five years!

Increase your level of having-ness, know you have great value so you alter your financial persona immediately. Start walking, talking, and behaving like a person who is already earning the level of income you want to earn.

Now remember the rich who have earned their money, understand the value and do not spend frivolously; they enjoy saving and accumulating, so being wealthy before you really are is a mindset, and not a practice.

Just as a consultant I once knew, would tell his clients to go out and buy things to make them feel rich… If they acted rich they would become rich, although poor spending habits do not make you rich and that idea put most of these young doctors into financial ruin before they had the opportunity to become rich!

This may feel awkward at first. Another example of mindset is; about twenty-five years ago, I heard a speaker by the name of Tommy Hopkins say, “Fake it till you make it.” I didn’t really understand what he meant until I started studying the brain. Hopkins meant that your subconscious doesn’t know the difference, so if you fake it long enough. You become it.

You’ll definitely find some resistance in your head from your own internal dialogue. That small voice inside your head will argue, “But you’re not a multimillionaire. You’re not making this amount of money. Why do you keep telling yourself that? Why do you walk this way?”

And of course I don’t suggest that you go out and spend that way just yet, but I do recommend that you try something that actors Jim Carrey and Barbra Streisand did, and that I have done as well; admittedly on a smaller level at first as I was training my brain to think abundantly and as I was developing my Havingness scale.

They set goals for five years from now, stating they wanted to be receive one-million dollars as an advance for a new movie… So, they carried a check in their pocket written out to them self for that amount. Every time they opened their wallet they saw that one million-dollar check, and it sent an electrical message to their brain that matched that vision and goal. Until they both eventually received that million-dollar check for their service and ultimately much more.

In the marketplace, once you have the right vibration, the right persona, and the belief that you deserve to earn more money, and you walk and talk with confidence and not arrogance… and you understand that you’re not going to get it by inheriting, finding, stealing, or winning it—the question becomes, what are the laws of earning it? Since the whole universe operates by laws, what are the laws of compensation?


At the beginning of this article you learned that money is an idea. Now let’s take that concept one step further and add this statement:

You will get paid in direct proportion to the service and value you bring to the marketplace for which you charge for.

If you can determine how to bring more excellent service and more value to more people, they will gladly exchange with you that little green paper called money. The formula is simple- the execution, much more difficult.

To earn a million or more a year in income, you must ask yourself Three questions.

  1. Is there a need in the marketplace for my product, service or investment?

I’ll give you two products to think about as an example: Hula Hoops and Pet Rocks. In case you’re too young to remember, a hula-hoop was something you put around your waist, then you moved your hips a little and it swirled around and around. A pet rock and literally a rock in a box that someone packaged nicely, marketed brilliantly, and sold by the millions. Was there a need for hula-hoops and pet rocks? Of course not, but great marketing and selling created a market and millions for it.

Now If there’s a need for your product or service or investment dollars, even better!

In the investment arena, there are tons of options to consider that you must have or acquire the specialized knowledge to move safely into this zone. The right timing is also a great ally to have. Most people are amateurs in this arena and do not do their homework to protect themselves from substantial losses and mistakes. Me included!

  1. How good is your product, service or investment opportunity and how unique is it?

Compared to other investment opportunities or a similar product or service that you offer for sale, how good is yours from a quality perspective, how unique is it? The rarer you or your product or service is, the more you can earn from it. Just think general doctor verses Transformational services. Start thinking specialization and being the best at something instead of general and average (a commodity service). There’s to many of those already.

How long or at what value is the commodity or real estate deal you are looking to invest it?

This is where you must be or have your own expert to help you make decisions to increase your chances of not getting screwed on investments. Skill and specialized knowledge are great to have in your corner when playing the investment game.

  1. How good is your ability to market and sell your product or service?

Your ability to market and sell your product or service to generate revenue at a local, regional, national, or international level is the most vital part of the equation if you are earning money as the result of marketing and selling.

To earn more money, you must become a marketing and selling master or have one on your team. If you have an average product or service and average marketing and selling skills, you will earn an average or just below average income because ninety-five percent of your competitors are also average.

That group will share fifteen to twenty percent of all the revenues for that product or service category. The remaining five percent of the competition—the ones who understand the laws of earning money—will rake in all the rest.

Please note that you do not personally have to be the expert in sales or marketing for your product or service, but you do have to build a team around you that has those skill sets.

One of the things I teach is this:  

Always hire/barter/trade or partner with people who PLAY at things you must work at including any part of the formula below. So, with this said…

What is my formula to earn a million dollars a year or more?

Here’s what you need:

Knowledge + Skill = Your Confidence and Certainty Level

The Right Strategies + Tactics = Your Blueprint and Game Plan

Your Goal + Your Beliefs = Your Vibration

Your Habits = Your Actions and RESULTS

Your Resolve and Commitment = Achieving it

Here are a few “ACCELERATORS”. Passion. Purpose. Enthusiasm. Contacts. Flexibility. Drive. Tenacity.

And here is the PLAN

Step 1: Have Absolute Written Clarity on Your Vision/Goal/Income

Step 2: Develop the Beliefs and Habits Needed to Achieve It

Step 3: Determine the Knowledge, Skills, Strategies and Tactics Needed to Accomplish Your Goal- And the Product, Service or Investment Vehicle

Step 4: Surround Yourself with A Team To Help You Apply Your Plan

Step 5: Take Action Daily towards Your Goal

Step 6: Tweak Your Thoughts and Actions As Often As Possible Till You Develop a System and Process That Repeatedly Works For You

Step 7: Have Fun No Matter What

Now all that is left is to execute… Do not look for immediate personal gain, learn the universal laws and become witness to the miracle that is taking place because you put the dream into motion.

And remember this… I believe and have experienced that the journey you will embark on, and the contribution you will make to society, and the lessons you will learn, are far more valuable than the money. When you experience the joy in providing the value you were put on earth to provide, believe me the money will flow to you to complete the cycle of value and exchange you gave created!

What is Most Important… Patient Satisfaction or Total Health Transformation?

This will be a 4-part blog following the Formula For Success, as it relates to your practice.

Success Formula 1: Know the outcome – clarity is power

Have you defined the precise outcome you can promise to a person seeking your care in your practice? Have you defined what you want to deliver, or have you left that to whatever the wind blows through your doors?

Step 1 in my formula for success states that when you define precisely the results you intend to produce, it will bring clarity to your purpose and will become a powerful force to achieving exactly what you want!

This will also become a powerful elevator speech in answering the question what do you do? I.e. “I restore sick people back to expressing optimal health, naturally and without the need for drugs or surgery.”

So, with clarity and outcome in mind, let me offer a question to you regarding your clarity of service. Are you providing transformational or pain relief care?

Transformational Care or Pain Relief?

Would you agree that one of the largest challenges in practice is to deliver what the patient “needs”, over what the patient wants?

As an example, people are focused on what is wrong with them i.e. pain and that is usually why they come to you in the first place – because they want that symptom or pain gone.  Yes?

Usually, the last thing they want to do is to get deeply involved in learning about your brand of health care or why you do what you do. They just want out of pain! Right? They just want it gone, and in the shortest amount of time – at the lowest possible cost, or preferably having their insurance pay for it all.  And without your care interfering with their current lifestyle.  Yes?

Now that could seem like a pretty dim view of your professional practice, having your clients dictating to the Chiropractor what they “think” they need.  But I get it, I actually experienced that for many years in my early days of practice.

People feel they know what they need.

Many say they “know their body”, and what it needs. Have you ever had a patient tell you what they need? Or reject your recommendation saying they don’t need all that care just for a little pain.

Yet the truth is what they know is their feeling of normal vs how they feel with a symptom.

Then they use their uneducated mind and emotion to try and direct the professional to what they “feel” they need. This creates is a commodity approach to care via relieving a symptom or having a feel-good treatment as the purpose for care. This is a philosophy that is diametrically opposed to the premise of chiropractic, which is to find the cause and not treat the symptom.

Now, when people come to a service provider they are not truly familiar with, like trying a new chiropractor; they are automatically a little defensive.  This is caused by fear.  Fear that the new chiropractor might try and sell them something they don’t really need.  This fear is falsely rooted in hearsay and has little social proof other than, “they keep you coming back”. This is interpreted as a negative statement, yet in reality, what service or action in life is ever devoid of a return visit? Exercising? Eating? Church services?

No one really wants to get involved with a long-term care plan. They just want a quick result, unless they see the care itself as a feel-good treatment when receiving it, like massage or other “feel good” treatments.

Feel-good treatments

My experience of having had massage in my clinics is clear – feel-good treatments can be great service for a commodity practice, that sells services, but are a practice killer for those wanting to promote transformational care.

This is because when a new person arrives for quick pain relief, offering feel-good treatment is thought to be a great way to show a new prospective patient how great you and your care are. But care is not their goal, eliminating their pain is.

If you are a transformational doc, your goal is to discover why they are having their symptom in the first place and then determine what is necessary to permanently eliminate it.

So, when you offer feel-good treatment for quick relief, it almost negates anything else you say about seeking the cause.  Feel good treatments speak to the patient’s sub-conscious, saying to them ‘that doc said I needed a year of care to get to the cause, but then I had a quick neck and back treatment followed by a massage and I feel better in like an hour!’

This quick results approach in trying to relieve their motivating pain quickly is the focus for many chiropractors. They feel that when they show how good they are at getting people out of pain fast, their customers will follow them forever! And that is fine, as long as you want to specialize solely on a pain practice. But that strategy may be like shooting yourself in the foot if you want to specialize in transformational care and will actually plant a seed of doubt about how trustworthy you are.

Helping patient’s understand our goal of transformation

So, it is has become obvious what is missing – which is the new patient’s idea of our goal for them. We need to have that conversation until our goal of transformation is understood by them. Because if you don’t, you will continue to suffer from the symptoms of a bad business plan and suffer the symptoms of a commodity style practice.

Therefore, I have an onboarding process which I take every new patient through.  It is very different than the standard medical style consultation talking about what hurts; when and where and how often; and did their parents have the same problem? I do things differently with the intention of having the new patient have an “ah-ha” moment regarding what pain represents and what it doesn’t.

Patient Onboarding Process

The intentional outcome of my new patient onboarding process is to create an understanding of what I can do for the patient and why it is NOT covered by health insurance, which is also my key procedure for having a cash practice.

Again, the intended outcome is to have a pain motivated person recognize the value of transformation, understand why it is NOT covered by insurance, and have them accept my recommendations and pay cash to receive the care.

Now, to be totally transparent, I developed this process as I was developing the procedures I felt were required to operate my clinics absentee. I could not be in all my clinics at once and I relied heavily on my employee doctors to operate the clinics that I didn’t have the privilege to work in. I trained my docs on the procedure and I thought I was good to go!

Now here is why you keep good statistics on your practice.  My docs showed a good number of client conversions accepted, yet the income was dropping like a rock?

When I looked closer, this is what I found – my docs were apparently lazy and as insurance became more plentiful, they still used my onboarding process, but the finances were seldom agreed upon and eventually, the finances fell to what the insurance would pay!

This is a phenomenon I have found almost as a universal problem in the chiropractic profession. By having the insurance to rely on, the docs didn’t have to spend as much time showing the need for care because patients would almost always accept the recommendation when insurance would pay for it.

This insurance model quickly converted many of my practices to an insurance and pain relief model. Regrettably, my lesson was in my believing the docs when I asked if they were doing the entire patient onboarding procedure and since they said yes, I simply believed them.  I ran my enterprise with honesty and trust in my TEAM.

The proof, however, was in the numbers.

The docs did not do the procedures in full, which resulted in going from a high 90% of acceptance of care with a 78% retention for the yearlong recommendation to almost zero retention after a month.

And the response I heard from them and others I have worked with was… we need more new patients!

And they did need more patients, because they weren’t able to retain the ones they had already committed to care, based on no clear financial agreement. This left a void in the patient list.

Success does not come as the result of a cash or insurance practice

The summary is that success does not come as the result of a cash or insurance practice, it comes from the people you are serving and their understanding of their real need for care, PLUS WANTING the care, then having a convenient financial plan agreed on to pay for it…

Now the learning curve for converting to high ticket transformational care was not all unicorns and roses, but the benefits of this procedure continue to be effective and have lasted over 40 years.

This has proven to me that it is very doable to turn around how a new patient thinks about why they need care and ultimately, why they should pay to receive it.

That was the finale of Step #1 – building a great foundation to build a thriving practice on.

I had a desired outcome to work towards, and I kept with that goal for many years until it became the cornerstone for my practice success.

And my process still remains a big departure from the traditional way other chiropractors onboard new patients.  And the curious fact that I have discovered is that the three largest challenges in practice stem from:

  1. needing new patients
  2. patient retention
  3. moving from insurance dependence to a cash practice.

All of these challenges were resolved by utilizing my new client onboarding process.

If you have ever experienced those three common problems in practice consider the way in which you onboard new patients, then read on.

But if you are satisfied with all aspects of serving your patients now; have great acceptance to the recommendations you make for care; attract patients that gladly pay cash for that service; and retain them for the duration of your recommendations without the need to patient-sit (call for missed appointments, chase them for payment, have them comply with home care you recommend, etc.). Or, in other words, if you already have your practice filled with your dream patients, then you may consider reading on to be a total waste of time.

I say that because those above-mentioned traits of poor patient engagement are not symptoms you can treat anyway.  Sure, there are practice manuals available that contain scripts for “best-practices” on almost everything including recalls, making appointments, how to handle objections as you make recommendations for care, etc. But what is the script for doing things right in practice so that you don’t need to have a script to get you out of a hole?

My onboarding process was a script for increased patient retention, patient management, and financial management.

You have to know that procedures will solve many problems in advance. This follows the philosophy I use in business called Results In Advance.

Image having 100% compliance with your patients, as they adopt your health care culture and become butter in your hands. And you begin to have more fun than ever in practice where patients begin to trust you and stop questioning your reasons for care and are open to do what you ask of them.

Now, because you have better compliance with your patients, you have better communication with them as they follow up on your requests to attend patient education programs, fill out forms and surveys about their lifestyle and will actually do the work at home.

And because of their increased engagement, you have more available time to work with them as they engage in your program. You will become more excited to work with clients that show you trust and respect for your culture and because of that you will now produce even more amazing results.

I feel chiropractors especially should understand this. As the foundational philosophy of Chiropractic and our Unique Service Proposition (USP), we have promoted our “reason-for-being” under the premise that we don’t treat symptoms. We look to find and correct the cause of sickness and dis-ease, not cover up nature’s warning signs, (symptoms and/or pain).

Look to what is causing the problem

So, to summarize this message. It was my intent to introduce the idea that many chiropractors who are struggling at any level in practice, should not focus on the problem (symptom) but instead look to what is causing the problem.

i.e. Symptom: low collections = low to no financial agreement.

To correct that problem, revisit your financial agreements and agreements for care. Has the patient agreed to do everything in their power to ensure they pay for their care in full?

So, what are your primary challenges in practice? If you are having an unwanted practice symptom and would like to have it corrected now… Let’s talk, and I will give you a strategy to correct that symptom NOW!

Let me help you solve your greatest challenge in practice for FREE, click here


Dr Bruce – The Turn Around Coach

Kick Start Your Marketing

Today I’d like to teach you about the three most important start up marketing tools you need to get and keep new customers.

  1. In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
  2. Follow up letter: Always take a moment to send a follow up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
  3. Phone call: Use a telephone call to follow up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.

None of these will work if you don’t have a quality product/service to back you up!

Here are the key steps for putting together your start-up marketing tools:

Read moreKick Start Your Marketing

Stop Wasting Your Resources!

Today you’re going to learn how to find a target market of potential customers so you aren’t wasting precious resources on blitz marketing. So, the two questions you have to ask yourself are:

  • What do people really want to buy from me?
  • What related products are they already buying?

Once you figure this out you will know who is more predisposed to purchase your products/services. Then, you find other businesses with the same customer base who you can customer share with. Come up with an incentive and great arrangement to encourage both of your customer bases to shop at both of your stores.

The basic concept is this:

You want to find existing businesses who have the customer profile that you are looking for to market your products/services to.

Then strike up a relationship with those business owners to work out an incentive for customers to purchase from both businesses.

Read moreStop Wasting Your Resources!

Educate Your Customers

Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!

Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.

Here are a couple of key elements to use to retain your current customers:

  1. Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
  2. Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
  3. Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
  4. Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.

Read moreEducate Your Customers