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.

Cheers,
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.

Cheers,

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!

Cheers,

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.

OPTIONS FOR MAKING MONEY

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:

VALUING YOURSELF FIRST

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:

YOUR FINANCIAL PERSONA

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?

LAWS OF EARNING MONEY

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

Cheers

Dr Bruce – The Turn Around Coach