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Dr. Edward Wagner: Holistic healer
He blends chiropractic, homeopathy,
and naturopathy into a spa-like setting.
By Todd Stumpf • Photos by Vander Gallo

Is it a clinic or is it a spa? Patients may wonder when they first enter Wagner Chiropractic Holistic Clinic, in Pacific Palisades, Calif.

4 critical guides to success

Wagner points to four specific things as being the keys to his success, as well as the success of any practice. They involve cause, impression, ability to evolve, and inspiration. They are applicable to any practice:

• Cause. When treating a patient, find out why he (or she) feels the way he does. It might not be obvious, and it might not be what it seems at first.

• Curb appeal. When buying a house, most people decide whether they like it or not the moment they see it from the street.

A chiropractic office, Wagner says, is no different. First impressions are everything; folks like to feel as if they’re in a nice place. He suggests decorating with the highest quality of furniture and carpeting.

“Always display an office or a facility that’s at least as nice as the best MD or the best lawyer around,” he advises.

• Flexibility. Nothing in the profession is static. Wagner suggests using techniques that can grow. “Most doctors use the same techniques with every patient and they can’t expand. I always believe in picking techniques that give me the opportunity to explore so everything becomes brand new.”

• Inspiration. Wagner tries to inspire every patient. The inspiration might focus on looking better, changing a lifestyle, eating better, exercising more, or doing anything else that contributes to becoming healthier.

He emphasizes practicing what he preaches. “When you inspire people to look better, to lose weight, to be in greater shape, or to improve their lives, you become different, yourself.”

Make no mistake: Although his patients' experiences are usually unlike those of most other chiropractic patients, they get full chiropractic care. Dr. Edward D. Wagner, owner and director of the $1.1 million clinic, makes sure their healing is holistic.

Wagner’s is a 28-year-old, integrated healthcare practice, with no medical doctor. The practice specializes in chiropractic, homeopathy, naturopathy, nutrition, kinesiology, essential oils, and crystal massage. With its various services and treatments, the practice has the feel of a spa rather than a doctor’s office.

And the patients treat it that way, too. An average visit lasts several hours. Nobody simply comes in, gets adjusted, and leaves.

“They get a complete health package,” Wagner says. “That way they don’t have to come as often. We can deal with most problems once a week, or even once a month. It’s not uncommon for a person to come in and spend $500, then not come back for three or four weeks, rather than spend $50 three times a week for several weeks.

“In L.A. people don’t want to come very often. I’ve had to change my practice this way. A long time ago you could drive across the town in 45 minutes. Now the freeways are gridlocked all the time. The traffic is so bad that I had to evolve and change my practice. So the office is more like a spa, a complete nutrition health spa.”

So Club Med-like is the feel of the practice that patients frequently fly in from out of town and spend several days there getting various treatments. Wagner regaled of a woman who spent a week at the clinic, undergoing multiple procedures all day, every day. “When she left,” Wagner says, “her condition was 80 percent better than it had been for eight years.”

PHONE CONSULTS AN OPTION

For those who can’t afford the airfare (or cab fare) or don’t have time to fight freeway traffic, Wagner spends three hours a day doing phone consultations, which he bills as regular office visits. He does five or six an hour and estimates he might “treat” 15 people on a busy day, all over the phone.

He analyzes patients’ symptoms, reviews their charts, and talks to them about how to treat themselves, either through changes in nutrition, adding exercise, or performing a maneuver they can do themselves. He may also suggest a homeopathic remedy.

“They love it,” he says. “I get people who think they can’t get better. They call me on the phone. They’ve been to chiropractors; they’ve been to [medical] doctors; they’ve been to hospitals. Because I’ve been doing this for so long, I can often figure out the problem during the consultation. I suggest a program to do. I might refer them to a certain kind of chiropractor in their area. Usually they’ll get better.”

Growth through referral

While many chiropractors build their practices by using a variety of marketing tools, Wagner has built his to a successful size primarily through one method: word of mouth. About 97 percent of his patients find his clinic’s doors because of recommendations of other patients.

How does he achieve such a great referral rate? Patient satisfaction. He makes the doctor-patient relationship personal.

“I get involved in almost all aspects of their lives, then I give them advice on most of them,” says Wagner.

He does have a small advertising budget and program that includes a brochure, DVD, and a Web site. He has also been featured in martial-arts and health magazines. He has also been the subject of a story in the Los Angeles Times.

Although he does not advertise, he does participate in health fairs at a local health club.

 

The one thing a telephone consultation can’t do, however, is provide the experience of visiting the clinic. Those who have the time to come in for treatment benefit from a variety of traditional and nontraditional treatment styles.

The wolf man of Pacific Palisades

While Wagner is certainly as unique as individuals go as a practitioner, he may be even more so at home. That’s because he chooses to run with the pack. Make that a pack — as in a pack of wolves. Real live wolves.

Actually, they’re three-quarters wolf, the other quarter being domestic dog. But they certainly look — and sound — like wolves.

“They’ll howl at night time and it’s the most beautiful sound in the world– Owooooooo,” Wagner says of his pets, Bear, Niki, and Betsy, three white wolves he rescued from various circumstances.

Kevin Costner danced with wolves in his famous movie role. Wagner does all but dance with them, including walking through the local mountains and on the beach, going to restaurants, and even sleeping.

“Some wolves don’t like to be in the house,” Wagner says. “They can stay out all the time, but ours always spend some time in our bedroom at night.”

The three wolves are part pet, part companion, and part protector. They all exist in Wagner’s pack, their master serving in the alpha role. They get along well with Wagner’s chi-huahuas, too, despite weighing more than 100 pounds apiece. They also coexisted fine with a pet cat that recently died.

Wagner says the wolves are much smarter than conventional dogs, far more loyal and obedient.

“They are the most loving dogs,” he says. “You can communicate with them. It’s more like talking to a kid than talking to a dog. They respond. They are always checking on you. They always come out to see if you’re OK.”

The wolves look like big dogs, but don’t act like them. They don’t chase tennis balls, for instance. They do wrestle some, but mostly they just make sure everyone else in the pack is safe and sound.

“It’s a type of bond that goes much deeper than with a dog,” Wagner explains. “They can sense if somebody is bad. When guests come to the property, if we say it’s OK, then it’s OK, and they’re accepted. They’re fine, unless somebody bad tries to hurt another person. Then, it’s all over.”

A patient is likely to see Wagner himself, as well as all of the other staff practitioners during a single visit. That includes naturopath, homeopath, and nutritionist, David Elliot; applied kinesiologist, Eric Foster; massage therapist and hot crystal massage specialist, Angela Douglas; and B.E.S.T. (bio-energetic synchronization technique, a non-forceful technique aimed at balancing all the systems of a body) specialist Jeanne Lupypciw.

“We all literally work together,” Wagner says. “A lot of clinics with a lot of doctors share patients, but they’re not really that involved [in total care]. Each doctor focuses on his or her specialty. Here, though, we work together.

“I will do an initial evaluation, for instance. Let’s say I find an old stress deep in the body rather than an injury. I’ll refer to our practitioner who does a certain technique, or we’ll move the patient into another room and do a B.E.S.T treatment, a homeopathic scan, kinesiological balance, an essential oil, or a crystal massage. We all talk to each other while the patient is there, not separately. So the patient feels we’re all together. It’s not just an adjustment. Most of our patients don’t get just an adjustment.”

Far from it. During the course of a visit a person typically experiences multiple services, and Wagner says when patients leave, they are different.

 

Onsite pharmacy supplements
patients’ health, clinic’s income

In 2004, 35 percent of Wagner’s gross income was generated by the nearly $385,000 in sales at his Time For Health pharmacy. That number remains at more than 30 percent in 2005.

Having a background in the health food industry made it easy for Wagner to incorporate similar philosophies into his practice. Learning from health and fitness guru Jack Lalanne (among others) only further cemented his desire to make supplements a part of his practice.

“That is what we call physical culture,” Wagner said of Lalanne’s teaching. “It’s the maintenance of the internal being. You always look for toxins; you always maintain your nutrition, your diet, your lifestyle, and your exercise, to maintain health.

“The day I opened my practice I was already a full-fledged physical culturalist. When I added in chiropractic, it only took me about three months to get my practice going like crazy. I offered something people didn’t get anywhere else. Every person who came in … their diets were analyzed.”

Now Wagner bills himself as an expert in nutrition and supplement programs. His practice includes a complete nutritional and homeopathic store (pharmacy), which also includes orthotics.

Wagner offers the best of many different product lines to his patients. He maintains an inventory of about $70,000 worth of various supplements, and has approximately 1,000 homeopathic remedies available onsite.

“No matter what condition comes in, I will have the antidote,” he says. “We have nearly every kind of nutrient. I don’t usually use brands sold in health-food stories because they’re not nearly the quality of what is sold by chiropractic companies.”

A major proponent of health through diet and fitness — “people with weight problems and eating disorders are going to bankrupt our country,” he says — Wagner says nearly all of his patients employ some form of ancillary care product in their treatment plan.

“We find that with almost every case we deal with has either a nutritional impact or a toxicity impact involved,” he says. “For instance, if somebody pulls a disc in his back, the average doctor just adjusts the back, whether it takes one or 20 or 50 adjustments. We don’t do that. We analyze what made it go wrong that time. Is it the toxin? Is it chronic food allergy? Is it something they’re applying to their body? Is it digestive? Are their kidneys not working? Yes, we do adjustments, but we also work on all that other stuff, and people heal more quickly because we focus on the root of the problem.”

Patients might experience a spinal rehabilitation machine, a computerized posture pump, a vertebral distraction pump, an electro-dermal screening, electro acupuncture, a synergy machine (which reduces the appearance of cellulite), a renaissance machine (which applies computerized electronic facials), a cold laser for balancing electrical frequencies of the body, or a hot crystal massage.

Crystal massages and essential oil treatments were instituted in the practice a few years ago and have basically replaced more traditional massages because of patient demand.

“Almost every spa in the United States does hot rock massage,” Wagner says, again making the comparison to a luxury health club. “In our system, we heat crystals, such as amethyst and quartz, not just dull rocks. Then we apply special essential oils to the body and massage the body with these hot crystals. The effect is profound.”

Wagner says that with nearly every patient, a complete program of treatment usually includes all of the practitioners.

Wagner emphasizes that his clinic aims to change people’s lives, much of it through behavioral change.

“When you see my patients a year after treatment, they look 10 years younger. They’re trimmer; they’re happier; they’re healthier.”

His real success secret: Knowing his patients “inside and out.” “You’ll never heal them unless you go through their whole life,” he says.

 

Wagner Chiropractic
17383 W. Sunset Blvd. Suite A230, Pacific Palisades, CA 90272
Phone: 310-230-2145 • Fax: 310-230-2152
www.edwarddwagner.comdrwagner@edwarddwagner.com
M-T-Th: 9 a.m. – 2 p.m.; 3 p.m. - 7 p.m., F: 9 a.m.– 3 p.m.
S: 8 a.m. – 3 p.m., W: Open only upon request

Team Players
• Edward D. Wagner, DC: Owner and director
• David Elliot, ND: naturopathy, homeopathy, nutrition
• Eric Foster: Touch-for-health practitioner, applied kinesiologist,
• Angela Douglas, LMT: massage therapist
• Jeanne Lupypciw: B.E.S.T practitioner
• Sandra Mulvihill: Office manager
• Susan Monroe: Receptionist, product manager
• Erica Stone: Receptionist, payment processing
• Dorothy Metz: Bookkeeper
• Kathy Metz: Bookkeeper
• Vander Gallo: New media and marketing


Gross Income by Fiscal Year
Fiscal Year Chiropractic Pharmacy TOTAL
1997 $828,953 $567,084 $1,396,037
1998 $623,622 $376,040 $999,662
1999 $836,392 $506,378 $1,342,770
2000 $865,153 $497,648 $1,362,801
2001 $976,038 $487,801 $1,463,839
2002* $851,229 $429,148 $1,280,372
2003 $882,835 $424,035 $1,306,870
2004 $733,513 $384,869 $1,118,382
2005** $734,616 $331,110 $1,065,726
*Office hours were reduced. **11-month approximations
Total Number of Patients
Source of Revenue
Year Total Patient Visits
Cash-only practice
1997 6,546
SUCCESS KEYS
Mentors
Jack LaLanne and John Thie, DC
Key Products
King Bio Homeopathics
(www.kingbio.com)
Biotics Research Corp.
(www.biotics.com)
Apex Energetics
(www.apexenergetics.com)
Financial Planner
Edward White, CPA 818-716-1120
1998 7,579
1999 15,647
2000 17,557
2001 18,136
2002 14,218
2003 15,025
2004 13,565
2005* 13,402*
*As of Aug. 2005
Patient Recruitment
Patient referrals 97%
Physician referrals 3%

Headshot Todd StumpfTodd Stumpf is a freelance writer. He can be reached at tstumpf22@yahoo.com.

 

 

   
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