Reverse the aging process by putting anti-aging methods to work in your practice

By Alexis Parian, DC

The march of time isn’t quite so penalizing anymore — thanks to an ever-increasing assortment of age-defying remedies. Anti-aging products and services are in high demand and they’re no longer the private property of the rich and famous.

So don’t be surprised if your patients are shopping for everything from supplements to surgeries, somewhat covertly. Whether this places you in the midst of a dilemma or opportunity depends upon where you’re positioned in the mix.

According to the American Society of Aesthetic Plastic Surgery, nearly 10 million surgical and nonsurgical cosmetic procedures were performed in the United States in 2009. The majority of these procedures were purchased by people 30 to 64 years of age and 90 percent were women.

This is a population personally motivated and financially equipped to deter the passage of time and its effects — and they’re looking for professionals to help them realize their goals.

Saving the best for last 

Mature adults want to postpone or mitigate the side effects of getting older, while younger people are dialing into the benefits of prevention. The age-effacing battle cry, “50 is the new 30,” serves as fair warning that those previously considered “over the hill” are out to climb it instead.

And many in this expanding demographic could remain in the workforce well into their 70s, eager to preserve their health, faculties, and function — making a youthful appearance, sharp mind, or vigorous body more necessary than vain. The trend is evident, but who are your patients consulting for guidance?

Their number one choice

Unless you have positioned yourself as your patients’ primary resource for anti-aging services, you’re among the many commercial entities or health professionals they may be consulting — without a clear plan or direction.

As your patients’ primary resource, you can guide them in coordinating the components of a personal anti-aging program; one that combines chiropractic care and wellness services with referrals to appropriate resources and professionals.

Since every patient has different needs, it’s wise to develop a broad set of professional relationships and product resources you can feel comfortable recommending. This win-win strategy helps patients obtain the appropriate services to their healthcare needs and anti-aging objectives, while promoting valuable professional relationships and cross-referrals that benefit the practice.

So instead of trying to offer unusual services that may exceed your scope-of-practice boundaries, find qualified area professionals who are experts in those fields. You can benefit more from partnering with many different professionals than trying to be all things to all patients.

A perfect match

As wellness specialists, DCs are uniquely qualified to address anti-aging as an intrinsic part of the holistic “total patient” care for which you are known. You also see your patients more often than most other healthcare professionals, allowing frequent opportunities for coaching and support, monitoring of progress, and timely referrals.

And anti-aging is a natural fit for redefining or rebranding your practice, since you have always helped your patients maximize health and personal potential. Chiropractic care, stress-reduction, weight management, exercise and fitness, and nutritional counseling are all key components, especially when additionally “branded” as anti-aging methods.

Skin deep

An inherent challenge is that many people view anti-aging as a variety of external quick fixes rather than an inside-out process and lifetime investment; thus creating ample educational opportunities for your office.

Ideally, chiropractic patients should sense a disconnect in seeking superficial anti-aging therapies before addressing their basic health needs. But the reality is that your current or future patients are either using or considering a long list of cosmetic procedures. And you can be sure that many of them don’t realize the importance of addressing their overall health beforehand. This can lead to missed opportunities for better health, premature decisions about the need for cosmetic procedures, and less-than-optimal results. 

Counter intelligence

As practitioners of drug-free natural healthcare, some of you may wince at your patients’ pursuits of cosmetic cures. But you’ll need to meet patients where they are on their journey.

If your goal is to be their primary anti-aging resource, you should be conversant about the popular products and procedures your patients may view as first-line defenses against aging. It’s also helpful to meet the professionals in your area offering them.

Look for presentations, demonstrations, and classes offered by area hospitals, dermatologists, cosmetic surgeons, and med spas. You’ll build your network while potentially uncovering opportunities to co-host similar public presentations.

Chiropractic first

One DC who has succeeded at becoming her patients’ first choice for anti-aging care is Encinitas, Calif., chiropractor and consultant Michelle Binkowski, DC. She lectures internationally and her patients include prominent world leaders looking for longevity and improved quality of life.

She credits this success to her belief in “chiropractic first” as the most important factor in staying younger longer. “Chiropractic is anti-aging,” says Binkowski. “Everything we do through chiropractic is slowing down the aging process — through improved biomechanics, neurology, and nutrition. What we need to do now is promote chiropractors as the doctors of choice for anti-aging services.”

An inside-out process

Stress, unfavorable lifestyle choices, poor quality food, and inadequate nutrition are the primary causes for what Binkowski describes as physical breakdown and early aging.

“Poor nutrition is, in my opinion, the major contributor to accelerated aging. If you are interested in promoting an anti-aging practice, you must be prepared to counsel patients on basic nutrition,” says Binkowski.

“Get some training if necessary, but realize that if you can’t offer good nutritional advice, it may be best to choose another practice emphasis instead of anti-aging.” 

Her integrative approach to anti-aging includes a detailed patient history, chiropractic care to address biomechanics and neurology, lifestyle counseling, stress management, exercise instruction, and nutritional guidance.

She then refers patients to other professionals as indicated for various medical consultations, lab studies, special