“They love it because they don’t have to shop around,” he says. “They know that we’ve already done the homework.” And having products on hand also keeps patients from turning to less-effective products.

While serving patients is Parlee’s main priority, he notes that there are other benefits as well. For example: His practice operates on a cash-only basis, and the nutritional supplements help increase cash flow.

“We do a high volume in nutrition; all types of nutrition,” he says. “Most insurance companies won’t take any type of nutrition anyway, and the patients are aware of that. But they don’t care because they’re being helped.”

How to get started

If you decide that offering nutritional supplements is right for your practice, keep the following tips in mind:

• Get patient feedback. Before bringing nutritional products into your practice, talk to your patients about their expectations and wants. “Start asking patients, ‘How would you feel about my offering nutritional supplements?’ Or, ‘Is there anything you’re looking for?’” Roth says.

• Do your homework. Ask the manufacturer for data about the science behind their supplement, do some independent reading, and talk to your colleagues about their experiences with the product as well.

“Make sure you find out how these products are processed, where they come from, how long they’ve been on the market, what their reputation is, what their quality control is like, and so forth,” Roth says.

• Try it yourself. When it comes to trying out a new product, you’re often your own best test subject. When Roth was in practice, he often tested different products to see if they would be a good fit.

“If I liked it, it worked for me, and the research behind it was very, very reassuring, then I’d be more apt to offer that particular line of products in my office,” he says.

• Quiz the manufacturers. When researching a product, make sure to test the manufacturers’ knowledge. Ask for the latest scientific data on their supplements and how these results compare with similar products. “If I know more than they do, we’re through,” Parlee says.

Make sure to ask about customer support as well — you want to work with companies that will be cooperative and helpful throughout a long-term relationship.

• Whittle down your options. Roth notes that chiropractors just starting out may feel overwhelmed by the influx of catalogs and calls from manufacturers asking them to sell their products. “After a certain period of time, you hone down the groups to the companies that you really trust and like, and you try to stick with them,” he says.

• Keep patients informed. Set out small displays or brochures about the products you offer in your reception area and adjusting rooms. When you recommend a product to a patient, give them an overview of the benefits, and make sure to provide them with any helpful literature from the manufacturer.

“I wasn’t a hard-core salesman,” Roth says. “I didn’t try to sell products to everybody. But if a situation came up where I felt there was a nutritional deficiency or somebody could benefit, I would recommend it.”

• Start with one. Parlee recommends starting slowly with a stand-alone product. That way you do not have to worry about stocking multiple products in the beginning.

• Offer your expertise. Let your patients know that you stock supplements in house for their benefit. Parlee makes sure to tell patients they might be able to find the same supplements online, but they won’t get his professional opinion anywhere else.

“I tell them, ‘I have it here so you don’t have to do all the research — I’ve done the work for you,’” he says. 

Ann H. Carlson is a freelance writer based in Los Angeles.