Chiropractic Economics interviews Daniel Rae, DC, a multi-unit franchisee for The Joint Chiropractic, about his journey into franchise ownership and why franchising can be a beneficial path for others.
Rae offers an overview of his personal journey into franchise ownership, detailing his progression from establishing his initial practice to expanding into multiple clinics. He emphasizes the significance of a robust marketing strategy and highlights the ongoing benefits of franchise ownership. These benefits include professional satisfaction and recognition, contributing to the community, increasing patient outreach, enhancing the profession and providing meaningful leadership opportunities.
The path to chiropractic franchise ownership
I started my own practice in Phoenix in 2008 and obtained a contract to work with the Gila River Indian Community. But when the pandemic struck, it had a direct impact on the Native American tribes in the Phoenix valley and I lost a major contract overnight. I immediately needed to find additional work to supplement my income, so I began working at The Joint Chiropractic.
During that time, I took a deeper look into franchising and the concept and said to myself, “I can do this!”
Purchasing a franchise does require capital. My wife and I took some major risks, such as selling our house and emptying out our 401(k)s. With family ties to California, we moved with our six kids to Fresno, a hub that connects different regions of the state. There were only a few chiropractic clinics within three hours of us, so it made for a great starting point for our first franchise. And if we were going to open additional clinics, it was a good place to branch out with plenty of potential.
We opened our first location in October 2021. It was the first in our franchise system to reach over $1million in sales in its first year. We were named a Go Elite clinic, having reached top benchmarks for sales and new patient acquisition within 60 days of opening. We hit that status in 32 days, which was faster than any other clinic in history. When we opened our second location, we were named Go Elite in just 26 days.
I now own a total of five clinics, with one more opening in December. All my clinics were cash flow positive within the first three weeks, whereas most clinics take about 15 months.
Next-level marketing
Many people ask me what my secret is, but the truth is, I am doing exactly what my franchisor recommends from a marketing perspective. I just put it in overdrive. Most franchise systems have robust marketing structures in place, and oftentimes take care of all the digital marketing as well.
Furthermore, franchisors should teach you what to do on the local level, such as guerrilla marketing. An example would be going to a farmers’ market to promote your grand opening. But there is also the national recognition that comes with franchising. When we went to the farmers market, there wasn’t a clinic within three hours of us. Every time we set up a booth, handfuls of people were excited and said that it was about time we came to the area. All because they had a positive experience at another The Joint clinic.
One of the hardest things as a DC is getting people through the door. In a traditional clinic, having 30 to 40 new patients in a month is considered a success. I averaged more than 300 new patients per month. At my third location, we saw 800 new patients in the first month.
When you franchise, you simply execute on proven tactics. And, the extra effort you put In on your own will result in unexpected dividends. (By the way, we attended three farmers markets weekly to promote our clinics.)
Awards and rewards
In 2022, I was named a Franchisee of the Year, and I had previously been the recipient of a Marketing Excellence award. While these are incredible honors, one of the most rewarding benefits of being a franchisee is the ability to give back to the system and the people in it. This can be done by serving in leadership roles or simply supporting your fellow franchisees when they are in need. And for me, having the ability to create career opportunities for your own DCs and employees has been one of the most fulfilling parts of this journey. I also never hesitate to pick up the phone when a franchise candidate wants to talk, because when the brand grows successfully, so do my clinics.
Serving on the National Franchise Advisory Board for my franchisor has been a wonderful experience. I can help shape key decisions and test initiatives for the greater good. Plus, rubbing shoulders with some of the best franchisees in a system means you get to learn from the best.
Should you consider franchising?
No question. Operationally, it is set in place for you. You just need to follow that pattern of what has been created by the franchisor and you will be successful. And it allows you to be more of a doctor, which is why we got into this profession in the first place. If you do decide to have multiple clinics like me, your focus will shift more to the business, but as I have shared, it allows you to create opportunities for others that otherwise may have not been possible.
In the end, I have had great success in franchising because we did not have a choice to fail. We’ve got six kids; not being successful was never an option.
GLORIA N. HALL is editor-in-chief of Chiropractic Economics. If you are interested in writing opportunities, email ghall@chiroeco.com.
