Chiropractic Economics' Jan. 6 Webinar Q&A

Experts answered your questions from Chiropractic Economics’ Jan. 6 Webinar titled “Growing the Practice: From the inside out and outside in.” Please check the Web site frequently for answers to upcoming Webinars.

Q: Bill, do your chiropractic Web sites have the ability to do, as Paul suggested, video testimonials?

A: Yes, in fact we encourage it. Learn more at: www.perfectpatients.com/pm (Bill Esteb)

Q: Bill, the idea of video testimonials is great. Would this be feasible on my perfect patients Web site?

A: Yes, in fact we encourage it. Learn more at: www.perfectpatients.com/pm (Bill Esteb)

Q: What video camera do they recommend?

A: The one I use is a Canon Vixia HF 100. But, these days, just about any camera will do. The weak link in most amateur videos is depending upon the microphone built into the camera. For the best quality, look for a video camera that will allow you to plug in a lavaliere microphone like you see used on television. (Bill Esteb)

A: Canon 1100 SD. It’s a regular camera, not a video, but has a video option with built in microphone. (Paul Maguire, DC)

Q: Any suggestions for Web site appeal when opening a new practice, since you do not yet have testimonials?

A: Patients want to know about you — your story about how you chose to become a chiropractor. Reveal as much about yourself as you feel comfortable and show prospective patients what they can expect when they come to your office. Perhaps have a patient walk through the first two visits and the procedures they encounter. (Bill Esteb)

A: You get testimonials by anyone who knows you to vouch for your integrity. For example: “I have known Dr. Z for more than 10 years, and he is an amazing human being, who cares about people and has his head in the right place. You won’t go wrong with Dr. Z.” You can also drive people there by sending out links to your site. (Paul Maguire, DC)

Q: What therapies or procedures do you see as good or profitable for taking chiropractic into the future?

A: I think there is a huge opportunity in the areas of emotions and nutrition, in particular N.E. T. (www.netmindbody.com) and of course the work of Standard Process. (Bill Esteb)

A: Decompression is good, as well as good ole’ specific adjusting, and functional medicine in getting people well again.  (Paul Maguire, DC)

A: For more than 100 years, the chiropractic profession has adopted a business model based upon two components:

1. The fee for an examination

2. The fee for an adjustment. 

A recent survey reported that only 50 percent of chiropractors offer their patients exercise instruction, nutritional advice, or any other ancillary services. Providing these services could have a major impact on altering the unhealthy lifestyle decisions patients make resulting in preventable diseases. As we move ahead into the era of healthcare reform, our business model must change. It’s been said that “diversification dominates,” which means that when you do something that no one else does, you own the marketplace.  In order for you to thrive in the years ahead, you must diversify your business model. As the Baby Boomers exert their market forces on the healthcare delivery system and the chiropractic profession confronts the pressures of healthcare reform, one choice becomes obvious. That choice is to adopt a business model based upon delivering wellness services along with the traditional chiropractic services of examination and adjustment. (Mark Sanna, DC)

Q: Paul, how do you get people to see your videos? 

A: Drive them to the Web site through direct marketing, and put your marketing everywhere. You can also directly mail the link to people to watch it, and you can use SEO (search engine optimization). They can also search for them by you adding tags. (Paul Maguire, DC)