The Path To Mastery in Chiropractic Practice

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The Path To Masteryin Chiropractic Practice
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See How The 3 Little Pigs
Build 3 Chiropractic Practices
Which Little Pig Are You?
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Once upon a time, 3 little pigs went to
chiropractic college where they learned about the
health and well-being of patients, especially
about the spinal column, since thats what
chiropractic pigs specialized in.
CHIROPRACTIC COLLEGE
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SMALL IDEA BIG IDEA NO WHOLE
IDEA
The 3 little pigs learned the BIG idea about
chiropractic science, art, and Philosophy, and
they learned the SMALL idea about chiropractic
adjusting techniques. But they were never taught
the WHOLE idea about operating a chiropractic
business.
1. GONSTEAD 1. B.J. PALMER 1.
BUSINESS SKILLS 2. ACTIVATOR
2. D.D. PALMER 2. MANAGEMENT

SKILLS 3. PETTIBONE 3. RESEARCH 3.
MARKETING
SKILLS
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Soon after graduation, the 3 little pigs left
their college to begin careers as professional
chiropractors for the first time.
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IN OUT CHIROPRACTIC CLINIC
FREE SPINAL EXAMS
COME IN TAKE A NUMBER BE SEATED
supermarket hours
The first little pig wanted to build a practice
very quickly and as easily as possible. He wanted
to get rich quick in order to pay off his student
loans. The other little pigs warned him that a
quick solution wouldnt last very long. But the
first little chiropractic pig laughed at the
other two pigs and ignored their good advice.
Im going to give Free X-rays and Exams!, said
the first pig, and get a lot of new patients
really quick.
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The second little pig was astounded andasked,
If chiropracticIs so great, why doyou have to
give itAway in order to attract new
patients?So the second little pig decided not
to doAny advertisingbecause he thoughtIt was
tacky andexpensive.
THE BORING RUT CHIROPRACTIC CLINIC
COMING SOON THE WHOLE IDEA
NO APPOINTMENT NEEDED
I Hate Advertising
Come by Anytime!
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Finally the third little pig told his two
chiropractic friends, Im going to take my time
and build my practice on a solid foundation of
sound management and smart marketing the Whole
Idea of operating a chiropractic office. Without
the Whole Idea, your practice wont last long or
be very stable
COMPREHENSIVE CHIROPRACTIC CLINIC
Informed Patients
GOOD IMAGE DOCTOR ADS
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The first little pig laughed and said, As long
as I have the Big Idea, all else will follow. All
I need to be successful is a charming personality
and a lot of Free spinal Exam ads! That will
bring in the patients real quick and easy. Im
going to overwork and underpay my staff, but I
will give free chicken dinners to attract new
patients. The first little pig then built a
quick practice in a few months with patients
looking more for a good bargain than a good
doctor.
HA!
HA!
HA!
HA!
HA!
HA!
FREE Spinal Exams
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The second little pig disagreed with both of the
other pigs. He was certain to build a practice on
his good adjusting techniques. He didnt give
away his services or use FREE Spinal Exam ads,
but he didnt do any marketing, so his practice
stayed small. He had a small staff, and he never
educated his patients. The second pig was in a
comfortable rut that took him a few years to make.
If Im Such a Good Adjuster Why Is My Practice So
Small
Good Adjuster Award
The Boring Rut Chiropractic Clinic
IM SO BORED
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The third little chiropractic pig took the
longest to build a practice.He was certain by
the time he laid his office foundation of sound
management and smart marketing that he would
build a solid practice based on the Whole idea.
ANNUAL MARKETING PLAN
SCOLIOSIS PROGRAM
SUCCESSFUL DOCTORS DO THOSE PROGRAMS THAT
UNSUCCESSFUL DOCTORS DON'T!
PATIENT INVENTORY LOG
SPINAL REHAB
QUARTERLY PRACTICE REPORTS
HOW TO BUILD A SUCCESSFUL PRACTICE

• WHOLE IDEA
• staff training
• smart marketing
• staff management
• patient focused
• care

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So while the other two little pigs laughed and
played golf, the third little pig built a
practice that would be strong enough to withstand
the evil wolf who would eventually come to visit.
This wolf was the embodiment of all the struggles
a chiropractor faces recessionary economy, bad
image, tacky competition, skeptical public,
insurance, bad management skills, and dumb
marketing.
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BUILDING A TEAM

• So the third little pig began to hire and train
  new staff to build a good working team in his
  office.

CERTIFIED CA
CERTIFIED C.A.
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• He began to implement patient
• education programs that taught
• his patients to understand, and

PATIENT EDUCATION PROGRAMS
BROCHURE PROGRAM
HEALTH CLASS
BACK SCHOOL
EDUCATIONAL VIDEOS
AUDIO CASSETTE TAPES
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He began to develop
a comprehensive spinal rehabilitation program
that would help his patients to stabilize
their spines not just once, but and for all
time.
SPINAL REHABILITATION PROGRAM
welcome to the back school learn about spinal
exercises
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• And most of all, the third little pig began a
  smart marketing program that would build his
  professional image in his community. Indeed, this
  little pig wanted his prospective patients to
  perceive him as the good doctor in town, and not
  necessarily as the good bargain.

SMART MARKETING PROGRAM
NEWSPAPER COLUMNS
DIRECT MAILERS
T.V. PROGRAMS
GOOD IMAGE
NO FREE SPINAL EXAMS
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But this took time to create and to build, so
while this little pig worked at building his
practice, the two other little pigs played golf,
laughed, and sangWwwwhoos afraid of not
knowing the Whole Idea,the Whole Ideathe Whole
IdeaWwwhoos afraid of the Whole Idea, we dont
have a clue!
who's afraid of the whole idea
the whole idea...the whole idea...
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IN OUT CHIROPRACTIC OFFICE HOME OF THE FREE
SPINAL EXAMS
IM EXHAUSTED!
IM UNDERPAID OVERWORKED!

• After a few years in practice, the first little
  pig, who had built his practice on Free Spinal
  Exams that attracted bargain hunters, began to
  tire of working. This little pig would pop and
  pray that his patients got better, but his
  practice was burning him out with high turnover
  in patients and with his own staff, who felt
  quite overworked and underpaid.

• Finally, after this tired little pig began to
  lose weight along with his charming personality,
  he went back to the third pig and asked, What
  is the Whole Idea of operating a chiropractic
  office?

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The second little pig slowly built his practice
on word-of-mouth only that attracted a lot fewer
patients than the first little pig. He slowly
attained patients who believed in chiropractic,
but who still did not understand it because
this little pig had no patient education programs.
THE BORING RUT CHIROPRACTIC CLINIC
GOOD ADJUSTER AWARD
IM BORED BROKE
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His practice was small and unexciting, so out of
sheer boredom he decided to get out of his
uncomfortable rut by calling on the third little
pig and also asking, Just what is the Whole
Idea of operating a chiropractic office.
COMPREHENSIVE CHIROPRACTIC CLINIC
WHATS THE WHOLE IDEA?
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WHOLE IDEA IS A WORK PHILOSOPHY

• The third little pig, who built his practice on
  the Whole Idea, explained to his two chiropractic
  friends, The Big Idea and the Small Idea are
  taught in our colleges, but the Whole Idea is a
  work philosophy that focuses on sound management
  and marketing. Once you have the Whole Idea
  operating a chiropractic office, you can build
  any type of practice you want.

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WHOLE IDEA
SOUND MANAGEMENT
SOUND MANAGEMENT
SMART MARKETING
SMART MARKETING
A Chiropractic Paradigm

• But you must first lay a solid foundation in
  your office by building programs in patient
  education and office management. And by building
  a good image in your town with smart marketing,
  people will learn that you are a good doctor in
  town, but not necessarily the cheapest one.

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• The first two little pigs looked confused
  about the Whole Idea. It seemed like more work
  than they were used to doing in their
  practices. I wish there were quick answers
  to building a good practice, said the third
  little pig, but there are no short cuts.
  Just some of our unrealistic patients want
  quick solutions to their serious
  health problems, some chiropractic
• pigs want easy and quick solutions to building a
  practice.
• I wish it were that simple, but it isnt.
• Let me tell you there is a price to pay for
• chiropractic success, and if you are willing
  to
• pay the price, literally and figuratively,
  then you
• Might be ready to implement the Whole Idea
  into your office. And if you are ready, the
  Whole Idea will help you create the type of
  practice you have always wanted.

I WISH THERE WERE QUICK ANSWERS BUT THERE IS
A PRICE TO PAY.
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ARE YOU READY TO PAY THE PRICE OF SUCCESS?
But anything of value has a price. Are you
willing to pay the price it will take to
rebuild your practices? asked the third little
pig. Yes! said the first little pig. Yes!
said the second little pig
YES!
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Home Study Course3 LESSONS ON THE WHOLE IDEA
Lesson 1 PATIENT EDUCATION
lesson 2 SOUND MANAGEMENT
Lesson 3 SMART MARKETING

• Great! said the third little pig. it starts
  by reading the book, The
• Path to Mastery in Chiropractic, that teaches
  you how to implement the
• whole Idea into your practice.
• The course is a challenging series of 3 lessons
  that discusses Patient
• Education Programs, Staff and Patient Management,
  and Smart Marketing.
• Once youve finished this course, you will know
  the Whole Idea of operating
• a chiropractic office.

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So Which Little Pig Are You?

• What type of little pig are you? If you say
  YES too and want to know more about the Whole
  Idea, just phone
• [phone]
• and ask for more information about our textbook
  and seminar. It may just be the best idea youve
  had since you graduated from chiropractic
  college. And theres no risk- for only 35.00 you
  can read for yourself about the Whole idea. Phone
  when youre ready to learn new ways to rebuild
  your practice.

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Call JCS at 1-800-336-2012

• Logon to
• www.smithspinalcare.com
• www.GalacticOnlineAlliance.org