Kats Chiropractic Consultants CHIROpulse

190 How to Move the Chiropractic Needle

• Marisa Mateja

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Welcome to the KC CHIROpulse Podcast.  

This week’s topic: How to Move the Chiropractic Needle

The KC CHIROpulse Podcast is designed for Chiropractic professionals ready to elevate their practice to new heights, and is hosted by Kats Consultants coaches Dr Michael Perusich and Dr Troy Fox.  Both docs are seasoned experts in Chiropractic care and business development.  This podcast provides invaluable insights and actionable strategies to help you create a flourishing and sustainable Chiropractic business.

In this episode, we discuss:

  • Why listening to the right voices in the profession is important to your practice success
  • How innovative mentors can help you create sustainable prosperity  
  • Why connecting to the wrong people can hold you back 
  • …and so much more…

In each episode of KC CHIROpulse, we delve into crucial aspects of building a successful Chiropractic practice, covering topics such as establishing a strong foundation, adopting a patient-centric approach, mastering marketing techniques, achieving financial fitness, fostering effective team building and leadership, integrating technology and innovation, and navigating common challenges in the field.

Whether you're a seasoned chiropractor or just starting your practice, the KC CHIROpulse Podcast offers a wealth of knowledge and practical advice to help you navigate the intricate world of Chiropractic business. Join us on this journey as we explore proven strategies, share success stories, and connect with industry experts to empower you in your pursuit of building a thriving Chiropractic practice.

Don't miss out on the latest insights and expert guidance. Subscribe now and unlock the secrets to taking your Chiropractic practice to the next level. Your success is our priority at Kats Chiropractic Business Advisors.

DISCLAIMER:  The information presented in this broadcast is for educational purposes only and is not intended to offer legal, investment, accounting, or medical advice.  Seek the consultation of a professional for advice in those areas. And remember…your results using this information may be different than described.


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KC CHIROpulse Podcast. Helping Chiropractors keep their pulse on success. Thanks for listening.



Dr. Michael Perusich:

Chiropractors who moves your needle. Hi everybody. Welcome to the KC ChiroPulse podcast brought to you by Kats Consultants and ChiroHealth USA. I'm Dr. Michael Perusich. I'm joined with my cohost, Dr. Troy Fox. Troy, you and I, before, before we jumped into recording here, you were talking about this story, this Beverly Hills, Hollywood story that I think is so interesting and it just gives me a great idea for our topic for today. Who moves your needle? So why don't you tell the story? We'll just leave it at that.

Dr. Troy Fox:

So let's we'll set it up. This guy was a young guy. He was an aspiring actor, but he knew no one. It was like, it'd be like me at 20 years old, moving from Kansas going. I want to be an actor or a producer or a director or whatever. I don't have any experience. I don't know anyone. How do I figure out how to do things? Like maybe a young chiropractor coming out of school. But so this guy is a young actor. He goes out to Beverly Hills. He doesn't have any money either. He's broke. That sounds like a lot of our students coming out of school. So he's broke. He's trying to figure things out. He goes to the Beverly Hills hotel and here's what he figured out. Early on, he figured out that for the price of a Caesar salad, he could set it a table in the Beverly hills hotel in the restaurant there as long as he wanted. Now, why is that important? Because a lot of the power brokers, the producers, the actors, the big time people went to the Beverly hills hotel for lunch every day. So he was able to combine. The ability to order a Caesar salad with rubbing Elgo elbows with the big boys. In other words, put yourself in the room with people that move the needle for you or help you move the needle or teach you how to move the needle. These places are everywhere. And, we talked about that a little bit and the truth of the matter is I think in chiropractic, a lot of times what we see, people are trying to figure it out, but they don't know where to go. They don't know where the needle movers are at, and we talk to people all the time that are in practice and say, Hey, we've got a much more efficient, easier way to do this. And sometimes people look at us like we have three horns and we're aliens. And the ones that don't. And actually listen to what we tell them usually are successful. And I can give you a great example of that. Just personally, I take my own advice sometimes. So when I bought the practice, I was in every single patient visit that a patient made got scheduled at the front desk after they got adjusted to talk about arduous, a lot of work for my front desk. So we started doing. What we tell our clients to do, advance multiple scheduling, schedule people out for the year. Or perpetually. You know what's amazing? My front desk, not now, had time to actually answer phone calls, wasn't stressed out all the time, and actually liked their job. And had more time to work with the patients that were in the building and show them love and compassion. And so we can take advice from somebody and learn an awful lot about that. So get around the needle movers. I think that's very important.

Dr. Michael Perusich:

It is very important. And you and I both, as we came up through chiropractic, we surrounded ourselves with mentors. We surrounded ourselves with people who were moving the needle to use your term in the profession. And we emulated what they were doing. And we had some great some great mentors like. Dr. David Kats who gave us the foundations and you've got to find people like that. You've got to find people that you match energy with, you match philosophy with, and I don't mean chiropractic philosophy. Business philosophy and try to put yourself in their shoes and emulate what they're doing. I, I hear Unfortunately, I hear far too often. Doctors talk about, Oh, I don't need coaching. I already know how to do this. Wow. If you ever hear yourself say that, go look at yourself in the mirror and say, you idiot. You cannot think like that. None of us know it all How much time do you and I spend learning still learning as much as we know? And as much as we coach and work with practices, we're still students. Of the business side of owning a chiropractic clinic. We're still constantly testing new things and new ideas. You don't ever know it all. And the minute you say that to yourself, you have completely shut down your prosperity.

Dr. Troy Fox:

And I don't want to insult anyone's intelligence, but here's a great example of that. So my son, who was a college tennis player, when he was in seventh grade, I talked to him about getting some lessons with Pro that he said, I already know how to play tennis and I'm already good at it. And now he looks back as a coach that works and gives lessons to kids and gets paid to give lessons to kids as a college student and somebody who has also played college tennis, he looks back at that moment and goes, Wow. How little did I know? And if I'd only realized how much more successful I could have been with coaching, I would have gone a lot farther. And I'm like, that's exactly what we see. What could have been in chiropractic as well.

Dr. Michael Perusich:

Yeah, you know what I,

Dr. Troy Fox:

you don't want to, here's the thing we hear people that say, Oh, I don't want to pay for coaching, blah, blah, blah. And it's what if your return on investment was fantastic, which in a lot of cases it is in most cases of this, if you listen to what we tell you to do, your return on investment is crazy. Killer. And so when you get a good return on investment, is it's like me going into the stock market and my advisor goes, Hey, we need to get involved in this, I had one of these deals a while back, it was an advanced strategy for investing. And my market guy that was doing this, he said, listen, here's the risk, here's what we can make. And do you, are you interested in this? Heck yeah. Then what I saw was a huge return on the investment. It was a little more A little more focused approach to investing and my guy was looking at it every day. So it was something where he had his pulse on the finger of what was going on, which makes a huge difference. But what was the real outcome? Was it that he gave me the extra time? Don't care about that. So you care of practice that are giving patients 2025 minutes. That isn't what makes your practice, but the return on investment. In other words, so if I'm going to go get coaching, I don't care how long you talk to me. I care what you can do for me.

Dr. Michael Perusich:

Yeah, exactly. So our producers in my ear telling us we, we got to take a break. So we're going to take a quick break, quick word from our sponsor, but when we come back, I want to talk about this could have been syndrome. And. ROI and what true business consulting can actually do for you. So we'll be right back.

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Dr. Michael Perusich:

All right, everybody Welcome back to the KC ChiroPulse podcast. We are back. We are talking about Listening to the right voices Putting yourself around the people that help you Move the needle. And you can only do that by putting yourself around people who know how to move the needle. So Troy, you mentioned something about your son getting coaching for tennis. And my daughter had a very similar experience.

Dr. Troy Fox:

Yeah.

Dr. Michael Perusich:

I wanted to get her some coach. She was a goalkeeper in soccer. I wanted to get her some coaching. And this is when she was pretty young and you shouldn't feel like she needed it. And then. We came back around of, Oh, maybe we should try that coaching. And her game changed to the point where she was highly sought after by colleges. And the point of that is, you never know what could have been until you put yourself out there to try. And it never hurts to go have a Caesar salad and sit there and listen to what's happening around you. Maybe we should eat more salad and think we know it all less, kind of thing, but now,

Dr. Troy Fox:

Hey, what if tiger woods had said, or Michael Jordan, either one, two of the big greats in two different sports. I can't think of anybody that's any bigger than Michael Jordan. You can argue LeBron. I'm going to tell you're wrong. Michael Jordan, I sound like a sportscaster now or tiger woods. What if they just said, you know what? I'm already really good at golf. I'm really good at basketball. I don't need coaching. Yeah. I can't even imagine either one of those guys say, because they are so intricately involved with their coaches and you listen to them and their coaches talking about their game plan and how they go after things. That is what blows my mind is somebody that's that good wants to get that much better.

Dr. Michael Perusich:

So Michael Jordan is an interesting study when it comes to this, because I think it was. And don't throw arrows at me if I get the story, not completely correct out there, but it was something like ninth grade. He tried out for the basketball team and he got cut. And what if Michael Jordan had said to himself, you know what? I'm already good. They just don't know what they're doing. I'm just I'm going to give up basketball. Can you imagine there never having been a Michael Jordan? So what could have been is he could have quit or he could have just kept trying to get on the team, but not really working on his game. Instead he refocused, he worked on his game. He realized, okay, maybe they see something about me. That's not great. How do I get great? Even when he was a professional ballplayer, he had something like nine or 10 coaches. This is the guy that's at the top of the game and still is at the top of the books today after retirement. And he's got all these coaches. So docs out there, why don't you have a coach? The return on investment when you get with the right coach. And I don't mean a system. A business coach who can actually look at your practice and help you analyze it and help you formulate your vision. I'm going to come back to vision here in a second, but help you formulate your vision and then put the processes and procedures and the statistical can't say that the stats analysis behind it to really track it that the opportunity for prosperity goes from could have been to given.

Dr. Troy Fox:

And I want to highlight something you just said there, it's not a system and because I'll tell you what, if you guys are anything like me, there isn't a day goes by that I'm not getting emails from somebody that's going to tell me how I can get a whole bunch of new patients or how I can, turn my practice into a million dollar a year practice overnight and

Dr. Michael Perusich:

coaching.

Dr. Troy Fox:

I'm getting that whole, Hey, we're going to teach you how to make a million dollars doing decompression thing. That's a system. It's a gimmicky system in most cases which requires you to give away services to pull people into the door. And then you may generate more revenue, maybe, but. With a higher bottom line. So your return on investment's less than you think it is. They're just telling you the big number on this end. They're not telling you that it costs you eight times what it did to operate before you did that. And I'm just throwing a number out there, but I see that all the time where your costs to operate go way up because of advertising costs in a lot of cases, because you're basically doing, yeah. And so we're not operating under a system. That's not what we're trying to do. We're coaching you on an individual basis. And that's where we're seeing great return because we're digging into your practice.

Dr. Michael Perusich:

And I'm going to piggyback on that. You and I, early on both of us did this. We had a systems coach who we tried to follow their system. We tried to follow their vision and it worked for a while. Yeah. But then what happened? We hit, you hit that brick wall because all of a sudden you get to a point in practice where one day you go, this isn't my vision. I'm looking around and this isn't the practice I wanted. This is not what I want to be doing. And now you're stuck having to change your model around and finally, hopefully getting it back to your vision. Or what I see happen too often is they just jump to another system.

Dr. Troy Fox:

Yeah. That usually jumped to another system when you did not recognize that wasn't your vision,

Dr. Michael Perusich:

right?

Dr. Troy Fox:

You just went, Oh, and I even did some of that early on until I started realizing, I went back through my goals and my vision and I'm looking at, I'm going, Oh, This doesn't match up with my values and when you

Dr. Michael Perusich:

are,

Dr. Troy Fox:

I want to be,

Dr. Michael Perusich:

and when you and I started coaching each other and working out our own visions based on what we were talking about with each other, our practices exploded again. And so it's when you think about coaching, okay, I want everybody out there. I want you to listen to this coaching. I'm going to, I'm going to switch it from coaching and call it consulting. True business consultants help you build your business systems. Coaching helps you take their system and force it into your practice. And there's two different things. And I think a lot of people shy away because they've tried some of those things. Maybe it didn't work very well or it cost a lot of money and you didn't see the return on investment or they didn't help you see the return on investment, even if you had one and baked into true business consulting is the analytics of what is your ROI. We're going to watch your practice grow together. And if that's suffering in some areas, we don't just throw more new patients at it. That's not a solution. That's. I'm going to tell you right now, that's almost never the right solution. I'm sure I'm going to get some hate mail over that one, but

Dr. Troy Fox:

it's also a ridiculously expensive.

Dr. Michael Perusich:

Yeah.

Dr. Troy Fox:

Yeah.

Dr. Michael Perusich:

So there, there are other metrics by which you measure a practice to see if it's growing, but at bottom line, and we've been studying this in mastermind practically half this year in our mastermind program, it's gotta be your vision. If it's not your vision, you'll lay awake at night going, what am I doing? This just doesn't feel right. And you'll never reach the level of prosperity that could have been right. There's that could have been again. So we need to take another quick break here. Here. Another word from our sponsor. We're talking about putting yourself in a position to be able to move the needle by putting yourself around people who moved the needle and bringing coaches and mentors into your life that really help you build your practice the way you envision it. So we're gonna take a quick break. We'll be right back.

Kats Consultants:

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Dr. Michael Perusich:

Alright everybody, we are back. Welcome back to the KC ChiroPulse podcast. So we are talking about moving the needle. And Troy, you started. So I wanna Yeah, go ahead. Yeah,

Dr. Troy Fox:

I wanna jump in on something here real quick. So when we talk about systems versus consulting, I don't want you to feel like if you do that, you have to pick one or the other. Typically, what happens in a consulting situation, if I see a weakness in your practice. Let's say it's your report of findings. All right. So I see a weakness in your practice. I'm either a going to work with you some, or B, I'm going to work with you some and send you to our library because we have classes that actually show you a framework of how to put together a better report of findings to your practice. It's not a system. It's not step one, step two, memorize this dialogue, right? What it is it's not a bunch of scripts. Yeah, here's a framework for you to use now, make it now, make it yours through your practice. So I don't want you to feel like consulting is just us looking at your numbers and going you need to up this number over here. No, what it is us actually looking at your numbers to determine maybe where you're, maybe where you're losing patients out of your practice. Is that bucket emptying out after the third visit? Is it emptying out after the first visit? Is it emptying out at the end of a treatment schedule before maintenance care? Where are you losing patients at? What's the lifetime

Dr. Michael Perusich:

value of your patients?

Dr. Troy Fox:

Exactly. So we want to find that out. And then we may give you framework to help improve your practice. But, We may also spend a whole bunch of time before we get to that point, trying to figure out what we need to actually work on rather than just blanket throw. And here's our system, because that's what happens in a systems basis. You sign up, it's, 2499 or whatever it is. And 2, 499 to start. And then all the add ons. When I did, I won't name the group that I worked with back in the late nineties. It cost me almost 50 grand in one year. It was, and I was I was a high volume practice to begin with. I immediately got invited into their upper echelon, which I thought was weird because I'm like if I'm that upper echelon, why am I paying you? But again, so then I took their system and put it in place and you know what? It didn't really do much more. I was already high functioning at that point. I already knew where I wanted to be, what I wanted to do. I was looking for somebody to tell me, but what I really needed was to somebody to sit down and go through my metrics and show me where am I losing patients? Why am I constantly needing to put more new patients into my practice? And that's. That's where consulting differs is in that we're not going to give you a system and throw it in there right off the get go, what we're going to do. That's a Midwest phrase, by the way, right off the get go. If you're not from the Midwest, Hey, just bear with me. But what we are going to do is analyze what you got going on and then figure out strategies. And I think

Dr. Michael Perusich:

that's an important delineation. And there's another important key factor in there. You have to bring your staff along too. How many times do we hear, Oh, I tried such and such system. I tried such and such coaching. And I just, I never could get my staff to buy into it.

Dr. Troy Fox:

Yeah,

Dr. Michael Perusich:

No we, this is a team event. When you have good business coaching, good business consulting, it becomes a team event. And I see in a lot of cases, I see the staff getting even more excited about it than the doctor. And now all of a sudden, they're hyper engaged. And guess what? Doctors, they're making your life easier. They're running the practice. They're taking the workload off of you. They're driving revenue. And they just became your success partners. And they'll drive you. How much is that worth? If you're driving an extra, I'll start small. If you're driving an extra 5, 000 a month to your bottom line, is that worth it? Yeah. How about 10, 000? How about 20, 000? How about an extra 150 to 300, 000 a year? Is that worth it? Yeah. All day long. So yeah, it goes back to, it goes back to could have been how good could you have been, if. You had the right business coaching, business consulting. So it's time to eat more salads. I love that story.

Dr. Troy Fox:

Time to go to the Beverly Hills and set in a booth and look important until you are important, right? You want to get plugged in with the right people. The good news about that is, is you can get plugged in with us. You don't have to go to the Beverly Hills. Although I do like Caesar salad. So if you'd like to bring me one, that'd be great. But. How do you how do people get ahold of us that they want to reach us? Dr. Paroosh

Dr. Michael Perusich:

super simple. That's consultants. com cats with a K T S consultants. com. Just go check out our website. See what we're doing for clients. Read some of our reviews, keep listening to the podcasts. We put out all kinds of things. Our blog is you can see it on our website. It's also on our YouTube page, dip your toe in, see what we're doing, see how we're driving practices to real prosperity and making doctors lives easier. And doctors are enjoying practice again. That's a big thing right now is you got to enjoy practice. So just go check us out. You can jump on there. You can jump on my calendar. We can do what we call a breakthrough call and let's just talk about your practice. We do that all the time. So more than happy to talk to docs out there. Just give us a shout and stay plugged in Troy. Anything else to add?

Dr. Troy Fox:

Nah, I think that's great. Let's find out what you got going on. Like you said, breakthrough calls and it's, that's a, that's not a solicitation call by the way, folks, that's us trying to find out what you're cause here's the thing we don't accept everybody that comes to us because some people are not a fit. And it's not, and we know that up front, we're like, yeah that probably isn't going to be a fit for us, what you're looking for. And we'll tell you up front, Hey here's where we see it. And yeah, this just, and we'll give you advice. We'll try to tell you where you need to go to talk to somebody who you need to talk to, but it's not always a fit. So we want to evaluate you and find out what your needs are in advance because I don't want to sell anybody something that. Isn't going to be helpful for them and not going to give them a return on investment because that's where it's at. If I don't create a return on investment for you in a year's timeframe,

Dr. Michael Perusich:

why are you using me? Exactly.

Dr. Troy Fox:

Yeah,

Dr. Michael Perusich:

exactly. Exactly. We, it has to be a win and that's a litmus test for everything we do. Always has to be a win. All right, everybody. Thanks for tuning in today to the KC Chiro Pulse podcast. We can't thank you enough for listening. Our subscribership and listenership has grown like crazy. So be sure to subscribe. subscribe and share. We really appreciate that. And go check us out at cats consultants. com. We appreciate one of our sponsors, Chiro health USA. Appreciate you guys out there as well. All right, everybody make it a great day. We'll see you next time.

Dr. Troy Fox:

See ya.