Kats Chiropractic Consultants CHIROpulse

206 The Untapped Market

• Marisa Mateja

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Welcome to the KC CHIROpulse Podcast.  

This week’s topic:   The Untapped Chiropractic Market

The KC CHIROpulse Podcast is designed for Chiropractic professionals ready to elevate their practice to new heights, and is hosted by Kats Consultants CEO Dr Michael Perusich.  Michael is considered one of the highest regarded experts in Chiropractic 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:

  • What is the untapped market
  • How most of the profession is competing in the smallest market 
  • How dentists created such busy practices
  • Why preventative care can eliminate the need for aggressive new patient acquisition strategies
  • Simple strategies to implement tap into this market
  • …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 personalized 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, and represents the opinions of the speakers.  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, have you heard about the new market opportunity? Hi, everybody. Welcome to the KC ChiroPulse podcast brought to you by Kats Consultants and ChiroHealth USA. I'm Dr. Michael Perusich, your host, and I'm in the studio by myself today. And I really just wanted to jump in here and talk about something. I want to talk about this new market, unlimited, untapped market. Okay, it's not really new, but I see us so often trying to tap into the smallest possible chiropractic market we can, and we're all competing in the same arena. What is it? That arena is the pain market. We're constantly going after people who have pain. We're introducing chiropractic to new patients who Only have pain. If you have back pain, come and see us. If you have shoulder pain, come and see us. If you're having headaches, come and see us. If you're having knee pain, hip pain, come and see us. If you're having sciatica, come and see us. If you have a disc issue causing pain down the leg, come and see us. And it's this constant barrage of new patient acquisition messages going after the pain market. Here's the crazy thing. The CDC says at any given time that only about 39 percent of the population has spine related pain again at any given time. All right, 39%. Now you guys know me. I'm a numbers guy. Let's flip that around. What's the other part doing? Where's the rest of the 100%? That's 61%. That's that market. That's not having pain. How many times have you talked to somebody in your practice about bringing maybe a spouse in or a child in? You've got mom there and Mom's talking about little Billy who is playing soccer. You should bring Billy in. Why would I bring him in? He doesn't have pain. Think about that. Why don't we go into marketing towards the untapped market? People can enter chiropractic care through the wellness window, right? Of course they can. The dentist figured this out for a long time ago, back in the 50s. They realized that going after the pain market really didn't create profitable practices. They also realized Why are we waiting until patients are having a problem? Why don't we create preventative care? That's the untapped market. All right. We got to take a quick break, but I want to dive into this a little bit deeper. And this might not be as long of a podcast as sometimes we do. Because it's a fairly short subject. And of course I'm in the studio by myself today. It doesn't mean I can't talk, but let's take a quick little break to hear a word for our sponsors. And we'll be right back.

ChiroHealth USA:

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Dr. Michael Perusich:

Hi everybody. Welcome back to the KC ChiroPulse podcast. We're talking about the untapped market of chiropractic preventative care, wellness care, maintenance care, whatever you want to call it. Let's just go with preventative podcast. I said before the break that the dentist figured out that preventative care was the bigger market. Back in the fifties may have even started in the forties, but most of the research that I've seen and the stuff I read about says it started in the fifties. And so what did Dennis started start doing? They started showing people how to brush their teeth. I don't know if you're old enough to remember. I remember back in, I think it was kindergarten. A dentist coming to school and he had the great big giant cool toothbrush and the giant tooth. And he showed us how to brush our teeth. And then he gave us these little pink pills that you chewed up and stained our teeth. And we'd go into the bathroom and everybody look at their teeth. They're all standing. We got to brush our teeth and see the stains go away right then and right there. And so they're reinforcing this whole idea that you have to brush your teeth every day, but what are your patients doing for spinal hygiene? On a daily basis. Are they just waiting until pain comes about? Why aren't we talking to more people about starting in chiropractic care from the preventative side? It's a much bigger market. It's got to be a much easier market. Wouldn't a patient that has no pain starting out in care be an easier patient to manage? Sure, it would. Is it going to be as deep of a treatment plan up front? No, probably not. But guess what? When they do have back pain, and I can't remember what the numbers are. It's some staggering number, like 60 or 70 percent of people will have back pain or spine related pain at some point in their life. Wouldn't it be great if they're already a patient of yours? See, this is what the dentists do. They've got you in preventative care. And then if you do have a problem, where are you going to go? You're going to go to that dentist. And if it's a problem like that needs to be referred out, maybe it's an endodontal problem or a periodontal problem, they're going to refer you. But then you're going to come right back for your preventative care. We need to be creating that same referral network, that same entry into our practices through that preventative window. And do we do great things for preventative care through chiropractic? I personally, I think it's phenomenal. I think it's the jewel of what we do. We're great at getting patients out of pain, but we're great at keeping people functional. We're great at people keeping, we're great at keeping people in their activities at work, golf, bowling, swimming, soccer, whatever it might be. Taking care of the kids, barbecuing out in the backyard, whatever it might be. We're really great at keeping people functional. And then you splinter off into all the other things that we do, like exercise recommendations that are appropriate core exercises, nutrition, overall good health and longevity, those kinds of things. We do amazing things for people on the preventative side. And again, I agree. We're great at the pain side. And if you want to have a pain based clinic, I'm not saying that's a bad thing at all. Pain based clinic is fine. If you're looking to grow your practice and you want to get away from pain, guess what? There's a bigger market up out there and it's virtually untapped and it's the preventative market. We're going to take a quick break. Another word from our sponsors, but I want to come back and I want to talk about some of the major benefits to your practice and your practice growth. When we come back, we'll be right back.

Kats Consultants:

Kat's Chiropractic Consultants your partner in chiropractic success. We are dedicated with one on one guidance to bring you all your practice management needs. Let's supercharge your practice. Give us a call today.

Dr. Michael Perusich:

Okay. Welcome back to the KC You can tell I'm pretty jazzed up about this topic because I think this is so important. If we can bring more patients into our practice from the preventative side, We can really grow our practices pretty quickly because people love chiropractic, they love it. But people get a little tired of the repetitiveness of acute care sometimes. And sometimes that makes them want to drop out of care. Or we wait to talk to them about preventative care until after the pain component. And they want to take a little break for a little while, which is all fine and all good. But what if we could bring more patients in through the preventative door? What if not just single patients? What if we're bringing whole families in for preventative care? Mom, Dad, the kids because the preventative care conversation is so simple. And because they don't have to come in as frequently, and I'm going to talk about frequency here in a minute, because they don't have to come in as frequently as they do under acute care, they don't get worn out with it. And if we do it right, we set the patients up to really appreciate the chiropractic adjustment. Now, what do I mean by that? The old model of chiropractic was to have patients on a cadence of about every four to six weeks for maintenance care, right? That was pretty standard and that's fine. How often do we get adjusted? Every week, twice a week, at least twice a month, probably. How often does your staff get treated? All of my staff got treated at least every week. At least, at a bare minimum. So why aren't we offering that to our patients? We should be talking to our patients. I always told my patients how often I got adjusted. I get adjusted once or twice a week sometimes. My staff would talk to patients about how often they got adjusted. Some of my staff would get adjusted two or three times a week on some occasions. And patients would always ask why? Because I feel better, I'm more functional, I can do my activities, I'm healthier. All those things that go with preventative chiropractic care. I don't get sick as often. You guys know the story. I'm preaching to the chiropractors. Sorry, I had to go there. But when we're talking about it in our practices more, patients start listening. And when we build trusted relationships with our patients, they want to do what we tell them to do. They want to do what we're doing. They find value in it. And so when we get away from the old chiropractic model, or we talk about the old chiropractic model of every 4 to 6 weeks or longer worship here in patients don't remember how great they felt after about six weeks or so, right? I'm sure you guys have noticed this. A patient that hasn't been in for a couple of months, for example, what do they come in saying? I feel great. I don't, I'm not sure I even need to be here. No, most of them come in and go, Wow, doc, I'm overdue. I really need today's treatment. I should have come in sooner. You need to listen to that. Why are we making long term recommendations when we get adjusted more often? Why can't our patients have that same? level of care. Some of you are probably thinking we'll throw red flags up to the insurance company. Remember, most insurance doesn't pay for maintenance care, preventative care. So we shouldn't be billing the patient's insurance. So that's out of the picture. Then we start thinking poverty complex wise, we start thinking maybe the patient can't afford it. Are you their banker? Are you their financial planner? No. Make the recommendation. If you think they need consistent care every two weeks, every three weeks, whatever it might be, make that recommendation. That's important. That's being a doctor that's using that doctor authority. Is it good for the patient to come in more often? Yeah, probably and I'm not saying everybody needs to. But what if you could get your patients to start coming in a shorter interval than every four weeks? What if you could get them to come in three every three weeks. Okay, let's do the math. Every four weeks is what? It's once a month. It's 12 times a year, but every three weeks is 18 times a year. Now you just created six more patient visits. There's more revenue for you. There's the practice building to It's cash and we'll save the cash practice for another podcast or two or three. But there's the practice building tip right there. Is it good for the patient? Yes, it's good for the patient because what does that patient do on a preventative basis, on preventatively for their health on a daily basis? They brush their teeth, right? That's the simplest one. And most people brush their teeth two, three times a day, right? Most people brush their teeth at least once a day. Or at least you hope they do, and I sometimes use that analogy with patients, you do brush your teeth every day, right? What are you doing for your spine? And I'm not saying you have to come in here every day. But wouldn't you be better? Wouldn't your health be better? Wouldn't your spine be better? Wouldn't your functionality be better if you came in every two weeks or every three weeks. So start working on getting your patients to come in more often. Tell that wellness story more. We want to save preventative care, wellness care, maintenance care. We seem to always want to save it and coddle it like it's some secret thing that we can't tell patients about until they're out of pain. Let's bring that to the forefront. And I promise you when you do that, your practice will grow like wildfire. Because on the preventative side of the practice, you're not just scheduling one patient at a time, you're scheduling whole families. Trust me. Sometime when we have time in a podcast, I'll tell you more about how that works, or we're doing this for a lot of chiropractors out there. We're helping them build that preventative side of the practice, that cash side of the practice. They're getting away from the Redundancy of the acute care plans and having to deal with insurance. And that's really more of the problem is dealing with insurance and all that happens with that, with the low reimbursement and the pre authorizations and all those things we have to do anymore. And the onerous of audits hanging over our head. You build a great cash practice on the preventative side, and you'll be shocked. Patients will love it. Patients will pay you for it, and it will build your authority and community engagement in your town. So if you want to talk about this, give us a call. Go check us out. Catsconsultants. com. Some great free downloads on there. Listen and subscribe to our podcast. Please share this. Our podcast has grown so Fast and so crazy because of you guys out there listening. We appreciate the feedback. And Everybody that writes in and says, oh my gosh, your podcast is an absolute game changer So thank you for those very nice comments. But again This is what we do. We help doctors build strong practices so that you can have the life and prosperity that you want. And so that your practice can leave a legacy in your name. So I'm Dr. Michael Perusich based on behalf of all of us here at cats consultants. Thanks for tuning into the KC Chiro Pulse podcast. We appreciate Chiro health USA being one of our sponsors as well, and keep tuning in. We'll see you next time.