Modalities in Chiropractic

In business, you must make decisions based on the right strategy… and sometimes the right strategy is not as obvious as you think.

Also, everything that you do in business needs to be a business decision, not an emotional decision or a decision based on what you would want if you were the customer.

Let’s take modalities, for example.

Here are just a few reasons why D.C.s have them in their practice:

• to help assist healing
• to attract patients
• to generate revenue
• to be able to serve multiple patients simultaneously
• to appear more “professional” and/or mainstream
• because a few handfuls of patients enjoy them

I don’t agree with any of it and here are just a few reasons why I’m not a fan of modalities…

• You will help more patients if you can get them better with only your hands. Why? Because there is only one you. The market can’t get “you” anywhere else.
• Modalities dilute, devalue, and de-sanctify the hands-on work that you do.
• Modalities decrease referrals and returning patients (for sure).

Does this mean that you are wrong in having them in your practice? Absolutely not. Just don’t think that you are making more money or seeing more patients or are a better doctor because of them because that might not be the case.

Maybe you use modalities because you think that you should. Or because you like using them. Or because you’ve been using them so long that you’d feel lost without them… And that’s fine.

But if you want more new patients, referrals, and returning customers in a competitive landscape where customers have multiple options, then the more YOU (not your devices) are the product (and the solution), the better.

ChiroTrust is about simple and elegant ways of increasing your value in the marketplace and you do that by decreasing as many complexities as possible.

Be the only reason why patients come back and refer others.