The following is the ChiroTrust Big Picture as set forth by founder Ben Altadonna:
CHIROTRUST BIG PICTURE 1/5
ChiroTrust can’t help Chiropractors unless it also helps Chiropractic better position itself.
That is why Chiro-Trust.org ,“The ChiroTrust Pledge”, and the ChiroTrust DomeTag were created.
See, you are not in the business of removing subluxations, restoring curves, or restoring function.
Certainly they may be a byproduct of what you do, but if you attempt to turn that into a marketing message, you’re sunk.
You are in the business of responding to the demands of the marketplace. (Big Picture 1/5)
Never forget that.
See, supply is dependent on demand. Unless people want what you and I have to offer, then what we do, what we know, and what benefits we provide are meaningless.
CHIROTRUST BIG PICTURE 2/5:
Sell a process, not a product.
Chiropractic care is your product but how you deliver it, the experience you provide, and the feelings you evoke are your processes.
It’s your processes that differentiate you more than your product.
You and your clinical skills are also important but how you position, provide, and communicate are equally as valuable.
That’s why ChiroTrust is so valuable. We take most of the thinking, the time, and the marketing expense off of your plate.
What’s left is you being the best D.C. that you can be and making sure that you utilize all the benefits and features that ChiroTrust provides you.
Call me, my staff, and/or my advisors.
Above all else, stay focused on the big picture; it makes decision making a whole lot easier.
CHIROTRUST BIG PICTURE 3/5:
Marketing Never Ends
The biggest mistake Chiropractors make is in believing that they have a new patient problem and that getting more new patients is the solution.
But here’s the bottom line…
Any Chiropractor who has been at the same location for 3 or more years and still lacks enough new patients doesn’t really have a new patient problem, they have a product, fulfillment, process, and communication problem.
Meaning, they have to look at all these variables:
Name of office
Appearance of office
Appearance of doctor and staff
What patients see, hear, and feel
Type of care offered
How and when they communicate to patients face-to-face, as well as on and offline.
…I can go on but hopefully you get the point.
If not, here’s the point:
New patients, patient compliance, referrals, and reactivations are the byproduct, the reward for doing a lot of things consistently right.
Here at ChiroTrust™, we know that.
That is why we address all of these variables and more.
Take a look at that list above again. Pick 3 to work on.
And be patient. The payoff comes weeks, months, and in some instances, years later.
There are no shortcuts.
Be productive and think accurately one day at a time.,
Focus only on today. Everyday.
CHIROTRUST BIG PICTURE 4/5:
The Message Matches The Market
ChiroTrust’s message matches the market.
The market exists with or without you or us.
We don’t create the market. We don’t change the market.
We must match the market with our marketing, our product, and our communication.
We cannot ignore that conversation that WE KNOW patients are already having inside of their heads… Primarily what they want and what they fear.
Trying to educate patients about corrective care, maintenance care, and wellness care is the most painful thing for D.C.s to let go of.
Those who let go, will help more people and build practices.
Those that won’t let go, feel right, feel frustrated, and more often than not, are broke. (But they feel right!)
When nobody cares, some principles are just not worth fighting for.
CHIROTRUST BIG PICTURE 5/5:
Doing The Right Thing
Despite what some may think, money means virtually nothing to me.
Certainly, it’s necessary but more often than not, it’s not.
I’ve been lucky enough to have everything I need and want since I’ve been born: food, shelter, clothing, and unconditional love from some.
The concept of “Diminishing returns” is always present in my mind.
It’s all about the process.
Enjoying each day.
Living totally in the moment and doing the right thing/s as often as possible.
Peace of mind means so much more to me.
So, when a D.C. gets distracted by some “get rich” strategy, I shake my head. He or she is missing what it’s all about.
See, there are many ways to make a buck but at the end of the day, if a business model, product and/or service doesn’t create value for others, then I’m convinced that it won’t last or feel good for long. It won’t create happiness.
Nevertheless, often times, money does become one of the byproducts of creating value.
But even stress can come with creating that value.
I guess today what I’m trying to say is that the grass isn’t any greener on my side.
But one thing I am convinced of, as a members of ChiroTrust™, we have each other.
From time to time each and every one of us will feel as though we are going backwards and that’s okay.
Why? Because there is no such thing as going backwards.
It’s necessary for growth.
So embrace what you are going through and first and foremost, strive to do the right thing and take pleasure in it.