From: Dr. Margolies

Since the purpose of these timely e-mails is to keep in touch with those that took my 14th quarter 
class at Life University ...that¼s right, Life College has recently been granted University status 
with a Ph.d program in Sports Health Science, as well as those folks who have purchased my 
Smart Start books at various vendors throughout the land .......  This is also a method of sharing 
.. both from me to you as well as from you to me .. to me to you ... if you know what I mean.

The other day a recent student and graduate wrote an e-mail letter for some friendly advice. Seems 
she is in the land of limbo .. awaiting the boards and without a license cannot function as a full 
fledged DC. She canvased her area of local chiropractors and asked to be an assistant of some form 
.. exam doctor, etc. Seems the DC¼s in her area have no vision as to the purpose of chiropractic, or 
she did not get her message across to them ... they didn¼t wish to expand their office with new 
patients. Nonetheless, as I tell my class at Life, there are too many people for us to serve who 
haven¼t been served and have no clue as to why they and those they know need and require 
chiropractic care. It is my opinion that we need to get out there .. on your own .. not as an 
associate .. although reality dictates that associate apprenticeship is the norm. Therefore, rather 
than being an exam doctor .. be a case manager ..internal PR .. or an Marketing maven ready and 
willing to cross the line and your comfort zone of confrontation and tell the story of chiropractic. 
Remember Johnny Appleseed had a vision. He took with him a handful of apple seeds and looked 
across the land. Claiming his „farm¾ he staked out the area to plant his seeds, nurture the soil and 
let nature take its course. The end result were bumber crops of apples  .. orchards and orchards .. 
as far as the eye can see. Can you visualize this within your office „farm.¾ Have you begun 
planting your Springtime seeds? .. do you expect a bumper harvest of new and maintenance 
patients? .. are you willing to beat the trenches or train someone to do it for you .. not for you .. 
but for your community? I think you have to sit quietly and determine your level of stress .. your 
level of confrontational tolerance .. your level of purpose. Discuss within yourself and to those 
who will be responsible with you where your energy lies .. what you need to do to extend it a bit 
further ... where the gaps are in office procedures and follow through .. when will it be time to 
open the faucet and let those who need you entry to get in smootly .. lovingly .. and with 
knowledge that they too have a purpose for the wellness of others .. also .. where you can receive 
the message and keep your eternal flame from flickering .. such as DE. This is difficult if you have 
your cup overflowing with garbage and waste. Trim down the grap that takes energy from you ... 
I¼m not talking about your social life .. but your practice life .. with enough time put in there for 
fooling around. Spend that private time looking for the gaps .. where you are losing patients .. 
where you are losing precious quality patient or staff time .. when patients drop out or stop 
communicating .. get these lines tightened and fish for more. Anyway ... getting back to this new 
DC awaiting hr boards .. I recommend to the students that they hire themselves, prior to getting a 
license and of course thereafter .. to be a PR intern .. for the lack of a better term. Here was my 
advice:


Think through the PR ideas I explained in class. If your local DC's are complacent with their level 
of practice .. all the better for you. The stuff in the book, is universal and with a little fine tuning .. 
can be used and adapted by all. I recommend you find one DC with vision .. call a few offices and 
speak with the CA and say:

"Hi, I just gradauted from Life College in and I'm awaiting the state board exam. In the meantime, 
I'm willing to be a Marketing and Public Relations Asssitant for the doctor as well as an internal 
case manager with your patients. Do you feel that the doctor would welcome this or is he/she 
happy with the level of his/her practice now?¾ Now, get the tone right, practice saying it in front of 
the mirror a few times and play with the script. The purpose and essence is to have the CA .. or the 
DC .. realize that you are serious about making this a postive experince for both, as well as 
providing you with a great experince to make it happen. If this is not possible don't despair ... 
look through the book, create surveys and forms to your liking. Create twelve newsletters 
concerning ergonomics and wellness .. establish the mind set necessary to start a practice ... this is 
nothing more than practicing the scripts of the consultation .. brain/body .. discuss $ options .. 
create a community health network .. etc. Listen ... the fact that you are taking the time to write me 
and question me is GREAT .. and you're way ahead of the others. 

Now is the time to get the Smart Start book out. Create awareness by reviewing each chapter .. at 
least the second half which focuses on Marketing. Prepare what you feel comfortable doing ... 
surveys, meetings ..  alliances .. in other words hire yourself as a PR person for a DC. The only 
way this will work is to present to them a program .. a Strategic Plan to get new patients. For 
example:

Monday 9-12 ... create Community Health Networks
Tuesday 9-12 ... Survey community (farm area) for workshops internal/external
Wednesday (full day) in-office management of patients .. education/workshop
Thursday 9-12 ... create alliances with attorneys, others
Friday 9-12 ... screenings throughout the farm

Have a fee structure. Each patient coming in is worth $25 if they become a patient. Each workshop 
$25 .. each allinace $25. In other words present a package that would be advantegous to the field 
DC .. one that will not be too costly for them unless it's a win for all. If you are enthusaistic you 
will be paid well .. also you¼ll get the cobwebs out of your own methods to create an office. This 
is the key to your successful future. Being an exam doctor is less important than what I present 
above.

I hope I have helped. I realize it is difficult now, but this may be the time to sit back, close your 
eyes, look through each quarter of classes and determine if you wish to survive and thrive or 
flounder and die on the vine. You have the skills, the fact that you e-mailed me  ... means you have 
the desire .. now gather the will to sink or swim .. there are too many people that need our 
attention and the competition between us DC's are sparse at best .. considering that only 7% of the 
public see chiropractors. Forget about the the 7% ... go after the 93%. I nother words .. get that 
license .. get your act together now .. and go for it.

You field DC¼s with years of experince look for new recruits ready to go out and tell the story. If 
you need someone .. let me know I¼ll pass it on to my students now and those on line. Get 
enthusiastic and turn on the power. If this sounds foreign to you ... let loose and all else will 
follow.


Also, if you have read our previous e-mail concerning the Philosophy night with Dr. Bob Hoffman 
of Oyster Bay, New York, you missed a good one. Let me know and I¼ll send it to you. He has a 
great service .. a clipping service of news concerning healthcare .. chiropractic and the science that 
makes us achieve the results we do and some of the failures that the alliopaths do. I am sending the 
following as a service to share with you his program.

He has a  "Quarterly Trends Update Service." These articles are used for  internaland external 
marketing. The articles, quotes, and statistics make it easy to empower your staff on a regular 
basis, and to educate your patients. He states „I get new patients every week from the articles. I 
currently have hundreds of DC's subscribing to this service for $32.95 a quarter. In addition, at 
the end of each year, I create my best of the year book of articles. I call them " Making Chiropractic 
Part of Your Lifestyle" They become presentation manuals for the office, for new patients, for 
outside lectures, etc. They sell for $119 each, or any two for $189, and all three for $239.¾

His office number is 1 800 POWER 91

Dr. M