From: Dr. Margolies

This e-mail forum .. presently going out weekly to well over 2150 DC廣 and into sixteen 
countries worldwide .. is a great forum to ask for assistance or publish your chiropractic 
programs so we can all help each other or be alerting to your chiropractic programs. There 
is never a charge. If you send a response .. please forward it to me so I can include it on 
my webpage for future reference. I will never publish your e-mail address unless you 
request I do. You will find this week廣 requests at the conclusion of this message. 

I recommend you visit my webpage http://www.mindspring.com/~chirosmart if you need 
some assistance or require a chiropractic oriented link. The popular spots on my webpage 
are: Previous E-mails (12 months worth) .. Practice Tips and Management .. Weblinks .. 
Clinic Referrals .. Offices For Sale .. DC廣 For Hire .. Patient Newsletters and 
Cyberconsulting and Class Notes .. My answers to many practice management questions 
can be found under cyberconsulting .. if you have anything to add .. please e-mail it to me 
and I幢l get it in there. This week I included under cyberconsulting all there is to know 
about doing a deposition. If you are doing your first .. take a deep breath and read this 
first. Also included under Practice Management Tips are some recent health issues that you 
can copy onto your patient newsletters or place it on your front desk counter for your 
patient廣 to read and take home. 

This week廣 e-mail message: Yada Yada Yada

I guess by now .. we Americans have had out fill of a one week media hype building up to 
the last episode of Seinfeld. For those folks out of this universe having no idea what a 
Seinfeld is .. it was a television sitcom comedy about four friends in New York. What 
makes this one of my favorite comedy series of all time .. I know it can be tasteless at times 
.. moral character issues were wanting .. but overall I got my fill of belly laughs with each 
episode. But .. what was the message they were trying to convey? .. well .. it was about 
nothing .. it was a series that promoted nothing. If you look through all the episodes and 
especially the final one reviewing what we did see these past nine years .. it was definetly 
about nothing .. save a good half hour of retreat and a laugh. At least they were honest and 
promoted a lot to do about nothing to the extreme. They sat around week after week 
discussing mundane issues .. personal habits .. irritating traits of others .. pure 
unadulterated nothing.

So what can I gather from this to create my message this week .. well .. many of us have 
created a practice by promoting nothing. You may have years of experience that by default 
has the phones ringing and patients walking in .. lucky you .. it廣 probably years since you 
promoted anything. You may have a practice that has been working very hard to keep the 
few patients that trickle in .. but you are doing nothing to educate and capture more. What 
about the new practice that spends more than you have to offer an ambiance of a beautiful 
health oriented clinic but spend nothing to promote or market it. Nothing .. it廣 habit 
forming and may even be contagious.


Driving through the Atlanta area .. where there is a chiropractic clinic wherever you turn .. 
you can see a good sampling of nothing. There is a clinic called the Transformation Center 
.. another called Total Health Clinic .. another called Bailey Wellness and Rehabilitation 
Center and another with an added logo called the Home of the $10 Office Visit and their 
final statement reading No Gimmicks .. No Extras .. a lot to do and say about nothing. I 
took a pamphlet from one clinic .. but I幟 embarrassed to rewrite the explanation written 
about chiropractic .. talk about a lot of nothing! We have such a valuable service that any 
denial of chiropractic within the logo or office sign is a mistake .. this is especially true if a 
health food store .. health club or other medical facilities are within eye shot distance. If 
people driving or walking by are searching for a chiropractor .. do they know it廣 you? Is 
your office logo and clinic sign confusing .. leaving a mixed message .. a statement of 
valuelesss service .. a lot of nothing.  Oh .. we chiropractors understand there is something 
to the visual logo .. Transformation Center .. Wellness Center .. Perfect Health .. I 
understand .. you understand .. but is it the message that the majority of people we wish to 
attract with this sign or logo understand .. or do they walk or drive by because it means 
nothing to them?

As more and more people are tuned into what we do and the value of a free flowing 
nervous system .. they will be searching both consciously and instinctively for a 
chiropractor. If a potential patient must clasp there two hands on the window of your office 
to peek within hoping to find a chiropractic item .. don廠 be surprised if they search 
elsewhere. Yes have your rehab section .. discuss nutrition and wellness as much as you 
want .. align yourself with massage therapists .. but don廠 try to hide what you are as the 
power of the adjustment is superior to it all. Offer a reduced fee .. explain how your office 
excels while others are wanting but this is done once they are in the door as an educational 
extension of you .. your purpose. Don廠 play politics or air our dirty laundry in an open 
public forum .. it廣 not the place and means nothing to the uninformed .. but much to the 
patients of others and to the chiropractically educated public as a whole. 

Your statement .. your purpose .. must be clear as it is something special. Your staff .. 
your patients .. you .. are very special. We have more to offer than most people 
understand.  Are you helping them or is your office a lot to do about nothing. 
Yada Yada Yada.

Dr. M

P.S. If you thought this week廣 e-mail was insensitive .. uncaring .. too political .. got too 
close to home .. offended your belief systems .. offended with the tone .. consider it a 
bunch of Yada Yada Yada

Now to this week廣 requests for information. I would appreciate you cc any response to me 
as well .. so I can gather a reference source for the future.

1: Graduate of Life University (June 98) looking for employment with a principled 
chiropractor in the Atlanta area to assist with patient examinations, spinal screenings, 
marketing during the months of July 98 to December 98.
Please respond to Jeff (404) 533-8666.
e-mail address: healer1895@aol.com

2: I am starting treatment with a nine year old boy and an eleven year old boy who both 
have Tourrete's. Do you have any advice whatsoever as to what to do with these two 
precious kids. Treatment times, any case studies out there, anything??
Dr. Heather Gullett
Bellingham, Wa
e-mail address: GullettDC@aol.com

3: Someone needs information concerning practicing in Italy .. laws and practice 
parameters. If you have any answers reply to e-mail address: mjrotella@yahoo.com

4: Check Dr. Bobbi Ashley廣 website: http://www.healthtechnologies.com