From D. Margolies

I recently received this e-mail question from a student about to graduate. My answer 
follows:

I own several clinics in Alabama and do practice management consulting for other docs 
around the south.  I need your help, thoughts and ideas on a recent client I took on. 

The doc in question recently purchased an office from a long time doc in Memphis Tenn.  
He purchased the practice quickly with out doing a proper survey of the market or the 
leaving doc's reputation, both of which seem to have major problems.

First the market... This market is permeated by chicken dinner docs who are all scramming 
as loud a possible with radio and TV ads (ala Ed Scheiben Auto painting... Wild Eddie).  I 
performed a 300 randomized incidental telephone call survey of the market with startling 
results.  28% of the population said it had tried Chiropractic at some time or another but of 
that group only 2% said they would ever see a chiropractor in the future.  It appears the two 
or three hard sell docs have really burnt out the market with their hard sell and hard closes 
on patients.  I have never seen a market so gun shy about being closed on chiropractic 
services.  This year already five DC have closed offices.       

     Secondly, It appears that this particular former doc was involved in a fraudulent billing 
scheme and was arrested for same... This doc has also been charged by 5 female patients 
for sexual misconduct all being played out on local newspaper and TV. The trial is 
scheduled for August this year. Even though my doc has changed the name of the clinic, he 
is getting NO walkins... Survey told us people still think the former doc is practicing there.

     We have tried to form alliances but every corporate door we knock on is slammed in our 
face. So far, the doc and I have made over 38 calls on businesses (Wall-Mart, Sears, K-
mart, Home Depot, Aflac Insurance...) without one single opening.  Mall screenings are 
out as the mall canceled all screenings by Chiropractors.  The three major health clubs each 
with several locations are owned by the three major hospitals and entrance to them has been 
denied. 

    What is your opinion of having this doc take the high road. Meaning be the consummate 
professional and not get in and gravel with the other docs on radio and TV. As he is also 
religious, I have ask him to contact his church an see if he can start with health talks there. I 
also recommended the women's club and garden club to him as his wife is a member of 
both organizations. Other ideas include a farm and newsletter to that farm... 

    My question is what should he do to counter balance the negative press of the chicken 
dinner docs and the court trial will bring?  

   Your help is most appreciated.

By the way I have truly enjoyed your class and have learned many new skills helping to 
make my practices more of a success... Most of these kids don't realize it but a course like 
yours will cost them thousands in just a few years.

Thank Again

Now my answer:

As for my answer. The first thing I thought about was the Chicken Little Story .. the sky is 
falling the sky is falling. Seems the sky fell down on Knoxville and on this poor DC. 
Nothing is as tragic as it looks. Fortunately, humans are short on memory and this too shall 
pass. Since a pitiful small percentage of people go to chiropractors, it is the purpose of 
every DC to rely on telling the story to as many people as possible, and to as many places 
as possible to reach that important number that will provide the flow of new patients. It 
may be necessary to start from the very beginning and forget the big hits, such as malls and 
Home Depots. Instead concentrate on the Community Health Network program .. 
newsletters door to door. There are plenty of "mom and pop" establishments that haven't 
read the papers or heard the negative press, instead they are open to a new idea and once 
cars begin to frequent the parking lot again, all past negativity will vanish. 

The first step is to set a goal .. write a mission statement .. write a purpose statement .. set 
established action steps and policies .. start from the beginning. Rather than dwell on the 
sky falling .. concentrate on Michaelangelo painting the ceiling of the Chapel .. hand of 
God reaching hand of man .. patching the sky for all of us. Dwell on that awhile and look 
at a community and your marketing farm as a pasture .. reaching out with green blades of 
fresh grass .. animals and life grazing and doing what comes natural .. going with the 
flow. Yes, there are storms and yes there are lurking predators, but with it all life goes on 
and this storm too shall pass. 

In the 19 years of practice, I've been through many Chicken Little stories concerning 
chiropractic. The weak amongst us became weaker, the strong have resolve and carry on .. 
not just carry on but flourish on the weakness of the others as people still need our services 
..and the story and truth never change.

So to answer your concerns .. lighten up and rather than look at it as a soured market and a 
tainted community ready to have a bomb dropped upon it as in the movie "Outbreak," give 
this guy a chance to grow and let the other DC who screwed himself into the ground 
languish in his digressions. 

The "chicken in every pot" office will always be there. There is a value to our services as 
we are professionals. Yes, maybe we cannot place a value for an adjustment and "turning 
life back on," but we need to provide for ourselves, our staff, our families, our personal 
and family's future and sustain an office for those that need us .. yes there is a value!  
Consider that the president of a chiropractic organization has on his business card, as well 
as on his office sign this phrase "....home of the $10 visit..." if this is leadership, help us 
all. We need to expand not implode. 

Provide a respectable service for a respectable fee, but also offer those unable to afford care 
a way to benefit as well.

So, take a different approach and look at your farm as a farmer would reviewing a field 
right after a year of drought. Cultivate .. cultivate and then motivate.

Now go get em"

Dr. M