From: Dr. Margolies

Todayžs e-mail message concerns multiplicity.

Watching a rerun of the movie Multiplicity made me think about this weekžs topic. First, I received 
an e-mail from a previous student who in the past two years has become quite successful. He 
placed his success on dedication to his technic and a burning desire to learn and provide the best 
adjustment possible. He also mentioned that his success and ability to sustain his practice was 
based on very little of what I taught him at Life University .. in fact he mentioned that he doesnžt 
have to resort to any form of marketing .. what he called Mumbo Jumbo.

My reply was easy to digest .. I applauded his success and asked him to share it with my students 
and with yžall (remember Ižm writing this from Atlanta). Write the steps that made him successful 
.. that assists him in sustaining an active practice .. that creates the positive and healing tone within 
the clinic .. that requests referrals without asking .. that helps motivate a staff in becoming a team 
.. that has an easy answer to payment and scheduling. His second e-mail response was similar to 
the first .. there was no magic just pure dedication to knowledge .. desire to help and to provide the 
most scientifically applied adjustment .. all else follows. Well .. I canžt argue with that or agree 
more. But .. whether he knows it or not .. every time he opens his mouth .. cracks a smile .. 
shakes a hand .. tells the story .. places those healing hands on the spine .. he is marketing with or 
without the mumbo jumbo!

A well run business has to sustain itself with retention of clients (patients) as well as acquire new 
ones .. it is the life blood of any business.  From the welcome and caring tone of your CA to your 
eye to eye and knee to knee case history you are marketing. When you discuss the purpose of the 
evaluation .. the need for x-rays .. your protocol of care .. your choice of technic .. discussion of 
finances .. when they should return .. your report of findings .. on and on .. you are marketing 
yourself .. your office .. chiropractic. Okay .. we can play with semantics but after its all said and 
done .. your tone .. your purpose was sold .. if a successful sale they returned for the care 
necessary. Results will always get results .. your knowledge .. application and conviction of your 
technic and belief had been marketed .. years ago to you .. now from you to your patients. 

So .. can you duplicate your enthusiasm or spizzerentum of chiropractic .. your knowledge of 
biomechanics .. your grasp of innate healing to your staff .. your patients .. your community? Can 
you write your formula of success .. what tools you use for everyday work habits .. what magic 
words you share with your staff on a daily and weekly basis .. where your source of power comes 
from that overwhelms those that you touch .. your ability to simply but with authority lead the way 
for those that seek your help? This is a great exercise for the novice or old timer .. sit down this 
week and think of your routine .. phrases .. scripts .. props .. handout or visual aids .. forms .. 
welcome and survey letters .. or just you .. what keeps you on purpose .. on fire .. being so 
natural it escapes you. Trust me .. this exercise will assure you that you have been striving towards 
multiplicity .. duplication of your goals and your ability to tell the chiropractic story. 


One last step towards multiplicity. Think of that new patient as two .. three .. four. Once they give 
you the green light of acceptance and they understand your concern and reasoning towards their 
structural correction .. ask for that referral. Do you have a planned and canned approach or do you 
wing it as natural as could be? Do you anticipate referrals .. patient family and friends reaching 
chiropractic through you? Do you determine if their work or social/sports habits contribute to their 
structural distress .. if so .. are you advising changes .. offering your services to their employer .. 
sports management team .. church or civic groups .. reaching more people and multiplying by 
being available? 

If you have any ideas that can help others in multiplying their patient and wellness base ..  sharing 
is always good for the heart .. please send it along .. Ižd like to include it on my webpage. If you 
cannot e-mail your script or idea for referrals or patient management .. fax it to me at 770-491-
3799 or send it to my office: Joel E. Margolies, DC 4910 LaVista Road, Tucker, Georgia 30084 .. 
770-491-3639. 

Also .. I will be sending out the cyberconsulting surveys in a week. If you wish a survey or intend 
on participating in this ten week e-mail correspondence program (it will be closed after the second 
week in April .. and cost double the next go around) .. ask for details. You read about it on the 
webpage under cyberconsulting: http://www.mindspring.com/~chirosmart

Dr. M