213 Opportunities Abound for Chiropractic Practices
May 11, 2025Welcome to the KC CHIROpulse Podcast.
This week’s topic: Opportunities Abound for Chiropractic Practices
The KC CHIROpulse Podcast is designed for Chiropractic professionals ready to elevate their practice to new heights, and is hosted by Kats Consultants coaches Dr Michael Perusich and Dr Troy Fox. Michael and Troy are both seasoned experts in Chiropractic business development. This podcast provides invaluable insights and actionable strategies to help you create a flourishing and sustainable Chiropractic business.
In this episode, we discuss:
- What are the opportunities in today’s practice environment
- Why it’s easy to capitalize on the opportunities
- How to uncover the opportunities right in front of you
- How to involve your staff so you don’t have to do all the work
- …and so much more…
In each episode of KC CHIROpulse, we delve into crucial aspects of building a successful Chiropractic practice, covering topics such as establishing a strong foundation, adopting a patient-centric approach, mastering marketing techniques, achieving financial fitness, fostering effective team building and leadership, integrating technology and innovation, and navigating common challenges in the field.
Whether you're a seasoned chiropractor or just starting your practice, the KC CHIROpulse Podcast offers a wealth of knowledge and personalized practical advice to help you navigate the intricate world of Chiropractic business. Join us on this journey as we explore proven strategies, share success stories, and connect with industry experts to empower you in your pursuit of building a thriving Chiropractic practice.
Don't miss out on the latest insights and expert guidance. Subscribe now and unlock the secrets to taking your Chiropractic practice to the next level. Your success is our priority at Kats Chiropractic Business Advisors.
DISCLAIMER: The information presented in this broadcast is for educational purposes only and is not intended to offer legal, investment, accounting, or medical advice, and represents the opinions of the speakers. Seek the consultation of a professional for advice in those areas. And remember…your results using this information may be different than described.
Dr. Michael Perusich:
Doctors, did you know opportunities abound in your practice? Hi everybody. Welcome to the KC Chiro Pulse podcast. I'm Dr. Michael Perusich, and this is Dr. Troy Fox. And we're brought to you by Kats Consultants in Chiro Health USA, Troy. Today I want to talk about opportunities that we see. Every single hour of every day in our practices and in our communities. And half the time as doctors, we're just letting'em pass right on bias. And then we whine about not being able to build a great practice. And yet those opportunities to do it are right there in front of us.
Dr. Troy Fox:
Yeah. The funny thing was opportunities abound. I found a quarter yesterday underneath my adjusting table. Nice. Talk about an opportunity. Opportunity to get rich quick now. Yeah. On top of that, the upper other opportunities I have in that adjusting room around that table are massive and I can util utilize my time. I can do mindless stuff like ask people, are you going to lake this weekend? And then just end it with that. Or Hey, what do you think about the weather? And just end up with that. Yeah. Or I can find out and listen to what people are doing and in a very doctor like manner, because this is what doctors do. We find out what you're doing and go, oh. You're probably gonna need more care if that's what you're doing this weekend. Let's talk about maybe going two weeks instead of three. This time between when I see you. Or another example of Good Table talk would be finding out that somebody tweaked their knee last weekend, wakeboarding out at the lake. Yeah. And they weren't gonna tell you about that until you ask'em about their lake experience and said so. So tell me, you go out and you go to the lake on the weekends, right? And so does that bother you back at all?'cause you're in your forties. Oh no. But you know what? It tweaked my knee, so I think it's good to ask our patients age related questions as well. I like to ask that kind of stuff.
Dr. Michael Perusich:
And you bring up a great point. That, that is an opportunity that, it makes me crazy that doctors miss this. We, they want to talk about golf, their own golf game. They want to talk about the weather. They want to talk about everything except the patient. And when that patient's there right in front of you. The patient drags probably 20 opportunities into the practice every time they come in with new conditions, with the need for extra visits. I can't tell you how many times I would talk to somebody and I always ask the same thing of every patient. What are you doing this weekend? Oh, you're gonna be tilling up your five acre garden. Great. I'll see you Monday. Oh, you're going to a soccer tournament and sitting on hard bleachers all weekend. Great. I'll see you Monday. Oh, you're gonna be putting some trees down. Oh, I'll see you Monday. There are so many of those that walk into the clinic. And here's the other thing. It's not just you finding those opportunities as the doctor, you can train your staff. To find these opportunities. I don't know how she did it, but Marissa would find more opportunities from patients walking in the door. And the crazy thing is they were all extremity issues. Yeah, she would find more patients with plantar fasciitis, which turned into a 12 visit laser treatment protocol. And I we hear this all the time, and this is where I think the nutty part is, oh, I gotta spend money on this big marketing program to get all these new patients in so I can get new care plans going, oh dude, they're walking in the door right in front of you.
Dr. Troy Fox:
I think two things that, that we miss, and these are really too simple. One is the patient that's right in front of you and talking to'em, and the other one is utilizing patient success stories and picking out a couple, pick a couple for the week that you're gonna utilize with every patient that walks through the door. And you're gonna get a couple of crabby people that don't want to hear'em, and you can tell they don't want to hear your story and that's fine. You can ignore those too. But 98% of your patients are interested in that story that you're gonna tell, and it's a success story. Maybe with a newer modality you have in your office. Maybe you just got a new class four laser. That you're using in your office. Maybe you just got shockwave in your office, maybe you just got certified for dry needling, and you're telling a success story about how somebody's knee got better in all three of those cases, and that patient goes, oh, I've got some knee pain. I've just never told you about it. It's amazing. I had one today that his wife. Told me about a problem she had, and we started her on a modality. And guess what? She started feeling the results of it, and it was good. And he said to me today, now I'm not sure if I'm a candidate for this or not, but would that be something we could use on me? And I thought. Opportunity missed on my end, but he picked up the, he picked up the extra point right there for me and went ahead and threw he, he threw the shot and made it all net for me because he asked me about it and I didn't catch onto that and say, is there anything we could work on you on? Or, is there anything you'd be interested to have me take a look at with that modality? Instead, I just let it go and he came to me. So sometimes those missed opportunities, even if played right with a patient. Success story. Even if it's his own wife, sometimes that patient success story prompts him to ask you more questions. So success stories and asking patients how they're doing, I think are two of the best ways we can find out where our patients are at.
Dr. Michael Perusich:
Huge. So we gotta take a quick break, but I wanna come back and I wanna talk about this a little bit more and some other opportunities and things that we see in practice. So we're talking about opportunities abound in your practice. You just gotta be paying attention and they're right there. But we'll be right back.
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Dr. Michael Perusich:
Everybody. Welcome back to the KC Chiro Pulse podcast. Troy. We're talking about all the opportunities that pretty much slap us in the face every single day, and if we're not paying attention, they just fly on by us. Yeah,
Dr. Troy Fox:
We started with picking up change off the floor, and we moved from there into, I think, thousands of dollars. Actually,
Dr. Michael Perusich:
we went from a quarter,
Dr. Troy Fox:
thousands.
Dr. Michael Perusich:
Talk about practice jewels we're giving you today. Oh, yeah. We just increased your practice probably 10 times. Yeah. And I've got a, I got a funny story about finding a quarter under the table. So at the end of one day, I had this beautiful hill flexion distraction table.
Dr. Troy Fox:
Yeah.
Dr. Michael Perusich:
But it was notorious for stuff falling out of people's pockets, a pen or, something like that. And it just would get lodged down in there. You couldn't really see it. So I'm cleaning the table one day. And I moved it a little bit and I found this big old role of$20 bills bound up by a rubber band. Oh, wow. A couple hundred dollars. And so for a couple of weeks we're trying to figure out who, who lost that and didn't know it. And, we're trying to ask people and we finally wound up giving it to the local Humane Society as a donation. But yeah, you never know. There's another opportunity right there.
Dr. Troy Fox:
There's hidden gyms all over the place. I heard only rich chiropractors have those what was that? A hill? What? I've never even heard of it. It's so fancy.
Dr. Michael Perusich:
That was a beautiful hill collection, distraction table. So little shout out to the manufacturers of Hill Table.
Dr. Troy Fox:
Hill does make a nice selection. Distractions. I'm just kidding. I've actually got one, but it's maybe I'm a rich chiropractor too. I don't know. But it's the techniques and the tools of the trade are great, especially when they hide$200 in cash. I know. Let's see. That's an opportunity. Let's talk about, let's talk about technology opportunities, because I think that's where one I think it's a huge opening right now, but I think people get paralyzed and here's what happens. People get paralyzed because all of a sudden a doctor that's 59 years old my age, right? All of a sudden they say, oh, AI is the wave of the future. And I, let's say I don't know much about AI and I haven't done my homework. I'm paralyzed, I'm freaked out. I don't know how to advertise because AI is gonna take over. It's gonna do everything. I don't know how to make it do everything. Everybody talks about how it's automated online. And so instead, I do nothing. So my question is to you folks that are out there, do you believe that old school marketing ways are dead? I'm gonna tell you they're not. Newsletters are hot right now. Hot. Yeah, they're hot. People love reading newsletters. So you are not out of the game if you're not 25 years old and understand how AI works.
Dr. Michael Perusich:
And I'm, I'll tell you what, the whole technology generation that we're gonna see over the next couple years. We have a lot of doctors ask us, what's the best practice management software out there? And my answer is always the same. It's the one that you'll take the time to build and develop on your own. Yep. But I'm telling you, in the next couple of years, we're gonna see AI generated practice management software that is gonna knock our socks off. Yep. Whatever software you have right now, I'd probably just hang tight with it. I agree. And make do with what you got because if you try to jump into that opportunity, I think right now I think you're gonna short sell yourself because it's gonna be outdated technology really fast. Some of the stuff that they're using today in the hospitals and things, which is, they're always a lot more advanced than we are'cause they have the money, but it will knock your socks off. I'm telling you. It's literally. You don't even have to touch a computer. In a lot of instances, it does all the work for you. Just hang on. But there's other technology too that can really help drive your practice. There's two-way texting. There are systems out there where you can send text messages to patients and text reminders and birthday wishes and those kind of things.
Dr. Troy Fox:
So we'll give a little shout out to Aloha on that one because yeah, Aloha has a great program and there are probably others out there, but I utilize Aloha. And I will tell you though, when patients can directly text you. And they can ask a question just text the number, and I've got staff up front with that board open. On the right hand side. It shows who just texted them and what they wanna know and asked the question, and we respond in real time. I'm telling you what, people love it and are younger patients and older. You'd be surprised how many people over the age of 65 think it's just the cat's meow. We're able to text back Yeah. And text back and forth with them. And they don't have to call me. They can just text and go, Hey, I'm not feeling great today. Is there any way I can get into the office? So Aloha has a really good program with that's tied in with their software that does a, if you don't know Aloha look at it. But their software has a bunch of great options on it. But that's just one really cool one that I didn't even know. Was as cool as it was until we got it. And then once we went through orientation, I'm like, whoa, this is a tool that's really good for connecting with patients.'cause connecting is important nowadays. If you're not connected
Dr. Michael Perusich:
with your patients. It's huge. It's huge. Yeah. And I don't know if everybody out there knows this, but Troy and I a, an investment clinic, basically we don't practice in it, but in that clinic it's very high tech and yeah. It almost runs without a front desk person almost. Because of the technology that's in it. So if you're not using technology like this, and, technology is everything from utilizing AI to help do email campaigns and those kind of things. Building up your practice management software, so it's really working for you. Two way texting with patients, having a good social media presence. That kind of technology really helps drive your practice these days.
Dr. Troy Fox:
Nothing beats just like this with you and I on camera right now. Nothing beats that. I can do a video, I can get on Invideo. That's a company that does some pretty cool video stuff. And I can say, I would like you to produce a four minute video on chiropractic care and the benefits of, and I'd like you to do it in Disney, Pixar style, and it will create a movie basically, and it'll do it in four minutes. Here's the problem with that. Does it connect people to you? No. You can do a few things like that, but here's the deal. Here's the simple basics. People are loving newsletters right now because it's a direct connection to you. And if you have staff write articles, you write articles, maybe somebody puts in a recipe or whatever, people love that stuff. It's, I always tell people it's a good thing to read on the toilet, right? People put, put it behind their toilet. They do. A lot of people do. They'll print out that newsletter. And the reason I say that is'cause I get one from the I'm in like the Shave Club or whatever that is where I get my razors every month. And they send a newsletter in the box and they it's basically. You're supposed to put it on the back of your toilet and when you go to the bathroom you read your newsletter. So I don't care where you read it at, but it creates a unique connection when somebody's reading something directly from you. Now, the other thing is when I'm on video and I'm on social media and I'm creating an environment where people are engaging with me, whatever that may be, if it's a fun fact Friday or whether you're given some educational material about your practice or how you work that. Brings patients to you again. So from a marketing standpoint, I don't care how technical we get, we can use and there are and not saying there aren't some cool things out there because we're gonna be able to reach to, we're gonna be able to reach people we've never been able to reach in the next five years. But if you reach'em now, what are you gonna do with them? I wanna put a face in front of them and quite frankly, creating a CGI. A computer generated image with my voice is gonna be a possibility, but is it what I really wanna do? Because people are gonna see that, and I think our BS meters are gonna get bigger and bigger, and we're gonna get to a point of where we want. The good old times we want. When people talk to people, how many times have you called a phone number and you got that thing? Press one for blah, blah, blah. Press nine for blah, blah, blah. It doesn't work. I'm like, oh man, I don't even know which one I'm supposed to be on, so now I'm gonna listen all night again. By the end of the conversation at 18 connections later, I finally get somebody on the phone that goes, oh, you called the wrong number.
Dr. Michael Perusich:
Oh, yeah. How did you get this department? I need to transfer you. Yeah. And then you get hung up on.
Dr. Troy Fox:
So how, yeah, that's not customer service
Dr. Michael Perusich:
oriented.
Dr. Troy Fox:
So how did we get to that point? But people hate that. You know what they really want? They'd love to make a phone call and have a real person answer the phone, right? So people like things that are simple. Sometimes simple is just you talking to them online.
Dr. Michael Perusich:
And you walked us right into another idea, and that's making sure that you are making connections out in your community, physically making those connections. So it's not just your patients contacting you or you contacting them. We gotta get out in the community and build those community referral networks. And when you start working. With other professionals, other business people in your town. When people see that you're involved in giving back to the community, wow. That can be a powerful way to build a practice. Getting out and doing health talks, becoming members of a board doing fundraisers, getting involved in fundraising activities for charities, those kind of things. Not only does it make you feel good, but. People see you and get to know you and see what kind of person, what kind of human you are, and they want to connect with you.
Dr. Troy Fox:
And some people panic when they hear that, oh my gosh, I gotta get out in the public and I gotta look like a complete imbecile. Gone are the days where used to have to sit at Walmart and do spinal screenings, folks.
Dr. Michael Perusich:
Yes, those are gone.
Dr. Troy Fox:
We've all done'em. And guess what? They sucked. You look like a complete imbecile. But we got a lot of patients doing that and we exposed a lot of people to chiropractic, which I thought was phenomenal. But the truth of the matter was it was never fun to go do. I will tell you this though, when you get involved in your community, maybe you like to do. Bells at church, or maybe you like to, maybe you're a clogger. I don't know. I don't know what you are. Maybe you're a golfer. Whatever your fun thing is, that's where you should get involved first. So if you have a couple of activities, like if you're a singer, be involved in a choir or like for me, we have a huge event in my town every year, and it's the same weekend every year so I can block it out. But our town, like triples in size for a day. Guess what? Everybody in town gets involved in this and if you don't get in involved, you kinda look kinda like you don't care, right? Sure. So you know what? I'm pretty good at flipping burgers. Sure. But it's come flip burgers for the day and you're not above doing it everywhere. I would haul trash if that's what they wanted me to do, but they're gonna see me there and they're gonna see me doing something to help the community. It's not me just showing up as I candy. You notice eye? But it's really me there to do something. So if you're truly involved and you truly care about your community and you're doing something you love or you're passionate about, you're not gonna feel silly doing it. Now if you're just standing there trying to get people to notice you because you're the new doctor in town. Hey, look at me. You probably will feel a little silly. So do it from an approach of helping your community.
Dr. Michael Perusich:
I was super involved in the Boys and Girls Club, and we had a huge auction every year. It was huge. We'd have thousands of people there, and I would always, I was the president of Boys and Girls Club for several years and I would always get up and try to mimic the auctioneer. And I can't talk fast. I can't even say here kitty. That's about as fast as I can go. And everybody would laugh and it was. Funny. And it got to be over the years, Dr. Perh get up there and do the auction and it was a moment for me to not only just poke fun at myself just a little bit, but to be human in front of a whole bunch of people. And invariably we'd get 20 or 30 new patients out of that event every year. It's amazing. So get involved somewhere. If you have a talent, go play the guitar at church or whatever your talents may be. Or if you have time, go donate that time to some organization in your community. Go be a speaker somewhere. Your civic organizations are always looking for speakers every month. Just get out there, put yourself out there and get to know people.
Dr. Troy Fox:
I'm gonna tell you the words of a famous person. She works for me. Her name's Jill. Jill's famous words are you, do you Fox? And it's so true. You know the thing is you do you like I say, Hey, I'm gonna go do blah, blah, blah. You do you fox. And the truth of the matter is each of us do us differently, right? Sure. The things I may wanna do would scare you to death. If I told you that you were gonna run a golf tournament with 300 people in it, you may just be mortified. Maybe you've never played golf, but if you told me that I was gonna run a church choir. Gosh, I'm a horrible singer. That'd scare me to death. I'd probably have a heart attack before I got there. So you do you gotta do what you enjoy. But if you do yeah. And you get involved, you're gonna get exposure and you're gonna humanize yourself. Just like you talked about, a lot of times we are not humanized and unfortunately, as chiropractors I hate to be honest with you guys, but medical doctors get put on a pedestal. Chiropractors get it. People make a determination whether they love us or hate us. And I hate that it's that way about us, but unfortunately you've gotta humanize yourself because people need to see you as your real person.
Dr. Michael Perusich:
I think it's important. It is very important. So we need to take another break. We're talking about opportunities in your practice. When we come back, I want to talk Troy. I wanna talk a little bit about the opportunities that we can see with our patients coming in the door. We touched on it a little bit in the beginning, but I want to wrap it up through that. So we'll be right back, everybody.
Kats Consultants:
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Dr. Michael Perusich:
Alright, we are back to the KC Chiro Pulse podcast. We're talking about opportunities to build your practice almost without having to leave your office, other than getting out and being visible out in the community. But, we talked a little bit about this in the beginning, that patients are walking in the door bringing us opportunities and yet. We're spending time talking about the weather, we're talking about remodeling our house and how we hate to paint or whatever. We're talking about everything but the patient. When that patient's in front of you, it's imperative that you're talking to them about them, and it's not just, how are you feeling today? It's what's going on in your life? What are you doing? What are you doing this weekend? What'd you do last weekend? Tell me what's happening and here's what you find out. I. Not only find out about additional visits that they might need, like we talked about in the beginning of this, but you also find out what groups they belong to. Can I come and be a speaker? Can I come and get involved? Do you do fundraising activities? How can my clinic plug into that? So you find out what things they're involved in. You find out what they do at work. Maybe they work on a factory line and they do the same movements all the time. Ask if you can be invited to go watch and pick up on what they do so you can help not only that patient more, but maybe go to the HR director and say, you know what? I think I could help your line employees stay on the line longer with some tips and tricks about how to protect their backs. Now you just maybe have opened up a whole bunch of other people that work at that business. It's little things like that. It's other conditions. It's, oh, you have kids, we need to get your kids into care. Why? My kids don't have back pain. But they do have spines and they probably haven't had a scoliosis screening and they're playing sports, so let's just walk up to the front desk and find a good time to get them in. Won't that be great? Parents never say no to that. I'm telling you, you could knock out six or seven new patients a week just by doing that, right?
Dr. Troy Fox:
You look at all these little things and you think, oh my gosh, the, if I look at each individual thing we've talked about so far, every one of'em is very easy to do, right? So it's a trickle method when it comes down to. Doing your marketing. So you're marketing in the room with your patients, right? You got your staff literally listening for opportunities for us to help patients because I don't see it as just marketing our patients. It's not Hey, I wanna sell you something. I'm looking for opportunities where maybe they've got a problem that I can help'em a lot cheaper and easier than having a surgery or maybe a surgery with an MRI and, three months of rehab behind it. Maybe I can help you for$400 instead of, eight or$10,000 of, and that's the part the insurance didn't pay for, when we look at those sort of things, all those little things, trickle, and newsletters. Some people don't like to write newsletters. Guess what? Most software anymore will do a newsletter for you. In a lot of cases, they build the newsletter and ask you to add a few key pieces in from your practice to personalize it. Sure. And so sometimes newsletters are simple as well. The staff component of this, very easy. You talk in staff meeting and you throw a few examples at, and you guys role play in your next staff meeting. And if you're not having staff meetings, start having'em. Great time to have one, have lunch role play a little bit. You guys will have fun. You'll get to laugh'cause you guys will you'll wanna, you wanna, you'll play the patient one of, you'll play the staff member at the front desk. And invariably we'll end up laughing about stuff as we're doing it. But we learn a lot. We learn how to. Navigate that minefield. We know as the patient persona.
Dr. Michael Perusich:
Exactly. So I wanna kinda wrap up here with a story from one of our clients that he told me a couple of weeks ago. So he'd come off a couple of kind of mediocre months and he was down a little bit. So we started refreshing him and his staff on a lot of these ideas, Troy, that we just talked about. And so they started doing these things again and the practice started getting busier and the practice started getting more fun. And lo and behold, in one month from the previous month, in one month, they doubled their practice. They doubled their patient visits. Whoa. They doubled their collections in one month just by doing these simple things. And you know what he told me? He said, wow. He said, you're right. It's just balancing all these little things and keeping them present time conscious and your practice explodes. And
Dr. Troy Fox:
guess how much that costs?
Dr. Michael Perusich:
Not much. A
Dr. Troy Fox:
little bit of your time, not very much. When you, not very much. And so when we start talking about return on investment, wow, that's huge. It's huge. It's huge. And your staff has satisfaction, so that means your tension's better with your staff. We all wanna keep our staff because we, one, we love our staff usually. I think most of us do. I have a great time with my staff. Oh. I feel like they're family, so I want staff to stay, so I want them to be happy and feel fulfilled as well. And then so you add that in there as well. So we're having fun, we're getting more patients in the door. The doctor feels more comfortable, he's enjoying practice again, he or she. And we got staff that are having a good time while they're at it and they're seeing their doctor have a good time, which will be infectious.
Dr. Michael Perusich:
And you're taking more profitability to the bank. This is the biggest win-win thing ever, and I think you said this a second ago. It's easy to do. It's super easy to do. So if you wanna know more about how we help clients, go to cats consultants.com. We got some free downloads on there. Check out everything we do. Most of all, we appreciate you tuning in every week to the KC ChiroPulse podcast. We appreciate Chiro Health, USA, being one of our sponsors and remember to like and subscribe wherever it is. I always forget where they put it. Yeah and subscribe. And it's because of you guys out there that our podcast is growing by leaps and brown le leaps and browns leaps and bounds. So remember, opportunities abound. Go find them. Troy, thanks for being on here today. Yep. Thank you. We'll see y Allall later. We'll see y'all soon.