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Measuring the ROI of Your Practice’s Social Media

Thursday, March 23rd, 2017

Mark Sanna, DC, ACRB Level II, FICC

How do chiropractic marketers measure their return on investment (ROI) when it comes to social media? After all, follows, likes and repins are not the usual marketing metrics. At the same time, the standard performance indicators we typically use to gauge the success or failure of digital marketing don’t apply as easily to social media. Counting website hits and click-throughs are not a means of measuring ROI in this realm. Social media marketing is still in its early days for most chiropractors and monitoring a few key metrics can help you determine whether your efforts and initiatives in social are moving the needle for your practice.

As you look forward to the year ahead and begin allocating your marketing resources, take time to consider the following metrics and related critical questions.

Share of Voice

How does your practice’s social presence stack up against your competitors’ not only in terms of the size of your audience (number of followers, fans, pinners, etc.), but in terms of their level of engagement? How engaged are your patients and potential patients compared to those of your competitors? How many people are talking about your practice, how frequently and in what context?

Conversations 

Are you having conversations with your patients? If not, it’s time to re-examine the content you are posting. Conversations put the “social” in social media. Don’t speak at your audience, speak with them. Every post is an opportunity to stimulate a dialogue. Creating dialogues increases your patients’ affinity to your practice.

Advocates 

Do you have any patients who have become super followers or super fans of your practice’s social media? If the answer is yes, be sure that you leverage their passion for your practice. If the answer is no, you may be missing out on a huge opportunity to increase the number of potential patients who have been exposed to your practice in the past, but are now compelled to try it, thanks to a super fan’s glowing recommendation. Take the opportunity to activate your super fans by noticing them and engaging with them.

Product Guidance 

Are you asking your patients questions to learn what they like about your practice and the products and services you provide? Social media provides your practice with the access to a large, free, real-time focus group. You can leverage your social network to help guide you in which products and services you choose to offer. This can help save you from making timely and costly mistakes. Many times you don’t even have to ask—just simply listen and respond. As an example, a chiropractor added massage therapy to his practice. The comments of the long wait time caused by an out of touch massage therapist caused the chiropractor to change the flow in the office to decrease wasted time. Patients were thrilled with the changes and posted their overwhelmingly positive responses.

Critical Questions

These metrics don’t show the complete picture of how social media can affect your practice’s bottom line. Several follow-up questions can help you determine how effective you are at engaging your social media audience.

Do more people know about your practice than before?

How to learn it: Measure the number of mentions your practice receives and the number of positive reviews you generate and compare your results to the volume of traffic on the social sites of the other chiropractic practices in your community per reporting period.

Are more people hearing your message than before?

How to learn it: This is called your practice’s reach. Measure the growth in the number of your followers/fans per reporting period. You can enlist tools that measure Twitter reach and use tools such as LinkedIn analytics and Facebook Insights that report on number of impressions.

Are your posts generating traffic?

How to learn it: If you are being truly engaging, interesting and valuable in all of your social media interactions, then you are not simply sharing all of your content day after day. However, when you do link back to your own website’s content, measure the resulting traffic to your site via Google Analytics. Then you can drill down to determine which traffic was nurtured through social media.

Are people reacting to what you’re putting out there?

How to learn it: Measure the number of click-throughs your posts receive as well as the number of comments per post. The number of shares and retweets your posts receive is a great way to identify the number of super fans you are engaging per reporting period.

Social Media ROI is Complex

Social media ROI is clearly more complex than a simple cost vs. practice awareness equation. While social can certainly affect the journey of patients to your practice, it cannot be simply superimposed over it. There are just too many touchpoints in too many places to limit social to one fixed point along a patient’s path.

The ROI of social media for your practice is delayed ROI. This may be tough for many chiropractic marketers to swallow, but it goes back to your overall marketing strategy. Social is not just another marketing channel; it is a critical part of your practice’s overall communication platform. It touches many areas within your practice from patients’ retweets all the way up to the chiropractor’s blog posts.

When it comes to social, chiropractic marketers shouldn’t be hyper-focused on the immediate ROI, but instead get your practice team focused on another question: What have we learned today from our patients?

Dr. Mark Sanna is a member of the Chiropractic Summit, the ACA Governor’s Advisory Board and a board member of the Foundation for Chiropractic Progress. He is the president and CEO of Breakthrough Coaching (www.mybreakthrough.com 1-800-723-8423).

How to Avoid Practice Burnout

Monday, February 13th, 2017

Mark Sanna, DC, ACRB Level II, FICC

One of the more challenging aspects of owning your own business is that the proverbial buck stops with you. This entrepreneurial aspect of owning a practice frustrates many chiropractors. Being the owner of your practice requires you to exercise your skills in leadership in order to get your team to work together and take direction. This is true in all forms of business, including the chiropractic practice. However, you can’t lead others unless you’re in a good position to lead. The proper care and feeding of your practice team begins with proper care and feeding of the team leader—you.

 

Burnout Is a Serious Threat

 

You need to be aware of how sharp your sword is before you try to sharpen someone else’s.

Burnout is a serious threat. It steals the passion that inspired you to go into practice in the first place. Without passion, your ability and willingness to do what it takes to make your practice a success quickly diminishes.

 

Symptoms of Burnout

 

  • You find yourself resenting your patients instead of wanting to help them.
  • You dislike your employees because you think that they’re making constant demands.
  • You snap at your spouse when asked how your day went.
  • You’re constantly feeling pressured and unable to relax.

 

At first glance these behaviors may seem ridiculous, but unfortunately they are indicative of a way of life for many chiropractors. They’ve become stuck in fast forward and so entrenched in their practice that they “don’t have time” for friendships, having fun, being creative, hanging out or simply resting. They have difficulty relaxing enough to sleep at night. When they do wake up, they speed through their morning routine and rush to arrive at the practice on time. By the time they do arrive, they’re ready for a morning break. This is a classic formula for burnout!

You have two simultaneous roles in your practice. You play both the role of an employer and of an employee. If you worked for an employer who expected you to work non-stop, never allowing time off, paying less than you are worth, you’d soon have your resume updated and you’d be out the door. While you would never consider treating your employees this way, many practice owners work themselves harder than they would ever ask someone on their team to work.

 

Faced with the increasing pressures placed upon all health care practitioners, it’s not uncommon for practice owners to take on more than they can handle. They increase the number and speed of their activities, raise their goals, and introduce new systems at a furious pace. And after initial success, too often they try to make this furious pace the new normal. What began as an exceptional burst of achievement becomes chronic overloading, with dire consequences. Not only does the frenetic pace sap your energy, it can zap the motivation of your entire practice team.

 

Keep Yourself Fresh and Engaged

 

How do you keep yourself fresh and engaged? What are you going to do to keep yourself from being overwhelmed?  Begin by delegating or outsourcing the tasks that are draining you and creating an unhealthy environment. If insurance billing and collections are zapping the life out of your practice, consider outsourcing these functions to a billing company. One of the most useful roles a practice management consultant can play is to provide a non-emotional evaluation of what’s working and what isn’t in your practice.

 

Like a fish that isn’t aware of the water it is swimming in, you may be too close to your practice or too emotionally engaged to remain objective. Don’t reinvent the wheel when you don’t have to.  A good consultant can help you find simpler, easier ways to do what isn’t working. Just say, “Okay, this is an area that’s draining our practice. Coach, how can you help us?”

 

Schedule Regular Time Off

 

Some doctors insist that they can’t take time off or they can’t afford to hire a covering doctor.  Whatever point your practice is at, you are the pilot of your ship. If you feel that you can’t step away from your practice, start putting a plan in place so that you can take time off in the future. It’s been said that a candle loses nothing by lighting another candle. It takes nothing away from you to pass on your flame. But how can you light the fire in your practice team if your candle’s not burning?

 

Learn to take care of yourself. This is why taking adequate time away from your routine is so crucial. Taking care of your mental psyche includes taking the initiative of giving yourself proper time to relax and unwind. Clearing your mind is not only good for reducing the stress that accumulates during everyday life, but it also provides an opportunity to take a step back and re-assessing what you have been doing and the direction you are heading.

 

Take Care of the People Who Take Care of You

 

Be aware of the work environment that you’re creating for your employees. Make sure that you’re treating your practice team the way that you would want to be treated. Preventing burnout must be part of your business plan. Begin by scheduling weekly one to two minute long standing meetings with each team member on a one-on-one basis. This will provide you with the opportunity to acknowledge and praise them for their successes and to perform a “gut check” to see if problems are brewing – long before you might discover them otherwise. This is also your chance to listen to hear if problems are brewing with other team members.

 

Use cross training to build your team. Give each team member the opportunity to share their role with another member of the team. By learning each other’s job responsibilities, individual team members become aware that they’re not an isolated component of the practice.  This helps to make sure that everyone “gets” the big picture and understands how the work they do helps the practice achieve specific goals.

 

Cross training makes team members more valuable (and normally provides job security). Often people don’t want to learn new skills because they’re afraid. And they don’t want to teach others their skills because they’re afraid they will become less valuable to the practice. In reality, the more each team member knows, the more valuable they are to the practice. To make cross training work, identify the critical skills that make your practice function. Set up a schedule of activities to train team members and give them an opportunity to grow in a safe environment. You can build upon this idea by holding monthly in-services during which your team members have the opportunity to showcase their role in the practice to the rest of the team.

 

Acknowledge and Reward Success

 

Reward your team members for a job well done. There are countless recognition programs in place in chiropractic practices. The most successful programs are custom tailored to what inspires the individual members or the team. Ask each team member to create a wish list of those things that would motivate them personally to hit their goals. Rewards do not always have to be monetary in nature. Non-monetary rewards form one important part of a complete recognition program. Nonmonetary rewards include such items as being thanked publicly at a team meeting, having lunch with the team member of their choice, or receiving an extra day off. The desired outcome of a rewards and recognition program is to improve performance. Each team member should have their own list of goals and the associated rewards, ranked by value, based upon the significance of their achievement to the practice.

 

Build a culture in your practice that encourages accomplishment. Take the time to poke your head into your team members’ space just to say “thank you” for a job well done. This brief moment of acknowledgement will ensure that the individual knows what they did was important and is appreciated by you. In addition to acknowledging your team’s individual efforts, you can celebrate success extravagantly by popping the cork on a bottle of champagne when your team hits a collective goal, or in a more low key fashion with bagels the next morning with a note of thanks. The important thing is to ensure that individual efforts are noted and appreciated.

 

Share Your Goals with Your Team

 

To make your goals live you need to write them down and verbalize them. Share them with your team and to ask each individual to help hold each other accountable. Practice visualizing your goals vividly and communicating them with energy and enthusiasm. If you want your team to help grow your practice, you must share your vision of what you want the practice to be. Establish beginning and ending points. Your team won’t know if they’re moving the needle if they don’t know where they are today and they’ll have no way of knowing when they cross the finish line if they don’t know where the finish line is. Set a goal with your team to become the very best team possible and celebrate your accomplishments along the way!

 

Dr. Mark Sanna is the CEO of Breakthrough Coaching. He is a member of the Chiropractic Summit and a board member of the Foundation for Chiropractic Progress. You can learn more about Breakthrough Coaching by visiting www. mybreakthrough.com or by calling 1-800-723-8423.

Energy, Not Time, Is Your Most Precious Resource

Monday, December 5th, 2016

Mark Sanna, DC, ACRB Level II, FICC

We live in a digital time. Our rhythms are rushed, rapid fire and relentless, our days carved up  into bits and bytes. We celebrate quick reaction more than considered reflection. We skim  across the surface, alighting for brief moments at dozens of destinations but rarely remaining  for long at any one. We race through our lives without pausing to consider who we really want  to be or where we really want to go. We’re wired up but we’re melting down.    Most of us are just tying to do the best that we can. We survive on too little sleep, wolf down  fast foods on the run, fuel up with coffee and cool down with alcohol and sleeping pills. Faced  with relentless demands at work, we become short‐tempered and easily distracted. We return  home from long days at work feeling exhausted and often experience our families not as a  source of joy and renewal, but as one more demand in an already overburdened life.

Consider these scenarios: 

 You attend an hour‐long Team Meeting in which not a single second is wasted – but  during the final half hour your energy level drops off and you struggle to stay focused.

 You race through a meticulously scheduled four‐hour shift but by midway your energy  has turned negative‐impatient, edgy and irritable.

 You set aside time to be with your children when you get home at the end of the day,  but you are so distracted by thoughts about work that you never really give them your  full attention.

 You remember your wedding anniversary – your computer alerts you and so does your  smart device– but by the evening, you are too tired to go out and celebrate.

Energy, not time is the fundamental currency of high performance.   

This insight revolutionized my thinking about what drives enduring high performance. It has  also prompted a dramatic transformation in the way I coach my clients to manage their lives,  personally and professionally. Everything they do – from interacting with patients and staff to  spending time with their families – requires energy. Obvious as this seems, we often fail to take  into account the importance of energy at work and in our personal lives.  Without the right  quantity, quality, focus and force of energy, we are compromised in any activity we undertake.

Performance, health and happiness are grounded in the skillful management of energy.

There are undeniably difficult patients, tough days, bad relationships and real life crises.  Nonetheless, we have far more control over our energy than we realize. The number of hours in  a day is fixed, but the quantity and quality of energy available to us is not. It is our most  precious resource. The more we take responsibility for the energy we bring to the world, the  more empowered and productive we become. The more we blame others or external  circumstances, the more negative and compromised our energy will be.
If you could wake up tomorrow with significantly more positive, focused energy to invest in  your practice and with your family, how significantly would that change your life for the better?  As a leader and a manager, how valuable would it be to bring more positive energy and passion  to your practice? If your practice team could call on more positive energy, how would it affect  their relationships with one another, and the quality of service that they deliver to your  patients?

To be fully engaged, we must be physically energized, emotionally connected, mentally focused  and spiritually aligned with a purpose beyond our immediate self‐interest. Full engagement  begins with feeling eager to get to the practice in the morning, equally happy to return home in  the evening and capable of setting clear boundaries between the two. It means being able to  immerse yourself in the mission you are on, whether it is grappling with a frustrating challenge  in the practice, managing your practice team on a project, spending time with loved ones or  simply having fun. Full engagement implies a fundamental shift in the way we live our lives.

You must become fully engaged. Four key energy management principles drive this process.

Principle 1: Full engagement requires drawing on four separate but related sources of energy:  physical, emotional, mental and spiritual.   

Human beings are complex energy systems, and full engagement is not simply one‐dimensional.  The energy that pulses through us is physical, emotional, mental, and spiritual. All four  dynamics are critical, none is sufficient by itself and each profoundly influences the others. To  perform at our best, we must skillfully manage each of these interconnected dimensions of  energy. Subtract any one from the equation and our capacity to fully ignite our talent and skill is  diminished, much the way an engine sputters when one of its cylinders’ misfires.    The more toxic and unpleasant the energy, the less effectively it serves performance; the more  positive and pleasant the energy, the more efficient it is. Imagine for a moment that you are  about to have a chiropractic adjustment. Which energy quadrant would you want your  chiropractor to be in? How would you feel if he entered the adjusting room feeling angry,  frustrated and anxious? What if he was disengaged, laid back and slightly spacey? Obviously,  you want your chiropractor energized, confident and upbeat.

Principle 2: Because energy capacity diminishes both with overuse and with underuse, we  must balance energy expenditure with intermittent energy renewal.   

We rarely consider how much energy we are spending because we take it for granted that the  energy available to us is limitless. In fact, increased demand progressively depletes our energy  reserves – especially in the absence of any effort to reverse the progressive loss of capacity that  occurs with age. By training in all dimensions we can dramatically slow our decline physically  and mentally, and we can actually deepen our emotional and spiritual capacity until the very  end of our lives.

When we live highly linear lives – spending far more energy than we recover or recovering  more than we spend – the eventual consequence is that we break down, burn out, atrophy,  lose our passion and get sick.  Sadly, the need for recovery is often viewed as a sign of weakness  rather than as an integral aspect of sustained performance. The result is that we give almost no  attention to renewing and expanding our energy reserves, individually or for our practice.

To maintain a powerful pulse in our lives, we must learn how to rhythmically spend and  renew energy.   

The richest, happiest and most productive lives are characterized by the ability to fully engage  in the challenge at hand, but also to disengage periodically and seek renewal. Instead, many of  us live our lives as if we are running in an endless marathon, pushing ourselves far beyond  healthy levels of exertion. We become flat liners mentally and emotionally by relentlessly  spending energy without sufficient recovery. We become flat liners physically and spiritually by  not expending enough energy. Either way, we slowly but inexorably wear down.    Think for a moment about the look of many long‐distance runners: gaunt, sallow, slightly  sunken and emotionally flat. Now visualize a sprinter. Sprinters typically look powerful, bursting  with energy and eager to push themselves to their limits. The explanation is simple. No matter  how intense the demand they face, the finish line is clearly visible 100 or 200 meters down the  track. We too must learn to live our lives as a series of sprints – fully engaging for periods of  time and then fully disengaging and seeking renewal before jumping back into the fray to face  whatever challenges confront us.

Principle 3: To build capacity, we must push beyond our normal limits, training in the same  systematic way that elite athletes do.   

Stress is not the enemy in our lives. Paradoxically, it is the key to growth. In order to build  strength in a muscle, we must systematically stress it, expending energy beyond normal levels.  Doing so literally causes microscopic tears in the muscle fibers. At the end of a training session,  functional capacity is diminished. But give the muscle twenty‐four to forty‐eight hours to  recover, and it grows stronger and better able to handle the next stimulus.  While this training  phenomenon had been applied largely to building physical strength, it is just as relevant to  building “muscles” in every dimension of our lives – from empathy and patience to focus and  creativity to integrity and commitment. What applies to the body applies equally to the other  dimensions of our lives.

We build emotional, mental and spiritual capacity in precisely the same way that we build  physical capacity. 

We grow at all levels by expending energy beyond our ordinary limits and then recovering.  Expose a muscle to ordinary demand and it won’t grow. With age it will actually lose strength.  The limiting factor in building any muscle is that many of us back off at the slightest hint of  discomfort. To meet increased demand in our lives, we must learn to systematically build and
strengthen muscles wherever our capacity is insufficient. Any form of stress that prompts  discomfort has the potential to expand our capacity – physically, mentally, emotionally or  spiritually – so long as it is followed by adequate recovery.

Principle 4: Positive energy rituals – highly specific routines for managing energy – are the key  to full engagement and sustained high performance.

Change is difficult. We are creatures of habit. Most of what we do is automatic and  nonconscious. What we did yesterday is what we are likely to do today. The problem with most  efforts to change is that conscious effort can’t be sustained over the long haul. Will and  discipline are far more limited resources than most of us realize. If you have to think about  something each time you do it, the likelihood is that you won’t keep doing it for very long. The  status quo has a magnetic pull on us.

A positive ritual is a behavior that becomes automatic over time – fueled by some deeply  held value.   

I use the word ritual purposefully to emphasize the notion of a carefully defined, highly  structured behavior. In contrast to will and discipline, which requires pushing yourself to a  particular behavior, a ritual pulls at you. Think of something as simple as brushing your teeth. It  is not something that you ordinarily have to remind yourself to do. Brushing your teeth is  something to which you feel consistently drawn, compelled by its clear health value. You do it  largely on automatic pilot, without much conscious effort or intention. The power of rituals is  that they insure that we use as little conscious energy as possible where it is not absolutely  necessary, leaving us free to strategically focus the energy available to us in creative, enriching  ways.

Look at any part of your life in which you are consistently effective and you will find that certain  habits help make that possible. If you eat in a healthy way, it is probably because you have built  routines around the food you buy and what you are willing to order at restaurants. If you are  fit, it is probably because you have regular days and times for working out. If you manage your  practice team well, you likely have a style of giving feedback that leaves people feeling  challenged rather than threatened. If you are closely connected to your spouse and your  children, you probably have rituals around spending time together with them.  Creating positive  rituals is the most powerful and effective way to manage energy in the service of full  engagement.

Dr. Mark Sanna is a member of the Chiropractic Summit and a board member of the  Foundation for Chiropractic Progress. He is the president and CEO of Breakthrough Coaching.  (www.mybreakthrough.com 1‐800‐723‐8423).

 

At Scrip Hessco, chiropractors can find the products that they require, easily, conveniently, and affordably. Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options. The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, ScripHessco has been the leading full-service distributor of chiropractic supplies such as Biofreeze and equipment to the chiropractic industry. Rely on ScripHessco to help you serve your patients and grow your business with popular resale items.

Five Internet Marketing Secrets for Chiropractors

Thursday, June 30th, 2016

Mark Sanna, DC, ACRB Level II, FICC

CEO, Breakthrough Coaching

Breakthrough Coaching Logo

A successful Internet marketing plan for your chiropractic practice hinges on attracting a high volume of traffic to your website and creating a high rate of conversion. Traffic means the number of unique visitors who view your website. Conversion refers to the number of people who took the step of contacting you after viewing your website. The most successful websites not only have high traffic, but high targeted traffic. This means that your website attracts your ideal patients: those individuals who have the need, desire and finances to afford your chiropractic care. You also want your website to increase the conversion of these potential new patients into actual booked appointments in your practice. So, while traffic and conversion are essential components for Internet success, let’s focus on taking it to the next level and those secrets that you can deploy to increase targeted traffic and conversion to appointments. The Internet marketing strategies that I will share with you, if executed properly and on a regular basis, will yield a bounty of new patients ready to invest in chiropractic care.

Place “Contact Me” Above the Fold

Have you ever had a hard time locating a business’ phone number on an advertisement? Such an obvious advertising error can also cause visitors to your website to become frustrated and ultimately deter them from pursuing care in your practice. Professional website designers track something called “UX”, for “User Experience”. UX is the way a person feels when navigating a website. Does your practice website create a great UX or is your website resulting in frustrated visitors who quickly move on to your competitors’ sites? One essential feature of great UX is to have your contact information placed prevalently at the top of the page. “Above the fold” means that the information is located above the point at which someone must scroll to view the lower part of a webpage. Your contact information, including your phone number, e-mail address and physical address should appear above the fold on every page of your website.

All Pages are Landing Pages

You may have heard of the term “landing pages” in chiropractic Internet marketing. The phrase refers to a page that a website visitor lands after clicking on a hyperlink. There are two types of landing pages, reference and transactional. A reference landing page is focused on information and education. A transactional landing page encourages the visitor to take action, such as entering their contact information, making a purchase or scheduling an appointment. In chiropractic Internet marketing, you should focus on creating landing pages that are a hybrid of transactional and reference. Be sure your landing pages feature patient education, while at the same time they direct the visitor to contact your office for more information or to schedule an appointment. Using this technique, all pages on your website become functional landing pages, directing the visitor to take a step closer to becoming a new patient.

Far-Reaching Results from Patient Testimonials

Neilsen Media Research is a global information and measurement company that provides market research, insights and data about what people watch and what people buy. Neilsen reports that 92% of global consumers trust “earned media”, which means word-of-mouth referrals. Neilsen also tells us that 70% of online consumers trust online testimonials and reviews. Traditional chiropractic media marketers know that word-of-mouth referrals have the best return on investment of any type of marketing or advertizing.  Referrals from satisfied patients cost you nothing and yield the most ideal new patients. Online testimonials and reviews, which are virtually the same things, are modern-day word-of-mouth referrals. Check with your state regulations before posting patient testimonials online, as some states have specific rules concerning their use. Also, be sure that your practice is HIPAA compliant in the use of all testimonials. Your testimonials will garner greater traction if you funnel them through your website and blog. Using video testimonials on your sites and on a YouTube channel achieves a double benefit. Video engages viewers, and this causes them to spend more time on your website. This is called creating a “sticky” page and it results in the second benefit of increasing your positioning with the search engines, called “Search Engine Optimization” or SEO. A warning about Google Places, Yelp and other review sites: while positive reviews can most definitely help with SEO, one bad review can become a serious blot on your good reputation.

Words, Words, and More Words

Google has made it known that the very best, most valuable and long-lasting SEO begins with original, informative text. This is the type of SEO that results in high rankings for your website and yields the most targeted traffic. If writing short articles to educate your patients in the value of the services your perform and the products you dispense is not high in your skill set, you should engage the services on an outsourced copy writing company that is familiar with the chiropractic market. A stagnant website, with unchanging copy serves about the same value as an out-of-date practice brochure. Even worse, a stagnant website can undermine your marketing efforts, as it will result in a plummet in your website’s ranking. There are several firms in the chiropractic marketplace that employ professional copy writers who stay on top of advances in the field of chiropractic, as well as SEO tactics and strategies. By adding several short blogs each week to your online marketing portfolio and by consistently adding fresh content to your website, you will build a strong online presence that will generate targeted traffic and great conversion for the long term.

Express Your Personality

While maintaining a professional image is especially important in online chiropractic marketing, if you don’t express your and your practice’s unique personality online, you will appear like every other chiropractor.  The most successful online chiropractic marketers post selected photos of their family, hobbies and interests on Facebook. Just as displaying original art in your practice’s Reception Room can convey your individuality; your online marketing should display your unique personality and passions. People, including those individuals who are your potential new patients, crave personal relationships. Your website should convey your personal life to a limited degree. On the “About Us” page, be sure to feature some photos of your family and those of your practice team. Post quotes from your team members about how they feel about your practice and their careers. Take the opportunity to let your collective light shine online!

 

Dr. Mark Sanna is a member of the Chiropractic Summit, the ACA Governor’s Advisory Board and a board member of the Foundation for Chiropractic Progress. He is the president and CEO of Breakthrough Coaching

 

At Scriphessco.com, chiropractors can find the products that they require, easily, conveniently, and affordably. Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options. The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, ScripHessco has been the leading full-service distributor of chiropractic supplies such as Biofreeze and equipment to the chiropractic industry. Rely on ScripHessco to help you serve your patients and grow your business with popular resale items.

 

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Share Your Values

Friday, April 15th, 2016

Mark Sanna, DC, ACRB Level II, FICC

CEO, Breakthrough Coaching

New 2014 BTC logo

Share your #1 value on a regular basis: your ideas about health and your profession – the outcomes you desire for your patients and practice. Your number one value drives what you expect from your employees – their job descriptions. It also drives what you expect in terms of work load and production – your practice statistics. Only once you have communicated your number one value and have confirmed that your team members understand your number one value, have you created the basis for trust.

All of the studies say that patients leave their healthcare providers because they don’t trust them. Establishing trust begins with a patient’s first visit. Just as with your practice team, communicate your number one value (your ideas about health and your profession) with your patients. Your number one value includes the outcomes you expect for your patients in terms of their behavior – that you expect them to comply with your recommendations. It also includes what you expect in terms of production from your patients – their referrals. When you communicate your values with your patients, you give yourself the gift of patients who support your vision. Share your #1 value as part of your routine – include it in the paperwork, welcome letter, practice brochure, and mission statement that new patients see when they come to your practice. Your paperwork is not just an exercise in organization – it’s a way to share your values.

Become a master at uncovering the common denominator – those shared values which create the bonds of trust that enable others to align their values with yours. In a value sharing environment you get out what you put in. Commit to sharing your values and you will pass the ultimate test – you’ll experience the compelling difference the bonds of trust make in your practice and personal relationships.

At Scriphessco.com, chiropractors can find the products that they require, easily, conveniently, and affordably. Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options. The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, Scrip Hessco has been the leading full-service distributor of chiropractic supplies such as Biofreeze and equipment to the chiropractic industry. Rely on Scrip Hessco to help you serve your patients and grow your business with popular resale items.

 

 

Consider the DC-MD Practice

Monday, March 14th, 2016

Consider the DC-MD Practice

Mark Sanna, DC, ACRB Level II, FICC

CEO, Breakthrough Coaching

New 2014 BTC logo

Consolidation and integration. Once considered phenomena, now are marked trends in the healthcare industry. Market forces and decreases in revenue are driving practice consolidation within chiropractic — a movement already familiar to the medical community where less than 30 percent of medical doctors remain in private practice.

In chiropractic, the solo practitioner will soon be equally rare. Economic reality demands — and rewards — diversification of patient services, a kind of one-stop healthcare experience for patients.

Despite economics and trends, you may be wrestling with the decision to convert to a multi-disciplinary practice. Allopathic medicine has traditionally been at odds with chiropractic. How can the two philosophies coexist in one clinic? If these are your worries, rest assured: It is indeed possible for you to establish a multi-disciplinary practice that honors the art, science and philosophy of the chiropractic profession.

In the DC-MD practice, the healthcare delivery team communicates regularly with each other about each patient. This team approach allows the practice to maximize benefits to your patients by offering a broader scope of services that those available in a stand-alone medical or chiropractic clinic and delivers these services in an efficient and cost-effective manner. Chiropractors have been attempting to change the healthcare system from the “outside in” for over a century. Now is the time for you to heed your own philosophy and realize that health comes from the “inside out”. Converting your practice to a DC-MD multi-disciplinary facility is a way for you to insure that the profession of chiropractic is robust and thriving for future generations to come.

Click here to learn more about Breakthrough Coaching!

At Scriphessco.com, chiropractors can find the products that they require, easily, conveniently, and affordably. Scrip Hessco’s massive inventory allows chiropractors to search for specific items, or browse for new and exciting options. The most successful chiropractors are the ones that are constantly evolving and taking necessary steps to keep business fresh and interesting for the patients, as well as for themselves.

For more than 40 years, Scrip Hessco has been the leading full-service distributor of chiropractic supplies such as Biofreeze and equipment to the chiropractic industry. Rely on Scrip Hessco to help you serve your patients and grow your business with popular resale items.

ScripHessco Announces Successful Events: 8th Annual Professional Football Chiropractic Society’s Continuing Education Seminar and First Annual Chiropractic Combine

Wednesday, March 12th, 2014

ScripHessco, providers of high quality chiropractic equipment and supplies, announces the success of two key chiropractic events in February. The Company served as the 2014-2015 title sponsor for the 8th Annual Professional Football Chiropractic Society’s (PFCS) Continuing Education Seminar. In addition, the two organizations collaborated during the NFL Scouting Combine in Indianapolis to launch a popular new networking event, Chiropractic Combine, which brought chiropractic students and doctors together to meet in a social setting to discuss trends in sports chiropractic, open chiropractic positions in sports and professional football, and available associate positions within the field.

PFCS Logo“Through their work with world class athletes, NFL players, and educational seminars, the PFCS has made significant contributions to advance awareness of the importance and healing nature of chiropractic – a cause that drew considerable attention because of these two important events,” says Kray Kibler, CFO, ScripHessco. “This year, speakers focused on traumatic shoulder injuries, concussions, injury prevention and improving concussion communication in youth sports. The PFCS is committed to providing consistency among constituents, taking the best practices from each alliance and creating a template to apply to chiropractors who work with other pro sports.”

Alan Sokoloff, D.C. for the Baltimore Ravens and former board member of PFCS, states, “This year we were pleased to introduce the Chiropractic Combine, a one-of-a-kind event that was made by possible by ScripHessco, an industry leader that fully supports chiropractic. In professional football, chiropractic has grown to be an essential part of the health care team for wellness, improving sports performance, and enhancing injury rehabilitation for all athletes.”

ScripHessco is the leading supplier to the chiropractic profession, offering an unparalleled selection of supplies and equipment for a one-stop shopping experience, as well as value-added services that help chiropractors improve their patient outcomes. ScripHessco has a long history of providing support to the chiropractic community through its contributions to the Foundation for Chiropractic Progress, American Chiropractic Association, various industry organizations and associations, educational institutions, and the PFCS.

Kyle Prusso, D.C. for the Oakland Raiders and president of the PFCS, adds, “We’re grateful for ScripHessco’s support, and expect to build upon this year’s excitement to build buzz around next year’s events.”

About ScripHessco
ScripHessco, member of the Scrip Companies family, provides equipment and supplies to complementary and alternative medicine (CAM) professionals and offers the broadest selection of chiropractic products, including the largest variety of reconditioned adjusting tables in the world. ScripHessco offers exceptional customer service, promotes wellness initiatives and serves as an educational resource for the benefit of its customers and also is the only national company to offer regional sales representation. Visit www.scriphessco.com.

Lower Limb Biomechanics & Orthotic Treatment Workshop

Tuesday, February 18th, 2014
2014 Orthotics Workshop

One-Day Workshop
Lower Limb Biomechanics & Orthotic Treatment

Brian Hoke, DPT, received his degree in Physical Therapy from Indiana University and earned his post professional Doctor of Physical Therapy degree from Boston University. He is board certified as a Sports Clinical Specialist by the American Board of Physical Therapy Specialities. In addition to lecturing extensively in the US and Internationally, Brian is co-owner and Director of Atlantic Physical Therapy, a private practice in Virginia Beach, Viginia.

 
TOPICS:
The Rear Foot: Nature versus Civilisation, the Gait Cycle, Triplane motion, the Subtalar joint – what is it, where is it and what does it do? Biomechanical dysfunction in relation to common conditions; plantar fasciitis, Achilles related pain, shin splints, knee pain, low back pain and leg length discrepancy.

The Fore Foot: Evaluation: fore foot/ rear foot relationship, mid tarsal joint, common conditions: metatarsalgia, Morton’s neuroma, fore foot varus/valgus, plantar flexed /dorsi flexed 1st ray.

Sagittal Plane: Biomechanics and function – The Rocker theory, Hallux limitus/rigidus, Functional Hallux Limitus (Fhl) evaluation and treatment.

Practical: Subtalar neutral, heat moulding, fitting, posting and patient compliance.

COURSE OBJECTIVES:
Attendees will complete this course with a thorough understanding of:
• Biomechanical terminology of the foot and lower limb.
• Assessment techniques for the rear foot
• Diagnosis and treatment of common lower limb biomechanical related conditions
• Understanding of the Gait cycle
• The importance of 1st ray function
• Subtalar joint function
• Heat moulding and fitting orthotics
• Posting techniques
• Fine tuning orthotic prescription
• Patient compliance
• Valid for 6.5 CME’s for DC’s

For more information and to register:
Visit www.vasylimedical.com/seminars or call Rainy Cooper on 888-882-7954

To view, and print this information in pdf form, Click Here!

 
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