Marketing the Specialty Practice in 2013

You know the issues…

Your chiropractic, physical therapy or medical practice offers a myriad of special services…

•       For women to combat the effects of osteoporosis and/or hormonal issues

•       Sports rehabilitation services for the athlete

•       Recuperative and NeuropathyDR® Treatments for seriously ill patients


Any of these specialties should be bringing in the kind of varied patient population that would not only keep your practice exciting but do great things for your bank balance as well.


Still, day after day, you treat the strained back from the construction worker or the sore knees of the weekend warrior.  And there’s nothing wrong with that.  You just know you could be doing more.

You know the demand for your real expertise and special services is out there but for some reason you’re not reaching them.

It’s not a lost cause…

Try these tips for reaching the kind of varied patients you know you can help:

Get In Front Of Your Prospects

You know you can help all these patients but if they don’t know you exist, you can’t help them.

You have to take your message to them.  Go where you know they are.

If you want to treat sport injuries or athletes, advertise with the local marathon organizers.

If you want to specialize in senior care, get your message out to the local senior centers and retirement communities.

For chiropractors and physical therapists:  If women are your target market, start networking with ob/gyn’s referrals or speak at local professional women’s clubs on the benefits of specialty care for common female complaints.


What’s In It For The Patient?

When you get in front of your prospective market, don’t dwell on how great you are or how you’re an expert in whatever field.

Emphasize what’s in it for them.

Greater mobility, playing golf, or enjoying the grandchildren…

Less pain…

Success and healing are both so formulaic…

Literally, getting their freedom or their life back…

You have to sell the benefits of your treatment, not your expertise.  Always make sure that your top priority in marketing, initially, is answering the patients all important “What’s in it for me?”

Don’t Forget The Power Of Referrals

Referrals can be an invaluable resource for building your practice.

The art of getting referrals from other professionals takes time to develop but if you learn to foster and develop relationships between your practice and referring practices, you will reap the benefits for years to come.

If you get referrals from another practice or specialty, always make those patients a top priority.  See them when it’s convenient for them and do it as quickly as possible.  If you develop a reputation for giving top notch care to the referrals you receive, your fellow practitioners won’t hesitate to send you more patients.

And always, always thank the referring doctor for every patient they send you.  And don’t forget your referring doctors’ staff members.  They are often overlooked but many of the referrals you receive will really come from a referring practitioner’s front desk staff.  They’re the ones who hand out your card, give people your web address, or even call to setup appointments.

It has taken years for you to become a specialist.  And you expended the time and effort in your particular specialty because you knew there were people out there who needed your help.

They are your target market.

You have a priceless opportunity to help your prospective patients and grow your practice into a thriving concern all at the same time.

Go where your patients are, show up in their web space and social media, at your live events be sure to tell them what’s in it for them, build your enormous referral network and you’ll be well on your way to living and practicing by design.

And when you are ready to expand your horizons even further, go to or call me 24/7 at 781-754-0599 John

Slashing Private Practice Revenues

Look who's cutting your income stream now...

June 1st almost here, if you Practice in the USA, both CMS and some private insurers will attempt to welcome you back after the long weekend by potentially slashing your reimbursements.

It could be huge hit if you are unprepared.

And, its not just DCs…

This week, we’ve heard from several MDs looking at our approach to help them transition as well. We talk to members of health care in almost all professions now who are fast deciding there has got to be a better way to live and practice than what the rank and file might tend to accept.

But, if you have been paying attention to us, saying “NO” as review companies disguised as agents of “Change” attempt to slash reimbursements by insurers you’ve had decent relationships for years, you’re doing better than ever! You’ve prepared your patients that they’ll be paying more to stay healthy starting Tuesday.

Well finally, this will be a turning point.

Its either stand up and just say “NO” as my staff has for weeks, even as executives are actually begging us to stay on as providers.

OR, you continue to develop the powerful private practice and rich, rewarding personal life you deserve. By providing the services patients want, need, and can not get in any other office around you.

And as our doctors are finding out, this approach is emotionally and financially liberating. Teach patients your reasons why and most of them get it.

Be silent, and…well lets not go there.

I salute you as you move forward and welcome the opportunities to help you!

For More info, CALL us ASAP  @ 781-754-0599 or go to Perfect Practice Web

From a very concerned patient…National Health Plan?? – please read

Subject: National Health Plan?? – please read

Something I felt the need to pass along –
Please forward this to anyone you can think of, Republican or Democrat.Now, onto the doctor’s digest of the bill. If you read anything this year, read this:

The healthcare bill that Congress seems intent on passing is far worse and Orwellian than anything you might have imagined. I am not trying to be histrionic, the way people often get over just about anything. This is life-altering and, unlike most pieces of bad legislation, we will never be able to go back. A doctor (who is a friend of someone I know) has taken the time to read the 1000 page+ bill, something I don’t think a single politician has bothered to do. (Yesterday, John Conyers, a big proponent, actually said this:

“What good is reading the bill if its a thousand pages and you don’t have two days and two lawyers to find out what it means after you read the bill?” You can’t make this stuff up.) This doctor has done the work so we, as citizens, don’t have to all sit down and read the entire thing ourselves. What he found is
frightening in the extreme.

But before I get to his comments, let me disabuse you of one common lie about healthcare: that 46 million Americans are uninsured. Once you remove illegal aliens, the young or well-off who choose to self-insure, and those who are only
lack insurance for temporary periods (less than a year), the real number is closer to 8 million.

Please read what’s in the bill below. After you have read it, I hope you feel the need to call, write, or email your elected representatives. It’s effective, even if you know they won’t likely vote your way. To email, just type the politicians name into your browser, hit the first link, and then hit “contact.” If we can’t be bothered to stand up to something like this, then we truly deserve what we get. The whole process takes maybe 5 minutes.

The citings below are from the proposed house version of the healthcare bill.

[There is a link below to determine who your representatives are in the US House and US Senate. Please take a few minutes in the next day or say and call them to express your displeasure with this bill. Also, please forward this to your friends and ask them to do the same.]

BTW, I saved the best for last.


* Page 16: States that if you have insurance at the time of the bill becoming
law and change, you will be required to take a similar plan. If that is not
available, you will be required to take the govt option!
* Page 22: Mandates audits of all employers that self-insure!
* Page 29: Admission: your health care will be rationed!
* Page 42: The “Health Choices Commissioner” will decide health benefits for
you. You will have no choice. None.
* Page 50: All non-US citizens, illegal or not, will be provided with free
healthcare services.
* Page 58: Every person will be issued a National ID Healthcard.
* Page 59: The federal government will have direct, real-time access to all
individual bank accounts for electronic funds transfer.
* Page 65: Taxpayers will subsidize all union retiree20and community organizer
health plans (example: SEIU, UAW and ACORN)
* Page 72: All private healthcare plans must conform to government rules to
participate in a Healthcare Exchange.
* Page 84: All private healthcare plans must participate in the Healthcare
Exchange (i.e., total government control of private plans)
* Page 91: Government mandates linguistic infrastructure for services;
translation: illegal aliens
* Page 95: The Government will pay ACORN and Americorps to sign up individuals
for Government-run Health Care plan.
* Page 102: Those eligible for Medicaid will be automatically enrolled: you have
no choice in the matter.
* Page 124: No company can sue the government for price-fixing. No “judicial
review” is permitted against the government monopoly. Put simply, private
insurers will be crushed.
* Page 127: The AMA sold doctors out: the government will set wages.
* Page 145: An employer MUST auto-enroll employees into the government-run
public plan. No alternatives.
* Page 126: Employers MUST pay healthcare bills for part-time employees AND
their families.
* Page 149: Any employer with a payroll of $400K or more, who does not offer the
public option, pays an 8% tax on payroll <>BR * Page 150: Any employer with a
payroll of $250K-400K or more, who does not offer the public option, pays a 2 to
6% tax on payroll
* Page 167: Any individual who doesn’t’ have acceptable healthcare (according to
the government)20will be taxed 2.5% of income.
* Page 170: Any NON-RESIDENT alien is exempt from individual taxes
(Americans will pay for them). THIS ALREADY HAPPENS
* Page 195: Officers and employees of Government Healthcare Bureaucracy will
have access to ALL American financial and personal records.
* Page 203: “The tax imposed under this section shall not be treated as tax.”
Yes, it really says that.=2 0
* Page 239: Bill will reduce physician services for Medicaid. Seniors and the
poor most affected.”
* Page 241: Doctors: no matter what specialty you have, you’ll all be paid the
same (thanks, AMA!)
* Page 253: Government sets value of doctors’ time, their professional judgment,
etc. BTW, they do this to an extent now.
* Page 265: Government mandates and controls productivity for private healthcare
* Page 268: Government regulates rental and purchase of power-driven
* Page 272: Cancer patients: welcome to the wonderful world of rationing!
* Page 280: Hospitals will be penalized for what the government deems
preventable re-admissions.
* Page 298: Doctors: if you treat a patient during an initial admission that
results=2 0in a readmission, you will be penalized by the government.
* Page 317: Doctors: you are now prohibited for owning and investing in
healthcare companies!
* Page 318: Prohibition on hospital expansion. Hospitals cannot expand without
government approval.
* Page 321: Hospital expansion
hinges on “community” input: in other words, yet
another payoff for ACORN.
* Page 335: Government mandates establishment of outcome-based measures: i.e.,
* Page 341: Government has authority to disqualify Medicare Advantage Plans,
HMOs, etc.
* Page 379: More bureaucracy: Telehealth Advisory Committee (healthcare by
* Page 469: Community-based Home Medical Services: more payoffs for ACORN.
* Page 472: Payments to Community-based organizations: more payoffs=2 0for
* Page 489: Government will cover marriage and family therapy. Government
intervenes in your marriage.
* Page 494: Government will cover mental health services: defining, creating and
rationing those services.

The best of the best:

* Page 30: A government committee will decide what treatments and benefits you
get (and, unlike an insurer, there will be no appeals process).


* Page 354: Government will restrict enrollment of SPECIAL NEEDS individuals.
Can’t wait for them to decide only blue-eyed and blond haired people deserve
* Page 425: More bureaucracy: Advance Care Planning Consult: Senior Citizens,
assisted suicide, euthanasia?
* Page 425: Government will instruct and consult regarding living wills, durable
powers of attorney, etc. Mandatory. Appears to lock in estate taxes ahead of
* Page 425: Government provides approved list of end-of-life resources, gui
you in death.
* Page 427: Government mandates program that orders end-of-life treatment;
government dictates how your life ends.
* Page 429: Advance Care Planning Consult will be used to dictate treatment as
patient’s health deteriorates. This can include an ORDER for end-of-life plans.
* Page 430: Government will decide what level of treatments you may have at

‘I like his stuff but I hardly know this guy…’

‘I like his stuff but I hardly know this guy…’

Jes is hearing this more and more from docs around the country, who is this guy on Nantucket, Marthas Vineyard, Washington one week, then tooling around on the Bimmer?

This guy is me, a 54 year old with a 12 year olds passion for motors and baseball.

I’m the guy who pioneered the no bull way to run private practices.

Look, here’s the real deal I have never shared publicly.

5 years ago, I became instantly disabled, had to close my second office I had recently opened.

For 9 months, every movement was constant pain. During this time, I showed up in the office as the coach, every day except for the hospital admission. Spent half the days or more, between MRIs, EPs, neurosurgical and neurology consults on my back, in my office. More on that another time.

My associate doc who I pulled from the second office worked with my coaching using my systems, seeing most patients.

My practice did not drop. Not a beat! In fact, my disability insurance company ultimately gave me a real hard time because my practice income stayed up!

Why you ask? Because the real power in practice, and yes indeed life, real freedom, is in the impeccable sytems.

Now, you too can learn all of this, practice it, end up free and financially independent like our successful member docs.

Or miserable and unfulfilled in one of the greatest healing arts. It pains greatly when docs call me with those stories.

If you are ready, the teacher has appeared.

Pick my brain or just introduce yourself on Special Call in Day (781-659-7989) this Wednesday 8/5 1-2 PM EST.

I’ll take my helmet off long enough to answer your questions, first come. 5 mins max.


Watch More from the seat of my R1150RS to learn about the NO BULL way to run your life and practice…

Then Go To

Have a Great Day!


It’s now or never: Fixing Healthcare with Common Sense

Fixing HealthCare with Common Sense

What it will finally take is anyone’s guess. Our candidates for public office are great at talking a good game, and oh what a show Wednesday on ABC promises to be, but what ultimately it will take is a combination of “Common Sense” (written in 1776 from Founding Father Thomas Paine*) and a return of major corporate ethics, with effective, consumer driven oversight and simplified regulation.

Assuming we keep a private, free enterprise system, lets finally put the consumer in charge, just like with other types of insurance. Lets simultaneously expand HSAs and FSA programs and benefits to further breed responsible healthcare consumption.

It is likely the best solution, easiest to implement without burdening us with bigger government. I say let companies like Geico, Progressive and others that market auto insurance direct to consumers into the ring. Let consumer choice drive them to cut costs by uncoupling dollars from non-benefits payment. Give them simple rules to follow, nationwide, exempt from state lines. This could be huge, and would not take any dismantling of our major delivery systems.

Remember, Medicare runs on 4% administrative overhead, but currently private health insurers are closer to 25%. Much of this goes to the questionably ethical profiteering of extreme proportions, exorbitant salaries for executives and contributes to ridiculously poor provider reimbursements.

And, how about adding return of premium benefits to reward the healthiest while not penalizing the seriously ill. This is a tremendously powerful idea that would reap huge benefits for the consumer. It’s already done with disability and some other types of insurance and mutual insurance companies regularly pay dividends to payees. So, Lets make sure that some of insurance premium dollars can be returned if consumers stay healthy.

Lets also finally de-link health insurance from employers and employment benefits once and for all. This has been an absolute catastrophe. Even the Boston Globe recently acknowledged this. The extreme burden on US businesses of all sizes from health care premiums is well known. The trickle down benefits to business, like the automakers, municipalities and others could also be a huge economic stimulus.

Uncoupling health insurance benefits from employment would make consumers ultimately more fiscally savvy and responsible. This could quite likely increase their wages simultaneously as employees would now purchase all benefits outside of their work. Uncle Sam can help with deductibility and tax exemptions, maybe larger in the beginning to help foster the transition.

I also believe that there should be real consumer dollars available for CAM (Complimentary and Alternative Medicine) that can be used in the treatment of our most common and non-life threatening disorders especially if the consumer does not utilize more expensive traditional pathways for the same condition. Back pain and headaches are two very real examples that both happen to be still the most common reasons for doctor’s visits, and are at least in part linked to stress and unhealthy lifestyles.

This mechanism alone would foster consumer education to choose their own healthcare pathways with taking an additional financial hit in addition to premiums.

Any effective system must simultaneously provide equitable reimbursement and other incentives to all licensed doctors of all disciplines as well as ancillary providers for our society to keep great healthcare providers in the system.

This must include simplified reimbursement schedules, equal across the professions for identical procedures. I strongly favor a diagnosis-based system with utilization review only for those cases outlying the norms. This could be a technological piece of cake with a national electronic healthcare database for all Americans.

Of course, there are other issues that need to be simultaneously addressed. These include malpractice provisions (some experts suggest in a separate healthcare “court” in addition to capped awards). Better awareness of poor outcomes vs. malpractice by society at large would really help as well.

Drug costs, competition and widespread availability of tested alternatives to prescription drugs all need to be handled. Again, a consumer driven Wal-Mart type of distribution may be what already does it.

So, how can we help? Lets make sure we educate ourselves first and foremost as to what’s wrong with our current system and push our lawmakers toward better consumer choices. Take a real hard look at their differences on these topics when you vote and support any politician, as some are huge. Let your patients know who these consumer friendly elected officials are in your area are too.

Utilize cost effective preventive screenings in your practice, and advocate the same for our families. Lets make sure we teach our kids and our patients all the rewards of better health choices like non-smoking, stress management, diabetes prevention, relationship choices including illicit drugs and sexual behavior, and permanent weight control.

How it will all turn out is anybodies guess. I continue to be as vocal about these issues with my patients and community, and urge you to do the same.

Not Unlike Thomas Paine did over 200 years ago.

(*Society in every state is a blessing, but Government, even in its best state, is but a necessary evil; in its worst state an intolerable one: for when we suffer, or are exposed to the same miseries BY A GOVERNMENT, which we might expect in a country WITHOUT GOVERNMENT, our calamity is heightened by reflecting that we furnish the means by which we suffer.)