Chiropractic has extraordinary value.
How much would someone pay for an opportunity to express optimal health, function and well-being?
Some thousands of dollars, while others none at all.
That is because value is determined on an individual basis. And as Michael Poundstone pointed out in his book Priceless: The Myth of Fair Value, people are often not even conscious of the value they assign to objects and services.
Chiropractic is for Everyone?
We’ve all heard it from the stage and most of us have said at some point (I certainly have) that “chiropractic is for everyone.”
Sure, everyone could benefit from chiropractic but does everyone want it?
Not in my experience.
You see, someone who smokes three packs of cigarettes, never exercises, eats like crap and generally does not take care of himself is probably not going to value chiropractic. Yet we often bash our heads in trying to save those that don’t want to be saved.
That makes no sense from a professional perspective or a business/marketing one either.
Establishing the value of chiropractic for your practice members lies in connecting your service to the things and people they love in life. If they don’t value their health or the health of their family, they probably won’t value your care. But on the other hand, if the person in front of you is like most people and does value those things, the process involves building the value by connecting the dots and helping them see the opportunity, potential and value chiropractic will bring to their lives.
Communicating Chiropractic’s Value
Communicating chiropractic’s value can be challenging as well as frustrating at times. If you have limiting beliefs or have difficulty discussing money it can be even more so.
I use to avoid doing financial consults because of my own fears around money. Ultimately I did not value myself, chiropractic or the amazing value that the care I am providing offers. I also did not consider just how valuable the education I received was to be able to provide that care. After all, it cost me $100,000 just to get a piece of paper that guaranteed me nothing.
Start valuing yourself and your care and people will start valuing it as well.
You Can’t Communicate the Value of Something You Don’t Own
If you don’t own this thing called chiropractic by intimately understanding the scientific and philosophic nature of vertebral subluxation AND how to artistically remove its presence from your practice members, chances are very poor that you will be able to communicate that value effectively.
Instead you have to resort to techniques and gimmicks instead of coming from a place of competent authority. People can smell this out a mile away.
You don’t have to beat them over the head with scientific jargon they don’t want or understand, but do make sure you understand it well enough to present the value effectively.
It is not a sign of weakness to admit you may need more knowledge and training. In fact, we should all be constantly striving to deliver a better adjustment and improving the state of our knowledge and technical skills as a profession.
This article going deeper into communicating chiropractic has more tools to do so, but in the meantime you can increase your knowledge and confidence by reading and supporting one of the only journals dedicated to vertebral subluxation.
If you’re looking for a great tool to help communicate the value of your care, our chiropractic is… about value brochure is designed to stress both the monetary value of regular chiropractic care, link that value to the things your practice members value most in life, and emphasize that your office specializes in this type of care as evident by the many others that choose this option.
Steve Tullius, D.C., ACP
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