CHIROPRACTIC THRIVAL GUIDE

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Welcome to CLA’s CHIROPRACTIC THRIVAL GUIDECatch your breath! You’ve made it this far proving you have mastered the necessary SURVIVAL strategies. Now it’s time to shift gears and focus on a THRIVAL approach that can help you capitalize on the new world order.

The first deadly sin of the new era! Looking in the rear view mirror for answers is not an effective strategy. The old days and old ways are done and gone. The new order is confusing yet dynamic and full of opportunities. A great mentor and teacher of mine, Nathaniel Branden, started the “Self Esteem” movement. He suggested that we all look over our left shoulder and then he would ask the question, “Do you see the cavalry coming?” Sadly the answer is always NO.

It was a reference to self responsibility, one the six pillars of self esteem. NO ONE is coming to save you. Not the government, not the epidemiologists or even the coach gurus. It is on your shoulders to carry on and take responsibility. That’s OK because you didn’t reach this point in life without embracing a HUGE amount of personal self esteem. It’s in you to succeed. This will likely require you to make a

20-30 degree shift in your procedures and policies rather than a full 180 to make the new era work for you. 20-30 degrees is do-able. You can get behind that, right?

That’s why I’m sharing some views and strategies that have worked for myself and a multitude of CLA clients. Finding or reacquainting with your North Star setting and redefining how you align to it is the best starting point for THRIVING vs. simply surviving. Catch your breath! You’ve made it this far proving you have mastered the SURVIVAL strategies needed for these changing times. Now it’s time…

CLA has a long history of supporting Chiropractors and helping them manage the ups and downs over its 30 year history. This pandemic has been an interference in the chiropractic practice world but we are confident that our clients are on the leading edge and to maximize the upcoming practice growth potential.

This THRIVAL GUIDE introduces you to the most important strategies which we define as the Three R’s: RELEASE, REORGANIZE and REVITALIZE.


RELEASE (Step 1 of 3)

A CLA Guide to Prioritize which Financial Habits are Holding you Back

The economic theme these days is survival and so the strategies that are being implemented are focused on relief. In a THRIVAL economy that focus needs to shift to RELEASE. It’s up to us to release ourselves from the habits that hold our practices back.

We need to create space to grow and so if tolerations get addressed, we give ourselves a chance to break free from these nuisance habits.

Exercise: Below is a list of ten of the most common financial potholes we see regularly in practic-es. There are likely hundreds to consider, but let’s start with this manageable list. First, check the ones that you know are worth changing in your practice. Second, check out the possible solutions I’ve recommended on page 2. These are best practices that worked for myself and hundreds of other CLA clients.

Remember: This is a checklist for your future thrival. Be ruthless and commit to making changes.

☐ I tend to plan care around insurance and symptoms☐ I do not use re-exams☐ I tend to give away re-exams away for free☐ My patients pay for single visits☐ I discount individual children’s care☐ I do not offer family plans☐ I am not leveraging my staff☐ I tolerate my accounts receivable ☐ I do not have a marketing budget☐ I rent out office space to other professionals (massage therapists, acupuncturists, etc)

Let’s review your answers!If you check 1-2: Bad financial habits are a slippery slope. Start by being open to make a change. Re-view our recommendations on Page 2 to start exploring your options.

If you check 3-6: It’s easy to get locked into poor financial habits, but over time these can cause a ma-jor strain on your practice. The first step is knowing your options before it’s too late. These habits can lead to front-loaded offices, the constant need for new patients, low-income, and more. Start making a shift by reviewing the recommendations on Page 2.

If you check 7-10: There is an easier way - and the great news, you do not need to reinvent the wheel yourself! Start by reviewing our recommendations below, and then commit to learning, training, and mentorship. We have ample resources to help you make massive changes that will yield great results.


1. Planning care around insurance and symptoms: It’s time to future proof your practice by fo-cusing on improving function instead of focusing on the subjective outcomes of how they feel. Symptoms bring people to the door but showing how the stress in their lives actually” stains” the nervous system moves the message to functional outcomes.

2. Not doing re-exams: Re-exams are the lifeblood of care plans. Once you set a plan in place, re-exams allow you to re-report. These re exams/reports are a huge opportunity to build reten-tion and referrals.

3. I tend to give re-exams away for free: They are immensely valuable. Build the price into a care plan and DON’T use them as a reward for patients staying on track.

4. Paying for single visits instead of planning care: The best clinical and practice strategy is to book care from exam-to-exam. That’s a block of care that can include the cost of a re-rexam. Consider recommending multiple blocks of care. Single visits push the message back to symp-tom care.

5. Discounting individual children’s care: Why “ charge by the inch”? It takes advanced skills and twice as long since you need to adjust the child AND keep the parent informed. If it’s an individual child under care, present a multi-visit care plan as you would any other adult patient (I don’t think dentists or pediatricians charge less for kid’s care)!

6. Not having a family plan: Most families are looking for affordable care. Having pre-set plans allows them to budget and allow your services to be available to everyone: Make plans that support your vision and your economic reality.

Recommendations from Dr. Fletcher


7. Poor staff efficiency: Having a team is fabulous; when you need it. I believe each office can grow into leveraging specialized CA’s, for example, there are CA’s who focus solely on billing, tech, and office management. High-tech, successful offices who use scanning for objective findings, have their tech CA’s cross trained to perform exams and streamline the patient expe-rience.

8. Tolerating accounts receivable: Far too often, the A gets out of hand. That is a clear signal that the doctor has a diminished perception of the value of the care being delivered. Using objective data and tracking patient progress injects new certainty into every team member. You get paid immediately for that certainty instead of becoming someone else’s bank.

9. Not having a marketing budget: Every business revolves around sales and marketing. A prac-tice is a business, and you are selling care plans. It’s time to market inside and outside of the practice to attract new patients. Practices who future proof them-selves typically leverage scan-ning to have a visible presence in the community and serve as an authority on stress. Whether it’s outside screenings or inside healthcare classes, you have to be marketing!

Managing the practice over-head by bringing in discon-nected renters: We see this so often. To decrease the over-head, chiropractors rent rooms or other space to independent practitioners or allied health providers that are not fully in sync with the owner’s vision. This can create long term turmoil for short sighted financial gain.The ideal way to ensure a great re-lationship is have the contactors trained to send their clients to be scanned in an examination so there is a neutral consistent approach to all care in the office. This way everyone under the same roof is pulling in the same direction.

The INSiGHT neuroTECH was designed to make it easy for docs to make a critical shift in their practice. With over 20 instant patient reports and the CORESCORE, you can be set-up to scan and inter-pret in less than one day!

The Ultimate Solution - Setting the Standard of Care Worldwide: INSiGHT Scanning & Reporting

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REORGANIZE (Step 2 of 3)

A CLA Guide on How to Create a Critical Shift in your Practice

When you are transitioning from survival to thrival mode you first have to create some space in your life and your practice. That was the idea behind the “Release” exercise you completed in Step 1. The idea was to begin by releasing older and ineffective financial habits. Now it’s time to fill that space and take the next step which is to Reorganize. This is an essential part of rebuilding your systems to be more ef-ficient and actually more fun to play in every day. Reorganizing is like taking care of a cluttered closet. Once you finally get to it, it feels GREAT and it sets you up to explore the final R of this thrival sequence which will be to re-vitalize your brand. There are FOUR areas we will want to explore to reorganize.

Reorganization begins with focusing on your PERSPECTIVE and COMMUNICATION. Every-one’s survival strategy is to keep things in perspective. During the initial stages of the pan-demic everyone’s survival strategy was to try to keep things in perspective. We developed an armour to cope with the strange times around us. Now as we return to the office and it is im-

portant to make certain that we let down our guard and make the visit very patient centric. Put the fo-cus on them. This is not the time to talk about YOU. The important person in this dialogue is the one on the table. They need a “Big Ear” to hear their stress and traumas and their prod solutions! Ask ques-tions with empathy and answer with certainty. Ask them what solutions they came up with to manage boredom. What did they do to de-stress? Was physical exercise part of the routine. How about quiet-ing the mind? What did they learn about themselves and their perspectives on health, wellness and their strengths and potential? All of these questions lead to a solution which is to remind them that a finely tuned and well balanced nervous system is their best ally. Who better than a chiropractor to help restore the body and nervous system to its functional best. With a clear nervous system, these crazy times can be processed innately so that fear and doubt don’t become the new dominant perspectives.

A second category to focus your reorganization on is SCHEDULING. When the flag drops and the people start finding their way into your office again, you want to be prepared to give them time to tell their story. We just mentioned the “Big Ear” listening strategy and so, it will add a couple of extra moments to a visit. This is not the time to race to the next table before the

conversations are complete. People have been missing their human and chiropractic connection time. Buy yourself an extra few moments. If you traditionally schedule X visits/15mins, consider X-1 or X-2/15mins until the wave of re-activations has worked its way through the system. Train with your team to choose the nurturing words to comfort people. Offer compliments wherever you can and al-ways invite them to see the future with chiropractic and with you.

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An absolutely critical reorganizational step is focusing on RE-EXAMINATIONS. In any clinical practice setting we are trained to re-exam after any trauma. Imagine the dislocation and “trau-ma” each of the people on the table have been through! Resetting the care plans and reset-ting the relationship begins with a re-exam and report the INSiGHT scanning technology is

perfectly designed to build a stress profile for each and every patient. By looking deeply into the performance of the nervous system, you can re-define your care and help them re-define their health perspectives. They have learned that medicine is at its limited best in emergency care. Our role is to focus on restoring and keeping everyone at their functional and adaptive best. Implement objective data, like scanning, that produces a metric to help everyone stay on the same page and allow you to set goals that patients can agree to.

The final reorganizational strategy is to focus on REFERRALS. Everyone has witnessed the distress that the COVID-19 crisis has triggered in their family members, children, neighbours and colleagues. Now is the time to invite everyone to refer to their circle of friends and family to be checked for vertebral subluxations and stress (ideally assessed with an INSiGHT scan). It

couldn’t be a simpler and more powerful time to open your doors to allow people to refer. Be prepared with information to hand out. Train with your team to let the practice members know you are opening your doors to referrals. Create a special offer for new patients. When we get the all clear on social dis-tancing, put people in a room or in your reception area and tell your story. These social gatherings will generate amazing referrals and stimulate new patient attraction.

Reorganization is actually a fine tuning process. Most, if not all of these strategies are well known and well used. The key, however, is to focus on them as rebuilding tools and to commit to making them the habits that define your excellence in practice. This excellence forms the foundation for revitalizing your branding. In Step 3, of this thrival sequence, I’ll take you through the revitalization branding pyramid.

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REVITALIZE (Step 3 of 3)

A CLA Guide on How to Adjust your Message to Attract and Convert New Patients

Each year, hundreds of docs invest in technology or products as “the next best” thing to get more patients through their door. They redo their websites, invest in ads, buy platforms that text message, or specialize in email automation - and while all these are great, they aren’t powerful enough to make a critical and permanent shift in your practice. There are five areas in the Brand Revitalization Pyra-mid Paradigm below. To utilize this correctly, you want to start from the bottom and work your way up though each layer. When steps are taken out of order, the pyramid becomes shaky at best, and worst will topple over. Follow the recommendations in each step to find out how successful brands work to create long lasting, impenetrable reputations.

Work through the steps in the following pages to start utilizing this paradigm.

Have a strong foundation

Create support systems

Know the plan for your services

Present your brand

Communicateyour message


Team Activity Are you looking for something to unite and bring your team closer together? Work through these steps on this individually or with your team.

Step 1: Have a Strong Foundation

What drives you? Your company’s purpose, values, and mission must be clearly defined before trying to conquer an ever-changing, cluttered marketplace. People want reliability and credibility in long-term relationships, especially when those relationships are all about their future health. By providing a con-sistent message through all levels of your intake process you will set yourself apart and always deliver on your word. Invaluable.

Exercise: Get clear on what you stand for.

Company Mission: Company Purpose: Company Core Values:

Step 2: Create a Support System

It is critical to have clearly defined rhythms, systems, and policies around how you leverage your team and patients. All of these should contribute to how patients experience your care, and the efficiency of your team.

Exercise: Define what rhythms and meetings in your life are necessary to keeping you account-able to fulfilling your company mission

Check what technology can you leverage to streamline your processes. This list includes examples that many successful chiro offices use.

☐ Email with custom domain☐ Website ☐ Email Marketing Platform/CRM☐ Patient text and scheduling platform☐ INSiGHT Scanning technologies ☐ Digital filing ☐ Electronic Health Records ☐ Care Plan Generator ☐ Review platform

Step 3: Know the plan for your services

Having a concrete plan for your services allows you to strategically plan ahead and grow your practice intentionally.

Exercise: What are your fees for new exams, re-exams, and family plans?

What care plans do you offer? What do you have in place to make sure your patients are referring your services?

Step 4: Present your brand

Presenting a brand is more than a website or marketing collateral. It is setting the standard for how your product or service is absorbed by hundreds or even thousands of families in your community.

Exercise: List all of the chances people have to come into contact with your message / brand (Tip: don’t forget things like your reception area, your exam room, your sign, your intake paperwork).

Review each of the things you listed and verify they align with the work you listed in Steps 1-3.

Step 5: Communicate your Message

When the four previous steps are complete, you are now ready to get out and market your message over and over again.

Exercise: List what opportunities you have to market your practice. Think outside the box! Imag-ine health and wellness classes in your office or screenings and health fairs in the community. What about corporate lunch and learns? Creating an even bigger buzz happens when you include the WOW factor of digital examination technologies.


Email & Text Reactivation ScriptsNeed some ideas for how to reach out to your patients? Here are some ideas for Email and Text Reactivation Scripts that will get you started on bringing patients back!

Email Reactivation Sample

<<Patient First Name>>

How are you doing?

We sincerely hope that you and your family are staying strong and healthy.

We’ve been focused on helping our patients manage their stress and so we are planning ahead to get your spine

and nervous system (spinal alignment and tension) tested . We’ll be able to find out how you and each family mem-

ber is adapting to stress. (Our precision technologies will calculate your “stress score” so you can plan your future

wellness path).

Did you know that chiropractic care is designed specifically for releasing tension from the spinal nerve connections

which naturally improves your ability to adapt? Who doesn’t need more of that these days.

We are available at convenient and specific times and are ready for you!

Call XXX and we’ll get your stress levels checked. (or get your spine and nervous system adjusted)

Yours in Health,

<<Doctor Name>>

Text Reactivation Sample• Put stress in its place! Chiropractic unlocks your tension and allows the ahhhh’s to flow• Begin to unwind. Get your spine in line• Reconnect to your inner strength with chiropractic You were designed to adapt• Adjust your attitude and your spine! XXX Chiropractic is ready to support our community• Sitting is the new smoking! Let’s get your spine moving again. Get adjusted. Adapt and GO!• Your nervous system needs a tune up after all of this! We’re here to help you adapt to the new reality• Planning on thriving or just surviving? Let’s check and adjust your perspective. Visit XXX Chiropractic• Thriving will be the new direction. Medicine helps you stay alive. Chiropractic helps you thrive. Focus on

the future XXX Chiropractic• Adapting means adjusting to the new reality. Good thing Chiropractors are trained to check and adjust!

Contact XXX Chiropractic and learn more about being tested with the adaptation station


Our mission is that every chiropractic office has INSiGHT™ Technology at the hub of their practice to create a standard of care for chiropractors to measure and communicate their results with certainty.

CLA’s Mission and Core Values

When you invest in us, you invest with a team that is made up of experts who are:

702-848-SCAN (7226) or [email protected]

CLA provides scanning technologies that introduce chiropractic as it is meant to be. There is no better way

to showcase your office than to do community and corporate screenings.

Contact CLA today to find out how easy it is to use the neuroTECH, the CORESCORE, and other

precision instruments in your practice

CHIROPRACTIC THRIVAL GUIDE

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