You
Spinal care class lots of doctors would like to be able to give spinal care class and lots more doctors
Have given spinal care class for a while then quit because it wasn't successful
They couldn't get people there or people didn't sign up as new patients and still more doctors are giving spinal care class
And are having no results at all as far as new patients are concerned
And you know that's too bad because done right spinal care class can be very successful
And can be probably your largest source of new patients
Let me explain to you my story and maybe by telling you two or three minutes of my story
You'll feel comfortable that you can give a spinal care class too
In this tape we not only want to teach you what you can do as far as doing a spinal care class
But we want to give you the desire to do a spinal care class because you know it'll work
Here's my story I had a management consultant tell me to do spinal care class
So I went home and started doing spinal care class immediately
And for three and a half years I did spinal care class as I was taught
And for three and a half years I got absolutely no new patients from spinal care class
One night after spinal care class on a Wednesday night I called a good friend of mine Mike Ensharik
I said how have you been doing he said great he said I had 23 new patients sign up at spinal care class this week
I said 23 that's amazing said that is great
I went to spinal care class two nights later and gave it again and had absolutely no one sign up
About a month after that Mike called me and he said I had another good spinal care class
I had 18 people sign up I said that's wonderful how are you doing that
And he explained it but as you know since you bought the video already
You can't listen to someone over a phone and know how to do spinal care class
About two months went by and after a couple more months Mike called me all excited
He said this was my best night he said I got 36 new patients from spinal care class
I said that's wonderful I said how many of those people actually become patients
And he said about 90 percent I said how often do you give spinal care class
And he said once a week and when I heard that I just couldn't go back into another spinal care class
And give a class and get no one again as I had done weekly for three and a half years
I had given spinal care class every week with the exception of the two weeks around Christmas
For three and a half years and as far as I know never got a new patient from spinal care class
Of course I was doing them wrong and I never asked for new patients
So as a result I went to Michigan and visited Dr. Hincharek the next week
And I was there all day Monday and I watched him talk to patients about attending spinal care class
I saw the tenacity that he used when he firmed up their appointment at spinal care class
That night after the clinic closed I watched him do spinal care class
And sure enough at the end of spinal care class the people got up they left
And he signed up about 16 or 17 new patients and I thought I got to start doing this
So I asked him if I could videotape his class we videotaped his class the next week
He sent me the tape and I studied it and after I studied the class for one week
I went in and gave a spinal care class very similar to his in fact I would say exactly like it
And the good news was I got seven people to sign up as new patients
After three and a half years I finally got a new patient out of spinal care class
You know this was exciting to me because I'm sure when Mike started he got four, five, six, seven new patients too
Everyone has to start somewhere
So we had four doctors in the clinic at that time and as a result I said I'll do the spinal care class for a while
I did the spinal care class every week during that time and I'd get half a dozen maybe eight or nine signups in spinal care class
Then after a period of time I said to one of the associates who was also a good speaker
Why don't you start doing spinal care class with me every other time?
And he watched the tape we had and he was able to do a good job in spinal care class and get just as many people to sign up
After a few more months we asked another young doctor that had joined the group to give spinal care class with us
He did, he got the same number of signups and then we had one more doctor who did not like public speaking
But eventually he took his part, we figured that we would get no signups during that time
It was great, we got just as many new patients when he gave the spinal care class correctly as when I gave the spinal care class correctly
And you know the good news is this, for you there is a proper way to give spinal care class number one
And number two anybody can do it
You see if Mike was the only person to do it or if I was the only person that could give spinal care class
You could say they do that because they're public speakers
But the truth of the matter is everyone who uses this approach does a good job in getting people to sign up for spinal care class
As a result this is what I want to do in the tape
I want to teach you exactly the right way to give spinal care class
And I'm also going to cover the three hurdles that keep us from being successful in spinal care class
Here are the three hurdles
Number one, you've got to get the patient to the spinal care class
How many of you have started to give spinal care classes in the past and quit because you didn't have anybody show up?
How many of you are afraid that even though you invite eight or ten new people that only one or two show up and you feel embarrassed?
So that's the first hurdle we've got to clear we've got to get people to show up
The second hurdle we've got to clear is that we have got to get people to sign up once they show up at the spinal care class
We've got to get them to sign up as new patients or if they are already patients we need to get them to sign up their spouse
Their children, their mother or father or their friends as new patients
The second hurdle is we've got to get new patients signed up as a result of spinal care class
And the third hurdle is that we have got to get the patients that are then signed up to come in for their first visit and become patients
So let's take the first hurdle first
How do we get people to show up?
Well the first thing I should say is don't worry about the fact that you may have a small class
When I started giving spinal care class I was so concerned that I'd call it a class and that only two or three people would show up
That I didn't even call it a spinal care class I called it a group consultation and then later I called it an extensive or an extended consultation
That way if only one or two showed up I could say I'm glad you came to this extended consultation
I didn't have time to do it during the day and I wanted to spend some special time with you
But you know that was my head space that made me think that I couldn't draw people to spinal care class
You can if you do it the right way
The other thing you should know is even if you have a spinal care class and three or four show up or even two
You should find comfort in the fact that the fewer people you have the higher proportionate number of new patient sign ups you get
That is if I had a spinal care class and had 20 people in the room I'd be happy to get 20 sign ups from that spinal care class now
If I had a spinal care class and only had two people in the room I'll bet you that it would be a lot easier to get four new patients
From those two regular patients that we already have
So in other words the lower your number of people in the class the higher the proportionate number of new patient sign ups per person
So don't be concerned if you have only two or three or four in the spinal care class
If you have three people in spinal care class and they each sign up a person or two and you end up with five new patients
Isn't that worth it for an hour of work? I'd say it certainly is
Now let's talk about some basics of spinal care class let's cover the who, what, when, where, why and how much
Who should attend spinal care class? Well every new patient should be required to attend spinal care class
I realize that one of the things you're going to say to me is what happens if people are working during that time
Or what happens if they're on call or what happens if they have a swing shift
Let me tell you if you believe in the concept of spinal care class you will have them attend
The rare few that don't attend will not be a factor in your practice
It's just as in advanced multiple scheduling when we teach advanced multiple scheduling in CATS management
Those doctors that don't believe in it come back the next month and say
Oh you know in our city it's different though we have so many swing shift workers so many people that are on call
I tried it and I could only advance multiple schedule 50% of the people
We get another client from exactly the same city treating similar type people
And he said that works out great and I say well what percent of the people can you advance multiple schedule
And he said all of them he said well there may be one or two occasionally that can't do it
And you know that's exactly how it is with spinal care class if you really believe ardently in spinal care class
You'll say how many I'll say to you how many of your patients attend spinal care class
And you'll say all of them well there may be occasionally one or two that don't make it because they work swing shift
But you see the who who should attend is first of all every new patient
Now if you've never given spinal care class before and you want your numbers to be there so to speak
I'd also suggest you put a poster up and invite some of your older patients
Or some of the patients that have been with you for a longer period of time
Because it's these good patients that believe in chiropractic that may be the most likely to come
And also will be the most likely to sign up new patients so that's who what what are you going to do in spinal care class
Well I'll cover this more extensively as the tape goes on but basically here's what you're going to do
You're going to have the CA introduce you you're going to go in and introduce the tape the tapes going to play
At the end of the tape you're going to make an emotional close you're going to give them an opportunity
To sign up for an exam you're going to dismiss the class immediately the CA is going to hand out packets
And sign them up and that's the entire sequence that we're going to use
So who all your new patients and maybe some old ones if you've never done it before
What you're going to go through a particular routine that works the same every time
When I would suggest that you give spinal care class on your busiest day
Now typically busiest days are Monday Wednesday and Friday in most chiropractic offices
Probably let's not do it on Friday so your spinal care class should be on Monday night or Wednesday night
Immediately after the regular patients are done being seen
So if you see patients normally till 530 you may want to start your spinal care class at 6 o'clock
That way the patients that need to come to spinal care class on that evening can be scheduled at 530
Some of them can be scheduled at 545 and you can begin your spinal care class at 6 o'clock
Who what when I would do it immediately after work by the way
Who what when where most of us do our spinal care class in our reception area
The area commonly referred to as the waiting room it's really the reception area where people are received
It's not where people are made to wait use any large room in your clinic
Some of my clients have a feeder system and they have a large adjusting room
Their tables are easily movable and they have their spinal care class in their adjusting room
I don't care where you have your spinal care class I do care that you adopt the attitude that I do have room
And I can have it done we have one client whose reception room is so small
That he can only get six people in it if he's not in there
And he says on his busy nights if he has five or six patients show up
He walks around and stands behind the C.A.'s desk and lectures to him out of the C.A.'s area
Because there's no room for him in this reception room
I have another doctor that does not have a large clinic at all
And as a result he rents out a room in an athletic club and has people attend there
I have another doctor who rents out a lower level of a savings and loan
A community center type area and he gives his spinal care class there
So remember you do have the ability to give spinal care class
Don't rule it out because of your facility
But typically we use the reception room who what when where why
The major purpose of giving spinal care class is to get new patients
Now we could say to ourselves well the real reason is to educate patients
And help them to get better faster that is also a major reason
But let me tell you as I will be mentioning and have mentioned in this tape
For three and a half years I gave it never got one new patient
And I'll tell you I've gotten new patients from them and I haven't gotten new patients from them
And all things being equal it's a lot more fun if you get new patients every time
Who what when where why get new patients
Obviously to also educate patients and to enthuse the doctor and how much
How long how long should we give spinal care class
Well the spinal care class does not have to have drinks it does not have to be cookies
It's not a social event to tell you the truth people have friends that are a lot more dear to them than you are
They have time that's valuable to them and so let's compress this spinal care class
I feel like a good spinal care class will be no longer than an hour
In fact I believe that you if you run over an hour and ten minutes
You are actually getting a diminishing return and you're getting less
Sign ups and less new patients for every minute you talk after that
Let's keep our spinal care class to an hour
Let's clear the first hurdle how do we get people to the spinal care class
The first place it starts is in the report of findings
The second day when the patient comes in and you sit down in your consultation room and give the report of findings
It's imperative that you be concerned about their attendance at spinal care class
It's imperative that you say to them your attendance is required
This is the phraseology that I use I say with someone who has a problem like yours
We accept the case only under certain conditions
Number one is that you stay with your schedule and number two is that you attend a special class
That we have for people that have problems in their back like yours
That class is given every Monday night you'll only have to attend once
It's only about 50 minutes long it tells you the do's and don'ts and what to do to get better more quickly
Now I'll need you to attend this Monday night do I have your commitment
Okay great so the first hurdle is crossed starting by a proper confirmation of their attendance
At the report of findings that's number one
The second way we cross that first hurdle is by having the CA firm up that appointment
If you advance multiple schedule the CA should sit down and say to the patient
Now the doctor wants you to attend spinal care class Monday night
I'll put that down on your schedule and it should be scheduled as a regular part of their care
The third thing you should do is the CA should give the patient a ticket to spinal care class
Now the ticket is actually a small ticket that you can buy either at Parker
Or you can get it through CATS management through us
It is a ticket that is perforated so that you fill out the spinal care class ticket and detach the stub
Now you staple this ticket actually you staple the stub to the travel card the patient's travel card
When the CA gives the patient their schedule she tears the ticket along the perforation
And hands the patient the ticket which is the admission to spinal care class
The stub remains stapled to the travel card
The fourth way you get people to attend the spinal care class is to have the doctor constantly remind them
As long as there is a stub on that travel card
If the person becomes a new patient on Tuesday that means on Wednesday, Thursday and Friday
If he comes in daily for the rest of the week
The doctor will remind that patient that Monday is spinal care class night
So that's important that he knows that Monday is spinal care class night
Now the fifth way that we get people to attend spinal care class is to schedule them for their adjustment
Just prior to spinal care class
We schedule them just prior to the spinal care class
So if your spinal care class is given Monday night at 6 o'clock
We suggest that you schedule all those people that need to attend spinal care class for their adjustment
At either 5.30 or 5.45 so that they'll be done with their adjustment
Can attend the 6 o'clock spinal care class and will not have to make two trips to your office
We have two more ways that we get people to attend spinal care class
As far as I know these aren't taught by other management groups or people that teach about spinal care class
But they've improved our attendance at spinal care class about 30%
Here's the most important one
You know the reader boards that you have in your reception room
A lot of them are made out of oak and have brass trim
And it says we thank the following people for referring patients to our office in the month of June
And then you list all the people that referred
That's a good idea for patient building
But a better idea in use of this board or getting another board
We use a board about 18 inches wide and two feet long, a reader board
And it is positioned right behind the CA's desk
So when the patient comes to sign in
Every day they come to sign in and every day they check out of our office
They see on a reader board that's facing them directly above the CA
A reader board that says the following patients are to attend spinal care class June 17
And it lists all those patients
Now if you're a new patient and you've come in on Tuesday
On Wednesday, Thursday, Friday, and Monday
You're going to see your name on that reader board
And you're going to know that we're serious about having you attend spinal care class
So by all means use that reader board because it improved our attendance probably 30%
And it will yours too
The last thing we do to get people to spinal care class
Is to place a poster on the front desk the day of spinal care class
So if your spinal care class is on Monday
You place a poster on the sign in desk, the CA's front desk
That says remember spinal care class tonight
Dr. Exum had his CA's wear little pins that had a smiling face on
That said we're happy because spinal care class is tonight
There are some ideas but if you follow all of these steps
All seven of the steps that we've outlined here
I'll guarantee you that you will have enough people at your spinal care class
Now you may ask how frequently should we have spinal care class?
Well if you have a low new patient flow
I would not hold spinal care class frequently
Here's the rule
If you have less than 25 new patients a month, hold spinal care class every two weeks
If you have more than 25 new patients a month, have spinal care class weekly
That will allow you to have an adequate number in the room
To make the other people and to make you feel comfortable
Now we've crossed hurdle number one
How do we get people to spinal care class?
Let's now cross hurdle number two
How do we get people to sign up at spinal care class?
Well the way you get people to sign up at spinal care class
Is all in the last 10 to 15 minutes of the class
You see here's the important information that you need to know
Most of us go into spinal care class
And we want to convince the patients that chiropractic is real
That chiropractic is true
That chiropractic works
That there's a good philosophy behind chiropractic
But you know the interesting thing is this
You can teach them logically everything you know
And it will not necessarily make them sign up
Here's why
Logic convinces people
But emotion draws people into action
And so if you have been giving a spinal care class in the past
And you've had all the charts and the plaques and things like that
That you need the flip charts or the tapes
And at the end you thank them and tell them that you believe in chiropractic
They probably do too
I believe that two and two is four
But it doesn't make me sign up for a math course
So the first portion of your spinal care class
Will be the portion where we talk about the logic of chiropractic
And show the do's and the don'ts and the supports
And the way to sleep and stand and lift
And other rules and how to do home care
But in the last 10 to 15 minutes of the spinal care class
It's extremely important that we cover an emotional story about chiropractic
And so the last 15 minutes closes this way
You tell them a very good story of something that has happened to you
Or to one of your patients
That is one of the most successful chiropractic stories you've had
Tell the story with all the emotion that you feel
And that you felt when this success actually happened
Then at the end of telling that emotional story
We allow them to have an opportunity to sign up for a consultation and exam at no charge
Now as a side note, let me tell you
When you give that closing story
Occasionally we'll have clients that say to us
I'm doing spinal care class exactly like you taught me
But I am not, I just am not getting people to sign up
And I'll say send me an audio copy of your spinal care class and I'll listen to it
And they do a great job
But their emotional close uses the wrong type of story
For an emotional close you have to have a somatic story
You have to have a musculoskeletal story involved
And it has to be of an adult
I've seen two cases where emotional stories don't work
One is where they talk about someone who's had a very rare systemic disease and gets over it
Maybe someone has had a condition where they were suffering from some kind of body infection for six months
And they were running a chronic low grade temperature
And they were adjusted
And their white blood count returned to normal
And their temperature went down and never came back
People can't relate to that
That has no relationship in their mind between this person's temperature went down
So therefore my back pain will alleviate if I sign up and go under chiropractic care
They don't make that association
The other association they don't make is if you have a story using a young child
I listened to one spinal care class, the class was great
But the story at the close was that there was this little child that was only three months old
And couldn't have bowel movements without assistance
And so the mother was beside herself and finally took the baby in
And the doctor sat the baby on his lap, adjusted the neck
And the baby had a bowel movement right in his lap
Well, you know, that might impress some people that are steeped in the chiropractic philosophy
But the fact that a baby had a bowel movement on someone's lap has nothing to do with why my neck pain will go away
So when you use your emotional close, use one that has an adult involved and is a musculoskeletal problem
We'll do one toward the end of this tape and you'll see what I mean
But that's the way you close, you get people to sign up at the spinal care class by closing it properly
The other thing I should mention in the spinal care class and closing it properly is
Once you've given that testimonial, close the message quickly
Allow them to sign up but make it that night and make their appointment for that week
Now, two last things we should talk about in clearing hurdle number two
The first thing is close quickly when you close
Do not allow people to ask you questions at the end of the spinal care class
You know, in undergraduate school in education they taught us one thing
And that was, if you stop an activity at the height of its excitement or enjoyment
People will be interested in it and willing to do it again
If you have children in a classroom and you send them out to play for recess
And they play a game that's really fun
And all of a sudden you call them in right at the height of the activity of that game
They'll say, oh no, let us stay out here and play for a little while
Now, if you allow them to stay out there and play a little longer
Pretty soon one will get hurt and then the other one, the game will be over for him
And the activity or the interest will die down
And the next time they go out they won't want to do something like this
By the same token, if you call them in at the height of the activity
They can't wait to get out the next time so they can do the same thing
Now, that's true in spinal care class too
If you've given your emotional close and told them that they've had a free spinal exam
If they want it and give them that call to action
Don't ever open it up to questions
Because you've reached the height of excitement in your spinal care class
Any questions answered will be downhill from that time forward
So don't answer any questions and close quickly
And now, the very last thing that you need to do
And this is very important, it involves the CA or the CT
We use a man in the back office to do our CT work, a male
And I'm going to have a good friend of mine, George, later on this tape
Show you some of the things that are needed for the CT or the CA to close with
But the most important part of the spinal care class as far as the CA or CT is concerned
Is to allow that person to sign up properly
And so when spinal care class is over, you would say something like this
Now, you'll have an opportunity to sign up, you tell them
And then you say, I'd like to thank you for being here
I know there's other things you could do
But I'm glad that you're interested in your health
And interested in our mission and our goal
And I appreciate you being here, thank you
And the doctor leaves
The patient now has been instructed to go to the CA's front desk
To pick up a packet, to sign anyone up that they want to
And then they can leave
Be sure that your CA's desk is positioned between the audience and the exit
Don't make the patients get up, walk to the front or walk across the room to sign someone up
And then leave
Position your CA, even if their permanent desk is not there
Position your CA so that she is at that time between the audience and the exit
Also, if you use a two-tier desk like most CA stations do
Never lay the pamphlets or the brochures or the packages that you're going to have them pick up
Never lay them on the top
Because one person comes and talks to the CA
And the rest of them just walk by, grab a packet and walk out
Always keep the packet underneath the desk
And as you're done talking to the patient, give the patient that packet
Now, when the patients come to the CA's desk to pick up their packet and to sign someone up
The CA is allowed to say only one thing
And that is, and who would you like to sign up tonight?
That's the way he or she greets the patients
And who would you like to sign up tonight?
Now, if they say someone, you immediately sign that person up
If they say, well, I think I'll bring my husband in, I think he needs this, he's been complaining for a long time
You say, fine, your appointment for this week, your next appointment is on Wednesday at 5 o'clock
Why don't we have your husband come in with you?
He can come in Wednesday at 3.30, will that work out? Wednesday at 3.30?
Okay, we'll place that down and you write that down
After writing that down, you go immediately to the next person
You hand them their packet, you hand them a case history, which I'll talk about in a bit
And you allow them to leave and you go to the next person
And the next person, to the next person you say, and who would you like to sign up?
Now, if they say, oh no, I don't think I have anybody I want to sign up
With somewhat surprise and maybe with almost expectation, you say no one
Shouldn't your wife come in and be checked out or your children?
Now, if the person then wants to sign someone up, allow them to sign them up
If they say, oh no, really, my wife's okay and my kids are only two and three years old, they don't need this
Don't spend a lot of time with each patient because you may have several patients waiting
And they say, fine, well, your next appointment is Wednesday, so we'll see you on Wednesday
Hand them the packet and allow them to leave
Now, we're actually talking about how do we get people to sign up once they're at spinal care class
And so that's how, basically you tell an emotional story, which we'll do a little later in this tape
You talk about a somatic problem or a musculoskeletal problem that an adult has had
You offer them a free exam
You don't have any questions answered at the end of the session
You go for a quick close and you allow them to go past the CA's desk as they leave to pick up their packet
And the CA can only say one thing and who would you like to sign up next
He or she has to move very quickly because there are a lot of patients that will want to leave
If you spend too much time with one person
Now, that's the end of hurdle number two
You've now signed up eight or ten or twelve patients at your spinal care class
How can we be sure that they're going to come in and become new patients
That's hurdle number three
How do we get them in as new patients once we've had them sign up
Well, here are a few ways that I think are best
Number one, when the patient leaves that signed up their spouse or family member
Or if a guest was there and said I'd like to sign up for a free spinal exam
The first thing you should do is hand those people a case history form to fill out at home
And on top of the case history form you should write the date and the time in red
So before you hand them the package you say okay here's a case history form
If you'll take this home and fill it out we'll be able to work with you a little more quickly
And the doctor will know more about you when he comes in to talk to you at the consultation and exam
And then you lay it down you write June 17 at 3.30 you say I'll put the date and the time on the form
If you have any problem with that we can still rearrange a different time
That's the first thing we do
Now we don't want to give them the opportunity to cancel
We don't want to insinuate it
But we do want to with positive expectancy tell them we think you'll be here
But if you can't we can reschedule it
So the first thing you do to clear that hurdle of how do we get them in
Is give them the case history form
The second thing we do on clearing that hurdle is put the time and the date in red
The third thing we do in our office if we see that our sign ups are not showing up as new patients
The next thing we do the third thing is we call them in advance
But if you call, call with positive expectancy
Don't have the CA call and say we were wondering if you were going to show up for that free exam or not
You should call instead and say I just wanted to call Dr. Katz said he was excited that you were coming in
Happy that you were coming in since your wife was already a patient
And he noticed she was coming in at 5 and we have you scheduled for 345
Is 345 Tuesday going to work for you or should we schedule you on Monday?
Do you need to get in earlier?
See either way he answers yes
Yes I'll come in at 345 on Tuesday
Or yes I'd like to come in Monday instead
So those three ways cover the last hurdle
Give them the case history form
Have the time and date written in red above it
And call with positive expectancy offering two yes options
Now we pretty much concluded what is necessary to have a successful spinal care class
First get the people there
Second sign them up
Third make sure they show up in your office for that visit
Now let's go in the remainder of this tape
Let's go into an introduction that will be done by the CA
I'm having a good friend of mine George Thompson pose as our CT
And introduce me and then at the end of the session
He will also show you how to sign patients up
The process again remember the second tape in this series is your 30 minute video tape
Here's the process of the spinal care class
Number one your CA at about five minutes till the class actually starts
Goes out and introduces you the doctor
He or she does a good job tells that not only your credentials
But that you are a real people person
After the CA or CT has introduced you
You come on say you'd like to thank them for being there
You enjoyed hearing about yourself and make light of the fact that you have all those good credentials
And that your staff thinks you're such a good doctor
And then go right into the reason of the spinal care class
You say I'm glad that I'm glad that you came glad that you showed up
Glad that we have an opportunity to share
This is what we'd like to do tonight
I'd like to show you a brief videotape on the dos and don'ts
And the rules of lifting and bending and sleeping and things like that
I'd like to show you a little bit about chiropractic
What happens if you get good care
What happens if you don't get good care
What age does to your spine and things like that
And then after that tape is over we'll come back
I'll talk to you just a little bit more specifically about you and your family and things like that
And then we'll have you out of here in about 50 minutes
Now let me show you the tape and you'll turn and start the tape
At the end of the tape you'll come back and do the emotional story
The last story which the tape by the way asks you to do
The videotape that's enclosed in this packet that you'll be showing to the class for that 30 minute segment
Says ask your doctor about some of the things that have happened with him or her and in their clinic
It also says that you've been given this tape at little or no charge
With the stipulation that you allow people to sign up for a free consultation and exam
So after the tape is over you simply come back in the room
And by the way I would suggest that you never leave the room
Because if you sit down in the audience and watch the tape
Even though you've seen it 18 times before
If you sit down and watch it
It seems to add credence to the rest of the people watching it or credence to the tape
So play the tape, sit down and watch it
After the tape is done, shut it off, turn up the lights
If you've turned the lights down, go into the emotional story
Say they've asked me to tell you this and I'd like to tell you a story of mine
Go into the emotional story
Go into the opportunity for a free consultation and exam
And close immediately and allow the CA to do the rest
Now, I would like to go into the last step and I would like to share with you
The emotional story that we use, the introduction and all the things that are around the 30 minute tape
Let's look at George now, introduce me in the spinal care class
Hello, my name is George, I work as a CT
That's a chiropractic technician here in Katz Chiropractic
We're happy to have each and every one of you with us this evening
I'm always delighted to introduce our doctor, David Katz
To those that attend our spinal care classes
I think knowing a bit more about him will certainly make you feel a bit more comfortable about being here
Dr. Katz is a graduate of the University of Nebraska here in Lincoln
He later attended Palmer College Chiropractic in Davenport, Iowa
Where he was an honor student, graduated with a 3.9 grade average
But more than anything else, and even beyond his knowledge of chiropractic
Dr. Katz is a people person
So I think the next few minutes that you spend with Dr. Katz will be not only educational
But quite rewarding as well
And so I'm very happy to introduce to you now, Dr. David Katz
Thank you George, I appreciate the things that you said
Sometimes I think this class that we give tonight would be better if you spoke twice as long about me
And I didn't speak only about half as long about the class
But maybe that's because I like to hear what he has to say
He does a good job on our staff and I think you'll find all the staff members do a good job
The reason you're here tonight is because you have a special condition
And that special condition is one that I think we can help you get over faster
If you know the do's and the don'ts and the rules of lifting and things like that
That we're going to show you tonight
Now the first half of this spinal care class
I'd like to show you a video tape that we use
That talks about how to lift properly, how to sleep correctly
How to avoid accidents, what to do for home care in case you have those accidents
And tells you all the reasons that you should be taking care of your body
And all the things you can do to get yourself going quicker
Now I'm going to go shut the lights off and turn the tape on
And as soon as the tape's done we'll go into the personal part of the spinal care class
Alright that was an interesting tape wasn't it?
You know the tape asked two things
It asked that we share some of the things that have happened in our clinic
It also talked about the free spinal exam and I'd like to talk about both of those
You know when I think about the things that have happened in this clinic
I could tell you hundreds of stories
But probably the one that I would like to share with you most is about a lady named Lois
When I was a new doctor just starting in practice
I had my chiropractic philosophy strengthened immensely
Just by working with patients and seeing what chiropractic could do
I had a lady and I'd like you to picture this lady
Her name was Lois, she was a very pleasant lady
She was moving toward retirement age
And she came in after having been through lots of other treatment with different doctors
And the last treatment she had had was they had put her in a real tight brace and corset
And they said if you wear this brace for five months
You'll probably get over your low back pain and your tremendous leg pain
She believed them and for five months she put up with a horrendous pain
And let the problem get worse and worse
Over a period of time the brace came off and she still felt the same
So after going for five or six months in that condition she came to me
She was a nice person, an older person, a very amiable person
One of these people that always agreed with everything you said
And I really loved her as a patient
She was important to me as are all patients
And I went through the process of doing a consultation and an exam
And we found a problem
I took some pictures of her spine and I started to work with her
Now as most of you know chiropractic a lot of times isn't an instant cure
So a lot of times it'll be three or four or five times before you see any results at all
Well one day I was about to go into her room to treat her
I took the card out and looked at it
And I noticed that she had been in twelve times
She had had absolutely no results
She was still in the extreme, had the extreme leg pain and back pain
That she had experienced before
And I looked at that and I thought man I've had her in twelve times
I should have referred her before this
I just, I'm going to have to go in and tell her tonight
That she has a real problem that I'm not getting to
And I'm going to refer her out and maybe she'll have to have surgery
So I walked in the adjusting room and sure enough I'm a young doctor
And you know if there's anything bad
It's the fact that you walk into a room to tell someone we tried but we failed
And then I saw her husband sitting in the room in the corner of, on a chair
And I thought oh great, here I am a young doctor
I've failed with this patient
And now I have to tell her in front of her husband to make things worse
And so I went ahead and I checked her out and I motion palpated her
Went through all the routine of checking her out
And then I laid her down on the table to be adjusted
And just before I adjusted her with her laying on the table
I said you know Louis you're not getting any better
And I said I really can't justify treating you any longer
I'm going to send you out to an orthopedic surgeon
And when I said that she grabbed my wrist with both of her hands
And she said oh we can't do that
We just can't do that, I'm not ready for it
And I said why not and she said well
She said Bill and she pointed to her husband in the corner
She said Bill went into surgery too quickly
She said he had a cervical sympathectomy
Which is when they cut the nerves, the sympathetic nerves
In a certain portion of your neck and upper back
And she said he's never been the same since
He's had to live with this all his life
She said I can't have surgery, stay with me a little longer
And so I adjusted her another four or five times on about the fourth or fifth visit after that
I adjusted her and I felt a movement that I hadn't felt before
I didn't say anything and when she got up she said you know
She said I believe I have a little relief
She came back the next visit which was a couple days later
And said you know I was better for two hours
She came back the visit after that and she said I've been better for half a day
I didn't have any problem until this morning
She came back about half a dozen times more
And then I stopped treating her and didn't see her for quite some time
And right about Christmas time
I received a letter in the mail
And the letter was from Lois
I didn't know what to expect
And I opened it up and she said I'd like to tell you
That to pay some of the bills
And to get back in the world
I've taken a temporary full time job at Sears
Selling toys in the toy department over Christmas vacation
And she said I cannot tell you how excited I am to be back to work
To sell the toys
Especially during this Christmas time when everybody is saying
Peace on earth, good will toward men
She said I've been on my feet ten hours a day now
And she says my leg never bothers me
And I can't thank you enough
When I read that letter it really affected me
And I realized that I had more power in my hands
And everyone does that's a chiropractor than I realized
And I realized that from then on
I was going to get as many people under chiropractic care
Or at least checked out as many people as I could
And so I made a decision to give these spinal care classes
And to give people an opportunity to see if their spine is alright
Now you're sitting there tonight
I can't tell if you have a chiropractic problem
And in fact as you can tell from the tape
You probably can't tell in every case
That you have a chiropractic problem
But I'm willing to do this
Tonight I'm going to give you an opportunity for you
If you're a guest or if you're already a patient
For your family and friends if they're close friends
That you can sign up tonight with George in the back
And have a free chiropractic exam
Now I'll tell you there is a catch
There's always a catch and here's the catch
I want you to do, you have to sign up tonight
And you have to come in for the care or for the free exam this week
And here's the reason
We give this class every week
Next week there will be new faces
If I let this opportunity extend out
I may get too many people in all during one week
And I can't do that
So when you leave tonight go pick up your packet with George
Go sign up anybody you want to
I know that there's other things you could do tonight
I appreciate you being here
And I think that since you've been here you'll do better
Thank you again for being here, good night
Hello Mr. Murphy
Who would you like to sign up tonight?
I think, I've been thinking as I heard that
That maybe I'll have Wilma sign up, my wife
Well that's excellent and we'd be happy to have her here
Let's see, we have you scheduled for 5 o'clock
How would 3.30 sound?
That'd be fine, you mean the 17th there?
Yes, June 17th at 3.30
Okay
I have a packet that I'd like you to take here
And let me confirm this time and date
That's June 17th at 3.30 and don't forget your appointment time
Okay
And of course we're always happy to help people like you
Okay
Thank you
And who would you like to sign up?
So there you have it, George did a good job
And I think you have all the tools you need now to do a successful spinal care class
If you're afraid of public speaking and a lot of people are
In fact in surveys the fear of death ranks second they say
You have a kind of a crutch to get you started
And that's the other spinal care class tape that's in this series
You know even if you don't do everything right the first time
The tape will do a good job for you every time
So start spinal care class right now
Set the right date which is approximately two weeks from today
So you can get people there
You've got all the information now on how to get over all three of the hurdles
And I think that you'll have a very successful and long running spinal care class
Thank you