VIDEO 1: Welcome To ChiroTrust
This is video one of twelve. Please watch all of them in sequence.
Before ChiroTrust, you would have to hire consultants, attend seminars, and then still try to do your marketing on your own.
ChiroTrust has simplified all of this.
With ChiroTrust, you get the whole enchilada and we do virtually all of the work for you.
There is Nothing else for you to do, and nothing else for you to buy ever again
Everything that we do for you is professional, appropriate, effective, and in a low-cost and elegant manner.
Every day, ChiroTrust markets your practice for you.
Online, offline, all the time.In short, ChiroTrust helps to provide consumers and patients with the confidence they need to choose you, refer to you, and return to you. This confidence is created and constantly maintained through ChiroTrust marketing, ChiroTrust processes, and ChiroTrust support.And that is how you will see your practice grow.
With ChiroTrust, you become a virtual media company.
Your patients and your local market consistently sees you online and offline with marketing that answers the question…’Why should I trust you, choose you, refer to you, and return to you over all the other options that I have… including doing nothing at all?’
That’s what consumers want to know.
Let’s look that word…’Consumers’
Consumers, by definition, CONSUME.
ChiroTrust provides them content to consume in an elegant and appropriate fashion.
Our team includes Dr. Dan Murphy and Dr. Steven Yeomans as well as a handful of D.C.s working with and beside them and of course Ben Altadonna…founder of ChiroTrust…and Chiropractic’s Most Experienced and respected Marketer
ChiroTrust uses websites, emails, mailings, and in-office materials to attract patients to and back to your practice as well as our daily National online marketing that drives consumers to ChiroTrust members.
That is why you and/or your staff will need to have little involvement, maybe 15 minutes per week max.
…and In just a few days, you will wish you would have joined ChiroTrust years ago—we hear that all the time—because you now have a complete “Done for You’ system that attracts patients to and for you.
Nothing else to do, nothing else to buy…ever.
With ChiroTrust, you will attract patients who have been repelled by the other DCs in your area by hardsell report of findings, pre-pay case fees, and over-complicated patient management tactics and procedures.
Then they will go out of their way to refer their friends and family to you. That’s how your practice will grow.
There is nothing like ChiroTrust. There never has been, there never will be.
Consumers will be getting what they’ve wanted all along: quality short-term Chiropractic Care.
“Give patients what they want.’
What a concept right?
With ChiroTrust, you can grow your practice without clinging onto each and every patient.
You will enjoy getting them better fast and so will they.
… and every day your practice will be marketed for you.
With ChiroTrust, you don’t need to play the Social Media game.
But if you choose to, all you have to do is use any of the articles provided to you in your very own Online Information Center, which will be covered in a later video.
But for now, you should have received a package that was overnighted to you.
Follow the simple instructions.
Provide us the information that we have requested and watch the next 11 videos as soon as possible.
Welcome to ChiroTrust.
…and I’ll see you at Video #2 entitled, “Creating Fertile Ground”
VIDEO 2: Creating Fertile Ground
This entire 12 video series summarizes what to do, what we do for you, and what to expect as a member of ChiroTrust.
If you haven’t watched the previous video, please do so now and then come back.
Also, if you just joined, you will be receiving an important package very soon. So keep an eye out for that. It contains important ‘Fertile Ground’ materials that will help enhance the quality care and experience that your patients want and deserve.
What do we here at ChiroTrust mean by ‘Fertile Ground’?
Well, imagine going to a restaurant known for its amazing dishes but experiencing nothing but red flags from the moment you pull into their parking lot….
Weeds growing through the cracks in the concrete.
Chipped paint around the window frames.
Worn and stained carpets.
This is not how to impress customers and give them the assurance that they want and deserve.
Fertile Ground is a byproduct of perfecting and paying constant attention to all the sights, sounds, and smells that surround or relate to the product and/or service.
In the context of your practice, it goes far behind your building, your furnishings, cleanliness, and your staff.
For your practice to grow, everything matters.
You have to get everything right.
Even your practice name, your office hours, your fees, your business cards, what you wear, how your incoming phone calls are handled, and how your practice is marketed.But don’t worry, we have you handled.Just use your username and password that we provided you and download the ‘Implementation Guide’.. it’s located in The online Vault exclusively for members of ChiroTrust.
It will walk you through, step by step, the process for quickly and inexpensively creating fertile ground in your office.
As a new member of ChiroTrust, you are also welcome to email us 6 pictures of your office so that we can email you back an audio recording of what we would do or change to enhance the fertile ground in your practice.
Think of fertile ground as part of your product.
It’s just as important as the clinical outcomes that you achieve with each patient.
Actually, it might even be more important because if the patient doesn’t start care, it really doesn’t matter how good a practitioner you are, does it?
With ChiroTrust, not only will we continue to market your practice for you, but we will help you nail down the fertile ground in your practice so that you have everything that you need to give patients results and experience that they want and deserve.
So while we are launching your online and offline marketing ,
spend some time getting your practice in order…
Read the implementation guide.
Remove clutter from your office.
Clean and maintain what’s left.
Then email us 6 pictures of your office.
The instructions are located in The Vault.
Talk to you soon!”
VIDEO 3: Fees, Case Types, Lifetime Value
Today, we are going to discuss case types, fees, and lifetime value.
Case types are how many D.C.s categorize their patients.
For example, cash, general insurance, P.I., work comp, medicare/medical, etc.But this way of categorizing patients in terms of value or hassle is damaging to the practice.
With ChiroTrust, you don’t think of patients as ‘case types’.
Each patient is of similar valued…
Not one patient is ever overcharged or over treated.
The sooner you get patients better based on their definition of ‘better’, not yours…
the faster you will see results.
Additionally, your first visit fee should not be too high or too low.
Too high and you lose new patients and referrals.
Too low and you lose respect.
How much you charge for your first visit depends on your marketplace and average home values.
Our office can help you with determining that.
Subsequent fees should be structured for simplicity and value.
The patient must get more than they paid for and ideally all fees should be the same regardless of ‘case type’.
You may be basing fees on patient condition, case type, or needs…but just understand that the marketplace likes ‘simple’.
They want something simple to understand and simple to explain to others.
It is what it is.
Keep fees simple,
Get patients better then let them go.
Don’t worry about getting patients.
That’s our job.
Now let’s talk about ‘Lifetime Value’
‘Lifetime Value’ is the value each patient brings to your practice in their lifetime.
This term is not interchangeable with what many in the industry describe as ‘PVA’ or ‘Patient Visit Average’
Doctors who focus on PVA and not Lifetime Value may be motivated to keep patients under care longer than necessary…
…or to try and hard sell patients into long treatment…
… or to continue or come back for wellness care.
In the ‘should be world’, this works.
But not in reality.
Offering what people are not already wired to want reduces each patient’s lifetime value that includes them returning and referring others.
Doctors who focus on PVA are doing more harm than good to their practice, to their patients, and to this profession.
These doctors spend a lot of time and money to market their practices because most patients do not come back or refer others.
They are in the patient-replacement business.
That’s a difficult and stressful business to be in.
With ChiroTrust, all those new patients and referrals will allow you to offer short-term Chiropractic care…which is what most consumers want all along.
That is why you will never have a new patient problem ever again provide that you give patients the type of care that they want and deserve and let ChiroTrust do its job…for you.
See you on Video #4, ‘Your #1 asset”
VIDEO 4: Your #1 Asset
Ben Towers here with ChiroTrust.
Welcome to video 4 of 12.
If you have not watched the first 3 videos, please go back and watch them before proceeding…because from here on out, we are going to get into many of the moving parts of ChiroTrust, that when simultaneously in motion, will bring you the results that you want and have heard so much about at JoinChiroTrust.com.
Yes, everything that you heard at JoinChiroTrust.com can happen for you and your practice too.
All you have to do is watch these 12 videos, follow a few simple instructions that have been sent to you, and watch ChiroTrust create, manage, and execute your online and offline marketing.
It’s all about giving patients the quality care and experience that they desire and deserve.
It’s not about replacing patients who never come back or refer others…that type of practice is a path to burnout and bankruptcy.
It’s about nurturing your most valuable asset…which is not the equity in your home, not your savings, not even the value of your practice.
Your number 1 asset, HANDS DOWN, is your list of past, current, and future patients.
Without this list, you don’t have a business
And without patient retention and referrals, you don’t have a profitable business. You have a stressful one.
High PVA does not build a practice.
Referrals and returning patients do.
With ChiroTrust’s positioning and marketing, you can focus on getting patients out of pain and letting them go—ideally, after between 3 and 12 visits.
Then watch them come back on their own and refer others on their own… year in and year out.
For example, let’s say that I was your patient and released after 6 visits and was charged $40 per visit.
That’s $240 to you but when I refer 3 patients in the next 3 years that are each worth $240 or more, than my current lifetime value is now nearly $1000 and the same for those 3 patients.That’s a total of $4,000.
THAT’S how you build real business.
With ChiroTrust marketing and positioning, you now attract, treat, release, and continue to nurture each patient relationship day in and day out…year in and year out.
With ChiroTrust It’s not unusual for member to get 30, 40, 50 or more quality new patients each and every month.
As a member of ChiroTrust, we help not only build your list but nurture it. How? Stay tuned because I will be covering all of this in the remaining videos.
The purpose of today’s video is to get you to really appreciate each and every patient. Collectively they make up your most valuable asset…them!
Thanks for listening and I’ll see you at the next video; video #5.”
VIDEO 5: What to do your first week
By now, you’ve received the package that was shipped soon after you joined, as well as special online access and support privileges.
You should be familiar with the concept of creating and maintaining ‘Fertile Ground’ and the importance of taking really good care of your number 1 asset: your patients, your relationships… in other words, your ‘list’.
And as we proceed through these videos, you will see how much ChiroTrust does for you.
Okay now for today’s topic: your first week .
During the first week, ChiroTrust has already built your Online Information Center.
It is now live.
All you have to do your first week is order new business cards using the template in The Vault ,install your DomeTag and treatment room decals , and upload your email list using the simple instructions provided to you.
And of course, if you have any questions, give us a call.
Once you get through your short list of first week ‘to-dos’, you will begin to see why and how the ChiroTrust multi-channel, done for you approach works so well.
Your new business cards, your DomeTag, the emails, the ‘done for you’ mailings to M.D.s, all direct your friends, patients, and healthcare professionals to your Online Information Center.
And The Done for You daily National Marketing Campaigns will also attract patients to you from your list and stimulate other patients from all over the U.S. and Canada to refer their friends and family to ChiroTrust doctors as well.
Now, If you are a new practice or if you’re transitioning from a high-case fee, long treatment plan-type practice, it will take a few months to build momentum . Be patient. It’s all going to work out.
Once you make the small tweaks ….once you eliminate many of the unnecessary practice complexities, strategies, scripts, and procedures told and sold to you by consultants, your practice will become the practice that you always dreamed about.So relax.
Enjoy the journey
Trust the process
And take full advantage of everything that ChiroTrust brings to you.
But for now…
Put up the Dometags.
Have your local printer make your new ChiroTrust business cards.
And upload your email list using the directions in The Vault.
That’s all you have to do this week!
Then and only then, proceed to taking action with the steps outlined in the next video.
See you then.”
VIDEO 6: Marketing
“Okay welcome back. As a new member of ChiroTrust, it’s time to send out The Benjamin Franklin letter.
The Benjamin Franklin Letter goes to anyone who has been in your office in the last 12 months.
Send this letter to your growing list only once a year.
In 12 months from now, your list will not be 12 months in size. It will be 24 months in size. Twice what it is now. Actually, it will be more because you’re going to get far more new patients in the next year than you did last year!
But as a new member, we start your list by going back 12 months from today.
The Benjamin Franklin letter should include 3 of your new business cards as shown in The Vault.
Currently your Online Information Center has nearly 1000 pages worth of content and each month we add more and more.
Feel free to copy and paste content from your Online Information Center to Facebook each and every day.
Even boost content if you are so inclined. It doesn’t get any easier, fun, or effective than this.
You also get The Daily Health Updates to use on and offline at no charge.
No longer will you have to do spinal screenings, long-term treatment recommendations, or any of the other tactics so prevalent in Chiropractic that have repelled consumers and Chiropractors for decades.
Patients will feel free to come and go as they please.
They will be in control just like they always have…and in your office, they will not feel controlled .
With ChiroTrust, Consumers know what to expect from ChiroTrust doctors.
This gives consumers the confidence in choosing you, referring patients to you, and in coming back when they so desire.
All The ChiroTrust systems are managed and maintained for you.
Nothing else to do, buy, or think about.
All you have to do is focus on the type of care that most consumers want proven by the study already furnished to ChiroTrust by Dr. Dan Murphy.
To access this extremely valuable and eye opening information go into The Vault and click the link entitled, The Prevalence Patterns and Predictors of Chiropractic Use Among US Adults .
We here at ChiroTrust are working hard day in and day out making, monitoring and managing your marketing.
In videos 7 through 12, I am going to go a little deeper into what we are doing behind the scenes for you and your practice.
See you soon!”
VIDEO 7: Email Marketing Done for You
“Hi this is Ben Towers with ChiroTrust.
Today we are going to dive deeply into email marketing…
How it works
Why it works
When it works
As well as what and who gets emailed
But before we do, let me remind you that we are in a new era.
Before the internet, there was a limit in how and how often one can communicate to your patients.
Prior to the internet, the only way to communicate daily to any person was…
– Face to face
– By phone
– By snail mail .. in other words, a letter. Paper and stamps.
– Or with an ongoing TV or radio campaign.
As a business owner, none of these options were acceptable.
You couldn’t Show up, call, or snail mail daily.
That would have been unaccepted and unacceptable.
And constantly running TV and radio ads to the masses was often cost-prohibitive.
But Today, not only do consumers tolerate daily communication and content, from friends, family members, business, and even strangers….
They are addicted to it.
The key is to have the appropriate communication to the right people at the right time.
We figured this all out for you.
ChiroTrust’s emails are powerful.
Each email links to your practice’s Online Information Center.
With the email work that we do for you each and every Monday through Friday, you become a welcome guest…not an annoying pest.
And although each email includes an opt out mechanism, the # of people who opt out is impressively low.
As a new member, we start with your existing email list and give you and/or your staff very simple instructions as how to upload your list.
ChiroTrust does not access the name of your patients, their home address, their phone number, their health or insurance information.
Purely just their email address.
We are hippa compliant and have furnished you a business associate agreement for your files.
Millions of ChiroTrust emails reach consumers each and every day and attract thousands of patients to ChiroTrust doctors
To pull this off, we use Marketo… They’re part of the Adobe family and a leader in safe and secure online communication.
Most of Marketo’s clients are big financial and health-related companies and institutions such as Panasonic, Stanford, and G.E. Healthcare.
ChiroTrust spends well over 50 thousand dollars per year with Marketo just for our daily national email campaigns alone and it is the only company large enough in the Chiropractic space to need such a sophisticated platform.
For more information on Marketo, feel free to go to www.Marketo.com
So this week go into the member Vault and follow the simple instructions on how to activate the done for you ChiroTrust Daily Email Campaign which we will go into detail in the next video.
See you soon.”
VIDEO 8: The Daily Done For You ChiroTrust Marketing Campaigns
“Hi this is Ben Towers again and welcome back!
Although as a new member your practice is already being marketed in our ongoing daily marketing campaigns, unless you have gone through the first 7 new member videos, you won’t understand how ALL the ChiroTrust moving parts are linked together to market and build your practice for you.
So please make sure that you watch all 12 videos in order.
In this video, I want to introduce you to the marketing campaigns that we do daily and promote to consumers on Facebook and for you to your list via email.
ChiroTrust spends thousands of dollars each month to promote these campaigns for all its members, including you.
…and although ChiroTrust is not a referral service, when consumers click to learn more, they are how to find a ChiroTrust member the ‘done for you’ email marketing drives patients directly to your practice’s Online Information Center.
It’s where many of your new patients each week will come from.
Now you can rest assured that each work day, your practice is being marketed for you.
With ChiroTrust, a huge portion of the membership fee goes back into marketing your practice.
Our vast membership size makes it possible to keep your monthly fees affordable.
On the next video I will be talking about your brand new member only, Online Information Center.
See you there.”
VIDEO 9: Your Online Information Center
By now you have seen your very own Online Information Center.
Pretty awesome, right?
It’s a huge asset for your practice.
Your very own Online Information Center will convince patients to choose your practice and for your past patients to come back and refer others.
It’s a close to 1,000 pages worth of content and if you like, each page can be shared and boosted on Facebook.
You would have to spend over one hundred thousand dollars per year to build and maintain what we have built and continue to maintain for you.
ChiroTrust knows that there is a finite amount of consumers around your office each day actually looking for a Chiropractor that’s why nowadays, websites alone don’t work unless the consumer already knows who you are and is looking for your phone number online.
Nowadays, So much more must be done to capture and maintain the attention of consumers and all your past, current, and future patients—
Online, offline, all the time.
Communication must go out daily.
And that’s what ChiroTrust does for you.
Your Online Information Center, your new business cards, the ChiroTrust direct mail and email marketing, and our daily national marketing gets and keeps consumer and patient attention for you.
If people aren’t thinking of you, they aren’t coming in.
But now they are and now they will.
It’s that simple .
You now have a done for you system…
a way of marketing your practice
…in a professional, appropriate, and effective way
…. without unnecessary gadgets and gimmicks .
Patients deserve better
and with ChiroTrust,
they get it and so do you.
See you on the next video.”
VIDEO 10: The Modern Physician Letter
“Okay on this video we are going to change gears a bit.
ChiroTrust has created information for Medical Doctors around your office.
Each month with the help of Dr. Dan Murphy, we release the newest issue of ‘The Modern Physician Letter’.
And each month, ChiroTrust mails to 20 Medical Doctors around your practice for you.
We pay for the paper, the ink, and the postage.
All you have to do is get their names and addresses to us.
Instructions are in The Vault.
In addition, there is counter display material in The Vault for you to put on your front desk for patients to see.
Patients want Chiropractors and Medical doctors to get along and work together.
ChiroTrust helps make that happen.
The Modern Physician Letter is an online database of Advanced Articles written by Dr. Dan Murphy.
Each article is about 12 pages long and each month ChiroTrust mails the article announcement to 20 Medical Doctors in or around your town.
After we get your list of 20 M.D.s and after you put up the counter display, all you have to do is keep your eye out for a package that we mail you each month.
It’s a hard copy of ‘The Modern Physician Letter’ for you and your staff’s education.
We highly recommend that you and your team read it each month.
Also place these advanced articles in your waiting room for your patients to read as well.
These articles can also be found in your Online Information Center and can easily be shared on Facebook.
So that’s ‘The Modern Physician Letter’, done for you, MD marketing campaign.
2 more videos to go!
See you soon.”
VIDEO 11: Accurate Thinking
“Hi this is Ben Towers with ChiroTrust. Welcome to video 11!
ChiroTrust founder Ben Altadonna asked me to share with you what he calls ‘Accurate Thinking’.
When It comes to selling something that most people don’t want, Accurate thinking or thinking accurately is so important.
For example, in practice building, just because somebody has a spine that doesn’t mean that it is productive for you to market to, engage with, or spend money on.
As a matter of fact, it’s the fastest path to failure, frustration and burn out.
You must think accurately and be realistic.
Here are some signs that you may not be thinking accurately…
– You think you know it all
– You think you’ve seen it all
– You think that you shouldn’t have to market your practice….that even these days, being a great Chiropractor should be good enough.
– You have fears based on past experiences that keep you from trying new things.
A few books that will help you think accurately are the following…
Jab Jab Jab Right hook by Gary Vayerchuk
The Untethered Soul by Michael A. Singer
Reading these books will help you understand why most Chiropractors fail and why ChiroTrust members succeed.
When it comes to building a practice from scratch, hiring an associate, managing a big and busy practice, or just taking your practice to the next level with the least amount of expense, hassle, and brain damage, unless you think accurately about the problem and/or opportunity, as well about the market place and your patients, you most likely will not achieve the desired result or outcome.
In addition to reading the recommended books mentioned, as a member of ChiroTrust you already have tools, talent, and support available to you at no additional charge.
You are not alone anymore
ChiroTrust is not only marketing your practice for you, we are your support system.
Online, offline, all the time.
Take care and congrats, you have only one video to go.
After that, just relax and enjoy the ride!”
VIDEO 12: What’s Next?
“Hi well congratulations…this is video 12 of 12.
So where do you go from here?
Well you now have a complete marketing system created and managed for you.
No more free spinal screenings, no more new patient discounts, no more high pressure ‘report of findings’.
No need to scare patients into care.
No need to over tell, over sell, or over treat.
No need to stress out or worry all the time.
You are truly on the path to having a very high new patient, referral, and returning patient practice.
You are gaining the reputation of being the ‘go to’ Chiropractor in your area.
By now you are experiencing more new patients, more referrals…and more past patients are coming back to you.
Practice is fun again isn’t it?
National daily campaigns are driving patients to ChiroTrust member offices, including yours.
You are now ready to become apart of The ChiroTrust Committee.
If you haven’t been to a ChiroTrust Committee get together, I urge you to sign up for one right away.
Take a look…
(The Committee Video)
For more information on The Committee, go to www.TheChiroTrustCommittee.com
In addition to our live get togethers, as a member of The ChiroTrust Committee you will have access to our private Facebook Group so you can ask questions real time and get responses from seasoned and ultra successful ChiroTrust members
Virtually every topic related to Chiropractic can be searched and discussed.
So let’s summarize where you are at so far…
– You have taken ‘The ChiroTrust Pledge’ to give patients the type of care that they want and giving them the confidence in choosing you or referring an out of town friend or family member to another ChiroTrust Chiropractor.
– Your patients know how to refer their out of town friends and family members to other ChiroTrust doctors.
– Each day, a new campaign is promoting your practice.
– You now are plugged in with ChiroTrust members everywhere and can attend a live ChiroTrust Committee Meeting for free anytime you want.
Thanks for watching and feel free to share your results with other D.C.s…so that they too can get the same results.
Just send them to www.JoinChiroTrust.com
Thanks for watching and maybe I’ll see you at the next Committee Meeting!”