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Are you in the pain business or the health business?

I didn’t ask what business you want to be in. I asked what business you are actually in? Be honest!

If you say you’re in the health business, why then do 90 percent of all the people who come to see you have a pain or symptom and very few ever stay for the health aspect of what you do?

Almost the entire population thinks of you as a pain specialist and I’m going to prove that to you.

So no matter what business you think you are in, you are really in the pain business.

You may want to be in the health business but you are not. If that offends some of you feel free to stop watching this video right here.

The Functional Health Management Score.  Feel free to try it yourself.  Click here.

By the way there is nothing wrong with being in the pain business and truthfully you can make a boatload of money in the pain business. Just accept the fact that the pain business is not the health business.

Even if you tell your patients and clients that what you do will make them healthier and you probably believe it, patients and clients are not coming to you for health nor do they stick around to improve their health.

I’m also going to tell you how to change this which is no easy task.

What you have been doing to convince people once out of pain to continue care has been so ineffective, that some in our profession are telling you, you have to learn how to reactivate your dead files before you are considered Smart.

Let’s face it, if your income was based on how many people you convert to health and wellness, you would have to drive an Uber to maintain your lifestyle.

Since most of you probably don’t want to be an Uber driver, you have become addicted to new pain patients and clients, and as a result this is what every guru sells you.

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So how do I know the entire population thinks of you as a pain and symptom specialist?

Let’s look at the top monthly Google searches (over 800,000 of them) for Chiropractic each month.

We’ve eliminated YouTube, TikTok and Instagram searches because those are filled with the search terms Crack Videos and Ring Dingers. Not what you would call searches for health practitioners.

By the way no one searched for subluxation or brain based chiropractic, and the only technique even mentioned was Activator but the number of searches were almost non-existent.

If you think your technique will save you from the competition, unfortunately there are no buyers.

So dissecting the Google searches we see “Chiropractor near me” as the Big Kahuna.

Then there was a list of searches by symptoms — sciatica, pinched nerve, herniated disc, scoliosis, low back pain, vertigo, neck pain, stiff neck, headache, stenosis, knee pain, tinnitus and a bunch of other symptoms.

Then there was comparison searches. Chiropractic versus massage, physical therapy, acupuncture, osteopath and doctor (not specified). And then a whole list of questions regarding insurance coverage.

Not one question about chiropractic and health or wellness.

So even though most of us see chiropractic and subluxation as important from the aspect of health and wellness, we’ve trained the public to think of us as pain specialists.

Worse we’ve convinced the public that every chiropractor is the same, so it doesn’t matter who they go to see as long as they can crack your back and neck and provide instant relief.

As a result their main concern is convenience and who’s ultimately going to pay for their care. And, if they have to pay cash, who is the cheapest game in town. No wonder the franchise model has been exploding.

Add to that millions of views of the Ring Dinger, all sorts of videos of chiropractors with elbows in shoulder muscles and rhomboids, and the belief that you only need one visit with lots of loud pops and cracks to cure whatever ails you.

So that is your audience and if you believe that Table Talk is going to build Lifetime patients in a 3, 5, 7, or 10 minute office visit, best of luck to you. Changing someone’s political or religious views may be easier.

So is there a way to get your patients and clients to see the real value of what you do?

There certainly is, but it’s not easy.

It’s a simple matter of emotional habituation — a clever feature of the brain that broadcasts, “This is important, take notice, you may need to react.”

We know of nothing that does this better than the Functional Health Management Score (F H M S), because it is the only tool available which was designed to counteract the hole we dug ourselves into.

Try it and find out for yourself.

If you are not already a Functional Health Management Score and would like to subscribe, click here.