Speaker #Dr. Bill Davis
Well, hello everyone, and welcome to the webinar for today. So excited to have you here with us. We are pumped to present this information to you. Let's get right into it. Today, I'm gonna help you build plan to thrive in 2024. You know, the past 10 years, we've helped hundreds of upper cervical specialists grow their practices. And today we're gonna pull back that curtain and give you an inside look into how we do it. We are specifically gonna focus on building an associate driven practice system. And so let's get right into it with our webinar, six steps, to freedom with an associate-driven practice.
I am Dr. Bill Davis, founder and CEO of UCM Practice Growth Systems, and I love, love, love upper cervical. And there's about 3,000 upper cervical specialists in the world, and we love to help them, love to help them grow, love to help them with great content. And so today, let's get into it and get right into it and bring you a bunch of value. So why an associate-driven practice system? There's three main reasons why you wanna build an associate driven practice.
One is for sustainable growth. There is only so much capacity that one doctor can have. even with the best systems, the best team, the best of everything, you are limited by what you can physically do. And so if you want to really make a sustainable, consistent, and continuing impact in your community, reaching more and more and more people, then you got to have more doctors. It's just inevitable. Number two is to have freedom and flexibility.
When I was in practice and Many of you know my story. I had a pretty phenomenal practice, cash practice, three years into my practice, broke my neck, mountain biking, right in the... I was literally about to hire an associate. And unfortunately, I lost my practice because I didn't have... that flexibility to keep my practice going beyond myself and so we never know you know what's going to happen with our lives we don't know when illness or injury or whatever is going to come upon us and so having another doctor having an associate in the practice to help continue to take care of patients when you're not there, even when you just want to go on a vacation or take some time off, that freedom and flexibility is so, so important.
Number three is legacy, right? So every one of us, hopefully we want to leave a legacy. We want what we're doing for our communities to carry on beyond ourselves. And Associate is a great way to do that. It's a great way to continue to pour into others and have them impact other communities as well, and to really continue to grow Upper Cervical worldwide. And so Regardless of wherever you are in the practice growth stages, you may be on this webinar today, but primarily where most of you probably are is in the practice growth stage two or practice growth stage three range. So that's growing... from beyond $20,000 per month in collections until you reach that first associate, or you have hired one associate and you're thinking about hiring a second associate. But even if you're in practice growth stage four or five, there's going to be a lot of value here for you as well. It's all about helping you to continue to fine tune your systems and your practice so that an associate driven practice is going to work and work well in your community. So, you know, you're in the right place today. What you're going to learn, you're going to learn a lot of stuff. You're going to learn how to build a practice culture that helps you hire, onboard, and reward great team members and especially associates.
Determine if you're collecting enough each month to afford an associate or another associate. You're going to talk about how to develop systems that don't depend on your personality to succeed. We're going to talk about building a patient success and happiness plan. We're going to talk about building a training system, setting expectations for associates and team members with clearly defined results, metrics, bonuses. We're going to talk about how to build a marketing and branding plan that's consistent with the way that people have been trained by Amazon and Google to connect with your specific upper cervical practice. Talk about how to keep your overhead under control.
The importance of having the right mindset to lead and mentor an associate doctor. Making sure that you have enough new patients to fill your practice schedule and that of another doctor or multiple doctors. And specifically focus on what you need to focus on right now in order to continue to grow. So here are the six steps to freedom with an associate driven practice that we're going to go through today. Number one is to be a purpose-driven clinic director. Number two is to know your numbers. Number three is to empower your team. Number four is to build your systems. Number five is to clarify your brand. And step six is to solve your new patient problem. So let's get right into it. Step number one, be a purpose-driven clinic director.
When you're going from a solo practitioner to a clinic director who is going to have other doctors within the practice, it requires you to have a powerful purpose. Your purpose is the driving force. It's the driving force behind all of the top upper cervical practices that I've ever worked with, that I've ever seen, that I've ever interviewed on our podcast. Purpose, mission is key. And so that has to be the driving force. It has to be the ultimate reason why you are adding more doctors into your practice is your purpose, is your mission, what you are all about. I love this quote. This is one of my favorite quotes of all time, especially from Dr. B.J. Palmer. He said, a man without a purpose can be distracted, but a man with a purpose cannot be stopped.
A man without a purpose can be distracted, but a man without a purpose, men with a purpose cannot be stopped. And so that's the key. If you have a powerful purpose, if you have something that drives you every day, you know, for me, We always say, go team upper cervical. That is the way we end every piece of content we create. And that's because I'm passionate about upper cervical. I love upper cervical. I love upper cervical chiropractic. It's made an incredible impact on my life, on my family's life, on dozens and dozens of people that I've referred into upper cervical practices, myself, of all the patients that I worked on and took care of myself in my practice. And then I've seen... hundreds and hundreds of video testimonials and success stories and all these things of over the years of all the practices that we've worked with. And so I know the powerful impact that upper cervical makes. And unfortunately, not a lot of people know about it.
It's still, unfortunately, a secret in the healthcare world to many people. And so my purpose is to get as many people as possible into upper cervical practices. That's what we do every single day is we focus on bringing hope and healing to sick and suffering people for the glory of God in my case. And that's my purpose. And so I got a powerful purpose that drives me every day. And that's why I cannot be stopped. And that's why we continue to make an impact in this world. And so you've got to do the same thing. You've got to determine your own purpose. You've got to think through introspective questions like why did God put you on this earth? What were you designed to do? How can you make a powerful impact in your community?
How can you leave a lasting legacy? Starting to determine your own personal purpose, practice mission will allow you to keep your mind focused through challenges because there's going to be challenges. Bringing on an associate has challenges. It's going to be something that you've got to keep focused on your purpose on that mission in order to keep going. As Mark Twain said, the two most important days in your life are the day you were born and the day you find out why. Your why, the big, powerful why that drives you every day is the first step at developing an associate-driven practice. One of the things we mentioned was legacy. We want to make sure that you have the right mindset when it comes to associates. You've got to think through this question. Do you want to lead and mentor an associate doc? Because it's an important question. You have to want this. You have to want to pour into another doctor. And some of the questions that I would ask is, who mentored you in this work?
I look back at some of the people that that poured into me, that invested into me in my early days in practice. And I just, I'm so grateful for them. And I'm sure you have those people in your life too. You have those mentors, you have those people that helped you with your technique or with your practice structure and different things that have happened over the years. So how did they help you? What do you know that you could pass on to another doc to help them be successful? You can only see so many people, as I said. So having that understanding and saying, okay, I've learned a lot. I know I can help another doctor. Having that mission-minded mindset is huge. So step number one, be a purpose-driven clinic director. All right, step number two, know your numbers. "
Are you collecting enough and producing enough profit to hire your first or next associate? This is something I see a lot with doctors is they hire either too soon or too late. Either one can be an issue. So making sure you have good timing on this hire, on hiring an associate or hiring another associate is really important in order for your practice to continue to grow. And so here's some general guidelines. When you hire an associate, you want to be collecting about at least $35,000 per month per doctor with a 50% overhead or less in the clinic. And so we'll get more into exactly what I mean by that in a second here. So $35,000 a month. means that, you know, if you're looking to hire a first associate, you should be collecting at least $35,000 per month consistently, you know, for about six consecutive months, unless you're really just, you know, you're on that hockey stick kind of growth where, you know, last month you collected You collected 25, and this month you're 35, and the next month you're at 45, and the month after that you're at 55.
If you have that kind of growth, then you need to get an associate even quicker. But if you're more of a consistent growth situation, then when you're at 35 consistently, you're in that 30 to 40 range consistently, month after month after month. That's when you want to be saying, okay, it's time. It's time to bring on that associate so we can keep growing. 50% overhead or less is an approximate number, right? So it can be around this number. It could be 55%. It could be 45%. It could be, you know, depending on your area. If you're in a high overhead area, you might need to grow the practice more. You may need to focus in on your systems and your team so you can grow the practice a little bit more so you can sustain bringing on an associate.
You want to make sure that you have enough margin to pay yourself, your taxes, build an emergency fund, be debt-free, and reinvest in the business. These are things that in any business that you need to make sure that you have. So when you bring on an associate, you got to be thinking about these other things as well and not just on the associate who's coming in. So thinking about that, where you are with the practice, where you need to go when it comes to the finances is key. So when to add another associate. So this is for docs who are, you know, maybe you already have an associate in the practice. You're looking to add more. These are some good rule of thumb type of things. timeline or milestones you can be thinking about. So when you get to about $35,000 a month collections, that's when you want to add a first associate. At $70,000, a second associate. $105,000, third associate. $144,000, $175,000, fifth.
Now you also, if you're getting into that you know, three associates, three, four associates, you may be thinking about, you know, it might be time to bring or to open a second location. That's another possible route you could go. But regardless, this is the typical times when you want to be thinking about adding another doctor so you can keep growing. When I've seen doctors who, for instance, have one associate and they're seeing 80, you know, they're collecting 80, 90, $100,000 a month, unless they have a very high fee, then it's going to, their practice is going to start having a lot of cracks in it. Going to start having a lot of issues. The quality of care may go down. And so these are really good times to add in those associates so that the practice can keep growing and you can keep helping more people in your community. So what is overhead? As I mentioned, approximately 50% overhead is what you're looking for. Overhead includes everything that's necessary to run the business, including the payroll of your team, your rent or mortgage, your utilities, your marketing, your equipment, your supplies, your insurance, your consulting, your software, basically all expenses, not including your salary, your owner's draw, your executive benefits, that kind of stuff. Anything that you're paying yourself, that's not included in overhead. Everything else that's paid when it comes to the expenses of the business, that is the overhead that we're referring to. So how do you pay your associates?
The best way to pay associates is a base plus percentage. Now, there are tons and tons of different ways to do this, right? There are lots of different ways to pay associates, but I'm gonna give you a way that I've found to be an effective way from seeing this with lots and lots of practices. You wanna start with a base salary. Now the base salary, you wanna discuss this with some of your colleagues. Try to talk with friends of yours that have associates already that are in a similar cost of living area. If you have a friend in a small town in Iowa and you're in San Diego, then that's not a good person to talk about because the cost of living is going to be very different. But you want to determine averages based on your area. Next, you want to get into some percentages. And I like to do percentages based on work performed. These percentages can be adjusted. I'm just going to give you some general metrics, some general ideas. So for instance, if your associate is taking care of a clinic patient, meaning a patient that you have generated or it's a patient that was generated from marketing that you were investing in or whatever it may be, and they take care of that patient pay them 10% of the revenue that was generated from that. If they're generating that new patient and taking care of them, pay them 25% of that revenue that was generated. So for instance, an associate takes care of a patient, we're just going to use $100 visit as a useful number.
If that patient is taken care of by the associate, And it was someone that was generated through the clinic marketing or referral. That person pays $100 for their visit. The associate receives $10 for that visit. The associate generates the new patient from their efforts via their marketing or referral. then they would make $25 out of that $100 visit. So you can track all this with tags in your patient management software. This is a really good way to do it. Encourages them to not only bring in new patients and grow the practice, but also to do well with the patients that they're working with. It pays them for all the work that they're doing with patients that you don't have to do because they're doing it for you. And so a base plus percentage is the best way to go, but this is some good numbers if you're looking for a place to start. So step number two is to know your numbers. Are you collecting enough and is your overhead where it needs to be? So if you are unclear about this, if you don't know where to start when it comes to your numbers or even your mission, and you want to have a conversation about this, talk this through, I encourage you to schedule a free practice growth strategy session with us. You can do that over at UCMPracticeGrowthSystems.com. It's completely free. We're just going to talk to you about your practice, talk to you about your goals, see if it makes sense. for us to help you in any way that we can. We may just point you towards some resources.
We may recommend some practice growth sessions. We may recommend a practice growth system. It just depends on your specific situation. But I highly recommend getting one of these strategy sessions today. This is a free offer we're making to anyone who is in this webinar. So head over to UCMPracticeGrowthSystems.com. Grab that free practice growth strategy session. Step number three, empower your team. Your team is crucial to this process of building an associate driven practice. Are your team members hungry to help more people? Are they incentivized to help more people through performance bonuses and recognition? Do you have a success story culture where you're consistently capturing patients' success stories and celebrating them as a team to keep everyone focused on the mission, right? That's what you want. You want a motivated team. You want a team that is excited about this. You want a team that is excited about you bringing on another doctor so that you can keep helping more people in the community. right? If your existing team members are not pumped up about the mission, if they're not excited about the mission, if they're not excited about helping more people in the community with upper cervical, then they're not going to be excited about bringing another doctor in. And so making sure that your team is highly motivated, is excited about what they're doing, and that you have that focus on making sure that they're consistently motivated.
The other thing is making sure you have a well-trained team, right? Do you do weekly team trainings with your team? Are you doing role playing with them? Are you giving them feedback? Do you have a system to track and record your new patient phone calls? Every one of our clients, who is on one of our practice growth systems, we record every one of their new patient phone calls for them so that they can use those as a training tool. Do you have a culture of accountability and transparency where you're consistently talking about how we should say things, what we should do, how we should talk with patients so that we can give them the best possible results? Do you have weekly team meetings that are actually effective, right? This is all part of having that well-trained team. A team that is both motivated and well-trained is gonna be a team that is more likely to be successful with an associate-driven practice, and really any practice. And do you have a practice culture plan? Do you have a plan to consistently communicate your culture to your team so that they understand what you're all about as an individual clinic director, but also as a practice? What is the mission all about? What are your core values? What is the vision? How are you communicating that to them? Your practice culture is the collection of values, expectations, and practices that guide and inform the actions of all your team members. Right, so do you have a plan to consistently communicate your core values to your team? Do you have core values, right? Do you have them? Have you figured out your core values and do you consistently talk about them with your team? How do you reward your team members based on your core values? Do you set expectations for team members?
Do you have a position agreement? Do you hold your team members accountable to expectations? Do you use job scorecards? These are crucial steps to making sure that your team is prepared for an associate. And then you're going to use some of these same things when you hire an associate. And so making sure that that culture plan is solid is crucial. Now, when you hire the associate, you're going to go through some of these same ideas when it comes to what you've done with your team. If you're doing it right, you want to make sure that you create a position agreement for them. You want to have a job scorecard and a job description. The job description is used in your marketing of that position. The position agreement is to give them clear expectations of what you are asking them to do. And the job scorecard is how you hold them accountable. You can get all of these resources. We have these as free resources on our website. If you go over to the website, UCMPracticeGrowthSystems.com, you can get the free resources that we have on there related to hiring. We have a whole hiring kit and the whole bit. So go over there and grab that if you want this information. And I'd ask current team members for referrals or friends and colleagues or whatever people that you know, post a position on job boards and hiring services, receive and review applications, conduct the initial interviews, have candidates complete a test run, talk them through.
This is really related to any team member. but it's it's also going to be related to hiring associates conducting those interviews sending team members an offer letter position agreement mission vision values job scorecard the candidate accepts the job have them go through a new team member onboarding process right you want to make sure that everyone gets ingrained into your culture as quickly as possible and that includes your associates So as I mentioned, head over to the website, grab some free tools. We have these tools for you to use in your practices. We have job scorecard templates. We have position agreement templates and so forth. So step number three was to empower your team. You want a motivated and well-trained team, starting with your existing team, starting with your CAs and whatnot, and then bringing an associate into there and into that same type of a culture. Again, we love helping doctors with teams. This is one of the areas that we really shine in. If you need help with training your CAs, if you need help with training associates, developing training systems, those types of things, we'd love to help doctors with that. Grab a free practice growth strategy session over at UCMPracticeGrowthSystems.com. Step four, build your systems, right? Systems are key to all of this working and working well. Systems, systems, systems. You got to have clearly defined systems, doc. You got to have checklists, milestones, and scripts, right? Having these types of things for the entire new patient journey, for the existing patient journey.
You got to make sure your systems are documented, right? They're not just in your head, but you've written them out. You have them. that people can look at, right? You gotta consistently update those processes too. As you change, as you update what you're doing in the practice, make sure that the written systems are updated as well. And you wanna make sure you're utilizing these systems in your weekly trainings, right? If you have weekly role-playing sessions, those types of things, you're pulling out those systems, you're going through those checklists, you're talking about those milestones, and you wanna make sure you're holding your team accountable to the standards of the systems.
One of the systems that is so, so crucial in your practice is your new patient phone call. And again, we've developed a free tool for you. The new patient phone call checklist, you can grab that over at the website. It's a great, great tool to help you nail that new patient phone call. And when you're developing systems, you always want to be thinking about how to develop systems that don't depend on your personality for success. Regardless of your personality, in many ways, your practice is a reflection of you. So when you hire an associate, they're not going to have the same personality as you, right? They're not going to be just like you. And that's why it's crucial to develop milestones, checklists, and scripts for every aspect of the new patient journey, existing patient journey, so you can train your new associate on the systems rather than having to be just like you. The better you can define milestones that need to be reached during each aspect of a system, the better someone else will be able to communicate it effectively with their own personality. So that's the key, Doc, is understanding that this is a different person than you, but you can have them run the same system if you have it clearly defined within your practice. And that was step number four, build your systems. Step number five, clarify your brand. Clarify your brand. This is crucial, crucial, crucial. This is something that we have been doing for years, for over a decade now. All of your branding online and offline should represent your unique upper cervical approach, be congruent to who you and your practice are. When you're bringing in another upper cervical specialist, you got to make sure that you The branding is consistent, so everybody knows what they can expect when they come into your practice. So you want to clarify that, your brand, right?
Upper cervical specialists must set themselves apart from general chiropractors as the unique, precise, specific, and gentle service that you provide. You want to focus on the upper cervical difference. Focus on condition-specific branding. This is exactly what we do for our clients every day. You know, one of the ways we do that is we utilize our Upper Cervical Awareness Education Initiative. We have a website you can check out, uppercervicalawareness.com. This is for our clients where we, you know, and we use... images, we use videos, we use articles, we use research, we use all sorts of things to really consistently communicate, clarify the upper cervical brand so that when patients interact with our clients, they get it. They understand what it's all about. how it's unique, why they should see this upper cervical specialist because it's different than anything else they've ever seen. And so setting yourself apart in that way, clarifying that brand is crucial. So that's step number five, clarify your brand. And as I mentioned before, free practice growth strategy session over at UCMPracticeGrowthSystems.com. If you need help clarifying your brand, we'd love to help you. This is what we do. Step number six, solve your new patient problem.
This is crucial. You got to have enough new patients to add another doctor, right? If you don't have enough new patients barely for yourself, then you need to get more new patients if you're going to hire another doctor or if you're going to hire a second doctor or third doctor, whatever it may be. Got to consistently fill up that schedule with new patients so that you have enough people for all the doctors to see. So this speaks to branding, not just to branding, but to marketing. And marketing is a crucial building block of upper cervical practice. Your buying behavior has dramatically changed in the past 10 years due to Amazon and Google and social media. New patients are well-researched. They know a lot more about your practice before they ever call you. as much as 60 to 80% of the sales decision is made before the new patient phone call, right? That's crazy to think about, but that's exactly what's happening, doc. When people are coming into your practice, before they ever call your practice, they are reading your Google reviews. They're watching video testimonials. They're visiting your website. They're going to your social media. They are checking you out. They're not just randomly calling you, especially if you have effectively clarified your brand.
And so that's why it's crucial to have new patient generating and conversion systems. Having solid internal, external, and digital new patient generating strategies to fill your schedule. You want, again, that well-trained team of clearly defined systems so that when new patients come into your world, you are consistently converting them into a care plan, converting them into people who are actually getting care in your practice so they can get the results that they're looking for. And this really is about a patient's success and happiness plan, right? A patient cannot have success or ultimately be happy with your care and want to tell others unless you really take care of them through every step of this process. So making sure you have that new patient phone call really dialed in, your consultation exam, your imaging report, You have a care plan. You're giving people a plan of care.
You're giving them a clear picture of what it's going to take for them to get well, that you're doing progress exams, that you are consistently checking in with them every 10 to 12 visits. And you're going through a subjective and objective measurements to make sure that they are getting the progress that they're looking for and you're looking for. And you have a patient education system. Recently, Tony Hook and I, we did a podcast on this. If you go on, look for that podcast. It's a really great breakdown of a patient education system on how to create one and how to really, you know, some of the questions that are key to make sure you're answering during that patient education process. But this is part of that whole plan. If you've got this plan in place, then you and your associates can consistently take people through this with your team so that they can get results, patients can get success, they can refer others, they can be retained in the practice, they can be excited about what you're doing, and you can help more people. So this is what we've been doing for over a decade, is helping doctors with... you know, solving that new patient problem through branding, through practice growth, guidance, you know, example of some of these clients who I've got on the screen here, you know, just a few of these, Dr. Rick Means says they help us not only bring in new patients, not, you know, some low hanging fruit, but qualified condition specific leads, bring you the type of people that are going to be great quality patients, which is priceless in today's era. And that's really what we've been about all these years is it's not just about let's let's just bring any patients into your practice. Let's bring the right patients. Let's bring people who are, you know, have a chronic health condition, someone that's looking for for help and really looking for someone who's going to to help them because nobody else has been able to help them. Right. That's what our upper cervical awareness website is all focused on. is attracting those condition-specific chronic conditions of people, you know, with vertigo and trigeminal neuralgia and migraines and chronic neck pain and whiplash and post-concussion syndrome and these types of conditions, TMJ, these conditions that So many people are just lost and unable to find help with.
Bringing them into your practices. As Dr. Jennifer Taylor says, it's like having another employee without having to pay for another employee type of price. It's very worth it. Dr. Pat Land says, since starting with UCM, we have more than doubled our practice to 1.2 million. Dr. Mercedes Cook said, very little effort from me. I'm having record months, lots of new patients every month coming through my door. And so if this is you, doc, if you know you need to solve the new patient problem, highly recommend getting that free practice growth strategy session over at UCMPracticeGrowthSystems.com. Get in there. Get that initial strategy session done so we can see how we can help you. Because that's what we're about. We want to help you grow. And so, Step number six, solve your new patient problem. Looking back at all six of these, six steps to freedom with an associated driven practice, being that purpose-driven clinic director, knowing your numbers, empowering your team, building your systems, clarifying your brand and solving your new patient problem. This, I love these steps. This is what we do with doctors every day through our practice growth sessions and through our practice growth system. And so if you want to get some help with your mission, your team, your marketing and systems, the four upper cervical practice building blocks, no matter where you are in your practice growth, whatever stage of growth you're in, we would love to talk with you. We'd love to get to know you, get to know your practice, see where you are, see what your goals are, see where your challenges are so we can see how best we can help you. So once again, go over, grab a free practice growth session UCMPracticeGrowthSystems.com. And as always, we always say, go team upper cervical.