Unique Upper Cervical Message

Are you communicating upper cervical effectively? The upper cervical message is unique and needs to be communicated in a way that helps your team, your practice members, and your community understand that what you do is different.

Yes you are a chiropractor but what you do is different than what other chiropractors do.

What you do is special, rare, and sought after.

People come from all over to get help from you because you offer a unique service.

In today’s article were going to look at 3 groups to communicate your unique upper cervical message to in a crystal-clear way. These 3 extremely important groups are your team, your existing practice members, and your potential practice members otherwise known as community.

But first what is the unique upper cervical message?

Here are the basics when communicating upper cervical:

• Accidents and injuries (especially to your head and neck) from your past can be related to your current health struggles.
• These types of accidents and injuries frequently lead to a misalignment in the upper neck
• Undetected upper neck misalignments lead to nervous system dysfunction.
• Misalignments in the upper neck create head tilt and associated postural changes throughout the spine and body.
• A misaligned spine will have detrimental effects to all aspects of the body because it impacts the master control system of the body the nervous system.
• Upper Cervical Specialists are uniquely qualified to detect and correct misalignments in the upper neck.
• This is why people who struggle with chronic health conditions will go to many different medical doctors, chiropractors, physical therapists and other health practitioners looking for help but will never find help because they are not effectively evaluating and correcting the underlying cause.
• Upper Cervical Specialists utilize specialized imaging protocols to determine the specific type of misalignment and how to correct it.
• Upper Cervical Doctors correct the upper neck misalignment precisely, specifically, and safely. This is a precise approach that does not involve forceful manipulation.
• Upper Cervical Doctors use specific outcome measures to determine if a misalignment has been corrected effectively.
• Once the misaligned spine has been corrected the goal is to keep the spine in alignment so that the damaged tissues can heal. Holding is healing.
• The goal is to adjust the spine only when it is out of alignment and for patients to hold their adjustments as long as possible.

Every upper cervical chiropractor will have a slightly different bent on this basic core message but this is a great place to start when communicating upper cervical.

And of course we also know that along with trauma, toxins and thoughts also have an impact on the body and can lead to the development or worsening of subluxation patterns in the body. But in my experience it’s always easier for laypeople to understand the traumatic causes of subluxation first. You can always teach them on the backend more about the impact of toxins and thoughts.

Now let’s focus on these 3 crucial groups to communicate upper cervical to consistently, clearly and effectively.

#1 Communicating Upper Cervical to Your Team

The 1^st group and the most important group to consistently communicate the unique upper cervical story to is your team members.

If your team members truly understand the upper cervical approach from A-Z you will have more patients than you know what to do with.

So many times we take for granted that are team members understand what we do and we don’t consistently train them and communicate to them until we hear them say something one day to a potential new patient that makes our head explode.

So it’s important you don’t assume that your team gets it. You should continually and consistently communicate the basic core upper cervical philosophy to your team.

Some ways to do this include using specific examples from your patient base.

For instance, in your weekly staff meetings you should be talking about patient success stories. Let’s say you have a patient named Mrs. Smith who came into the practice 6 weeks ago with severe vertigo that was dramatically impacting her daily life and you just did her six-week progress exam and she just recorded a video testimonial for you.

You and your team watch the video testimonial as part of your staff meeting and then you connect this patient experience to the basic core upper cervical message by saying something like this:

“That’s so exciting! You know when Mrs. Smith first came in to see us she had told me about a car accident she had been in 5 years ago when she was knocked unconscious and experienced whiplash symptoms for several weeks. She had no idea that her accident had led to her current vertigo symptoms. But sure enough when I evaluated her I found the signs of subluxation including severe head tilt, other postural changes and nervous system dysfunction on her scan.

I took her x-rays and she had a severe misalignment in the upper neck that I was able to correct and saw significant improvement in her initial tests. As she has held her adjustment longer and longer her health has significantly improved including being able to sleep better, have more energy and her vertigo symptoms have significantly decreased by over 50% and should continue to improve the longer she stays in alignment. It’s so awesome to be able to get to the underlying cause like this and truly it’s been life-changing for Mrs. Smith!”

Having these types of the real world examples that you can consistently communicate to your team as part of a weekly staff meeting is absolutely crucial for their understanding.

#2 Communicating Upper Cervical to Your Existing Practice Members

When it comes to communicating upper cervical to your existing practice members you want to make sure you communicate in a way that clearly connects them to this core upper cervical message but also keeps in mind their unique personality and situation.

The communication begins with your initial new patient phone call and continues with every visit they have to your practice.

Here are some key questions to make sure that you ask to connect a new practice member with the unique upper cervical message in your consultation, exam, and report of findings.

When discussing accidents and injuries from their past that may be connected to their current health concerns make sure you ask questions like these to stimulate their mind:

• Have you ever been in a car accident?
• Have you ever had whiplash?
• Did you ever have a sports injury that it impacted your head or neck?
• Have you ever been knocked unconscious?
• Were you ever a victim of physical abuse?
• Have you ever had a concussion?
• Have you ever had a slip and fall where you hit your head?
• Did you ever fall off a swing set onto your head or neck when you were a kid?
• Were you ever thrown from a horse?
• Did you ever have an injury to your head and neck while skiing or snowboarding?

These types of questions are really important to ask a new patient during their consultation to remind them of head and neck injuries from their past that they may have forgotten about. You can also have these types of questions on your intake form. The key here is to get them to start thinking about how accidents and injuries from the past may be impacting their health today.

#3 Communicating Upper Cervical to Potential New Patients (Your Community)

The last important group to consistently communicate upper cervical clearly to is potential new patients which is really your entire community.

This is marketing. Internal, external, and digital marketing strategies should all be focused on communicating the upper cervical story to potential new patients.

Once again this is where the core message has to be communicated in such a way that the average person can instantly connect with the message and say “yes I need upper cervical care!”

This is what we are obsessed with at Upper Cervical Marketing. Finding creative ways to connect with people with chronic health conditions and communicate the upper cervical story to them in a way that makes sense and encourages them to take action.

If you are struggling with communicating upper cervical to potential new patients then we want to talk with you.

Grab a time to chat about your practice and let’s put a plan together to communicate upper cervical to your community consistently and clearly.

It’s time to take upper cervical to the world!