UCM 004: Taking Your Upper Cervical Practice from Good to Great

The Upper Cervical Marketing Podcast Episode 4 Show Notes:

At Upper Cervical Marketing our mission is to GROW YOU, YOUR PRACTICE AND UPPER CERVICAL.

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Episode 4: Taking Your Upper Cervical Practice from Good to Great

Good to Great by Jim Collins

This is a classic business book. If you haven't read this book you need to run out and get it now. Absolutely crucial for understanding what it takes to develop a great company.

How to Take Your Upper Cervical Practice from Good to Great

download here http://get.uppercervicalmarketing.com/good2great/

UCM 004: Taking Your Upper Cervical Practice from Good to Great

You are listening to the Upper Cervical Marketing Podcast Episode 4. Today, we're talking about how to take your upper typical practice from good to great.

So, let's get started.

Hello, Upper Cervical doctors and students, Dr. Bill Davis here. Welcome to the Upper Cervical Marketing Podcast. The Upper Cervical Marketing Podcast is released the 1st and 3rd Mondays of every month, and the show notes for this episode can be found at uppercervicalmarketing.com/episode 4. You can connect with Upper Cervical Marketing on facebook at facebook.com/uppercervicalmarketing or Twitter @uppercervicalmk or by going to uppercervicalmarketing.com. Come back often and feel free to add the podcast to your favorite RSS feed or iTunes.

Now, let's get into the show.

Doctor, let me ask you a question. Are you building a good practice or enduring great practice? In November 2011, I had built a good practice.

I was collecting about $30,000 per month and helping a lot of people in my community. One day, I went mountain biking, and was paralyzed, and two months later, I had lost 80% of my practice. Today, I want to talk with you about how to build an enduring great practice for the sake of your family, your community and upper cervical. Over the past 3 years, I've been building an enduring great company that has a solid team around me at Upper Cervical Marketing. I believe we've been called to be promoters of upper cervical to the world. At Upper Cervical Marketing, we help doctors help patients through the power of the Internet. I hear stories from our doctors all the time that fire me up like Dr. Blake Haan from Huxley Iowa who I talked to just the other day, and was telling me that in his first month of running our Upper Cervical Marking System, he attracted 12 new patients who were struggling with vertigo and migraines, and had no idea that his practice even existed. No idea that upper cervical was even an option.

Decades of migraines and debilitating vertigo we're now being resolved because of the power of upper cervical or Dr. Brett Gottlieb of Fair Oaks, California, who after 30 years of practice tells me at the end of 2015 that he's had his best year in practice ever and is reaching more people in his community than he ever has before, and the only thing that has changed is implementing our system or Dr. Miguel Flores of Manila, Philippines who has nearly doubled his practice and is seeing up to 30 new patients per month with his program, and because of the success of his migraine program alone, he was featured on CNN in his country as a migraine expert. This is what I get excited about. These doctors and many others who work with us are moving their practices from good to great through the power of a technology accelerator.

Today, we're going to talk about how to take your practice from good to great. We're going to give you a free resource that you're going to be able to use immediately to help your practice and we'll talk about some ways that our Upper Cervical Marketing Team can partner with you.

So, first of all I'd like to recommend an incredible book called, ‘Good to Great’ by Jim Collins. If you haven't read ‘Good to Great’ and all of Jim Collins's books he has four of them, I highly recommend reading them over and over. They are fantastic books. So, if you haven't got it, run out and get it right now. One of the most important concepts in the book is that, good is the enemy of great. I believe this concept can be applied to your individual practice, but also to upper cervical in general.

Upper cervical is a good profession. We help a ton of people, who no one else can help, but I believe we can be a great profession, and I believe that it has to start with each individual practice, and each individual doctor. There is no status quo in business or in life. You're either declining or improving, growing or dying. If I asked you if you wanted to grow your practice in 2016, I imagine you would say yes. I imagine you wouldn't want to be the same in the place you are now at the end of 2016 or declining. We have about 3000 upper cervical doctors in the world. How can we get to 6000? It all starts with your practice. How can you grow your practice, so that you can add associates? Having associates should be a major goal for all Upper Cervical Doctors.

According to our 2015 survey, only about 25% of Upper Cervical Doctors have associates in their practice. For those of you that have an associate, how can you add another one?

There are six factors to growing an enduring great company that Jim Collins and his team have discovered over 25 years of research and written about in the four different books that he's published. I only have time to talk about three of the factors. So, we've created a free report that discusses all six and specifically focuses on how it relates to an Upper Cervical Practice. You can get the free report by going to the show notes for this episode uppercervicalmarketing.com/episode4. That's the number four, uppercervicalmarketing.com/episode4.

You'll be able to get all the notes from this episode and click on the link to download the free report, ‘How to take your Upper Cervical Practice from Good to Great.’ This is a breakdown of the major concepts of the ‘Good to Great’ book. A majority of doctors in Upper Cervical in general are in this build-up phase. In order to get to the breakthrough and go from a good profession or a good practice to a good practice, a great practice or a great profession, it starts with a mindset of the leaders getting the right people on the bus and the right people in the right seats and confronting the brutal facts through discipline thought, utilizing discipline action through the utilization of technology accelerators.

So, let's talk about the first step in becoming a great company taking a good company and becoming a great company. Jim Collins in his research has noticed that the number one most important thing is related to leadership.

Most Upper Cervical Doctors are highly capable individuals. They've become contributing team members, have a good practice and are likely a competent manager. Maybe an effective leader but to take your practice from good to great, you must become a level five leader. Those are the five levels that Jim Collins has discovered in his research.

  • Number one is the highly capable individual.
  • Level two is a contributing team member.
  • Level three is a competent manager.
  • Level four is the effective leader
  • but level five, the level five executive level five leader, builds enduring greatness for his or her of practice through a paradoxical blend of personal humility and professional will.

There's several characteristics of a level five leader that if you want your practice to go from good to great, you need to embrace and grow towards on a daily basis.

  • The first one is humility. There's a big difference between confidence and arrogance. Being humble about who you are, about where you are in the world, about the things that you need to learn. Humility is a key to building a great practice.
  • Number two is honesty, being honest with yourself and others. It's so easy to lie to ourselves. Sometimes it's easier to believe the lie that it is to be truly honest with yourself. Be honest about your practice. Be honest about the problems and the issues that you're facing in your life and in your practice.
  • Number three is an incurable need to produce results. Being results oriented. This is a key for level 5 leaders. Being results oriented, focused on attaining results through humility, through honesty…
  • …and then through the fourth aspect, which is a workmanlike diligence to not only get results but to have steady and consistent results.

A great analogy that Jim Collins mentions in these books is the mirror and window analogy, and it's a great picture of who a level 5 leader is, and who you should aspire to be if you want to take your practice from good to great. The mirror and window analogy goes like this when things are going well, level 5 leaders look outside of the window and contribute some success to other outside factors: the organization, their team members, good fortune, etc.

So, when things are going well, you look outside, you look for the reasons why that's happening outside of yourself. That's the humble level 5 leader. The second part of the analogy is the window part, I'm sorry is the mirror part. We talked about the window. The mirror is, when things do not go well, level 5 leaders look in the mirror. They take responsibility. They do not make excuses or blame others.

This is a key to being both realistic and humble at the same time. The mirror and window analogy -  important to understand that and focus on developing that level five leader characteristics.

Now, the second one we’re going to talk about is the first who, then what principle. This is the second aspect of all these Fortune 500 companies that Jim Collins researched and studied and determined that… He talked about picturing the bus and if you get the right people on the bus and wrong people off the bus and the right people in the right seats, then you're going to be much more likely to accomplish your goal of developing an enduring great company.

If you begin with who rather than what, you are more easily able to adapt to a changing world around you. If you get the right people on the bus, the problem of how to motivate and manage people will largely disappear. If you have the wrong people, it doesn't matter whether you discover the right direction you still won't have a great company.

First who is a very simple idea to grasp and a very difficult idea to do. Building a strong team and not a genius with a thousand helpers… Is that you doc? Are you the genius and all of your team members just run around trying to help you or have you built a team? …a team, a true team that works together to accomplish great things for your community your practice and for the people that you serve.

Another key is that, it's who you pay not how you pay them, and do you have the right people? The amount that you pay them, the purpose of a compensation system should not be to get the right behaviors from the wrong people but to get the right people on the bus in the first place and then keep them there with a positive profit sharing or a compensation system that works… and this is the key, if you have the right people, they will do anything within their power to make the company great, not because of what they will get but because they simply cannot imagine settling for anything less. For Upper Cervical doctors, it's crucial to hire the right CAs and associates for your team. Without the right people on the bus, you will not become a great practice.

The last aspect of the Jim Collins book that we're going to talk about, is the use of technology accelerators.

So what are those? If you have a good practice that is building, then the right technology accelerators can help you break through to the next level.

Here are a few examples:

  • Digital x-ray – If you have implemented digital x-ray in your practice, you'll likely know that you have been able to be more efficient in your processing of new patients, and your taking of x-rays and retakes and so forth. It's a great example of a technology accelerator.
  • Another one is my buddy Dr. Kerry Johnson's ‘My Chiro Correction’ software – a fantastic resource for communicating the upper cervical message and your report of findings, can save you lots of time, and be able to communicate things so much more effectively to both your patients and also their spouses at home.
  • …and the third technology accelerator example that I wanted to mention was the Upper Cervical Marketing System.

Now, this is what we offer, right? This is a comprehensive online marketing program. It's designed to build trust, credibility and likability for the doctor and his practice in his local community. It utilizes key technologies including social media, blogging, email marketing, upper cervical specific websites, landing pages, online reviews, video testimonial and more to connect Upper Cervical Doctors with local targeted leads. In your local community, there are people who desperately need your help, but have no idea you exist. Internet and technology allows Upper Cervical practices to connect with people who need their help.

So, if you have a good practice right now. Maybe you're collecting $30,000 per month and you'd like to get to forty or fifty thousand, so you can bring on some associates, and really start to build an enduring great practice that could last if you weren't there. What happens if you get hurt? What happens if you're unable to practice for a while or what happens if you just want to take a vacation? Are you able to do it and still maintain the success of your practice? Taking your practice from good to great is crucial for the ability of your practice to sustain without you. All doctors as I said, should have associates. It's a goal for every Upper Cervical Doctor, and right now only 25% of Upper Cervical Doctors have associates in their practice, and if you do have associates, how can you add another associate? How can you create another opportunity for another doctor coming out of school to be able to learn what's necessary to be successful in practice?

So, if you are passionate about Upper Cervical and you understand the importance of online marketing but you don't have the time or the energy or the know-how in order to do it effectively or if you have an existing website that isn't getting the results that you would expect and you have systems in place to convert leads effectively, you have a good practice, you know how to do a report of findings, you know how to take a patient and help them understand what's going on with their body and how upper cervical can help them, you know how to do these things, then a technology accelerator like our Upper Cervical System and online marketing system specifically for Upper Cervical Doctors can make a tremendous impact, tremendous difference in your practice, and help it go from good to great.

So, what can you do next? If you are truly excited about some of the things I've talked about today, you want to become the level 5 leader, you want to get the right people on your team and you're really intrigued about technology accelerators and how they can take your practice from build up to breakthrough, from good to great, from a good practice to an enduring great practice with associates, with multiple associates, with doctors who can continue to do what you do even when you're not there. Then go to our website. Go to our uppercervicalmarketing.com. There's a big blue button right in the center of the first page of the website that says, ‘Get an online marketing discovery session.’ It's a no obligation. You click on that button. Fill out the information. We'll schedule the time to talk with you for about 30 minutes. We'll look at your website. We'll look at your online marketing presence. We'll look at your market. Will tell you whether or not it's a good fit or what's up, which one of our programs is the best fit. You look at it. You look at your budget. You look at the situation and you decide whether or not it's the right fit for you.

So, go to uppercervicalmarketing.com. Click on online marketing discovery session. Schedule a time with us, and lastly just want to mention again the show notes for this episode will be at uppercervicalmarketing.com/episode4. That's where you can click on the link, go and get the ‘Good to Great’ free report for you that will give you all six. We've only talked about three and get all six of the steps that you need to take to take your practice from good to great.

And that's the show.  Thanks for listening.

The Upper Cervical Marketing Podcast comes out the first and third Mondays of every month to grow you your practice and upper cervical and the show notes for this episode can be found at uppercervicalmarketing.com/episode4.

For questions email me at drdavis@uppercervicalmarketing.com.

It's time to take upper cervical to the world.

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UCM 004: Taking Your Upper Cervical Practice from Good to Great
UCM 004: Taking Your Upper Cervical Practice from Good to Great
UCM 004: Taking Your Upper Cervical Practice from Good to Great
About the Author: Dr. Bill Davis
Dr. Bill Davis is the Founder and CEO of uppercervicalmarketing.com. His goal is to spread the word about the best-kept secret in health through Upper Cervical Specific Business and Marketing Solutions.
We understand the pain of losing valuable time and money… and what it can be like to hate your marketing. That’s why we specialize exclusively in upper cervical care and chiropractic online marketing.
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