CHEC_1(A).ps 8/21/09 11:54 AM Page 1 ISSUE #14: SEPTEMBER 10, 2009 The Magazine Dedicated to Practice Growth and Prosperity Since 1954 • www.ChiroEco.com Get to know a revolution in alternative medicine PAGE 15 How you can attract new patients PAGE 29 The key to connecting with your community PAGE 43 Get a short-term plan for long-term employees PAGE 49 Should you change accounting methods? PAGE 60 Dr. Carl S. Cleveland III PLUS Retail Products Directory Living PAGE 52 a Legacy PAGE 32 CHEC_2.ps 8/20/09 10:22 AM Page 2 CHEC_3.ps 8/20/09 10:24 AM Page 3 CHEC_4.ps 8/20/09 10:26 AM Page 4 contentsCHIROPRACTIC ECONOMICS • VOLUME 55, ISSUE 14 clinical research IN EVERY ISSUE A revolution in alternative medicine . 15 EDITOR’S MESSAGE . 8 By Beth Bay NEWS . 10 ADVERTISERS INDEX . 64 DATEBOOK . 65 nutrition PRODUCTS . 70 MARKETPLACE . 71 Unearthing necessary minerals . 23 CLASSIFIEDS . 72 By Richard Drucker, BS, MS, ND, PhD RETAIL PRODUCTS GUIDE . 52 marketing Chiropractic The law of attraction . 29 ECONOMICS By Kort Harshman, DC Chiropractic Economics (ISSN 1087-1985) (USPS 019-178) is published 18 times per year and two of the issues, in July and November, will include a special editorial supplement. In addition, two issues are mailed in January, February, April, June, feature Aug., and Sept. One issue is mailed March, May, Oct., and Dec. Address: Chiropractic Living a legacy . 32 Economics, Inc., 5150 Palm Valley Road, By Stanford Erickson Suite 103, Ponte Vedra Beach, FL 32082. Phone: 904-285-6020, Fax: 904-285-9944. Web Contact: www.ChiroEco.com. (A Florida Corporation). POSTMASTER: Please send form #3579 to personal development Chiropractic Economics, PO Box 3521, Northbrook, IL 60065-9955. Periodicals Connecting with your community . 43 class postage paid at Ponte Vedra, Florida and at additional mailing offices. GST By Shelley Simon, BSN, DC, MPH, EdD #131868416. Subscription Rates: U.S. and possessions, $39.95 one year, Canadian subscribers add $35 per year shipping and handling; overseas subscribers add $60 per year practice management shipping and handling. Students, $19.95, Single copy, $4. Short-term plan for long-term employees . 49 Statement: While encouraging the free By Laurie Mosier expression of opinion by contributors to this publication, Chiropractic Economics and members of its staff do not necessarily agree with/or endorse the statements made in the advertisements or contributed articles. Chiropractic Economics is owned by finances Chiropractic Economics, Inc. a Florida Corporation, Joseph D. Doyle, President To be forewarned is to be forearmed . 57 and CEO and Wendy Bautista, Editor. By Jason Newfield, Esq., and Justin C. Frankel, Esq. Authorization for the use of photographs and/or illustrations is the responsibility of the author(s). All materials submitted for Finance and taxes: publication shall remain the property of this Changing accounting methods midstream . 60 magazine until published. By Mark E. Battersby Change of Address: Six to eight weeks prior to moving, please clip the mailing label from the most recent issue and send it along with your new address (including zip code) to the CHIROPRACTIC ECONOMICS studentDC.com CIRCULATION DEPARTMENT, PO Box 3521, Northbrook, IL 60065-9955. For a faster 7 strategies to help you create change, go to www.ChiroEco.com and click on “Customer Service.” SUCCESS after graduation . 66 4CHIROPRACTIC E CONOMICS WWW.CHIROE CO. COM V OL 55: ISSUE 14 • SEPTEMBER 10, 2009 CHEC_5.ps 8/20/09 10:26 AM Page 5 CHEC_6.ps 8/20/09 10:28 AM Page 6 NOW ONLINE HOME PAGE FOR THE SUCCESSFUL DOCTOR OF CHIROPRACTIC Home | News & Wires | Chiropractic Research | Magazine Archives | Webinar Archives » Blogs » Chiropractic Events » Buyers Guide » Videos » Job Boards Resources for you at ChiroEco.com First Tuesday @ 2 More from this issue Webinar Series Find success strategies from Cleveland Chiropractic Economics hosts a free Chiropractic College at Find us online! Webinar series on the first Tuesday of www.studentdc.com. Check out Chiropractic Economics on each month at 2 p.m. Sign up for our Facebook and Twitter. next Webinar or view our archive at Resources for www.ChiroEco.com/facebook www.ChiroEco.com/FirstTuesday. Canadian DCs www.ChiroEco.com/twitter Our Web site section for Canadian Job Board DCs features news from schools, Resource Centers Visit www.ChiroEco.com/jobboard organizations, and seminars. The site for employment opportunity listings also includes Canada-specific coding Lasers for: and billing information. Check it out www.ChiroEco.com/erchonia • Associates at www.ChiroEco.com/Canada. • What are you treating with lasers? • Billing • The highs and lows of lasers • Chiropractic Resource Guide Assistants and Directory Instrument Adjusting Our patient retention resource guide • Doctors of www.ChiroEco.com/neuromechanical and directory is now available online Chiropractic • Bring adjusting instruments to at www.ChiroEco.com/directory. • Faculty the table • Front Office/ Reception/Scheduling • Integrating instrument adjusting in your practice • Independent Contractors Online Poll • Marketing Has our profile of Cleveland Electronic Health Record • Massage Therapists Chiropractic College influenced your opinion • Multidisciplinary Practice www.ChiroEco.com/futurehealth of the school? Opportunities • Guest Editorial - How to keep To enter your response and • Office Management EHRs secure view the results of our last poll, • A case study in billing • Temporary Positions visit www.ChiroEco.com. • Other Expert Insights Blogs by Jean Murray, Perry Nickelston, Michelle Geller-Vino, Kelly Robbins, Kathy Mills Chang, Jasper Sidhu, Paul Varnas, and the Chiropractic Economics editorial staff. We have chosen these bloggers from different niches: Practice startup, reimbursement, strategies from the ‘real world’ of chiropractic, and the chiropractic press. We do this to make sure you get the big picture about chiropractic success. Miller's Moments The Chiropractic ChiroMasterMind Revenue Centers: Marketing Connection Only 2 reasons Question #2 Don’t let low self-esteem stop you from marketing your practice By K. Jeff Miller, DC By Kelly Robbins By Perry Nickelston www.ChiroEco.com/miller www.ChiroEco.com/robbins www.ChiroEco.com/nickelston 6CHIROPRACTIC E CONOMICS WWW.CHIROE CO. COM V OL 55: ISSUE 14 • SEPTEMBER 10, 2009 CHEC_7.ps 8/20/09 10:28 AM Page 7 CHEC_8.ps 8/20/09 5:33 PM Page 8 ACTIC E PR C O O editor’s message R N I 5 O H M C 5 I C th S ANNIVER S 1954 - 2 AR 00 Y Chiropractic 9 ECONOMICS It’s all about knowing DEDICATED TO PRACTICE GROWTH AND PROSPERITY SINCE 1954 Volume 55, Number 14 ome people say the more you know, the better Editorial Director Stanford Erickson Syou are and the better you will feel. [email protected] Apply that “philosophy” to your practice and it is: The more you know, the Editor better you can serve your patients and the better they will feel (and more will Wendy Bautista come knocking on your door). [email protected] In “Unearthing necessary minerals” on page 23, it Assistant Editor Ryan Daley discusses the exact meaning and purpose of minerals [email protected] and why they, as opposed to vitamins, are so important Editorial Assistant for excellent health and well-being. By knowing what is Melissa Heyboer beneficial, you can ensure your patients are getting all [email protected] the minerals, vitamins, and nutrients they need. Art Director “The law of attraction” on page 29 informs you of Christine Wojton [email protected] some of the methods and steps you can take to increase Let me know what’s your volume of new patients. Knowing how to better Production Assistant on your mind: Nicole Evans 904-567-1539 market your practice, can definitely help in your quest [email protected] Fax: 904-285-9944 for the right patient base — and have them lining up [email protected] Vice President, Web Operations/ at your door! Audience Development On page 32, you will find the second in a series of interviews with chiropractic Manuel Lirio [email protected] university and college presidents. Editorial Director Stanford Erickson sat down with Carl S. Cleveland III, DC, president of Cleveland Chiropractic College Web Developer Darryl Green (CCC), and got to know him better. In [email protected] “Living a legacy,” Dr. Cleveland III discusses Accountant how his family of chiropractors was a major Brenda Murphy influence on his life and his profession, and [email protected] how his connection to the chiropractic National Account Executives community has helped build a better Jeff Pruitt, 904-567-1542 [email protected] chiropractic college. Janice Ruddiman Long, 904-567-1541 Let Dr. Cleveland III as well as the other stories in this issue show you how [email protected] this “philosophy” can work and help you achieve a better practice with Joel Morris, 904-567-1548 happier patients. [email protected] It all comes down to the more you know. Jill Upton, 904-567-1546 Wishing you success, [email protected] Advertising Coordinator Hustin Wildman, 904-567-1543 [email protected] Wendy Bautista, Editor Classifieds Account Executive Tina Farber, 904-567-1551 CHIROPRACTIC’S TIMELINE [email protected] As part of our celebrating 55 years in the profession, Chiropractic President/CEO Economics will feature a section of the chiropractic historical timeline in Joseph D. Doyle each issue leading up to 2009. [email protected] 2006 The New York Chiropractic Council and the New York State Business & Editorial Offices Chiropractic Association joined forces and created a Joint Legislative 5150 Palm Valley Rd., Ste. 103 Task Force to identify and pass legislation that will benefit chiropractic Ponte Vedra Beach, FL 32082 patients and the profession. Phone: 904-285-6020, Fax: 904-285-9944 www.chiroeco.com 2006 The Michigan Chiropractic Society and the Michigan Chiropractic Founded 1954 Association merged into one unified association, the Michigan William L.