Offering treatment products at your practice can result in a high rate of return

Use of alternative medicine is on the rise. More people are beginning to consider alternatives to the medical profession when a health issue arises. Even hospitals are moving in that direction, with more than one in four US hospitals now offering alternative and complementary therapies.¹ Patients are increasingly looking to their chiropractors to supply the treatment products they need to improve their health naturally.

Chiropractic Products spoke to four experts to find out how chiropractors can benefit most from selling treatment products. Mark Mandell is director of business development for Foot Levelers Inc in Roanoke, Va. Susan Nickell is CEO of Glacier Cross Inc in Kalispell, Montana. Steve Keller is vice president of sales for Scrip Chiropractic Supply in Peoria, Ill. Allen Woodruff is president of Synergy Therapeutic Systems in Sanford, Fla.

How much is a chiropractor’s initial investment to start this profit center?

Mandell: Foot Levelers wants to help the doctor as much as possible. The Associate Platinum, along with a laptop, training, and all the support marketing materials, are available for $1,599. Of course, doctors can still purchase the foam casting Starter Kit with us for just $29.99. Being Foot Levelers, we also understand that doctors may want to test the system in their office first, so we offer a 100%, money-back guarantee on the Associate if the doctor is not thrilled with what it can do for his or her practice.

Nickell: Pronex Pneumatic Cervical Traction is a compact, self-contained pneumatic cervical traction device for use in the supine mode. Its ergonomic design encourages a high rate of patient compliance. Professional price is $295. Cost for two or more is $250 per unit. It is reimbursed by workers’ compensation and most insurance carriers under code EO855. Pronex comes complete with a 30-day money-back guarantee.

Keller: Offering retail products to your patients can be done on whatever level the doctor feels comfortable. A simple analgesic countertop display, placing lumbar cushions in waiting room chairs, or pillows in the consultation room can all be done for less than $100. To place a multiproduct floor display in the waiting room will run about $500 and up depending on the product displayed. A doctor will see the best results by placing a display in the waiting room and supporting that effort with product literature, cushions in the waiting room chairs and consultation room chairs, pillows in the adjusting room and/or consultation room, as well as countertop displays in high-traffic areas, such as sign in and sign out.

Woodruff: Complete systems cost approximately $500 to $1,000.

What type of research should a chiropractor expect to see, showing the effectiveness of the product?

Mandell: With 30 peer-reviewed and published studies, Foot Levelers Spinal Pelvic Stabilizers are one of the most researched products in chiropractic and set the standard for what chiropractors should expect to see from their suppliers. Our research shows that Foot Levelers Spinal Pelvic Stabilizers can improve foot, spine, and pelvic alignment, reduce Q-angles, reduce fatigue, improve balance, and improve athletic performance. They have the highest level of patient satisfaction in the industry.

Nickell: They should expect published clinical studies, plus detailed case-descriptive testimonials from chiropractic researchers, neurosurgeons, and pain-management specialists. Reports show that 80 percent of cervical pain patients in studies experience significant relief after using Pronex. These clinicals and references are available at www.glaciercross.com, or call (800) 388-4828 for copies.

Keller: Most of the products have research that has been done on the product or on a similar product. That research is available to doctors through their dealers. Offering a variety of products is often the answer, because no one product is right for everyone. Doctors should talk to their dealers about what products have performed the best, both in sales and effectiveness.

Woodruff: Research showing benefits from exercise is common knowledge. This is one reason why insurance companies are demanding more rehab or active care and are willing to pay for treatment. The exercises performed in the DVDs using the Synergy Exercise Equipment are in actual time for patients to watch and exercise along with the DVD. Other support materials to help patients exercise properly include wall charts, progressive notes, tear-off sheets, and booklets. The exercises in the DVDs are professionally done by top physical therapists and spine specialists of Florida Hospital. These protocols and similar exercise protocols are repeated daily throughout the United States at major hospitals and outpatient care facilities. The effectiveness of the product is dependent upon the consistency of use. The more educated the patient is, the more likely the patent will continue in the rehab program.

What level of customer support should a chiropractor or staff member expect when they have technical questions about the product?

Mandell: Foot Levelers is backed by 54 years of support to the chiropractor and the chiropractic profession. We have a team of highly trained customer-service representatives for product questions and a separate tech-support team for technical questions. We are committed to seeing you succeed.

Nickell: Pronex is a quality, durable health care device that requires minimal upkeep. Our knowledgeable technical-service staff is available weekdays from 9 am until 5 pm. If you call after hours, record a message on voice mail and you will be contacted the next day. Our number is (800) 388-4828.

Keller: A dealer that understands what selling products to patients entails should be providing an extremely high level of service. A doctor and his staff have many responsibilities and need to work with a distributor willing to provide expert advice, training materials, phone support, a money-back guarantee, and continued information on new products that come available for the doctor to offer.

Woodruff: We are often told we answer the technical questions better than any rehab company out there. We are very serious about the back end of our business. We have been answering technical questions for more than 13 years through our (800) 639-3539 number. Sometimes, doctors call to discuss specifics, like isolating the subscapularis for a rotator cuff patient. However, subjects related to billing and implementing rehab are most common. Most sales are generated from home patent kits, and complete systems sales are generated primarily from word of mouth and referrals. When our customers are running a smooth rehab room, it directly reflects our residual sales. We’re here to service the technical questions.

What is an acceptable delivery time if a DC finds inventory to be low?

Mandell: The first step is to plan ahead. Once we receive an order, our skilled technicians strive to process the order within 48 hours of receiving it, whether it is a custom-made orthotic or an Associate digital scanner. Ultimately, once a clinical decision has been made by the doctor to have the patient wear orthotics, you would want to have them in as short a time as possible. The Associate digital scanner makes this possible.

Nickell: Pronex will be shipped the day the order is received. Shipping time typically is 3 to 5 days. Customer satisfaction is a key priority.

Keller: Actual shipping time will vary because of location, but the doctor should expect supply and retail-type products to be kept in stock and be ready for shipment within 24 hours of when they place their order.

Woodruff: You can expect systems to be shipped within 48 hours. Home patient kits are shipped within 24 hours.

How much assistance should be provided in helping chiropractors set up the product in their office?

Mandell: We provide one-on-one training for each office to review products, make the recommendation, learn how to get paid for orthotics, and use the materials. We also offer a series of seminars around the country where the doctor can learn hands-on techniques and the clinical justification for Spinal Pelvic Stabilizers.

Nickell: Our staff is always available during the week to answer the medical professionals’ questions. Patient-oriented instructional material is provided for the chiropractic office. Directions are clear, and the unit’s methodology for supine traction is easy for the patient to follow. Published protocol is available at our Web site.

Keller: A multiproduct floor display, for instance, should include the proper instructions for a doctor to set up their display in less than 30 minutes with very little effort.  Training materials should be simple and can be covered with office personnel in a short staff meeting. Each office will vary in how much assistance they might need as to best placement of the display, etc. A good dealer should be available to walk the doctor through the whole process if needed.

Woodruff: This is the true beauty of our rehab system. Low-tech rehab is generally labor-intensive. However, our system just takes just a few minutes to understand where to track patient progress and get familiar with the resistance bands, mounting station, wall charts, and DVDs. Many doctors stay busy enough with their patients without having to soak up their time in the rehab room. Here’s what makes our Synergy System so successful. Many patients exercise right along with the DVD for the first and second visit then refer to the wall chart on the third through sixth visit. After 2 weeks, patients then progress to the next phase for 2 weeks. There are a total of three phases.

Reference
1. Hospitals Add Alternative Medicine. Available at: http: //www.webmd.com/content/article/125/115949.htm. Accessed August 11, 2006.