Catch The Wave

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There has never been a better opportunity for chiropractic medicine?and it's going to get even better!

Living in Southern California the ocean waves and the surfing environment inspire you. You cannot help but draw the analogy of "catching the wave" during the most exciting time I have experienced in chiropractic medicine over the past 15 years.

There has never been so much opportunity in the history of physical therapy! State-of-the-art equipment like the 830Laser, a cold laser therapy device, provides unprecedented options in healing from arthritis pain to carpal tunnel syndrome treatment. Most significant, the public is becoming aware of the benefits. Good health and pain relief, without side effects, has finally become important to the public at large.

Insurance companies are realizing that to keep providers they will have to pay for new modalities that reduce overall insurance costs. Fees have finally risen to the point that chiropractors receive what they deserve for the products and services they deliver. I have never seen a better opportunity for chiropractors and physical therapists to be financially and professionally rewarded for practicing their chosen profession, and it's going to get even better! If you haven't already, you need to catch the wave!

More and more clinicians are retiring, and fewer and fewer full-time physical therapists and chiropractors are replacing them. At the same time the potential patient population continues to grow. Educated consumers are becoming more aware and more desirous of quality care and they are willing to pay for it!

Are you taking advantage of these new opportunities to grow your practice? Here are some questions you might ask yourself:

Are you ready to catch the wave?

Do I have something new and exciting to tell my patients? Have I identified my target patient and is my marketing plan attracting that patient?

Do I have patients in my practice who are obstructing the system? Are they accepting my treatment plans, keeping appointments, and following through with treatment?

Am I accepting reduced fees for my services? If so, why? Am I providing a way for my patients to financially afford the treatment desired?

Are my clinical skills, equipment, and materials state of the art?

Is my team working with me to achieve the values and vision that I have for my practice?

If you can answer yes to these questions, I am sure you are experiencing the rush of riding the "big one" we have in chiropractic medicine and physical therapy today. If you answer no to any of these questions, you may miss the greatest opportunity that clinicians have ever had to offer.

Anthony Pirritano, DC, Owner of five clinics in Southern California. Founder of the Chiropractic Injury Care & Prevention Network. He may be reached via email at or by phone at 951-737-1252

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