The Real Reason Your Chiro Biz Isn't Growing (It's Not Your Marketing)

The "One Talk" Blueprint for Practice Growth

• Shift the patient's perspective. The core of Dr. Zaino's powerful talk is to move patients from a mindset where "health is how I look or how I feel" to one where "health is how I function." By making this shift, he can connect their health to the nervous system and position chiropractic care as a foundational necessity rather than a temporary fix for symptoms.
• Anchor health to a core value. He begins by asking patients about their "greatest asset," and once they acknowledge it's their health, he uses simple logic to connect it to the nervous system and the spine. This approach helps them logically accept that they need to take care of their spine for the rest of their lives, not just when they are in pain.
• Frame your personal story as a powerful example. Dr. Zaino's story of overcoming a terminal autoimmune disease is a key part of his talk because it provides a living example of his philosophy. He encourages other doctors to find their own stories, big or small, to create a real and relatable connection with patients, moving beyond being a mere purveyor of information. He believes a story can transform a tough experience into a blessing that impacts others.

Building a Cash-Based, High-Retention Practice

• Turn your practice into a utility. Dr. Zaino framed his lifetime patient care model as a "utility of living life," similar to a phone bill or cable subscription. This makes patients less likely to cancel when times are tough, as they would not think of stopping payment for their essential utilities. The plan is sold upfront, and finances are never discussed again, making health a non-negotiable part of their budget.
• Become a congruent leader. Dr. Zaino advises that doctors should be a living example of their teachings and live with congruency . He suggests that a doctor and their staff should be getting adjusted and participating in the healthy activities they recommend to patients. This authenticity builds trust and prevents the practice from feeling like a sales pitch.
• Pre-frame and overcome objections. When he transitioned to a cash-based model, he increased his prices, which forced him to become an expert communicator. He began to "pre-frame" and address potential objections to a high-cost care plan during his talks, such as a patient's concerns about insurance or affordability. His talks included "bits" on why insurance-based care is dangerous and why the most affordable care is the one that works.

Unbreakable Mindset and Leadership

• Overcome limiting beliefs. Dr. Zaino's personal struggles, including a terminal illness, a Ponzi scheme, and a Mexican prison, stripped him down and forced him to rebuild from nothing, giving him a renewed sense of purpose and appreciation. He chose to reframe these painful experiences as a blessing, which became the source of his
  unbreakable mindset and a powerful narrative for his practice.
• Define your purpose. He challenges every doctor to ask themselves three questions: "Who am I? Why am I? Where am I?" He believes that answering the toughest of these questions, "Why am I?", is the foundation for a doctor's hero's journey, story, and purpose.
• Your greatest asset is your own value. During his time in a Mexican prison, Dr. Zaino learned that his "currency" was his ability to bring value through his chiropractic skills, even in the most challenging of circumstances. This experience taught him that his self-worth and skills were his most valuable assets and that an authentic leader brings that value to every situation.