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Yesterday I went to my chiropractor for my weekly appointment (middle age is catching me).  Anyway, she rescanned my back and we then discussed my treatment options.

Now you have to remember I coached chiros for 5 years in how to improve their businesses, so I knew what was coming, or at least I thought I did.

She mentioned her “Wellness Program” (I helped implement this into countless practices) and instead of paying $47 per visit every week, she was going to put me on a 2 weekly program at $32 a visit.

I can understand their way of thinking in that they are trying to hold onto patients as they get better, so $32  a fortnight is better than nothing.  Unfortunately, they are devaluing their worth.

And to top it off, they include 2 body scans during the year.

Now this is good for the patients, but as a business model, it’s totally floored as Wellness care should include extras and the pricing should be higher.

The big thing they have missed is that a lot of consumers want the best and will pay a premium for it, plus the feeling that they are getting something others are missing out on.

Sure they will lose some patients, but the ones they keep will be better quality ones that follow instructions and refer.