2021 kicked serious ass ! 

Yes, for many outside of our practice, our profession, and our style of people (of which there are 100+ million, see below)… it was a chaotic, stressful, and toxic year. 

But if you were inside the rapidly expanding circle of influence we live in and lead from, this year was freaking fantastic !!! 

I wake up every single day not only committed to living full out this incredible life God has granted me, but also getting the perspective and actions steps that led to it shared with as many of you as possible. 

So in that light, here are the 3 most impactful, most helpful-to-you lessons I learned in 2021.

Read on, learn, and if inspired… get after these three things like never before in 2022!!! 

1. If you focus too much on math and profits, you lose your meaning and purpose. 

Like all things in life, running a business (practice) means always seeking to maintain a delicate balance. I like to refer to this as...

1. Bring More Inspiration and Enthusiasm than Information and Education

As absolutely obsessed chiropractic philosophy and science nerds , so many of us immediately fall into the trap of wanting to dive deep into the 33 principles, science of subluxation , our fancy digital x-rays, or go hard at explaining Thermal DTG, Surface EMG, and HRV!

That is an absolutely wonderful plan to take IF you're teaching CEs to a room full of chiropractors, but you're not. You are speaking to a parent.

A parent who has been completely beat up, inundated, and overwhelmed (yet underwhelmed at the same time) by the traditional medical system , and probably biomedical and natural medical world already.

They've already had all the blood work, lab tests, genetic testing, MRIs, EEGs, and more... and yet they have NOT yet found the Hope, Answers, and Help they seek to get their child well.

Therefore what they need from you more than anything else during this visit is an obsessive, almost obscene amount...

As chiropractors we spend so much time sorting out and choosing our primary adjusting technique  , and we wear that title with such pride that we mistakenly try and take it 'outward' to our community. What do I mean by that? I mean this stone cold reality is true - less than .1% of your community cares what technique you use my friend. 

I've found that the vast majority of chiropractors are absolutely freaking phenomenal at adjusting  (albeit not all by any means), but really terrible at the topic of this email -- brand positioning. 

Read thru the  Major Brand Mistakes that most Pediatric Chiropractors make, and then be sure to check out the end of the email  where you can get clear direction on what brand position you DO want to take... if you want to make massive impact on kids  and families in your community, and have a wildly successful  at the same time!

Mistake #1 - Thinking 'Family'...

The #1 thing we all love to do as Pediatric Chiropractors (talk about it 24/7) is NOT the very first thing  you need to be doing when communicating with parents in your community, or on a Day 1 Consult. 

We all need to stop trying to jam the science, art, and philosophy down their throats right out of the gates... and first take the time to listen , connect, and lead with empathy. 

You do that, you "win" and convert the pediatric patient under care every single time. 

Skip that step and go right to the fire hose of spewing science and scripts all about how amazing chiropractic is, how it works, etc. first... and you convert very few. 

It's the "order" of things that matters most! 

Don't worry doc, you still get to nerd out on them... just AFTER you make that empathetic, emotional connection first. 

Watch this short video blog by Dr. Tony to learn a monster mistake you likely are making nearly every single time you chat with a parent about...

1 - Don't Wait and Be Late

So many of us wait until we are about 500 miles past the burn out and exhaustion stage, where we're too busy to even see straight... and then 3 years later after that hire our first associate.  

This leads to being so overwhelmed and busy upon hiring, that you have no time and energy to immerse, support, and train the new doctor. They won't work out, you blame them (not you)... and the burn out and frustration cycle continues. 

Don't be cheap. Invest early and often, and your growth will never be slowed or stopped! 

2 - Don't Pay  Poorly 

This is a huge, direct reason why this profession continues to stay smaller than it should. We limit ourselves with poor, awful business decisions. 

There is no greater potential you can invest in than another amazing subluxation slayer to saddle up alongside you and serve! Stop paying them a low salary, giving them a dry spine and screening kit, and sending them to Costco each weekend...

This is a quick-hitter blog post, designed to refuel or recenter your purpose - depending on where you currently are in this conversation! 

Look, making a massive income and taking tons of vacations are freaking great. But if that is your primary purpose, then every single mom and dad in your community will sniff that out in a hot second and NOT bring their kids to see you. 

If you want a thriving Pediatric, Prenatal, and Family Practice then you've got to get your priorities and purpose in the right order. 

If you got into this primarily to make a ton of money and have a ton of time off, then PI and Peripheral Neuropathy are for you - not Peds and Family.  

Enjoy this 90-second "rant" my friend we pulled out from one or our Tuesday PX Membership Zoom Trainings! 

As a profession, we get so frustrated when parents turn to the pediatrician ‍ and medications first. But let's be honest, what does the majority of our own profession turn to first when a tough case comes up? 

Chiropractic adjustments of course is the answer, right? Oh how I wish . 

Just like a pediatrician who continues to throw out antibiotics and steroids for every respiratory infection   gets under my skin, so does this sad reality our profession faces - when push comes to shove 50% or more of us turn to primitive reflexes and probiotics before principled chiropractic and slaying subluxations. 

Not good. 

I just finished going through the last 15-20 posts in our Pediatric Chiropractic Today Facebook Group that had a chiropractor looking for help with a case clinically, either a patient or their own child. What I found was that in just over 50% of the responses, our very own profession recommended these docs try something besides...

Never before have parents been absolutely over and done with the medical profession, and their focus on fear, treatment, etc.

Whether they've joined 1 or 100 holistic, crunchy Facebook groups... the gig is up. Parents today know that the traditional medical ‍ approach is crap . 

They are leaving it in droves and looking for something different.

That's why now today, more than ever, it's absolutely crucial the message you share with your community (marketing ) and patients must clearly provide contrast to the message of medicine . 

Contrast just may be my favorite word. I'm obsessed with it! It allows you to stand out and stay separate and distinct from others, without bashing or talking down about them! 

For the last 2 weeks we had six Perfect Storm Intensive patients at our practice, staying for 2 weeks to get 2 adjustments per day. These patients especially have literally done it all, tried it all. They've exhausted the medical system of drugs and surgery,...

• Get UNSTUCK from talking symptoms , conditions, diagnoses only
• Get UNSTUCK from talking (and examining) the spine , muscles, posture, etc. only
• Get parents to see way past just their child's problems and to their potential
• Get full families ‍‍‍ converting to lifetime wellness care left and right
• Move you to a all cash practice, completely free of the insanity and worthlessness that is insurance

This was straight fire that you'll want to block out time , and watch in full - every single minute! 

Dr. Touhill is the Impact, Influence, and Social Media Strategy wizard ‍ for Dr. Josh Axe and now Dr. Tony and PWC/PX as well, so his ideas , strategies, and systems don't just have theory to them... they have absolute proof . 

On this Facebook Live done in our Pediatric Chiropractic Today Facebook group, they discuss the 3 Steps (and many "essential elements" within those steps) on how to make a Facebook Post Go Viral ! 

When Levi the Legend's family and story got connected to Dr. Tony, it wasn't just that one awesome element that led to the 54,000 Engagements, 4.1K Comments, and 2.6K Shares and insane Page Growth... it was the fact that the Influence & Impact "pump was primed" and ready to explode BEFORE all this came about! 

This level of impact, reach, and life-saving action for kids everywhere is NOT just for Dr. T and PWC... it's absolutely...