Table of Contents
Preface - The Mobile Chiropractic Concept is Born…………………………………...9
I. MOBILE CHIROPRACTIC: THE BEGINNING…………………………………….10
The History and Development of Mobile Health Service ……………………………………..11
The Mobile Chiropractic Concept Objective……………………………………………………17
The Advantages of a Mobile Chiropractic Practice……………………………………………18
Increased Patient and Market Accessibility…………………………………………...18
Increased Patient Selectivity……………………………………………………………18
Decreased Operational Expense……………………………………………………....19
Increased Profit…………………………………………………………………………..19
The Keys to Success……………………………………………………………………………..20
II. SELECTING YOUR TARGET MARKET………………………………………21
Business Review ………………………………………………………………………………….22
Business Analysis…………………………………………………………………………………22
Reach……………………………………………………………………………………...22
Frequency…………………………………………………………………………………23
Group Size and Makeup…………………………………………………………………24
Number of Patients……………………………………………………………………….25
Special Concerns ……………………………………………………………………......25
Compensation for Service………………………………………………………………………..27
Insurance/3rd party payers……………………………………………………………...27
Cash, Checks, and Credit Cards……………………………………………………….28
Barter……………………………………………………………………………………...29
Business Potential………………………………………………………………………………...29
Market Reconnaissance………………………………………………………………………….30
Reconnaissance Map……………………………………………………………………30
Patient Generators Form………………………………………………………………..31
Special Events…………………………………………………………………………………….32
Special Events Lead List…………………………………………………………….....32
General Market Competition………………...…………………………………………………..32
Competition Log………………………………………………………………………….33
The Chiropractic Market………………………………………………………………………….33
Marketing Record…………………………………………………………………………………33
Marketing Background Data Form……………………………………………………..33
Socio-geographic Options…………………………………………………………………….….34
Rural Applications………………………………………………………………………..34
Urban Applications……………………………………………………………………….36
Suburban Applications…………………………………………………………………..36
Areas Requiring Special Attention (Troubleshooting)………………………………………...39
Population Changes……………………………………………………………………..40
Underdeveloped Market Segments…………………………………………………….40
Competitors……………………………………………………………………………….41
Miscellaneous Concerns………………………………………………………………...41
Patient Site Analysis……………………………………………………………………………...43
Multiple Patient Sites…………………………………………………………………….43
Corporate and Industrial Sites…………………………………………………………..44
Employer Liability Concerns…………………………………………………………….45
Single Patient Sites………………………………………………………………………47
III. THE TOOLS: SELECTING, DESIGNING, and CREATING the OFFICE
Essential Thoughts…………………………………………………………………...………….47
Financial Considerations………………………………………………………………………...47
Time Dedication…………………………………………………………………………………..48
Techniques, Procedures, and Methodology of Practice……………………………………...48
Geographic and Road Concerns………………………………………………………………..49
Community Demographics……………………………………………………………………….49
The City - Urban/Suburban……………………………………………………………...49
The Country- Rural…………………………………………………………………….....50
Characteristics of Commercial Options…………………………………………………………52
House Calls………………………………………………………………………………………...52
Personal Injury……………………………………………………………………………………..52
Corporate and Industrial………………………………………………………………………….53
Workers Compensation…………………………………………………………………………..54
Congregational Sites: Events and Social Locations…………………………………………..54
Start-up Checklist…………………………………………………………………………………55
Choosing an Office: Vehicle Categories - Advantages and Disadvantages………………..56
Cars, Vans, and S.U.V.’s………………………………………………………………..56
5th Wheel Trailers……………………………………………………………………….58
Motor Homes/ Recreational Vehicles…………………………………………………..60
Coaches, Buses, and Trucks …………………………………………………………..63
Gas vs. Diesel Fuels……………………………………………………………………..65
Floor Plans and Graphics Design……………….…………………………………….………...65
Getting the Mobile Office Constructed………………………………………………………….73
Warranties and Maintenance Service…………………………………………………………..73
Emergency Vehicle Service……………………………………………………………………...74
IV. EQUIPMENT and BASIC OPPERATIONS of the MOBILE OFFICE
Adjusting Tables…………………………………………………………………………………..74
Therapeutic Modalities and Procedures………………………………………………………..76
Radiography……………………………………………………………………………………….78
Diagnostic Tools…………………………………………………………………………………..83
Office Supplies and Equipment………………………………………………………………….83
Merchandise……………………………………………………………………………………….84
Charts and Educational Material………………………………………………………………...84
Office Environment and Atmosphere…………………………………………………………...87
Cleanliness………………………………………………………………………………..87
Ambiance………………………………………………………………………………….87
Safeness…………………………………………………………………………………..87
Personal Effects…………………………………………………………………………..88
Storage of the Mobile Office……………………………………………………………………..88
Business Office and Home Base………………………………………………………………..89
Hours and Days of Operation……………………………………………………………………89
Support Staff……………………………………………………………………………………….90
Proper Etiquette…………………………………………………………………………..90
Equal Employment Opportunity………………………………………………………...90
Dress Policy……………………………………………………………………………….90
Staff Accountability……………………………………………………………………….90
Absenteeism………………………………………………………………………………91
Attendance Record……………………………………………………………………….92
Channels of Communication…………………………………………………………….92
Performance Review……………………………………………………………………..92
Termination………………………………………………………………………………..92
Emergencies……………………………………………………………………………………….93
Safety……………………………………………………………………………...………93
Emergency Preparedness……………………………………………………………….93
Types of Emergencies…………………………………………………………………...93
V. FINANCIAL RESPONSIBILITY and GOVERNMENT REPORTING
Licenses, Permits, ID’s…………………………………………………………………………...100
Insurance…………………………………………………………………………………………..100
Accounting………………………………………………………………………………………….101
Report and Government Filing…………………………………………………………………..102
Documentation and Billing Procedure………………………………………………………….103
Patient Incidents…………………………………………………………………………………..104
VI..MOBILE PRACTICE MARKETING PLAN
Primary Marketing Objectives…………………………………………………………………...104
Develop a Basic Action Philosophy……………………………………………………………..105
Marketing Considerations and Questions……………………………………………………...105
The Marketing Message………………………………………………………………………….106
Public Relations…………………………………………………………………………………...107
Networking…………………………………………………………………………………………109
Advertising…………………………………………………………………………………………109
Targeting Market Dollars…………………………………………………………………………109
Developing Marketing Plans……………………………………………………………………..110
Assembling the Plan……………………………………………………………………………...110
Executing the Plan………………………………………………………………………………...111
Grand Opening - Marketing Programs………………………………………………………….112
Post Opening Marketing………………………………………………………………………….115
Media Goals………………………………………………………………………………………..115
Printed Media………………………………………………………………………………………116
Audio Media………………………………………………………………………………………..120
Audio Visual Media………………………………………………………………………………..121
Final Advertising Considerations………………………………………………………………...121
VII..PATIENT RELATIONS and PROCEDURES
Mobile Practice Routing Site Scheduling……………………………………………………….122
New Patient Establishment Procedures………………………………………………………...122
Information Collection……………………………………………………………………………..123
Third Party Payer Information……………………………………………………………………127
Verbal History and Consultation…………………………………………………………………127
Cover Clothing……………………………………………………………………………………..129
Examination………………………………………………………………………………………..129
X-ray…………………………………………………………………………………………………129
Report of Findings…………………………………………………………………………………129
Providing Treatment……………………………………………………………………………….130
Re-examination…………………………………………………………………………………….132
Follow-up Patient Visits…………………………………………………………………………….132
Visit Lengths…………………………………………………………………………………………132
Supportive Merchandise……………………………………………………………………………132
Post Service Procedures…………………………………………………………………………...132
Collection and Insurance Procedures……………………………………………………………..133
Making a Mobile Practice Work - Satisfaction Reaction………………………………………...133