In this inaugural episode of Profit Niche TV, Dr. Vince Leone introduces a new video series aimed at helping chiropractic practice owners grow their businesses by focusing on high‑value niche services such as spinal decompression, neuropathy, and knee pain. He frames the discussion around Jay Abraham’s three universal levers for increasing revenue: (1) attract more qualified new patients, (2) increase the amount each patient spends, and (3) boost the frequency of purchases. Dr. Leone explains what constitutes a qualified patient—someone with the problem, motivation, and ability to pay for a cash‑care plan—and highlights the typical enrollment (conversion) rate of about 15‑20% for “layup” patients. He stresses the need for persuasive, ethical enrollment skills to move prospects into care, and lists a variety of marketing channels (Facebook, workshops, referrals, etc.) while warning against over‑reliance on any single platform. For the second lever, he advocates raising case value by offering premium, specialized protocols that solve problems with few competitors, positioning the practice as an expert and justifying higher fees (e.g., $5,000 care plans versus $700 average). He addresses common objections about price and underscores the importance of delivering world‑class, ethical care. The third lever focuses on creating recurring revenue through maintenance programs—exemplified by his “VIP Maintenance Club” that charges $195/month with no contracts, leveraging the progressive, degenerative nature of the conditions treated. He explains churn expectations, the financial impact of monthly recurring revenue, and the patient‑outcome benefits of ongoing care. Throughout, Dr. Leone blends strategic advice with practical examples, emphasizing that ethical, results‑driven care is the foundation for sustainable profit growth. He concludes with contact information for further consulting.
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Hey everyone, Dr. Vince Leone here, and welcome to this episode. We're gonna start a new series called Profit Niche TV, which will just be focused on, you know, how do we increase our practice in the niches of decompression, neuropathy, knee pain, those types of things. And, you know, for today's episode, I wanna talk about what Jay Abraham Uh, refers to as the only 3 ways to increase, uh, revenue in a business, and in any type of business, right? Um, so in a chiropractic practice, and, you know, obviously we're focusing on specific niches like decomp and neuropathy and knee pain, um, those 3 methods, very simple. One, more new patients. 2, increase the amount that they spend with you And three, increase the frequency. Okay, so let's take a look at each one of those and then talk about maybe some solutions on each one of those as well. So number one, increase new patients. So it's interesting. I put a post in the Niche DC Facebook group. I said, "Hey, what are your top three frustrations in practice?" And I had just a few guys respond and saying, "Hey, qualified new patients, qualified new patients." Qualified new patients. So my first thought was, well, what is a qualified new patient for you? You know, of course, they in my book would be someone that has the problem, is highly interested in fixing it, and has the means to to pay for the cash care plan. So, and I get that, right? We all want, and we had all loved the layups, right? The layups are the guys. Or the gals that we sit in front of and we explain what we do and they're like, I'm ready, let's go. Okay, now what I'll tell you is that's about 10 to 20%, 20% at the most that you'll ever see, right? Ever, ever, ever. Because, and by the way, we're just looking at 50% close rate or conversion rate or enrollment rate. Like, let's not get hung up on the terms. If you like, I use enrollment rate because it's, you know, It's not, I guess, as offensive to some. Some doctors just hate the term close or convert, and I get it. I don't care. All I do care about is my clients and you guys growing your practice, helping more people, and making more money. But the point being is, if we want to say— so just call it 15%, right? Because if we're gonna— Expect to move about 50% of our consultations into care, right? Because when you're doing cash care plans of any type of value, you know, typically it's around $5,000 for a care plan, but it could be more, it could be a little less. But 50% is— if you're doing 50%, fine, that's great, right? And then all your marketing will work in terms of you'll put $1 in and you'll get $3 to $6 out, no problem. So, if you have only 15% are layups, in other words, they're people that have the money and they're ready to go, what about the other 35%? We gotta work a little bit. Okay, so this falls into number 1, category number 1, we need more new patients, okay? And so that, and I'm not gonna go into enrollment strategies and tactics on this video, but that is a highly valuable skill set and what I recommend, What I do recommend is that when you look at patients, you don't automatically just dump. Oh, bad lead, bad patient. Da da da. If they have the condition and they really want the care, what what I'll tell you is, and they're not just going to be able to lay up and write you a check or drop the credit card. You're gonna have to work for it a little bit, right? And that's where you need to just hone your. Essentially your persuasive skills so that you can position the service where they see it and you as highly valuable. They see you as an expert. They see you as highly unique. And they see the outcome as highly possible, right? So, and you're like, oh, okay, how do I do that? Well, again, that's not the point of this video, but that is something that you should work on. Work on, right? Because that goes into getting more new patients. Because if you have, you know, if you spend $3,000 and you generate, you know, 20 new consults and you only move 4 into care, well, you should have moved 10 into care, right? In some form of payment plan. And before you say, well, you know, You know, I can't do that. Well, there's doctors all over the country doing it, so you can, but it's going to take some time, effort, and energy on your part to raise your skill level. Anytime that you are not kind of hitting some of the marks and the levels that other doctors are doing, it's not because you're, you know, you're not as smart as them or not as, you know, whatever. They just know something that you don't. And it's all out there. All the information is out there, especially right now, right? Obviously, that's something that I work on with clients, but goodness gracious, I mean, if you go to YouTube and just type in sales and persuasion, ethical persuasion techniques, you'll get a laundry list of videos. So all the information is out there in order for you to increase your skills. So that's number one, right? We need to put more people that are thinking about care into care in our office. Now, obviously there's a myriad of ways to do that, whether it's Facebook, whether it's dinner talks, whether it's newspaper, whether it's internal referrals, new patient workshops, you know, patient outreach. What I'm trying to think of is, oh, like the thank you workshops, you know, like thank you for being a patient that you can throw twice a year or whatever. There's a million, million ways, right? So when you're trying to figure out like, how do I get new patients? Ask better questions and you'll get your mind thinking about better answers. And what I'll tell you is Facebook is just one of the solutions out there. So don't think it's all Facebook. And everything's online because, you know, when everyone's running one direction, the one or two guys that's going the opposite direction is typically who's going to gain market share because they're not competing with so many people. Okay. So, so that's number one. Number 2, have them spend more money with you. That's number— the second way of how to increase revenue in your practice. So instead of, you know, charging $50 a visit for, you know, your standard chiropractic adjustment. And, you know, I think PVA is, you know, average PVA is around 9. 9 times $50 is around, what is that, $450? So I don't know that the average case value is that low in the US. I think it's more around $700. But gosh, if you're trying to, you know, if that's your model, And you're trying to just jam as many people in your practice as possible, that's when, you know, you're in that volume model and you're, you know, you're just grinding, you know, you're just grinding. And if you've been in practice for 10 or 20 years or, you know, even 30 years, you know that that has a big effect on your body, right? Huge effect and not a good one, right? So, And of course you can have associates, and, you know, but then you're cycling through associates, and some are good and most are bad, and blah blah blah. But the point being is if we can take that $700 per case value and raise that to $5,000, I mean, goodness gracious, right? Now you're solving a bigger problem with less competition because not everyone knows how to solve a disc problem or how to solve Uh, solve neuropathy or how to solve knee pain non-surgically, right? So now all of a sudden you're, you're swimming with less fish with better bait, you know what I'm saying? So anyway, so that's number 2, raise your prices, um, or offer a higher priced solution. Um, that's, that's what we do, right? I mean, that's the whole thing with, with, uh, with my consulting is I just focus on decompression, neuropathy, and knee pain, right? Because there are problems that people desperately want a solution for. There's not a lot of solutions out there for them, and we have a really good one, right? And so we can charge premium prices. And it's not exorbitant prices, but we are gonna charge a good, fair price because we are providing a highly valuable solution. Now, some people say, I even got a comment on one of my ads from a patient that says, oh, I'm glad I saw this ad, now I'll avoid this doctor. Well, hold on a second. Do you want to avoid the doctor that's highly successful, that has treated tons of patients highly, you know, very, very well, and, uh, and they invest in the best equipment, they invest in the best staff and train them well, they have a beautiful office, and they deliver phenomenal results? Is that who you do not want to go to? No. Would you rather go to the schmuck down the street who can barely keep his doors open? Give me a break. So, you know, what people don't understand is like, I mean, everyone wants to go to the best surgeon, right? If you're gonna— if you are gonna get knee surgery, I mean, give me the best guy. Like, don't give me the guy that's struggling. Give me the guy that is the rock star and I have to wait 2 months to get in. That's who I want. That's who you want to be. And that's— and when you are that guy, or at least you're working to be that guy, right? Because your current trajectory is more important than your current results. Think about that. That's from Atomic Habits, James Clear. When you're working to be that guy, then you can start to charge those prices, right? Because that's your goal, is to be that guy and to be that busy. Okay? Because that's ultimately whether that guy on Facebook knows it or not. That's who people want to see. They want to see the best. Right, and the people that have the money and have the desire and have the problem, that's who they're gonna spend their money with. Okay, so that's number 2, increase the amount of money that they spend with you. Then number 3 is increase the frequency of purchase, right? So how do you do this? Well, it's not to jam them into a 90-visit care plan. Goodness gracious. Some of these guys out there, some of these consulting companies and what they're teaching is just, ah man, whatever. Point being is when you have someone, the easiest way to do this, guys, is to put people into maintenance plans, right? So they go through your 24-visit protocol, 90 days, whatever, whatever the protocol is. When they're done, you don't just say, Sayonara. You know, good luck. Excuse me. No, you put them into a maintenance plan, right? So they come into your office every month, right? These conditions— disc neuropathy, knee— are progressive and degenerative, right? That means we're not like good red wine. We're not getting better with age. We are getting worse, worse with age. So these are progressive and degenerative. So in your final exam, so Mrs. Jones, So happy that you did so great. I'm just thrilled. You're going to enjoy such a better quality of life. You're going to get back on the golf course. You're going to be able to exercise with your spouse. You're going to enjoy your grandkids. Whatever that kind of key thing is that they wanted to get back to doing, right, that you pick up in the consultation. Um, I want to tell you about a phenomenal new program that we have. It's called the VIP Maintenance Club, and what that is Is, and it's only for people that have been through this particular protocol, is every month, because Mrs. Jones, I hate to tell you this, but we're not like that fine red wine, we don't get better with age, right? So this condition of yours, it is progressive and degenerative, okay? So in other words, it's, it's not going to get better, okay? Now you'll probably stay the same for quite some time, but it will start to go downhill. And what I don't want you to do is to invest all this time and money that you have to get to this point right now, and then let it go backwards, right? So the best way to hedge your bet is our VIP Maintenance Club, and so that's why we created it, because you come in once a month, you get a full treatment, everything that you do here, but you just do it once a month, and it's just $195 a month. There's no commitments or anything, there's no contracts, and you just, it's month to month. But what I'll tell you is when you maintain the improvement that you got, oh man, you are going to have such a better chance at staying pain-free and keeping the ability to play golf with your husband or to play with the grandkids or whatever it is. How does that sound? Hey, the more offers you make, the more money you make. Okay, now I know I talk a lot about money, but the point being is it's all with a caveat that we are delivering world-class care in an ethical manner to patients that really need it, okay? So in other words, we've determined the patient has a condition that we can help them. We have invested time, money, and energy into becoming the best at what we can, at what we offer, and then we deliver it. Ethically and efficiently, and we give them a great experience. Okay, those are the caveats. We— you got to do that. And then once you do that, then you can focus on, on making as much money as you want, right? Because it's a fair trade. And in reality, they're getting actually the better end of the deal because you're changing their life. Okay, so, so the best way for number 3 to increase the frequency of purchase is once You have a patient that's already invested time and money with you. Don't let them just go off into the ether. You gotta offer them a care plan that's a maintenance plan. And then what that does is pretty soon you have patient after patient investing $195 a month or whatever the number is, and that becomes its own continuity program, right? And, and you just take their credit card, you put it in a program like Stripe, and Every month, ding, ding, ding, ding, ding. Pretty soon you're gonna have $10,000, $20,000, $30,000 in just recurring revenue. Some people will drop out, it's called churn rate, it's usually about 5 to 7%, but most people, they just get used to coming in, they get used to seeing the charge on the credit card, but most importantly, they're maintaining their improvement and they're enjoying the fruits of that labor, right? So, because the most important thing out of all of this is patient results, right? So, if they're getting the results, a couple hundred bucks a month, big deal, right? So, that's it for this video. That is the 3 ways to increase revenue in your practice. More new patients, more— have them spend more in your office, and increase the frequency frequency of the purchases in your office. So I'm Dr. Vince. I hope this was valuable for you. We're calling this Profit Niche TV. That's, that's the tentative title at this point. If you'd like to learn more information about what I do, you can always shoot me an email, drvince@drvinceleone.com, or set up a time to chat at drvincecalendar.com. Thank you for your time. I wish you all the best, and we'll see you on the next episode.
