I have had the opportunity to listen to Dr. Tony Palermo speak three times in the past year. The first was at the Blair Conference last September. The second time was when I went to the UCHC Marketing Seminar in February. The third time was last month at Upper Cervical Evolution.
Each time I’ve seen him speak, it has been great. He is a tremendous speaker, blending success, humor, chiropractic, and business beautifully.
Dr. Tony was gracious enough to take time out of his extremely busy schedule and do an interview with The Atlas of Life.
Brandon: What made you decide to become a chiropractor?
Dr. Tony: “When a new practice member presents to my office I often tell them that while they may be suffering now – they will someday consider their experience the best thing that ever occurred in their life. I then go on to explain my statement by offering them my introduction to chiropractic…
After years of suffering with a variety of upper respiratory symptoms, a plethora of over the counter and prescription medications, I finally and reluctantly agreed to visit a chiropractor. I honestly did so in order to silence the repeated referral by a family friend.
I attended my chiropractor’s Orientation Class on my first day of care. I can remember offering up a prayer during that class in which I said, “I hope that I have one of those ‘subway stations’ (subluxations) in my spine.”
Within three visits I noted improvement beyond any I had experienced in the medical model. On visit five I told my doc that I wanted to become a chiropractor. Unfortunately my four years of undergraduate business school did not lend to my doctorate endeavors. However – those studies would give me a tremendous advantage in running a successful practice!”
Brandon: How did you discover Upper Cervical Chiropractic?
Dr. Tony: “My very first chiropractic adjustment was a C1 toggle adjustment. While my first two adjustments were unremarkable, my third atlas adjustment literally and figuratively changed my life in an instant!”
Brandon: What challenges did you face when you started your own practice?
Dr. Tony: “My challenges were not the typical challenges a new practitioner faces. Throughout chiropractic school I studied successful practice/businesses. I kept a journal. I interviewed docs. I worked for 7 different practices. I did everything from front desk to x-ray dip tank development. I cleaned up offices. I was a man on a mission. And more importantly – I had a plan.
I hit the ground sprinting! My very first week in practice I served 88 new practice members and 191 office visits and I never looked back. I didn’t subscribe to the “starvation period” consciousness.
I started my practice and my first daughter was born within a three-week period. My greatest challenge was that I spent the next five years serving high volume working long days rarely spending time with my family.
I am not proud to say that I almost lost my young family in my ambitious pursuit of service. Thankfully I had an epiphany one evening. I realized that in order for me to best serve others – I had to commit to being the best served member of my practice.
Out of that painful experience arose the fundamental tenets of my “Get Back to Basics” Coaching Program. That is why I believe that it is vitally important that a doctor consciously creates life in their own ideal – not someone else’s.”
Brandon: You are known for running a high volume Upper Cervical cash practice. For those out there unfamiliar or unsure about running a cash practice, what can you tell them about it?
Dr. Tony: “The cash practice is found anywhere and everywhere in the “health” marketplace. We teach our community about the five facets of health. In addition to a nerve system free from interference, we stress the importance of proper rest, exercise, nutrition and mental attitude.
Whether we are buying a sleep system, joining a gym, buying whole and healthy foods or buying CDs, DVDs and books to maintain proper mental fitness – we are asked to pay at the time of purchase. AND insurance does not reimburse for these investments.
Once a doctor knows the fundamentals of owning/operating a business, they then simply establish a fee and then ask for that fee at the time of service. Cash practice is not a procedure – it’s a consciousness.
Brandon: What was it like working with Dr. Gentempo and Dr. Kent at the Chiropractic Leadership Alliance?
Dr. Tony: “It was an incredible opportunity for me. I tell people that I received my real world “MBA” working in a corporate environment.”
Brandon: What are the biggest challenges you face when coaching chiropractors around the country?
Dr. Tony: “I’m going to reframe your question a bit. I hope you don’t mind.
The most rewarding aspect of my coaching is to see the incredible results that my clients consistently achieve when their mental subluxations are corrected. As they open AND activate their minds to the importance of reason, purpose and self-esteem reflected in their services and their systems they begin to function at 100%. (Sound familiar?)
I see doctors soar in volume and income beyond their expectations as they identify AND finally eliminate all of the stress in their lives.
I reframed the question because my belief is that doctors are not ‘broken’ and in need of fixing when they seek my coaching services. Rather, I see them as whole and in integrity – presenting with both the subluxation AND the solution built inside of them.
Make sense?
(Hint) This is a great coaching lesson when interacting with members of your practice.
Brandon: You recently became a part of Upper Cervical Health Centers, joining up as one of their coaches. What made you want to be a part of UCHC?
Dr. Tony: “I have known Dr. Ray and Dr. Thad for many years. I know their commitment to chiropractic and chiropractors. They have created a masterpiece for our profession.
I understand the consciousness of an upper cervical practitioner. They are a very special breed of chiropractor. Because of their intensely bright and brilliant analytical minds – the support, systems and procedures that UCHC provides for them allows them to progress and serve at extraordinary levels.”
Brandon: What is your vision for the future of Upper Cervical Chiropractic?
Dr. Tony: “Upper Cervical Care IS the future of Chiropractic. I know that’s a bold statement.
I’m also the guy that warned the profession 15 years ago that the days of insurance reimbursement were coming to an end. I nailed that one huh?
I’m also the guy that coached doctors for years to reduce their overhead and “Get Back to Basics” (the name of my coaching company!). I nailed that one too.
In 1995 I coached doctors on a simple plan to eliminate any/all credit debt so that they could begin practicing AND living in a “cash only” world. Given our current economic experience – that one was right on the mark.
I warned doctors about the importance of creating a wellness oriented family practice vs. getting into the pain/accident/relief model of practice.
I could literally list seven more “nailed that one” examples for you.
The bottom line is this – I have been blessed with a gift of spotting and responding to trends in both health care as well as business.
Practices built upon sound Upper Cervical protocols and rock solid business systems are booming right now. As more doctors study and master the science, philosophy and art of UC care – we can and will change the health of our world.
I personally invite doctors to reach out and connect with me. I’m here to serve and assist them as they draw forth and express their own brand of chiropractic greatness.
Email me – I’d love to hear from you!
Thanks again to Dr. Tony Palermo for spending some time sharing his motivational story. As a student looking to open his own practice in the Fall, I realize that I still have some work to do.
But that’s okay… who doesn’t have work to do, right?
