Billy Doherty is the marketing expert behind Upper Cervical Health Centers. I’ve seen him speak two different times and he had some really good marketing ideas each time. I’ve also had the chance to meet him and talk with as well. He has a passion for Upper Cervical Chiropractic that you don’t usually see in people other than the doctors and students.
Billy is a busy guy and I’m grateful he could take the time to do an interview for The Atlas of Life.
Brandon: When did you first learn about Upper Cervical Chiropractic, and what was your experience?
Billy: “October 23, 2001, our first child, Maxwell William Doherty was born. Max was born with clubfeet, so at two weeks old, we had him in casts up to the top of his thigh. It was harder on my wife Wendy and I than it was on Max. He didn’t know any different and I always told Wendy, he will never remember – and he doesn’t. He is now seven years old and has the famous Doherty speed.
When Max was two years old, Wendy called me at work and told me, “something is wrong with Max, he has been crying for three hours and I cannot do anything to make him stop”. This went on for two months, every day at 4pm, Max would start crying uncontrollably for three hours. Like clock work, he would stop crying at 7pm on the nose. We tried Mylicon drops, Tylenol, and even a bit of red wine, which seem to work for a few minutes! The only thing that would calm him down was a ride in the car or a dryer ride. Two hours in the car was too long so I would lay on the floor with him and his hand touching the dryer. The vibration seemed to relax Max and he would sleep.
Wendy was a friend with Dr. Ray Drury’s wife, Sonja. They taught together at the same school. We would all get together occasionally, but all I knew about Ray was that he was a chiroquacker. At some point, Sonja told Wendy that Ray might be able to help Max with his colic. I wouldn’t have it, no chiropractor was going to touch my child, and shoot they aren’t even real doctors. This was my ignorance. After another couple weeks of crying from 4 to 7, we were both willing to try anything. Our first child, casts on his legs and colic – we were both at wits end.
Wendy took Max in to see Ray. I wouldn’t even go to the appointment. Ray scanned him, corrected his upper cervical spine and guess what – the next day, 4 pm rolled around and Max did not cry. I figured it was just Max’s time not to be colic anymore. He continued to be checked for another month and the colic never returned.
Wendy had migraines, she started under care with Ray and the migraines subsided. I was still very skeptical, but this chiropractor helped Max and Wendy. A year passed and I was helping Ray with some marketing materials for his two clinics in Charlotte, NC. I needed the money and he needed some help, so it was a good partnership. I still did not fully understand Upper Cervical. In my world, he was just a chiropractor.
At some point, I hurt my forearm working out. I thought I pulled a muscle or tore something so I took some time off to let it heal. I had no lateral movement with my right arm and for two months I did nothing.
Getting frustrated, I did what I thought I was supposed to do and scheduled a doctor’s appointment. He looked at my arm, and referred me to an orthopedic surgeon because he had no idea what was wrong with me. Waste of my time!!! The orthopedic surgeon looked at my arm, gave me a lot of “huuums” and “haahs” and then suggested that I get surgery to scope out my elbow. No x-rays, just asked if I wanted to schedule surgery today! A little taken back and shocked, I declined and went on my way.
Two more months went by and one night I was at Ray’s house going over some marketing materials and bit the bullet. I took a deep breath and said “Ray, here’s the deal. I hurt my arm, blah, blah, blah, went to the orthopedic surgeon, he explained what he wanted to do, any thoughts??” Ray grabbed my arm, exactly where the pain was and said, “Is this where it hurts”? I pulled my arm away in pain yelling, “Yeah, that’s it”. He told me “Listen, come into the office and let me take x-rays and explain to you what it is I actually do as an upper cervical doctor”. I couldn’t argue because he already hurt my arm more.
I went in, he explained upper cervical and brain to body communication. I was misaligned or as I learned, subluxated. The light seemed to go on – I got it. I understood at that moment that the body does not need help to be well, just no interference. It was at that time my life was changed forever.”
Brandon: Why did you decide to bring your marketing abilities to Upper Cervical Health Centers?
Billy: “Once the “Upper Cervical light” went on for me, I had no choice but to help Dr. Drury and Dr. Vuagniaux with their vision. Upper Cervical was now “IN me”. Besides, their marketing materials were non-existent. Seriously, it was the passion I have been looking for. When you really figure out what you were meant to do in life, it will feel like passionate play and brings you joy- Michael Port. It’s so true. I don’t consider this work.
For three years I worked part time and a lot of late nights helping with the development of Upper Cervical Health Centers. It was only after a business trip to Hawaii with Dr. Drury, Dr. Vuagniaux, James Tomasi and Greg Buchanan that I made the commitment to join UCHC full time. On January 1, 2006, I started full time and never looked back.”
Brandon: What were you doing before you joined UCHC?
Billy: “I followed my future wife, Wendy down to Charlotte from Buffalo in January 1996. She was teaching kindergarten as a temporary position and they asked her to stay. I came to visit and flooded the area with resumes. I interviewed at six places and took a position as a creative director at a start-up marketing company in Cornelius, NC. I worked there for 10 years and learned a great deal about every aspect of the business. It was a great experience and I am very thankful for all that I learned. Funny thing to note is 70% of the business was marketing traditional medical clients. Funny how things happen!!”
Brandon: When UCHC first began, what kind of growth did you envision?
Billy: “When I first became involved with UCHC, I was first surprised to learn that the upper cervical community was as small as it was. I was under the impression that Upper Cervical Chiropractic was established and it was just a matter of promoting it. I was also surprised to witness all the internal turmoil with each upper cervical technique – mine is better than yours, etc. As an advocate first, I didn’t care – It’s all upper cervical and all techniques are beneficial and get people well. I knew that the general public had to know that Upper Cervical care was available as a choice.
To answer the question, I knew we had a lot of work to do to establish UCHC to enable it to grow. The internal systems that Dr. Drury and Dr. Vuagniaux developed to operate an office were terrific. The guts were there and I believe that this was the attraction of UCHC.
Over the past four years, we have been working hard to develop marketing tools that would educate the general public about upper cervical. From grassroots campaigns to infomercials, each one of our UCHC offices is now armed with the tools needed to build their own upper cervical practice. Now that we are at that point, our goal is to help each UCHC office implement a plan that will EDUCATE and generate patients in their specific market. With that said, growth will happen rapidly – 97 offices by Jan. 1, 2010. I always felt and still feel that there is no limit to the growth of UCHC – UCHC will be global.”
Brandon: Are you surprised by the growing popularity of Upper Cervical Chiropractic?
Billy: “Absolutely not and it’s about time!!!!
People are frustrated with the current healthcare model and are looking for alternatives. Americans spent over $34 billion last year on alternative therapies (CAM). That’s a growth of more than 25% in the past decade. Each person needs to take responsibility for his/her own health.
It’s a shame that the media has such an influence of people’s decisions too. The lady tiptoeing through the tulips happy as can be because the new pill she is taking will lower her cholesterol. They ignore the two-minute disclaimer disclosing the side effects of the drug. Why do they not hear that? We don’t have the multimillion-dollar advertising budgets but I will tell you, UC will not be denied – once people will realize the truth – it will break loose.
We have a lot of work to do – all UC docs do. Each UC doctor needs to be the “best” at his or her specific technique. They need to educate their patients in a clear and precise manner, accurately analyze the x-rays, execute a specific upper cervical correction, make sure the patient understands that holding is healing and the rest will take care of itself. Nothing will promote upper cervical like the patients that get well. You can educate and market all day long, but if the doctor isn’t doing his or her job to the best of their ability, what’s the point? The perception of chiropractors is already negative and patients are skeptical so don’t give them another reason to bash the profession.”
Brandon: What are some challenges you think Upper Cervical Chiropractors need to be aware of?
Billy: “Claim Upper Cervical before someone else does. Once the public becomes more aware and there is a demand for UC care, other professions will claim that they practice upper cervical. It’s already happening. Upper Cervical doctors need to UNITE and grow as ONE! Put the egos aside, unite and take UC to the world.”
Brandon: What is your vision for the future of Upper Cervical Chiropractic?
Billy: “For the public, Upper Cervical will be global. It will be a household word and UCHC will be the place they go for care. Just like going to the dentist, they will be going to their upper cervical doctor to ensure their body is functioning at its optimum. The TRUTH will be exposed and the way people look at their health will be changed forever! For the UC Doctor and future docs, there will be an Upper Cervical research facility and school that will provide training and certification in all techniques.
The vision of Upper Cervical Health Centers is to create a family of Upper Cervical doctors that does not differentiate among techniques but unifies them to pursue the common goal of bringing Upper Cervical Care to the forefront of the health care industry. To make a global impact, we need an army of strong, passionate doctors to unite and work together as one. The more successful each Upper Cervical doctor becomes, the stronger it makes us as a group, and the bigger impact we will make on the world.”
{ 2 comments… read them below or add one }
Wow! Thanks Billy D for an incredible insight into the mind that fuels the marketing tools that are UCHC. I personally want to thank you for making that choice to follow your Innate wisdom to become a part of this movement. It makes me proud to be a team member of UCHC!
Great interview!