Sugar, Pork Bellies and Coffee
Is an adjustment commodity? That is, is an adjustment delivered by Doctor A the same as an adjustment delivered by Doctor B? You and I know that even if the same technique is employed, they can be two very different adjustments. It’s easy to forget this distinction because of the spell cast by third party reimbursement. Carriers have chosen to look past this difference (even though cash-paying patients don’t). To carriers, the full body diversified adjustment, the one-bone adjustment and the energy focused tonal adjustment are all the same. To a carrier, an adjustment is an adjustment is an adjustment. A commodity. It’s easier that way. This has created a huge problem for chiropractors coming out of the third party trance: “How much should I charge?”
As the influence of third parties wanes, more and more chiropractors are placed in the position of having to do what other small businesses have always had to do: set the price for their goods or services. What is an adjustment worth?