BackBone: September 2024

SEPTEMBER 2024 | ISSUE 100

BACKBONE News from The Joint Chiropractic

Look back on The Joint’s most memorable moments on page 10

Also inside...

Initial Visit Booking Impacting New Patient Growth

New Chiropractic 101 Curriculum Coming Soon!

August’s Promo Invites Patients “Back to Wellness”

See story page 8

Learn more page 13

See results on page 6

ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 1

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ISSUE OF BACKBONE Dear Franchisees and The Joint Community, The inaugural “BackBone Bulletin” first distributed to the system in March 2016 when The Joint had just 331 open clinics. The two-page PDF attachment shared news and updates, CSC hirings, calls to action and upcoming initiatives.

Now, 100 issues later, BackBone has evolved into a platform that highlights the achievements of our system and the people that bring The Joint’s mission and vision to life. Through featured profiles and engaging imagery, BackBone is designed to foster a sense of community across the organization.

In 2023, The Joint’s Corporate Communications Team gained valuable feedback from the system via a survey on holistic communications, including BackBone. Several changes were made based on survey results, including: •

Increased educational content, such as tools, resources and best practices from around the system.

•

Implemented a Table of Contents to help readers navigate to information more quickly.

•

Reorganized content flow and structure to better define high-priority messages and clarify the audiences for each piece of content.

This month, we are excited to introduce a further evolution of BackBone. This new interactive digital magazine format allows readers to turn pages, watch embedded video directly within the issue or go directly to the article that interests you most with just one click.

We hope you enjoy this dynamic and engaging reading experience!

Finally, we encourage you to share stories, photos and best practices with the Communications Team for future issues of BackBone! Opportunities to participate are outlined below and we look forward to seeing your submissions in the coming months.

Thank you,

The Joint Corporate Communications Team

 Share Your Story Would you like to be featured in an upcoming issue of BackBone or highlight a member of your team?

The Corporate Communications Team is looking for WC, DC and franchisees to profile. Simply complete a questionnaire by following the links below: Franchisee Profile Questionnaire

DC Profile Questionnaire

WC Profile Questionnaire

 Email the Team Do you have a question, suggestion or content idea? Would you like to share a best practice or resource that you think would benefit the system?

Email the Corporate Communications Team at communications@thejoint.com.

2 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

TABLE OF CONTENTS SEPTEMBER 2024 | ISSUE 100

FEATURED STORIES

10

25 Years of The Joint Chiropractic

6

Back to Wellness Sale Results

8

Initial Visit Booking Continues Exhibiting Increased Benefits

7

New Digital Intake Process Saves Time, Easier to Navigate

14

Welcome Beth Gross, Senior VP of Human Resources

14

Life University’s Founders Month of Giving

FOR FRANCHISEES

15

Financial Insight Tools Webinar Recording

FOR WCs

13

The WC Sales Series

FOR FRANCHISEES AND WCs

13

Coming Soon: Chiropractic 101

FOR FRANCHISEES, DCs AND WCs

15

2024 Operations Manual Policy Updates

15

“Adjusted To You” Campaign Guide and Assets

IN EVERY ISSUE

15

August Clinic Openings

15

GO Elite + Honorable Mention

15

Tools + Resources

15

Best Practices from Around the System

5

Accounting Dates

16

The Joint in the News: PR Update

16

Chiropractic Connections: Event Recaps

18

Meet and Greet: Franchisee, DC & WC Profiles

20

August Leaderboards

 BACK TO TABLE OF CONTENTS

ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 3

FROM THE

CORNER OFFICE President and CEO, Peter Holt Dear Franchisees and The Joint Community, When Anne Michaud and Dr. Fred Gerretzen, D.C. opened the first The Joint location in Tucson in 1999, chiropractic was on the periphery of medicine and often not readily accessible. They envisioned a concept that would make chiropractic available to anyone, regardless of income, and put the wellbeing of patients at the heart of the business.

We forget how quickly the world changed in early 2020 and the confusion and deep concern many of us felt. No one knew what might happen next. The Joint was considered an essential service, and, in most cases, clinics were allowed to stay open. But, if our doctors didn’t show up or our patients weren’t willing to visit our clinics, it would not have mattered that we were an essential service. You all understood what a vital role we could play to help this nation address the pandemic.

Now, 25 years later, The Joint is the nation’s largest franchisor of chiropractic care, helping millions of people every year to achieve their health goals and improve their quality of life.

As I reflect on this milestone achievement, I think about my own journey with chiropractic care. The first time that I experienced an adjustment was in 1986 when a colleague saw me suffering from awful lower back pain and told me that I should see her chiropractor. I didn’t really know what chiropractic was, but I very much wanted relief from the pain I was in. I visited her chiropractor, and, after a series of adjustments, I was pain free.

Over the years, however, the only time I visited the chiropractor was when my lower back pain returned.

The Joint taught me that chiropractic is not only for when you are broken and need to feel better, like calling a handyman or handywoman. At The Joint, we are not handymen or handywomen. We are gardeners, and by tending to our bodies through routine chiropractic care, a life of mobility and free movement is possible.

On page 10, you’ll find a curated timeline of pivotal events that show The Joint’s evolution from its humble beginnings to serving over 13 million patients in 2023.

There are many standout moments from my tenure at The Joint, but at the top of the list is the pride I felt at how our community performed during the onset of the COVID-19 pandemic.

I’d like to extend my gratitude to our doctors who have such amazing servants’ hearts. It is an honor to stand alongside a dedicated group of professionals that lives our mission statement every day in caring for the millions of patients who come through our clinic doors.

4 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

“

Dr. Asef Maleki, D.C. with Peter Holt at The Joint Chiropractic - Rio Rancho (NM).

It was so inspiring to lead such an extraordinary group of people on a truly sacred mission.

When I meet our DCs from across the country, often, the first question that I ask is what motivated them to become chiropractors. Over the years I have heard so many remarkable stories of that journey. While the details differ, a common thread is that not only was chiropractic care the solution for a health issue that traditional medicine could not address, but the experience was so transformative, they wanted to do it for others. I’d like to extend my gratitude to our doctors who have such amazing servants’ hearts. It is an honor to stand alongside a dedicated group of professionals that lives our mission statement every day in caring for the millions of patients who come through our clinic doors.

Thank you to our franchisees for your constant support of our brand and for recognizing the ways in which we should adapt and change to meet consumer preferences and economic environments. Thank you to our Wellness Coordinators for guiding patients through their chiropractic journeys and our DCs for the important job of educating patients on the efficacy of chiropractic. Thank you to our Regional Developers

Pictured (L-R): WC Amanda Hooper, WC Diana Olivas, Peter Holt, CFO Jake Singleton and Area Manager Brian Franzen.

and their teams for your commitment to driving our business forward. Finally, thank you to our CSC and field team members for providing the ongoing collaboration, tools and resources to support our franchisees and clinic teams.

Earlier in September, Jake Singleton, Dr. Steve Knauf, D.C. and I joined franchisee Angie Selander and Dr. Ellie Radke, D.C. to meet with the leadership team at Northwestern Health Sciences University (NWHSU) in Bloomington, Minn. We enjoyed a campus tour that was personally guided by NWHSU President and CEO Deb Bushway and Linda Berg, Vice President of Marketing, before meeting with leaders of the school’s chiropractic program.

Traditionally, it has been very difficult for The Joint to meet with NWHSU and we engaged in fantastic dialogue around The Joint’s model and our vision for the future while also addressing a number of misconceptions. Together, we discussed areas in which The Joint can help support NWHSU through financial means as well as partnership opportunities, such as CE class participation. It was an excellent visit and we look forward to continuing the conversations and growing The Joint’s relationship with NWHSU.

We have come such a long way in building and improving upon our relationships with chiropractic schools, associations and state boards. Our system consistently invests time and resources back into the chiropractic community and I am very appreciative of these generous efforts.

September marks Life University’s Founders Month of Giving which raises funds for important chiropractic research. This year, I am, again, asking our network to support this campaign through financial donation. As a key leader in the industry, it is essential that The Joint continues supporting the advancement of chiropractic.

Additional details are on page 14.

As you can see, we are debuting a new BackBone in honor of our 100th issue! The content still highlights the great accomplishments and people from across our system while the new look and feel is meant to elevate your reading experience. We hope you enjoy it!

Once again, congratulations to all of us for serving our community for 25 years and I look forward to what the future holds. We are still in the early stages of this journey, and I am humbled to lead such an extraordinary group of people.

Stay well adjusted, Peter

Accounting Dates September 17

Royalty Draw (September 1-15)

October 4-7

Software Fees – Tech Fee

September 17

Inter-clinic Fee Draw/Payment (September 1-15)

October 10

Minimum Royalties – September 2024

October 2

Royalty Draw (September 16-30)

 Questions? accounting.services@thejoint.com

October 2

Inter-clinic Fee Draw/Payment (September 16-30)

 BACK TO TABLE OF CONTENTS

ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 5

August’s National Promotion Invites Former Patients to Return “Back to Wellness” Congratulations to our franchisees and clinic teams for executing an outstanding “Back to Wellness” Sale!

During the promotion, lapsed patients could receive their first month of a Wellness Plan for just $45. Find complete results and top 10 performers outlined below.

•

The promotion exceeded overall sales goals by 108 percent with over 25,000 conversions.

•

The system sold 144 percent of the plans sold during the 2023 iteration of the promotion.

•

As we continue to track performance over multiple years, 2024 saw higher per clinic conversion revenue.

•

The estimated incremental lift of the promotion is 69 percent, up one percentage point from last year.

•

The estimated increase in revenue over the next 12 months is $4,365 per clinic as compared to not executing a promotion.

Overall Performance Category

2018

2019

2020

2021

2022

2023

2024

Patients Contacted

459,000

845,000

753,000

1.013 million

1.17 million

1.628 million

1.846 million

Patients Converted

6,065

7,711

10,822

14,304

20,505

20,520

25,473

Patient Conversions/Clinic

15.0

17.5

20.1

23.6

26.9

20.6

26.5

% Patients Converted

1.32%

0.91%

1.44%

1.37%

1.75%

1.26%

1.38%

Future Patient Value per Clinic (6 mos.)

$3,250

$3,930

$4,640

$5,170

$7,656

$6,517

$7,555

Future Patient Value per Clinic (12 mos.)

N/A

N/A

N/A

N/A

$10,836

$9,224

$10,695

MoM total Wellness Plan purchase lift

13.36%

7.64%

28.86%

10.49%

18.31%

1.70%

26%

--

--

--

--

--

68%

69%

YoY Existing Patient Wellness Plan Sales

2024 Top Performers Congratulations to our Top 10 clinics on an elite performance in the 2024 Back to Wellness Sale!

Top 10 - Sales Clinic

Franchisee

Total Sales

Athens (GA)

Ketan & Rachana Bhagat

$5,381

Carmel Mountain (CA)

The Joint Corp.

$5,014

Costa Mesa (CA)

The Joint Corp.

$4,853

New Braunfels (TX)

Dr. Drew Perkins, D.C., Billy Perkins, and Dr. Mike Shaw, D.C.

$4,725

Stockbridge (GA)

Ketan Bhagat, Monicaben Bhagat and Kalyani Bhagat

$4,680

Santa Fe (NM)

The Joint Corp.

$4,439

Sharyland (TX)

Dr. Leo Thatcher, Jr., D.C.

$4,410

Irvine Crossroads (CA)

The Joint Corp.

$4,222

Tucson Northwest (AZ)

The Joint Corp.

$4,005

East Mesa (AZ)

The Joint Corp.

$3,922

6 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

Top 10 – Plans Sold Clinic

Franchisee

Total Plans Sold

New Braunfels (TX)

Dr. Drew Perkins, D.C., Billy Perkins, and Dr. Mike Shaw, D.C.

106

Sharyland (TX)

Dr. Leo Thatcher, Jr., D.C.

98

Santa Fe (NM)

The Joint Corp.

96

Tucson Northwest (AZ)

The Joint Corp.

89

Las Colinas (TX)

Phil & Erin Davis and Chuck Cooper

87

Athens (GA)

Ketan & Rachana Bhagat

86

Costa Mesa (CA)

The Joint Corp.

84

Bandera (TX)

Jim Fender, Dr. Donald Daniels, D.C. and David & Jennifer Burggraaf

83

Carmel Mountain (CA)

The Joint Corp.

82

Menifee (CA)

The Joint Corp.

82

New Digital Intake Process Saves Time, Easier to Navigate Since launching the new Digital Intake process, nearly half of the system is utilizing most of the elements.

These percentages continue to increase as more clinic teams familiarize themselves with the new process and implement it with New Patients.

All clinics should implement and utilize the new Digital Intake process for all new patients.

WC Benefits Forms are accessed on the in-clinic tablet via a five-digit code, eliminating the complicated log in process.

Addition of an intake tracker to manage and have visibility into the status of the intake process.

Stores patient history information to make updating forms faster and more accurate for patients.

Notifies Medicare Eligible Patients they may not be eligible for care at The Joint before they complete all forms.

Uploads documents into the correct patient file and category, saving the WC time and improving accuracy.

 BACK TO TABLE OF CONTENTS

Physical intake forms should only be used in particular circumstances, such as: •

At the request of the patient as some may not be comfortable using tablets or their mobile device.

•

Minors should have a parent or guardian complete paper forms.

•

In the event of internet connectivity issues or problems with the tablet or the patient’s mobile device.

DC Benefits Added more detailed questions about patient complaints and prior treatments.

Doctors can pull information directly from the digital form into the notes, increasing documentation efficiency and accuracy.

Patient history may be previewed through Back Office without needing to open a PDF. Future updates will provide the ability to pull more information into the Back Office documentation.

ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 7

Initial Visit Booking Continues Exhibiting Increased Benefits The Initial Visit Booking (IVB) Pilot Program continues offering new patients the opportunity to pre-schedule their Initial Visit for a specific day and time. The Joint has been testing this initiative for nearly one year and over 41,000 Initial Visits have been booked through the Carbon Bookings platform.

As of August 31, 403 clinics have activated Carbon Bookings and enrolled to participate in IVB.

IVB Clinics Experiencing Strong New Patient Increases Through August 31, clinics participating in IVB are seeing an 8.5% increase in New Patients year-over-year (YOY) as compared to non-IVB clinics. In fact, clinics without IVB are showing a 2.7% decline in New Patients YOY. As we have added clinics to the program, the relative average NP to the system has significantly increased and indicates the effectiveness of IVB.

IVB By the Numbers

403 number of clinics participating in IVB

8.5%

YOY New Patient increase for August forInitial IVB clinics Visit Booking Continues Exhib

The Initial Visit Booking (IVB) Pilot Program continues offer patients the opportunity to pre-schedule their Initial Visit f specific day and time. The Joint has been testing this initiat nearly one year and over 41,000 Initial Visits have been bo incremental 6-month New Patient revenue through the Carbon Bookings platform.

$1,564 for IVB clinics

As of August 31, 403 clinics have activated Carbon Booking enrolled to participate in IVB.

IVB Clinics Experiencing Strong New Patient Increases Through August 31, clinics participating in IVB are seeing an increase in New Patients year-over-year (YOY) as compared IVB clinics. In fact, clinics without IVB are showing a 2.7% d New Patients YOY. Average New Patients YOY Month of August Average New Patients YOY Month of August

The below chart outlines the rolling 30-day average of New IVB Pilot Program on August 1, bringing the total number o system.

As we have added clinics to the program, the relative avera increased and indicates the effectiveness of IVB.

8 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

IVB Clinics Generating Over $1,500 in 6-month Incremental New Patient Revenue Clinics participating in IVB are averaging about 7.4 additional New Patients in 2024 than in the previous year.

At $29 for each New Patient special, this equates to an incremental revenue of $214.

In addition, when the average 6-month value of a New Patient is considered, clinics are seeing an incremental revenue increase of $1,564 over 6 months.

Ready to Join?

Any open clinic may participate in the IVB Pilot Program.

•

Activations typically occur on the 1st and 15th of every month.

•

There is a $50 per month subscription fee for Carbon Bookings, a feature in Carbon that facilitates the scheduling process. NOTE: Clinics that activate on the 15th of the month will be charged for a full month.

Coming Soon: Google Calendar Integration The Joint and OTT have partnered on continuous refinements to the operational process and the Carbon Bookings software based on feedback gathered from franchisees, clinic teams and patients. Here are a few of the recent updates that have been implemented: •

Automated SMS and email reminders for patients.

•

Patients can reschedule or otherwise manage their initial visit via a web-based system.

•

Several WC-facing enhancements, including new visuals.

The OTT team is actively working on a Google Calendar integration that will automatically create the event in a clinic’s Google calendar. This is a much-requested feature that will offer clinic teams more efficiency and userfriendly functionality, and OTT anticipates that it will be available in early Q4.

Franchisees who would like to enroll one or more clinics in the IVB Pilot Program must submit: •

OTT’s Carbon Bookings Sign-Up Form 

•

Carbon Bookings Work Order 

Additional information can be found in the Initial Visit Booking Pilot Program Fact Sheet on FranConnect .

True or False?

Our patients don’t want to schedule a visit.

They just want to walk in.

False! Many patients still want the flexibility

to walk in whenever it’s convenient for their schedule. However, in a post-visit survey, 55% of patients that utilized IVB found it extremely important that the option was offered.

True or False?

Through IVB, The Joint is capturing a previously untapped subset of patients that want this type of feature, but those who prefer to walk in are still able to do so.

The Joint sees New Patients by appointment only, so if a New Patient walks in, they must first schedule their initial visit and come back at that time.

False! Walk-ins are always welcome and

True or False?

that remains a foundational principle of The Joint’s commitment to patients. A booking is not required, and no New Patient should be turned away.

IVB is still only a test so I’m unable to participate because my clinic(s) have not been selected as a test clinic.

Recent patient survey results show that the ability to schedule an initial visit is extremely important for some New Patients and this patient base are coming to The Joint because they are able to schedule their first visit.

However, booking an initial visit remains entirely optional.

False! The IVB Pilot Program is open systemwide and any open clinic may participate. Resources are available to help your team succeed in implementing IVB. The Joint remains in a “pilot” phase until operational procedures are finalized and impact on clinics has been fully assessed.

 BACK TO TABLE OF CONTENTS

ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 9

The Joint

Celebrates

Take a look back through 25 years of The Joint’s growth and evolution and the pivotal events that have shaped The Joint into the Champions of Chiropractic.

1999

The Joint was founded by Anne Michaud and Dr. Fred Gerretzen, D.C. with the first location opening in Tucson, AZ.

2011

Expansion into 11 states and launch of the Regional Developer program.

2013

1 million patient visits.

2010

2012

2014

The Joint was re-founded with the acquisition of the original eight franchised clinics.

The Joint ranks #94 on Inc. Magazine Franchisee 500 list with locations in 15 states.

Became the nation’s first public chiropractic company (IPO Nasdaq: JYNT).

10 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

Years of Revolutionizing Access to Chiropractic Care When the first The Joint Chiropractic clinic opened in 1999 in Tucson, Ariz., the vision was twofold: to bring chiropractic back to its roots of performing adjustments by hand and to make care affordable, available and accessible.

2023 2016

2019

Peter Holt is named CEO. Entrepreneur ranks The Joint Corp. as the Top Health Services Franchise for 2016.

 BACK TO TABLE OF CONTENTS

Expansion into 33 states and brand refresh, including new logo, colors and website.

The Joint named official chiropractor and official partner of the Tampa Bay Buccaneers.

Clinic #900 opens in Texarkana, TX.

2018

2022

The Joint opens its 400th clinic in Weston, FL and announces its first college athletics partnership with the University of Houston.

The 800th clinic opens in El Paso, TX. The Joint ranks #1 on Forbes Magazine’s “America’s Best Small Companies” list.

ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 11

NEW! National 25th Anniversary Promotion Takes Patients Back to 1999 Participants:

Franchised and corporate-managed clinics that have opted in to participate by the September 25 deadline

Sale Start Date:

October 7

Sale End Date:

November 4 at close of business

Show Your Spirit with 25th Anniversary Merch!

Celebrate The Joint’s 25th anniversary all month long with exclusive “Remix Your Health” special edition merchandise, now available to purchase on Dokshop!

The “Remix Your Health” campaign will extend special pricing to our existing patients to show our appreciation for supporting The Joint’s growth and evolution. We are inviting existing patients to journey back to our founding year – 1999 – and receive their first month of a Wellness Plan at the same price as 25 years ago.

NOTE: Participation is optional, and franchisees have the option to select if their clinic(s) will execute this promotion.

The Offer: Existing patients can receive their first month of a Wellness Plan for just $45.

Target Audience •

Package Holders with 2 or less RPVs remaining

•

Walk-Ins

•

Lapsed Patients (canceled, “one-and-done”s, etc)

“Remix Your Health” Promotion Guide Now Available!

The “Remix Your Health” Promotion Guide contains marketing tactics, operational steps for the campaign and an in-clinic activation that can be executed locally.

•

Page 2-3: Promotion Details, Target Audience, Marketing Materials and Key Selling Points

•

Pages 4-6: Direct Marketing Tactics

•

Pages 7-9: National Social Media Giveaway

•

Pages 10-12: Call Lists and WC Scripting

•

Pages 13-14: AXIS Procedures

•

Pages 16-18: Special Guide: Holding a Local Anniversary Event

Download the guide on FranConnect 

The “Remix Your Health” branded items can be used for in-clinic giveaways or raffles, as promotional freebies, and can be worn by clinic staff to spread the news of The Joint’s anniversary milestone.

National Social Media Giveaway Kicks Off On October 1 Beginning on October 1, The Joint will host a giveaway event on the @thejointchiro national Instagram account.

Followers will be asked to share how The Joint has helped them on their wellness journey to be entered to win an exclusive “Remix Your Health” Swag Bag. Here’s how all clinics can help encourage patients to participate: •

Talk about it! Encourage patients to enter by mentioning the giveaway during their visit.

•

Display the Counter Card to show the giveaway details. Download the Counter Card 

•

Share on your clinic’s Instagram! If your clinic has an Instagram account, help promote by sharing the post from @thejointchiro that announces the giveaway.

October 25: Local Patient Appreciation Events Clinics can host a local patient appreciation event on October 25 to celebrate The Joint’s 25th anniversary with their community.

The “Remix Your Health” Promotional Guide contains a special section dedicated to event execution and tactics.

The outline includes ideas for table setups, including other vendors, raffles and giveaways and local social media.

•

Refer to pages 16-18 of the Promotion Guide for more information.

v  Questions? Please contact your Clinic Marketing Manager or RD/FBC.

12 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

COMING SOON!

CHIROPRACTIC 101 Every team member at The Joint plays a vital role in how we present chiropractic care and engage with patients and others in the community.

The Chiropractic 101 curriculum was created to ensure that everyone can effectively communicate the basics of chiropractic and The Joint’s approach to care. We recommend all new non-doctor staff members take this training going forward. The three courses in the curriculum that will be available at the end of the month include:

Introduction to Chiropractic

Anatomy & Adjustments

Patient Communication

Explore a brief history of chiropractic care, the benefits of chiropractic, and discover how our approach to chiropractic care at The Joint stands out from other clinics.

Learn the basic anatomy of the spine and nervous system as well as a high level overview of the types of adjustments and techniques DCs use at The Joint.

Gather helpful tips about how to speak to others about chiropractic with an “elevator speech”, answer FAQs and bust some common myths about chiropractic care.

THE WC SALES SERIES

ASKING FOR THE SALE

The WC Sales Series is a growing series of courses designed to elevate the WC’s effectiveness throughout the sales process. Learners will engage in critical thinking exercises, practice scenarios, and develop personalized messaging to become more confident at turning conversations into conversions. The first course, Asking for the Sale, is available now in The Learning Center! The second course, Handling Objections, will be available soon. Stay tuned as we continue to expand this series with new topics and tools to support your ongoing success.

To enroll, visit the Catalog in The Learning Center: Business, Marketing, Operations > Operations > Front Office

TRAINING TIP! Practice Makes Perfect The Learning Center uses the Job Title field in the learning profile to ensure learners may find and complete courses and curricula specific to their role at The Joint.

It’s important to keep this information up to date.

To check your profile information, click on your profile icon in the upper right corner of TLC home page. The Info page opens showing your profile information. Scroll down to view your information. If you discover any incorrect information in your learner profile, please work with your local TLC Admin to make corrections.

Many of the courses and curricula in The Learning Center (such as Chiropractic 101 and New Patient Experience) are designed to be taken over time, not in one sitting.

Practicing between learning sessions gives learners an opportunity to put new skills or knowledge to use as part of their role in the clinic before moving on to the next course, building knowledge progressively.

 Questions? Contact training@thejoint.com.

 BACK TO TABLE OF CONTENTS

ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 13

Beth Gross Brings 25 Years of HR Experience to Senior Vice President Role

September is Life University’s Founders Month of Giving Over the years, one of the most important ways The Joint has improved its relationship with the chiropractic industry is to provide financial support to schools and associations. Since 2018, The Joint has donated over one million dollars to support the chiropractic community.

September marks Life University’s annual Founders Month for Research fundraising campaign. Currently, the college is conducting 13 research projects exploring a wide range of topics, including chiropractic’s impact on people with obesity and children with sensory processing disorders.

It is an especially significant milestone year for Life University as they are celebrating 50 years as an institution. Over time, Life has expanded its academic offerings but remains among one of the top chiropractic researchers in the country.

The Joint is thrilled to welcome Beth Gross as the new Senior Vice President of Human Resources. Beth began on September 3 and reports directly to Peter Holt as a member of the Executive Leadership Team.

Most recently, Beth was Vice President of Human Resources at Spear Education, a private equity-owned dental education organization. She holds over 25 years of experience in HR including employer branding, talent acquisition, and organizational management, and specializes in strategic leadership, business alignment and connecting organizational objectives with HR strategies. Beth will lead the Human Resources team and our People Pillar strategic initiative.

Beth and her husband Mike have been married for 23 years and they have two children. Their son, Grady, plays football at the University of Washington and Beth and Mike travel to every game to support him. Their daughter, Emma, is a freshman at the University of Arizona, where she is on the school’s Club Soccer team.

Originally from Monterey Bay, Calif., Beth hails from a four generation family farming business. She is also an avid reader and has two rescue dogs.

Since 2020, The Joint Chiropractic has raised over $200,000 for Founders Month for Research and Life’s chiropractic research. This year, The Joint is advocating for each franchisee to donate at least $250 per clinic location, and for every RD to contribute a minimum of $500. The Joint is matching this approach and will be donating $250 per corporate-owned clinic location for a total of $31,250.

We have come a long way in building and improving upon our relationships with chiropractic schools, associations and state boards, and The Joint’s connection to Life University is stronger than ever before. By investing our time and resources into chiropractic institutions like Life, we can continue impacting the chiropractic industry in a positive and meaningful way.

To begin your donation, CLICK HERE. Life University is accepting donations for Founders Month of Giving through September 30.  Questions? Please reach out to Dr. Steve Knauf, D.C., Vice President of Chiropractic & Compliance, at dr.steven.knauf@thejoint.com.

Welcome to The Joint, Beth!

PATIENT TESTIMONIAL “All the doctors here are amazing. I’m very happy with the care I receive here and am so very thankful for the convenient office hours and quick walk-in service!”

– Katelynn Puckett, patient at The Joint Chiropractic – Quail Springs (OK)

14 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

TOOLS + RESOURCES FOR FRANCHISEES, WCs AND DCs

Operations Manual: 2024 Policy Updates The Operations Manual has been updated with one new policy. In addition, two new policies have been updated. These changes ensure that The Joint remains compliant and consistent with industry standards, organizational needs or legal requirements.

Download the updated Operations Manual on FranConnect  Download the 2024 Policy Updates document on FranConnect   Questions? Contact Roxanne Nichols, Vice President of Operations Services & Training at roxanne.nichols@thejoint.com.

“Adjusted To You” Campaign Guide and Assets The Joint’s Fall Brand Marketing Campaign – “Adjusted To You” – will run through December and includes new creative and marketing materials that can be used by local co-ops and clinics.

Download the Resource Guide on FranConnect  View and download video and digital assets   Questions? Contact Andrea Price, Director of Brand Marketing, at andrea.price@thejoint.com.

BEST PRACTICES FROM AROUND THE SYSTEM

“I treat every patient as if my husband, mother, father, brother or best friend is sitting in front of me. If you are passionate about the power of the chiropractic adjustment, the patient will receive a great experience. When I train new DCs I try to impart simple techniques about being a chiropractor that have long lasting impact.”

– Dr. Linda Gianetti, D.C., 2023 DC of the Year

CONGRATULATIONS

to these August Clinic openings DAVID & MARICA ESSUMAN AND BRYSON & MERCEDE SMITH (Miami, FL) CORI CAMMARANO (Zephyrhills, FL) NOAH STONE & VY TRAN (Montgomery, TX)

TOTAL CLINICS OPEN: 963 FRANCHISED UNITS: 838

GO Elite: A New Level of Best in Class for Grand Openings Introducing the newest class of inductees into the GO Elite family:

HONORABLE MENTION Bill & Lori Morgan The Joint Chiropractic – Easton (MA)

• $27,268 in sales and 307 New Patients FOR FRANCHISEES

Financial Insight Tools (FIT) Webinar Recording The Unit Economics Project Team held a webinar on September 5 on the three new MicroStrategy tools centered on financial wellness: the Cash Flow Calculator, the Labor Calculator and the Break Even Analysis.

in the first 60 days Greg Busch The Joint Chiropractic – Joplin (MO)

• $29,559 in sales and 493 New Patients in the first 60 days Represents clinics achieving GO Elite or honorable mention status as of September 5.

Access the full webinar recording  View the presentation slides only   Questions? Contact Rachel Milliron Sokocevic, Sr. Manager of Operations Services, at rachel.milliron@thejoint.com.

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ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 15

The Joint in the News: Public Relations Update Public relations outreach continues generating national interest from prominent consumer publications and Dr. Kevin Lees, D.C., Director of Chiropractic Operations, is frequently featured as a subject matter expert on a variety of topics. Similarly, local media outlets are turning to The Joint for insights on important community topics.

The ongoing coverage positions The Joint as a key resource for consumers seeking out ways to improve their overall health and wellness.

Extra Headlines “The Best Anti-Snoring Pillows, According to Experts”  The Strategist from New York Magazine asks Dr. Kevin about pillows that can reduce snoring while also supporting your shoulders, neck and spine while sleeping.

“Brain Health: Dr. Kevin Lees of TJC on 5 Lifestyle Habits That Support Cognitive Well-Being” 

“What is the best mattress firmness? How to find your ideal fit and feel” 

The Joint secured an exclusive interview opportunity for Dr. Kevin with Medium, reaching 81.2 million readers via a captivating article on cognitive well-being. Dr. Kevin’s insights on exercise, nutrition, sleep, social media moderation and the profound impact that chiropractic care can have on overall health are compelling and educational. He also chronicles his own journey from overcoming a childhood injury through chiropractic care to his current role at the CSC.

Homes & Gardens features The Joint and DR. Kevin in an article on the best mattress type for each sleeping position.

“Why setting multiple alarms in the morning is bad for your health”  The New York Post features insights from a blog post authored by The Joint in a recent article.

“The 8 best mattresses for back pain, reviewed by sleep experts”  Sleep continues to emerge as an important topic with consumers, so editors are seeking out The Joint to discuss all things sleep. In a recent article from Fortune Magazine on mattresses, Dr. Kevin is the only doctor directly quoted, which is a testament to the valuable insights The Joint provides. The article reached over 41 million readers.

“The Best Wedge Pillows According to Sleep Doctors and Experts”  New York Magazine’s The Strategist featured The Joint and Dr. Kevin in an article on wedge pillows that reached 12.1 million viewers. In the article, Dr. Kevin discusses the benefits of this specialized product and what to look for when purchasing.

“Backpack Safety Tips: Prevent Back Pain in Children”  Dr. Dale Vallotton, D.C. from The Joint Chiropractic – Fort Wayne North (IN) appeared on the local CBS affiliate TV station and shared essential backpack safety tips for children as a new school year begins. The segment reached over 290,000 local households and was also published to the WANE-TV website, which brings in an additional 800,000 viewers.

Press Releases The Joint Announces First Clinic Opening in San Francisco  Earlier this month, The Joint distributed a press release to national media outlets on the first clinic opening in San Francisco. The announcement highlights The Joint’s expansion strategy and franchisee Jacki Walker’s background and was published by Chiropractic Economics, Yahoo!Finance, among others.

SUCCESS Names The Joint Chiropractic A Top 50 Franchise  Recently, SUCCESS Magazine listed The Joint as one of the Top 50 Franchises in the country citing its “triedand-true business opportunities [that] come with more support, greater brand recognition and economies of scale.” The PR Team distributed a press release on the selection to national trade and business publications.

Looking for content for your local social media pages?

Share stories from our Newsroom!

Make sure to follow The Joint Chiropractic on social media, such as LinkedIn. Like, comment and share our news and stories to amplify our brand.

Watch, Like, Comment, Share

16 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

Chiropractic Connections: Building the Brand Across the Country The Joint was a Platinum Sponsor at the country’s biggest chiropractic event, the Florida Chiropractic Association’s National Conference. This three-day event brought in more than 2,500 chiropractors from around the country and The Joint’s brand presence was prominently displayed throughout the event.

Peter Holt, President & CEO, and Dr. Steve Knauf, D.C., Vice President of Chiropractic & Compliance, joined 17 other representatives of The Joint, including franchisees, DCs and Operations personnel. They met with chiropractic school and association executives to continue educating on The Joint’s mission and vision while the rest of the Events Team attended various alumni receptions. One of our favorite parts? Showing off our Tampa Bay Buccaneers sponsorship with branded footballs!

Pictured (L-R): Dr. Ed Ernstrom, D.C., Dr. Steve Knauf, D.C., Doug Munsie, Peter Holt, L.S. Carper, Marissa Kennedy, Dr. Jeff Walters, D.C., Dr. Brandon Heath, D.C., and Dr. Dan Weber, D.C.

Thank you to the Orlando and Tampa Co-ops, the franchisees in Naples and franchisee Joe Forte and his organization for facilitating the Platinum Sponsorship for the second year in a row.

The Tampa Bay Buccaneers footballs scored a touchdown with attendees!

UPCOMING EVENTS The fall calendar is packed with chiropractic events taking place across the country. All franchisees, DCs and other partners from across the system are invited to participate and assist in promoting the brand and showcasing career opportunities at The Joint.

•

September 19-21: Palmer IA Homecoming (Davenport, IA)

•

September 20-22: Unified Virginia Chiropractic Association (Williamsburg, VA)

•

October 3-5: Life Extravaganza (Marietta, GA)

•

October 4-6: Parker Dallas (Dallas, TX)

•

October 15: Keiser Career Fair (West Palm Beach, FL)

•

October 17: Life West Career Fair (Hayward, CA)

•

October 17: University of Western States Career Fair (Portland, OR)

 If you are interested in getting involved, please reach out to careers@thejoint.com.

Interior of The Joint’s first clinics.

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ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 17

Meet and Greet: DC & WC Profiles Dr. Linda Gianetti, D.C.

Edona Ajdin

PC at The Joint Chiropractic – Ft. Meyers (FL) PC, Clinic Director and Franchisee at The Joint Chiropractic – Estero (FL)

The Joint Chiropractic – Mt. Prospect (IL)

New York Chiropractic College, 2000 Her Story: From a young age, Dr. Gianetti watched her father get adjusted on a regular basis at a time when chiropractic was not often considered a valid science. Her close connection to chiropractic made it a natural decision to pursue it as her career.

She attended Florida Atlantic University for her undergraduate degree, then earned her Doctor of Chiropractic degree from New York Chiropractic College. She was in private practice until finding The Joint in 2020.

“I love the simplicity of The Joint model. It exemplifies why I became a chiropractor,” says Dr. Gianetti. “Also, the price point affords a vast majority of people the opportunity to get well and stay well with chiropractic care. This alone changes peoples’ lives.”

Dr. Gianetti has been a member of the Florida Chiropractic Association (FCA) for 12 years and often assists The Joint’s events team at the organization’s national conference. In 2023, Dr. Gianetti saw over 9,000 patients and her 78 percent conversion rate is a testament to the personalized care she shows to every patient she works with. For her ongoing efforts to grow The Joint brand in her community, Dr. Gianetti was selected as the 2023 DC of the Year.

Fun Facts: Dr. Gianetti loves to travel with her husband, Jeff, and vacation in Europe every year. In 2023, they renewed their wedding vows in Taormina, Sicily. They love good food and wine. Dr. Gianetti volunteers at a women’s shelter and enjoys knitting.

18 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

Her Story: In just one year, Edona’s commitment to excellence and genuine passion for helping others has played a crucial role in ensuring that each patient receives personalized care tailored to their unique needs.

“When it comes to interacting with patients and colleagues, Edona leads by example,” said franchisee Philip Olasa. “She absolutely loves taking care of her patients and feels really fulfilled knowing she’s making a positive impact on their lives.”

This dedication is evident in her 80 percent New Patient conversion rate, which she has attained by consistently going the extra mile to ensure an exceptional experience for every patient. In fact, many New Patients sign up for their Wellness Plan even before seeing the DC because of her proactive approach to making sure that every patient feels heard and valued.

Edona has also helped the Mt. Prospect clinic connect with their local community by reaching out to local business and their customers to let them know how to prioritize their health at The Joint. Her positive, can-do attitude inspires her colleagues and led to her nomination as a 2023 Wellness Coordinator of the Year.

Fun Facts: Edona enjoys spending time with her family and she loves helping out at the family business. She dreams of pursuing a law-related profession one day so that she can combine her love for helping people with her keen interest in justice.

Meet and Greet: Franchisee Profile with The Joint. “It seemed like everything was set up to make it easy for me to do what I love to do which is deliver chiropractic care. I never sought to franchise. In fact, I probably never would have considered it if I hadn’t worked at The Joint and seen the potential firsthand.”

Dr. Jason Bowers, D.C. The Joint Chiropractic – Wall Township (NJ) His Story: Dr. Bowers graduated from Life University in Marietta, Georgia in 1995 and entered into private chiropractic practice. In 2010, he decided to leave his practice and take some time off, then began providing temporary office coverage to clinics in his area. This led him to The Joint in Hoboken, NJ and he immediately felt connected to the brand’s mission and the opportunity to make chiropractic care accessible to those who need it most.

Dr. Bowers and his team maintain an active presence in their local community. They frequently visit nearby businesses to pass out The Joint swag and partner with the Whole Foods next to their clinic location on tabling opportunities to meet and greet customers and invite them in for an adjustment.

Fun Facts: Dr. Bowers and his wife are the proud parents of five boys: Jason, Jesse, Jonah, Jude and Jaxon. All five were born at home and Dr. Bowers adjusted each son when they were just one day old. In his spare time, Dr. Bowers enjoys Jiu Jitsu and spends summers on his Boston Whaler in his hometown of the Jersey Shore.

“The Joint allows me to practice the way I intended to when I entered the field,” he says. “I get to help members stay well while everything runs seamlessly in the practice.

The Joint has reinvigorated my purpose and passion.”

With that passion, he pursued his own franchise opportunity, opening the Wall Township clinic in 2021.

Since then, Dr. Bowers has embraced the available tools and best practices and developed new process to create a first-rate experience for his clinic team and patients.

In 2023, his location led the market in visits per patient (2.57) and conversions (67.3%) and surpassed his clinic goals for the Back Friday and End of Year promotions.

This success led to his nomination as a 2023 Franchisee of the Year.

“I loved feeling like I was part of something bigger than just my office,” said Dr. Bowers of his decision to franchise

 Share Your Story Would you like to be featured in an upcoming issue of BackBone or highlight a member of your team? The Corporate Communications Team is looking for WC, DC and franchisees to profile. Simply complete a questionnaire by following the links below: Franchisee Profile Questionnaire DC Profile Questionnaire WC Profile Questionnaire

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ISSUE 100 | SEPTEMBER 2024 | BACKBONE | 19

TOP 10

METRICS: August Leaderboards

August

Each month we highlight the performance leaders on some of our critical metrics. Find out who made the August leaderboards below!

Top 10 Sales Performers Rank

Clinic

Top 10 Comp % Performers Sales

Rank

Clinic

Top 10 New Patient (NP) Performers Comp %

2024 Sales

Rank

Clinic

NP

1

Midland (TX)

$167,821

1

Fort Collins South (CO)

212.8%

$29,985

1

Victoria (TX)

414.0

2

Downey (CA)

$139,679

2

Clermont (FL)

203.6%

$51,329

2

Midland (TX)

368.0

3

Cypress Station (TX)

168.7%

$18,461

3

Ocala (FL)

359.0

4

Odessa (TX)

328.0

3

San Angelo (TX)

$120,160

4

Summerville (SC)

$115,340

4

Estero (FL)

161.9%

$54,078

5

Jacksonville North (FL)

153.5%

$55,141

5

Zephyrhills (FL)

298.0

6

Lakeland South (FL)

274.0

5

Fresno (CA)

$111,597

6

New Braunfels (TX)

$108,087

6

Hattiesburg (MS)

136.8%

$35,255

7

West Des Moines (IA)

133.3%

$30,314

7

Fresno (CA)

261.0

8

Fort Smith (AR)

260.0

7

Sparks (NV)

$105,271

8

Fayetteville (NC)

$104,544

8

Williamsburg (VA)

129.2%

$30,015

9

Saginaw (TX)

$103,213

9

Oak Creek (WI)

127.2%

$17,910

9

Twin Falls (ID)

252.0

10

Natomas (CA)

$102,164

$29,949

10

Sharyland (TX)

248.0

10

Manhattan Beach (CA)

125.2%

Top 10 Active Member (AM) Growth Performers Rank

1

Clinic

AM Growth

AM Growth %

AMs Begin

AMs End

Victoria (TX)

216

171.43%

126

342

2

Zephyrhills (FL)

180

(100.00%)

0

180

3

Ocala (FL)

139

34.92%

398

537

4

McDonough (GA)

137

428.13%

32

169

5

West Loop (IL)

134

35.83%

374

508

6

Odessa (TX)

120

17.34%

692

812

7

San Angelo (TX)

101

7.44%

1,357

1,458

8

Santa Fe (NM)

99

15.69%

631

730

9

Rosemead (CA)

87

11.76%

740

827

10

Abilene (TX)

85

8.74%

973

1,058

10

El Paso Eastlake (TX)

85

163.46%

52

137

Top 10 Attrition (ATT) Performers

Top 10 Conversion Performers Rank

Clinic

Clinic

ATT %

Total Cancels

AMs Begin

1

Easton (MA)

1.0%

1

98

Conversion %

Conversions

Prospects

Rank

1

Corona South (CA)

93.0%

66

71

2

Prattville (AL)

88.0%

66

75

3

Decatur (GA)

86.3%

120

139

4

Dawsonville (GA)

86.0%

117

136

5

Summerville (SC)

83.8%

192

229

6

Lake Conroe (TX)

83.3%

5

6

7

Scottsdale Shea (AZ)

82.1%

46

56

8

Trinity (FL)

81.7%

152

186

9

Seagoville (TX)

80.6%

158

196

10

Derby (KS)

80.5%

128

159

20 | BACKBONE | SEPTEMBER 2024 | ISSUE 100

2

Arcadia (AZ)

3.9%

16

410

3

Post Falls (ID)

4.4%

2

45

4

Lone Tree (CO)

4.5%

24

537

4

Hilton Village (AZ)

4.5%

20

444

6

North Las Vegas (NV)

4.9%

11

226

6

Brookhaven (GA)

4.9%

37

753

6

Warminster (PA)

4.9%

20

407

9

Des Peres (MO)

5.0%

32

637

10

Buckhead (GA)

5.5%

29

530

10

Brookfield (WI)

5.5%

36

657

10

South Jordan (UT)

5.5%

44

800

10

Peachtree City (GA)

5.5%

30

543