Read what’s changing, how it will impact clinic teams and more on pages 4-5. Protecting Your Clinic: The Joint’s Required Approach to Online Review Management
Read about our partnership with the Holderness family on pages 6 - 7
President and CEO, Sanjiv Razdan
The priorities we are advancing this month are key to our continued focus on driving Active Member Growth. Each is designed to create a stronger, more seamless pathway from a patient’s first visit through conversion and, ultimately, to long-term, active engagement.
As we discussed at Align Two026, one of our greatest opportunities to strengthen our brand, increase revenue, and improve conversion is through simplicity. On June 29, we will execute the Menu Simplification and Price Changes Rollout. These systemwide changes were developed to reduce friction, simplify decision-making, and provide our patients with greater flexibility in how they commit to routine chiropractic care at The Joint. At the same time, they equip our clinic teams with clearer, more consistent ways to guide patients through their options.
We are introducing these updates as a single, coordinated rollout rather than multiple smaller changes based on direct feedback from franchisees:
1. Simplifying our pricing menu so our patients can say “yes” to their treatment plan and our clinic teams can deliver with clarity and confidence.
2. A $10 price increase for Wellness Plans in optedin markets which has shown minimal patient pushback and little impact on conversion or attrition in test markets.
3. The introduction of Align Two to improve conversion and provide patients with greater flexibility in how they receive care at The Joint over time.
4. The reintroduction of Care Cards so that New Patients can more easily follow their first-month's treatment plan. This will also aid in recovering some of the conversion loss that our system has experienced since the introduction of Kickstart.
5. Select markets will begin testing price increases for Medicare-eligible patients to discover potential for improved conversion rates. Some clinics will begin testing on June 29, followed by a second wave on August 1.
A complete overview of the Menu Simplification and Price Changes Rollout can be found on pages 4-5
Support guides and training resources will be emailed in the weeks leading up to June 29, so please be on the lookout for those materials.
Our annual summer promotion, the “Buy 5, Get 1” Wellness Sale, began last week. This is an important campaign that delivers long-term value for our patients while supporting clinic performance. In clinics opted in to the $10 price increase, this is a terrific opportunity to drive Wellness Plan pre-sales before the change takes effect on June 29. Thank you to our clinic teams for your focus and strong execution. Please be sure to leverage the promotion guide for talking points, AXIS procedures and best practices.
Nearly 300 clinics now offer CareCredit as an interestfree financing option, and the “Buy 5, Get 1” Wellness Sale provides an ideal opportunity for participating clinics to introduce this payment option to patients. With CareCredit, patients can purchase their five months of care through manageable, interest-free payments rather than a large upfront cost.
CareCredit is the largest provider of credit in the health and wellness space, and this partnership is a powerful tool to improve conversion rates and increase New Patients. As we expand adoption, we will unlock access to CareCredit’s 12 million members, but only after at least 50 percent of our clinics are enrolled and active. Additional details and points of contact are on page 9, and I strongly encourage any franchisees not yet participating to reach out, learn more, and sign up.
As you can see, we are moving with focus and urgency to bring these solutions to you, but achieving success will require alignment, partnership and a shared commitment across our entire system.
Together we serve,
Sanjiv Razdan
On June 29, The Joint will roll out a series of systemwide updates to inclinic pricing and our core service offerings. These changes are part of the Menu Simplification and Price Changes Rollout and are designed to make it easier for patients to understand their options and to help clinic teams guide them with clarity and confidence.
1. $10 Wellness Plan Price Increase in Select Markets
The price of our Wellness Plan will increase by $10 for New Patients only in Designated Market Areas (DMA) where 50 percent of franchisees opted in to the price increase.
What this means for clinic teams: Wellness Plans remain the primary recommendation for all New Patients.
2. Systemwide Launch of Align Two
Align Two includes two visits per month at a lower price point than the standard Wellness Plan and can be used if a New Patient is hesitant to convert to the Wellness Plan. It may also be used to prevent cancellations with Existing Patients.
What this means for clinic teams: Align Two provides the flexibility to present a different option to a New Patient who wants ongoing care but may be price sensitive.
3. Removal of Kickstart as Core Offering
Supporting data and franchisee feedback indicates that Kickstart contributed to lower conversion rates. Kickstart will no longer appear on the pricing menu, but will remain available. However, it is only recommended for clinics achieving a success rate of 60 percent or higher conversion.
What this means for clinic teams: Most clinics will no longer present Kickstart to New Patients as an add-on option to the Wellness Plan, helping to streamline pricing conversations.
If a doctor prescribes more than four visits in a New Patient’s first month, Care Cards can be offered to help patients say “yes” to the recommended treatment plan.
Care Cards are valid for up to three visits at the discretion of the doctor and treatment plan. They are for use in the first month only, and only at the issuing home clinic. The intention is to remove overage visit concerns during the critical first month of care.
Care Cards will only be available as a digital option in AXIS. Printed cards will not be provided.
What this means for clinic teams: Use Care Cards as a simple, effective tool to help New Patients get started with care.
The pricing menu will be simplified to make it easier for Wellness Coordinators to present the plan or package that best aligns with a patient’s treatment plan.
What this means for clinic teams: Fewer choices to explain will provide patients with a clearer path to recommended care, leading to more consistent conversions across clinics.
These updates simplify the patient experience by reducing confusion during pricing discussions. The changes are also designed to support stronger conversion rates as we continue our focus on Active Member growth.
Approximately 100 clinics will test a price increase for Medicare-eligible patients. The goal of this test is to determine if a higher price point alters visit frequency for this patient group and to measure possible conversion to Align 1, Align Two or a Wellness Plan.
“I
Kim and Penn Holderness, best known for winning The Amazing Race Season 33, first went viral in 2013 with their hilarious “Christmas Jammies” video. Since then, they have built a highly engaged audience of over 1.8 million Instagram followers through comedic skits and song parodies centered on everyday life experiences.
In 2025, Penn’s viral back pain parody video humorously highlighted how easy it is to throw your back out doing something completely ordinary. The relatable premise aligned naturally to The Joint’s focus on pain relief, restored movement, and care that fits real life. We invited them to partner with The Joint as part of our “Life in Motion” influencer campaign and create a follow-up video to build on Penn’s original viral moment.
In the new version, Penn revisits his experience with back pain but takes the story one step further by turning to The Joint for care. The video, and Penn’s testimonial, reinforces our “Life in Motion” message by showing how chiropractic care helps people stay active and keep doing the things they love. Thank you to the clinic team at The Joint Chiropractic – North Raleigh Six Forks (NC) for opening up your space for the filming, and a special thanks to Dr. Jeremy Broadhead, D.C. for appearing as Penn’s chiropractor!
The post generated more than 311,000 impressions and reached over 242,000 unique accounts , significantly expanding visibility for The Joint beyond our existing audience.
311,000+ impressions
242,000 unique account views
19,000 engagements
and supports campaign engagement.
Online reviews do more than reflect patient opinions. Reviews shape local trust, influence future patients and impact local visibility. In healthcare, however, responding to reviews carries added responsibility.
Our Approach to Review Responses
Last year, we introduced our Community and Reputation Management Guidelines which were designed to protect the clinic, protect the brand, and ensure every review is handled with professionalism, compassion, and patient-centered care.
Every public response must align with our Community and Reputation Management Guidelines, regardless of review sentiment.
How YEXT Supports Clinics with Review Responses
In January, the CSC began utilizing YEXT to manage online business listings and review responses. YEXT uses standardized responses instead of custom replies to ensure responses align with privacy, HIPAA and brand guidelines. Each approved response is mapped to 25+ common complaint scenarios which reduces the risk of overexplaining or sounding defensive.
The Review Process
Yext will notify the clinic and franchisee via email when a new review is posted on Google, Yelp or Facebook Recommendations.
Respond promptly using approved guidelines and reinforce the positive experience.
Level 1 & 2 Negative Reviews
• Yext publishes an approved, compliant response within 24-48 hours.
• At the same time, clinics should begin following up privately to resolve concerns.
• After resolution, clinics may invite patients to update or remove their review.
• Do not respond publicly.
• Follow internal escalation procedures, including contacting legal counsel, the clinic’s medical malpractice carrier or another internal stakeholders.
Do’s and Don’t’s
Use the Community and Reputation Management Guidelines every time you respond to an online review.
Reach out privately to resolve negative reviews.
Never confirm a patient’s status or health details in a public response.
When handled thoughtfully, reviews are an opportunity to demonstrate our professionalism, reinforce our commitment to patient-centered care, and protect the trust our communities place in us. By following these guidelines, clinics can confidently navigate reviews in a way that safeguards privacy, strengthens the brand, and supports positive patient relationships every day.
Process Questions? Please contact Heather Zielinski, Senior Content Manager, at heather.zielinski@thejoint.com
Need HIPAA or compliance guidance? Please contact Dr. Steve Knauf, Vice President of Chiropractic & Compliance, at dr.steve.knauf@thejoint.com
Premium trade and consumer publications continue to feature Dr. Dustin DebRoy, D.C., The Joint’s Manager of Education and Relations, as an expert resource. Find some recent PR highlights below!
Yahoo! Health Article on Mattresses Includes Commentary from The Joint Dr. DebRoy’s recommendations are outlined in a Yahoo! Health article on the best mattresses for side sleepers, reinforcing the connection between sleep posture and overall musculoskeletal health. This type of coverage positions chiropractic care as an essential part of a proactive wellness routine. The article reached nearly 2 million online readers.
Read "Best mattresses for side sleepers in 2026"
Eat This, Not That! Focuses on Posture, Hip Strength and Core Strength After 60
Dr. DebRoy contributed to three Eat This, Not That! articles on effective, accessible movement strategies to maintain mobility, balance and overall quality of life as we age. In each article, he provides actual exercises for readers, and his insights reinforce the importance of targeted activity for the spine, hips and core, especially as age-related muscle loss and sedentary habits can cause weakening. The articles reached nearly 7 million readers each with additional syndication on MSN.
Read “4 Morning Exercises That Restore Posture Faster Than Floor Stretches After 60"
Read “5 Standing Exercises That Firm Hip Strength Faster Than Floor Stretches After 60”
Read “5 Bed Exercises That Rebuild Core Strength Faster Than Planks After 55”
Share stories from our Newsroom and 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.
C areCredit is a health and wellness credit card that offers flexible financing options for patients who would like to pay for the chiropractic care they need over time. With CareCredit, patients who purchase a package or promotional Wellness Plan, such as the “Buy 5, Get 1” Wellness Sale offer, can have an affordable monthly payment with interest-deferred financing rather than a large up-front cost.
Ready to enroll? Franchisees who would like to offer CareCredit may contact Nichelle Coles (ncoles@carecredit.com) or Alejandra Ixta (aixta@carecredit.com) to begin the enrollment process.
Every incoming call is an opportunity to shape a patient’s experience before they ever walk through the door. Strong phone communication builds trust, creates clarity, and helps convert interest into bookings. Role-play incoming phone call scripting with your team. Here are a few best practices to keep your calls confident and patient-focused: Activity: Incoming
Start with a welcoming greeting. Be positive, professional, and clear. Your voice is the first impression, so bring the energy. A patient can tell you’re smiling, even over the phone!
Practice active listening and don’t rush to respond. Acknowledge the caller, gather their information, and make it clear you want to help.
Create urgency with care, not pressure. We’re here to help. Aim to schedule same-day or within 24 hours, while keeping the tone supportive and patient-first.
Confirm the visit, collect contact details, and send the patient follow-up info. Clarity builds confidence, and follow-through matters to get new patients through the door.
“Hello! Thank you for calling The Joint Chiropractic in [City/Location]! This is [Name]. How can I help you today?”
“I’m glad you called. I’d be happy to help with that. Before we dive in, may I get your name? ... And what’s the best phone number for you in case we get disconnected?”
“We can absolutely get you taken care of. We even have availability right now or later today. What would you prefer?”
“I have you down for 1pm today. Your first visit usually takes 30-45 minutes. We are located at [address]. May I have your email? I’d like to send you office details and confirmation... Have I answered all your questions today?”
Want to strengthen your teams’ communication skills even further? Visit The Learning Center and explore these courses and resources available.
• Effective Patient Communication: This eLearning course reinforces the skills and best practices for effectively communicating with patients, focusing on the three major forms of communication: in-person, over the phone, and written.
• WC Role-Play Scenario Flashcards: Printable flashcards that include tips and scripting for a variety of clinic scenarios, from chiropractic FAQs to handling objections. These can be practiced with a partner or alone.
• Digital Lead Management Manual: Practical guidance on how to execute an excellent phone call that includes scripting and best practices.
enroll,
New episodes of the Huddle Series, hosted by Dr. Dustin DebRoy, featuring conversations with DCs from across the system are available in TLC. Each episode is designed as a quick, practical resource to help DCs elevate the patient experience, improve performance, and drive better patient outcomes.
Now Available:
• From First Visit to Commitment: Converting Patients Through Connection featuring Dr. Ed Ernstrom
• Retention as a Daily Practice: Turning Visits into Long-Term Care featuring Dr. Rubina Tahir
@thejointstonecrest
This month, we’re spotlighting The Joint ChiropracticStonecrest in Charlotte, NC for their energetic, personalitydriven social media presence that blends community engagement, trend participation, and educational content in a way that feels both relatable and credible. Their content consistently reflects the clinic’s culture while making chiropractic care approachable and easy to connect with online.
Stonecrest incorporates social media trends with lighthearted team moments while still keeping chiropractic education at the center of their content strategy. From playful behind-the-scenes Reels to DC-led wellness messaging, their content feels authentic to the clinic while helping educate viewers on movement, recovery, and routine care.
The clinic also stands out for its community-focused activations and local event promotion. By highlighting their wellness events, seasonal campaigns and in-clinic experiences on social media, Stonecrest creates content that encourages both online engagement and real-world connection with patients. Their approach is a great example of how clinics can use social media not only to educate, but also to build community awareness and strengthen relationships locally.
Each month, we’ll share newly-available support materials and guides that have been developed by the CSC to support franchisees and clinic teams. Explore the latest resources below!
“Buy 5, Get 1” Wellness Sale Promotion Guide – Promotion guide for the “Buy 5, Get 1” Wellness Sale running June 1 – 30.
Download "Buy 5, Get 1" Wellness Sale Promotion Guide
June’s Social Media Resource Guide – Ideas, themes and recommended content for local social media posting and engagement.
Download Social Media Resource Guide: June 2026
FOR FRANCHISEES:
Updated Poaching Policy – An updated Poaching Policy is now in effect, and the revised policy can be found on page 52 of the Operations Manual
Download Operations Manual
Download the complete list of available toolkits, user guides, and instructional webinars
Recently, The Joint returned to two key chiropractic school events: Sherman College’s Lyceum and Logan University’s Symposium
At Lyceum, we hosted a Topgolf outing for approximately 85 students, creating a valuable opportunity for meaningful, small-group connections with our franchisees and doctors. Across both events, we spoke to hundreds of attendees, from students and instructors to practicing chiropractors. Our conversations reinforced The Joint’s commitment to advancing the profession and our role as a leader in accessible, scalable chiropractic care. In addition, we highlighted The Joint as a premier career destination for chiropractors at every stage of our career.
Thank you to all of the franchisees, doctors, clinic managers and team members, Regional Developers and other partners from across the system who supported these events on behalf of The Joint!
Parker Seminars Miami
Miami, FL
FCA National Convention & Expo Orlando, FL
Life University Vision Extravaganza Atlanta, GA
Parker Seminars Dallas Dallas, TX
Participating in a Local or Regional Chiropractic Event?
June 12-14
August 27-30
September 17-19
October 2-4
If you are a franchise organization or Co-op that is partnering with a professional chiropractic event in your area, email communications@thejoint.com with the name and date of the event for the opportunity to be featured in an upcoming issue of BackBone!
Hanna Tucker is driven to help people become the healthiest version of themselves. With an associate’s degree in healthcare, her passion for ensuring patients feel supported and understood has made a meaningful impact on clinic culture and experience.
“It means so much to be part of helping people improve their quality of life and return to living with less pain and greater mobility,” says Hanna. “Watching someone come in experiencing pain that limits their daily activities, then seeing them return a week or two later feeling significantly better, is incredibly fulfilling.”
Hanna joined franchisee Tim Vitullo’s organization in June 2024 with a patient-first mindset that is evident across all aspects of her work. In one instance, she worked with a patient who was in too much pain to stand and complete their intake forms. Hanna sat with them and walked through each question line by line, ensuring they could quickly see the doctor and receive care.
“Hanna is the kind of person every clinic hopes to have,” says Tim. “She’s smart, dependable, hardworking and genuinely great with people. She keeps things running smoothly no matter what the day throws at us, and she does it with a positive attitude that lifts the entire team.”
Hanna also plays an important role in supporting clinic operations and growth. She assists with local digital marketing efforts, participates in community events and tabling opportunities, and helps improve scripts and inclinic workflows.
“Strive to make every person you encounter throughout your workday feel welcomed and valued.”
– Hanna’s advice to a new WC
Recently, Hanna was promoted to Operations Manager and helps oversee clinic operations for five locations in Chattanooga, TN and North Georgia. In her new role, she especially values the opportunity to mentor and train new Wellness Coordinators, helping them develop the skills and passion needed to create an excellent patient experience. She often role plays difficult conversations and offers practical feedback that has helped improve consistency and performance across the clinics.
Hanna and her husband, Aaron, are the proud parents of three wonderful children. On her days off, she and her family love exploring new places together, enjoying time outdoors or simply relaxing together at home. Hanna loves hiking and waterfall chasing, noting that staying active helps her recharge mentally.
Each month we highlight the performance leaders on some of our critical metrics. Find out who made the May leaderboards below!