BackBone: November 2024

NOVEMBER 2024 | ISSUE 102

BACKBONE News from The Joint Chiropractic

! e r e h is

Find best practices, resources and other keys to a successful promotion on page 13

“Remix Your Health” Promotion Exceeds Expectations See a complete recap on page 8

 BACK TO TABLE OF CONTENTS

Walk-In Visit Price Increase Now Live in All Clinics Read more on page 14

ISSUE 102 | NOVEMBER 2024 | 1

NOVEMBER 2024 | ISSUE 102

CONTENTS

IN EVERY ISSUE

10 Accounting Dates 10 October Clinic Openings 10 GO Elite + Honorable Mention 17 Meet & Greet: Franchisee Profile 20 Meet & Greet: WC Profile 21 Chiropractic Connections: Event Recaps 22 The Joint in the News: PR Update 23 October Leaderboards

2 | BACKBONE

FEATURED STORIES

12

Back Friday Is Here! Resources and Best Practices for a Successful Sale

14

Walk-In Visit Price Increases to $55

16

TJC Loganville Offers A+ Experience to A-List Celebrity

EDUCATION + RESULTS

5 End of Year Wellness Sale Begins December 2 Franchisees

DCs

WCs

8 “Remix Your Health” Promotion Increases Existing Patient Wellness Plan Sales Franchisees

DCs

WCs

11 The Learning Center: Tips for Updating User Information Franchisees

DCs

WCs

18 Path to Profitability Program Yielding Strong Increases for Clinics Franchisees

19 Effective Inventory Management for Improving Clinic Profitability Franchisees

 BACK TO TABLE OF CONTENTS

ISSUE 102 | NOVEMBER 2024 | 3

Dear Franchisees and The Joint Community, As Thanksgiving approaches, I want to take a moment to express my heartfelt gratitude for each of you. This season is a time to reflect on what we’re thankful for, and without a doubt, our teams across our franchise system top that list.

FROM THE

CORNER OFFICE President and CEO, Sanjiv Razdan

Clinic teams are the front line of patient care and service, and, as I continue to visit clinics to listen, learn and immerse myself in the business, my admiration for our dedicated DCs and WCs increases. Please know how much your hard work is valued and appreciated—not only by me, but by the patients and families whose lives you touch. You embody the heart and soul of our mission, and for that, I am deeply grateful. I look forward to meeting many more of our teams in the future.

Franchisees, franchise operations teams, RDs and RD teams, as well as CSC Corporate and Field Teams your commitment, hard work, and passion have been instrumental in our successes this year. Thank you for going the extra mile for our patients, collaborating and bringing creative solutions to the table. Every effort you make contributes to our shared achievements.

Let me touch on several accomplishments and activities that have transpired, or are occurring, in Q4. In the subsequent pages of this month’s Backbone, I encourage you to read more in-depth about: Remix Your Health I’m thrilled to share some fantastic news about our recent Remix Your Health promotion! Thanks to your hard work and commitment, it was a tremendous success.

We surpassed our goals, engaged patients in meaningful ways, and reinforced our brand’s reputation for excellence. Your efforts have truly made a difference. Read more about several positive metrics and promotion results on page 8.

Walk-In Price Increase Earlier this month, ELT made the decision to increase the price of a single Walk-In visit from $45 per visit to $55 per visit at all The Joint Chiropractic locations. This change not only helps to drive topline revenue, but also allows us to remain competitively priced while also building more value into our memberships and providing increased opportunity for conversion, especially as we approach our strongest promotional period of the year. Read more on page 14.

4 | BACKBONE

Back Friday & End of Year Wellness Sales

Path to Profitability Program (P2P)

As we approach the end of the year, our focus shifts to our Back Friday Sale and End of Year Wellness Sale. This is a critical time to continue building on our momentum and finish the year strong. With holiday shopping in full swing, these promotions are a great opportunity to connect with our patients and drive additional success.

Lastly, launched in September, the P2P Program empowers clinics to reach their full financial potential by consistently executing on the proven guidelines, best practices and processes of The Joint’s business model. Since that time, 77 clinics have ‘graduated’ from the program and many more are showing improved metrics across several categories. Learn more about this ‘back to basics’ program on page 18.

Here’s how you can help: •

Stay Engaged: Be proactive in sharing promotion details and answering patient questions.

•

Promote Enthusiasm: Your excitement is contagious! Let’s ensure every patient feels the energy and care behind our efforts.

As my wife Nisha and I start the process of settling into our new home in Scottsdale, we have a lot to be thankful for. I am incredibly grateful for the opportunity to serve this team, and this brand, and so very thankful that my path crossed with so many wonderful humans of The Joint!

•

Collaborate: Keep communicating with your teams, sharing ideas, and supporting each other to make these promotions shine.

Thank you for everything you do to make our team and company extraordinary. Wishing you and your families a joyous, warm, and fulfilling Thanksgiving season.

More information on these two important promotions can be found on page 12.

"Please know how much your hard work is valued and appreciated—not only by me, but by the patients and families whose lives you touch.

You embody the heart and soul of our mission, and for that, I am deeply grateful. I look forward to meeting many more of our teams in the future."

Together we serve,

Sanjiv Razdan

Photo 1: Pictured (L-R): Eirick Wilson (Vice President of Corporate Clinic Operations), Lindsay Salcido (Field Business Consultant), WC Doreen Serio, Sanjiv Razdan, Dr. Damian Clarke, D.C. and Dr. Benjamin Howey, D.C. at The Joint Chiropractic - Desert Ridge (AZ).

Photo 2: Pictured (L-R): WC Rebecca Raun, Beth Gross (Senior Vice President of Human Resources), Dr. Rick Johnson, D.C., Eirick Wilson (Vice President of Corporate Clinic Operations) and Sanjiv Razdan at The Joint Chiropractic – Gilbert Town Square (AZ).

Photo 3: Pictured (L-R): Sanjiv Razdan, franchisee Dr. Craig Peterson, D.C., Trish Whiteaker (Director of Operations), franchisee Brad Peterson, Beth Gross (Senior Vice President of Human Resources) and Eirick Wilson (Vice President of Corporate Clinic Operations) at The Joint Chiropractic - Mesa Gateway (AZ).  BACK TO TABLE OF CONTENTS

ISSUE 102 | NOVEMBER 2024 | 5

END OF YEAR WELLNESS SALE T

he Joint’s annual End of Year Wellness Sale begins on December 2 and will offer patients 16% off an entire year of prepaid chiropractic care.

Who is participating?

All clinics, including franchised and corporatemanaged locations

When does the sale start?

Monday, December 2

When does the sale end?

Monday, January 13 at close of business

The End of Year Wellness Sale represents a significant opportunity to generate incremental sales and increase conversion before the end of the year. In 2023, clinics generated over $13,200 in average promotional revenue resulting in a staggering $12.4 million in systemwide sales!

The Offer •

Primary (will be advertised): Buy 10 Months of Membership, Get 2 Months Free

•

Florida Primary (will be advertised in Florida): Buy 5 Months of Membership, Get 1 Month Free

NOTE: The Buy 5, Get 1 offer is available is available to all clinics but will not be advertised outside of Florida and should only be presented as a sale recovery option if a patient is hesitant to purchase the larger Buy 10, Get 2 Free plan.

6 | BACKBONE

Target Audience

Promo Guide Now Available!

•

Patients that purchased a “Buy 10, Get 2” or “Buy 5, Get 1” Wellness Plan during any promotion in the past two years.

•

•

All patients with at least one visit in the past two years that are Walk-In patients, current Wellness Plan members or current package holders with two or less RPVs.

Special Note on AXIS Live Dates Patients who purchased their Wellness Plan during the 2023 End of Year Wellness Sale will have a plan expiration date of December 1. In order to capture those patients and offer them the opportunity to renew their membership, the offer will be live in AXIS beginning on Monday, November 25.

Promotional call lists will also be uploaded into Carbon Campaigns on November 25. Patients with a plan expiration date of December 1 will be ranked as Priority 1 contacts so that clinic teams can easily sort and locate these patients to inform them of the promotion on November 25.

Marketing Strategy + Tactics •

Custom, targeted emails distributed to patients through Iterable

•

SMS messages distributed to patients

by OTT

•

Targeted social media advertising

•

Local social media support on clinic Facebook and Instagram pages

 BACK TO TABLE OF CONTENTS

The “End of Year Wellness Sale” Promotion Guide contains information on marketing tactics and operational steps for the campaign.

•

Page 2: Promotion overview and special note regarding AXIS live dates

•

Page 5: Marketing collateral and posting instructions

•

Pages 6-15: Direct Marketing Tactics, including suggested local social media posting schedule and assets

•

Pages 15-21: Elearning, Promotional Call Lists and WC and DC Scripting

•

Pages 22-25: Completing the End of Year Wellness Sale in AXIS

•

Pages 26-28: Patient Service Options and Frequently Asked Questions

Download the “End of Year Wellness Sale Promotion Guide” on FranConnect  Elearning Now Available! The “End of Year Wellness Sale: Marketing and Operations (2024)” training course is now available in The Learning Center. This course is available to all The Joint personnel and should be completed prior to December 2 in accordance with your clinic’s End of Year Wellness Sale preparation plan. To enroll, please follow the steps outlined below: •

Log into The Learning Center.

•

Open the catalog and navigate to Business, Marketing and Operations > Marketing > Marketing Courses > Promotions

•

Locate “End of Year Wellness Sale: Marketing & Operations (2024)” and click Enroll.

ISSUE 102 | NOVEMBER 2024 | 7

“Remix Your Health” Promotion Increases Existing Patient Wellness Plan Sales T

he “Remix Your Health” promotion ran from October 7 through November 6 as part of The Joint’s 25th anniversary celebration. During the sale, existing patients could receive the first month of their Wellness Plan for just $49 – the same pricing as The Joint’s founding year of 1999.

Over one-third of the system participated in the promotion. Here are some performance highlights:

R

lth

r Hea

YOu emIX

•

During the promotion, all price tiers experienced a year-over-year increase in Existing Patient Wellness Plans.

•

The $89 tier saw an 89.1% year-over-year increase followed by the $69 price point (71.2%) and the $79 tier (67.0%).

•

The forecasted incremental annual revenue amount expected from the promotion, with our current defection rate applied, is $953,049.

Regular Wellness Plan Price

Existing Patient Wellness Plans

Existing Patient Wellness Plans

(Oct. 7 – Nov. 6, 2023)

(Oct. 7 – Nov. 6, 2024)

Year Over Year

$69

233

399

71.2%

$79

2,379

3,973

67.0%

$89

1,363

2,577

89.1%

3,975

6,949

74.8%

The $69 price point exhibited a 30.1% year-overyear increase in the 30 days prior to the start of the promotion. Even with this natural upswing, the promotion still provided a strong lift in alignment with our modeling.

The below graph shows the trends on Wellness Plans sold to Existing Patients and there is a very clear increase in 2024 vs. 2023 due to the promotion.

8 | BACKBONE

Defections Occur After a Promotion, But Remain In Line with Normal Rates Historically, defection rates for promotions such as “Remix Your Health” aren’t majorly different from the natural rate on Wellness Plans in general.

Estimated Cumulative Revenue Increases Over Time The graph below shows monthly estimated cumulative revenue over the next 12 months with the promotion (light orange) and without the promotion (light blue).

The below graph shows the difference in defection between Wellness Plans sold during the Summer Sale in July 2023 (blue) and the defection rate for Wellness Plans sold in May 2023 (orange).

While there is a slightly higher defection in months two and three, the remaining months are nearly identical.

It may be perceived as if there is more defection during a promotion such as “Remix Your Health” due to the fact that total purchases increased resulting in an increased total of patient defections. The percentage, however, is not much different than normal. Here is a closer look: •

•

•

A clinic that normally has 10 Existing Patient Wellness Plan sales in a typical month might have 3 cancellations by month 3.

Using the 89.1% estimated increase in volume for the $89 tier, that same clinic would have sold 19 Wellness Plans to Existing Patients during the promotion.

The chart was created using the defection rates (shown left) and the volume differences to calculate the estimated monthly revenue streams if we had not run the “Remix Your Health” promotion as compared to expected revenue due to the volume of Wellness Plans sold during the promotion. With more Wellness Plans sold during the promotion than if we had not conducted a promotion, the difference in revenue is made up very quickly in the second month, then continues to grow in the following months.

Profitability Increases as Patients Receive Higher Discount on First Month The expected revenue increases we predict based on the volumes at the conclusion of the promotion directly relate to how much of a discount we gave at each tier.

•

Patients at the $69 price tier received the first month of their Wellness Plan for $49, just a $20 discount. This results in only a 25% increase in revenue compared to no promotion.

•

The $89 tier, however, received a $40 discount on the first month of their Wellness Plan and we predict a 66% increase in revenue.

•

If we plot the discount versus the expected increase in revenue, we see a very compelling correlation that infers that the more we discount, the more we get in return.

By applying the defection rate, they would likely have 6 patients cancel by month 3.

While the higher number of patients cancelling appears much larger, the percentage is nearly the same as a typical month. We will continue to monitor this in future promotions.

Overall, the positive results of the promotion show that discounts change behavior for existing patients.

There is an opportunity to insert a similarly-structured promotional event into the marketing calendar as a tactic to keep active member counts up.

 BACK TO TABLE OF CONTENTS

ISSUE 102 | NOVEMBER 2024 | 9

 Share Your Story

 Email the Team

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:

Do you have a question, suggestion or content idea? Would you like to share a best practice or resource that you think

Franchisee Profile Questionnaire

Team at communications@thejoint.com.

would benefit the system?

Email the Corporate Communications

DC Profile Questionnaire WC Profile Questionnaire

Accounting Dates November 19

Royalty Draw (November 1-15)

December 5-6

Software Fees – Tech Fee

November 19

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

December 10

Minimum Royalties –

November 2024

December 3

Royalty Draw (November 16-30)

December 3

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

CONGRATULATIONS

to these October clinic openings VINCENT MAI, KEVIN HUA, MEY YEAP & KATHERINE NGUYEN (Houston, TX) JODY O’DONNELL (Leon Valley, TX) WASEEM NAZIR & JIWAN KHABRA (Turlock, CA) DR. DANIEL RAE, D.C. & JONATHAN CARLOS (Palmdale, CA) TONY & TERESA DiGIUSEPPE (Peoria, AZ)

 Questions? accounting.services@thejoint.com.

GO Elite: A New Level of Best in Class for Grand Openings Introducing the newest class of inductees into the GO Elite family: Jonathan Ceasar and Kierstyn Sims The Joint Chiropractic - Lynchburg (VA)

• $38,123 in sales and 600 New Patients in the first 58 dayss

HONORABLE MENTION Billy Perkins, Dr. Drew Perkins, D.C. and Dr. Mike Shaw, D.C. The Joint Chiropractic – New Braunfels North (TX)

• $31,872 in sales and 246 New Patients in the first 60 days Drs. Heather & David Sefried, D.C. The Joint Chiropractic - Fuquay Varina (NC)

• $28,772 in sales and 341 New Patients

TOTAL CLINICS OPEN: 967 FRANCHISED UNITS: 842

10 | BACKBONE

in the first 60 days Represents clinics achieving GO Elite or honorable mention status as of November 5.

THE LEARNING CENTER

End of Year Clean Up

Regularly reviewing and updating user information in The Learning Center (TLC) helps ensure learners are able to access and complete training appropriate to their role. Accurate reporting, proper enrollments, and course visibility relies on standard job titles, for example, to function properly.

It’s a good practice for learners and admins to periodically review the user data contained in The Learning Center to maintain accuracy. Here are a few steps both learners and TLC Admins can take to make sure all user information is up to date in The Learning Center:

do To for Learners: 1. Log into The Learning Center.

2. Open your profile settings in the upper-right corner.

3. Scroll down the page to review the following information:

do To for TLC Admins: 1. Log into The Learning Center.

2. Go to the Admin Dashboard.

3. Click the Users icon in the lefthand menu to open the Users page.

✓ Email: Must be a valid, usable email address

4. Review your current users list:

✓ Username: Should match your email address. ✓ Job Title: Confirm the Job Title aligns with

are no longer employed at The Joint.

unique to you.

your role and responsibilities.

✓ Department: Verify that the department is

correct. Note: if you work at multiple clinics, your department should be your “home” clinic.

If you need to update any of your user profile information, please contact your local TLC Admin.

If you’re unsure who your TLC Admin is, ask your Manager, Clinic Owner, FBC, or Operations Manager to identify the admin for your clinic.

✓ Deactivate any users who ✓Review each user’s

information for accuracy.

For instructions on deactivating a user or editing a user’s profile, please refer to The Learning Center FAQ.

Questions?

If you need additional support, contact training@thejoint.com.

Upcoming Workshops DECEMBER

Attrition/Patient Retention

10+12

Patient retention is critical to the success and growth of our clinics. In this workshop for franchisees and operations managers, we will address what “success” looks like in minimizing attrition and boosting patient retention.

DECEMBER

18

DC Labor Allocation When is the best time to add a second doctor to your clinic schedule? How do you transition from one doctor to two with minimal impact to your bottom line?

Franchisees and operations managers are invited to join Dr. Kevin Lees for a workshop on adding DC labor.

How to Register: Visit The Learning Center and go to: Catalog > Business, Marketing, Operations > General Business > Workshops From the list of Workshops, click on the “Choose Session” button. Then, click “Enroll” for the available session. Space is limited!  BACK TO TABLE OF CONTENTS

ISSUE 102 | NOVEMBER 2024 | 11

P R O M O T I O N U N D E R WAY THROUGH DECEMBER 7

HIS PATH TO CHIROPRACTIC, FRANCHISING AND THE JOINT

12 | BACKBONE | OCTOBER 2024 | ISSUE 101

T

he Joint’s annual Back Friday promotion is in full swing with clinic teams offering patients our best deal on packages for the entire year.

The Back Friday Sale has steadily gained momentum – and increased sales – in the last few years. In 2023, the promotion saw gains in nearly all sales categories and brought in over $8.5 million in sales which was a 31 percent increase over 2022’s performance.

Back Friday Promotion Guide If you still have questions on aspects of the promotion, the Back Friday Promotion Guide contains information on marketing tactics and operational steps.

Find a social media posting schedule along with captions and graphics on pages 7-11 to share promotion details on your local Facebook or Instagram page. Scripts and talking points for WCs and DCs can be found on pages 17-20 or leverage the Frequently Asked Questions on pages 23-24 in conversations with patients.

Best Practices from Around the System We’ve collected best practices from partners throughout the system to support clinic teams in sustaining a strong performance through the December 7 promotion end date.

Looking for a final boost? Try one of the tactics outlined below!

 BACK TO TABLE OF CONTENTS

•

Print out the scripts and talking points from pages 17-20 of the Back Friday Promotion Guide and have them readily available for phone calls or in-person conversations.

•

Promote the sale to all Walk-In patients. The recent price increase for a single Walk-In Visit provides a unique opportunity to highlight the per-visit price savings available with the Back Friday sale. Refer to page 2 of the Walk-In Price Increase Resource Guide to help guide your sales conversations.

•

Print the Promotional Savings Matrix on page 26 of the Back Friday Promotion Guide so it’s readily available to show patients how much they can save per visit.

•

Celebrate wins! Give shout outs, highlight successes and set new goals to stay motivated and engaged throughout the promotion. Create friendly competition and keep the environment light and fun!

ISSUE 102 | NOVEMBER 2024 | 13

Walk-In Visit Price Increases to $

55

A

priority initiative for 2024 has been reevaluating The Joint’s pricing pipeline. This project consists of several elements, including increasing the price of a single Walk-In visit from $45 per visit to $55 per visit to drive topline revenue.

In our evaluation of the business impact of the increase, this change allows The Joint to remain competitively priced while also building more value into our memberships. Patient surveys indicated no statistical difference in intent to visit or value perception between the $45 and $55 price points.

14 | BACKBONE

In fact, the change to a $55 walk-in price was validated by consumers as an offer that will continue to bring value to current and prospective patients.

The Walk-In Visit price increase took effect on November 18 at all The Joint Chiropractic locations to align with the start of our strongest promotional period of the year. This provides a greater opportunity for conversion by highlighting the per-visit price savings available with packages or Wellness Plans.

 New Required Intake Forms The Walk-In Visit price increase has resulted in updates to required intake forms. Clinics utilizing paper intake forms must implement these new forms effective immediately.

Download and print the Intake Form on Dokshop  Download and print the Intake Form (Spanish Version) on Dokshop  Download and print the State Specific Addendum – Kentucky Version on dokshop 

How to Order Optional Military Versions of Pricing Materials Clinics that have military versions of the Menu Counter Sign, Brochure Pricing Insert and/or Pricing Placemats can order these products at no cost on Dokshop.

View the items on Dokshop  At checkout, enter the promo code KL4PIQ in the Coupon section, then click Apply Coupon.

Orders may take 7-10 business days to arrive at your clinic. Coupon code expires 12/31/2024.

Price Change Kits Arriving by November 29 Prisma is finalizing a complete Price Change Kit for all clinics that will contain new materials that reflect the Walk-In Visit price increase, including: •

(1) Price Change Announcement Table Tent

•

(200) Brochure Pricing Inserts*

•

(1) Pricing Menu Counter Sign

•

(1) Pricing Placemats 2-Sided

*Clinics that have previously ordered the Spanish version of the Brochure Pricing Insert on Dokshop will automatically receive 100 new inserts in their Price Change Kit. In the interim, clinics must display the Price Change Notice PDF in order to remain in compliance with all advertising regulations.

Medicare Compliance for the Walk-In Price Increase Walk-In Visit pricing will still have the available Medicare adjustments in the POS portion of AXIS. This allows clinics to maintain compliance with all Medicare regulations so that eligible patients are not charged more than $29.

Download the PDF notice   Questions regarding the Price Change Kit? Contact Dokshop Support at 888-365-7411 or dokshop@prismagraphic.com.

Walk-In Price Change - Fall ‘24 Special Guide & FAQ

Price Change Kit Once your Price Change Kit arrives, discard the Temporary Price Change Notice from countertops and immediately unbox and replace existing materials with the following:

Notices

❌

Remove and Discard Existing Temporary Price Change Notice

 Download the Walk-In Price Change ‘Resource Guide!

Pricing Materials Discard any old Brochure Pricing Inserts, Pricing Menu Counter Signs, and Pricing Placemats that reference the $45 Single Visit in the art or the disclaimer.

❌ ✅

> Discard and Replace 200 New Brochure Pricing Insert(s)*

Note: this image is 1 of price zones and may not represent the pricing at your clinic.

Clinic Forms and Collateral

For the legal protection of our clinics and Doctors, it is critical that we alert patients to this change.

Below are steps that your clinic will need to complete to ensure compliance with local guidelines:

OVERVIEW

Note: this image is 1 of price zones and may not represent the pricing at your

On November 18, 2024, the price for a single Walk-In visit will increase from $45 per visit to $55 clinic. per visit in all The Joint Chiropractic clinics. This change will allow The Joint to remain competitively © 2024 The Joint Corp. All Rights Reserved. priced while also building more value into our memberships and providing increased opportunities for conversion.

Note: this image is 1 of price zones and may not represent the pricing at your Step 1: Download and print updated ABN forms for use on November 18 clinic.

These forms will beWalk-In available download on Dokshop Monday, November 11, and contain updated Pricefor Change 4 disclaimers to be utilized beginning on November 18. >> Intake Form

This new Walk-In pricing will more accurately reflect the value of our chiropractic care, and better highlights the savings found in our Wellness Plans and packages - including our upcoming 2024 holiday promotions!

>> Intake Form (Spanish) >> STATE SPECIFIC ADDENDUM - Kentucky Version

This change does not impact the price of our plans, packages or promotional pricing, and does not impact our $29 New Patient Special offer.

Be sure to review this guide and all upcoming communications so you can be prepared to implement the price increase on November 18 and discuss the change with patients. That way, you can both provide excellent patient service and use this opportunity to convert more patients to plans and packages!

Important things to do:

Step 2: Order optional military versions of pricing materials on Dokshop Clinics that have existing military versions of the Menu Counter Sign, Brochure Pricing Insert and/or Pricing Placemats can order products at no cost on Dokshop using promo code: KL4PIQ. These materials will be available to order beginning Monday, November 11. Once placed, orders may take 7–10 business days to arrive at your clinic. To be received by November 29, it is recommended to place orders by November 15. >> Dokshop / Products / Business Essentials / Pricing Materials

Step 3: Download, print and place Price Change Notice PDF on November 18

Print and place the Price Change Notice PDF on November 18.

Price Change Kits are scheduled to arrive by November 29. In order to comply with advertising regulations, clinics should download, print and display the Price Change Notice PDF on the clinic countertops at clinic opening on November 18.

Order optional military versions of pricing materials, if applicable for your clinic.

Review the scripts in this guide to be ready for common patient scenarios and sales opportunities.

>> Temporary Price Change Notice PDF

Alert any walk-in patients to the price increase before their visit takes place.

Printed signs should be placed flat on countertops, facing patients and adjacent to Pricing Placemats (if applicable). Do NOT remove, mark-up or alter any existing signage that has the $45 single walk-in price point displayed.

Place new materials upon receipt of your Price Change Kit which is scheduled to be delivered by November 29.

Clinics utilizing paper intake forms must download and print the new versions of select forms and implement them beginning on November 18 (see page 3 for more details on this process).

Step 4: Place materials from the Price Change Kit upon receipt (scheduled for delivery by November 29)

© 2024 The Joint Corp. All Rights Reserved.

© 2024 The Joint Corp. All Rights Reserved.

 BACK TO TABLE OF CONTENTS

❌ ✅

> Discard and Replace 1 New Pricing Placemats 2-Sided

Special Guide & FAQ

Special Guide & FAQ

Watch for other important communications regarding readiness and materials for this change.

Access the guide on FranConnect 

❌ ✅

> Discard and Replace 1 New Pricing Menu Counter Sign

Walk-In Price Change - Fall ‘24 Walk-In Price Change - Fall ‘24

What do I need to do?

The guide includes potential scenarios and scripting for discussing the price increase with patients to support a successful execution.

✅

Place 1 New Price Change Announcement Table Tent

Walk-In Price Change

Walk-In Price Change

3

1

ISSUE 102 | NOVEMBER 2024 | 15

Wellness Coordinator Elise Williams poses with Mel Gibson at The Joint Chiropractic - Loganville (GA).

W The Joint Chiropractic – Loganville Gives A+ Adjustment to A-List Celeb

henever a patient comes through the clinic doors, we always treat them like a celebrity. But what happens when the next patient is an actual celebrity?

The Joint Chiropractic – Loganville (GA) got the surprise of a lifetime when A-list actor Mel Gibson visited the clinic for an adjustment. Even after receiving a phone call letting the clinic team know he would be coming in, they had to see it to believe it.

“I assured the staff it was a scam or a TikTok spoof,” said franchisee Joe Burum. “I told them there was no way Mel Gibson had looked us up and that he was just going to ‘pop in.’ They not only saw him, they sold him!”

“It’s not everyday someone calls and says, ‘Can I make an appointment for Mel Gibson?’ We got several phone calls from his assistant pushing back his visit until he called to confirm their ETA. Then the excitement and anticipation ramped up,” said clinic director Dr. Mia Walker, D.C. After arriving, Mel introduced himself to Elise Williams, the clinic’s Wellness Coordinator, and Dr. Walker took him back for his adjustment. They recall him being a knowledgeable patient and very forthcoming about the various injuries from his long career. He was open to any adjustment if it would help alleviate the pain and discomfort he was in. After the adjustment, he told Dr. Walker he felt much better and walked out the door with a smile.

Not only did he return a few days later, but he said he’d had the best sleep in ages.

Way to go Elise and Dr. Walker!

The photo shown with this article is a personal picture taken by the clinic staff. The Joint Chiropractic does not have a signed Photo Release Form and does not have the rights to publish details about the clinic visit externally or share photos publicly via social media or other channels. Thank you for your understanding.

16 | BACKBONE

Franchisee Profile: Dr. Clint Morrow, D.C. Three-clinic portfolio in Missouri

D

r. Clint Morrow knew he wanted a career as a healthcare professional and that his practice would be an environment that patients would look forward to being a part of. He recalled two friends whose fathers were chiropractors and how their patients loved going to their clinics for treatment. He decided that was the experience he wanted to give to patients and chose to pursue chiropractic.

He received his degree from Logan University in 2000, then worked in private practice and insurance-based care. In 2022, he relocated back to Missouri to be closer to his parents and began working at The Joint Chiropractic – Columbia as clinic director.

Dr. Morrow admits that, at the time, The Joint’s reputation amongst chiropractors made him hesitant to pursue a position with the brand. After joining the Columbia clinic team, however, he was immediately impressed by how The Joint breaks down barriers between doctor and patient to make chiropractic care more accessible. He also found the direct, patientcentered approach of The Joint refreshing after nearly 20 years in private practice.

“In my first year with the Joint, I saw the Columbia clinic grow tremendously as a direct result of the effort the staff was putting in,” he says. “I had the privilege during that time to mentor several younger DCs, which deepened my appreciation for The Joint’s impact on chiropractic culture. If I was a new grad today, I would be seeking a role at a place like The Joint.”

He continued working to improve DC support and retention, even joining the preceptor program at Logan University. Several of the preceptors he has worked with have gone on to continue with The Joint in several other states. He continued mentoring and training DCs within the late Lon Bernstein’s franchise organization until Lon’s unexpected passing earlier this year.

 BACK TO TABLE OF CONTENTS

In the weeks that followed, Dr. Morrow worked alongside Operations Manager Ashley Stiles to shape the future of their clinics and shared his vision with Regional Developer Mike Klearman with a focus on continuing to improve DC support and retention. He realized that, as franchise owner, he could transform the culture of the clinics into one where DCs feel valued, inspired and motivated to stay for “the long haul.”

Last month, Dr. Morrow completed the purchase and transfer of Lon’s three Missouri clinic locations.

“Now that I am officially the franchise owner, I am truly looking forward to this new chapter,” he says.

“I’m excited to collaborate with other clinics, different organizations, and the CSC to strengthen our brand and reputation. My hope for my franchise, and for all The Joint clinics, is that DCs will seek to join our team because they know how valuable the experience will be, they believe in our mission, and have heard about our positive culture. I want to build a team that’s as excited to be here as I am!”

In his spare time, Dr. Morrow loves outdoor adventures, including hunting, fishing and working on his farm.

He is also an avid Clash of Clans video game player and was once ranked number 10 in the world.

ISSUE 102 | NOVEMBER 2024 | 17

UNIT UNIT ECON UNIT ECONO Path to Profitability Program Yielding Strong Results, Increasing Clinic Metrics

I

n September, Field Operations launched the Path to Profitability (P2P) Program as part of The Joint’s priority initiative to support franchisees in improving unit-level economics. The P2P Program empowers clinics to reach their full financial potential by consistently executing on the proven guidelines, best practices and processes of The Joint’s business model. Franchisees are asked to place increased focus on clinic operations and return to a “back to basics” approach that paves the way for sustainable growth, and profitability, over time.

Determining Clinic Eligibility The P2P Committee evaluated average monthly revenue and clinic age to identify the clinics that would benefit most from the program.

There were 311 clinics that met the P2P Committee’s initial eligibility criteria and were invited to participate in the program. Then, RDs and FBCs utilized several tools previewed at the Align24 National Conference to assess clinics’ financial health.

•

•

•

The Profitability Assessment is an extensive guide designed to help franchisees understand and evaluate their clinic’s financial health, see what behaviors impact topline revenue and set goals and action plans for future success.

The Break Even Analysis is a MicroStrategy tool that estimates the amount of revenue needed to cover the fixed and variable costs of operating a clinic.

The Cash Flow Calculator allows franchisees to track monthly cash flow and set expense goals while the Labor Calculator estimates labor needs and costs based on patient visit thresholds. Both tools are also located in MicroStrategy.

Executing the Program and Creating an Action Plan All P2P clinics are provided with the same predetermined action plan. Providing one singular plan allows participating clinics to reset their

18 | BACKBONE

approach and re-align with the operational processes that are at the core of The Joint’s business model in order to build a basic, yet strong, foundation.

There are three elements that comprise the action plan: staffing and training, patient conversion and retention and marketing spend. Franchisees and clinic teams receive ongoing one-on-one coaching from their RD or FBC partner over a period of time to set goals, put the plan into practice and monitor progress. In fact, The Joint paused PEA reviews in order to completely focus on a strong execution of the P2P program.

Once a P2P clinic has achieved cashflow for a minimum of eight weeks, the Franchisee begins working with the P2P Committee and their RD or FBC partner to phase out of the program, while sustaining the level of success found during P2P guidance.

P2P Clinics Increasing Across All Key Metrics Through October, clinics participating in the P2P Program saw improved metrics across several categories: •

$1,050 increase in average monthly sales for all P2P clinics.

•

Increased Active Members by 16 per clinic.

•

Increased New Patient conversions to 57.3%.

•

Referrals improved from 30.8% to 31.6%.

Since launching in September, 77 clinics have already “graduated” from the P2P Program.

Path to Profitability reinforces that operating a successful clinic is the result of consistently practicing a set of systematic behaviors day after day. Through a refocused effort on building a strong foundation, P2P is supporting at-risk clinics to achieve profitability in a highly competitive market.  Questions? Interested in learning more or participating in the P2P Program? Contact your RD/FBC partner.

ECONOMICS NOMICS OMICS Effective Inventory Management Plays Key Role in Improving Clinic Profitability

I

nventory management, which encompasses the processes of ordering, storing, and tracking necessary items like cleaning supplies and office materials, is essential for smooth clinic operations.

By maintaining accurate inventory records, clinics gain valuable visibility into what items need to be purchased regularly, allowing them to align their spending with actual usage and patient volume.

In addition, consistent inventory management processes enable better forecasting and decisionmaking, leading to improved efficiency and profitability for ​the clinic.

To create and implement an effective inventory system, clinics should: •

Establish clear roles and responsibilities: Think who, what, when, and where. Designating team members to conduct regular inventory checks, place orders, and identify reliable suppliers is crucial for maintaining consistency.

•

Select specific storage locations and keep them organized: Labeling shelves and creating an easy-to-follow layout can significantly reduce the chances of over-ordering due to uncertainty about stock levels. It also makes it easier for the team to find supplies, decreasing frustration and inefficiency.

Incorporating eco-friendly practices into inventory management can yield both environmental and financial benefits. For instance, transitioning from disposable products to reusable alternatives—like microfiber towels for cleaning or installing hand dryers instead of using paper towels—can significantly lower ongoing costs. Moreover, adopting digital tools, such as tablets, not only reduces paper waste but can also enhance operational efficiency. By prioritizing sustainable options, clinics not only contribute positively to the environment but also position themselves for long-term savings.

In conclusion, effective inventory management is vital for improving clinic efficiency and profitability. By establishing structured processes and embracing eco-friendly alternatives, clinics can ensure they meet their operational needs and save money.  Questions? Interested in learning more best practices? Please reach out to Melanie Lane, Operations Training Manager, at melanie.lane@thejoint.com.

Need a Refresher on Available Financial Insight Tools?

The Unit Economics Project Team held a webinar in September that explored how to use the three MicroStrategy tools centered on financial wellness: the Cash Flow Calculator, the Labor Calculator and the Break Even Analysis.

Download the full recording on FranConnect  View the presentation slides only 

 Questions? Please contact Rachel Sokocevic, Senior Manager of Operations Services, at rachel.sokocevic@thejoint.com.

 BACK TO TABLE OF CONTENTS

ISSUE 102 | NOVEMBER 2024 | 19

WC Profile: Pamela Martinez

The Joint Chiropractic – Laveen (AZ)

P

amela Martinez has been a Wellness Coordinator with The Joint for nine years and leaves a lasting impression on the patients and staff at each clinic she has been a part of.

“I love working at The Joint because I truly love to help people and build relationships with the patients,” says Pamela. “I also love the team I work with, so it makes it enjoyable to come to work where the environment is positive and focused on success.”

Pamela always seeks ways to connect with patients during their visit, greeting them by name, welcoming them and learning more about them on a personal basis. She also takes time to communicate with patients on remaining visits and asks for referrals and feedback in an effort to continuously improve on the patient experience. Her efforts motivate the rest of the team to stay on their “A game” and are helping the Laveen clinic location to steadily build its membership base.

The Joint Chiropractic – Laveen has nearly 1,000 active members since opening in January 2022 thanks to Pamela’s impact on sales and retention. In 2024, Pamela

20 | BACKBONE

has a 72 percent conversion rate, largely in part to her ability to help patients understand the value of chiropractic care in their daily lives. And, if a patient requests to cancel, Pamela can usually find a new plan or package option that works better for them.

For her efforts and impact, Pamela was nominated as a 2023 Wellness Coordinator of the Year.

“Pamela is a huge component to why The Joint carries such a great reputation in the Laveen community,” says franchisee Erica Berl. “She has a passion for what she does and is invested in each patient’s success. We have our new hires spend time with her as part of their onboarding and she is always willing to help train and mentor our WCs to improve their sales, customer service and productivity.”

Pamela’s pride and joy is her daughter, Amanda. In the summer, she loves taking her three dogs on trips to Flagstaff to escape the Phoenix heat. Her favorite days are cloudy days.

Chiropractic Connections: Building the Brand Across the Country

T

he Joint had a large presence at Life West’s Career Fair in October and met with students at various stages of their credentialing to become a chiropractor. During the event, we shared that The Joint can provide doctors with successful and flourishing careers long after graduating. Students always appreciate that The Joint gives them the opportunity to become phenomenal adjusters in a natural environment. We also fielded several questions regarding preceptorships and postgraduation training programs.

Career fairs and similar events are important opportunities for The Joint to connect with a future chiropractor during all points of their career. Thank you to Dr. Christina Cararri, D.C. from The Joint Chiropractic - Santa Maria (CA) for representing the brand and engaging with the event attendees!

UPCOMING EVENTS The Joint is closing out 2024 at professional chiropractic events throughout the country. Stay tuned for opportunities to participate in 2025!

•

November 19-20: Life Chiropractic Networking Fair (Marietta, GA)

•

November 21: University of Western States Career Fair (Portland, OR)

•

November 22-24: FCA Southeast Regional (Naples, FL)

 If you are interested in getting involved, please contact careers@thejoint.com. While participation is on a first come, first

serve basis, all leads will be shared after each event.

 BACK TO TABLE OF CONTENTS

ISSUE 102 | NOVEMBER 2024 | 21

The Joint in the News: Public Relations Update

M

ajor consumer publications continue to feature The Joint and Dr. Kevin Lees, D.C., Director of Chiropractic Operations, as an expert resource in articles focused on health and wellness.

In October, The Joint made its debut in SELF Magazine.

In “Mattress Firmness Guide: Everything You Need to Know,” experts, including Dr. Lees, break down mattress firmness levels and the differences between firmness and support. The article reached over 7.3 million unique readers.

A cervical pillow features raised edges and a lower center to help maintain spinal alignment and reduce neck strain. Online luxury mattress retailer Saatva and the company’s blog “Sleep Enlightened,” cervical pillows are especially beneficial for back and side sleepers. Dr. Lees is the sole resource for the blog article which received more than 2 million views.

Tom’s Guide reached out to The Joint directly for an article on husband pillows which are gaining fame on TikTok. Husband pillows have a firm backrest and two pillow arms to provide maximum support when leaning back to read or otherwise sit up in bed. Dr. Lees discusses the benefits of the husband pillow in the article which was shared with 46 million readers.

The Joint Chiropractic Ranks No. 150 on the Franchise Times Top 400 The Joint distributed a press release announcing the brand’s recognition in the annual Franchise Times Top 400. The list ranks the largest franchised systems based in the United States according to global, systemwide sales.

The Joint moved up 18 spots to No. 150. This is The Joint’s fifth year in the top 200 listing of brands.

The Joint Chiropractic is Named the Official Chiropractor of Grand Canyon University Athletics The Joint announced a new sponsorship agreement with Grand Canyon University Athletics after being named the Official Chiropractor for the Lopes through 2026. GCU has 21 NCAA Division I teams with over 450 student athletes in basketball, soccer, baseball, softball and more.

The Joint Chiropractic is the official chiropractic partner of more than 15 professional sports and collegiate athletic programs from coast to coast.

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

22 | BACKBONE

TOP 10 October October Leaderboard Metrics Each month we highlight the performance leaders on some of our critical metrics. Find out who made the October leaderboards below!

Top 10 Sales Performers Rank

Clinic

Top 10 Comp % Performers Sales

Rank

Top 10 New Patient (NP) Performers

Clinic

Comp %

2024 Sales

Rank

Clinic

NP

326.4%

$27,630

1

Palmdale (CA)

427.0

Midland (TX)

376.0 371.0

1

Midland (TX)

$169,888

1

Morgantown (WV)

2

Downey (CA)

$143,124

2

Monterey (CA)

281.3%

$50,714

2

3

San Angelo (TX)

$123,083

3

Elizabethtown (KY)

197.8%

$21,883

3

Odessa (TX)

4

Summerville (SC)

$119,991

4

Statesville (NC)

195.2%

$31,571

4

Lynchburg (VA)

279.0

5

Fayetteville (NC)

$112,440

5

Macon (GA)

167.9%

$23,406

5

Visalia (CA)

255.0

6

Saginaw (TX)

$108,065

6

Mesa Gateway (AZ)

144.3%

$28,340

6

Twin Falls (ID)

253.0

7

Sparks (NV)

$106,015

7

San Marcos (TX)

118.2%

$38,056

7

Fayetteville (NC)

236.0

8

Natomas (CA)

$104,273

8

Lake Jackson (TX)

117.4%

$51,839

8

Downey (CA)

210.0

9

New Braunfels (TX)

$101,842

9

Fort Collins South (CO)

114.7%

$33,286

9

Springfield Southeast (MO)

208.0

10

Queen Creek (AZ)

$101,141

10

Corona South (CA)

111.8%

$29,429

10

Fort Smith (AR)

207.0

Top 10 Active Member (AM) Growth Performers Rank

Clinic

AM Growth

AM Growth %

AMs Begin

AMs End

1

Ballantyne Rea (NC)

321

40.68%

789

1,110

2

St. Johns Town Center (FL)

252

24.00%

1,050

1,302

3

Palmdale (CA)

227

(100.00%)

0

227

4

Lynchburg (VA)

143

106.72%

134

277

5

Odessa (TX)

111

12.95%

857

968

6

Fenton (NC)

81

74.31%

109

190

7

Northridge (CA)

80

19.23%

416

496

8

Jacksonville (NC)

73

5.88%

1,241

1,314

9

Lake Conroe (TX)

70

134.62%

52

122

9

Turlock (CA)

70

(100.00%)

0

70

Top 10 Attrition (ATT) Performers

Top 10 Conversion Performers Rank

Clinic

Conversion %

Conversions

Prospects

Rank

Clinic

ATT %

Total Cancels

AMs Begin

1

Salinas (CA)

85.9%

134

156

1

Lake Conroe (TX)

1.9%

1

52

2

Southwest Arlington (TX)

83.5%

106

127

2

New Braunfels North (TX)

2.5%

3

120

3

Deerfield Beach (FL)

81.4%

35

43

4

Aiken (SC)

80.6%

87

108

5

Riverview (FL)

79.6%

133

6

Smyrna (TN)

79.3%

7

Sandy Plains (GA)

8

3

Lynchburg (VA)

3.0%

4

134

4

Rillito Crossing Marketplace (AZ)

3.4%

9

262

167

4

Lake Pleasant Pavilion (AZ)

3.4%

11

319

130

164

6

Fenton (NC)

3.7%

4

109

79.2%

42

53

7

Apple Valley (MN)

4.5%

22

492

Miramar (FL)

79.1%

53

67

7

Encinitas (CA)

4.5%

20

443

9

Cosner’s Corner (VA)

78.9%

71

90

9

Woodland Hills (CA)

4.7%

24

515

10

Derby (KS)

78.7%

107

136

9

Arvada West (CO)

4.7%

17

359

 BACK TO TABLE OF CONTENTS

ISSUE 102 | NOVEMBER 2024 | 23