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Building a More Profitable Practice Maximizing Results, Revenues and Referrals through Nutritional Wellness Presented by John H. Maher, DC, DCCN, FAAIM Director of Education and Research BioPharma Scientific, Inc. July 7, 2009 The Business End of Nutrition

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Building a more profitable practice l.jpg

Building a More Profitable Practice

Maximizing

Results, Revenues and Referrals

through Nutritional Wellness

Presented by John H. Maher, DC, DCCN, FAAIM

Director of Education and Research

BioPharma Scientific, Inc.

July 7, 2009


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The Business End of Nutrition

What is the Ideal Nutritional Product from a

Business Success Perspective?

  • A product, or products that most everyone already knows that they need

    • Minimizes the need for testing

    • Minimizes the need for selling and explanation

  • A product that they know they need the rest of their lives

    • Allows for building long term revenues with little extra effort

  • A product that most everyone they know needs

    • Allows sharing with and recommendation to family and friends


  • What is the ideal nutritional product from a business success perspective l.jpg

    What is the Ideal Nutritional Product from a Business Success Perspective?

    • Convenient and easy to take, even enjoyable

      • Preferably not more pills. If pills, small and few

      • Liquids, bars, chews, shots, powders to mix

      • Taste / texture is king - Good science needs good compliance

  • The consumer feels a difference before completing the first canister/bottle/box/ container

    • Builds confidence in you, your recommendation and future recommendations

    • Facilitates sharing with others

    • Products that are meal, drink or snack replacements have the greater potential in that they facilitate:

      • Providing lots of “good stuff”, as their volume may permit larger dosing or more ingredients

      • Displacing “bad stuff” (pro-inflammatory, pro-oxidant, acidifying, high glycemic load foods / drinks)


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    What is the Ideal Nutritional Product from a Business Success Perspective?

    6. Places minimal stress on customer’s budget

    • To the extent that the consumable displaces a meal, snack or drink that they would have had to purchase anyway, there is little change in total budget expenditures

      7. Available through health professionals only

    • If the client can get the same product elsewhere more conveniently and / or for less, eventually they will

    • And if less expensive, many will think you over-charged them

    • The more unique or proprietary the product, the harder it is to replace with “Brand X”


    What is the ideal nutritional product from a business success perspective5 l.jpg
    What is the Ideal Nutritional Product from a Business Success Perspective?

    8. A very small skew of product inventory, that turns over rapidly

    • Large inventories are expensive to purchase and tie up capital

    • Large skews mean a steep learning curve for you and your staff

      9. Consumers want to share samples, which increases interest in the product and the practitioner who provides them (viral marketing)

    • When the new recipient of samples asks, “ Where can I get this?” the answer is you and your practice

    • The main benefit is not selling more product

    • The main benefit is the discussion leads to you, your wellness practice, and what you do


    What is the ideal nutritional product from a business success perspective6 l.jpg
    What is the Ideal Nutritional Product from a Business Success Perspective?

    10. Available through a personalized online shopping cart, preferably supplied free to you

    • If you are providing products that fulfill steps 1, 2, 3 and 5, two questions naturally occur:

      • Where are your patient’s going to get their products when they are no longer seeing you?

      • How are their out-of-town friends and family with whom they have shared samples going to purchase the products?


    What is the ideal nutritional product from a business success perspective7 l.jpg
    What is the Ideal Nutritional Product from a Business Success Perspective?

    11. Comes with “keep it simple”:

    • Turn key marketing, at little or no cost

    • Free promotional materials

    • Free product samples

    • Free instructional or user’s guides

    • Free lifetime implementation support and implementation consultations

    • Does not require multiple seminars, updates and trainings to implement and maintain


    Maximizing results revenues and referrals l.jpg
    Maximizing Results, Revenues and Referrals

    • Perhaps the most important aspect is providing a product(s), you, your staff, your family are all already taking and enjoying

      • Then you are not selling, or even recommending

      • You and your staff are sharing a nutritional solution that works for you and yours


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    Maximizing Results, Revenues and Referrals

    • Good science is helpful

    • Good compliance is essential

    • Everything will hinge on results

      • Good science + good compliance = good results

      • Prove this by taking the product(s) yourself

      • The best products are those where people feel worse when they stop them


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    Maximizing Results, Revenues and Referrals

    • Revenues: bottom line profitability

    • Net profit = Gross profit – {implementation + (re)training + promotional costs}

      • Also consider displacement of time

        • Does adding nutrition subtract from other profitable services?

      • The greatest profit can come from:

        • Better results = more referrals, better retention

        • Greater long-term patient visit average of patients who now see you as a lifelong wellness care provider vs. “pain only”

        • Likely greater than the net of sales


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    Maximizing Results, Revenues and Referrals

    • Viral marketing of samples = more community awareness of your wellness practice

      • Have products patients want to share

      • With each re-purchase, have staff ask if they want samples

      • Remind patients: product only available through your office

      • Include product brochure and practice brochure or flier

      • If company supplies brochures, patient newsletters, samples for free, utilize them


    Ideal nutritional product summary l.jpg
    Ideal Nutritional Product Summary

    • A product, or products that most everyone already knows that they need

    • A product that they know they need the rest of their lives

    • A product that most everyone they know needs

    • Convenient and easy to take, even enjoyable

    • The consumer feels a difference before completing the first canister/bottle/box/ container

    • Places minimal stress on customer’s budget

    • Available through health professionals only

    • A very small skew of product inventory, that turns over rapidly

    • Comes with “keep it simple” turn key marketing and support, at little or no cost

    • including providing frees samples consumers want to share.

    • Most important: Provide product(s), you, your staff, your family are all already taking and enjoying!


    For 9 free samples and the superfood solution user s guide call 1 877 772 4362 m f pacific l.jpg
    For 9 Free Samples and the SuperFood Solution™ User’s GuideCALL1-877-772-4362, M-F, Pacific


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    Thank You!

    John H. Maher, DC, DCCN, FAAIM

    Director of Education and Research

    BioPharma Scientific®, Inc.9010 Kenamar Dr, Suite 101San Diego, CA 92121Phone: 858-622-9493Orders, Toll Free: 877-772-4362Fax: 858-622-1846www.biopharmasci.com


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