By Michael J. Koch, DC

With more and more consumers seeking alternatives to prescription medication, medical doctors are discovering what chiropractors have known for years. Nutritional supplements can make a significant difference for non-responsive, slow-healing patients, as well as for those patients seeking to maintain their overall good health.

Medical research journals are filled with studies on the positive effects supplementation has on osteoporosis, arthritis, allergies, colds, prostate enlargement, memory, and more. There is an additional benefit for those doctors who add nutritional supplements to their practices - these ancillary products serve as a secondary profit center.

As managed care squeezes health-care revenues ever tighter, physicians are searching for additional profit centers, especially something that benefits patients as much as nutrition does. Even a small- to medium-sized practice could realize hundreds of dollars of additional profit per month by providing nutritional supplements. Since medical doctors are now getting on the nutrition bandwagon, isn’t it time you considered introducing nutritional supplements into your chiropractic practice? Many chiropractors are reluctant to “sell” nutritional supplements to their patients. They may even think, “It’s not professional.”

However, if you teach your patients about proper supplementation, and allow them to purchase high-quality supplements, it’s not “selling.” You are simply offering them a service to help improve their health. Someone has to be the authoritative doctor, and someone has to be the patient. Patients come to you for your knowledge, your advice, and your healing skills. Step up to the plate and give them your best advice. Supplements can provide your patients with the extra help they need that could make the difference in the speedy resolution of their conditions. When patients purchase their supplements at your practice, you are also in a better position to monitor the quality and dosage of the supplements they are taking.

Getting Started
When selecting your initial inventory, be sure to seek out a high-quality wholesaler that is recognized by the chiropractic profession. What should you order, and from whom? There are many reputable nutritional firms that have been serving and supporting the chiropractic profession for many years. Ask the different companies for literature on their products, and talk to a sales rep. Also ask colleagues for their recommendations.

What should you charge? The suggested retail price provided by most manufacturers is a good place to start. A good basic rule of thumb is to double your cost, which allows for a standard 100% profit. However, you may have a bit of a lower profit margin on some items, and a bit higher on others. When in doubt, survey several nutrition specialty retailers or health-food stores to research their prices. Your prices must be competitive.

However, keep in mind that large commercial retailers and drug stores generally do not sell the “pharmaceutical-grade” supplements, with guaranteed key ingredient content, available only to licensed professionals. You are offering your patients a different level of quality. In addition, many retail stores also offer steep discounts on synthetic supplements, as opposed to natural, and on aging inventory. Don’t attempt to compete with pricing on inferior products. Remember, you are the expert, and your reputation is at stake. Your patients deserve the best advice and the best quality supplements available.

Patients are usually pretty willing to pay a little extra for your professional guidance and a quality product. And, except for rare cases, your knowledge will be superior to most retail sales personnel.

Effective Merchandising
The most effective way to merchandise nutritional supplements in your practice is to place them in an attractive display case in an area that is highly visible to your patients. Create a professional-looking sign that says, “New to our office,” or, “Curious about nutrition? Ask the Doctor!”, or, “Want to heal faster and feel better? Ask about our Nutritional Supplements!”
You can also place small placards in front of specific bottles with health tips such as, “Use this to ease low back spasms,” or, “Improve your circulation!” Take the time to create a pamphlet or flyer that explains the benefits of the products that you carry, and make sure each patient is handed one.

Condition-Specific Nutritional Support
There are always varying opinions as to what supplements to prescribe for a given condition.

What follows are some condition-specific nutritional recommendations to give you a head start:

• Allergies, Colds And Flu:
- Echinacea has been called “Nature’s Antibiotic.” This herb helps boost the immune system.
- Everything you’ve heard about vitamin C’s healing power is true.
It strengthens all the cells of the body, reduces colds and flu symptoms, and maintains healthy skin, heart, and blood vessels.
- Vitamin A is one of the first anti- oxidants known. It is also used to help improve skin problems.
- Zinc reduces cold and flu symptoms and boosts the immune system.

• Arthritis:
- The medical establishment had previously dismissed chondroitin and glucosamine sulfate; however, “their” research now proves it works! Europeans have been using it for more than 20 years. It has also been used successfully in the United States on domestic animals to reduce
the pain and suffering of arthritis.
- Natural anti-inflammatories such as pycnogenol, grape seed extract, pine and willow bark may also be very helpful.

• Aging and Memory Loss:
- Ginseng and ginkgo biloba improve circulation, endorphins, and synaptic chemicals in the brain.
- Anti-oxidants are comprised of a number of vitamins: A, C, E, D, and K, as well as zinc and selenium. Specific formulations (often combined with herbs) are designed to aid many different conditions. “New” allopathic research not only con - firms the anti-cancer properties of anti-oxidants, but also their ability to improve hardening of blood
vessels, circulation, skin disorders, and arthritis.

• Cardiovascular System:
- L-arginine is an amino acid that increases the elasticity and strength of blood vessels, while reducing the inflammatory process that inevitably accompanies cardiovascular aging and diabetes.
- Anti-oxidants, especially vitamin C.
- CoQ10 is a powerful anti-oxidant that has been used in Japan for more than 20 years for cardiac patients. It has been shown to increase circulation and the
oxygen-carrying capacity of the
red blood cells.

• Diabetes:
- Selenium and chromium are two trace minerals that facilitate blood- sugar dispersal and utilization at a cellular level.
- Lipoic acid aids in reducing concur- rent leg and hand pain. It has also been found to be useful for Parkinson’s disease and Alzheimer’s disease.

• Eyesight:
- Beta-carotene and vitamin A go hand-in-hand to improve eyesight, especially night vision.
- Bilberry was discovered by British World War II pilots to improve night vision.

• Herpes:
- Lysine can decrease the symptoms of all types of herpes, especially those associated with cold sores, fever blisters, and shingles.

• Gastrointestinal System:
- Acidophilus is a beneficial bacterial supplement for the gastrointestinal system. It reduces yeast infections (male and female) and helps restore healthy bowel function, especially after having taken prescription antibiotics.
- A diet high in natural fiber from fruits and vegetables is also important.

• Prostate:
- Saw Palmetto is the most widely recognized herb used to reduce benign prostate gland enlargement.
- Lycopene is a powerful anti-oxidant that promotes prostate health.
- Zinc helps build strong endocrine glands, including the prostate.

• Muscle Spasms and Stress:
- Valerian Root provides relief by relaxing mild to moderate spasms associated with common neuro- musculoskeletal conditions and is also useful for calming jittery nerves. It is nonhabit-forming, does not impair coordination, and can be used with nearly all other vita- mins, herbs and medications (except other muscle relaxers and tranquilizers).
- B-complex, especially B-6 and B-12, help heal overworked, stressed or inflamed nerves, both at the synapse and the myelin sheath.

Chiropractors must be aware of the fact that many herbs can reduce or potentiate prescription medications. Never tell a patient to discontinue or alter a prescription medication, or add a nutritional or herbal supplement to an existing medication regime, without first consulting with the patient’s medical doctor. In addition, the scope of chiropractic practice concerning nutritional supplements varies widely from state-to-state. Check with your state’s Board of Chiropractic Examiners before adding supplements to your practice.

When undertaken in a professional manner, providing nutritional supplements can be healthy for your patients, while also providing “healthy” supplemental income to your practice.
Dr. Koch is a senior coach with Breakthrough Coaching. He is a 1977 Palmer graduate. Dr. Koch can be reached at 800-723-8423, or at info@mybreakthrough.com.