Franchising Today - Summer 2016 - 57
THE JOINT CHIROPRACTIC
Franchisees who have service-oriented business experience often see the best results because they understand what is required. "Because it's a service business
you need to be around," Richards explains. "It's not like
running a vending machine business, for example. You
need to stay on top of what is happening in the clinic and
how patients are responding to their treatments and to
the concept. Franchisees who have run service businesses understand that."
The Joint is often franchised by people with medical
experience who have sufficient capital and understand
the value of the model. "In today's world, people are
more aware of the importance of being proactive about
their health, and they want to have more control over
the accessibility and affordability of the healthcare they
receive," Richards says. "Most medical people know that
and appreciate what our model brings to the table."
The time from when a franchisee signs on the dotted
line to when they open a clinic can range from nine to 12
months. The Joint assists franchisees in real estate selection, marketing planning and the opening process in
terms of defining standards and operational procedures.
Marketing is essential before the clinic opens and on an
ongoing basis to attract new patients. "We have a consolidated marketing fund that everyone contributes to
and those dollars support activities that can benefit the
clinic," Richards says. "Individual clinics are expected to
spend a certain amount of money to support marketing
in their local community, as well."
The Joint clinics work best as a convenience model,
which means the location of a clinic should be in convenient and densely populated areas. "Density is important and convenience is critical," Richards notes. "We are
in shopping centers and near grocery stores and Starbucks - routinely used services and places people have a
reason to visit."
The company is growing today at about 70 to 100 clinics per year, but Richards says as the company gets bigger it will grow faster. "We have profiled the business
to be at 1,650 to 2,000 clinics nationally in 10 years," he
adds. "Our growth is governed by available capital, so as
we get bigger we will accelerate our growth. We would
like to be at 800 to 900 clinics in around a five-year period from today."
The Joint is working to become a national concept and
is evaluating international possibilities. Chiropractic care
"MOST MEDICAL PEOPLE AP-
PRECIATE WHAT OUR MODEL
BRINGS TO THE TABLE."
- JOHN RICHARDS
is mainstream in Latin America, Richards says, and notes
that clinics in Arizona, New Mexico and Texas have an immediate Latin American following. "That accelerates the
performance of the clinics because the Latin American
population does not need any convincing of the value of
chiropractic care and they are searching for it," he adds.
Moving forward, The Joint will continue offering routine, affordable care that results in an attractive business
model for franchisees. "We are a very approachable concept for the smart service-oriented business franchisee
who has the wherewithal," Richards says.