Stop Blaming the Machine: Your PEMF Isn’t the Problem — Your Model Is
I’m watching more chiropractors and wellness studios quietly sell their PEMF machines on the second-hand market.
The reason?
“It didn’t make any money.”
Let’s break that down.
These are established clinics.
Full patient schedules.
Years in practice.
Built-in trust.
And still — “It didn’t work.”
Meanwhile, I built a six-figure business with one machine. Then added a second. All while paying off debt in a year.
So what’s the difference?
It’s not luck.
It’s wan't a fancy brand.
It’s wasn't high end marketing.
It’s positioning and execution.
The $20 Adjustment Trap
Here’s what I hear all the time:
“Other chiropractors are charging $20 for an adjustment.”
Okay.
That’s an adjustment.
That is not a premium regenerative modality.
But when your entire pricing psychology revolves around $20 care, something subtle happens:
You start believing your patients won’t invest more.
You hesitate.
You soften your language.
You “offer” PEMF instead of prescribing it. Give it away for free means you don't believe in the modality.
You treat it like an optional add-on instead of a strategic care accelerator.
And patients aren't naive.
If you’ve trained your patient base to think in $20 increments, you cannot suddenly present a premium service without restructuring how you communicate value.
That disconnect kills sales.
Not the machine.
The Real Reasons PEMF Fails in Clinics
After years of watching this pattern, here’s what I see:
1️⃣ It’s Bolted On — Not Integrated
There’s no structured plan. No protocol. No outcome roadmap. Just, “We also have this.”
That doesn’t convert.
2️⃣ It’s Not Prescribed With Authority
If you present PEMF like a suggestion, patients treat it like a luxury.
If you present it as part of a care strategy, patients treat it as necessary.
3️⃣ No Packaging
Single sessions don’t build compliance or momentum. Packages do.
4️⃣ No Education
If patients don’t understand circulation, inflammation, recovery and cellular function, PEMF sounds abstract.
Education drives belief.
Belief drives investment.
Once on the machine....PEMF speaks for itself and is the expert of its field!
5️⃣ Blame Instead of Reflection
Some ask for advice.
They get the strategy.
They don’t implement it.
Two years later:
“It didn’t work.”
No. You didn’t work it.
The Brutal Truth
If you invest $30K–$50K into a clinical-grade system and it doesn’t produce revenue after two years…
That is not a product failure.
It is a business model failure.
You don’t bolt a premium modality onto a discount-based mindset and expect premium revenue.
You must decide what kind of clinic you’re running:
High-volume discount care?
Or strategic, outcome-driven premium care?
You can’t operate from both at the same time without confusion.
How I Made It Work
Here’s what I focused on:
• Premium environment
• Clear pricing
• Simple packages
• Strong education
• Confident prescribing
• Long-term outcomes
I didn’t “offer” PEMF.
I integrated it.
I didn’t compete with anyone, even though there was competition.
I positioned differently.
And it worked.
Before You Sell Your Machine
Ask yourself:
Did I truly integrate this?
Did I price confidently?
Did I educate consistently?
Did I package correctly?
Did I implement advice fully?
Or did I expect the machine to do the selling for me?
Because machines don’t create revenue.
Operators do.
If You’re Struggling
Good.
That means there’s an opportunity.
The real question is:
Are you sick of struggling — or just frustrated?
If you’re not making six figures after buying a top-tier machine, it’s not the equipment.
It’s that you don’t yet understand how to position and operate it as a business asset.
And that’s learnable.
But only if you’re willing to admit you don’t know what you don’t know.
If that’s you —
Let’s fix the model before you sell the opportunity.
