Esteb publishes 'What a Patient Wants'

William Esteb, creative director of Patient Media, Inc., has just published book number eight in his "Patient's Point‑of‑View" series.

"What a Patient Wants" joins seven other classic texts, several of which are used at chiropractic colleges to remind students of the motives and beliefs of today's patients.

"Unlike my other books, this was written over the course of three years while I was creating my new company," says Esteb. "Readers familiar with my work will notice a total rethinking of the patient communication/education process."

The 240‑page volume tackles a variety of topics from the unique perspective of an articulate chiropractic advocate who has been a patient for more than 20 years. The short, four-five page chapters, provide keen insights and practical action steps to get new patients, improve compliance and increase retention.

"It still astonishes me how many chiropractors fail to see their practices and procedures from a patient's point of view," Esteb observes. "In the process, they waste valuable resources and squander incredible opportunities to lead and influence the lives of their patients."

Probably the biggest breakthrough readers will receive is discovering that patient behaviors are based on their beliefs. Changing those beliefs can only be accomplished by what you ask them, not by what you tell them.

"Far too many chiropractors depend upon the 'injection theory' of patient communications," continues Esteb. "They talk, rather than listen. They tell, rather than ask. The tragic result is countless patients who get great results, but don't stay for the wellness care chiropractors enjoy, and don't refer their friends and family in for care."

To order a copy of "What A Patient Wants, New Observations of a Chiropractic Advocate," call Patient Media, Inc. at 800/486‑2337. Or visit www.patientmedia.com and click on the online store.