December 2003

Emotion creates promotion

by Dr. Timothy Gay

To know and not to do is not to know. This a phrase that's gone down in history for the great procrastinators of all time.

Why is it that we know how important it is to tell the world about chiropractic, yet we sit in our offices and wish for things to change without putting the necessary energy out into the universe to make that change?

Preparing to get busier in your office has everything to do with creating a higher intensity inside you first, and with that new‑found inspiration it will spill out on everyone you're around.

The key word is inspiration. If you feel that you have to sell your services, there's probably an issue based upon your perceived value of what your services are worth.

In many cases, I see doctors cut‑rating their services for the sake of getting more people into their offices. It all looks good on paper ‑‑ except for the perceived value potential patients now have of the worth of the services the chiropractor provides.

The new perception of chiropractic is to raise the consciousness of the people who need chiropractic health care to a new level beyond just educating them. The word "inspiration" ultimately means to be the cause of a shift in thinking or to urge and put into a mood. We have to change the belief system that we currently live in and at the same time alter the thought of what true wellness and health care is for those who need us.

The reason we're in the middle of such changes in the health care arena has to do with our own self esteem issues. Our self esteem must change first and we must get out of the old perception that we're just giving away our valuable services and that what we have to offer is not worth it.

Let me pose the question, is changing a life, making a complete difference in the function of the body not the reason we exist as chiropractors? The answer is absolutely, for no other reason. We must make that a reason for our patients to come to our office, not the current symptom model of getting people out of pain.

When in our own minds we can see the reality of changing our reasons for being in practice, then that change will manifest throughout this profession. The standard will change because there will be more like minds with a higher level of understanding then ever before. This, in turn, will create a level of inspiration that will sweep through the profession.

Chiropractors who embrace this simple truth will continue to heighten the awareness of everyone they touch. The "why" behind what we do will help us become better educators to those who need us most. Rising up and having the fortitude to stand up for chiropractic on all fronts brings the new perception of what we represent in health care.

If you're sitting in your office waiting to become inspired to do something for your patients, think about the massive movement that is taking place within the World Chiropractic Alliance. See how you can serve at a higher level to help more patients in your practice by having inspiration and the necessary tools that will help us change the face of health care. Your self esteem and the self esteem of those you serve depends on it.

(Timothy J. Gay, D.C., chair of the WCA Council on Chiropractic Mentoring, has been in practice for more than 20 years. He has received numerous awards for his leadership abilities and willingness to contribute to the profession, including the "Chiropractor of the Year" award from both the United Chiropractors of Washington [1990] and the Washington State Chiropractic Association [1999]. For information on the WCA Council on Chiropractic Mentoring, call [toll free] 866/797‑8366, or 760/736‑9330.)