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Giving patients the one choice that matters

 by Dr. David Singer

The purpose of doing a report of findings is to educate people about the value of chiropractic care. The desired result is people who perceive the value of what you do and are willing to pay for care.

If you have a successful report of findings procedure in your office, when finished, your patients will tell you they want corrective care. They are committed and will follow through with care.

However, many doctors tell of having patients who, after being educated during the report of findings, choose corrective care, but then drop out. These patients either tell the tale of feeling so great they don't need to come back, or they fall out, not to be heard from again.

Patients who see a value in what you do, who see chiropractic as an affordable alternative, will be more willing to comply with the treatment program you recommend. You can further reduce the risk of patients dropping out by simply introducing the subject of finances during your report of findings procedure.

Consider how excited and motivated your patients are upon the completion of the report of findings. They're educated about chiropractic and understand its value to their health. They're also motivated to do what they can to improve their health. Everything you've told them is still fresh on their minds and, at this point, your patients are willing to pay for the care you recommend.

Think about how many patients you have, who, after two weeks or two months of care, are now 'feeling better.' They have forgotten most of what you have said and may question why they are still coming in for care. The value of what you do has diminished in their minds. It's likely that they won't be as fired-up about what you do. They will not be as eager to pay you for care, and will eventually drop out of their treatment program.

Ending your report of findings with the presentation of finances is vital if you want to ensure your patients comply with care. As mentioned earlier, they are still enthused about what chiropractic could do for them. If you put the subject of finances on hold, you are increasing your risk of patient drop-off.

If your patients are educated during the report of findings, handling their objections to care is simplified, but you also need to raise the topic of finances and handle any and all concerns they may have during these initial visits.

It's like joining a health club. Many clubs have new members sign a one-year contract. Health club owners realize people come in at a point when they are eager to feel good and get physically fit and that in two to three months, their interest will go down. By having contractual agreements, they are obligating members to follow through. And because people are having to pay, the club knows people will in fact, follow through on their commitment.

You need your report of findings to produce more than an educated patient. You need to produce educated, committed patients, who are willing to pay.

This should be handled during the report of findings, on the fourth visit. By now, each patient should understand the value of care. At this time, they should also choose corrective care on their own. You can simply ask, 'What type of care do you want for yourself? Have you decided whether you want relief care, or do you want to get this problem corrected?'

Once they make the decision to invest their time and money in their health, introduce finances by first acknowledging their willingness to commit, and then tell them that they can actually save money by getting corrective care and that you are willing to work with them on the finances and help make it an affordable health care choice.

The bottom line to handling patient drop out is taking the time with patients in the beginning, to not only educate them about chiropractic so that they gain a full understanding of what it may do for their health, but to also raise their awareness and commitment to care. Then, when the time comes, they will be willing to pay for the treatment program you recommend. By taking the time to introduce the issue of money at the start, the financial issue is over and all that they have to focus on is their health and enhancing their life!