May 2003

Not without parents or spouse

by Dr. John Baker

Biology teaches us that ongoing well‑being is not good for any creature. Adversity does more for our development than possibly any other single factor. Adversity helps us focus to eliminate the non‑essentials and devote ourselves to the essentials. Adversity will cause the truly devoted to work harder, which will cause them to become stronger. If success comes too easily, we will become weaker.

It seems to me that far too many of us are making our chiropractic success far too hard. Let me give you an example. Let's say your spouse goes out and makes a purchase that will require a lot of time over several months and will cost two-to-five thousand dollars. Let's go one step further and say that your spouse does this without your consent. Wouldn't that make you happy?

I've asked this question to more than a hundred chiropractors since I started my chiropractic consulting/coaching business. Guess what? Not one of them said it would be just fine with them if their spouse made a commitment for several times per week for months and months and spent thousands of dollars without their consent. What makes us think our patients think differently?

At this point, while half of you are probably wondering where I'm going with this, the cool thing is the other half has already figured it out.

Here's the essential ingredient. I have found very few chiropractors require that spouses or significant others be present at the report of findings. This truly amazes me. However, do you ever wonder why after a great report of findings some patients say, "I'll have to go home and talk to my spouse about this?" Imagine your patients' spouses asking, "What did the chiropractor say?" and your patients replying, "I really didn't understand a lot of it, but it seems I have a pinched nerve in my spine and it will take four to six months to correct and it will cost $4,000." Can't you see it? "Sure, honey, that will be just fine."

I don't think so.

It will probably be more like, "There's no way it could take that long, cost that much, and you know we just don't have that kind of money."

If you believe what I am telling you, knowing it's the truth, please vow that you will never again deliver a report of findings without the spouse or both parents of a child present!

This is probably one of the single best kept secrets of all time. This is partially how D.C.s are building huge family practices. And, to help you keep your pledge, I'll share with you the five times on the first visit when we mention that the spouse must be present. We utilize day one for the consultation, examination and x‑ray and day two for a formal report of findings:

1. Near the end of your consultation. It will sound something like this: "Mr. Smith, today we are going to be gathering information, tomorrow we will be sharing the information and letting you know if we are able to help you or not. I need you to do two things tomorrow. One is to allow for an hour of time, and two is to make sure your wife is with you so she can help us get you through this."

2. Near the end of the examination. It will sound something like this: "Mr. Smith, we have just completed a consultation and chiropractic examination. I need you to remember that tomorrow we will be reviewing your results, and we are going to need you to do two things. The first is to allow a full hour, and the second is to make sure that Mrs. Smith is with you so she can help us take care of you."

3. When you hand the patient off to your front desk C.A. It will sound something like this: "Lisa, please schedule Mr. Smith and his wife for a report of findings tomorrow, and allow an hour for this special appointment."

4. When the C.A. starts her portion of the first day release. It will sound something like this: "Mr. Smith, let's find a good time tomorrow when you and Mrs. Smith will be able to hear about your findings."

5. When the C.A. has completed her release script. It will sound something like this: "OK, Mr. Smith, we look forward to seeing you and Mrs. Smith at 9:00 A.M. tomorrow."

You may be wondering why you ask for an entire hour when a really good report of findings takes less than 12 minutes? The answer is that you have to take in all aspects of the second visit: the entry, the sign in, the preparation of the report room, the report of findings, the financial, the first adjustment and the mapping out of all future appointments. Yes, this should all be done in less than an hour. This should be an event that sets the stage for the relationship that is about to begin between you and the patient.

You have two things that are important, in practice your patients' health and your reputation. NEVER take a chance on either one. Promise very little and deliver a lot.

(Dr. Jon Baker has been in active practice in Modesto, California since 1985 and runs New Beginnings Chiropractic Consulting and seminars. His specialty is the on-on-one coaching/consulting of individual chiropractors and their staff on procedures, passion, profitability and action steps toward creating dream practices. Call 209-527-8560 for information on personal one-on-one consulting and upcoming seminars.)