February 2004

Chiropractic's lost identity ‑‑ Part 2

by Dr. Kevin Pallis and Dr. Ed Plentz

In order to restore the lost identity of chiropractic we must, both individually and collectively, take responsibility for what the true identity of chiropractic is. We at The New Renaissance are sometimes called the "identity finders" because of our unwavering dedication to the preservation of wellness chiropractic and the individual chiropractor. Based on this, here's the framework for the practical application of restoring the lost identity of chiropractic.

First of all, there must be three types of care because there are three types of patients. You must first have initial intensive care, which is designed to remove the latest layer of injury to the spine and help with the patient's current problem. Otherwise, how else can you get to wellness?

Next, there's reconstructive care, during which the deeper layers of damage to the spine are removed. This allows not only further healing of the current problem, but also permits the whole body to express more health.

Then, there is wellness care. Notice that this is not maintenance. Wellness care is designed to remove ongoing episodes of the VSC, thereby resulting in increased whole body health on a lifetime basis.

Doctor, you must come to the realization that you enjoy seeing some patients more than others. This is a fact. The reason you don't enjoy seeing some patients is that they suck energy from you and your office.

These are called category three patients. They don't want to pay anything, they don't want an exam and x‑rays, they don't listen to or follow your recommendations, and they think both you and chiropractic are a joke. These patients expect to be cured on the first visit. At Renaissance, we've always prided ourselves with having a complete system of education and office procedures that "discourages" the category three patient from even coming to your office.

Every time you accept a category three patient you contribute to the lost identity of chiropractic and lower your self‑esteem. You can't prove chiropractic to this group under any circumstance. They think you are only after their money.

Category two patients are fine practice members who find themselves in need of help. They only want help with their condition. With patient education and office procedures that identify chiropractic to them, they will stay for complete initial intensive care, even though their symptoms have either lessened or disappeared.

Yet, these patients are not interested in wellness or long‑term care. In fact, you'll actually drive them out of your office by "hounding" them about wellness for themselves and their families. They return when their condition exacerbates or they find themselves in trouble again. They refer people just like themselves.

Category one patients are your wellness people. They participate in long‑term wellness care with their families as long as they are made aware of the real identity of chiropractic. However, if you don't have a complete system of patient education and office procedures that reflect wellness, they think you're there just to help them with their initial complaint. They'll come in for their complaint and leave when their symptoms lessen. No family, no wellness, and the identity of chiropractic is once again lost.

This group is continually searching for wellness everywhere except your office. They are not afraid to spend billions of dollars in out of pocket money to improve the quality of their families' lives.

Why do you continually "fix" people on a short‑term basis when such a huge portion of our society is demanding ongoing wellness care? That's why, sooner or later, you'll realize that you must offer three types of care for the three types of patients.

When you honor the identity of chiropractic, you look forward to every day in your office. The daily challenges that used to upset you have no effect on you. You're surrounded by people who want what you have, don't negotiate, refer others in just like themselves, and you are not financially forced to accept individuals who aren't committed to regaining or expressing more health. You also attract C.A.s who are teammates and who want to be a part of your vision. Also, staff turnover is very infrequent when you honor the true identity of chiropractic.

Your profits will never be higher than when you live for a cause bigger than self. Teaching, medicine, law, and business are perfectly admirable professions however, chiropractic is a way of changing the very fabric of society for the better. Without health and well being, society will continue to produce poverty, pollution, crime, etc. in a very negative and destructive downward spiral. Imagine every man, woman and child expressing more health and well being for their entire lives. Now that's an identity we can all be proud of.

(The New Renaissance ‑‑ the next generation of office procedure, chiropractic mindset for success, and patient education for today's chiropractor ‑‑ is a complete system of practice based on science and philosophy working on the doctor from inside out. To learn more about The New Renaissance, and the Mentor IV Practice Development Program that takes 24 years of the pioneering experience of Renaissance procedures and combines it with the practical daily activities of doctors in the field, contact Dr. Kevin Pallis at 781/255‑7080, Dr. Ed Plentz at 517/592‑8208, or the New Renaissance world headquarters 800/525‑3879.)