August 2005

The new patient attracting image

by Dr. Peter Fernandez

Part 8 -- Report of Findings ... The good and the bad

In part seven of this series, I outlined the elements and importance of providing patients with thorough examinations. I explained that by the end of the thorough examination and x‑rays, a doctor knows what condition his or her patient is in, and the patient knows the doctor knows, thus making the doctor's next job, the report‑of‑findings, just that ... a report of the doctor's findings and not a sales job. Indeed, conducting a thorough and impressive consultation and examination makes it easier for the doctor to present a successful report‑of‑findings but it does not guarantee it.

The following guidelines will help you present an "impact" report‑of‑findings that patients will understand, appreciate, trust and be motivated by, i.e., your patients will want the care you prescribe and will diligently follow your recommendations. The result is a tremendous boost to your new patient attracting image as your patients believe in you more, get well faster, and eagerly refer others to you.

Learn and master the communication skills that will help you convert what people need into what they want. Use these skills in your report‑of‑findings to talk advantages and benefits that patients can most appreciate and relate to. For example, if your patient is a golfer and has come in with pain that hinders his every movement, tell him that after his health problem is corrected, he will probably knock two or three strokes off his golf game. Voila. You have the patient's attention and "want" for the care that will correct his health problem and improve his game.

Other examples of this needs‑into‑wants procedure... the grandmother who'll be able to once again bend down and enjoy playtime with her grandchild... the person who'll be able to resume a much‑loved hobby (dancing, fishing, etc.)... the mother who'll be able to lift and carry her baby, etc.

Use the layperson's terms when presenting your report‑of‑findings. If you must use a medical word, describe what it means, i.e., spondylosis ‑‑ that's a $10 word for arthritis of your back. While some doctors think they need to impress patients with their knowledge by using clinical verbiage, ask yourself, can you impress a person with what you know if that person doesn't understand what you're saying? Hardly. My Ph.D. dad once told me that the truly knowledgeable person communicates in words of two or three syllables. Keep it so simple that when your patients walk out the door, they know what's wrong with them and what you're going to do about it. That way they can also confidently tell everyone else. This is the key to getting referrals.

Provide a brief re‑cap of the procedures you've already performed. When you present your report‑of‑findings, remind the patient of all you've done up to that point. You can say, "Let's see, so far we've done a consultation, taken x‑rays, given you a full examination, etc." By doing this you're laying the groundwork and building credence for what you have found.

Leave no question unanswered. In the report‑of‑findings, your patient wants the answers to these questions: What's causing my problem? Is it serious? Can you help me? How long will it take? How much will it cost?

Following the keep it simple rule, learn to answer these questions in a manner that your patients easily understand and accept, and you'll be well on your way to a successful doctor/patient relationship ‑‑ a tremendous boost to your new patient attracting image. This is easily accomplished by using a show‑and‑tell format. For example, show patients their x‑rays and tell them what the x‑rays are saying. Point at a chart and explain what a normal spine should look like. An electronic chart (i.e., the neuropatholator) or model spine, are also excellent visual aids that can be used in this format in your report‑of‑findings.

Provide a brief re‑cap of the basis for your findings. Describe your objective findings to the patient ‑‑ curvature of the spine, swollen disc, inflamed nerve, subluxation, straightened curve, etc.

Explain the phases of care. It's your responsibility as a doctor to get your patients to follow through on the care they need. All patients want relief care. That's all they know until a good DC teaches them how pain relief is simply an indicator that the body is responding to care, and doesn't mean the health problem has been cured. Avoid scare tactics. They're unethical, immoral and totally unnecessary. When presented in an easy‑to‑understand manner, the unexaggerated facts will be very convincing on their own. >>>

Chiropractic is a specialty profession. Chiropractors are specialists in the structural correction of the spine. We don't treat symptoms, we treat the health problem causing the symptoms. If the patient is only interested in fast relief, give it to him. A little of something good is better than none of something good. In this case, simply reiterate to the patient why corrective care is so important, but tell him or her you will provide the relief care he or she wants ‑‑ yet, warn the individual that the problem will reoccur. Then say, "when you want it really fixed, come back and I'll take care of your (health problem) the way it should be." Present your report‑of‑findings like the specialist you are and your patients will treat and respect you like one.

Wellness is a team effort. The doctor should never accept total responsibility for getting her or his patients well. A patient's wellness, or degree thereof, is dependent on the quality of care the doctor provides, the patient's diligence in following the doctor's recommendations and how the patient's body responds to the care given. From the very beginning, patients need to know that your care is professionally unsurpassed, and that how fast or how completely they recover depends on how closely they follow your recommendations. Make sure you project this attitude throughout your report‑of‑findings presentation.

Report your patients, not their pocketbooks. Always recommend the care your patients need, not what you think they can afford. Patients want and deserve quality health care. Doctors are ethically bound to provide the same. Remember, even the poorest patient deserves your best recommendations.

"Tell" don't "sell" your patients. As a chiropractor you want to tell your patients about the benefits in getting the care their health problem requires and what they can expect if they don't. In educating your patients this way, you give them all the information they need to make the right decision about getting care and following your recommendations. Sales has no place in a chiropractic practice. Patients don't want to be sold, they want to be told what's wrong with them and how to fix it. Besides, patients will "smell" the sell and wonder why doctors have to sell their services. Imagine how you would feel if your doctor was trying to

sell you on getting your gall bladder removed. Would you trust that doctor and allow yourself to undergo the operation? Absolutely not. If you resort to selling care, you'll have to continue selling your patients every step of the way, draining you of valuable time and energy. Whereas, if a patient is adequately educated regarding his or her health problems and how chiropractic can help, that person will make the conscious decision to follow your recommended plan of care.

Don't make promises you might not be able to keep. If a patient asks "can you fix my (health problem)?" and you really aren't sure, simply say, "I can't be 100% sure at this point. It depends on how your body responds to care, and how closely you follow my recommendations. But I guarantee you that I will do everything I can to fix your (health problem)."

Don't miss another new patient opportunity. Always invite patients to bring their spouse, another family member, or friend to the report‑of‑findings. Using the information provided by the patient on the Family Health History Questionnaire, which you've already had them complete, you can include the spouse's or family member's health problem (whoever is in attendance) in your report‑of‑findings talk. For example, if the husband comes in with a low back pain, but you see headaches on the wife's health history, you might say to the patient, "Pressure on the nerves in your lower spine causes severe lower back pain. Now, if you had this same condition up here (pointing to the cervical x‑ray), it could cause headaches, such as you (looking at the wife) have. One of these days when you (looking at the wife) are free, come in and let's see if I can fix your headaches, too." When you report the spouse at the same time you report the patient, the spouse will be your next new patient.

Keep it short and effective. I recommend an oral report, simple enough that patients understand what they need to know in just a few words. The report should not take longer than 15 to 20 minutes, but you should never appear rushed or distracted even if it's in the middle of your busiest day. Talk slowly, follow your script, ask the patient to repeat your recommendations to you and then say, "Let's get started with your care."

Presenting the impact report‑of‑findings takes knowledge and practice, but the effort pays off in a tremendous boost to the doctor's new patient attracting image. Learn and master the skills as briefly outlined here and you'll have fewer missed appointments, your patients will get better quicker, and the number of referrals you receive will increase significantly.

(Dr. Peter G. Fernandez, is a 1961 Logan graduate. His practice with five staff chiropractors and 12 satellite offices, was one of the country's largest all‑referral, high income chiropractic clinics. As a practice consultant for the past 24 years, Dr. Fernandez has taught practice building techniques to nearly 15,000 DCs, and consulted in the opening of approximately 3,000 practices. He can be reached at Fernandez Consulting, 10733 57th Avenue North, Seminole, FL, 33772, by calling 800‑882‑4476, or via e‑mail: DrPete@DrFernandez.com. Visit him on the web at www.DrFernandez.com ‑‑ and go to www.MBAchiropractic.com for free practice building newsletters.)