December 2005

The new patient attracting image -- Part 12

by Dr. Peter Fernandez

Office visit scripts that maximize patient retention and stimulate referrals

"Words are the voice of the heart," wrote Confucius many centuries ago, and it's still true. How well you communicate can make or break your practice success.

In the previous issue of The chiropractic Journal, I gave you a step‑by‑step guide to an office visit flow that makes patients feel welcome and confident in their decision to come in. In this issue, you will learn specific scripts that will keep your patients coming back and motivate them to refer others to you.

OFFICE VISIT SCRIPT

Doctor's greeting: "Good Morning, Mr. Smith!"

Shake their hand ‑‑ Give them a firm, warm, caring handshake.

Subjective findings: "How are you today?

Analyze their spine "Let's find out how your spine is doing."

Reaffirm the pain (Tell patients, don't ask them)

"I found it."

"It hurts here doesn't it?"

"It's not still moving right. Feel it?"

"It's still swollen here. Feel it?"

Reaffirm the report of findings: "Do you remember when I showed you your X‑rays and I told you about a pinched nerve that was causing your problem? Well, it's still there. You can feel it, can't you?"

Tell the patient what you are going to do: "Let's fix it."

Adjust the patient, then tell the patient what you did: "I fixed it!"

Tell the patient the results he/she can expect: "Here is what you can expect from the adjustment today."

Provide spinal care instructions: "I need your help. There is something I want you to do for me at home."

Ask for a referral: See "asking for referrals" below.

Shake the patient's hand as you say goodbye.

Reaffirm the next visit: "Don't forget, you need to see me on Friday."

The patient then walks to the front desk and returns the file folder/travel card to the CA for scheduling and collecting the appropriate office visit fees from the patient.

Asking for referrals

Important! Do not ask for a referral when your patient is in pain. For the sake of this article, I have assumed the patient has been relieved of pain by the end of the fifth visit. You will notice that the scripts given for Visits #4 and #5 simply tell your patient that you care, you understand, and you can help. These scripts also subtly plant the "referral seeds" that will start blooming once your patient's health problem improves and will continue to refer new patients to you for as long as you properly care for them.

Visit Four

Give the patient your home phone number "Mr. Smith, I have something for you. Here is my home telephone number. Please feel free to use it if you, your family or friends ever need me in the evening or on a weekend. Now, please don't call me for little things, as my private time is filled with family and personal obligations. But if you, your family or friends have a real emergency, I'd be happy to see you."

Visit Five

Twins: This refers to another patient of the same sex, similar age, similar occupation, similar health problems, and how they progressed.

"Ms. Johnson, I'd like to tell you about another man/lady who works over at (business type). He/she has the same type of job you do. He/she came to me with a (health problem) almost identical to yours. This is what he/she went through ..."

Visit Six

Thank the referrer: "Ms. Johnson, would you do me a favor? Would you call Mr. Smith, who referred you to my office? He thought the world of you and was very concerned with whether or not I could help you. Would you please call him/her and let him know how well you are doing? Would you do that for me? He would appreciate it."

Visit Seven

Referral of a relative: The doctor has written certain relatives' names and health problems from the patient's Family Health History form onto the patient's file folder.

"I'm going to fix this subluxation." (Push on the subluxation.) "The nerve that is pinched here goes to (area). If I let this nerve stay under pressure, it would cause (health problem) like (your relative) has. I'm not going to let you develop (health problem) like (your relative) has. By fixing this subluxation and freeing up the nerves into the (area), the (area) heals and the (health problem) leaves. That's how I help people with (health problem). I'm not going to let you develop a (health problem) like (your relative) has."

Visit Eight

Offer a free spinal examination (This is for those doctors practicing in states that allow "free" examinations.) "Mr., Jackson, let me explain a procedure I have in the office. I'll examine any member of your family free of charge, to see if they have a health problem that I can help. If you have a family member you think I might be able to help, please have them call for an appointment. Of course there is no charge or obligation."

"Meet your doctor" handout: "Here's a copy of my qualifications and the main health problems that I can help. Please give this to any of your relatives or friends who have one of these health problems. It will familiarize them with me and my qualifications and the health problems I can help. I'll be happy to help any member of your family or friends who need chiropractic care."

Visit Nine

Second referral of a relative: Using the information provided on the patient's Family Health History form, the doctor follows the script as detailed for Visit 7 and talks about a different relative's health problem.

Visit Ten

Specific health problem referral: The doctor places an x‑ray of a patient with a specific health problem on an unlighted view box. "Mrs. Brown, let me show you an interesting case." (Turn on the view box.) "This lady came to me (specify a time) ago with a (health problem). Of course I can't reveal her name for confidentiality reasons, but she had gone through (explain) etc."

If your patient compliance or patient referrals are not what you want them to be, practice and master the scripts in this article ‑‑ make them yours. You can practice with your staff or record yourself for your own review. Whatever you do, don't ignore the power of communication ‑‑ it can build and it can destroy ‑‑ it's simply a matter of what you say, how you say it, and when you say it.

(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. Write to him at Fernandez Consulting, 10733 ‑ 57th Avenue North, Seminole, FL, 33772, call 800‑882‑4476, or e‑mail: DrPete@DrFernandez.com. Visit www.MBAchiropractic.com for free practice building newsletters.)