December 2005

Create a new chiropractic culture in your office

by Dr. Kevin Pallis and Dr. Ed Plentz

Many DCs make the mistake of assuming the public knows what health and our role in health are. This assumption is perhaps the biggest source of struggle in chiropractic today. The truth is that only about five percent of the population has experienced chiropractic care ‑‑ with the majority treated for back pain and related musculoskeletal symptoms in a few visits only.

Don't fool yourself into thinking this isn't true. We're talking about number of patients, not number of office visits. The answer to this daunting dilemma is patient education with every one of your patients. You must create a new chiropractic culture in your office.

If you ask people whether they're healthy, they'll most likely reply that they are. If you inquire how many medications they're taking, they'll proudly tell you three, five or seven. They actually believe that taking medications will produce health. The reality is they have no paradigm on which to base their decision to participate in chiropractic other than what they've heard from their MDs, the media and their friends.

With this as their knowledge base, it's no wonder they come in to treat symptoms with insurance card in hand and leave when the symptoms diminish or the insurance runs out. Until we start educating them and creating a new chiropractic culture, they won't know any better.

Creating a new chiropractic culture isn't hard. All you need to do is create an environment of greatness that reflects this new belief system. This environment is generated by what you say and do and by what's on your walls. When you have a complete system of patient education and office procedures that reflect what you as the DC believe chiropractic to be, you make it easier for patients to make an informed decision instead of one based on ignorance. Every time you allow a patient to tell you what to do, you promote the public perception of chiropractic as short‑term back therapy for adults only.

Imagine a family dentist having only single entities of adult patients. Imagine a mother saying to the dentist she's bringing in only her child with soft teeth and lots of cavities. Imagine parents saying to a teacher that they're sending only their "slower" child to school. It just doesn't make any sense to continue to represent our profession in this way.

Any time you're creating a new paradigm, the emphasis must be on the younger generation. Chiropractic is no exception. Think of a church with no youth following. It will inevitably be forced to close its doors. Chiropractors think that if we can just get a few more patients in the door we'll be okay. We push harder and harder and learn to become salespeople instead of teachers. Did you go to chiropractic college to become a salesperson?

When you allow the public perception of chiropractic to run your office, the inmates are in charge of the asylum. Signs of a patient‑ run practice:

***  You stop telling the story because "nobody wants to listen"

***  Adjusting on the first visit

***  Let's make a deal finances

***  Forgetting about the co‑pay

....and that's just to name a few.

Along these lines, instead of allowing people to make the decision that's best for them and their family, we try to force them to show commitment for something they know nothing about by "selling" them yearly plans with pre‑pay discounts, etc.

When you educate, your heart is in your office and the needs of others. You're "on purpose." You stop judging and being resentful of others who choose not to participate in care at your office. You realize that you cannot force anyone to do anything they don't understand. You have complete confidence in your patient education and it shows in your income, your office environment, and the quality of your patients. You have created the office of your dreams through patient education, by not allowing patients to tell you who to be.

Most of us were not trained in a new chiropractic culture during school. Yet, with or without your participation, the new culture of chiropractic is here to stay. So, in order not to be left behind, upgrade your training. This is the role coaches play. Find a coach who matches up with your personality and your needs.

If you choose not to create a new culture of chiropractic that's fine. The MD down the street is doing it for you. But, the new culture of chiropractic is more fun, involves less paperwork and, by the way, is more profitable. Doctor, the choice is yours.

(The New Renaissance is a movement of passionate chiropractors dedicated to changing the world. The leader in patient education since 1977, the Mentor IV Coaching Program is a step‑by‑step navigational guide that embodies the very essence of The New Renaissance vision of healthier people creating a healthier world. Without patient education, your patients won't "get it." To learn more about The New Renaissance, contact world headquarters at 800‑525‑3879.)