December 2005

The elusive new patient

by Dr. Ogi Ressel

Almost all doctors I speak with talk the same language. "I want new patients." "I need new patients." "If I only had some more new patients, my life would be different."

Here's the reality as I see it. You do this magical mall screening or health fair (or...?) and you have a bunch of people sign up with you to receive that special offering you put out ‑‑ that 50% off special chiropractic, physical, neurological, postural, and scoliosis examination. Then what?

Well, here's what happens: Approximately half of these people show up at your office and approximately half of those start some sort of a care schedule with you ‑‑ and most of them drop out within the first three‑to‑four weeks.

Guess what? You're at the mall again and the whole cycle is repeated.

You're feeling frustrated because you've been told you can get tons of new patients with certain closing sales procedures and it's not turning out the way you envisioned.

You call your consultant, only to be told that the reason it's not working for you is because you need more Purpose. You're also told you need to do a number of these marketing ploys at the same time to prevent the ups and downs in your practice.

So, here you are, doing one screening after another just to catch that elusive new patient. Members of your staff become resentful being at the mall every weekend ‑‑ and so does your spouse or life partner. You begin to believe that all this whirlwind of activity is bound to produce new patients. It does. And they still leave. Yet, you don't mind as much because you just happen to have another screening lined up to replace the ones who got away.

Have I missed anything? You see, I've been there. I've done that. I learned this is not very effective (a hamster wheel comes to mind).

You've heard that new patients are easy to "get" ‑‑ but not for you. So, the whole issue then becomes: "How can I make them stay with me for lifetime care, AND refer their children, family, and friends?"

The vast majority of doctors I speak with are firmly sold on the idea that marketing is the "way to go," the way to get new patients. That there has to a better mousetrap out there to catch these people. That there's some wonderful marketing wizardry they haven't tried yet that will get them all these NPs. They're convinced you need to hook up with a consultant guru who'll show you the latest and best marketing ploy. Wrong.

Think for a moment. Did you find your dentist at a mall screening? No? What about your optometrist? No, again? What a shock! You found these professionals by referral. What a concept!

The truth is, there's no magical marketing scheme that will flood your office with new patients, AND make them stay with you.

Today's patients are well‑educated, certainly better than even 10 years ago. With the Internet being readily available, today's new patients are moved only by reality, especially when their children are involved. Today's patients have the resources to scope you and Google you before they ever show up at your door. In other words, they'll only start care with you if they understand what they're gaining by being in your office. The unconditional trust bestowed upon doctors in the '70s and '80s (and even '90s) is history. Today's consumers want proof before they part with their money and subject their children to your care.

You need to be able to explain what you do in such a way that a new patient wants to come under care with you because you have what he or she is looking for: the answer to his or her problem. It won't happen any other way.

Here's the crux of the matter. How can you have the patient want to be under your care? Do you think including gimmicks with your care will be the deciding factor? "I'll include cookies with each adjustment." "I'll give 'em a large discount on my fees ‑‑ 40‑60% off ‑‑ if they prepay for five‑to‑ten visits."

"I'll have my staff wash their cars while they wait."

I'm sure most of you can think up more entertaining ploys. But, if you think that pressure from you or your staff will do it, you're wrong. So, back to the original question, "How can you have the patient want to be under your care?"

One thing you must realize is that people are looking for something different than medical care, which they are no longer happy with and which is failing to address their health issues. So, the answer is simple. Don't try to be an MD to your patients. That's not what they're looking for. Be a chiropractor. What a novel idea!

Forget the cookies! Offer your patients a level of health care they don't expect ‑‑ over and beyond. Bond with them.

When your CA does the pre‑consult and/or consult, who does the patient bond with? That's right, your CA. And should she leave your office, the patient will follow for there's little bonding with you.

What about having an exam doctor and/or a "tech" CA who does the examinations, the x‑rays, and the scans. How do these procedures cause a patient to bond with you?

What about group reports? Right. Those families bond with each other ‑‑ not with you.

How about the pre‑consult and/or report video? Here's what really takes place. Yes, patients bond ‑‑ but with the book they whip out to read while your video bores them to tears.

I totally agree with you that these procedures are very efficient, BUT not at all effective. And, that's the key! They do nothing to foster a warm, sincere, and honourable bond between you and your patients. As a result, why would a person want to be under your care? You haven't allowed any bonding to take place and there's nothing special about you or your office to hold his or her attention. Something to consider.

Still another way is to provide patients with excellence in what you do and who you are, to be the very best DC they've ever seen. Clinically, ethically, with great integrity, honesty, and honour to excel. Period. No exceptions.

And lastly, be able to demonstrate to a patient how his or her body is or isn't functioning. As noted, today's patients are only moved to action by reality. Your care and the benefits of your care, must be real to them. If not, they'll leave. You need to make the subluxation real to patients. If it isn't real, they're not coming with you. End of story.

If the subluxation isn't real to the parents, if there's little trust in what you do, if parents don't see you as the very best, and if you haven't bonded with them, you are not seeing their children.

(Dr. Ogi Ressel, author, researcher and an x‑ray and pediatric specialist, teaches The Practice Evolution Program, the "fastest‑growing coaching program on the planet." If you're interested in receiving his weekly "THOTS" on seeing tons of children and families in your practice, send him a quick e‑mail ‑‑ drogi@practiceevolution.com  ‑‑ and ask to be added to the list. Dr. Ressel invites those who'd like additional help to visit his website ‑‑ www.practiceevolution.com  ‑‑ and click on the button "Practice Health Mini‑Check up." Submit your answers at the end, and they'll go right to his desk. He'll study the challenges you're facing in your practice, and call you with his honest advice and suggestions. Dr. Ressel may also be reached by calling 800‑353‑3082.)