October 2005

Company Profile

Patient education or patient transformation?

by Laurent Goldstein, president of Brican Corporation

One of my favorite movies of all times is Woody Allen's "Annie Hall." I always remember the ending of the movie when Woody's character tells the story of the guy visiting the psychiatrist. "Doc, my brother is crazy, he thinks he is a chicken," the guy says. "Why don't you bring him in?" asks the psychiatrist. "I would! But we need the eggs!"

In my mind, this story illustrates perfectly how our perception of the world we live in can be far removed from reality and how we each operate with different "paradigms." Before I joined Brican Corporation eight years ago, my perception of what chiropractors do was limited to treating back and neck pain.

At age 42, I had only visited a chiropractor twice during my travels, in both cases with a hot low back and not without a certain degree of anxiety. I was looking for a "quick fix" I guess and the idea of going back for further adjustments did not even enter my consciousness.

All of that changed when I attended Chiropractic Masters in Toronto, my first chiropractic seminar as a vendor. Something happened during the first break that completely changed my perception of what chiropractors do. I watched the doctors lining up to get adjusted on the two adjusting tables next to my booth!

What was going on there? They could not all have back pain!

And there was a very special energy about the whole event; doctors were also adjusting their spouses and children. When the break was over and doctors rushed back to the classroom, I followed, only to be stopped in my tracks by the very diligent seminar staff telling me I could not go in.

I was outraged, since I had already paid as an exhibitor yet was being asked to pay another fee if I wanted to listen to the speakers. Yet, I was so motivated and intrigued by what I had just witnessed that I decided to pay to get in.

The two speakers I heard that day were Dr. Christopher Kent and Dr. Richard Santo and they just blew me away. After hearing them speak about Innate Intelligence and Quantum Physics, I could not wait to tell that story to my friends and loved ones.

Dr. Kent said that day that satisfied patients do not necessarily refer but enthusiastic patients always do and he could not have been more right! I had become a chiropractic ambassador for life on that day and this event literally shaped the direction my life took then ‑‑ and changed the focus we had given Brican Corporation.

We moved from providing a patient education software/hardware program to optometrists, dentists and chiropractors to working exclusively with the chiropractic profession.

What happened to me that day was not that I was exposed to chiropractic education ‑‑ but that I got chiropractic transformation. Chiropractors have been "educating" patients for the last 110 years but the fact is it has not been working. According to the last Eisenberg/Tindle study on alternative medicine, 7.4% of the population visited a chiropractor in 2002, down from 9.9% in 1997. Enrollment in chiropractic schools is down 35%. In the meantime, dentists see more than 80% of the population. This doesn't make sense. Are teeth more important than the spine and the nervous system?

Just imagine what would happen to your practice if you could take your patients to a Parker seminar ... if they could feel the passion, the energy ... if they could see babies getting adjusted ... if they could hear testimonials from doctors sharing stories of miracles unfolding in their offices.

They, too, would become chiropractic ambassadors for life. I realize that taking all your patients to a Parker seminar wouldn't be realistic. That's why I decided that the Brican Mediadoc program had to be designed to bring the excitement of a Parker seminar to the chiropractic office, and it does just that as long as doctors take advantage of all the features offered in the package.

One of the most effective tools we have to create an effortless shift from allopathic to chiropractic thinking is the New Patient Orientation Class from Dr. Pierre Deslauriers, with graphics created by Brican. This 40‑minute lecture comes with detailed notes and script and is truly interactive.

Patients have to perform some tests designed to get them to view their perception of what health is from a different paradigm. We have 14 additional classes, including "Sitting on the job" by Dr. Scott Donkin, a new show every week illustrating the "Topic of the Week" from Optimum Heath University, monthly "Patient Nights" where patients can listen and participate on the phone to inspiring live talks with speakers of the caliber of Dr. Guy Riekeman or Bruce Lipton.

The features are simply too many to list here. They are all designed to create excitement for chiropractic and help doctors grow their practices.

For the last 10 years, Brican has provided thousands of Chiropractors with the most advanced Patient Education software combined with seminars, teleclasses for DCs and CAs. Brican also supplies the plasma screens and LCD monitors for the reception and adjusting areas.

For more info contact Chantal at 800‑644‑1055 ext. 28 and receive a $200 gift for free.