April 2006

The new patient attracting image

by Dr. Peter Fernandez

More 'Cadillac' services to increase your referrals

Last month, I shared with you a few of the "Cadillac" services I provided to my patients ‑‑ services that expressed how special I considered them and that proved extremely effective in boosting my professional image. They helped attract new patients, improve retention, and generate referrals. Here are a few more of them that can make a definite difference in your practice.

***  TLC goes a long way in establishing a lasting referral relationship with a patient. I gave my patient relief as soon as possible. When a patient came in during the morning, bent in half ‑‑ I didn't do a three‑day procedure on him. Instead, I treated my patients like I wanted to be treated.

***  I checked and re‑checked my patients. No one left my office until I was totally satisfied with his/her correction. If my patient had high blood pressure, I checked it before and after the adjustment. If I wasn't satisfied with my adjustment, I had the patient sit in the reception room for 10 minutes, then brought him back in to check his spine again. I wanted my patients to know that I was thorough and that I wouldn't let them leave my office unless I thought they would be okay.

***  I cared enough not to hurt my patient. Don't be one of the "I'll get that sucker in place, if I have to use a hammer," type of doctor. You can get your patients well as fast as possible without beating them into submission.

***  The medical profession has used the word "hope" for years. "We hope for a cure in time; we hope for a new drug; etc., and people live for that hope. As chiropractors, we have something that embarks the same hope to our patients and that is our chiropractic philosophy. "When I get the pressure off the nerve, and keep the pressure off the nerve, that nerve is going to heal and whatever is at the end of that nerve is going to heal." As long as you keep putting that point home every single office visit, your patient will stay with you and get well. If you have a shot at getting someone well, keep that hope alive.

***  In order to determine what "Cadillac" services each patient should receive, I went over my appointment sheet with my CA at the start of every day. My CA then made the appropriate notations on the patient's file or travel card so when the patient came in, she or he was taken directly to the x‑ray room, exam room, etc. The patient was aware I'd been thinking about her or him between visits ... another way of saying, "I care" ... another way to boost my new patient attracting image.

***  I cared enough to tell my patients what I was doing, i.e., I informed as I performed. I made it a point to describe the procedure I was going to perform, what the patient was going to feel, and how the procedure was going to benefit the patient. Patients don't like being kept in the dark, and neither do I.

***  I offered assistance to every patient in obvious pain. I would ask, "Would you like me to have Louise help you into your gown?" Or, "Louise, would you please help Mrs. Jones get to her car?" A little extra TLC doesn't cost you anything and goes a long, long way. The more you care for your patients, the more they will care for you.

***  I had my CA call patients when they returned from vacation. You know what it's like when you come back from vacation. There was a bad lightning storm and the power was off and everything in the freezer thawed out and is spoiled. Pipes broke and the carpet is soaked. It's time to get the kids ready for the new school year, etc. Two or three weeks go by, then a month and you have pretty much forgotten about that past due dental appointment. Your patients are the same. They mean to call but time gets away, the call is never made and you lose a good patient ‑‑ maybe an entire family. When a patient said, "I'll give you a call when I get back," I simply responded with, "Great. Have a good time; I'll look forward to seeing you then." Then I had my CA make a note in my appointment book to have her call the patient about a week after she or he returned from vacation. A simple telephone call is appreciated; it says "I care," and patients refer to doctors who care.

***  Do special things in your office that cause your office to stand out over and above the countless other dull and boring offices your patients visit. Put some spark into your office and your patients will love it. For example, on Valentine's Day, Mother's Day, etc., I gave flowers to my female patients. They loved it, and the boost it gave my new patient attracting image far outweighed the cost.

Are these extra services little things? Yes, but lots of them add up to a ton of extra service ... "Cadillac" service. And, "Cadillac" service results in a greatly enhanced new patient attracting image.

If your practice consistently provides "Cadillac" service to your patients, you will never have to worry about a referral for the rest of your professional life. Your practice will always be filled with patients who know you care, and who care for you.

(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.)