April 2006

The 'Four I's' of practice

by Dr. Timothy J. Gay

Why is it that patients leave your practice, your CA is late or fails to show up for work, the attitude around the office is negative due to your lack of excitement and the momentum in the practice is dropping?

The reason you attain growth in your practice is because of three major factors: inspiration, involvement and interest. Whenever you want to grow at anything, these factors will help you to move toward it. If you have lost your lust or inspiration for what you are currently doing, it may be because one of the three components is missing.

Your patients demand your leadership and ability to lead them down the path of good health. Without your inspiration and the feeling of hope you give them, how are they expected to follow? When you are inspired, there is absolutely no stopping the desire you have for what you're doing. There's no need to have someone motivating you to get the things done that are necessary to build your life and your practice.

For example, if you were going on an exotic vacation, you would be packed and ready to go the night before. Most likely you would arrive two hours early so that you didn't miss your flight. You might tell your patients about this trip a couple of weeks before you are scheduled to go, so they can share in your excitement.

Inspiration is the most important component of the four we that we are discussing. Sure you have several of your own words that you may use for your inspiration, and if that's the case, use them. My point to you is that until you come to the conclusion you're fed up with your current condition, you won't be inspired to reposition your practice ‑‑ or yourself.

The interest level that you have in your practice is equal to the number of patients you're able to see. If your mind is outside the office when you are inside the four walls of your office, your patients will be able to pick up on your level of sincerity when you're talking to them about exercise programs, scheduling appointments, and points of interest concerning their health care needs.

You've heard about the importance of becoming interested instead of interesting to your patients. This sums up the reasons for not being distracted while working with them. Your staff members need to be as interested as you are in patients' well being and their necessity for their health care. The word "interest" simply means that you truly do care in the intention behind the adjustment. Your words and actions inspire and encourage patients and this can make a big difference in their chiropractic belief system so they will refer others to you.

Intention flows throughout the practice and is the very reason behind what you do for the patient. If there is any distraction and your intention varies at any point during the adjustment, it could alter the outcome of the patient's results. The intention during the adjustment is critical to the patient's outcome after the adjustment.

The last of the "Four I's" ‑‑ involvement ‑‑ is not one to be overlooked because without patients' involvement in their health, there is a limited amount of interest. Your patients need to be accountable and help themselves for their home care after their adjustment. This is the area where patients discontinue care due to boredom or limited change in their condition. Patients want to have involvement and a decision in how they can improve their health through exercise, rest, diet and other aspects of their health care.

Throughout this article, you'll note the importance of emphasizing that the patient, the team members, and the doctor all play integral parts in the health care triangle, and in the participation of the "Four I's." If in any circumstance, one point of the triangle is not contributing, it will weaken the structure of the practice. You should post the "Four I's" in several areas of your office so your team will focus on the value of the patient. It's also important to remember that the "Four I's" can make a practice one that is sought out or one that is stagnant.

There are several other "I's," such as improve, importance, integrity and influence. However, these are just words that don't mean a thing unless you take them to heart and begin applying them to your practice and start believing them within. If you wonder why things aren't going as well as they should be in your practice, look inside and find the answers. They are there...all you have to do is look for the "Four I's."

(Timothy J. Gay, DC, a 1977 Palmer College graduate, is founder and director of Ultimate Practice Systems, a chiropractic management and consulting company specializing in personalized chiropractic consulting [on the web at www.ultimatepracticesystems.com]. He is a highly respected and nationally recognized speaker, and author of several books, as well as numerous CD and video products for the chiropractic profession. Dr. Gay holds seminars around the country on a variety of topics and may be reached at 866‑797‑8366, or ultimatepractice@sbcglobal.net.)