August 2006

Added value via your CA

by Dr. Dennis Nikitow

Last month, I introduced a number of ways your CAs could add value to your practice. Apply the rest of these and watch the magic take place.

During regular scheduling for adjustments, CAs should tell patients things like "You look better" or "That should help, you'll have a great day now." If patients comment on how much better they feel, the CA should say, " Great, we've helped a lot of people with that similar problem. Tell your friends!" Salutations should always be something like "Have a great day, tell someone about chiropractic." If CAs tell patients to tell others, they will when the occasion arises.

CAs should keep conversations to chiropractic. Posture should be related to subluxations and subluxations to health status. They should discuss particular wellness issues, testimonials, specific case improvements they've observed, miracles they've seen, as well as research, outreach programs the doctor did, etc.

If patients miss appointments, CAs must refocus them that this is not just a symptom treatment, but a corrective program for the spine that requires adjustments so that the body adapts and changes. CAs should reiterate how many adjustments they should have in six weeks and remind them of changing nerve muscle memory, so inputs of adjustments and exercises need to be consistent.

Time or money problems

If patients mention money or time problems let them know you understand. Then inquire about their intentions and goals from this point. Do they want to correct their spine? Do they want to stop care? Do they want to reduce frequency of corrective visits? Ask and listen. First, so that you understand the patient's position.

Most people want to finish correction, but they have an obstacle like time, money or even frequency burnout. This is where your certainty communication training comes in handy. Let the patient know you understand by reiterating the problems they're having and acknowledging their feelings.

Next, mention possible options and the benefits and consequences of each option as it relates to time or money. One option would be to stop care which would be a complete loss of time and money for what they invested toward correction.

If they want to reduce frequency, ask whether they want to correct the problem in the shortest amount of time, the most cost‑effective way? When they affirm this, explain how reducing frequency of adjustments is reducing the amount of inputs the body needs to adapt to. Use analogies like training for gymnastics, body building, losing weight or practicing a musical instrument. All require repetitive inputs so the body adapts and changes nerve muscle memory. Reducing frequency of inputs retards adaptation and progress and ends up taking more time and costing more money. This is a good explanation to use when CAs see people trying to "stretch their dollar" by missing one appointment per week thinking it isn't going to matter.

New patient promotions and referrals

CAs are very important in adding practice value here. Referrals are generated by giving patients education and understanding about the benefits of chiropractic, but it needs to be delivered with passion and enthusiasm. This ignites the message. Think about someone excited when he or she is telling you something vs. someone merely relating information to you. You "buy" a person's belief about what they do by the excitement and passion they have.

People want to be around people who love their job. They know they'll get better service and are more optimistic about their outcomes. They're also more likely to refer. This is why CAs need to be talking about chiropractic, the great results they see, other people's improvements, new research substantiating chiropractic care, philosophy, what each adjustment does, the Maintenance Problem Crisis (MPC) principle, etc.

If new patient promotions are going on, tell every patient to tell his or her friends because people need the help and don't know chiropractic can help them. Reiterate your clinic's mission and purpose ‑‑ it is the driving force behind "why" you want your patients to tell others. When you qualify your "ask," it brings out your true desire to serve others vs. just asking for business.

When a CA has the right desire to serve others based on the right purpose and belief, the amount of value your practice generates will be greatly magnified. Applying these strategies will make a huge difference in your practice and make your job a lot easier and more rewarding.

(To learn about the Certainty System, Certainty Practice Products and Dr. Dennis Nikitow's upcoming seminar schedule, call 800‑544‑3884. Outside the US, 303‑721‑6202.)