August 2006
Creating a "refuge" in your practice
by Dr. Mike Reid
Over the last six
months, I've walked into at least a half‑dozen Starbucks. It didn't matter
whether the city was San Francisco, Ottawa,
Los Angeles,
Toronto or Montreal; the one commonality in all of them was a sense of
refuge.
Picture your favorite
sanctuary or temple. A place that you absolutely love to visit, to calm your
mind and to rest your body. Think of the sights, the smells and your bodily
sensations. I have an 800‑square foot cedar deck, an oval shaped pool with
interlocking brick, surrounded by flowers and forest. As I am writing this
article, I am sitting in my "Zen garden," my refuge, which is my backyard.
This is an area where I can take refuge and become creative, a place I can
revisit time and again to reduce the stresses of the day.
The president of
Starbucks, Jim Alling, once stated that the success of his company wasn't
due to his coffee, but solely to his creation of a refuge in every location.
How does this apply to your practice, and why must you consider
upping the ante with your patients' experience in your office?
Consider today's
consumers. They desire more service, more affordable, attention, and an
outstanding experience (think spa). I've outlined six top elements to help
you affordably create a refuge in your practice in today's competitive
market:
1. Ambience
‑‑ Take a critical look at the colors, decor, openness, lighting and smells
of your office. The shag carpet, paneling and 10 danger signal posters are
out. Earth tones, natural lighting, open or semi‑open concepts are in vogue.
Live flowers and plants state we're alive and healthy.
2. Comfort
‑‑ Still having patients sit on hard plastic? Splurge a bit and purchase
ergonomically designed reception and hot seat chairs... especially if
waiting time is long.
3. Entertainment
‑‑ Have you been to an upscale dental office lately? In Fortune's dental
program, a young dentist took his practice from $1M to $5M by installing
patient education systems and video games for kids, and providing an
in‑office massage therapist to relax his patients prior to their dental
work.
4. New patient
concierge ‑‑ In today's service
minded environment, patients demand immediate attention. Ramp up the "wow"
factor by dedicating one CA to each new patient as you transition them from
entrance forms, to exam, to checkout. Doctors can even perform a post‑exam
phone call, adding extra value service to the first day's experience.
5. Refreshment Kiosk
‑‑ Some of my most memorable experiences were the extraordinary. We've
mimicked that by dedicating one area of my reception room to cool ice water
with lemon, iced tea, fruit, granola bars an even a treasure chest of toy
gifts for our new patients under the age of eight. After our doctor's report
in the evening, we serve fruit, tea, cheese and crackers. Our "wow"
experience continues.
6. High Technology
‑‑ Offering extraordinary services coincides with offering the newest
technology to your patients. Keeping the office organized and flow‑steady
increases the number of patients you can serve. Consumers recommend and
return to places that offer the latest and greatest in technology. Platinum
System and the Subluxation Station are leading the industry in chiropractic
technology. Staying on the cutting edge will make you the number one choice
for refuge in your chiropractic community.
(Dr. Mike Reid is an
international lecturer, Canadian president of the World Chiropractic
Alliance and the international director and head coach of Anthony Robbins'
chiropractic coaching program called "Fortune." Merging his "Gorilla
Chiropractic Coaching" with Robbins' personal empowerment technologies,
Fortune is an elite and executive‑level program designed to create
extraordinary practices and extraordinary lives. A member of the class of
1992 from CMCC, Dr. Reid maintains a private, cash‑based wellness practice
in Ottawa, Ontario.
For more information, contact him at 800‑781‑8127.)
