January 2006

Fear

by Dr. Ogi Ressel

While "fear" may seem a strange topic for a column dealing primarily with children, the reality is that it's a very important issue when establishing trust with your patient. Previously, I mentioned that the percentage of children you see in your practice is directly proportional to the level of trust your patients have in what you do. That's why this subject is crucial. You may also find it somewhat disturbing, and with good reason.

Let's talk about fear and how fear‑tactics are used (and taught) in order to frighten patients so that they unconditionally sign up for care. A number of you will know what I'm talking about. You've been exposed to these tactics and found them distasteful. So do patients. They're not stupid.

Some DCs are taught to say to patients, "I've found a lot of damage in your spine"...always followed by, "It's worse than I thought." These doctors then proceed to scare the hell out of the patients (who are in their early 20s) by telling them their spines are "rotting, the discs are degenerating, the ligaments are breaking, and the bones are fusing." Let's get real!

The vertebral subluxation will cause degenerative changes with the eventual goal of stability and bony ankylosis ‑‑ I think we all know that. I know this topic better than most. I wrote four extensive papers on it. It's also known that this process cannot only be attenuated, and stopped, but can even be reversed.

I see nothing wrong with presenting the degenerative process to a patient in realistic terms ‑‑ with compassion, understanding, warmth, and hope ‑‑ without evoking tears, fear, and anxiety. But that's not the object of a number of these chiropractic "procedures." The goal here is the total submission of the patient, all beautifully wrapped up in a wonderful sales pitch to have the patient sign up with his or her new "saviour" ‑‑ the doctor.

What bothers me the most, and I know that a number of you feel the same way, is that many times this is all done in the name of Christ ‑‑ so it makes it okay. I don't think God would have wanted doctors to scare patients so that they can line their pockets in His name. I can almost hear Dr. Christopher Kent say, "Makes my sphincters fibrillate."

The other reality is that if the patient is too frightened, he or she will leave the office and go and get a second opinion from either another chiropractor, or worse, the patient's MD. And here's where this whole plot and agenda begins to unravel. That's why doctors are instructed that it's absolutely imperative for the patient to bring his or her spouse for "support" in making the "correct" decision so that the "fear of flight" is minimized. The "trick" is to frighten the patient just enough for submission, but not enough so that they leave.

How do these people judge what's enough? Is it the look of panic in the eyes of the patient? Or are the patient's tears the magic indicator? Or the shallow breathing? What are the criteria? Or is it simply the sound of the doctor's internal bells of violated integrity going off? Is that it? Interesting concept.

The good news is that fear‑based marketing is short‑lived and these doctors are on a constant prowl for new patients. They never mention how many patients simply "wake‑up" and leave their offices. Sooner or later patients catch on to this sales game and the doctor begins to get a reputation of being dishonest and untrustworthy ("The Death of a Salesman" comes to mind). This is deadly, especially in a small town. There, you can kill your practice overnight.

The real damage is that these patients sought out chiropractic because they heard chiropractic could help them. They placed their trust and confidence in the doctor. But, their trust and confidence received a beating and these patients will probably never trust another chiropractor again. Not only that, but the profession has gained more opponents who'll speak to others about their experience ‑‑ and it will not be in a positive light. And you wonder why you're having a difficult time with new patients?

The other good news is that doctors who practice in this manner leave themselves wide open to prosecution from their governing body. After all, they have violated public trust and used fear tactics for financial gain. State Boards love to get their hands on these people.

The ensuing legal battles will cost these doctors hundreds of thousands of dollars and in the end the question will remain: Was it worth it?

The answer is blatantly obvious.

Relax. Although there are seminars that teach these "procedures," they have been steadily losing clients. Doctors are beginning to realize that this is not an honorable way to practice, so they look for a different approach. When this mass exodus occurs, the seminar usually changes it's name so that it now appears "brand new" and the whole cycle is repeated.

Have I missed anything?

I've talked about this issue before. Your practice success is not based on fear tactics executed brilliantly in the name of Christ. No, your success is based on honesty, honour, integrity, trust, and the confidence of your community in you. There are no shortcuts! It's wonderful knowing that you can sleep at night because you have not violated your integrity. When this happens, you and your practice will gain the trust of your community and parents will entrust you with the care of their children. Ultimately, that is your purpose isn't it?

(Dr. Ogi Ressel, author, researcher, and an x‑ray and pediatric specialist, teaches The Practice Evolution Program, the "fastest‑growing coaching program on the planet." Visit online at www.practiceevolution.com and take the Practice Health Mini‑Checkup. Dr. Ressel may be contacted by e‑mail at drogi@practiceevolution.com or by calling 800‑353‑3082. Interested in receiving his weekly THOTS "on seeing tons of children and families in your practice?" Send him an e‑mail and asked to be added to the list.)