July 2006

Avoiding the growth trap!

by Dr. Eric Plasker

Many chiropractors step on the practice "growth accelerator" by increasing their marketing and referrals only to find out that when they get there, they can't handle the volume! It's a trap that can be easily fallen into, and one that I call the "growth trap." This phenomenon occurs when DCs decide to grow their practice without having the proper systems and staff in place to support that growth.

Even with the best‑laid plans, overloads or breakdowns can occur within our offices. However, when there has been little‑to‑no true systems pre‑planning, you could lose your current patients as rapidly as you bring in the new ones. Other signs and symptoms that you may be caught in this growth trap include not only loss of practice volume, but a mind‑set that if one more new patient walks through that door, you may just go right over the edge mentally, physically and emotionally.

Once you've fallen into the growth trap, your staff is sure to follow you ‑‑ unless you have strong systems and procedures in place that will support stress‑free growth. Without executing these fail‑safe systems, your team members will inevitably begin to see themselves becoming busier and slam on the breaks to avoid any additional stress or strain on themselves. In effect, your staff will become a visible or invisible barrier to your patients committing to lifetime care or becoming involved with your practice in a meaningful way. And, honestly who could blame them?

Think about the way your practice systems and procedures are currently structured. Are there messes that are piling up? Then ask yourself, if you had the good fortune to double overnight with your current practice issues, would you end up doubling the amount of those messes?

Does it make sense to put yourself or your staff through this? Shouldn't practice growth be easy and spontaneous? The goal of growth should be to give you energy instead of take it away. Ultimately, the right kind of growth will give you what you truly crave ‑‑ your freedom! So, how do you avoid the growth trap and build your practice so that it actually gives way to freedom?

1. You must have good systems in place that you know will be effective at your new level of growth. Prepare for your own expansion. When you set your practice goals, evaluate whether your current systems and procedures as they exist today will support you in where you want to be tomorrow. If the answer is "no," then it's time to reinvent your systems.

If you find it easy to talk to people about chiropractic at your current volume, imagine doubling your output. Would you still be able to function and achieve goals with such ease at this new level? Perhaps it's time to delegate task processes into a new system, a new procedure, a new form or a new person. One of these alternatives will enable you to grow without putting yourself into the trap of having to be "on" all the time and having your personality drive your practice growth. Your systems should do that instead. In fact, your systems are your stairway to freedom.

2. You need to really understand the concept of "chiropractic time" ‑‑ prime time, preparation (prep) time and playtime). I love the excitement and relief that comes when DCs are first exposed to and finally embrace this system of time management.

As your practice grows, it's essential to focus your energy in either prime or prep times for maximum production and results. Think about Michael Jordan. When an athlete of his ability is on the court, he's very focused on scoring points and helping his team win. When he's resting on the bench, he's not making calls to Nike or his broker. He's keeping his head in the game and staying focused so that when he does go back on court, he'll still be in the flow of the game.

So, even if you don't have patients coming in, don't utilize your prime time to handle "busy work" like answering phones or paying bills. Keep your focus in a "prime time consciousness" and delegate those other activities to a prep day.

3. Keep yourself free. During prime time, all you should be doing is serving patients. During prep time, you should be delegating and building your systems by putting the pieces into place that will help you become more efficient. While this may take an enormous amount of discipline at the beginning, it's what will keep you free. Freedom is the only thing that will dig you out of the growth trap.

Remember to ask yourself whether you'll have twice as many messes in your life if your practice grows twice as large ‑‑ and whether those messes worth twice the money. They're not! More importantly, you can't give excellent, quality care if your practice grows haphazardly.

Just because you've experienced some false starts along the path of your practice growth doesn't mean that you should back away. Helping more patients is always something to strive for. Learn to grow smart. Put the right supports in place before you go full steam!

(Dr. Eric Plasker is a licensed chiropractor and founder of The Family Practice chiropractic coaching and training organization, which provides all the systems, tools and support to build a highly successful and profitable family practice. An internationally known speaker and educator, he is best known for rallying the chiropractic profession around the LCfE (Lifetime Care For Everyone) and Family Practice visions. For a seminar schedule, coaching, training, or product information, call The Family Practice toll‑free at 866‑LEAD‑DCS (532‑3327), ext. 118. Or visit The Family Practice website at www.thefamilypractice.net)