June 2006

Help wanted ‑‑ miracles accepted

by Dr. Peter Fernandez

DCs eagerly turn to experts when their practices are declining or otherwise not what they want them to be. Some will succeed in achieving practice improvement while others will not. Why? Because some doctors want help while others simply want a miracle.

You're not getting enough new patients. Your patients are missing appointments and not following through on your prescribed plan of care. Your patients aren't referring. Your appointment book is full but your bank account is empty. There are only two reasons why any of these problems exist. It's either what you're doing or not doing. And, there's just one solution ‑‑  "change." Change by correcting, eliminating or adding to the things you do.

It's amazing how many DCs refuse to accept this solution. These are "the miracle seekers" who won't change how they practice but want someone to change the results they get from what they insist on continuing to do. Sadly, most of the practice failure stats come from these doctors.

There's no magic to succeeding in practice. Success is no accident. It doesn't just happen. Success is a calculated endeavor that is achieved when certain choices and specific actions are taken.

Here are the basic elements to achieving success:

1. Know what you want. Define your goal with a "what" and "when." Example:  "I want at least 50 new patients in the next four weeks."

2. Develop a step‑by‑step plan to achieve what you want. Example:  Make a list of the things you're currently doing to attract new patients and their corresponding results. If you "know" you're doing an activity properly but it's not yielding favorable results, stop doing it. If the activity isn't producing, but you "question" whether you're actually doing it correctly, write the word "expert" next to it.

Make a list of those things you "know" you should be doing but aren't. Prioritize an action plan to start doing these things. If you're not sure how or when to start a new activity, write "expert" next to it.

Make a list of those things that you "think" you should be doing but aren't and write the word "expert" next to it.

3. Get expert advice on each item you've written "expert" next to on your step‑by‑step plan. Don't waste time or money by guessing or "winging it."  How badly do you want to achieve your goal? If you're not passionate about it, you stand little chance of reaching it. If you are passionate about it, you'll seek out the knowledge that will help you achieve it ... quickly, profitably and proudly.

As DCs, we're fortunate to have many expert resources available to us including seminars, private consultants, and online video classes. However, it's important for you to assess an expert's expertise. Here's a newsflash: no one can be an expert in all phases and types of chiropractic practices.

Some experts (a/k/a consultants) have experience in the MD/DC/PT practice ... but don't know much about the personal injury practice. Other experts are great at building the general practice of chiropractic .... but have no experience in starting a new practice (other than their own). And, other experts can increase a straight DC's practice ... but know nothing about building a mixer practice. In other words, determine if a particular resource is an expert in what you want to accomplish in your practice. Do this by checking out his or her personal experience in practice, his or her CV, and his or her success in teaching other DCs how to achieve the same goal(s) you have. Do not choose an expert unless he or she matches your specific needs.

4. Then, follow the advice and guidance you get from your chosen expert. Make no excuses. No matter how much you want to believe in your present concepts and ideas, you must rid your mind of those that have not produced the results you want or need. Step outside of your comfort zone. Change the way you think about some things and the way you do some things. Then, motivate your staff to embrace the changes that you make within your practice.

Above all, avoid the "cement disease." Some doctors are so convinced of themselves that even when they aren't achieving their goals, they refuse to consider new ideas that don't agree with their way of thinking and doing things. They refuse to change. The minds of these doctors have turned to cement, and a cemented mind is forever stuck with no learning, no change and no growth.

There's only one thing about your practice that should never change and that is its purpose ‑‑ helping patients achieve and maintain maximum health. Business smarts dictate that a doctor will achieve practice success by staying ahead of his or her competition. To do this, you must have an open mind and be willing to change those thoughts and procedures that aren't producing the results you want or need.

Other doctors have only a semi‑cemented mind. They know they need help and they find the help. Yet, they're only willing to accept the results. Help doesn't work that way. Expert advice is a package. An expert teaches you how to reach a specific, desired end. If you accept expert help with an open mind, and are willing to make the changes it demands, your practice will grow.

Don't be stymied by the cement disease. Open your mind ... to learn, to change, and to grow. If you change your thought process from "my way" to "what's new and working in chiropractic," you'll be happy with the results.

(Dr. Peter G. Fernandez, is a 1961 Logan graduate. His practice with five staff chiropractors and 12 satellite offices, was one of the country's largest all‑referral, high income chiropractic clinics. As a practice consultant for the past 24 years, Dr. Fernandez has taught practice building techniques to nearly 15,000 DCs, and consulted in the opening of approximately 3,000 practices. Write to him at Fernandez Consulting, 10733 ‑ 57th Avenue North, Seminole, FL, 33772, call 800‑882‑4476, or e‑mail: DrPete@DrFernandez.com. Visit www.MBAchiropractic.com for free practice building newsletters.)