June 2006

Why scripting develops a volume practice

by Dr. Greg Loman

Ten years ago, when I was on my journey to 1,500 ppv/week, I was scheduled to speak at a pediatric seminar with five other very powerful speakers. The person introducing me made a profound statement that I'll never forget. He said that all high‑volume chiropractors seem to have an answer for everything. At first I thought that it meant we were know‑it‑alls.

Then it became very clear to me what he was saying. He was pointing out the fact that we take the time to prepare for every question that could be thrown at us. He understood how DCs are relentless in striving to allow our patients to make the proper decisions on care and follow through with that care. This would be the definition of scripting.

The biggest misunderstanding about scripting is that the person speaking is a robot. This kind of thinking will change when we realize that scripting is actually a way of communicating all the information necessary to bring a patient to a conclusion with as few obstacles as possible. This makes it easy for the patient to make the proper decision for his or her health. Scripting reflects the reality that it's better to give patients' answers to their questions through education ‑‑ before they ask them!

The scripting we've produced for doctors and CAs was created by taking all the questions over the years and forming a powerful communication tool. This tool allows chiropractors to get information to patients so they'll sit through the doctor's report with their spouses. This results in the greatest conversion rate that we've been able to figure out at this point. The ultimate goal is to get the patient to say "I do" and schedule his or her spouse to get checked.

With even moderate success, our scripting allows us to experience a conversion rate of 80% at the doctor's report, with a total of 65‑70 % from the point of day one. Many times you'll lose people during day one or day two who never make it to the doctor's report.

An unscripted office has no way of establishing what area of the practice needs attention, and thus no way of determining the most critical areas for training. Team training should be an overview of CA and doctor scripting for days one, two, and three. Walk through the office and have one team member be the patient while the rest of the team watches. If you only have one or two team members to evaluate, then you should be evaluating yourself or bringing in your spouse or child to be the patient.

TRAIN, TRAIN, TRAIN. With proper scripting and dedicated training, you increase your professionalism and referrals automatically happen.

If you're unsure of the power of scripting, walk into any Ritz Carlton hotel across the country and you'll become convinced of its power. They're masters of it.

(Dr. Ben Lerner and Dr. Greg Loman are co‑authors of chiropractic's first New York Times best‑selling book, "One Minute Wellness: The Health and Happiness System That Never Fails." They are founding partners of Teach the World about Chiropractic.)