March 2006

The new patient attracting image

by Dr. Peter Fernandez

Part 14 -- Give 'Cadillac' service to increase your referrals

First, let me explain about "Cadillac" service. Years ago, Dale Carnegie wrote a book titled, "How To Win Friends And Influence People." A friend of his owned a small dance studio that was failing. This friend asked Mr. Carnegie if he could help him turn his dance studio into a success. Thus, the Dale Carnegie "Cadillac" service program was born. The dance studio's staff learned how to treat people like a million dollars and how to get their clients to love them, thereby getting them to buy dance lessons. The rest is history. From a little hole‑in‑the‑wall dance studio in New York, Arthur Murray's grew to cover the entire world!

How does this story relate to chiropractic? Simple. The same people who Mr. Carnegie initially trained to provide his "Cadillac" service, trained me. And I, in turn, have trained thousands of other DCs to do the same ... and they have used this knowledge to greatly increase their number of new patients. Now, you can do the same.

The successful chiropractor considers his patient's physical entity, which is the part that is sick, and his patient's psychological entity. The fact is, if you can get your patients' minds to follow you, then they will follow your plan of care to the letter, increase their referrals, and motivate your patients to sing your praises to everyone.

So what's "Cadillac" service, and how does it get the patient's mind to follow you? Quite simply, "Cadillac" service is giving your patients twice the service they are paying for. Giving your patients so much more service that they would never consider going elsewhere or referring to anyone but you.

The following is a list of some of the "Cadillac" services I gave to my patients:     

***  I established office hours that were convenient for my patients. It isn't fun for a patient to work hard all day with a backache and then have to drive like a maniac to get to your office because he knows you close promptly at 5:00. Statistics show that the busiest hours in a chiropractic practice are from 8:00 a.m. to 10:30 a.m. and from 4:00 p.m. to 7:30 p.m., because most patients prefer to come in before or after work. My office hours were from 8 a.m. to 8 p.m.

***  I had an "appointment only" office and cared enough about my patients to stay on schedule. If you don't care enough to honor your reserved time with your patients, they will feel your indifference and assume your recommendations are just as unreliable. Making patients wait is a detrimental blow to your new‑patient attracting image, and one that can easily be avoided.

***  I maintained a very strict code of cleanliness in my office. Lipstick smudges on the headpiece of your adjusting table where the patient places his or her nose never appeared. You will find that the largest, most successful practices are also the most well kept ‑‑ always tidy, clean and in immaculate condition.

***  I placed interesting, upbeat, and chiropractic‑related material in my reception room. Instead of the commonplace magazines, i.e., Sports Illustrated, Newsweek, etc., I placed a "Physician's Desk Reference," reproductions of the 1909 Sears Catalog, Bon Appetit and Gourmet magazines, and chiropractic college catalogs in my reception room. You'll be amazed at how fast they disappear, and that's okay. If you have so many patients going through your office that your reading material quickly vanishes, you are in great shape.

***  I didn't put a large desk between me and my patients in the consultation room. For too long, doctors have been sitting behind big impersonal desks that act as a barrier between the doctor and patient. I used a small round table with chairs to make my patients feel more at home. I recommend you push your desk up against the wall so you are knee‑to‑knee with your patients, eyeball‑to‑eyeball. This arrangement will make your patients feel more at ease.

***  I offered to contact my new patient's previous doctors (DCs, MDs) for their records so that I got a more comprehensive picture of my patient's condition. This act told my patients that I cared enough to go the extra mile for them.

***  I took the time to thoroughly examine my patients. As soon as you start rushing your examinations, you can bet you will soon have plenty of "free" time, because you are going to have fewer patients. Thoroughness impresses patients, and anything less depresses patients. If you are so busy that you have difficulty taking the time for thoroughness, hire an exam doctor.

***  I always telephoned my new patients after their first adjustment, and my regular in‑pain patients, to find out how they were doing, and to alleviate any of their post‑adjustment concerns. These calls will impress your patients with your "I care" attitude and will set the stage for the rest of your doctor/patient relationship.

(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.)