March 2006

The secret to new patients

by Dr. Ogi Ressel

I'll bet that got your attention!

Why is it that most DCs I speak with are obsessed with new patients? It almost seems to be like the quest for the Holy Grail with most.

The vast majority of doctors lament, "I don't have enough new patients," or "I want more new patients," or "I wish I had some more" ("Please sir, can I have some more?"). They even make deals with God: "I'll be really good if you only provide me with all the new patients I need." And on it goes, ad nauseum.

So, let's look closely at this obsession.

There seems to be some kind of unwritten, nebulous rule out there that has every doctor saddled with an insatiable hunger for new patients. New patients seem to be the focal point of just about every practice and office I've encountered. Why is that?

Do they represent more income? Do they represent more fun in your practice? More excitement? More "new blood?" That new BMW? Is that it?

But, let me ask you this. Whatever happened to the patients you had last week, or two weeks ago, or last month? Are you just as obsessed with them today as you were when they first came to see you? Are they still exciting to you? And my favorite question, are they still with you? No?

That's the crux of this issue, isn't it?

From my coach's perspective, the problem isn't a lack of new patients. The problem is that people leave your office when they're "done" ‑‑ like toast. Worse still, they just leave.

You have a wonderful open door policy at the front. You welcome everyone who comes to see you. You also have a wonderful back door policy. Most of the patients who come to see you eventually leave your care ‑‑ leaving you feeling badly. Your practice is beginning to take on a more relief‑type approach than the correction of subluxation you so want so much. Slowly, as you become conditioned and learn that this is what practice is really all about ‑‑ aches and pains, rehab, and insurance hassles ‑‑ you learn to survive, to compromise, and just get by.

And here's the other part of the problem.

You decide your problem is really simply a lack of new patients, that you just need a horde of fresh new ones each month. So, you turn to some marketing guru who will teach you new ways of "marketing" to get all these new ones into your office, all the while charging you an arm or a leg to do it. Or a percentage of your income. Or both.

Yet, people still leave your office. But now you don't mind as much because you have all these magic ways of getting new ones. Welcome to the hamster wheel.

Is that the dream you once had? No? I'm happy to hear that you're honest with yourself.

You want to learn the secret to new patients? Here it is: The number of new patients and children you see is directly proportional to the level of trust and understanding your patients have of what you do and who you are. As Christopher Kent would say; "What a concept!"

Let me repeat this so you get it loud and clear: The number of new patients and children you see is directly proportional to the level of trust and understanding your patients have of what you do and who you are.

That's the essence of the problem isn't it? Your patients don't trust and understand what you do. And they don't understand you.

Think about this for a moment: There is no sane mom out there who would bring her child to see you unless she trusted you implicitly and understood what you do.

Once your patients trust and understand what you do, the scenario is very different. You need hot and cold running CAs at the front door, armed with bazookas, to beat off the crowds!

So, the crux of this whole issue is your focal point. It needs to change. Concentrate on providing your existing patients with the most amazing care they have ever experienced. Ever! And make certain they understand what you do and who you are.

If you do that, your new patient worries are over. Forever. And no gimmicks or marketing wizardry is needed!

You'll be the doctor you've always wanted to be.

(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.)