May 2006

Rolls Royce attention  ‑‑ to increase patient loyalty and referrals

by Dr. Peter Fernandez

Do you want a highly profitable, low stress, all‑referral practice? Would you like to attract enough new patients to fill up your practice and have enough overflow to fill up the practices of five associates? I did it and in this month's column, I'm going to show you how you can do the same.

Get your patients to love you as their doctor and they will stay with you, they will sing your praises to everyone, and they will refer more patients to you.

In the last two columns, you were given some examples of giving twice the service your patients pay for ‑‑ the "Cadillac" service. "Rolls Royce" treatment is a huge step beyond that ‑‑ it's giving extra attention.

Did you know that about 50% of your patients are coming to you not primarily to get well but because you give them the love, attention and TLC they don't get outside your office? People crave attention and the feeling of importance and are willing to pay for it. A significant number of your patients come to you because you talk to them about their kids, their jobs, their golf scores, their problems, their achievements ... the things that are important to them that perhaps nobody else pays attention to. Some of your patients may even develop a psychosomatic illness just to remain under your care. Have you ever had a patient who hurt her back shortly after you informed her that because she was doing so well you were going to reduce her visits (dismiss her, etc.)? In order to stay under your care and continue to satisfy her humanistic need to feel important, the patient subconsciously willed for "it" to happen. "It" might be another auto accident, another fall, another sprain, etc. That's how great this need for attention is!

Success in practice is 15% knowledge and 85% human relations. The human relations aspect is getting people to fall in love with you as a person and they will do that if you give them the attention they want. People crave attention and will do anything for the doctor who gives them that attention and who does it in the right way, with the right intent.

What is the Rolls Royce treatment?

Rolls Royce treatment is giving extra attention ‑‑ lots of it ‑‑ in addition to your quality service. People flock to doctors who give Rolls Royce treatment. Here's how it works. Consider the extra attention you typically receive at a fine restaurant. You can get the same steak at a cheaper restaurant but you willingly pay more for it at the restaurant where the staff gives you extra attention and makes you feel important. The key to Rolls Royce treatment is to anticipate what attention your customers or patients want and to give them plenty of it before they ask for it.

Giving the Rolls Royce treatment

Everyone is superior to you in some way. Find out how. Encourage your patients to talk about themselves and their accomplishments, no matter how minor those accomplishments may seem. It could be in growing plants, fixing cars, teaching school...actually, anything. It's up to you to find the hot button that each patient loves to talk about and then talk about it every visit.

Keep a "social profile" on each of your patients. Rolls Royce treatment requires you to have the "you" attitude. Find out what you can ask your patients that they'll enjoy answering by first asking questions like, "What's going on with you?" "What's new in your life?" "What can I do to help you?" "Tell me about your hobby." If you find out a patient likes to fish, write "fish" on his profile. Then, when he comes back in, ask him, "Been fishing lately?"

If your patient has a daughter in college, make note of it on your patient's social profile and on each visit be sure to ask her, "How's your daughter doing in college?" Something as insignificant as inquiring into something they care about, can make the difference in whether they send the rest of their family to you. Showing your patients you care enough to remember things that are important to them tells them they are important to you.

If your patient has a business nearby, be sure to stop in during lunch. Tell the patient, "I was in the area and thought I'd stop by and say hello." And, refer other patients to his or her business. Supporting your patients' business efforts is a big "I care" and is always well reciprocated. 

Be a good listener

When your patient is talking, be quiet, look directly at  her and use facial expressions or a nod of your head to tell her you understand or agree, thereby assuring her of your full attention. Giving patients your complete attention is the greatest compliment you can give.

If your patient happens to mention a different symptom, immediately examine the pain part. If the patient tells you, "It's nothing," say, "Well, it's important to me."

Listening isn't always done with your ears. Have you ever walked into a room and "felt" something was wrong, that your patient was "on a downer?" This is innate‑to‑innate communication. Without anything being asked or said, you know something isn't right with your patient. In this situation, immediately sit down and ask your patient, "What's wrong?"

You can also "listen with your hands." Chiropractic is a touching profession and our hands can easily pick up on stress, tension or rigidity in a patient. When they do, simply ask the patient, "Sam, what's going on in your life that's caused you so much stress?" Be prepared to hear the whole story and then some. This is where the Rolls Royce treatment can win you a lifetime patient. When patients know you're paying attention to them, listening to them, caring for them and are interested in what's going on in their lives, they'll stay with you forever.

"Present time" consciousness is another way to give your patients the attention they crave. When you're in the adjusting room with a patient, it's important for you to be there both physically and mentally. Don't allow your mind to wander and think about the previous patient, the next patient, what you're going to do for lunch, whether you sent in this month's car payment, etc. Discipline yourself to keep your mind focused on your present time patient. This is Rolls Royce treatment.

Satisfying and exceeding what your patients want and expect from you by providing them with Cadillac service and Rolls Royce treatment, you can keep your office filled and growing with patients who get well, stay ‑‑ and refer often.

(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.)