November 2006

What patients want

by Dr. Ogi Ressel

I'm going to get right to the point. Why is it necessary for you to always need new patients? And, whatever happened to the ones you saw last week or last month? Are they still with you? No? That's the issue isn't it?

Here's what happens.

Your patients see you as a "fix‑it quick" doctor, but you fancy yourself as someone who corrects subluxations and practices a wellness approach. The problem is that your stats speak a different language. Your stats speak of an acute practice... and they are generally correct.

You also have a terrific open door policy for welcoming everyone who comes to see you. Very good! Additionally, you have a wonderful back door policy where most patients leave you when they're done ‑‑ like toast. And this whole practice "thing" is beginning to be a struggle. Not at all what you envisioned when you started, is it?

Let me help you.

One of the common mistakes that doctors make when they have a new patient in front of them is to try and "educate" that person all about chiropractic and our approach to health and wellness. We are rectal about it! We want to save the world and we try to empower that new patient in front of us to understand that passion. Big mistake!

Most patients will listen to your ramblings, nod their head in understanding and pretend that they know what you're talking about. They may even appear interested. And you get really excited at the sound of your own voice!

But, here's the real truth. These folks don't have a clue. Most people don't want to appear stupid so they agree with you when you say "...and so whenever a vertebra is subluxated in this manner, there is a compromise in the integrity of the nervous system and there is also a fixation of the spinal joints when that happens. ...And much of this can happen in children. Birth can be traumatic to the brain stem of your baby. So, it's very important that you bring your kids in here so I can check them. Do you understand?"

At this prompting, patients nod their heads feverishly! They understand! WOW! And they'll bring their children to see you! You're elated! Awesome!

The problem is, these patients just never seem to have the time to do this because the kids are in soccer, and then there are the piano lessons, and golf lessons, and Kumon math...and there is just no time! And then they state that they're feeling better, thank you, and that they'll call you whenever this should happen again!

Have I missed anything?

You need to remember that patients are NOT INTERESTED in chiropractic. There's a shock! They just couldn't care less. To us this sounds like blasphemy!

Well, lighten up. Patients are interested in one thing only ‑‑ the answer to the question, "can you help me?"

You need to realize that people are not in your office to learn about >you. No. They're in your office ‑‑ and they pay you ‑‑ so that you can learn about them. What a concept!

So, don't try to preach or teach chiropractic to your new patients on their first visit. Huge mistake! Instead, talk to them about their health and their problem. This is not about you. This is about them!

I realize that this may go against the grain because all of us have this insatiable hunger to pounce on people and tell them all about what we do and how truly magnificent chiropractic really is. The problem is that there are no new patients in your office willing to listen to your spiel. So, things must change.

Here's my challenge to you. For the whole of next week, don't tell any of your new patients anything about chiropractic at all. Don't even mention the word "chiropractic."

Talk to your patients about their body and how it's functioning or not! Speak to them about their health and see what happens. Talk to them about THEM ‑‑ not about you!

And for those who are doubtful, you'll find that I'm right.

(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.)