October 2006

The gimmick of the month

by Dr. Peter Fernandez

During my 25 years as a consultant and my many years in practice, I've seen countless practice building gimmicks come and go, with virtually all of them failing to satisfy the DCs who bought them. I'm amazed at the number of failed gimmicks that disappear for a decade or so and then return under a different guise ‑‑ the same gimmick just presented differently. By appearing as something "new" or "modern," doctors looking for a quick and easy practice fix are lured into buying the gimmick, even doctors who've been burned by the same gimmick years before.

As an example of a reappearing gimmick, I recently had a young doctor ask me if I taught doctors how to build their practices the "modern" way or did I teach the old‑fashioned way. I asked him what he meant by the modern way. He said, "having a box at the front desk where patients pay whatever they feel is fair for the care they receive." Modern? Hardly. Successful? Absolutely not! This "pay what you want" gimmick didn't work 30 years ago, didn't work 15 years ago, and has an even slimmer chance of working today. Putting a righteous wrapper on this gimmick has given it a new appearance but its effect remains the same ‑‑ a practice full of patients and the doctor struggling to pay the bills.

There are also a number of equipment gimmicks masquerading as "modern technical advances." The manufacturers of these equipment gimmicks use professional marketing tactics to convince DCs that their product can pull practices out of the red and into the black. In reality, you'll find that most of these modern technical advances are just failed equipment gimmicks repackaged. Maybe a new bell or whistle's been added and the physical appearance redesigned, but whatever superficial changes have been made, the equipment remains pretty much what it was years before ... a failure.

Some office procedure gimmicks like the "free chicken dinner" gimmick, resurface about every dozen or so years and actually produce results, but a doctor can get the same or better results for less money by running an effective ad in the newspaper.

Regardless of whether it's an old idea repackaged or a brand new concept, gimmicks are never the solution to an unprofitable practice. Gimmicks do not build practices, doctors do ‑‑ doctors who learn, master and apply basic practice building procedures.

Vanilla chiropractic

The best way to build the practice you want is by learning, mastering and applying what I refer to as "vanilla chiropractic" ‑‑ pure, simple and effective practice building procedures that have worked consistently over the years. A DC who practices vanilla chiropractic studies and applies an excellence in patient consultation, talking examinations, report of findings, patient visit communications and health care classes. Have any of these vanilla chiropractic procedures ever gone out of favor with our profession? Never. Why? Because they aren't gimmicks but the proven and steadfast practice‑building basics that have always worked and will always work.

Gimmick junkies

So, why are some doctors staunch members of the "gimmick‑of‑the‑month" club, choosing to use gimmicks and going from one gimmick to the next? Because these DCs want to believe what the gimmick promoters want them to believe... that by purchasing or using their gimmick, it will build the practice the doctor wants.

How many people do you know who "got rich quick" because of the gimmick they bought? Exactly! Sadly, doctors who become gimmick junkies in pursuit of the magic gimmick that will build their practices, only add to their practice problems. The promoters of these practice‑building gimmicks typically lock their customers into binding and non‑refundable financial arrangements before the promotional hype fades and the doctor sees that the gimmick does NOT work. Too often, doctors are left paying for something they don't use because it didn't produce the expected results. However, the gimmick did increase something in the doctor's practice ... overhead!

Old fashioned?

Just as success never goes out of fashion, procedures that have been successfully used over the years and continue to achieve the desired results today should never be discredited as "old‑fashioned."

Imagine you wanted to enter into a major real estate transaction. Who would you turn to for advice? A young, overly enthusiastic realtor investor, or Donald Trump who has extensive knowledge and experience? There's absolutely no substitute for the wisdom gained through years of experience. That doesn't mean some things aren't better left in the past, but it takes experience to know what should be left behind and what should be continued forward. The more chiropractic practice building experience someone has, the greater his or her ability will be in differentiating between a practice building idea that works and has always worked, and yesterday's failed gimmick in a new wrapper.

If you want a more successful and more profitable practice, you're going to have to work for it. But, you have to work on the right items, in the right way and at the right time. Learn from the experts, the Donald Trumps of practice building. Learn what works and how to work smarter. The result will be a practice you look forward to coming to each day, and you'll have the time and money to enjoy a well‑balanced personal and professional life.

(Dr. Peter Fernandez, a 1961 Logan College graduate, is past president of the Florida Chiropractic Association, and past chairman of the Chiropractic Knights of the Roundtable, an organization of the world's most successful chiropractors. A practice consultant for the last 25 years, he has consulted with approximately 5,000 DCs and in the opening of more than 3,000 new practices. Dr. Fernandez can be reached by calling Fernandez Consulting, 800‑882‑4476 or via e‑mail: DrPete@DrFernandez.com. Or, visit online at www.DrFernandez.com or www.MBAchiropractic.com.)