December 2007

The bully

by Dr. Timothy Gay

We all knew one school classmate who took our lunch, called us names, caused problems for the class, and was always the center of negative attention. An individual with the ability to strike fear into the hearts of many to the point where there was a certain tolerance for his or her behavior.

This type of thing happens to us on many different levels in the course of a day.

We encounter staff members with a sense of entitlement to their jobs, even though their actions speak loudly of non‑commitment and disenchantment. There are those patients with the tendency to chronically miss their appointments for any (sometimes lame) reason. And then we experience systems that worked well in the past, falling through the cracks of incompetence.

These are just a few of the "bullies" that come into our lives. Much like the old ones, they've been permitted to camp out in the shadows of our practice either tolerated or unnoticed, but none the less culprits of practice demise. This is the same old pattern that we initially allowed by failing to stand up for ourselves, either due to fear of rejection or maybe just because we're easy going and don't like to "rock the boat."

Well, now it's time to face our bullies and confront them. If you have any doubt that what has been holding you back is an inner bully, that at some point instilled its will on you and you permitted this to happen, now is your chance to stand up for what you know to be true and right.

Are you going out and marketing your practice to businesses and other companies? Are you asking your patients to bring in family members? If you aren't, are the bullies holding you back? Are you afraid to tell the truth about the type of care that patients need? Are you shortcutting the recommendations to your patients and not talking about lifestyle changes or health awareness?

Are you training your CAs to do what's in your patients' best interest, so they learn how to do their job well and take it seriously? If you have family members working for you, are you holding them accountable as you would any employee, making them part of the team and making sure to put patient health care needs first?

What about patients who don't want to listen to your recommendations and are skeptical about your chiropractic care and procedures? Don't you think educating them and answering their questions makes more sense? What's your reason for not networking and going outside your office to give talks and share chiropractic with every human being possible? When is it the right time to do what's right for you and your practice?

You have two choices. You can stay the same or make substantial changes in the way you influence others. Great communicators and people who are willing to go outside their offices and spread the word about chiropractic have the largest practices and are the most successful. You can continue being the same way you are and live this sorry existence. Or, you can let go of your past fears and move forward to challenge the types of bullies that you have to face.

Make a point each day to establish what's going to help you manage and build your practice. Keep yourself in the position of leadership and remember that the first person you have to sell on your idea is the one you see every morning in the mirror. Without believing in yourself and the practice of chiropractic, there's a void in your ability to come from a strong position.

This is also a business that requires a united team with the common goal of being committed to patients who have to be told, with no wavering or flinching, the absolute truth as to what their needs are.

Start playing the chiropractic game to win. Strengthen your conviction and build your staff based on removing the bullies from your life. Quit standing on the sidelines allowing things to happen and not controlling your destiny. You are the captain of your destiny. Without you, our profession can't move forward. Chiropractic can't grow if the public doesn't perceive DCs as scientific and philosophical health care providers.

The answer is to unite with others because even as kids, it wasn't just one of us that overthrew the bullies, but a collective effort. Don't wait for someone else to stand up for your rights. Take care of what's holding you back no matter what it might be. Keep the faith in what you do and remember that there's no bully big enough to keep you from your goal if everyone works together.

(Timothy J. Gay, DC, a 1977 Palmer College graduate, is the founder of Ultimate Practice Systems, a chiropractic management and consulting company specializing in personalized chiropractic consulting [on the web at www.ultimatepractice.com ]. A highly respected and nationally recognized speaker, he is the author of several books, as well as numerous CD and video products for the chiropractic profession. Dr. Gay holds seminars around the country on a variety of topics and may be reached by calling 1‑866‑797‑8366, or via e‑mail at timothygaydc@ultimatepractice.com .)