January 2007

Being a WOW doctor

by Dr. Ogi Ressel

Fall colors always remind me that fall is a time of conclusion. A time of wind, rain, sun and the inevitable coming of winter. It makes me want to ask you some questions.

"What have you done this past year? What have you accomplished? If you were to look at your year, what would stand out in it? What milestones have you reached? How many people have you helped? How many children? How many parents see you as their doctor? How many new people have you introduced to chiropractic this year? What have you done for the profession this year? How about for your family and yourself? And, how many in your community see you as the best?"

I find many chiropractors despair that they are not achieving the goals they set for themselves at the start of the year. There seems to be this ego "thing" out there that has doctors struggling their hearts out to capture that elusive new patient ‑‑ and not asking for help. And they tell themselves that next year will be different, that this January things will change.

Let me ask you why you believe this new year would be different for you. Most DCs will do the same old things, the same old way, but expect a totally different result. I agree with the person who once pointed out that this is the definition of insanity.

Here's a concept: In order to get different results, you need to do different things. Things that are different from what you've done in the past, ideas that are fresh, new, and wanted by your community.

I can almost hear you saying, "But I do different things already! I've even hired a marketing wizard to teach me all these glitzy new marketing ploys to help me capture that elusive new patient."

I'm not referring to marketing, or selling chiropractic, or selling yourself, or building a new mouse trap, or compromising your integrity. I'm referring to learning what it takes to be the best.

What it takes to be the best doctor. What it takes to have people in your community think you're absolutely amazing, that no one even comes close to where you are. That people in your community talk about you everywhere. People actually ask if you could, possibly, please, perhaps, find the time to check their children. And people fly in to see you from other states.

I'm referring to your community seeing you as a wellness doctor. You no longer deal with sore backs and stiff necks, rehab, insurance, orthotics, etc. as you're too busy adjusting. You're a member of the Rotary or Lions club, you write a pediatric and family practice column for your local newspaper, everyone comes to hear the wonderful presentations you make at the local hotel, and your whole community has the greatest love and respect for you.

You feel all that's a dream? If you do, you truly need a life. And to start with, you need a wake up call.

Your community is waiting for you. They want to have a doctor who's the best. Not the best at marketing, not the best at hype, not the best at BS, not the best seller or closer, ‑‑ and not the best at brilliantly executed fear tactics. No. The best at being an amazing doctor. Period.

Think about this. When you're in a social situation and are asked what you do, a common answer is "I'm a Chiromumblemumble."

"A what?"

"A chiropractor."

"Oh" (another common answer).

In other words, you're an "Oh doctor." And you feel crappy when people you meet give you this type of response.

It's sad but true. Many people do feel we are "Oh doctors." While this is definitely NOT okay, let me suggest that it's absolutely within your power to change this perception...one spine at a time.

When people meet you for the first time and ask you what you do, the conversation should go something like this:

"So, what do you do?"

"I'm a chiropractor!"

And here's their answer: "WOW!!"

I want you to be not an "Oh" doctor, but a WOW doctor. You have the greatest gift in your hands. No one does what you do. No one! And the really great thing is that people want what you have. They don't want more medicine. That system is failing. They want what you do.

The only problem is they don't really know what you do. And they get mixed messages. Some see you as a clever salesperson, some believe you're a vitamin rep, some think you're a masseur. Others think you crack backs, while still other feel you're a marketing wizard, a preacher, etc. Only a few of them feel you're a fantastic doctor.

In order for you to be a WOW doctor, you must simply WOW your community. Your community must be buzzing about you. You need to have people see you as not merely okay, not fine, not an MD (mediocre doctor), not just tremendous, and not even fantastic. No. The best.

Here's the challenge: We need to become the best doctors our communities have ever seen. Ever. So good, that people are talking about us everywhere. So amazing, that patients fly in to see us from other locations. And so human, that others are simply drawn to us.

Remember, doctors, as a chiropractor, your destiny is to help as many people as you can. So, no more hoping, wishing, dreaming. Start living up to the name you've been given. You're a chiropractor.

Go out there and be the WOW doctor you were meant 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.)