July 2007

Lifetime care for everyone

by Dr. Eric Plasker

Do you remember when you were first introduced to chiropractic? Can you remember how your first adjustment felt? Or how old you were when you lay prostrate on that padded table and let all of your knotted nerves and muscles and "out of place bones" be pushed back into place?

Maybe it was just a couple of years before you entered chiropractic college or maybe you were a teenager like me when you got your first taste of innate intelligence. And, now that you know the importance and value of chiropractic in your life, I'll bet the likelihood of your continuing this course of care throughout your life is good. The same can probably be said for your family. In fact, could you imagine living without chiropractic care?

Yet, what about those people who didn't learn about chiropractic until later in life or still don't know about chiropractic even today? Don't you think they might have regrets? I know some of us were fortunate enough to enjoy the full benefits of chiropractic early on (even as babies) because our parents were chiropractors and lovingly adjusted us from the moment we were born. But in my case, my schooling didn't come until I was 15 years‑old when I met Dr. Ernie Landi of Spring Valley, New York. Almost overnight, I became a lifetime "chiropractic commando" who wanted to be healthy and be my best... and I understood the importance of chiropractic in helping me to achieve that goal because Dr. Landi took the time to explain it me!

I left his office that day believing that everyone deserved to be under and benefit from chiropractic care, and I still believe that. In fact, I believe that everyone on this planet should have access to chiropractic from the time they're born until they draw their last breath! And, I know you subscribe to this, too. But how well are you communicating this concept to your patients?

Many chiropractors feel challenged in the area of communicating the value and importance of lifetime care even though they know it's true. What they don't realize is that their inadequate communication could be robbing their present and potential patients of the opportunity to participate in the biggest possibility that chiropractic can provide: a lifetime of health and wellness with their families so that they can reach their full potential!

If you're a chiropractor, then you can't be afraid of this concept! You owe it to your patients and to yourself to learn how to convey the message about lifetime care in a way that is impactful and understandable to all. Whether it takes enrolling in Toastmasters or attending a series of chiropractic seminars like the Family Practice Program offers, you must learn how to communicate this concept effectively.

With just a small amount of training, you'll find that speaking your chiropractic truth will become easier because it comes from your heart with love and is intended to create the highest health possibility for the people you care about and their families. Then observe the impact that it has not only on them, but on your practice as well!

It wasn't too long ago, that the American public only went to the dentist when a tooth had chipped, abscessed or otherwise begun to cause them some sort of intolerable pain. They perceived the profession of dentistry not as a "preventive service" but as a treatment service for acute and chronic symptoms. But because it was the biggest possibility for their patients and their profession, dentists began to educate the public about the importance of lifetime tooth care and dentistry for everyone.

Now, we know that if we take routine care of our teeth, then we might be able to avoid that root canal down the road... and it's virtually impossible to imagine our lives (or our children's) without regular visits to our dentist. It just makes sense!

Sure, there are still some people who only visit their dentists under great duress (when they've cracked a crown or discovered a cavity), but how many times do you think they'll let this happen until they finally make a commitment to lifetime dental care?

The same is true for your chiropractic profession and your patients. In fact, if you come away from reading this month's column with just one idea, it should be that lifetime care for everyone is the "Big Chiropractic Idea" for the 21st century.

How do you set the wheels in motion to create the momentum for this public awareness movement? It's really much easier than you think.

***  Keep the lifetime chiropractic concept at the core of all of your office systems and then simply build your communications procedures around it.

***  Have office procedures that support the lifetime family chiropractic care concept.

***  Have financial policies that support the lifetime family chiropractic care concept.

***  Implement marketing systems that support the lifetime family chiropractic concept.

When you have all these supports in place, you'll see your confidence in your ability to communicate the lifetime chiropractic care concept soar...and so will your practice!

(Dr. Eric Plasker, author of "The 100 Year Lifestyle," is the founder of The Family Practice coaching and training organization dedicated to helping DCs unite to lead family health care. An internationally known speaker and chiropractic educator, he is best known for rallying the chiropractic profession around the Lifetime Care for Everyone and Family Practice visions. For seminar, coaching, training, or product information, call The Family Practice toll‑free at 866‑LEAD‑DCS (532‑3327), ext. 118 or visit the Family Practice website at www.thefamilypractice.net.)