July 2007

'Enuf!'

by Dr. Ogi Ressel

I receive tons of calls, letters and e‑mails whenever my column has pushed some buttons. What a wonderful opportunity to learn what you're made of! I've learned that you can tell a lot about a person by the way he or she handles four things: a rainy day, the elderly, lost luggage, and tangled Christmas tree lights.

A number of you have asked me why I spend time writing these pieces each month when there's no money in it. Well, here's the reason: I'm on a mission (those of you who know me already will attest to this). My mission is to teach as many doctors as I can to reach as many children and their parents as they can. It's that simple! And, my goal is to have all of you help me achieve this mission.

I want chiropractors to be ultra‑successful and sought‑after leaders in the community. I want each of you to be seen as a wellness coach to your people. When that happens, our health care system will change from a symptom‑based, medical‑pharmaceutical billion dollar industry to a more perceptive, gentle and intuitive, wellness‑based approach... and it will all happen by saving one child at a time.

Can you imagine if each year you and only 1,000 other doctors like you were to save the life of just 100 children? If that figure were then to double every year, at the end of five years we could see chiropractors saving more than 25 million children yearly. Amazing!

Medicine would then be seen as "Alternative." And it all starts with you.

No chiropractor needs to be fighting for survival, that's not your destiny. Your destiny also has little to do with your face on a park bench next to your 50% special offer, or your Blue Plate offering for that amazing 40% off your chiropractic examination, orthotics, rehab, blah, blah, blah. Yet, while this column and those of others reach thousands of doctors, just a fraction of you decide to change your life.

I had a wonderful chat last week with two doctors from Europe who are flying out to North America for my program. One of them said that their perception of the North American DC is that chiropractic here is looked upon as a business and that marketing is a most important element. I totally agree with his perception. In our quest for the buck, we've forgotten how to look after the needs of our patients.

Dr. Joe Stucky, a wonderful friend from Eau Claire, Wisconsin, said this to me years ago: "Look after the needs of your patients and your needs will be taken care of." It seems that we have abandoned this philosophy!

And that is the theme of many of my columns.

Many of you are convinced that marketing is the way to go to have that elusive new patient sign up with you. I say it's not. It isn't about building a better mousetrap. It's all about providing your patients with service over and above what they expect... and no cookies please!

Listen, you need to realize that you are the star of the movie of your life. You're the writer, the director, the casting agent, and the lead character. Remember that this is your time. So, how will this movie develop? Will it have the fragrance of Being, or the smell of Decay?

A number of you look at your life and see strife, disappointment, J.O.B., stress, mediocre practice, failure, lack, worry, etc. Everywhere you look, many of you see obstacles to your success.

Henry Ford once said: "Obstacles are those frightful things you see when you take your eyes off your goal."

When did you start to focus on your "troubles" rather than your patients? Probably about the time your practice started to slide.

Take a good hard look in the mirror. What do you see? Do you see a winner? No? Do you see a healer? No?

Here's the problem. If I looked in your mirror at the same image, I'd answer "YES!" to both questions. The problem is, you've forgotten why you're here.

Think of the first time you decided to become a chiropractor. You were excited, couldn't even sleep at night. In college, you couldn't wait to get those Boards over with so you could serve all those people who were out there waiting just for you. You felt exhilarated! You were on fire!

So, what happened? Reality shocked your stuffing a bit?

Lighten up. Go back and remember your goals at the beginning. You had zest, spizz, and no obstacle was too great.

And why did it feel so good?

You were on purpose.

Then, Life happened and the worst thing is that some of you have learned to believe you'll never reach your goals. That being an amazing doctor and having the practice of your dreams is outside of your reality... and that's your biggest mistake!

Every doctor I've ever met who was on purpose and on fire was unstoppable. The word "NO" was not in his or her vocabulary.

Let me tell you why in an analogy from Dr. Wayne Dyer.

He asked (and I really want you to think about this): "Why is it that when you squeeze an orange, orange juice comes out? Why don't you ever get prune juice, or grape juice, or cactus juice when you squeeze an orange?"

A little girl in the audience answered: "That's silly. You get orange juice from an orange because that's what's inside."

Brilliant! What comes out is what's inside!

Think about this for a moment.

When you are "squeezed" and challenged a little, what comes out is what's inside ‑‑ your purpose, your passion, your love, your warmth, and your ability to be the best and most amazing doctor you've ever been.

So, my purpose in writing this column is to challenge you, to teach you, and to "squeeze" you just a little bit until the good inside, comes out. And here's the best part: You all have that ability.

Reaffirm your purpose and your mission! No excuses, no whining, and no prisoners. Enuf!

Get on with your life...

(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.)