March 2007

What does your neon sign say?

by Dr. Eric Plasker

When it comes to attracting new patients, we all know how effective advertising can be. Office location and the visibility of signs can be critical, too. Yet, I'm willing to bet there's one kind of sign you haven't even stopped to consider, although it's the most important.

You know the one I'm talking about. It's the subconscious sign that hangs above your head, sending subliminal messages to your patients every time you meet with them for a consultation or an adjustment. It's the one that colorfully blinks when you give your chiropractic report of findings, and lets your patients know whether you're sincerely committed to their well being or just looking at them as a meal ticket. It's the neon sign you carry with you whenever you do a screening, give a lecture, or meet and greet somebody on the street.

What do you think your neon sign is saying above your head right now? If you're attracting a lot of new patients in your practice who are accepting your care and following your recommendations (paying you and referring like crazy), then it's probably saying you're a committed chiropractor who cares about your patients and their families. It's probably sending a signal that you want to do all you can to make a difference in each of your patient's lives.

If, on the other hand you're not getting many new patients, and they aren't following through on your recommendations or accepting your care... then your neon sign is probably relaying a message that you're a practitioner who's more concerned about yourself. It could even be sending a message that maybe you're more preoccupied with paying your debts, getting through the day, or just looking good than you are about your patients and their health.

Here's an exercise I'd like you to do that can help you evaluate exactly how people perceive you. Try looking at yourself through your patients' eyes. What do you see? What message does your neon sign give?

If your sign says, "When you're in my office, I'm 100% committed to you and your care," then congratulations, you're on the right track. But, if the reality is that you're not creating the results in your practice you really want and need, it's probably time to hang out a new neon sign. Then the question arises of how you'll manifest your new message.

It's easier than you think. If your message sign is repelling people, it's usually because your focus isn't in the right place. You're more concerned with you than you are with your vision and serving your patients on a moment‑to‑moment basis. Do an honest assessment and ask yourself whether you're really focused in the present when you're with patients or if you're thinking about the next person who just walked through the door or the conference call you need to prepare for in 30 minutes.

After doing this honest evaluation, if you find that you really don't like what your neon sign is saying, then it's time to flip the switch to a new chiropractic service sign. It's time to flip your switch to say, "My only commitment in this moment is to caring about you and your family's health and well‑being." It's time to flip your switch to becoming committed to making a difference.

When you make this conversion, you'll be amazed at how differently people begin to respond to you. One of our clients recently called me to say he'd flipped his switch and has become committed to giving a magic visit every time to every patient. He told me that he'd made it a daily ritual, as he went into the office and flipped the light switches on, to check his own internal switch. On one particular day, he shared with me that he'd looked at his appointment book and noticed there weren't any new patients scheduled but his "commitment switch" stayed in the "ON" position.

By the end of the day, he was happy to report he'd consulted with two new walk‑in patients and actually reactivated an old one. Interestingly, all three had committed to intensive treatment plans that mirrored the commitment he was making to them with his 100% focus and attention on their health and well‑being. Now he's experiencing record volume in his practice. If you flip your switch, you can too!

I believe many chiropractors fear flipping their switch and turning on their own power because they're afraid of what might happen. They're unsure of the results it will bring. But, let me assure you, that once you've done it, you'll never want to go back to the old way of doing things.

Almost without exception, DCs around the world are discovering that delivering chiropractic care that focuses moment‑to‑moment on the patient actually simplifies their lives. And, they get the same kind of commitment from their patients that they put forward.

Flip your switch and keep it on permanently. You ‑‑ and your patients ‑‑ will be glad you did.

(Dr. Eric Plasker is a licensed chiropractor and founder of The Family Practice chiropractic coaching and training organization, which provides all the systems, tools and support to build a highly successful and profitable family practice. An internationally known speaker and educator, he is best known for rallying the chiropractic profession around the LCfE [Lifetime Care For Everyone] and Family Practice visions. For a seminar schedule, 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)