March 2007

'We Save Lives'

by Dr. Ogi Ressel

Here you are, standing outside your office, looking at the brand‑new sign on the front window. You know the one. It says: 'We Save Lives!'

But, it doesn't quite do it for you. No. There's something missing. It's just not good enough. So you add acupuncture to what you do. There! That should do it. Right? Wrong. Still not good enough. Something's still missing.

Let's try massage therapy. That's better! Now you're feeling more complete. Right? Not really. Still not quite there. Hmm... Let's add vitamins and neutriceuticals to the mix. Now, we're talking. Yes, vitamins will surely fill that void!

And, of course, if you really want to wow your patients, your can add a tire rotation center to your office armamentarium on slow days ‑‑ and there are lots of those. I mean, people should really appreciate your efforts to wow them.

Then there are always the cookies with each adjustment, or acupuncture needle, or muscle stretch, or tire balance, or... I'm sure you can come up with your own version of some other entertaining ploy.

Lighten up!

See, here's the problem. Saving lives isn't good enough! You feel you need to add that special "something" extra to your office, whether people want it or not. Why? Because you're feeling unworthy of what you do ‑‑ and charging for it. And getting paid (there's a concept!).

Listen, there's no higher purpose than saving a life. And nothing needs to be added. Nothing! Pure and simple.

You need to know beyond a shadow of all doubt that every time you correct that subluxation, you're releasing the power of Innate that does the healing. You're saving a life. End of story.

You need to be totally okay with that concept. It IS what you do! And it's who you are.

You don't need to dilute its power. People don't cover vast distance to see you because you add vitamins or cookies to each adjustment. They see you because the sign at the front of your office says it all: WE SAVE LIVES! Period! How can you possibly better that?

So, have you ever thought about where this "unworthiness" stems from?

Consider this for a moment. I speak with doctors from all over the planet and the one theme that seems to permeate most practices is LACK.

Here's how I feel it starts.

You're in your third year, one more to go before you graduate and can finally look after your own patients. Yay! Cool! You're ready!

So, you talk with the intern ahead of you and ask him what it's like in clinic. Here's what you hear: "It's hard, few new patients, no referrals" ‑‑ LACK.

And when you get to your last year, you ask those who've just graduated ahead of you and here's what they say: "It's hard, no new patients, life is difficult, had to get a part‑time job, expenses are killing me, my family life sucks, etc." ‑‑ LACK.

Some of you reading this are thinking: "Yeah, he's right. It's hard, no new patients, little income, thinking of getting a part‑time job..."

You need to get this: You are running a preview of your coming attractions!

For those of you who've seen THE SECRET, you know that the universe will provide you with whatever you place your attention on. Well, guess what your attention's on? You're right. LACK.

This is devastating. It weakens your position in the universe. Your attention is on LACK ‑‑ on that which you don't want but continually have.

Soon, you're thinking, "This is my lot in life. I won't get anywhere else. This IS my life." Devastating!

So, in order to have a life, you begin to compromise your values. Survival takes over...and you hate it!

You begin to practice from the perspective that you need to make a buck. You start thinking more of survival than the patient in front of you ‑‑ and your patients totally read you. Your focus is a practice where you are a slave to your patients. You need your patients, they don't need you!

You add acupuncture to the services you offer, and massage therapy, and orthotics, and vitamin sales, and rehab, and even sprinkle magic for the difficult cases. "Let's‑make‑a‑deal" takes over all procedures.

Your practice doesn't really increase but now there's so much more activity that you're actually busy. Yes, busy. You've never said this before and you like the sound of it. "BUSY." Let me savor that word. "Yeah! I'm there. I'm busy!" And your CAs now repeat this mantra: "The doctor is busy!" WOW! You relish it. Cool! You've made it. Finally!

I know I've just pushed a lot of buttons. But, the sad reality is that this is what I see in at least 80% of the offices I chat with. And, it's NOT okay!

One thing you need to realize is that you are a chiropractor. You have magic in your hands. You shouldn't touch your pisiforms together because you'll probably electrocute yourself! You are connected to a higher power that does the healing. You're part of the vibrational energy of the universe.

You need to see yourself in a different role, that of healer rather than hustler ‑‑ or vitamin rep, or salesperson, or orthotic rep, etc.

When you touch people, they should feel your power. They should feed off your energy. And there's one thing you must never forget. People want what you have, they just don't know what you do.

So tell them!

Practice from the perspective that people need you, you don't need them! Think abundance in your life. Think LARGER than you dare. Concentrate on it. Feel it. Be it. The universe will provide you with that which you place your attention on.

Don't be second‑rate, for you are not. Be a WOW doctor (take a look at the January "Kids First" column). Be the doctor you've always envisioned being.

Go out there and save a bunch of people and their kids!

...and forget the cookies.

(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.)