October 2007

Your lucky day!

by Dr. Ogi Ressel

I feel compelled to write this because there some doctors out there who still don't get it. I want you to put on your parent hat for a moment (if you're not a parent, you can always pretend). And, I want you to imagine you are not a chiropractor.

You just saw an ad in your newspaper for a wonderful opportunity, one that's just too good to be true! The ad said that you can receive, qualify for, be given, obtain, a chance to have a complete chiropractic spinal examination with a nervoscope scan. It will include ‑‑ but not be limited to ‑‑ a physical, neurological examination, weight loss analysis, BMI analysis, gait analysis, nutritional deficiency analysis, orthotic assessment, x‑rays (if you qualify), etc. WOW! All for a simply unbelievable and unheard of (in this century) half off the regular price. Amazing! Unprecedented! Out of this world! (Well, that much it true!)

You call your spouse with an emotional tremor in your voice to tell her about this incredible offer. You then explain, with a catch in your throat, that this is just too good to be true. The fates have finally smiled down upon you. This is your moment and you can't wait! You pick up the phone with trembling hands and gingerly call for an appointment and are rewarded by being told you may come in right away ‑‑ they just had a cancellation.

Well, it's plain the planets are definitely aligned your way! And, since the offer is so good, you bring all five of your children with you as well. Why not? It's a good offer. And the amazing thing is, they have room for all of you ‑‑ something about group cancellations for today. Are you lucky!

Listen, for those of you who read these words and think this IS a great idea, get a grip. You need a life!

The toughest way of building a practice is by marketing.

You get a bunch of people to sign up with you from that wonderful mall screening you did, or that phenomenal dinner workshop, or that (fill in the blanks). Three weeks later, 90% of these people are gone. Muttering something about a back door, you line up another screening, and health fair, and workshop to capture those elusive new patients. And they still leave. But now it doesn't bother you so much anymore because you just happen to have another screening (activity, ploy, gizmo, ad, whatever,) lined up next weekend to replace the ones that got away.

Naturally, your spouse and staff absolutely love trolling the malls with you. So, now you need to double up. You troll for new patients AND for new staff ‑‑ because the present ones clue into the idea that they have a life and you don't...and leave! And, of course, your CAs are utterly wild about trying to sell you to the public and having to say all those "salesy" utterances and scripts you want them to say, even as they're gagging.

Think I've got a pulse on how it is?

Somehow, as a profession, we've been sold on the idea that we need to market for everything and to everybody. We've bought into the idea we have to market our brains off in order to capture these elusive new patients! We assume these people are stupid, so they will fall for our spiel. The problem is, there are folks who are simply not falling for it anymore.

Your numbers drop and you think you need more marketing ‑‑ bigger ads, more color, fear tactics, innovative designs. The yellow page people are brilliant. They play on your fears, and make money from them. Your consultant marketing guru comes up with yet another ploy that he or she wants you to "try." So, you do. And it still gets minimal results. You don't know where to go and who to turn to next. You're thinking, "There has to be a different way!"

There's one thing I learned long ago and that is, people want is to see the best doctor (there's a concept!). They want to see the person who's the best at being a doctor, not the best at being a marketing wizard. They want a doctor they can relate to, not someone who's all hype and glitz. They want somebody warm and genuine and who totally knows his or her "stuff."

Try this for a change: Learn to be the best doctor you've ever been. Ever!

When that happens, you won't need to "market your brains out." You will practice from the perspective that people need you, rather than the other way around.

While I'm sure I've pushed a lot of buttons here (what a surprise that is), inside of you, you simply have a knowingness that I'm right! And this principle is timeless ‑‑ it never goes out of style!

So, here's my challenge for you. Learn what it takes to be the best doctor your community has ever seen. And you'll live your dream practice.

If you have difficulty with this, please feel very welcome to call me. I'll show you.

For all others, you can always market!

(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.)