April 2008

Why did you stop educating your practice members?

by Dr. Kevin Pallis and Dr. Ed Plentz

Traveling across the country, we come across just about every type of chiropractor and every type of chiropractic office. Family practices, rehab centers, spas, MD/PT and everything in between. The one common question in all of these office settings is, "Does the doctor offer patient education?" You can tell immediately on a visceral level a doctor's intent by the presence or absence of patient education. Is this a job or is this a passion?

Experience the person at the front desk. Do you encounter a bubbly and concerned "people person," or an individual who seems bothered by the interruption of new practice members? Is the person focused on you, or your insurance card?

Chiropractors who educate their practice members are investing in their practice and their people. How many times have you heard, "If only my practice members would 'get it'?" This is a situation many DCs unknowingly and unwittingly create for themselves. How can practice members get it when their only source in chiropractic education, literature and information doesn't feel the need to educate people?

The end result is, they tell you what they want you to do -- and how quickly. This spells burnout and frustration for you and your town will never know the benefits of chiropractic care.

Many politically active people in our profession argue and lobby for insurance to cover all people in our offices. While people don't understand the paradigm known as health they are well versed in the paradigm of disease and conditions. Health to them is being free of symptoms (like the day before the heart attack, or the diagnosis of a dreaded disease).

Whether it's free (as it formerly was in Canada) or not, people still don't have any idea of chiropractic except as a last resort, adult, short-term relationship. Ask any family dentist if only adults come to his or her office. He or she will gaze at you as if you were from Mars.

DCs who have complete systems of patient education in place attract higher quality new practice members who stay, pay and bring in their families.

When you take a stand to educate your practice members, something inside of you changes. It's called your intent, or your belief about yourself and your practice. You become a leader and accept that some people will reject your educational attempts. Strong chiropractors are not deterred by rejection. In truth, in some curious way, it motivates them even further.

An example of intent would be the massage therapists who work at airports. You know, where you have a 15-minute massage sitting face down in a chair. Some therapists with intent don't even notice people walking by because they're so focused on the person they are working on. Then there are others who are just going through the motions looking at every attractive person who walks and chews gum. One creates a memorable experience, and the other is merely passing time.

Just like children who resist boundaries and responsibilities, practice members may initially balk at your education procedures. That's when you're being tested. Do you put the highest good of the practice member first, or are you not enough of a leader to stand up to temper tantrums and foot stampings of children who can't get their way? Do you have a love for people enough to withstand the heat initially to produce great long-term practice members? Or will you back down?

Think about it doctor. Some of your best practice members were a little cranky and commitment disabled when they first came to your office, remember? If you hold your ground your practice will experience a Renaissance of new people, families and -- of course -- increased income by the bucketful! When you educate your people, they not only participate with their families, they are able to educate and influence others.

DCs throughout our profession advocate the need for new practice members. You see advertisements in our profession journals that read, "Get 100 new patients while you sleep." Like the results of losing weight in your sleep, these new people will be short-term people unless they are educated.

Ask yourself this question. Where are all the people you have taken care of? If you retained only 10% of them you would have no urgent need for new practice members. You would have a predictable flow of new people because of the complete system of patient education in place.

In order to change the paradigm of chiropractic from short-term adult musculoskeletal care to chiropractic health for life, the tool for change is patient education. Make the decision to educate your practice members today. Your community, and your practice members will all thank you and ask, "Doctor, what took you so long?"

(The New Renaissance is a movement of passionate chiropractors dedicated to changing the world. The leader in patient education since 1977, the Mentor IV Coaching Program is a step-by-step navigational guide that embodies the very essence of The New Renaissance vision of healthier people creating a healthier world. Without patient education, your patients won't "get it." To learn more about The New Renaissance, contact world headquarters at 800-525-3879.)