April 2008

More secrets to new patients

by Dr. Ogi Ressel

I'll bet that got your attention!

Why is it that nearly all the doctors I speak with are obsessed with new patients? It almost seems to be like the quest for the Holy Grail with most of them. In fact, the vast majority of DCs lament, "I ain't got no new patients," or "I want more NPs," or "I wish I had some more new ones," or "I need more new ones…" And on it goes.

Do you think I've got a pulse on it? Absolutely!

So, let's look at this closely.

There seems to be some kind of unwritten, nebulous rule out there that has everyone saddled with an insatiable hunger for new patients. New patients seem to be the focal point of just about every practice I've ever encountered. Why is that? Do they represent more income? Do they represent more fun in your practice? More excitement? More "new blood?" Is that it? Are they the gateway to more abundance, more freedom, more "stuff" and more toys you can get? I get it, I really do.

But, let me ask you what happened to the ones you had last week, or two weeks ago, or last month? Are they still with you? No?

That's the crux of this issue, isn't it?

From my perspective as a coach, the problem is not a lack of new

patients. The problem is that people leave your office when they're "done" -- like toast. And you are left feeling badly. And your practice seems to be more of a relief-type scenario rather than the wellness-children-family practice you so badly want.

Slowly you become conditioned that this is what the practice of chiropractic is really all about -- pain and strain and sore necks and

backs, rehab, orthotics, etc. Not at all what they teach at DE in Atlanta or the myriad other seminars you've been to. Your patients just don't want that type of "wellness" service. No. They want to feel better. Right? Yes, that's your experience. So you learn to survive and compromise, and get by and become a fix-it person.

The other part of the problem? You turn to practice consultants who will teach you new ways of scheming and "marketing" to get more new ones into your office -- to "prevent" the ups and downs in your practice (and there are many of those, of course, so they convince you that you need their help) and they will charge you an arm or a leg to do it. Or a percentage of your income. Or both.

But, people still leave your office. Except now you don't mind as much because now you have all these magic ways of getting more new ones.

Here you are at the Mall again, weekend after weekend, trying to harpoon as many as you can. And of course your staff just love to troll the Malls with you and say all those canned lines while they gag. So now, you troll the Malls for new patients and new staff because your present CAs clue into the fact that they have a life and you don't -- and leave.

Welcome to the hamster wheel.

Is that the dream you once had? No? I'm happy that you're being honest with yourself.

Do you want to learn the secret to new patients? Well, here it is.

The number of new patients you see is directly proportional to the level of understanding your patients have of what you do and who you are. People want to see a doctor who is absolutely the very best at being a doctor, not the best at marketing, not the best at hype, not the best at sales, not the best at "glitz and slick," and not the best at fear and pressure tactics of any sort.

That's the essence of the problem isn't it? Not only do your patients fail to understand either what you do or YOU, they don't see you as the very best. That's the key! And, the result is that they do not want your care. Period. It is an issue of WANT.

So, the question of the century is how can you have your patients and community WANT what you do? Understand this and you are on your way! And no amount of marketing, sales savvy, whining, windging, or building your most elaborate mouse trap will fix this.

If your patients totally understood and want what you do, you would drive to your office every morning and find it surrounded by a high barbed wire fence with high voltage lines on top. There would be a line a mile long of people huddled under cardboard boxes and umbrellas waiting for your doors to open. Your CAs would be dressed in designer army gear with a bazooka under one arm and a whip in the other, protecting and saving your life. You would need hot and cold running CAs at the front door beating off the crowds.

Yes, the crux of this whole issue is your focal point and you. There needs to be change.

Concentrate on providing your existing patients with excellence in care, AND make sure they understand what you do and who you are. AND make absolutely certain they see you as the very best doctor they have ever seen -- ever! If you do this, your new patient worries will be over forever.

So, instead of the marketing seminars you've been to already, consider something very different. Consider a enrolling in a program that teaches no BS, no slick, no glitz, and no sales, pressure or fear techniques of any sort. One that also teaches you to approach your patients with honor, honesty, integrity, family values, dignity, clinical excellence, research, and fun. The result will be a new you, a doctor who is seen as the very best by his or her community.

If you've truly had enough of being where you are, and want to finally live the dream practice you've always wanted, you need to change -- it will not happen any other way!

And 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.)