August 2008

The opinion of your community

by Dr. Ogi Ressel

I need to vent a bit here. In fact, I need to shout, scream, and rage!

I need… to address the issue of your image.

Many doctors I deal with have no idea, no clue whatsoever, are totally oblivious to the fact that that their community actually sits in judgment of them. They simply can't fathom that their success in practice rests on that opinion!

Your patients do notice your mismatched shag carpet remnants and carpet stains, peeling and faded 30-year-old wallpaper, ceiling cobwebs, ancient dim-burning fluorescents, coming-of-age antique furniture (and staff), along with the duct-taped adjusting tables you were going to have re-covered 10 years ago. They hear your elevator music, see your elevator tie, elevator shoes. AND they recognize antiquated procedures, that decades-old "reactivation" system, your faded-and-barely-decipherable-from-years-of-copying clinic forms, and your second-rate attitude.

The sad part is, I could go on!

Attention doctors who aren't doing well in practice, there is a reason. In almost every instance, it's because your community sees you as either average, below average, or as some sort of huckster or marketer.

With that thought in mind, let me ask you whether as a parent you ever take your children to a doctor you consider to be just average? Or below average? Or the town huckster?

No? (There's a shock!)

If you don't do that, why are you surprised when people don't break down your door to get in to see you?

The problem is, you don't see what your community sees. You see yourself as amazing and your office as magnificent -- your castle. But, it's not important what you think. It IS important what they think.

You need to make certain your community has the utmost respect for you and thinks incredibly highly of you. People need to see your name out in the community all the time, but not in some cheap flyer offering a 50% reduction in your fees "for this week only," or some blue plate special with the chance to win a plasma TV. Or, for the poor schlep who refers two people to you, "a free check-up for the entire family." Or, that amazing Patient Appreciation Day that makes you and your staff gag. Or, or that slick newspaper ad with your picture -- you know, the one that makes you look like you just sold your first used car. That one. OR… some other entertaining ploy designed to capture that evasive and elusive new patient.

No. Your community needs to see you in the role of wellness guru, wellness coach, a leader in family health, and… an expert in the care of their children. (If you don't know how to do this, I'll teach you. Easy.)

Listen, this is so incredibly simple. People will only see you if they consider you absolutely

amazing. I've talked about this issue countless times but many doctors still don't get it.

They feel it applies to the DC down the street, not to them!

So, now I'm talking directly to you.

In order to "make it," the people in your community must see you as the best doctor they've ever seen. Ever. Nothing else counts. No amount of wishin', dreamin', hopin', marketing your brains out in slick campaigns, spending countless dollars on ads that go nowhere, building better mousetraps, etc. None of these will give you the practice you've always wanted.

The ONLY thing that counts is the image your community has of you. That's what your coaching program should teach you -- how to be the very best.

(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.)