June 2008

The power of RBAs

by Dr. CJ Mertz

Twenty years ago, I was quoted as saying, "Don't play to your schedule book, play to the level of your dreams and goals." Little did I know this message would become a principle for more than 25,000 chiropractors worldwide. Of course, those chiropractors who consistently reach their goals have learned the power of results-based actions (RBAs).

It's too easy to simply serve what's on your schedule book for today. In fact, if you don't start the day with the intent to perform differently, playing to your schedule book is all you can expect. Unfortunately, playing to your schedule book does lead to practice growth due to administrative-based actions (ABAs).

Our research has shown practices that consistently grow produce RBAs twice as often as ABAs. This means that patients scheduled for an adjustment receive something "extra." Patients scheduled for a re-exam, experience something unexpected. New patients leave your practice and want to get on their cell phone and tell a friend about what you shared with them. In other words, for every action there's an equal and positive reaction!

When you're delivering ABAs, you just feel like you're "getting through" the service rather than making something happen. This also includes your CAs, whether they're on the phone, behind the counter, or in an exam, etc. ABAs are considered the "default mode," which means they represent the lowest common denominator. Conversely, you must consciously prepare and commit to a specific action in order to create an RBA.

Gifting a patient, asking for a referral, getting a testimonial, parlaying a promotion, educating a patient, telling an emotional story, praising a patient -- all of these make up a short list of RBAs that propel you beyond your schedule book. RBAs are not comfortable to do for most people, which is why those who get past themselves are capable of producing extraordinary results for their practice and others.

While over the past decade automated software systems have revolutionized chiropractic teams and their ability to perform RBAs, most chiropractors are prisoners of the software systems -- where most of their focus is on the complications of their procedures rather than on delivering extraordinary results. Today, Atlas Chiropractic System is the superior software program, and it's also the most cost effective. Even chiropractors who have enjoyed the platinum system are switching to the Atlas Chiropractic System, because it gives them more " built-in' opportunities to generate results-based actions.

There are three battlefronts for RBAs: your front door, side door, and back door. RBAs on the front door consistently produce more new patients in your electronic schedule book. RBAs on the side door develop more committed patients who don't miss visits and who actively do their home traction and postural exercises. RBAs on the back door inspire patients to choose wellness care as a lifestyle and therefore enjoy lifetime wellness as whole families.

If you find yourself running behind, you're producing ABAs. If your team is having a hard time fitting in trainings, you're producing ABAs. If it's been difficult getting patients to attend workshops, you're producing ABAs. If missed visits are something that at times seems out of control, you're producing ABAs. If patients remain under care only as long as their insurance participates, you're producing ABAs. If patients referring really appears to be pulling teeth, even though patients are getting better, you're producing ABAs.

The teams I coach who see in excess of 300 adjustments per week (which is 50% of our client base), still find themselves producing ABAs. The difference is the ratio of ABAs to RBAs, which is what separates champions from everyone else. Remember 2:1 RBAs is the magic formula for generating predictable growth in practice. The power of RBAs is fully expressed in a purpose-driven practice. Knowing that you can change the health of an entire community is enough to inspire the changes needed inside yourself.

The Cretsingers adjust more than 1,000 per week in New Hampshire and 87% of their practice is made up of whole families. The Miners adjust over 800 per week in New Mexico and more than half of their practice is entire families. RBAs are not a good idea, they are the DNA of legends. As always, don't hesitate to call me and find out how I can be of help to you. Join me for a free Webinar by visiting www.metamorphasis.com.

(Dr. CJ Mertz is the founder and head coach of the prestigious Waiting List Practice chiropractic training organization. See the WLP 300 patient per week opportunity on the back page of this issue. For seminar tickets and information on WLP coaching services, please call The Waiting List Practice at 877-TEAM-WLP).