May 2008

That pesky trust issue

by Dr. Ogi Ressel

I know I've been pushing lots of buttons lately, but I'm on a mission and I don't plan to stop!

Let me share a truth with you that I wrote about in The Chiropractic Journal some time ago: "The percentage of children you see in your practice is a direct reflection of the level of trust your patients have in what you do."

Ouch! That hurt!

Let me repeat it: "The percentage of children you see in your practice is a direct reflection of the level of trust your patients have in what you do."

Still hurts!

The reality is, parents will put themselves through just about anything in order to get rid of some health problem they have -- even if they don't quite understand it -- but they will not subject their children to it. Hell would freeze over first! Think of this for a moment: Would you ever take your children to a doctor you didn't trust?

I often speak with chiropractors who see an "average" volume of patients, but few children and low numbers of new patients. These doctors are warm, caring, outgoing, but complain that they just can't get their practice moving forward. They're "stuck" and can't figure this out.

In these cases, their personality is what often sustains their present level of practice. In simple terms, they're liked by their patients. Yet, the truth of the matter is that while they're very much liked and feel a connection with their patients, their patients don't entirely trust what they do. Period. As a result, not many referrals are forthcoming and few children grace their offices. While their patients think these doctors are very good, their practices are not growing and never will -- unless something changes. A bit of a conundrum isn't it?

To make it easy for you, I've listed the most common indicators that trust is an issue in your office:

1. Your percentage of children is small

2. Your referrals suck (no nice way of putting it)

3. You make excuses that there are no children in your office because none of your patients have children (I like that excuse -- almost sounds plausible)

4. Patients take their children to another doctor

5. Your staff members see another doctor

6. Your patient volume is low and so is your "patient visit

average"

7. Your patients find it a bother to travel across town to see you

8. Your patients leave you when their insurance is gone

9. You have a "back door" in your office -- most people leave when they're "done," like toast!

10. Let's-make-a-deal is not a reality game show. No. It's your office procedure.

11. Lots of people missing their appointments

12. Lots of people late for their appointments

13. Lots of missed payments

14. Tons of "I have no money" excuses

15. Your office hours aren't "convenient"

Okay, you're feeling badly. I get it. That's not my purpose in writing this column. My purpose is to have you realize why you are where you are.

You need to understand that most people see what we do, as chiropractors, as bizarre and just plain "weird," but are still willing to see you as a last resort because all else has failed.

Let's look at this for a moment. Picture two guys speaking over the backyard fence. One attempts to explain that his son is doing much better with his Asthma because he's been seeing Dr. John Smith, the "chiropractor," down the street. The other fellow is thinking, "What has cracking the back got to do with a medical condition like asthma and breathing?" Do you see the problem?

Now let's look at the solutions.

First, in order to see more children and regular new patients, you need to have patients and your community totally and absolutely understand what you do. Seems simple enough, you're doing this already aren't you? Well, aren't you?

Here's what I see.

Doctors go to seminars, learn some "glibby" new phraseology, some canned procedure, some new script, fall in love with it, and decide to change their office procedure to incorporate this new "thing" into their practice without ever thinking how it will be seen by their patients.

Here's a good question: How do people really feel about what you do?

Many doctors fall in love with a new procedure, or script, or… because someone on stage at the front of the seminar room promised them they'd get tons of new patients if they adopted it into their practice. So they do. And it doesn't produce the results they were "promised."

If you ask how that can be, the truth of the matter is most of the stuff that's "peddled" out there is nothing more than a sales pitch to get people to hook up with you, to sign up with you, to come on board, to came to your office, to get that reduced-fee exam, that special of the week, that amazing offer of the day, that special cervical or low back exam for 50% off, that "blue plate special" you're offering, that freebie.

And you're amazed people don't jump up and rush right over to see you -- and bring all their children… and their relatives. After all, it is a great offer!

Do you see the problem? You're relegated to the role of a salesperson -- nothing more. Your community picks up on this and you begin to get a certain reputation (not okay!).

Time for truth. How can you become excited about something that violates your integrity and that of your patients?

In order for you have the practice you've always dreamed about, you need to be able to explain what you do in such a way that people really "get" it… from a patient's perspective, and at an eighth grade level. Nothing else will do. It's not important what you know. It's important what they know and what they take home.

Second, in order to have a true waiting list of new patients, your community needs to see you as the very best doctor out there. Period. No exceptions. People need to talk about you behind your back (no pun intended) everywhere! Your patients need to be absolutely amazed and flabbergasted by you! You must be a household name in your community, and not from the perspective of being a brilliant marketing guru.

To nail this point home, let me ask you whether your patients would be more attracted to see the very best doctor in your city or more prone to see the best marketing man. The answer is painfully obvious. The problem is that you already know the answer, but you still fall prey to all the marketing ploys out there.

So, how would you know if your patients think you are the very best? Simple. Your staff should hear these comments from a new patient who just completed their initial visit to your office:

"That was the best exam I've ever had" … "How did Dr. -- know I've been suffering with this?" … "I really feel Dr. -- will be able to help me, finally!" … "He/she was the best doctor I've ever seen" … "He/she was so thorough" … "Can I schedule an appointment for my husband/wife?" … Do you think s/he'll have time to check my children sometime this month?" … "I'll have my friend call you as soon as I get home" … Wow! How did Dr. -- know all these things about me? Do you practice magic here and voodoo on weekends or something?"

If you're not hearing these types of comments, you're not there. Period.

Listen, people will drive miles to find a doctor who they feel is the very best and will help them with their problem. When that happens, their trust in you and what you do goes through the roof.

It doesn't happen any other way. Trust is earned. That's the reality.

I know these things are true because I've had the top pediatric and family practice in North America -- and I have the T-shirt! And I never bought the concept that you need to have the lowest fees. No. One hundred percent referral practice -- the only way to do it! That is my wish for you.

My wish is to have you all evolve your practice to a different place, to a place where you're seen as the very best in your community -- no one else even comes close! Where you're operating from the perspective that people need you, you don't need them -- you are not needy!

So, if you're not thrilled with where you are and want a practice that has no sales pitches or "closing techniques" of any sort, a practice where you can pick and choose the patients you accept under care, a practice loaded with families and children, a practice where you're having a ball every day -- and you're practicing with no stress, no financial worries, in an environment that fosters honesty, sincerity, and excellence, then you need to simply decide in your heart that this is what you want. Decide that 2008 will see a new you. No whining, no windging, no mediocrity, no excuses, and no prisoners. No more!

Talk with you next time.

(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.)