June 2009

Your magic

by Dr. Ogi Ressel

Everyone's talking about the economy and how bad it is and how patients don't have money -- and you don't either -- and doctors lament about their practices dropping off, no children, etc.

Listening to all the media hype and the Doom Sayers has everybody convinced that there's a shortage of patients everywhere. "Woe-is-me" seems to be the mantra. And if you aren't doing well, it's very easy to find solace in the fact everyone else is doing poorly, too -- and that almost makes it okay.

Well, let me tell you that it's not.

Did the number of people who aren't well suddenly decline? Is everyone suddenly better and that's why they don't need to see you? Or, could it be because they have no idea what you do and don't entirely trust you?

Is it possible you've attended so many marketing seminars and are so slick and "salesy" that it pushes people away from you? Or are they seeing other chiropractors instead of you because they consider you to be just average? I know I'm pushing buttons here but these questions are valid.

And for those who are sure the economy's at fault, I have to say I really haven't seen any signs of a "bad economy" -- restaurants are full, people are driving expensive cars, golf courses are packed, as are Mall parking lots.

Doctors are writing to tell me they're doing very well. People are referring, bringing in their children, neighbors, friends, etc. In most cases they're paying in advance, and all this with hardly any marketing at all. Chiropractors are reaching their goals and having an absolute blast breaking down all their barriers!

One DC wrote, "What economy? I love this economy!" Another said, "I just love being a Wellness DC!" And another, "I am feeling my passion for chiropractic return!" (WOW! That's exciting!)

Yet another doctor said, "I am really proud of my achievements!"

Still another, "Practice is fun now. We have a great time and laugh more!" (Fantastic!) And one more: "I've had more joy going to the office and having a more positive focus in every aspect of my life!"

All of this is just so amazing!

And why is it that these doctors so excited about life again? And busy? And in this economy?

You might be surprised to learn that their communities see them as amazing, as the very best. I've been trying to tell you this for a long time now. You need to start listening.

It's abundantly clear that many doctors are still looking for that magic bullet. Are you one of them? Are you convinced that (somewhere "out there") there's an amazing gizmo, a better mousetrap, a fitting phrase, a magical procedure that will (somehow) transform mere mortal earthlings into model, lifetime chiropractic patients who refer everyone they meet, never miss their appointment, pay on time, and sing your praises?

At the risk of bursting THAT bubble, I have to tell you there are no such things! There's no magical wizardry, no magic powder, no voodoo of any kind that will create your dream practice.

If you're disappointed, there IS a certain magic that will help, and it comes from you, from your heart. It bubbles up from that inner well that all of you have inside. It comes from caring. It comes from loving. It comes from that warmth you carry with you. In fact, it's written all over your face in the dimples of your smile and the crinkles of your eyes. It's in your laughter and antics as you have fun with your patients day-to-day.

This magic is in your touch when you hold hands with an elderly patient, and drips from your fingers as you gently palpate a baby.

It's in your thumbs as they wipe a tear from a mother's eyes, in your palms as you hold a patient's face in your hands, in your touch every time you gently caress a spine.

This magic isn't hidden in orthotics. It doesn't live under the rehab machine, or the traction unit, or your slick pre-report or pre-consult video, or inside your Blue Plate Special.

This magic IS you.

Your patients love the person you are. They love your commitment, your dedication, your passion and your warmth. And all you need to do is be you! You need to be that wonderful and astounding person who looks at you from the mirror each morning. That fantabulous individual who's locked inside the doctor. That fun spirit just waiting to be free -- if you let it.

Realize that your patients don't refer their friends and family to you because of the way you make their sphincters fibrillate in excitement when you take their blood pressure... or their muscles quiver when you use that pinwheel over their arms... or their eyelashes flutter as you palpate their cervical spine. No! They refer their friends and family because you're a wonderful, caring, and amazing human being. Because you're the best!

So, with the help of your staff, think of ways to make every visit a memorable experience for your patients. Have a ball with the children who see you. At the risk of looking "unprofessional," have them see you as a total nut. Give out "attitude adjustments" freely to everybody (butterscotch candies at the front desk for all those who aren't having a good day) and watch the faces. Your imagination is your limit!

There are uncountable ways of being an amazing human being to your patients -- not a doctor, a human being. And for those of you who are a bit challenged in the imagination department, and are having difficulty understanding what I'm referring to, please e-mail me or call me. I'll get you started on the right track!

The bottom line is, get out there and have fun with your patients. Be YOU! After all, this is your life, so please forget the magic bullets and start living it!

(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.)