May 2009

What's your most valuable asset?

by Dr. Kevin Pallis and Dr. Ed Plentz

When we ask this question at our seminars, we often get looks of amusement, bewilderment, or just a deer-in-the- headlights look. Most DCs either fail or refuse to recognize that their most valuable asset is patient relationships. It isn't their technique, their location, which school they graduated from, etc. It's their ability to make trusting relationships with their practice members. Once you make a bond of trust with your practice members, price, recommendations and referrals all fall into place.

Most doctors are stunned at first with the simplicity of the concept. But after reflecting on their practices, they begin to fall into alignment with the idea. Practice members will show you full commitment when they trust you. Without a bond of trust -- or what we call "an emotional connection" -- you'll get a lukewarm effort even from the most passionate people. They give their full commitment to the ADHD specialist, night school, their kids' sports, just not to you. The result of a lack of trust is skepticism, negativity, rhetorical questions ("does insurance cover it?" "when do I have to stop coming?" etc.), lack of compliance, and a general malaise when it comes to paying.

The astute reader may wonder which course in chiropractic college covered "the emotional connection." Was it palpation, differential diagnosis, or musculoskeletal 101? The answer is none of these. The ability to make emotional connections is contextual. You went to school to learn the content of being a chiropractor, not the context of being a successful DC. The penalty you pay for not having this ability is sales, tactics, year-end plans, etc. When you have a great relationship with your people, they give you permission to educate them. Education and communication are superior to sales for one reason: return business.

While you might be able to get a person to agree to a year-end plan, ask yourself how you feel making a long-term commitment without all the facts. Gyms are famous for this. Why not make a relationship and educate your patients and let them decide? The power in being a chiropractor comes from being a trusted adviser, not a salesperson. When you teach your people, they become responsible for the "new" concept called chiropractic. They're proud of their choice, eagerly include their families -- and refer. They're enthusiastic and excited about you, your office and chiropractic. They make it a lifestyle of health instead of a pinch hit to temporarily get out of a problem.

If you've enjoyed our writings over the years you might ask why it is that more DCs don't learn this skill. The answer is because they (like all people) have a fatal attraction to searching for childlike, simplistic solutions to complex problems. Like all skills, you have to put in (gulp) time. Successful DCs know there are no shortcuts. You must work on your relationship-building skills all the time. Having this skill puts you at a huge advantage in your office, at home and in the world at large. People are so much more enjoyable, fun and exciting when you understand where they're coming from and they respect you for the same reason.

Watch mastery of communication skills in action.

One DC has a large practice, very few problems with practice members and no problem whatsoever with external factors like economic climate, insurance coverage, etc. The practice is hugely profitable, fun and very low stress. The DC right across the street endures a life full of struggle, and seems to be in conflict with everyone -- spouse, kids, staff and patients. He or she graduated from the same college. What's the difference? It's in the first doctor's ability to make relationships.

Relationship-making ability gives DCs the peace of mind to know they'll be wildly successful in any economy. It gives them the security of knowing where their next new patient is coming from and that they'll stay, pay and refer.

Vacations that used to be worrisome events now happen for longer periods of time and more frequently. Most doctors learn not to have coverage DCs. Their great relationships with their practice members result in people who just can't get in line quick enough when the "doc" gets back from vacation. Ditto when DCs are pregnant. Patients gladly rearrange their schedules to fit their respected (and expecting) DC.

The choice is yours. You can go through your practice life missing out on the profit, the security, the connection, the commitment and the passion... or you can choose to develop this developable skill. The people in your community await your choice.

(The New Renaissance is a movement of passionate chiropractors dedicated to changing the world. The leader in patient education since 1977, the Mentor IV Coaching Program is a step-by-step navigational guide that embodies the very essence of The New Renaissance vision of healthier people creating a healthier world. Without patient education, your patients won't "get it." To learn more about The New Renaissance, contact world headquarters at 800-525-3879.)