May 2009

Excuses why you don't succeed

by Dr. Ogi Ressel

Many chiropractors seem to have every possible excuse as to why they can't succeed.

A doctor once said to me (as he was going bankrupt): "You don't understand. The people in my state have no money for chiropractic care. No one wants to spend money on chiropractic."

Four weeks after attending the PEP Module I, the same doctor called me on his cell phone, from his boat on the Pacific (how cool is that?) and told me that he just bought a plane and that he doubled his practice. When I asked him if he'd moved, he answered, "No, why?" I said, "Well, you told me that no one in your state has money for chiropractic. So, you must have moved." He laughed at the absurdity of it.

Another of my favorites is this one: "My patients drop out as soon as their insurance is over."

While many doctors feel this is a real problem, I have to tell you that it's not. It's only a symptom.

Here's the problem. Patients have no idea why they're in your office. Do you think it's their fault? As far as they're concerned, that's what chiropractic is -- an insurable "treatment" of something.

And the fact that their insurance company only pays a portion of their 12 visits must mean that this is all they should require. Makes total sense to me, so why would they think otherwise? You never told them what you really do. You just went along with their perception and accepted their coverage because you were hungry and in a "state of lack." I totally get that... and they do as well!

 Here's another: "It's just my luck. I just have bad patients."

Right. No comment.

Or this one: "I can't get my patients to bring in their kids."

In a previous Chiropractic Journal column I mentioned that the percentage of children you see in your practice is directly proportional to the level of trust your patients have in what you do (ouch, that hurts!).

The level of trust isn't there because your patients don't really understand what you do. And you don't know how to explain it to them at a level they need to hear. That's it.

I've said before that if your patients really understood what you do, they would break down the doors to get in to see you. Your CAs would be in battle gear, whips in hand, beating off the crowds. There'd be a fire-breathing dragon in the moat surrounding your office, saving your life.

But the last time you checked, there was no dragon, was there? Your CAs weren't in fending off mode, were they? And, did you see any whips?

Face it. Your patients won't bring their children to see you unless they see you as an amazing doctor. If they see you as average, mediocre, ok, nice guy or gal, pretty good, even wonderful... you're starving.

Money is plentiful and so are the referrals, just not for you. You're not good enough. You don't measure up to their expectations.

Did I mention that people in your community have expectations? They absolutely do. And if you want to have your dream practice, you'd better exceed their expectations by light years -- better than any other DC in your community!

I love this excuse: "In this economy, most people can't afford chiropractic."

Don't even get me started!

How about this one: "But, I work downtown and see mainly adults who don't have kids."

And these people don't know anyone who has children, why? Because they probably live on an island and never speak to another human being.

Please, get real.

You know that everybody knows people who have children who need help. That's reality. The only reason you're not seeing them is because your patients have no idea why it's so important. And why would that be?

Well, most likely because YOU may not understand why it's important and/or haven't imparted that information to your patients.

Somehow we expect our patients to know what we do. Somehow. By osmosis would be my guess.

I see this all the time. Doctors discuss their car, their sports team, their politics, their religious activities, their wonderful life (if they have one), their amazing weekend (if they can afford one), and their golf club benefits (if they play), etc., during regular office visit with their patients. And that's how patients learn about what you do! From you (there's a concept!).

One more: "I advertise, screen at malls, have the biggest yellow page ad, and we can't seem to keep 'em. I have a bad location."

I like this one. It almost seems believable. But, that's not it either.

The most difficult point to have you grasp is the reality that people will not see someone who's mediocre or second-best. They only want a professional who's excellent at what he or she does, a doctor who's caring, honest, has integrity, and will go out of his or her way to help them and not try to sell them (people are wary of a sales pitch -- as are you!). They want a doctor who is the absolute best!

May I remind you that you have the same desire? When a patient finds a doctor who's really "the best," is there a worry about fees? Is he or she concerned that the DC's office doesn't accept insurance? Is the patient bothered by the fact that the doctor is on the 25th floor above Mario's Bakery overlooking the back alley? The answer to all these questions is a resounding NO! These things pale in significance. They're not important.

But here's the other side of this issue. If these things are important to a patient, then his or her perception of you is that you are not the best. Period.

That's the reason I write this column. I want to show you what it takes to be the very best, and how to reach and help as many children and their parents as you can. And I do this as a hobby -- I do this for fun! And I absolutely love what I do!

You see, success isn't negotiable and failure isn't excusable. You need to realize the truth that if you're not succeeding, you're not helping as many people as you originally wanted to -- and can.

I know that this month I've sprinkled the message with a lot of "tough love," but I feel very strongly about this issue. The only thing that stands in your way of success is you and the myriad excuses you come up with for failure. Believe me, there's absolutely no reason why you can't succeed. Not one.

(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.)