September 2009

Who you are is more important than what you know

by Dr. Kevin Pallis and Dr. Ed Plentz

There you sit, watching as yet another president with his partisan political agenda rushes in to "fix" health care. It's such a predictable formula. First, the deficit -- well, not in this recession. Next, Medicare, followed by foreign policy, and then (you guessed it) socialize the health care system.

Terror is building for some DCs, literally welling up in their guts. They know that the long and short of it is they're about to be "found out." They're going to have to take a major pay cut. They're going to be relegated to… therapist pay level.

Then, there are those chiropractors who welcome the opportunity to communicate who they are. These are the purposeful, committed doctors of chiropractic who flourish inside or outside any health care system. They know what they do has value and they won't back down and join the majority of purpose-disabled DCs. The rewards for their uniqueness? A recession-proof existence, a large income, and a very loyal following.

Yet, make no mistake about it, there are a lot of smart and capable chiropractors making peanuts. Allow society to establish your reality, and you're in for a rough go of it. But, when you understand the value of what you're giving and are responsible to your practice members, you alone determine your worth. The difference of what you believe your value to be and the perception of what a third party payer believes your services are worth can be light years apart. Then, put a practice member into the mix who flips a $5.00 co-pay after his adjustment and you have a mess. Just how much commitment does $5.00 buy today?

In order to be "outside" of the system, you have to have an increased commitment and responsibility to the practice member, not the system. The more responsible and committed you are to your practice members, the more autonomy you'll have. Cash practitioners have known this for decades.

Now, we want to be clear we have no axe to grind with someone else (third party pay) taking responsibility for payment. It's just another funnel to have new practice members discover chiropractic care in your office. But don't become addicted to it and lose your connection to your patients. Our patient education systems and coaching work with insurance and non-insurance environments, and the reason is that relationships drive long-term family care.

The example we teach is hundreds -- if not thousands -- of community members in your town have insurance benefits that cover chiropractic care. They won't participate in care until you establish a relationship with them and educate them once they're in your office. Imagine having coverage and still not receiving chiropractic care!

Every time you only take care of symptoms and spare patient education you're part of the problem instead of the solution. Why will some practice members continue to come in for wellness care long after the insurance benefits run out while others with full insurance benefits won't even use chiropractic? It's the power of relationships -- use them or lose them.

There's a story from the past about a group of Assinoboine Indians from Montana. They were masterful and skillful Sioux hunters who provided well for their tribe. Along came a group of Indians not from the area, who announced they'd like to do all the tribe's hunting and fishing. The only thing they asked for in return was a few beaver pelts. They said to the Sioux tribe, imagine playing sports, resting, having family time, and all your hunting and fishing chores would be done for you. The Sioux thought the newcomers were foolish business people but agreed to try the arrangement. It was just too good to pass up.

The first hunting season went along as planned. All the meat was cut up, dried and stacked. The same with the fish they caught. Sioux tribe members were getting used to this arrangement. They quit practicing their hunting skills and stopped teaching it to the next generation. The hunters started gaining weight and became heavy on their feet. Their horses were no longer so quick and agile.

Then it came. They were summoned to talk to the newcomers. The newcomers wanted to negotiate their contracts. The Sioux tribe shouted that it was an outrage… but it was too late. They had lost their ability and will to hunt or fight so they gave in to the newcomers. Sadly, the Sioux lost their land.

You can let others tell you the value of what you do and you, too, will lose the things that matter in your life. Or, you can create your own path and your own future.

Your choice is clear.

(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.)