Anniversary Reporst, by Dr. Ogi Ressel

Wednesday, June 17th 2009

Warm hellos to everyone!

As Christie and I are streaming through the air on our way home
from teaching Module II in Minneapolis, we decided to develop this
THOT together:

Ok....let's address something which should be a non-issue.
Progress Reports...or better yet..."Anniversary" reports. For those
of you that are unfamiliar with these celebratory events...let me explain
them to you. Once a year, a patient is scheduled for a report of findings
(aka. anniversary reports) where they will be herded to have a "group"
report with other patients who have been asked to join for their own
"re-education" so that they will hopefully continue their care into the
future. The doctor will attempt to once AGAIN remind them why they are
in his office. After the doctor has finished his spiel and is content
with the fact that everyone has a new profound understanding of chiropractic
once more; he then takes each patient individually into a room where he
will go over the results of their progress exam and present them with their
next year's finances.

I have a problem with these "Anniversary reports". What a surprise!

Why is it that Doctors have to CELEBRATE the fact that a patient actually
stayed with them for a full year's worth of care?! How ridiculous is this concept?

I can just see it; Mary walks into your office....balloons are streaming
from the ceiling, music has filled the air, the cake is on the table, CA's
are clapping, and your eyes well up in tears at your sense of accomplishment.
You ACTUALLY got through to this patient! They understand Chiropractic!
None of your other patients do, so this MUST be something worth partying for!
You grapple at their leg in thankfulness and look up with child like wonder
and think, "So this is what a committed patient looks like." You've always
read about these people, but have never seen one up close before!

So...here's Mary in wonderment and awe as she comes into your office.

She is amazed that everyone is making such a big deal out of this. After
all....aren't you teaching her that this is a lifetime commitment? She
probably thinks that everyone else is doing the same thing she is - that
this is normal!

Little does she know, that as you approach your "anniversary" report spiel....
the same talk that will be given time and time again - and that many patients
will over the years complain about, not only hearing but attending - you are
shaking in your boots with nervousness and anticipation. You hope and pray
that you can "convince" her once again to commit to another year with you.

With sweaty, shaky palms you present the next schedule of care...which you
tell Mary is much less frequent because you are convinced she won't want to
be here that often anymore....regardless of her needs. You even go as far as
to train your staff on different ways to say the dollar amounts of her care so
they SOUND much less then they really are. Because, as we all know...patients
can't read the finances you have just put under their nose.

How bizarre is this!? What kind of message do you think you are presenting to
your patient?
What should be a casual and nonchalant "thing," becomes a huge ordeal!

Think about it, you spend countless number of hours and spend numerous
dollars trying to educate your patients so they UNDERSTAND that chiropractic
is a lifestyle. It's a life long dedication to the best kind of health care on the
planet. Period.

Why should the fact that they've been with you a year be a big deal?
You've just told them that everyone stays for care with you for life! Why are
you now apparently back pedaling?

Listen, here's the truth of the matter. If you educated your patients in such a
way that they totally understood what you do in the first place....you wouldn't
need to waste your time and that of your patient's every year on desperate
attempts to convince them why they should be seeing you! Your patient's
commitment and dedication to care is a direct reflection of trust and how well
you have educated them in the first place. A long "party" report isn't going to
change their understanding. If you can't explain to a patient why they need to
see you at their initial exam... I don't think your "anniversary party"
will do it either. Begging, windging, whining, and clutching onto your patients'
ankles so they can't walk out the door will not help. Besides, place yourself in
the patient's shoes for a moment; if you understood what your chiropractor
was telling you, and he/she STILL wanted to have you come into his/her office
every year for the same "talk" at inconvenient times during the day....wouldn't
you consider going elsewhere? Your patients suddenly realize this is nothing
more than a glorified sales pitch...a ploy to attempt to make them want to sign
on the dotted line for another year's worth of care. Do you think that after treating
them in this manner they would trust you enough to want to bring in their children
to you for care?

I think not.

Is this why you became a chiropractor?
You see, this is an example of practicing from the perspective that you need
patients. Your mind is set in a state of lack. Let me give you a different scenario:

How about practicing from the perspective that your patients need you!
There's a concept!
It's about having your community seeing you as the best. For when they do,
none of these celebration reports are necessary.
Makes sense?

I realize I have pushed a lot of buttons. Guess what? You're only angry because
I've hit home...a possible sore spot in your office and conscience. And that's
awesome! I just love food for thought!

You have to practice from your patients' perspective. Be respectful of their time,
and "wow" them with what you do. Or as we like to say "Stun 'em with your
knowledge and impress 'em with your footwork." It's about being a human being
with your patient and practicing from your heart. No exceptions.

When your patients can see your dedication and passion seeping through your
pores, they and their friends will be banging down your door.
Now THAT is something to celebrate!

Until our next party with cake...

Warmest wishes,
Dr. Ogi and Christie Ressel