What patients want, by Dr. Ogi Ressel

Sunday, March 8th 2009

Warm hellos to everyone,

I'm going to get right to the point...
Why is it necessary for you to always need new patients? ...And whatever
happened to the ones you saw last week or last month? Are they still with
you? No? See....that is the issue isn't it?

Here is what happens:
Your patients see you as a "fix-it quick" doctor, but you fancy yourself as
someone who corrects subluxations and practices a Wellness approach.
The problem is that your stats speak a different language. Your stats speak
of an acute practice...and they are generally correct. You also have a wonderful
open door policy where you welcome everyone who comes to see you. Terrific!
You also have a wonderful back door policy where most patients leave you when
they are done - like toast.

And this whole practice "thing" is beginning to be a struggle - not at all what
you envisioned when you started, is it?

Let me help you:
One of the common mistakes that doctors make is when they have a new
patient in front of them is to try and "educate" that person all about Chiropractic
and our approach to Health and Wellness. Big mistake! Most patients will
listen to your ramblings, nod their head in understanding and pretend that
they know what you are talking about.

They may even appear interested. ...And you get really excited at the sound
of your own voice!

Here's the real truth. They don't have a clue. Most people do not want to
appear stupid and so they agree with you when you say ".....and so
whenever a vertebra is subluxated in this manner, there is a compromise
in the integrity of the nervous system and there is also a fixation of the
spinal joints when that happens. ....And much of this can happen in children -
birth can be traumatic to the brain stem of your baby. So it is very important
that you bring your kids in here so I can check them. Do you understand?"
The patient is nodding her head feverishly! She understands! WOW! And she
will bring her children to see you! You are elated! Awesome!

The problem is that she just never seems to have to time to do this because
the kids are in soccer, and then there are the piano lessons, and golf lessons,
and Kumon math....and there is just no time! And then she states that she
is feeling better, thank you, and that she'll call you whenever this should
happen again!

Have I missed anything?

You need to remember that patients are NOT INTERESTED in Chiropractic.
Shock of shocks!!!!
They couldn't care less! To us this sounds like blasphemy!
Lighten up!

They are interested in one thing only - the answer to this question:
"CAN YOU HELP ME?"

You see, people are not in your office to learn about you. No.
They are in your office, and they pay you, so that you can learn about them.
What a concept!
So...don't try to teach your new patient about Chiropractic on their first visit.
Huge mistake!

Instead, talk to them about their health and their problem. This is not about you!
This is about them!

I realize that this may go against the grain. And that all of us have this
insatiable hunger to pounce on people and tell them all about what we
do an dhow truly magnificent Chiropractic really is. The problem is that
there are no patients in your office that are willing to listen to your spiel.
So....things must change.

Here's my challenge to you. For the next week, don't tell any of your new
patients anything about Chiropractic at all. Don't even mention the word
"Chiropractic". 

Talk to your patients about their body and health instead and see what happens.
...And for those who are doubtful, you'll find that I'm right!

And if you still have not done this, I suggest that you visit my website
(www.practiceevolution.com) and click on the Practice Health Mini-Check up button. 

Complete all the fields from your heart and click on the Submit button at the end.
I'll study your answers and see what challenges you are facing in your practice and
what monsters are hiding in your closet or under your bed that you may not even
be aware of!  We'll have a great chat on the phone and I'll give you some
suggestions and advice you can implement right away.
We'll simply de-monster your office!

Warmest wishes to all of you,
Dr. Ogi Ressel