Your Practice Gem, by Dr. Ogi Ressel

Saturday, January 24th 2009

Warm wishes to all.

I decided to change your THOT for this week just a little. Instead of
having a quote from some famous or infamousindividual, I though
I'd give you a wonderful practice "gem":   

            "The percentage of children you see in your practice
            is a direct reflection of the level of trust your patients
            have in what you do".

Ouch!.......that hurt!

Let me repeat it:

"The percentage of children you see in your practice is a direct reflection
of the level of trust your patients have in what you do".

Notice that I did not say; "....in you", No. I said; "...in what you do". There
is a huge difference between these statements.

This is not personal and should not be considered as such.

Here's the reality of it:
Parents will put themselves through just about anything, but will not subject their
children to it.

I often speak with chiropractors who see a fair volume of patients, but not many
children and low numbers of new patients.
These doctors are warm, caring, outgoing, but complaint that they just can't get
their practice moving forward. They are "stuck".
In these cases, their personality is what often sustains their level of practice. In
simple terms - they are loved by their patients.The truth of the matter however,
is that while they are loved and feel a connection with their patients, their patients
don't entirelyTRUST what they do. Period. As a result, not many referrals are
forthcoming and few children grace their offices - but theirpatients think that these
doctors are simply wonderful.... the practice is not growing and never will - unless
something changes.
A bit of a conundrum isn't it?

Take heart, the changes I am referring to are not difficult, but they are essential.
First of all, you need to understand that most people see what we, as chiropractors,
do as bizarre and just plain "weird",but are still willing to see you as a last resort
because all else has failed.

Let's look at his for a moment:
Picture  two guys speaking over the backyard fence. One attempts to explain that
his son is doing much better with his Asthmabecause he has been seeing Dr. Joe,
the chiropractor, down the street.

The other guy is thinking; "what has cracking the back got to do with a medical
condition and breathing?"
Do you see the problem?

Ok.....now let's look at the solutions:

First:

In order to see more children and regular new patients, you need to have patients
and your community understand what you do.
Seems simple enough...
But.....you were doing this already weren't you? Weren't you?

Here is what I see:
Doctors go to semainars, learn some "glibby" new phraseology, some  canned
procedure, some new script....., fall in love with it,and decide to change their
office procedure to incorporate this new "thing" without ever thinking how this will be
seen by patients.
"How will this be perceived by the average patient? " is a question never asked!
How do people feel about what you do?
Doctors fall in love with a new procedure, or scriupt, or... , because someone on
stage promised them that they would get tonsof new patients if they adopted
 it into their practice. So they do. And it does not produce the results they were "promised".
How can that be?

Well....the truth of the matter is that most of the stuff that's "peddled" out there is
nothing more that a sales pitch to get peopleto hook up with you, to sign up with you,
to come on board, to came to your office, to get that reduced-fee exam, that special
of the week,that amazing offer of the day, that special cervical or low back exam for
50% off, that "blue plate special" you are offering.
.......And you are amazed that people don't jump and rush right over to see you.
Do you see the problem?

You are relegated to the role of a salesman - nothing more. .....And your community
picks up on it and you begin to get a certain reputation.
Not Ok!

How can you become excited about something which violates your integrity and
that of your patients?
Get real!
You need to be able to explain what you do from the patient's perspective - nothing
else will do - and that is what I teach.

Second:

In order to have a true waiting list of new patients, your community needs top see
you as the very best. Period. No exceptions!
People need to talk about you behind your back (no pun intended).
How do you know if your patients think you are the best?
Simple.

Your staff should hear these comments from a new patient who just completed
their initial visit to your office:
"That was the best exam I've ever had"
"How did Dr.......know I've been suffering with this...."
"How did the doctor know all these things about me?"
"I really feel Dr....will be able to help me"
"He was the best doctor I've ever seen"
"He/She was so thorough"
"That was the most different exam I've ever had"
"Can I schedule an appointment for my husband/wife?"
"I'll have my friend call you as soon as I get home"
"Do you think he'll have time to check my children?"

If you are not hearing these types of comments, you are not doing it and
are not there yet. 

Listen....here's the truth. People will drive miles to find a doctor who they feel
is the best and who will help them with their problemand who they trust!
That is the reality.

I know these things are true because I've been there. I would see 200 people/day,
have a waiting list of new patients seven weekslong - and I see 7/day. People
would fly in to see me from every state and province and even from overseas.
100% referral practice - and 100% cash - the only way to do it!

That is my wish for you

....and that is what I teach on the my Practice Evolution Program. My goal is to
have you evolve your practice to a different place.
To a place where you are operating from the perspective that you don't need
them, they need you.

So....if you are not thrilled with where you are and want a practice that has no
sales pitches or "closing techniques" of any sort,a practice where your can pick
and choose the patients you accept under care, a practice that is loaded with
families and children,and you are practicing with no stress, no financial worries,
in an environment which fosters honesty, sincerity, and excellence,then please
join with me. I'll teach you tools which will last for life - you'll never need to take
another progarm like this again.

Please visit the PEP website; www.practiceevolution.com and take the Practice
Health Mini Checkup on the home page.

I'll study it and call you with my suggestions.

Decide that 2005 will see a new you. No whinning, no windging, no mediocrity,
no excuses, and no prisoners. No more!
Be an abundant you.

Warmest wishes,
Dr. Ogi Ressel