Internet Marketing That Works

Posted on June 23, 2010 by Edward Petty

A web site is nice, but can it really generate new patients for you?

The answer is yes! And over the years, depending on the doctor’s internet marketing efforts, we have seen more new patients calling the office because of something they read on the Internet.

You probably have a web site. It could be a templated one you subscribe to or your own customized site.

But having a site is the easy part – it’s what you do with it that counts. It is not like a phone book ad that you redesign every 12 months and then get conned into buying a larger ad by the phone book rep.

We have been studying internet marketing for many years now. It is a science and an art unto itself, with new approaches and technologies evolving monthly. But there is also an awful lot of hype. Every company has a different pitch about how their web site is better. There are new gurus being born every week. Then, at a family barbeque, your 14 year old geeky nephew says he can throw up a web site for you over his lunch as part of a school project. So, what do you do?

Because of all these things, your web site may just sit there. Maybe it catches something now and then like a fishing lure, but more likely, it is mostly ignored and has floated to the river’s edge doing nothing.

We have a solution to this.

We will be sending more info about this soon. But the short version is that someone in your office should be able to work on your Internet marketing every week. Like any marketing, it only works if it is done.

We will be introducing the Chiropractic Internet Marketing Assistant Checklist and Support Program soon. Believe me – the Basic Level will be so easy even a Caveman, or Cavewoman, can do it. (No offense intended!)

The internet is becoming more of a marketing medium for your office – and can be effectively used for generating new patients and keeping the ones you have.

The bottom line? 1-3 new patients for a few hours spent each month working on Internet marketing. Not a bad return.

Make sure you listen to our guest on this Tuesdays’ live teleclass this Tuesday, June 29th, at 12:30 Central time.

Dr. Jamie Phillips, having just given a presentation to the California Chiropractic Association, will be talking about practical steps you and your staff can immediately implement to get more new patients from the Internet.

We have known Dr. Jamie for many years and are impressed with her knowledge, savvy, service, and results. She loves marketing and chiropractic, and is effectively applying these passions to the internet.
More info on Dr. Jamie. LINK
As usual, there is no charge to our clients. The access number and phone number will be posted on your Members site and we will also send you a special reminder email. If you are not an active client, you can register here: LINK.

Looking forward to many more new patients .. and returning active patients.

5 New Marketing Projects

Posted on June 14, 2010 by Edward Petty

We have been working on some new marketing projects and are now ready to tell you about them.

They are hot, effective, and don’t cost an arm and a leg. You can do them and if you do, you will see more new patients.

They are not totally a secret, so I am going to tell you what they are. But first, I want you to know why we are doing so.

We’ve often been asked why we do what we do: Why do we consult and coach chiropractors. Why not dentists or MDs, or why consult at all? Why this line of work? Particularly since we are not chiropractors.

Well, first of all, we have consulted dentists, MDs, podiatrists, even attorneys and are not averse to doing so. We have done well with them, in fact.

Not being chiropractors gives us a distinct advantage. We are not biased to a particular technique, or so in love with our own procedures and with what worked with our patients that we can’t help another doctor work out what is uniquely best for her or him.

But the thing is, we really share the philosophy and mission of chiropractic – and the Attitude as well.

Chiropractors help people get well without the use of drugs. They promote a healthy lifestyle. Now, it should be no news to you reading this that this has always gone against Big Money. The Big Money is in disease care.

We truly feel that chiropractors are the Health Rangers and Health Champions in a world dominated by gold digging corporations that manipulate public opinion to eat badly – and buy more and more drugs.

Chiropractic, by its very nature, opposes this and has for over a 100 years.

But reviling disease care peddlers can only provide you with a short term self righteous ego boost. The real solution is not to loudly ridicule drug companies and the MD monopolies, or their bed partner, the health insurer. (But it may make you feel better, so go ahead! In fact, give ’em hell.)

The real solution is to tell your story.

Communicate loudly and continuously the benefits of chiropractic as the FIRST solution people should seek for their HEALTH.

We have seen and know the benefits of chiropractic and the chiropractic lifestyle and have seen the alternatives: sick, brainwashed people fed drugs and receiving “procedures” at great expense to our economy.

So that’s why we do this. It is a personal thing.

Now, to help you tell your story this summer, we have a number of super cool – and effective – programs which we will be presenting over the next few weeks.

1. Internet Marketing. Having a web site is no longer enough. It is what you DO with it that counts. We have put together action steps that a chiropractic assistant can follow to help get you more new patients from the Internet. (Special teleclass program with Dr. Jamie Phillips on Tuesday, June 29th. More info soon.)

2. Community Services. Since the 1980’s, screenings have always been around. We have organized our successful experiences with screenings, and other external events, to show you how to greatly increase your new patients from these events. This is a fun program.

3. Energizing Your Marketing and Your Practice. Without giving away the whole program, we have new slant on an old approach to practice marketing that has proven to generate more new patients just with your current programs. The best part: it doesn’t cost a dime!

4. Innate Marketing Secrets: How To Generate More New Patients Invisibly. This is based on study we have been doing for a while now. It is almost spooky in how it works. But it does. Stay tuned.

5. Practice Management. We will show you a powerful management tool – that the whole staff can use – that increases production and improves performance. And it is nothing new. You have it already, but for the most part, most offices just don’t use it.

It’s summer time and we want to help you get more people healthier.

Watch for more information on these programs soon.

Last Seminar/Next Seminar

Posted on May 3, 2010 by Linda

We just finished our 10 classes in 1 day seminar in Minneapolis – our “10 in 1.” From what I heard and saw, everyone had a great time. I know we did. And for my money, I think we had some of the best professionals in the country giving presentations – as well as attending!

: Dave Michel at 3Goals Seminar in Minneapolis

In addition to great presentations by Phyllis Frase on chiropractic philosophy and procedures for staff, Dave Michel on insurance, and myself on marketing and practice building, we had two guest doctors.

: Dr Tom Potisk at 3-goals Seminar in Minneapolis

One was Dr. Tom Potisk who went over how he maintained a joyful practice for 25 years in a multi-doctor setting with 2 associate doctors.

: Dr. Shane Walker at 3-goals Seminar in Minneapolis

Then, as a special guest, we were pleased to have Dr. Shane Walker who is the president of the Federation of Straight Chiropractors. He lit the room up with passion, statistics, and purpose and reminded everyone about the power of chiropractic, as well as it’s importance in society today.

So, just a reminder:

Our Milwaukee seminar is coming up soon.

Dave, Phyllis, and myself all have new material covering C.A. training, insurance and reimbursement procedures, and marketing and practice building. Our presentations are all based upon the work we do each week in offices across the country – and what we see working, and not working.

For our Milwaukee seminar, we are especially pleased to have two exceptional doctors giving presentations on Thursday, May 20th. Both are highly qualified and successful doctors that set great examples for excellence in their practice, business, and life.

We will be sending info out on them soon, but you can find out more here.

Hope to see you all in Milwaukee.

A Reason Behind Your Chiropractic Marketing

Posted on March 9, 2010 by Edward Petty

A fundamental component to marketing your chiropractic services is communicating a reason, rationale, or a purpose for why you are marketing.

For example, if a store has a SALE each month with a discount on some of their items, you might think: “So what? Just another sale.” So the department store thinks up some reason for the sale. It could be “Back-to-School” sale, a “Food Drive” sale, or a St. Patty’s Day party.

This is why many businesses over the last 15 years have used donation drives, or special causes, to help promote their services. Buy a bottle of water at Starbucks and a percentage of it goes to poor African children.

This works as long as the customer thinks it is a legitimate reason, but as soon as they find out that it is questionable, they stay away. The Starbucks Ethos Water program, for example, has been discredited for a number of reasons. First, the retail bottle goes for $1.80 but only five cents goes to African kids. The water bottles are manufactured by Pepsi and do not contain recycled materials. Plus, plastic bottles are ecological problems as they are reported not do decompose for a thousand years.

Over the Holidays, many businesses have sales and claim it is in conjunction with “Food for Families”, “Toys for Tots”, etc. These are now so numerous that one can wonder about the genuine nature of such campaigns.

But donation drives are great. They can be effective, as can any promotion. But for any promotion to be effective, it helps if there is a reason behind it that is appealing and believable to your market. You should be genuine.

We recommend that all of your marketing have a topical theme. In our marketing materials, we have many, from Organic Health Care Week (in conjunction with Earth Day), Mother’s Day coupon with flowers, Neuralgia Awareness Week, etc.

But behind all of these themes should be a more dominate reason for your marketing. The better your staff, your patients, and your community understand this reason, the more active they will be in responding to your marketing efforts.

What is the underlying reason for your marketing?

Money, of course. More new patients? Of course. But, as a doctor, what is your reason? We suggest you work this out and communicate it to your patients and staff, and even your community.

(For our clients, we have written a sample letter (Why We Promote – A Letter to Our Patients) which you may access on your Member’s web site under “New Stuff.” (need password.))

Heat Up Winter With Chiropractic Health Promotions

Posted on January 4, 2010 by Edward Petty

(Lucas County, Ohio) 2010 (it’s called twenty-ten, by the way) has started out pretty cold this side of the Rockies. Won’t get above freezing all week for many of the Midwestern states. Even Florida is below freezing in some parts.

But it is a New Year. So, let’s heat it up!

Old Mongol saying: “Ride fast, move fast, stay warm.”

Here are some chiropractic ads and other action steps you can take in your chiropractic office to heat things up:

Continue reading →

Chiropractic Marketing Tips for The Holidays And The Start of the New Year

Posted on December 2, 2009 by Edward Petty

Due to popular demand, I am posting notes from our October teleclass on marketing over the Holidays.

Teleclass Outline with Ed Petty — Notes

All marketing is broken down to:

1. Procedures. These are either special, one time events, or standard recurring. Some have the purpose of immediate results (direct marketing), some more long term (indirect marketing).

2. Motivation. Desire. Wanting to implement these procedures. (Discipline.)

3. Marketing management. Review, Planning, Implementation.

Motivation: You are listening (or reading this) so you are motivated. But you have to get others motivated as well. You have to get and stay inspired. It is Ok to be a cheerleader. What’s wrong with a little cheer? And the more you cheer.. the more you find to cheer about!

The Marketing Manager System:

Meeting weekly: Review/make plans/Implement (assign steps/dates)
Who is responsible and responsible for what
Calendar Special Promotions/Events
Checklist of Recurring Procedures/Events

Procedures: Special events/promotions

NOVEMBER

Holiday Turkeys (Care to Share) (Ham for Christmas)
Donation Programs: Shelters, Toys for Tots, Coats for Kids, Food for Families
Scheduling Patients over the Holidays. (Plan ahead so they keep up with their care.)

DECEMBER

GNO (Girls Night Out/ Shop Before You Drop)
Gift coupons
Saturday with Santa
Poinsettias (with gift coupons)
Planning, training – sharpen the saw.
Do scheduling for new year: “Flexibility Screenings” with gyms, lunch and Learns with businesses
Gifts for Allies and those who referred: Box of nuts, organic flowers, cups, pens, caps, t-shirts. Cards.

JANUARY

Lending Library: Supersize Me, Fast Food Nation, King Corn, Sugar Blues, Food Inc. End of Overeating
Workshop on Nutrition and Fitness
Annual Reactivation Program
External Workshops, Screenings, and networking

FEB

Doctor’s With A Heart Donation Program
Have a Heart – Oklahaven Children’s Chiropractic Center – link
Valentine’s Gift Coupons

MARCH

Leprechaun Appreciation Day (Kid’s Day) link

Procedures: Recurring

Community Education: Talks or Awareness Weeks

Nov: Flu
Jan Feb Food, Supplements/ Fast food Series — With a Dietitian and a trainer. February: Heart Heath- blood pressure
March: Headache Awareness Week

Communication Channels

Newsletter
Email Newsletters – NEW SERVICE FOR 2010 – We will do this for all clients on Standard Management Programs or higher.
Press Releases
Ads on other special newsletters: Chamber of Commerce, YMCA, Church Bulletins
Web site/Face Book – Fan /LinkedIn

Internal Recurring:

Morning case management meetings – (include a joke.)
Staff meetings
Patient Success Stories, Upbeat Atmosphere: Take a “vibe check”: too seriousness or pleasant can welcoming atmosphere. Where’s the party?
Spinal Care Class
Whiteboard
Brochures
Staff education
WOC (Whip out card)
Mission

Your Promise

Posted on May 19, 2009 by Edward Petty

Here in the Midwest, flowers and trees are blossoming. We have a tree in front of my office that is exploding with light pink blossoms. Baby birds are chirping.

A new crop of students are graduating and new wave of young people are getting married. (My daughter is among them! [big smile])

Promises of what can be.

Just for a moment, think about what is it that your clinic promises?

Because it does promise something, whether or not you even planned it to. Every business does. For example, driving by a Starbucks, what is promised?

One of the definitions of a brand is a “promise.” Starbucks has worked hard on perfecting and systematizing their brand and promise.

Your brand, your reputation, your image – what does it promise?

The tone of your front desk when she/he answers the phone – what is the promise?

Your report of findings – what is promised?

When your patient accounts staff talks with your patients, what is the promise?

There are a hundred little units of communication that you are constantly sending out about what your patients can expect to receive with your services. Do your messages inspire trust and confidence? Are they friendly? Do they appeal to what your patients and potential patients really want?

And do you deliver on the promise?

The word promise has a number of meanings. One of the meanings is a “stated commitment.” Another is to “show potential for future excellence.” Both apply.

You can discuss this at your next staff meeting.

It is spring. A time for new beginnings and renewal; a promise of great expectations that can be achieved.

And your gift is that you and your team have the ability to make every day a spring day, every moment a spring moment.

Are you chirping?

Chiropractic Special Promotions

Posted on July 21, 2008 by Edward Petty

What is a Special Promotion?
How often do you use them?
Why do you use them?
Are there times that you shouldn’t use them?
What is the key to their success?
Plus- 14 Questions for each promotion.
Plus- 24 examples of special promotions.

What Is a Special Promotion?

A special promotion is a promotion that is not a regular part of your standard patient marketing procedures. Every clinic should have routine and recurring procedures that serve to promote its services. This would include different forms of patient education, recommendations to patients to bring in family members for a check-up, the manner in which the phone is answered, newsletters, etc.

On occasion, however, you may want to celebrate a special event, like the anniversary of our clinic, or hold a party for all of your patients for the holidays, or take part in a community wide donation program with your patients. This is called a special promotion. They can be targeted to your entire patient base, or just a section of it. For example, you could set aside a special day for just for kids or an after hours “Girls Night Out.”.

How Often Are Special Promotions Used?
Because these promotions can be directed at select groups of patients and non patients, you could have as many as one or two per month. However, they do take up staff time to prepare properly and to execute each promotion effectively. Therefore, a special promotion every 2 to four months is usually adequate.

Why use Special Promotions?
There are a number of reasons to do special promotions. First, of course, they can generate new patients. But there are other reasons as well. For example, handing out carnations to mothers on the week before Mother’s Day is done just for the goodwill– because it is a nice thing to do. Another reason is that it can add fun for the staff by providing them with an activity outside of their usual patient services and admin duties.

Another benefit of special promotions is that it draws attention to your office. Patients and non-patients see that there are extra exciting activities occurring with your office in addition to the great service you provide. It helps create marketing “buzz,” or conversations about your office.

When Not to Use Special Promotions
If you or your staff are already stressed with extra work, major in-office changes, or have repeatedly done new patient promotions recently, do not schedule a special promotion soon. You need to build up your routine and recurring internal and external promotional procedures for a while in order to “grow” more new patients. A special promotion is like a special harvesting… you can’t pick apples off a tree more than once in a season.

Special promotions can act like an artificial boost. Often, the real energy has been built up in the office or in the community and a special promotion just “releases” it.

You may have seen other doctors trying to run a special promotion in the newspaper over and over, usually for something free. It may have worked once, and may work again, but probably not right away. Continuous “specials” poorly targeted and improperly timed will grind your other promotions down to a halt.

Preparation Is The Key
Plan ahead. At least 70%, of the work of a special promotion is in preparation. Avoid “too little too late”, a common mistake with many promotions.

Plan several special promotions for the next six months. You can always cancel them later if you have too many. You can tie them into seasons, holidays, special events, or anything that might be of particular interest to your community, to your patients, and … to you and your staff. They should be kept fun and creative. Everyone should be involved. The event should be discussed at staff meetings, and different projects delegated to different staff, even the doctors.

Different promotions can be delegated to different team members. You can give each person the option of creating their own event. In one office the Billing and Collections Coordinator took on the month of August and organized a “Flea Market” on a weekend in the clinic’s parking lot. Patients rented booths and a food vendor set up a shop, and health screenings were provided by the office. It was a resounding success.

Lastly, someone should act as the Special Promotion/Event Coordinator to help keep things organized.

14 Questions to Ask for Each Special Promotion

Why are we doing this event and how does it align with our mission
Who exactly is the special promotion for?
Is the event just internal to the office, or just external, or both?
Is the event designed to directly generate new patients, just generate good will, or both?
What does the target market get out of it? Why would they want to participate? What is in it for them?
What are we going to get out of the event? How will it benefit our clinic?
When are we going to have it?
What is the duration of the event?
What is our budget?
How are we going to promote it?
What needs to be done?
1. Before the event
2. During the event
3. After the event.
Are all of the duties listed above delegated to individual staff?
Who is the coordinator for the event?
Do they have time scheduled to prepare for the event?

Examples of Special Promotions
(I-Internal, E-External)

Senior’s Day (I&E)
Valentine’s Day (I)
National Correct Posture Month (May) (I&E)
Mother’s Day (I)
Father’s Day (I)
Kid’s Day (I&E)
Back to School Day for Kids (I&E)
Patient Appreciation Day (I)
Community Appreciation Day (E)
Open House (I&E)
Grand Opening (E)
Anniversary (I&E)
Spinal Health Care Month (I&E)
Food Drive (I&E)
Toy Drive (I&E)
Other donation drives, such as YMCA (I&E)
Christmas gifts, coupons and health certificates (I&E)
General referral coupons for friends and family members of patients
Teacher’s Appreciation Day (I&E)
Care to Share (Internal)
Doctors with a Heart
Girls Night Out (Internal/External)
Cinco de Mayo Party
Fireman Appreciation Week
Blame Someone Else Day

Example of One Doctor’s Successful Promotion

For more articles on practice development for your chiropractic office.

To learn about our Marketing Manager System.

Family Referral Procedure

Posted on July 15, 2008 by Edward Petty

A systematized procedure for generating more chiropractic patient referrals.

How many more patient referrals could you generate if you simply asked for them?

Sure, your patients refer others to you now, but how many more could you generate if you asked for them?

One of the best times to ask for referrals is at the beginning of care, just when they are starting to see some benefit. At this time, patients are excited about discovering your office and are more willing to tell others about your services.

This usually occurs between visit 3-8. After about 3 weeks, the ”newness” of the experience can wear off and the patient can settle into a routine.

One procedure that we have seen effective is talking to the patient about a “Family Check-up Plan.” We recommend that you present each patient with a “Family and Friends Guest Pass”, or “Get Acquainted Gift Certificate” for his or her family, and friends, good for a free spinal check-up as a routine procedure, usually on the 3rd visit.

Below you will find an example of a script for your chiropractic assistant, procedure notes, and an example of a gift certificate. You can edit the gift certificate and insert your office name and other information so that it is customized for your office.

SCRIPT AND PROCEDURE

Front Desk Chiropractic Assistant: After the 3rd visit, as the patient checks out, the Front Desk C.A. asks the patient:

“Did Dr. ABC mention our Family and Friends “Health Check-up Program?”

Patient: Responds.

C.A.: Explains or re-explains the program:

“Well, Dr. ABC wants to make sure that the family members of our all patients are properly checked for spinal related problems. We call it our Family Check-up Policy.

So many times he sees patients who come to us, in pain, who have spinal problems that could have been more easily corrected had we seen them sooner before they were in pain.

Now, there is no charge for this. Dr. ABC just wants to make sure your whole family is checked and healthy.

Any questions?

Patient Responds.

C.A. O.K. Here is a Gift Certificate you can give to a family member. It is good for (whatever you want to offer.) an 8-point spine and neck check-up and a consultation.
And, (smiling), as a bonus, we are offering a 15 minute massage from our massage therapist as well.

Patient Responds. That sounds pretty good.

C.A. Well, it gets better. This coupon is also good for any family member. You can even use it for a friend of yours too.

In addition, this makes you eligible for our Massage Therapy “Care To Share” Credit Program. Every person you bring in allows you to receive a credit 15 minutes free massage on your account. This is our way of thanking you for sharing the benefits of chiropractic.

Patient Responds. Wow. That’s great!

C.A. Let me go over the card with you. (C.A. goes over how to fill out the card). Now, how many do you want?

Patient. Well let’s see, my son, my sister, and her husband. That’s three.

C.A. Great. Here they are. Let me initial them and get them numbered. Now they are good for 60 days. So try to encourage them to call and make an appointment before then.

[Makes a note on a log, usually kept at the Front Desk. Ask the patient about who the gift certificates are for. Try to become familiar with the family and friends of the patient. Make a note of whom they are. In the following days, you can ask about these people again, showing interest and helping to remind the patient to bring their family and friends in for a health check-up.]

Patient. I will do it. Thanks!

NOTES:
Print the gift certificate on card stock and cut with a paper cutter. Your local copy shop can do this for you or you can in your office. The better you make the coupon, the more valuable it will be to the patient.

Only hand the gift certificate out to the patient personally. Never let them lie around or on the desk. Treat them as $100 bills.

If you miss the patient on the 3rd visit, ask them on the subsequent visit. Usually the 3rd to the 6th visit is the best time. The patient should start to benefit, and still be excited about the services he or she is receiving.

(For customizable samples in Word format, active PM&A and Marketing Manager System clients and members can go to the MMS Members web site.)

SAMPLE FAMILY & FRIEND HEALTH CHECK UP GIFT CERTIFICATE FILLED OUT.

Much more of this information can be found in the Marketing Manager System computer program.
Also, look for more free tips and tools to grow your practice. Link. Link.

Chiropractor: Are You a D.C. or a D. S.?

Posted on July 18, 2007 by Edward Petty

Whether you are a D.C. or a D.S. makes a big difference in your patient retention and patient referrals.

Many years ago we were working with a chiropractor who, while he had a great practice, couldn’t manage it worth a damn. Even so, because his patient retention and patient referrals were exceptional, he had a high volume practice.

As we worked with him to improve and expand his business structure, his volume continued to increase. This was a while back; when note taking was very simple, but I think he got up to seeing around 500 visits a week, with peak weeks over 600. We helped with marketing and associate doctors, and he continued to grow. He had all kinds of marketing programs, plenty of associates, and made a great name for chiropractic. But at the heart of his growth was a special secret he often related.

What was his secret?

Well, one of them was the way he started each case. On his initial consultation with each patient he would say:

“Before I tell you what chiropractic does, let me tell you what it doesn’t do. As doctors of chiropractic, we do not prescribe drugs. (Pause.) We also do not perform surgery. (Pause.) Lastly, we do not treat symptoms.” (Long pause.)

He would let that sink in for a few moments. He would then briefly explain what chiropractors were really after. Namely, subluxations. And while there may be other terms for this condition, from a marketing point of view, this has worked. It fixes in the mind of the patient that there is an underlying cause or a basic contributing factor that resulted in, or at least affected their current complaint(s).

Over the years of consulting, we routinely see doctors “going shallow”, treating only the superficial symptoms that patients come in with. “Hey doc., I must got a crick in my back. Can you just give me a crack here (points) and fix it?” Horror of horrors!

It is easy to focus only on the symptoms. First, it is the reason why the majority of your patients come to see you. They have pain, stiffness, or discomfort and want it fixed. Second, it is what your insurance company requires in your documentation. Third, it is the path of least resistance. Give the patient some relief and then move on. Fourth, chiropractic is usually SO effective with symptoms relatively quickly, that we often are just happy with that.

I am certainly not advocating any particularly type of treatment guideline. I am just pointing out that many successful chiropractors look for earlier traumas in their consultation and history and maybe spend just a bit more time on the general diagnostic process, if only a minute more.

This is from a marketing point of view, not from a clinical perspective. In these times of higher deductibles, you have to put the value into your service. If a patient comes to you for a pain in the “keister”, and you only address that, not only is the patient being the doctor, but also you are relegated to “therapist.”

Another doctor David and I worked with had a practice “melt down” one winter day. (By the way, we see these “melt-downs” every now and then! Too much insurance B.S., mid-life burnout, staff problems, etc. Please call us if you feel one coming on!) He was mostly a “straight” doctor, but had purchased a very inexpensive, used EMS (muscle stim.) unit for patients. One day, one of his patients came for his adjustment. He told the doctor that he didn’t want adjustments anymore, just wanted some of that electronic muscle stimulation. Our doctor blew a fuse. “Fine”, he said. “Here, take the dang machine and go home. You can have it.” And he actually gave it to him.

A bit extreme, but it was probably good to get it out of his system. The doctor was feeling that he had become only a band-aid therapist for his patients because of the therapy unit. It took a while, but we got him to see that it was not the patient’s fault. The patient simply did not understand the purpose of the doctor’s treatment program.

D.C. could be called Doctor of “Chronicity.” I was reminded of this recently by one of our clients. D.S. could be “Doctor of Symptoms.”

We suggest the following:

1. Be a D.C. Doctors who emphasize the chronic nature of the patient’s symptoms seem to have busier practices. We suggest that you should do both: definitely help patients get what they want – pain relief. But, as appropriate, work with them to get what they really need.

As a side note, some doctors can become so philosophical that they loose touch with the fact that “the Customer is King.” (In Japan, I have read they say that the “Customer is God.”) Philosophy, principles, and emphasizing the chronic nature, as indicated, is fine. So is “Wellness.” Just remember that you have to also give the patients what they want and keep them happy.

2. Integrity. Needless to say, in all things you have to call it like you see it and maintain your integrity. If there are no chronic conditions, then so be it. But at least, take the time to look. Be curious, investigate, and don’t let the insurance company or the patient’s desire for fast results compromise your clinical integrity.

3. Interest. Traumas may have occurred many years earlier, or accumulated over the years. Be genuinely interested and focused on their case. Even intense about what you discover in their exam and x-ray and how you explain it. “Would you look at this, Mrs. Jones”, pointing to a spot on the x-ray as if this was the first x-ray you had seen of this kind before. (And it is.) This will increase the patient’s confidence in you and acceptance of your treatment plan.

4. Time, Repetition, Effort. It may take time to correct the condition. It may take repetitive visits (like an orthodontist), and it will take effort on the patient’s part as well as yours.

Go over the factors of time, repetition, and effort with the patient. You can also ask the patient how long do they think it will take to correct the condition. If you have educated them on the true nature of the condition, you might be surprised to hear that they often offer a longer period of time than you were ready to present to them in your treatment program. (A very successful doctor recently reminded me of this.)

5. You Are, And Have Been, A Leader. And finally, don’t sell yourself short. As a chiropractor, you are an active member in a profession that, no doubt, has led the way in real health care over the last 100 years. Certainly, it will continue to do so in the future, provided that you stick to your guns, while always adapting to the ever-changing market.

By looking for and working to correct the long term causes of spinal related symptoms, you will inspire trust and confidence in your patients as their doctor of chiropractic, coach, and friend. As such, your patients will be loyal and refer their friends because of your care. And, as such, you will be a D.C.

Ed Petty

Observations

observations from our travels in the world of chiropractic

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