Being The Best, by Dr. Ogi Ressel

Sunday, April 12th 2009

Warm hellos to everyone,

Being the best.
Period.

This is a very difficult topic to write about. It is associated with much emotion, 
self-validation, normal every-day excuses, bristling prejudices, and a plethora
of other spectra of being a chiropractor.
....and yet it is on everyone's mind.

Let me give you an example:

Picture two down-hill skiers for a moment: Both practice 8 hours/day, 24/7
for years just so they can compete in the Olympics - talk about dedication,
commitment and passion.

On the day of the Big Event, one makes the run down the course to the finish
line in 3 min and 58.4 seconds. The other makes it down in 3 min, and 57.8
seconds - a negligible difference.
To the average Earthling, hardly a difference. Or is it?

The truth of the matter is that the second skier came in First and got the Gold
medal and the first skier came in second for a Silver.

"But there was hardly a difference between the two, they are just as good,"
you say. You are correct. They are probably just as good. Perhaps the first one
got a bit of a slower start, or took a wider turn, or didn't have his "wheaties" for
breakfast that day, or was a bit too nervous, or lost his focus for a moment.
Whatever. The list of excuses, realizations, and rationalizations can be infinite. 

But, the inescapable truth that stands in the face of all of these excuses is that
the first skier came second. Period. Anyway you slice and dice it, that is the truth.

The other side of the coin is that the second skier came in first, got the Gold,
and is now proclaimed to the World as the best. No excuses for this one.
None are needed!

Like it or not, the second skier is now bestowed with scholarships, bursaries, gifts,
he now represents Nike, is a spokesperson for Head, or Rossignol, etc. He can
open his own racing school, can model next to Porche, be a spokesperson for
BMW, etc. Doors are open everywhere.

Two weeks after the Event, if you asked anyone who came in second for the Silver,
here is what you may hear: "I can't remember" or, "I just can't think of his name"
or "was there a second?"

The brutal reality is that, as a population, we are concerned only about the best.
Number one.
Numero uno. Those who are second-best are thrown by the wayside.

Nowhere is this more evident than in Health Care.

Consider this from a different perspective - you being a parent. Place yourself in
the shoes of a parent who has two little munchkins.

When looking for a doctor - a chiropractor - who would you like to see?
What kind of a doctor would you entrust with the health of your children? Or your wife?
Or yourself? Or your relatives? Or your neighbours?
Would your chosen doctor be the type you would trust implicitly?
Would he be dedicated to his art?
Would he be committed to you and your loved ones? Would you like to see
passion in his eyes?
Would he be a really good person? Would he be understanding? Empathetic?
Honourable?
Honest? (there is a concept), Be able to relate to your munchkins? And how
would you feel about him?
Would you expound his virtues to your friends? Would he hold that esteemed
place in your heart because he was able to get you out of pain in one-two visits? No?
Would you consider him to be the very best you have ever encountered?
I think so.

Here is the flip side:
Or would you feel that he is only "good enough" for the acute episode?
....and you reserve your families' Wellness care for the fellow who is the best
and who you trust.
Would you feel uneasy bringing your children to see him? Would you make
some lame excuse why this is not possible? Blame it on your wife who is not a patient?
Would you feel uncomfortable with his tacky marketing campaign?
Or his telemarketing? Or his garish yellow page ad - yes, the one where he
and his staff look like they sell used cars when things are slow? Or his "confession"
to his town - and everyone else's?
Would you tend to see him as a bit of a hustler? Someone who is "OK" but not
really good enough for your family and friends.
Would you feel comfortable referring others to him?
Some cutting thoughts....

These are some of the things that your patients look for in a doctor - or not.

I talk with so many chiropractors on a daily basis who wonder why they are not busy.
Why they are not seeing the children of their patients. Why they are not getting
their patients to refer.  Why they are not getting paid. Why patients leave them
as soon as their insurance runs out. Why they are not building their brand new
office and the shmuck down the street is.

You see, it is a matter of perception - what your patients perceive, i.e.., what
they think of you and the service you provide.

Do they see a first-class doctor, or do they see someone who is second best
and doesn't quite measure up? Think about it. Would you entrust your health
to someone who you consider th be second best?
Would you?

Your patients and community are no different. They want the best. ...and they
will pay extra to get it.

Some unsettling thoughts.....
Take heart though. There is a solution.
You need to become the best that you can be. Period.
Will it be easy? Probably not.
It will require effort.
Will it be worth it?
A resounding YES!
...and the effects will last a life-time!

Being the best - there is no substitute.
That is what I teach.

Warmest wishes,
Dr. Ogi Ressel