My Practice Gem, by Dr. Ogi Ressel

Tuesday, June 23rd 2009

Warm wishes to all.

Ok....I know that I've been a bit "brutal" lately and I've been pushing lots
of buttons, but I am on a mission and I do not plan to stop.

Let me share a truth with you that I've written about in the WCA Journal
some time ago, and one which has been in my past THOTS:

"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". Still hurts!!!

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 in order to get rid of
some problem they have - even if they don't quite understand it - but will
not subject their children to it.

I often speak with doctors who see an "average" volume of patients, but
few 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 liked by their patients.

The truth of the matter however, is that while they are very much liked and feel
a connection with their patients, their patients don't entirely trust what they do.
Period. As a result, not many referrals are forthcoming and few children grace
their offices - but their patients think that these doctors are very good.... their
practices are not growing and never will - unless something changes. A bit of a
conundrum isn't it?

To make it easy for you, I've listed the most common indicators that trust is
an issue in your office:

1. your percentage of children is small
2. your referrals suck (no nice way of putting it)
3. you make excuses that there are no children in your office because none of
    your patients have children (I like that excuse - almost sounds plausible)
4. patients take their children to another doctor
5. your staff see another doctor
6. your patient volume is low and so is your "patient visit average."
7. your patients find it a bother to travel across town to see you
8. your patients leave you when their insurance is gone
9. you have a "back door" in your office - most people leave when they are
    "done," like toast!
10. let's-make-a-deal is not a reality game show. No. It is your office procedure.
11. lots of people missing their appointments.
12. lots of people late for their appointments.
13. missed payments
14. "I have no money" excuses.
15. your office hours are not "convenient"

Ok.....you are feeling badly. I get it. That is not the purpose of this THOT.
The purpose is to have you wake up and to have you realize why you are
where you are.

Take heart, the changes I am referring to that must take place are not difficult,
however, they are essential.

You need to understand that most people see what we do, as chiropractors,
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 Asthma because he has been seeing
Dr. John Smith, the "choiropractor", down the street. The other fellow is
thinking; "What has cracking the back got to do with a medical condition like
Asthma 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 totally and absolutely understand what you do.
Seems simple enough........you are doing this already aren't you?
Well......aren't you?

Here is what I see:
Doctors go to seminars, 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 their patients.
"How will this be perceived by the average patient? " is a question never asked!

Here is a good question: How do people really feel about what you do?
Doctors fall in love with a new procedure, or script, or..... , because someone on
stage at the front of the seminar room promised them that they would get tons
of new patients if they adopted it into their practice. So they do. And it does not
produce the results they were "promised".

"But how can that be?" you ask.
Well....the truth of the matter is that most of the stuff that's "peddled" out there
is nothing more than a sales pitch to get people to 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, that freebie.
.......And you are amazed that people don't jump up and rush right over to see
you - and bring all their children, and their relatives. After all it is a great offer!

Do you see the problem?

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

Ok...time for truth: 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 in such a way that people really
"get" it.
From a patient's perspective. And at a Grade VIII level. Nothing else will do.
That is what I teach on my Program, and how to do it.

Second:
In order to have a true waiting list of new patients, your community needs to
see you as the very best doctor out there. Period. No exceptions!

People need to talk about you behind your back (no pun intended) everywhere!
Your patients need to be absolutely amazed and flabbergasted by you!
You must be a house-hold name in your community - and not from the perspective
of being a brilliant marketing guru. No!

To nail this point home, let me ask you this: Would your patients be more attracted
to see the very best doctor in your city or be more prone to see the best marketing man?
The answer is painfully obvious! The problem is that you already know the answer,
but you still fall prey to all the marketing gurus and their seminars out there, peddling
their wares!

So.....how would you know if your patients think you are the very 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 - finally"
"He was the best doctor I've ever seen"
"He/She was so thorough"
"That was the most amazing and 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 sometime this month?"
Wow! How did Dr. ......know all these things about me? Do you practice magic here
and voodoo on weekends or something?

If you are not hearing these types of comments, you are not there.
Period.

Listen....here's the truth. People will drive miles to find a doctor who they feel
is the very best and who they feel will help them with their problem.

And when that happens, their trust in you and what you do goes through the roof.
It does not happen any other way. Trust is earned. That is the reality.

Listen....I know these things are true because I've been there. And done that.
And I have the tee-shirt:
When I was in practice, I would see over 200 people/day, have a waiting list of
new patients seven weeks long - and I schedule 7/day (do the math), and people
would fly in to see me from every State and Province and even from overseas
.....and my fees were $5 higher than everyone else in town! And I had the top
pediatric and family practice in the country. Go figure! You see...I never bought
the concept that you need to have the lowest fees in order to capture all the
crumbs from the table. No.
100% referral practice - 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 all evolve your practice to a different place: To a place where you
seen as the very best in your community - no one else even comes close! You
are operating from the perspective that people need you, you do not need them -
you are not needy!

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 you can
pick and choose the patients you accept under care, a practice that is loaded
with families and children, a practice where you are having a ball every day,
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 be needy again!
What a concept!

Please visit the PEP website; www.practiceevolution.com and take the Practice
Health Mini Check up if you have not done that yet. It will give me an opportunity
to see what monsters are hiding under your adjusting table in your office that
you can't see.

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

Decide that 2008 will see a new you. No whining, no windging, no mediocrity,
no excuses, and no prisoners. No more!

Be an abundant you.

Warmest wishes,
Dr. Ogi Ressel