Your lucky day, by Dr. Ogi Ressel

Friday, June 19th 2009

Warm hellos to everyone!

I feel compelled to do this because there some doctors out there who
still don't get it:

I want you to put on your parent hat (role) for a moment - if you are
not a parent, pretend. AND I want you to imagine that you are not a
Chiropractor. Atta boy (girl), you're doing it!

You just saw an ad in your newspaper for a wonderful opportunity. Yes!

An opportunity that is simply too good to be true. The ad said that you can
receive, qualify for, be given, an opportunity to have a complete spinal
examination, with a nervoscope scan, and including but not limited to a physical,
neurological examination, weight loss analysis, BMI analysis, gait analysis,
nutritional deficiency analysis, orthotic assessment, x-rays (if you qualify),
and even have your tires rotated while you wait. And all for a simply unbelievable
and unheard of in this century, one half off the regular price. Unbelievable! Amazing!

Unprecedented! Out of this world! (That much it true!)

You call your spouse with an emotional tremor in your voice to tell her about
this incredible offer. You then explain, with a catch in your throat, that this is
just too good to be true. That the fates have finally smiled down upon you.
Yes! This is your moment! You pick up the phone and gingerly call for an
appointment and you are rewarded by being told that you can come in right
away - they just had a cancellation.

WOW! The planets are definitely aligned your way! ....And since the offer is so
good, you bring all five of your children with you as well - why not? It is a good offer.

And the amazing thing is that they also have room for all of you - something
about group cancellations for today. Man, are you lucky!

Ok....that's enough before I throw up!

Listen, for those of you reading my words and thinking: "Dr. Ogi. Wow.
That's a great idea. I've never tried that one" You need a life! Get a grip.

The toughest way of building a practice is by marketing your brains out.

Here's the way I see it: You get a bunch of people to sign up with you from
that wonderful Mall screening you did, or that phenomenal dinner workshop,
or that (please fill in the blank)______. Three weeks later, 90% of these people
are gone - you mutter something about a back door. So you line up another
screening, and health fair, and workshop to capture those elusive new patients.
And they still leave but now it doesn't bother you that much anymore because
you have another screening (activity, ploy, gizmo, ad, whatever) lined up next
weekend to replace the one that got away. And of course your spouse and staff
absolutely love trolling the malls with you. So now you need to double up - you
troll for new patients AND for new staff because the present ones clue into the
idea that they have a life and you don't - and leave! And, of course, your CAs
are absolutely wild about trying to sell you to the public and having to say all
those "salesy" utterances and scripts you want them to say while they are gagging.

Think I've got a pulse on how it is? You bet!

Somehow, we as a profession, have been sold on the idea that we need to market.
And we bought that idea. We bought into the idea that we need to market our
asses off in order to capture these elusive new patients. And we assume that
these people are stupid, so they will fall for our spiel.

But the problem is that there are people who are simply not falling to it anymore.
Your numbers fall and you think you need more marketing.

Bigger ads, more color, fear tactics, innovative designs - the yellow page people
are brilliant. They play on your fears, and make money from them. Your consultant
marketing guru comes up with yet another ploy that he wants you to "try."
And you do. And it still gets minimal results.

You don't know where to go and who to turn to next. You are thinking:
"There has to be a different way!"

Listen....there is one thing I've learned long ago - what people want is to see
the best doctor. There's a concept! Ever heard of it? They want to see the fellow
who is the best at being a doctor, not the best at being a marketing wizard!
They want a doctor they can relate to, not someone who is all hype and glitz.

Try this for a change - learn to be the best doctor you've ever been.
Ever!

When that happens, you do not need to market your brains out. No. You will
practice from the perspective that people need you, you do not need them! Wow!

Listen....I know that I've pushed a lot of buttons here - what a surprise that is!
But you simply have a knowingness that I'm right! And this principle is timeless -
it never goes out of style!

So....here's my challenge for you: Learn what it takes to be the best doctor your
community has ever seen. Ever! And you'll live your dream practice.

And if you have difficulty with this, please feel very welcome call me.
I'm here to help.

For all others, you can always market!

Warmest wishes,
Dr. Ogi Ressel