Year-end Anniversary Reports, By Dr. Ogi Ressel
September 20 2009, 12:00 am
Warm hellos to everyone!
Ok.....since I'm all fired up and spitting bullets, I must share a THOT with you that Christie,
my daughter, who teaches the PEP Program with me, and I wrote together.
Let's address something which should be a non-issue:
Year-end Progress Reports...or better yet - "Anniversary Reports."
For those of you that are unfamiliar with these celebratory events...let me explain them to
you:
Some seminars teach that once a year, a patient is scheduled for their Report of Findings
(aka. Anniversary Report) where it is very much anticipated that they will sign up with you
for yet another year - in order to obliterate those pesky Subluxation things. They are herded
to have a special "group" report with other patients who have been asked to re-join for their
own "re-education" so that they will hopefully continue their care with you into the future.
The doctor will attempt to once again remind them why they are in his office. After the
doctor has finished his spiel and is content with the fact that everyone now has a new
and profound understanding of Chiropractic once more; he then takes each patient
individually into a room where he will go over the results of their year-end progress exam
and present them with their next year's finances.
Sounds pretty simple doesn't it?
I have a problem with these "Anniversary Reports"..... And you are just totally shocked to
hear that!
Why is it that doctors have to celebrate the fact that a patient actually stayed with them
for a full year's worth of care?!
How ridiculous is this concept? Wow! A whole year!
I can just see it already: Mary walks into your office....balloons are streaming from the
ceiling, music has filled the air, everyone's sphincters are fibrillating, the cake is on the
table, your CA's are clapping, and
your eyes well up in tears at your sense of accomplishment - you ACTUALLY got through
to this patient! They understand Chiropractic! Finally! None of your other patients do, so
this MUST be something worth partying for! As you grapple and clutch at their leg in
thankfulness and look up into their eyes with child-like wonder and anticipation (and a bit
of hunger - let's not forget that) you think; "So this is what a committed patient looks like."
You've always read about these people, but have never seen one up close before!
So...here's Mary in wonderment and awe as she comes into your office. She is amazed
that everyone is making such a big deal out of this. After all....aren't you teaching her that
this is a lifetime commitment? She probably thinks that everyone else is doing the same
thing she is - that this is normal!Little does she know, that as you approach your "anniversary
report" spiel....the same talk that will be given time and time again - and one that many of
your patients will complain about over the years, not only hearing but attending - you are
shaking in your boots with nervousness, sweat on your brow, and anticipation.
You hope and pray that you can "convince" her once again to commit to another year of care
with you. With sweaty, shaky palms you present the next schedule of care...which, you tell
Mary, is much less frequent because you are convinced she won't want to be here that often
anymore....regardless of her needs. You even go as far as to train your staff on different ways
to say the dollar amounts of her care so they SOUND much less than they really are. Because,
as we all know...patients are not astute enough to read the finances you have just put under
their nose.
How bizarre is this?
Let's think for a moment:
What kind of message are presenting to your patient?
What should be a casual and nonchalant visit, suddenly becomes a huge ordeal because her
year-end with you is drawing near - and your fear is that she may leave!
And why do you do this?
Because someone at some seminar taught you to do it.
Think about it; you spend countless number of hours and spend numerous dollars trying to
educate your patients so they understand that chiropractic is a lifestyle. It's a lifelong
dedication to the best kind of health care on the planet.
Period.
Why should the fact that they've been with you a year be such a big deal?
You've been telling your patients that everyone stays for care with you for life! Why are you
now apparently back-pedaling?
Listen, here's the truth of the matter. If you educated your patients in such a way that they
totally understood what you do in the first place....you wouldn't need to waste your time and
that of your patient's every year on desperate attempts to convince them why they should be
seeing you! Your patient's commitment and dedication to care is a direct reflection of their trust
in what you do and how well you have educated them in the first place. A long "party" report
isn't going to change their understanding. If you can't explain to a patient why they need to
see you at their initial exam... I don't think your "anniversary party" will do it either.
Begging, winging, whining, hoping, and clutching onto your patients' ankles so they can't walk
out the door will not help. Besides, place yourself in the patient's shoes for a moment; if you
understood what your chiropractor was telling you, and he/she STILL wanted to have you
come into his/her office every year for the same "talk" at inconvenient times during the
day....wouldn't you consider going elsewhere?
Your patients suddenly realize this is nothing more than a glorified sales pitch, a desperate
attempt, a ploy to attempt to make them want to sign on the dotted line for another year's
worth of care with you - nothing more!
Do you think that after treating them in this manner they would trust you enough to want to
bring in their children to you for care?
I think not.
Is this why you became a chiropractor? So you can beg and hope and be at the mercy of your
patients and community?
I don't think so. But some seminar duped you into thinking that this is what should be done
because this is what people want.
Nonsense!
You see, this is an example of practicing from the perspective that you need patients. Your
mind is set in a state of lack. You are needy. And you fool yourself into thinking that your
patients will not figure this out!
Think again!
Let me give you a different scenario:
How about practicing from the perspective that your patients need you - you do not need them!
You are not needy!
There's a concept!
It's all about having your community see you as the very best. For when they do, none of these
celebration reports are necessary.
Makes sense?
But.....if you are not the best then you have to resort to selling, and hoping, and wishing, and
coercing patients into care. Distasteful isn't it?
Who needs it?
Listen, I realize I have pushed lots of buttons. Guess what? You're only angry because I've hit
home...a sore spot in your office and your conscience. And that's awesome!
I just love food for thought! Don't you?
You have to practice from your patients' perspective. Be respectful of their time, and "wow" them
with what you do. It's about being a human being with your patients and practicing from your
heart. No exceptions.
When your patients see your dedication and passion seeping out of every pore and crack in your
office, they and their friends will be banging down your door. People will be lining up for miles to
see you. You will need a fire-breathing dragon in the moat in front of your office protecting your
life. And of course an army of CAs dressed in Louis Vuitton army fatigues helping the dragon
and guarding your doors!
Now THAT is something to celebrate!
And if you don't know how, please call me - I'll help you!
Until our next party ........
Warmest wishes,
Dr. Ogi Ressel and Christie
