More on Anniversary Reports, By Dr. Ogi Ressel
September 28 2009, 12:00 am
Warm hellos to everyone!
Well......Last week's THOT on "Anniversary Reports" pushed tons of buttons. Fantastic!
I received many calls and a copious number of emails from many of you - wonderful!
A handful of doctors were upset while a great many were ecstatic that I had zeroed in
on an issue which
seems to be a thorn in many a doctors' side.
I want to spend a little more time on this issue to make certain you absolutely understand
why this can be a problem.
First of all, many doctors learned the procedure of doing these year-end "Anniversary
Reports" from some coaching group - and we all know who it is - in order to increase the
rate of "conversion" (I hate that word) so that their patients are sure to sign up with them
the next year!
I don't doubt that doctors who do these are sincere and well-meaning. Of course they are.
That is not the point. The purpose of these is to be able to somehow stem the tide of people
leaving the office when they are "done" - like toast. These are stop-gap, desperate measures
cleverly disguised under the umbrella of educating the public. If that were the case, then why
have you not been "educating" your patients all along?
Why is it that these are only done at the end of their contract year?
You say it has nothing to do with finances and the fact that your patient's contract is up. I say
that you are not honest with yourself. Your conscience has been lulled by pressure from you
and from your coach into believing that these procedures are done for the public benefit and
are somehow good for them. ....and are used to gently "re-educate" your patients. I say you
need to look at the mirror to see who is being fooled.
Any way you slice and dice this, the result is the same - this is done for the almighty buck -
pure and simple.
I know it is difficult to hear because you've buried those uncomfortable feelings away long ago
and convinced yourself that you are doing this for their benefit. Baloney!
Conscience - it can be so damn irritating!
If you were so concerned about re-educating your patients, you would have been doing it on
every visit with the result, that at the end of their year contract, your patients would know more
about Chiropractic than you.
I need to emphasize and tell you that these are simply desperate measures on your part.
What is worse, is that your patients can see right through your ploy - even if you deny it!
They are not stupid. Your mistake is thinking that people don't know why you are doing it.
How do you think they see you? As the amazing doctor you think you are? Think again.
They see you as someone desperate for patients and money!
Think about this: Would the best brain surgeon on the planet need to do these? I think not.
This all boils down to an issue of self worth, self validation, and providing your patients with a
tangible (something they can feel, touch, and totally WANT) end-product. And I am not
referring to pain relief - they can get that from a bottle of Advil, or some physio, or RMT on
many occasions.
No.
Something different.
Listen......If you felt that you are worthy of receiving, you would not be doing these and
prostituting your integrity - it smacks of a Wal-Mart mentality. You are defaming Chiropractic.
No wonder people do not trust us as a profession - we are filled with hucksters, salesmen,
and shysters. Would you as a parent, see a doctor who does these events? And......would you
feel comfortable referring your children and parents to these people. Doubtful.
Ok, Ok.....I know , I am close to that line again!
I have to tell you this: Everyone I've ever met, wants Chiropractic - I meet them at airports,
restaurants, malls, shopping, on the beach, everywhere. Once they find out what I do, they
all want the kind of care I provide. All of them. No exceptions. NOT one. And that is what I
teach - to approach your patients with honor, integrity and clinical excellence - and you cannot
beat these values. They are timeless. Compare these values to begging, hoping, wishing,
winging, and marketing your brains out. Practice with honor and not from need - and your
patients will be thrilled. Practice with providing your patients with something tangible they can
get their teeth into - and you'll have your Dream Practice - no Anniversary reports required!
Warmest wishes,
Dr. Ogi Ressel
Here is your Inspiration for this week:
I am incredible.
People want to be in my presence.
I change the lives of everyone I touch.
I love what I do!
