Are They Ready For You, By Dr. Ogi Ressel
December 29 2009, 12:00 am
Warm hellos to everyone!
I hope all of you had a fantastic Christmas and wonderful holidays - I know I did!
It is only a few days until the New Year 2010 begins and I want you to consider
having a brand new start this coming year - I am certain most of you have already
thought about this new year. No more of the old struggle you've been experiencing.
This is going to be a wonderful year for you!
And as always, I am going to hammer my message into your cranium until you
finally get it:
Many doctors are so caught up with the idea of selling, advertising, and marketing,
that they fail to see the bigger picture - sometimes they just can't see the forest
because all those damn trees are all in the way!
Listen, I've said this before.........People in your community do not want to see a doctor,
and entrust their health to him/her, whose name they picked out of some brilliant ad
he ran in the newspaper or the Yellow Pages.
You know the one. The one with the cheesy used-car-salesman-of-the-year picture on it.
Yours.
The one where your desperation and hope is written all over your face. That one.
Would you see someone like that?
Would you go and see a doctor - and bring your children - because you saw his wonderful
ad in the paper?
Would you?
No?
No. But you expect your community to do so.
People will also not come and see a doctor because of his amazing "Blue Plate Special".
You know the one - the one that gives a new patient that 50% off their initial exam in
your office - not including x-rays of course.
That one! WOW! What a deal! I'll bet this ploy is so phenomenal that people are just
lining up to receive it.
Right?
You bet!
I can see it all now - there is a line-up at your front door, the police have your office
cordoned off, people are fighting each other to be the first in line, and your CAs are
dressed in Louis Vuitton designer army fatigues beating off the crowds with whips and
bazookas and saving your life!!
People also do not want to see a doctor whose success is based on brow-beating his
patients, terrorizing them and/or pressuring them until they sign up with him. Not only
are these tactics unpleasant, but they smack of desperation.
You need to remember that people in your community are not stupid - almost all of
them have been exposed to the Internet, various styles of marketing and salesmanship,
and know when they hear a sales pitch.
Their antennae goes up and wariness sets in - you've just lost a new patient.
I could go on - but I won't - you get my drift. Some of these ploys do produce a few
new patients but it is generally for short-term gain only - almost all of them leave and
none of these "techniques" will give you the practice that almost all doctors really want
- Wellness, with tons of families and children.
So what's the point?
"Ok, Dr. Ogi, out with it. What does work?"
Well.......I have to tell you this: There are no shortcuts to the Practice of your Dreams.
But I want you to give you a hint:
When you are in consultation with a New Patient, a wonder should illuminate their face.
Why?
Because Chiropractic is simply so absobloodylutely amazing!
You should be able to reach and touch your patient in that same manner - with wonder.
I am not speaking of physical touch. No. I am speaking of touching them on a much
deeper level. A level where few words need to be said. A level where there is understanding,
caring, warmth and unconditional trust and help being transmitted. A level where the patient
has a simple knowingness that they are in the best of hands, and that you are the absolute
best.
Period.
A level where you witness the most amazing transformation take place before your eyes -
there is a flicker of understanding, and your patient's eyes well-up with tears. Please do
not misunderstand this. These are not the tears of fear because of some canned and
cookie-cutter "procedure" that some doctors are taught at some seminars. Listen....you've
been to some of these. These are the ones where doctors are taught to cry and shed tears
over the fact that a patient has a subluxation. These are acting tears. These are learned
theatrical tears. These tears are for the patient who is gullible and will fall for this ploy.
The problem with these is that most often people leave these practices and have little good
to say about the doctor. A great way to kill your practice!
The tears I am referring to are tears of understanding. These are the tears of hope.
These are the tears of finally finding the right help and the right doctor. These are real.
These are the tears of joy and the tears of shedding a life-long burden which has been taken
off a patient's shoulder.
When you witness this transformation, you will most likely have tears in your eyes as well. ....
and you will have a knowingness that you have connected with your patient. And when this
occurs, it matters not what your fees are, or if you accept their insurance or not, or if your
office in on the 10th floor overlooking Mario's Bakery - and there's no elevator.
Those details pale in comparison to the connection between you and your patient.
...And that is what being in practice is all about.
If you are able to connect with your patients on that level, you will not need any marketing
to grow your practice - your practice will simply explode.
Why?
Simple.
Everyone in your community wants that kind of doctor.
And to make it really easy for you, I've summarized a list of what all patients want:
•1. To see the best doctor in their community - not the best marketing wizard or salesman!
•2. To see a doctor they can trust - implicitly
•3. A doctor they can look up to
•4. To see a doctor who is amazing at what he/she does
•5. To see a doctor they can relate to and who will listen to them
•6. To see a doctor who has their health first and foremost on his mind - not
the tires on his Porsche, or the upcoming weekend bash.
•7. To see a doctor who goes over and beyond the call of duty
•8. To see a doctor who is honest and genuine
•9. To see a doctor who is real, not someone who is out in space somewhere or a
rehearsed likeness
•10. To see a doctor who they consider their friend.
•11. To see a doctor whose office is a fun and exciting place to be
•12. To see a doctor who they can trust with their health and the health of
their children
These are all the qualities that people in your community want and are looking for in a doctor.
.......And this is what the PEP Program is all about.
I want you to consider starting 2010 on a different footing. No more emphasis on marketing,
no more stress, no more "patient appreciation" days, no more days of selling, no more
trolling the malls, no more wonderful "closing" techniques, no more magical "conversion"
ploys, no more dishonesty, no more "slick", and no more BS. No More!
For those who have never done this yet, please complete the Practice Health Mini-Check Up on
this website and I'll take it from there. It is a practice diagnostic and is for my eyes only.
We'll have fun on the phone and I'll show you why you are where you are in your practice.
I'll also give you some cool practice gems and suggestions. No strings attached at all.
Are you ready?
Warmest wishes,
Dr. Ogi Ressel
Here is your affirmation for your New Year:
I am ready to serve
My community is waiting for a doctor like me!
Everyone is anticipating my re-creation.
I am amazing
