I am Brilliant, By Dr. Ogi Ressel
January 10 2010, 12:00 am
Warm wishes to all.
Ok....I know that I've been a bit brutal and in-the-face 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 that I've mentioned 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!
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 - evenif 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 complain that they just
can't get their practice moving forward. They are "stuck". Often it is their personality that sustains
their level of practice. In simple terms - they are liked by their patients. Their practice is
personality-driven. This can be a problem for they are often trapped in it.
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 (there's 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. Tons of "I have no money" excuses.
15. And your office hours are just not "convenient"
Listen......the purpose of this THOT is not to make you feel badly. Absolutely not! The purpose is
to have you wake up and 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, often when 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? Are these people nuts?"
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 to ask yourself: 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 often 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 glorified sales pitch to get people to hook up with you at any cost, 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 absolutely 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 the people in your community
pick up on this and you begin to get a certain reputation - their trust in you erodes.
Definitely not what you want!
Think about this: How can you become excited about some sales procedure that 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. And from a
patient's perspective - at a Grade VIII level. Nothing else will do.
That is what I teach on my Program. Simple.
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. I've said this countles times!
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 - especially on their first visit!
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 they have ever seen, or be more prone to see the doctor who is best at best
at marketing his brains out?
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 schemes and "Starfish Letters" and mousetraps and
the seminars that teach this.
Get a life - your patients do not WANT any of this!
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 very best exam I've ever had"
"How did Dr.......know I've been suffering with this...."
"I really feel Dr....will be able to help me - finally"
"He was the best doctor I've ever seen"
"He 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?
You see, 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 250 people/day, have a waiting list
of new patients over 7 weeks long - and I schedule 7/day (do the math) - and people would fly
in to see me from every State and Province and from overseas.....and my fees were $5 higher
than everyone else in town! And my percentage of children was through the roof! I had the top
pediatric and family practice on the planet - seems strange to say all this but I feel that it is
important that you see it is all very real and very possible!
...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 are 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 no longer needy! I like that!
So....if you are not thrilled with where you are and want a practice that has no sales pitches
or "closing techniques" and/or "conversion" ploys 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 clinical 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!
I still have some openings on the Dearborn Program on March 27/28nd, and I am starting to
schedule for the Savannah Program on June 12/13th.
Please visit the PEP website; www.practiceevolution.com and do 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 are not seeing! We'll have a fabulous chat on
the phone and I'll give you my suggestions and some cool practice advice - and there are no
strings attached!
Decide that 2010 will see a new you. No whining, no winging, no mediocrity, no excuses, and no
prisoners.
No more!
Be an abundant you.
Be brilliant!
My Warmest wishes,
Dr. Ogi Ressel
Here is your affirmation for your week:
I am brilliant
I am the very best in my community
Everyone is attracted to me
I am living the life I've always dreamed about!
