Fifteen years ago, a DC told me, “In a perfect world the best patient education would be self extinguishing.”  Why?   “Because everyone would always understand where health comes from and would demand chiropractic care.”

The world is still far from perfect.  Just last week I heard of a “healthy” 45-year-old who woke up with heartburn and a headache.  He treated it the way his TV and pharmaceutical companies told him.  He took pills for the heartburn, but it didn’t go away.  He treated the symptoms rather than seeking professional help.  The next morning he didn’t wake up, because he had had a massive heart attack.

As you know, the “symptom vs. cause” canyon is deep and wide, but it is being successfully traversed by many enterprising and persistent chiropractors.  How?  They use materials that communicate instantly, are in perfect harmony with their philosophy, and their message is repeatedly reinforced.

To cross this great divide, you must somehow get the first rope across.  Whether you throw it, or climb into the canyon pulling it behind you, without that first line, you cannot build a bridge.  On the other side stand your patients solidly rooted in symptom relief dogma.  You stand on your side resolutely poised to teach them your “truth”.  Sometimes it seems that you’re both so very far away. 

So, go ahead.  Start by throwing them a “life line”.  Acknowledge their initial complaints with visuals and discussion about how successful chiropractic can be at helping with complaints just like theirs.  Show them that you recognize that their pain was motivating them to find you in the first place.  Once they’ve arrived on your side, you can make the bridge strong and sturdy with posters, models, electronic nerve charts, and videos, plus passive and interactive computer software.  Remember to take advantage of their ability to explore pamphlets, videos and, especially, computer programs and games at home, on their own.  These lay a great foundation for family involvement.

In your office, a strong ROF(Report Of Findings) is the basis for their understanding and acceptance.  It is here that you shift their primary focus from pain relief to a, “Let’s keep this from getting worse,” mentality.  And, finally, “Now, let’s keep your improvement.”  Either electronic wall charts or computer programs will show them, not only the type of symptom that they are currently experiencing, but, also, on a performance level, what muscles might be impacted by those same subluxations.  The most useful visual aids will simultaneously show them how the organs rely upon a clear and functioning nerve system for proper expression of health.

Your group orientation helps smoothly pave the bridge’s surface while saving time in getting your message out more effectively.  A great way to do this is with some dramatic visuals.  Traditionally, flip charts have been very useful for this; but, with the advent of inexpensive computer monitors and projectors, it is much more exciting and memorable to use graphics and animations that “come to life”.  It’s easy, too.  Good interactive and customizable software takes you “by the hand”, making talks lively, fun and virtually effortless.

For ultimate success in getting the public across to your side, you must have an office environment that is inviting, modern and congruent with your philosophy.  This provides the comfortable vehicle for their journey with you.  Daily or, at least, weekly topic discussions that are team delivered will keep your bridge full of traffic and constantly moving along.

You must earn the right to teach your patients that there is something better than just symptom relief.  The only way that you can do that is by starting where they are now.  Make sure that you have patient education tools that demonstrate the health potential reduction and life stealing effects of subluxations left uncorrected.  Build rapport and then present the chiropractic solution.  This is how you shift their paradigm and help them cross the canyon and stay there.

Bruce Goldsmith is President of Visual Odyssey.  He invented the Neuropatholator® wall chart systems in 1976, and has been making chiropractic patient education tools, including the very popular SHO® flip chart, ever since.  You can reach Bruce at 800-541-4449 or 770-646-8031.  For more information, visit www.chirocharts.com.

“If you had a magic wand in your hand with the ability to change one thing that chiropractors do that would have an enormously positive impact on their practices come Monday morning, what would be the one thing you would change?”

Answer by:  Dr. Larry Markson, The Masters Circle

I love the “magic wand” question because after 23 years of coaching chiropractors on how to build larger and more profitable practices, while becoming more personally fulfilled, I believe there is a definite answer to this question.

While the answer I am about to give may seem trite or trivial to some, trust me when I say that it is anything but that. 

The answer is “Attitude.”  You see, attitude is the single most important ingredient that makes the most significant difference in practice and in all of life.  Member doctors who have been thoroughly questioned and debriefed after a seminar often say to us things such as, “I can’t understand it, because I haven’t had the time yet to institute any of the action steps we learned, but somehow, as if by magic, there is an excitement, a healing energy, and a happiness that has seemed to open the doors.  New patients are coming in, former patients are calling for appointments, my staff is charged up and today IS a great day.”

Time and time again we receive testimonials based upon the results of those wonderful Mondays.  Why? Because over the two days at our seminar, our doctors and their CA’s learn that it’s their attitude, not their aptitude, that determines their altitude in their practice and in their lives.

So, unleash your magic wand.  Get positive Right Now!  Stand taller, walk faster, speak louder and more enthusiastically, put a twinkle in your eyes and use an attitude of hope and expectation.  Then, watch as the “magic wand” creates the difference in your life!

For more information, call 1-800-451-4514 or visit www.themasterscircle.com.

Answer by: Dr. Mark Sanna, Breakthrough Coaching.

Commit to practice with passion.  Rarely does someone excel at something that he or she is not passionate about.  Planning for passion includes planning your office procedures.  Take a serious look at your practice; see what your office looks like.  Sit where your patients sit, lie where your patients lie.  Ask yourself, “If I were a prospective patient, would I come to this practice and trust my health to these people?

If you’ve lost your passion for practice, it may be that practice has become routine for you.  You’ve gotten tired of “the same old thing”.  Add excitement by adding new services or profit centers.  Stress is a major passion drain.  This results in your goals becoming unrealistic and unfulfilled.  Your life begins to run you.  You stop exercising and you become tired and unhealthy.  You can better manage stress by adhering to a schedule that allows time for planning.  Adhere to a daily regimen that takes practice building into account.  Get up early and, for a minimum of fifteen minutes a day, write your goals and read your affirmations.  Remember to plan for family times and vacations in advance as well.  Compose and review a “love list” of your favorite things, people, and places and set a goal to increase their presence in your life.  Most importantly, get involved in something bigger than yourself.  Create a purpose for your practice that includes more than just earning a living.  You will eagerly put your heart and soul into a purpose that you love and believe in.

For more information, call 1-800-723 or visit  www.mybreakthrough.com.

Answer by: Dr. Sig Miller, Chiropractic Gateway.

As editor of Chiropractic Gateway, I communicate with hundreds of doctors all week long.  Regarding the “magic wand” question, I can make two observations, both representing opposite ends of the spectrum.

At one end, I listen to chiropractors describing extraordinary strategies and opportunities on ways to effectively grow their practices.  Rather than getting to work, they procrastinate so, a year later, that idea is still in the box.  Simply stated, I want doctors to develop a mindset where they begin ripping open those boxes so they can get to work on those things they believe will work.  I want them to get rid of the “what if I did this,” or “I should have done that” way of thinking.

At the other end, I see many with great ideas who get right to work.  Often times, they expect an immediate return on investment, as though their idea was to be THE magic bullet in turning their practice around.  Unfortunately, many times, they simply don’t have the conviction to stick with it and to see the project through to the end.  In my own personal experience, I’ve learned to deal with speed bumps head on.  After making some minor changes, I was able to turn things around.  In my successes, I don’t usually end up where I initially thought I would.  Remember, we’re on a journey.  Enjoy the ride.

For more information, call 908-237-2727 or visit  www.chiropracticgateway.com.