Get With the Times—Get Visual

by D. Fernandez

Imagine using X-ray equipment from the 1960’s. Imagine a modern farmer using tractors from the 50’s. Imagine a computer from 1970 handling all the billing and keeping track of your statistics today. Sounds ridiculous, I know. As time marches on, new products are created and invented to make our jobs easier. We can now have digital moving x-rays with incredible quality. Farmers can harvest twice as many fields in the same time as did their 1950’s counterparts. Computers are now lightening-quick, with massive amounts of memory. All these improvements are making jobs so much easier and effective, while yielding better results.

So, why are so many chiropractors using methods from forty years ago to educate patients? As the times have changed, so have your patients’ ways of receiving "education." Have you ever wondered what your patients see when they come to your office? Do you really think that your patients read posters printed back in the 80’s? I’ve seen chiropractic offices hand out literature that has been photocopied so many times, some words are unreadable. Then, with your words, you try to educate your patients about the benefits of chiropractic care; they’ve tuned you out after about nine seconds. Remember, your patients are living in today’s times. This is a time when texting and instant messaging are daily habits, a time when a cell phone doubles as a computer to surf the web. Obviously, we live in 2008—not 1978. My point is this: What current methods are you using to maximize your ability to educate and retain your patients?

In 2002, the British Broadcasting Corporation issued the following statement: "The addictive nature of web browsing can leave you with an attention span of nine seconds—the same as a goldfish." So, as you ramble on about "vertical subluxations" and "dis-ease vs. disease," your patients have already thought about checking their Blackberries, not just once, but two or three times.

In May, web usability consultant Jakob Neilson found that the more words you add to a page, the more people skim it. In other words, our short attention spans cannot handle long articles, and we end up just skipping to the bottom. Keep this in mind as you provide your new patients with brochures about chiropractic care. Are they REALLY going to read it?

So, what can you do? How can we keep patients’ attention on chiropractic? How can you convey the benefits of chiropractic in a few words and in under nine seconds? Be visual! You need to do something different to get different—yet better—results.

Just the other day, I was at the Advanced Spine & Wellness Center in Rockville, Maryland. There, Dr. Brian Paris has implemented a fantastic way to create not only enthusiasm for chiropractic, but better education. His patients eagerly wanted to have their pictures displayed alongside their seven- to twenty-word testimonials, posted on three flat screen plasma and LCD monitors. What I saw was amazing. Patients are not only seeing their pictures, but dozens of other patients’ pictures, both young and old, exclaiming about how Dr. Paris has helped them with their ear infections, headaches, asthma, and a variety of other complaints. Retention will definitely improve, and the infectious nature of enthusiasm will almost certainly bring in new patients.

Doctors of Chiropractic, as you prepare for a busy morning, remember who you are talking to: a patient who respects you, admires you, and appreciates what you do for them. Also, remember that these same patients think they know what you do—but they don’t. In order for them to improve their understanding, something must change. I suggest you get with the times and discover ways to inspire your patients—visually.

D Fernandez has extensive experience working with chiropractors throughout North America, specializing in bringing in new patients, as well as increasing patient visit averages. Today, people are growing more accustomed to being educated through technology. D gives you a wake-up call on how people perceive chiropractic care and illustrates the importance of not simply educating patients, but transforming their thinking. To learn more about D or to inquire about him speaking to your group, call 1-860-514-8668 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Communication Leads to Better Results for Practice Growth

by Dr. Steven J. Kraus, D.C.

In today’s economy, doctors are constantly seeking low-cost methods to market their practices, retain patients and promote referral activity. Many look for traditional options, like advertising and networking activities, which can be effective but tough on the balance sheet.

However, doctors can begin to immediately implement one very effective and cost-conscious marketing approach which, when used correctly, will improve patient compliance and increase referrals. The method involves a very basic activity in which humans engage daily. So basic, in fact, that we often overlook it. The activity: Communication. Communication through strategic dialogue, an extremely productive marketing an today’s economy, doctors are constantly seeking low-cost methods to market their practices, retain patients and promote referral activity. Many look for traditional options, like advertising and networking activities, which can be effective but tough on the balance sheet. However, doctors can begin to immediately implement one very effective and cost-conscious marketing approach which, when used correctly, will improve patient compliance and increase referrals. The method involves a very basic activity in which humans engage daily. So basic, in fact, that we often overlook it. The activity: Communication. Communication through strategic dialogue, an extremely productive marketing in today’s economy, doctors are constantly seeking low-cost methods to market their practices, retain patients and promote referral activity. Many look for traditional options, like advertising and networking activities, which can be effective but tough on the balance sheet. However, doctors can begin to immediately implement one very effective and cost-conscious marketing approach which, when used correctly, will improve patient compliance and increase referrals. The method involves a very basic activity in which humans engage daily. So basic, in fact, that we often overlook it. The activity: Communication. Communication through strategic dialogue, an extremely productive marketing technique, is predicated on listening.

By listening to your patients, you can begin to ask questions based on the information provided. Through these questions, you can lead patients on a path to accepting your care by addressing their concerns more directly and helping them understand the overall treatment goals. Think about this example: Upon being presented with your treatment plan, the patient says, “I don’t think I want to have so many required visits to your clinic.” You may feel compelled to further justify your treatment plan by saying these repeat visits are necessary for the patient to see improvement. This is a one-way communication approach and leaves the patient out of the dialogue equation. And, by not asking why the patient feels this way, you are also jumping to conclusions. Perhaps the patient agrees with the treatment itself, but has scheduling issues that would make it difficult to attend so many appointments, or has concerns over the costs associated with the treatment. Instead of trying to convince the patient to accept the treatment plan as recommended, you can ask the patient, “What concerns you about the number of visits in your recovery plan?” By engaging the patient in this dialogue, you are better able to understand the underlying issue for the objection, and then work with the patient to identify a solution that is amenable to everyone. Ideally, you will continue asking carefully-crafted questions that ultimately lead the patient to suggest an appropriate solution on his or her own. How a product, service or treatment plan is presented is critical. If the topic feels forced or confuses the patient, he or she will likely reject it. But if the patient has the opportunity to express concern and then begins to understand the reasoning behind a recommendation, compliance increases. Consider if your patient actually suggested that he or she would like to engage in a course of care over the next month with a dozen treatments, and then follow up with a progress examination to see what further care might be needed; wouldn’t that send the message that the patient understood your report of findings? Yes, because the patient was empowered through your ialogue to accept the treatment plan on his or her own terms. The best marketing comes from listening more and talking less. Doctors tend to over-sell because they over-speak. They keep talking and talking, long after the patient either has understood the issue or tuned out. And what happens with overspeaking is that, often, issues are brought to the forefront that the patient hadn’t considered. This creates more questions, more confusion and less engagement from the patient. When a doctor listens to the patient first, focusing on carefully constructed questions to elicit a solution suggested by and acceptable to the patient, the relationship is tronger and more productive. Now, I am not suggesting that doctors allow patients to create their own treatment plans or determine what services they need but, rather, open up a dialogue that can lead patients to adoption of a recommended plan and better compliance. In summary, by asking follow-up questions to a given objection, the doctor can identify the true issue, and then begin to guide, not direct, the patient to resolution. Let the patient talk. By listening, the patient’s real concerns are revealed, and you and the patient can work collaboratively to reach a resolution. When patients feel they are part of the solution and are allowed to arrive at their own conclusions, a sense of control and satisfaction results. And a satisfied patient pays, stays, and refers.

Dr. Steven J. Kraus is CEO of Future Health, Inc., a company that partners with chiropractors to deliver a comprehensive clinic management solution, including fullyintegrated EHR. Dr. Kraus is a recognized expert in building successful clinics, having developed and sold 18 practices of his own and provided strategic consulting services to more than 400 healthcare businesses. He offers leadership to numerous industry associations and currently serves as the Chairman of the Iowa Board of Chiropractic. Contact Dr. Kraus at skraus@Future- HealthSoftware.com for more information.