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Know Any Irrational Patients?

By William D. Esteb

Consider how many chiropractors have been “selling” chiropractic to the last generation or two of patients: “The 10 warning signs. Avoid drugs and surgery. It’s covered by your insurance. Free consultation. Walk-ins accepted. No out-of-pocket expense. New patients seen same day.” These and other arguments that pepper Yellow Page ads and icebreakers used at mall screenings make one tragic assumption. They suggest that a patient makes decisions about their body and their health in a thoughtful, rational process.

Wrong.

Consider orthodontia. While many chiropractors bemoan patients willing to drop $3,000 to $5,000 for their children’s (or their own!) braces, few see the fact that it is an emotional decision, not a rational one. It’s money spent to look better—not to masticate their meals more efficiently!

Consider the booming cash practice of veterinarians. When Spot needs a $350 urinary tract surgery, there’s no complaining of a lack of third-party coverage here! Nope. Mr. MasterCard steps in to pay the bill. How come patients are willing spend money on the family pet, but not on the immeasurably more valuable chiropractic care you offer?

Consider the other ways patients spend money on themselves, and more specifically on their health, yet shun your perfectly logical case for chiropractic. Corrective eye surgery (to look better). Breast enlargement or reduction (to look better and thus feel better about themselves). Hair coloring and styling (to look better). Health club memberships (to look better or land a date).

How you look and feel are qualities with emotional, perceptual and social appeal. Better biomechanics, improved posture and restored curves are hardly as compelling.

The bottom line? Your patients can’t show off the investment they’ve made in their spine! Even if they did, would their friends and family become envious or impressed by knowing about it?

When you fall into the trap of making rational arguments for the benefits of chiropractic (fewer subluxations, restored spinal curves, better posture, improved nervous system function, etc.) you’re making an analytical, mechanistic case that falls on deaf ears. You end up answering a question patients aren’t even asking.

What are the emotional, perceptual, sensory or social benefits of consulting a chiropractor? Answer this question and new opportunities emerge for making your practice more attractive to patients. If you’re ready to acknowledge that emotionally based practice marketing is likely to be more effective than the intellectual and rational appeals you’ve used in the past, here are two approaches you might want to consider:

Allow patients to rehearse. Choose a visit soon after a patient indicates subjective improvement to spend a minute or two helping each patient articulate their impressions, perceptions and internalizations of their chiropractic experience so far. Give them the opportunity to literally “rehearse” the words, phrases and impressions that they are likely to use when telling others about your office.

“Before your adjustment today, I want to ask you a few questions about your experience in our office so far.” And then, listening intently, without taking notes, projecting an interested, caring attitude, ask some questions. “What were some of the concerns you had about chiropractic way back before you consulted our office?” “What pleased you the most about your first visit with us?” “What changes have you noticed in your health since beginning care with us?” “Have any of your friends or family mentioned any ways in which you’ve changed since beginning care in our office?” I’m sure you can come up with others. Ask questions that allow your patients the opportunity to practice articulating their feelings. Not only will you be doing them a service by affirming their decision to consult your office, you should hear some answers that will give you an emotional “pick-me-up” for the rest of the day!
Fill your office with patient testimonials. You may be prohibited from advertising patient testimonials outside your office, but it shouldn’t stop you from using them inside your office!

A three-ring binder of patient testimonials for your reception area is a good start. But instead of hiding them in a book, why not put them on the walls of your office? Turn your bulletin board into a billboard for the successes your patients have enjoyed in their lives after receiving care in your office. Ask patients for pictures of their vacations, families, pets, hobbies and other activities that they’re enjoying after seeing their health improve from your care. Make it as visual as possible. Once you get a few up, you’ll notice that it becomes easier and easier to get patients to participate. Allow patients to “show off” their investment in front of other patients.

The best way to start is to begin with your staff. Make sure everyone in the office can explain how chiropractic has affected them. Set an example by revealing how good health is allowing you a life that is full and rewarding. Share the emotional “highs” of helping people who often consult your office as a last resort. See what it’s like to become irrational, emotional and truly human—like those all-too-rare patients who tell the world about your office!

William Esteb has been a chiropractic patient for over two decades. He is the creative director of Patient Media, Inc., a patient communication resource company for chiropractors. Review his materials by visiting www.patientmedia.com or calling (800) 486-2337.

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Know Any Irrational Patients?

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