By William N. Willis, D.C.
When it comes to opening a chiropractic office and building a successful practice,
the first question we often ask is “What do I need for this endeavor?”
The initial response is usually the obvious: Buy adjusting tables, X-ray machines,
office furniture, computers and the like. We then proceed to invest great amounts
of time—followed by capital—in getting just the right piece of equipment
at just the right price.
By the time we’re done our office is smartly furnished with the latest
and best equipment and we usually feel pretty good about what we’re about
to present to the world. A doctor can spend so much time creating and polishing
the physical appearance of the practice that he or she may neglect the most
essential elements that will make or break your efforts.
Here I’m talking about your reason for doing what you’re doing.
Many doctors have no particular reason for either becoming a chiropractor or
opening an office. It seems like a good thing to do and, besides, everyone needs
the money to pay off those huge student loans. While making money is a good
thing, and should be one of your goals, you must be clear about your mission—both
in your private life and at your work.
Most truly successful people got to that position by being clear about their
goals, motivations and desires—and then becoming determined that their
life and work be a reflection of those qualities. I recommend that every doctor
make thinking about principles the first thing he or she does when opening a
practice—before the first table or waiting room chair is purchased.
One of the first things the doctor must consider is how the practice will be
a reflection of personal excellence. How will you do the best with your talents?
You must decide what you can accomplish now with what you have to work with—not
what you wish you had or what you see in others. It must arise from an honest
reflection of what you can accomplish given the tools that you have naturally
and that your own training and motivation have equipped you with.
It must also reflect integrity. The key here is that you will always do what
you say you’re going to do and that everything you do is in keeping with
your bedrock principles. In other words, your word is law. Those who truly understand
this principle understand that when you speak they are in effect making a law
for themselves. Conversely, they never make a law or a commitment that they
don’t feel they can keep. Never jump into something if you’re not
sure.
This is not to say that you should never do things that you don’t feel
comfortable doing. In some instances—say when it comes to managing your
staff—you must make the hard choices or you risk creating a situation
that is much worse than the short-term pain of making a difficult management
decision. It is in those situations—when you’re really out of your
comfort zone and truly focused on the present—that you achieve your greatest
growth and make the greatest strides toward maturity.
In fact, you will develop strength when it comes to dealing with strife in your
office. Keep in mind that you, as the doctor, are the umbrella for everyone
else. You guide them and protect them by always acting out of responsibility,
professionalism and truthfulness. Your job is to create a safe and productive
work place.
In addition, you must also set the standards that everyone else must follow.
It is your job to ensure that conflict between personnel doesn’t affect
your practice—because unchecked it most certainly will be a detriment.
Smart doctors know that in a successful practice nothing can be left to chance.
You must create the environment and craft the words and situations to which
your practices are exposed. And, not just create them, but teach them to your
staff as well. When you set a good example and create polices and procedures
that arise from your principles, then there will be no room for failure.
About the Author: William N. Willis, D.C. is a veteran writer, practice
management consultant, teacher and practitioner. A 1977 graduate of Life University,
he founded and operates a highly successful practice in Kennesaw, Ga. He is
the author of the forthcoming book The Essential Secrets of Practice Success
due out this fall. You can address inquiries to Dr. Willis via email at drbillwillis@aol.com.
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