What you say to patients on their regular visits should inform them about what you're doing and why. Tell them what you're finding, how they're progressing and what they can do to facilitate the process. You must inspire each patient on their unique journey toward better health. It's not complicated and it doesn't require rote memorization of scripts. Just imagine if you were the patient. How would you like the doctor to speak to you?
Would You Want Your Doctor to Be Scripted?
If you're just starting in practice, having a script is helpful. But scripting doesn't allow for variability. It's often stilted, hollow and "salesy." As soon as you can, drop the scripts and meet each patient at a level of communication that resonates with them.
What You Absolutely Should Not Say
Don't talk about anything your patients are not interested in! Let them direct the conversation, at least initially. Listen to their symptoms; the weather; who won the game; their kitty cat; etc. This is how they relate to the world. Meet them on neutral ground.
If they're experiencing increased soreness from their last adjustment, tell them why and what they can look forward to. When they complain the weather is lousy, mention how coming for their adjustment anyway shows they care about their health.
Successful doctors enjoy good relationships with their patients. The conversation starts with chit chat, but doesn't necessarily end there. For example, talking about last night's game may lead to how professional sports teams receive chiropractic and why.
If they're in love with their cats, mention how felines are the fastest land animals and stretch their spines constantly to maintain their nervous systems.
WIIFM
"What's in it for me?" That's all patients want to know. If you can answer that question visit by visit in a way that connects, you will enjoy a practice that lasts a lifetime and strengthens the health of your city or town.
"Endorsement"
Remember, the runner wants to run faster. Models and actors want to become more attractive. Golfers want lower scores. People want to feel like stars.
It's alright to mention the name of a celebrity who is receiving chiropractic. You should know who they are; this kind of publicity costs industries millions. They pay because it works! Here's a short list of famous chiropractic patients:
- Michael Phelps
- Tom Brady
- Michael Jordan
- Tiger Woods
- Arnold Schwarzenegger
- Cristiano Ronaldo
- Joe Montana
- Arnold Palmer
- The Rolling Stones
- Neil Diamond
- Pink Floyd
- The Who
- Carlos Santana
- Kiss
- Dave Grohl
- Dolly Parton
- Madonna
- Cher
- Cindy Crawford
Dropping the name of their hero just one time is attractive to a fan and will go a long way.
Curb Your Dogma
Our philosophy offers insights into life, living and health that no other profession enjoys. However, the philosophy is for you, the doctor, not necessarily for the patient. They are not coming to hear you rant about "innate." They do not want to hear about "what their pain means." They want you to focus on getting rid of it. Shut up! Get to work and wait for a better time to communicate.
They Don't Get It
Patients will never fully understand what you do and why you do it. Real genius is making the complex simple and attractive. Make sure that at some level they do "get it."
One way to ensure good communication is to avoid words most people don't fully understand. Outside of our profession, there are few people who understand spinal kinesiopathology, neuropathophysiology, myopathology, histopathology, pathophysiology, etc. This is for you, the doctor, and certainly not for most patients. Using uncommon words is a great way to ensure no one will want your service.
Other words to avoid are "I," "me" and "my." Patients come to be served by you. Put yourself aside to care for them. They are not coming to hear about your problems, your opinions about sex, politics or religion, etc.
Keep It Simple, Superstar
When patients ask, "So, what's wrong?", they're not asking for a textbook-style description of your findings. Use analogies. Liken the nervous system to a computer. Explain that spinal correction is like orthodontics. Even use the "rock on a hose" analogy when describing what subluxation does to the nervous system. When you studied chemistry, lessons started with the hydrogen atom, not quantum physics.
Know When to Shut Up
During the adjustment, quietly focus on the job at hand and let the patient do the same. When you do speak, make what you say count, and answer any questions they may have with short, honest explanations. Let them know when they should return and why; what you're doing about their problem(s); how they are progressing; and what they can do to help the process.
How Will You Inspire Them?
Your job is to lead your patients like a fearless warrior. Strive to communicate in ways that are perfect for the moment and person with whom you're speaking. Reinforce the positive with sentences such as:
- "I've noticed you're regular with visits. Good for you!"
- "You relaxed well for your adjustment!"
- "Thanks for the referral!"
- "Thank you for the review!"
Finish a visit with phrases like: "You adjusted well," "That was perfect," "See you Thursday," "How was your visit today?", etc.
Words Frame Your Art
Leverage your skills with words that empower your patients. You are their leader and what you say matters. Help them reclaim their health with words from your heart. Words lead them from "darkness" to "light"; from terrible pain to great relief; and to a visceral understanding that all healing comes from within. What you say gives them courage to move forward.
What would you want to hear if you were on this journey? Tell them, support them and guide each one.
Dr. Steven Visentin, a 1982 graduate of National College of Chiropractic, is a solo practitioner and clinic director at Care Chiropractic in Denver. He is also the author of an e-book, Blow Your Head Off Practice Building Secrets. For additional information, contact Dr. Visentin via his Web site, www.carechiropractic.com.