"As to methods there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to be lost." — Ralph Waldo Emerson
I believe we all have good intentions in our quest to help others become healthier through chiropractic care; we are aiming for the same goal. The methods you choose to help your patients get to that goal are unique to your paradigm. However, the moment your methods begin to take patients in a direction away from their goals, that's when problems arise.
Principles hold you accountable to the methods you have chosen. During my 15 years of practice, I have tried many methods, kept a few of them and dropped a lot of the others. Through it all, three principles have remained steadfast in my life. I call them the "Powerhouse 3." Notice that not one of these principles has anything to do with a particular technique or philosophy of chiropractic. Why? Because they are irrelevant in the paradigm of human relationships.
Focus on People
You are in the people business first. The more your care is personalized and customized, the more of a necessity it becomes. Focus on doing the "little things" to make it even more personal: phone calls; regular and informative e-mails; periodic assessments and care-plan goal-setting; 100 percent focused attention during each session (present-time consciousness); educational handouts, etc. Give patients an experience worth remembering. What motivates them to talk about your services to others? Wow them so they want to talk about you.
Services that are remarkable are much more likely to spread than services that are not. The days of being "very good" are over. Very good is an everyday occurrence and hardly worth mentioning. It's boring! Who talks about boring? Nobody, and that's the point.
Look at it from another service industry point of view. If you travel on an airline and they get you safely to your destination, you don't tell anyone. That's what's supposed to happen. What makes it remarkable is if it's horrible beyond belief or the service is so unexpectedly good. The same applies to your services.
Patients expect you to get them out of pain. Why should they refer or tell others about what is expected? But be careful; the lesson here is not to be remarkable for horrible service, either. So watch every detail in your office. Human nature dictates that people will always talk about the negative before the positive. Brainstorm ways to make your existing "very good" into remarkable. Remember, people build your brand.
Give More
It is said that if you want more, you must give more. If you want more out of your business right now, it's time to give more. It might mean more effort, more service, more marketing and more positive energy from you, but it will translate into more results.
Make it about others and you will receive more than you ever give away, so give freely and continue serving your patients in a compassionate, caring, and generous way. One of my favorite ways to give more is of my time. Spend a little extra time with your patients before and after treating them. Don't be in such a hurry to leave the room and move onto your next appointment. Be careful not to overbook your schedule; it will detract from the experience your patients deserve.
Remember, it's not about you! Give more of yourself in every aspect of what you do and it will resonate back to you in spades.
Value and Appreciate
Human beings crave acceptance. They want to feel valued, appreciated and respected. It's an even more powerful motivator than money! You will inspire and motivate people far more with a kind word or sincere compliment. Observe entire personas change in a split second when you give people a sincere compliment. You can see it in their body language. Plus, it makes you feel good, too. Everybody benefits.
When I started to live this philosophy, all aspects of my professional and personal life began to blossom. Every day I make it a point to compliment at least five people. In the work environment, take a moment to thank your staff for doing a great job. Show them how much you value their contribution to the success of the office. They will be loyal to you and the office team. Thank your patients for choosing you as their doctor. Congratulate them on sticking with their care plan. You will soon discover many wonderful things happening in your life when you think about others first.
As I've said before in this column, everything in life that you desire lies just outside your comfort zone. Staying true to your principles can sometimes be very challenging, but to reach a new level, be it personal or professional, you must push yourself into areas that make you feel uncomfortable. Playing it safe never leads to development.
Let a newly ignited passion be your guide to bigger and better things in your life. Find your "Powerhouse 3" principles and take your practice to the next level. The ladder of success is rarely crowded at the top, but to reach that level, you must travel one step at a time.
Click here for more information about Perry Nickelston, DC, FMS, SFMA.