The time is coming soon when doctors of chiropractic will actually be judged and graded as to their clinical quality, presumably on the basis of their results. Until then, however, patients judge your quality on perceptions -- the images which you and your practice convey.
In speaking with many chiropractors, I often ask them to name their practice strengths. One answer uniformly appears: the practice has the highest quality chiropractic care and patient service. It is good that these DCs feel this way about themselves, but one has to wonder if they are all being honest. A survey of several competing practices in some cities reveals that somebody's not telling the truth!
The reason, of course, is that virtually every doctor of chiropractic cares very much about the quality of care he or she delivers. This emphasis is so uniform that quality becomes a "given." We assume top quality from each practice unless something shows us differently.
Chiropractors can usually identify which of their colleagues are the more capable doctors. You're a DC; who do you go to for chiropractic care if you, your spouse, or children need care? Many of your patients either don't know to ask that question or else don't get a clear answer.
Computerization will change things in the next few years. Just as was done with hospital care, the day will come when doctor's outcomes will be tracked and reported. Some practices are already starting to experiment with this concept. Are you monitoring yourself as a real quality (that word again!) provider?
What's The Perception of Quality in Your Practice?
Why doesn't every patient come to you? The answer -- especially in this age when most doctors have the same self-assurance, is that the potential patients haven't perceived how good you are. Worse yet, the prospective patients lack the ability to judge your quality in terms which you care about?
The patient, instead, decides upon the basis of perceptions. Both those you create and those your competition creates. Whether or not you are the "better" chiropractor, patients choose or reject you on the basis of images or perceptions.
Psychologists suggest the most important image you can impart is a sense of caring. It's not enough that you really care about the patient and his health problem; it's that you project the sense of caring. For those of you who are technically inclined but personally reserved, this can be a major challenge.
Effective Strategies:
There are so many ways you can convey the perception that you care. Here are some strategies to which patients relate:
Efficient office staff which is well-attuned to the patients needs.
A chiropractor who gives a professional appearance and who shows by his attention that he enjoys a professional commitment.
Follow-up attention, like phone calls and recall notices, that show you care even after the care has been rendered.
Effective billing and third party insurance routines which are incident to your care, not the primary reason for it.
A practice that is run on time without looking frantic in the process; patients equate waiting with your lack of organization, your lack of caring.
These may not be the principles you learned in chiropractic college, but they are what your present and potential patients are able to perceive. Until the use of computers gives rise to a more accurate measure of quality, you can't afford to ignore these perceptions.
Readers are invited to write to me,
Brian Porteous, D.C.
2042 Business Center Drive
Irvine, California 92715
Please include your self-addressed, stamped envelope. Thank you.