I can't believe this doctor is making me watch this video in a room by myself, your new patient thinks to herself as she texts her best friend. Then she scrolls her Facebook feed as a canned spokesperson in the video educates her on a vitalistic philosophy and the concept of subluxation while she's sitting in discomfort and already completely checked out.
Turnoff #1: The New-Patient Video
It's not that your new patients aren't receiving the education you hoped they would through the video. The real concern is the three other things they are getting from this experience. I'll put it in their own words:
- "What is in this video that the doctor can't tell me, or isn't confident or clear enough to tell me directly?"
- "Does the doctor not have enough time to tell me what's going on and how he can help me?"
- "A 10-minute video that explains what's goes on here reminds me of the timeshare pitch I experienced during my last ski vacation."
If you can't describe with certainty in 30 seconds what you do, and why it's both better and unique compared to most other options available, you have a major issue. Unfortunately, traditional practice management over the past 30 years never understood this. If 50 percent of your new patients disappeared, that was OK as long as the other 50 percent signed on to high-visit care plans. It's a different era in chiropractic now. You cannot afford to have 50 percent of your new patients disappear.
Turnoff #2: The Subluxation Quiz
When a new patient arrives in pain, skeptical and uncertain if this is the right office, the front-desk CA provides her with a brochure to read that she'll be tested on before seeing the doctor. Big mistake.
This immediately positions the office poorly compared to every other great doctor she's visited. The patient is now not expecting the experience she'd hoped for ... and she hasn't even seen the doctor yet.
Turnoff #3: Outdated Phone Protocols
How about the new-patient phone call routine based on outdated practice management protocols? You know the one: The CA is instructed to answer the phone and ask if the prospective new-patient appointment is for them or their entire family.
What does this convey to your new patient? If they have a serious concern and are looking for a serious solution, they'll immediately become confused and think your office is not the place for them. John has what he believes to be a slipped disc and informs the CA of his fear upon scheduling his first appointment ... but then the CA asks if the appointment is for the entire family?
John immediately suspects she didn't listen to him or that this practice is not concerned with addressing his specific health concerns. The most common result after this encounter: skepticism when arriving for visit #1 or a cancellation / no-show altogether.
Turnoff #4: The Long-Winded ROF
A fourth new-patient tactic that should be avoided at all costs is the extra lengthy, scripted and educational-based report of findings. It is practice sabotage if your care recommendations / conversation exceed 10 minutes. It immediately gives off the impression that you're trying to convince / sell the patient something.
I've never met a chiropractor who enjoys those long-winded, often pressure-driven conversations, either. Imagine being able to eliminate that altogether and get easier new-patient compliance, investment and referrals? The practice tactics that worked when new patients had unlimited insurance coverage don't work the same today. We must adapt as a profession.
Focus on the Patient First
Chiropractic education has a purpose and place. But it's when and how it's delivered, not how much of it can be dispensed at once on unsuspecting new patients. Oftentimes the more education given before a patient begins a protocol of care, the worse it is for the long-term relationship (retention and reactivations).
Once new patients are receiving your care, there's a time for education. But what our profession has taught chiropractors (incorrectly) is that the more new patients understand chiropractic, the easier they will accept and pay for care. Saying "yes" to a doctor is an emotional decision, not a logical one. Education is 100 percent logical. In fact, many of the tactics chiropractors have been taught stimulate an emotion in new patients' minds that reminds them of being sold and convinced.
A doctor's certainty, clarity and brevity is what instills the most trust and inclination to move forward in new patients. When you stop talking about chiropractic and make it about the person in front of you (their goals, feelings and needs), watch what happens.
Watch how much easier the consult and recommendation conversations get. Watch your care acceptance rates increase. Watch more referrals come in without ever asking. You'll see a difference for the rest of your career – I guarantee it.
Dr. Josh Wagner, a practicing DC in New York City, is the creator of "The Perfect Patient Funnel System", a training program for chiropractors and staff to see rapidly increased new-patient care acceptance and referrals with far more ease in practice.