Dear Doctor,
This past weekend’s seminar in Santa Clara was devoted to cracking the code on
attracting all the high quality new patients you desire, and numerous world
class experts revealed their personal secrets about this critically important
topic. One after another, presenters like Patrick Gentempo, Bob Hoffman, Bill
Esteb, Tony Palermo, Alan Rousso and many others shared their best ideas on
filling your practice with the best possible clientele, and several key concepts
emerged.
First, there was great agreement on a basic tenet of new patient attraction –
new patients come from you, not to you. Don’t dismiss this as seminar-speak or
an oversimplification – it is a profound insight into the inner workings of
success. The way you show up in your practice and your life sets the stage for
the appropriate flow of new lives for you to influence and care for. Qualities
like gratitude, humility, passion, presence, certainty, willingness, proactivity
and love add to your attractiveness.
Second, you must be conscious of what a new patient means to you, and the part
you expect to play in your patients’ lives, so you can gently and professionally
lead them to become your ideal patient while you are becoming their ideal
chiropractor.
Third, most doctors attract enough new patients, but don’t allow for the usual
course of chiropractic experience. Patients come to you for a variety of
reasons, and you can’t expect a typical new patient to embrace lifetime wellness
care in the first few minutes they know you. Be patient and centered -- accept
that they will start wherever they are, and it’s your job to help them to
understand and appreciate the value of chiropractic care over time. Keep the
door open even when they discontinue care, so they evolve and learn how to best
use your services. Asking questions that uncover their values and provide
openings for you to activate and enhance their self-discovery will lead them to
assimilate our philosophy at their pace. Build your relationship with patients
based on a broader, longer-term interpretation of your role in their lives, so
they have a chance to develop awareness.
Next, you have to be willing to take action, whether that means being creative
and enthusiastic in your internal office promotion, or ready to go out into the
marketplace and educate your community about your unique approach and inspire
them with your attitude of loving service. Consistently setting goals, making
plans and kicking yourself into gear is an accelerator for increasing new
patient flow.
Finally, remember why you do what you do -- connect to your purpose and find
ways to show your prospective patients and practice members how they benefit and
what consequences they avoid by being part of your practice. It boils down to a
value-price formula, helping them see that your services support them in getting
what they want, realizing how those outcomes can be facilitated by your care.
There’s no shortage of new patients – in fact, most of your community is not
under chiropractic care, and many have never had a chiropractic experience. The
fields are ripe with the harvest, if only you incorporate some of these
principles into your new patient acquisition process. New patient attraction is
a winnable game, when you learn to play it well – be a leader, and guide people
to better health.
Dr. Dennis Perman, for The Masters Circle
PS It’s not too soon to start planning to attend our Chicago seminar in June --
“Solving The Puzzle of Profitability” features world-renowned business
consultant and wellness devotee Michael Gerber of E-Myth fame! If you want to
get to the next level and you could use some help, this seminar is for you. For
information or to register, please go to
www.themasterscircle.com, or call
800-451-4514.
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