Chiropractic Practice: The One Mistake Most Chiropractors Make

Chiropractic Practice: The One Mistake Most Chiropractors Make

*The following is an actual transcript for Chiropractic Practice: The One Mistake Most Chiropractors Make. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.*

Chiropractic Practice: The One Mistake Most Chiropractors Make

Hello everybody and welcome to Thrive in 5. I’m Dr. Dennis Perman and I’ll be your chiropractic coach for today. The subject matter for this Thrive in 5 is the one mistake most chiropractors make. Tell me if this sounds familiar to you. “Ms. Patient, you have a vertible subluxation at the Atlas vertebra and at the fixed cervical vertebra, which is causing an impingement, a nerve interference, and that’s the reason why your arm hurts.” To a chiropractor, that sounds normal, but to a patient, it sounds kind of like, “blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah blah.” Sad but true, patients don’t speak the same language as chiropractors. And the mistake that most chiropractors make is talking over people’s heads. You see, the curse of knowledge is an observation about professional people who are relative masters, trying to communicate what they have to offer to the people that they’re trying to serve.

And what it basically sounds like to the patient is a lot of words they don’t really quite understand. They may have heard some of them, but they don’t really understand. So guess what? If they don’t understand, they have to insert their own ideas because they’re not going to just leave a vacuum there. So they make it up. Well now, wouldn’t you rather communicate to them in a language that they understand rather than giving them the opportunity to make it up and then make their decisions based on what they made up? You see, the curse of knowledge manifests when a master and you are a master of chiropractic, you’re a master of chiropractic communications, you’re a leader, but that means that if you fall subject to the curse of knowledge, you take your 10 level expertise and you boil it down to about a six or so, thinking that must be simple enough for the patient to understand it.

The problem is most patients operate at a level one or two. They’re not dumb. They’re just under-inform on this very important subject matter. So if you continue to talk in terms of chiropractic terminology, doctors speak, so to speak, then the likelihood of them following is very small. Now, if they like your personality, they may stick around for a program of care, but if the idea is to try to transform the world by helping people understand what the real chiropractic dilemma is, then we need to do a better job transcending the curse of knowledge. So what I recommend is instead of using chiropractic terminology, to explain what’s going on with the patient, rather use common language, use plain English. “Ms. Patient, I bet you’d appreciate if I translated what was wrong with you out of doctor language, into very simple words that you could understand, would you appreciate that?”

“Oh, doctor, I would love that nobody ever does that. I try hard to understand, but I can’t follow the doctor talk.” “No problem, Ms. Patient. Here’s what I want you to understand. The reason why you are sick is because your brain and your body, they’re not adapting to the stresses of your life. You have physical, chemical, and emotional stresses. And in order for you to heal, you have to do something to make those stresses less, or even make them go away entirely.” Now, why is this so important? When you talk to your patient in terms of pain, the pain will come and go. And unfortunately, a typical patient comes and goes when their pain comes and goes. But every patient understands that the stresses of their life will never stop. They’ll always be there. So if in your report of findings, instead of dazzling them with a lot of doctor terminology, instead you say, “You’re suffering from unadapted to stress. And what we’re going to do is we’re going to tackle each of these aspects of stress.”

Now, you’re communicating in a language that the patient can clearly understand, because they don’t really know what a subluxation is, but they definitely know what stress is. They don’t know what a vertebra is, but they know they have a brain. So if you translate your message from convertible subluxation into brain stress, now you’ve got a fighting chance of being able to communicate with them. Now, does that mean we shouldn’t use the word “subluxation”? Absolutely not. We should use it. We should just use it at the right time and place. And not when we’re introducing these rather complicated concepts to patients. They just can’t follow. Might some of them be able to parrot it back to you? Yes. Some of them can probably make you think that they understand, but most of them don’t. Rather, let’s communicate to them in a language that they understand.

And you can transcend this one mistake that practically every chiropractor makes. The more you explain what you do in language that patients understand, the more likely it is that you build the practice and the lifestyle of your dreams. And after all, what are we doing this for? We want to help a lot of people and we also want to have something to show for it. You’ll be amazed to discover that as you transcend the curse of knowledge and communicate in a language that patients can understand, your practice and your life will reflect the difference. I’m Dr. Dennis Perman, for the Master Circle Global signing off of Thrive in 5 for today. Thanks for watching.


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