Creating Value
By Sam Reader,
S.G. Reader & Associates, Inc.
The Service we render to a patient is centered on value – the more value, the better the service. Good service is what every patient deserves, and besides, people will pay for good service. Actually, it’s deeper than that.
The “value pack” the doctor creates for this patient is serious business. It’s often complex, and rightfully so, because it is a personal concern – deep stuff that deals with one’s sense of worth, ultimately validating the doctor’s fee. Since value justifies the fee, it is interesting to observe how many ways a doctor tries to create value. Here are just a few:
1. VALUE AS IT EQUATES TO THE ADJUSTMENT.
There are many doctors who feel that the adjustment, in and of itself, is the ultimate value of placing the bone (and nothing else) is worth the usual and standard fee.
2. VALUE AS IT EQUATES TO THE TOTAL TREATMENT EXPERIENCE.
These folks are not much different than the aforementioned, other than adding physical therapy. Some feel it adds to the overall “feel good” package, while others feel it to be a powerful, critical tool for the acute and corrective care program. All the same, these doctors feel the total package experience, in and of itself, are the value. A value worth the usual and standard fee for each and every service rendered.
3. VALUE AS IT EQUATES TO FREEBIES.
Better known as the “baker’s dozen complex”, these doctors feel compelled to give services away. The adjustment alone is not enough – so they throw in a five minute muscle massage, some stretching and traction, with the ultimate bonus – extremity adjusting. All for the price of one adjustment! That’s value!
4. VALUE AS IT EQUATES TO PERSONALITY.
You can never sell one of these clinics to another doctor because it’s not Chiropractic that keeps the patients coming back. It’s “Dr. Saturday Night”! He’s funny; he’s charming, he tells so-so jokes, and, best of all, he will laugh at your jokes. You can bend his ear, and believe it or not, like Dr. Welby, he will counsel you through life’s “greatest trials.”
5. VALUE AS IT EQUATES TO PAIN.
Better known as “Dr. Fell Good”, these doctors have taken a sacred vow to destroy and eliminate every ache and pain in just one visit. This value pack includes and exhaustive deep muscle workout and a journey through every Chiropractic technique known to man. Because the doctor perceives himself as being only as good as his last treatment, every treatment is a million-dollar experience. This is value-plus and cannot be touched by most clinics.
6. VALUE AS IT EQUATES TO TIME.
Without a doubt, time is one of the best value padders. If all else fails, just spend more time with the patient. “After all, I’m a professional. I’m a doctor. There must be some kind of sensation I exude when these patients are in my presence. Therefore, the longer I sustain the sensation, the greater the value.”
The critical question is:
Why Do We Feel Compelled To “Add To” and /or “Pad” Value?
POSSIBLE ANSWERS:
1. I’m unsure of myself, my skills – my confidence is low.
2. I’m unsure about Chiropractic – how far can I take it?
3. What I do comes too easy – it should be harder than his.
4. I’m not worthy of this fee.
5. Competition is fierce! I have to give these people a reason to come to me – it’s what makes my clinic different.
If Third-party Pay Was Eliminated Today, Would It Affect Your Value Pack?
A clinic that builds it’s value solely on the adjustment, physical therapy, insurance and/or “pads” its value with free physical therapy, unlimited visits, extremity adjusting, muscle work, jokes, charm, counseling, and other time consuming “feel good” activities, is a clinic off the mark with respect to true value and is vulnerable.
Furthermore, since we don’t have the luxury of dealing (literally) with life and death situations like our MD counterparts, creating value in the Chiropractic profession becomes quite a different ball game.
RESOLVE:
The true value created for the Chiropractic patient is what advertising executives refer to as product imagery.
For example, let’s assume you are watching a television commercial for Calvin Klein’s Obsession perfume. What image comes to your mind? What sensations, feelings, attitudes, desires do you begin to experience? What do you see yourself doing? Is it worth $50 a bottle? So what did you just buy – a bottle of perfume water or something else? What you just bought was passion, romance, and sex!
The colored perfume water itself has no value, other than what it will get you. Sex! Sex is the bottom line; the perceived value; the end sale – the hot button that motivates you to purchase something that you may not even smell!
The product (reality) is a bottle of water. The product (imagery) is sex. Since imagery stimulates feelings and attitude – and feelings (emotions) dictate action (ultimate decision), it stands to reason that advertising think-tanks target, create, and build value with product imagery.
As I review a commercial for Lincoln Continental, again certain images are created in my mind. The facts on this
car’s performance and handling ability are important, but not as important as how I feel. The ultimate motivation to purchase this car is determined emotionally. The product (reality) is a comfortable, safe automobile. The product (imagery) is status!
There are hundreds of cigarette brands from which to pick. Why would I choose to smoke Marlboros? I think you’ve got the big marketing idea!
SO WHERE DID WE GET OFF SELLING THE ADJUSTMENT?
If the product (reality) is the adjustment…etc, what could possibly be the product (imagery)?
Herein lies our problem. “We don’t know what the product (imagery) is because we have never been told.” It is easy to understand why so many feel compelled to “pad” the value, since product (reality), on its own, is flat!
So, what is Chiropractic product imagery?
Can it be identified?
Will I be able to communicate it?
