PATIENT RETENTION & THE MICRO-MOMENTS OF PATIENT EDUCATION (PART I)

Compliments of Sam Reader
S.G.Reader and Associates, Inc.

 In a random survey among patients throughout the country I was surprised of how many patients could not respond to the basic questions such as;

  1.   Why are there so many visits?
    2.  How do you know when I’m done?
    3.  Am I fixed when the pain is gone?
    4.  I feel better, I think I’m cured?
    5.  What is a subluxation?

     Interestingly, many of  these patients have attended the mandatory spinal care class.  I was also surprised in how many staff members could not answer these basic questions.

Dilemma:

       How is one to build patient retention through education while competing for the patients time?

Answer:

        Small windows of teaching opportunity, sometimes referred as micro-moments.


Questions:
1. Would it be fair to say that a busy dual income couple putting in a combined hectic work week of 90 hours, with children at home, find a mandatory one hour Spinal Care Class Interesting?

2. Would it be fair to say that the Mandatory Spinal Care Class being taught by an ill-prepared doctor be interesting to the time pressed couple with waiting children to tend with after a hard days work?

3. Would it be fair to say that the presentation skills (energy, pitch, rhythm, tonality, etc.) over all personality and flair of the doctor be interesting enough for the busy couple to say, “WOW! that was well worth my time, I’m glad the doctor has a mandatory class”!

If we answered NO to any of these questions what makes us think our own patient is some super human capable of enduring these horrendous moments?

Many families no longer live in the era of Ward and June Cleaver (Leave it to Beaver) where mom and dad have expendable time for the week. Time for these families is a precious commodity. I keep using the term Family because most doctors tell me they want to build Family Practices.

Dilemma:

How is one to build patient retention through education while competing for the patients time?

Answer:   Small windows of teaching opportunity, sometimes referred as micro-moments.
Solution:

In a random survey among patients throughout the country I was surprised of how many patients could not respond to the basic questions such as;

1. Why are there so many visits?
2. How do you know when I’m done?
3. Am I fixed when the pain is gone?
4. I feel better, I think I’m cured?
5. What is a subluxation?

Interestingly, many of these patients have attended the mandatory spinal care class. I was also surprised in how many staff members could not answer these basic questions.  I’ve always believed that a clinic can grow no faster than its most educated patient, and that a clinics most educated patient is no smarter or stronger than its staff.  Micro-moments are much like political sound bites, well worded phrases easily remembered. Micro-moments make the most of a students attention span, six to eight minutes on the average. Micro-moments take place through out the patients care. Micro-moments come in such small dosages it literally becomes a pain free learning experience for the patient.

Enclosed is a sample of a first in a series incorporating the micro-moment. Questions I have about chiropractic… but am afraid to ask!! This hand out is usually given between the fourth and eighth visit and/or when patient shows signs of pain relief.

The dialogue might go like this.

Mrs. Brown, this is your fourth visit here. I believe this makes you an official chiropractic patient. I t also means family members and friends will probably ask how you are feeling? Your first response might be, Great! Your friend will say, really, what are you doing? Some patients might be a little reluctant to say they are going to a chiropractor for fear they might ask questions they can’t answer. So, here you go (hand-out). Questions I’ve always wanted to ask my chiropractor… but am afraid to ask!!! You do not need to memorize all these answers, just get acquainted with them. When your friend says, “Don’t chiropractors keep you going with visits for ever”, you can answer their questions with ease and who knows, we might help your friend as well.”

Again, the random survey boiled patient concerns to approximately nine questions. Although these answers may vary from doctor to doctor, change them to suit your style. Make the most of the Micro-moment.

ABC FAMILY CHIROPRACTIC

QUESTION I HAVE ABOUT CHIROPRACTIC…
BUT AM AFRAID TO ASK!!!

1. WHAT IS SUBLUXATION?
A subluxation is when one of the bones in your spine is out of place and irritates (pinches) a nerve. This can cause pain, spasm, numbness, and loss of function or control.

2. WHY SO MANY VISITS?
The goal of our treatment is to get you better by correcting subluxations (bones irritating nerves). I work at realigning the bones by training the muscles and ligaments to support the bones in its normal position thus removing the subluxation and allowing your body the opportunity to heal its self. Many factors contribute to the total time needed to accomplish this task. Injuries, time, age, STRESS, and overall health will affect the way your body is able to properly heal.  Remember that many times while we are correcting your subluxations, the stresses that caused or contributed to them may still be present in your life. This makes it necessary to be seen frequently at the beginning, then as your body heals PROPERLY, you do not need to be seen as often.

3. HOW DO YOU KNOW WHEN I AM COMPLETELY HEALED?
The frequency of care is reduced or care is ended when clinical test findings, neurological and orthopedic exams, x-ray findings and nerve meter readings indicate that the vertebral subluxation complex (bone pinching nerves) Has been reduced, stabilized (holding), or corrected.

4. AM I “FIXED” WHEN THE PAIN IS GONE?
NO! I expect you to be out of pain within the first two to three weeks of treatment. Your body has not had the opportunity to properly heal itself in that time and you are very susceptible to re-injury and re-occurrence of the original problem if treatment is discontinued. Be sure to complete your recommended treatment schedule to ensure your return to optimal health.

5. I FEEL WORSE; HOW DO YOU KNOW THIS IS WORKING?
In the process of correcting your subluxation, it is normal to experience some discomfort and soreness at the beginning. Typically the pain is gone in about 1 to 2 weeks. Exceptions may occur especially in the more severe cases or when there is trauma involved. Changing the architecture of the spine to make it better will cause some soreness as the muscles and ligaments heal properly. The following will best illustrate the idea: If you had a splinter in your arm and left it there for 5 years and then after 5 years you decide to remove the splinter, would it hurt as badly as the day you received the splinter or would it be pain free? The same is true with resolving subluxations. It takes time to heal and sometimes it is sore.

6. WHY DO YOU RECOMMEND 30 VISITS, BUT MY INSURANCE WILL ONLY PAY FOR 12 VISITS?
Insurance companies look to get you out of acute pain situations. This generally happens after the first three weeks or 12 visits. I call this type of care a “patch” because it does not correct the problem (subluxation) on a long-term basis. The option I offer you is a reconstructive care, which takes more time and is more complete. I work at changing the structure of the muscles and ligaments to hold our spine in the correct position. By restoring your spine to its normal position, it is inherently stronger and able to heal properly and completely.

7. IS THERE MORE TO CHIROPRACTIC THAN LOW BACK PAIN AND WHIPLASH INJURIES?
YES! Here are some of the conditions that respond very well to chiropractic treatment:

Headaches Asthma
Migraines Numbness in hands or feet
Neck pain Shoulder problems
Shortness of breath Knee problems
Foot pain Poor circulation
Nausea Heartburn
Children’s spinal problems (scoliosis) Carpal tunnel syndrome

There are many more. Please come to me if you have any questions regarding a condition and I will confirm if it is a Chiropractic problem.

8. WHY IS IT WHEN PEOPLE START GOING TO CHIROPRACTORS, THEY CAN NEVER STOP GOING? MY HUSBAND WON’T START BECAUSE HE “DOESN’T WANT TO GET HOOKED”.
When I was in a teaching clinic in Los Angeles, a patient asked me the same question, then answered it herself. She informed me that because of chiropractic care she knows what it is like to feel good. She told me how the stresses in her everyday life add up until she starts to feel bad again. Because she prefers feeling better, she continued to come in and receive maintenance care.

9. WHY WOULD MY MEDICAL DOCTOR BE DEAD SET AGAINST ME GOING TO A CHIROPRACTOR?
That is a very good question considering the fact that he should be as concerned about your health as I am, Some people are afraid of what they do not understand and this may well be the case. Others have been misinformed and have serious concerns about chiropractic. Unfortunately, there are a few that see me as competition and this is very grievous because my main concern is in restoring your health. Most Medical Doctors see Chiropractors or at least refer their patients to Chiropractors. Question your Medical Doctor as to his motives why he does not want you to see a Chiropractor, then decide what YOU want to do to restore your health.

In conclusion, do you know what the definition of a doctor is? It means TEACHER (really, look it up). So a “real doctor” is a real teacher…one who educates. As you already know, we constantly try to teach you to take care of your own health naturally, without drugs or surgery. If you have any other questions please ask me so that we can better understand each other.

Dr. L. Tom Adams, D.C.,
1212 W. Anywhere Drive
Anytown, AZ 85016 (602) 924-1111