What Do You Sell?
UNDERSTANDING & ACTING UPON YOUR (CUSTOMER) PATIENT BASE PART (I)
By Sam Reader
Compliments of S.G. Reader and Associates, Inc.
I dare say there are many doctors who will practice a 30-year career never identifying what it is they sell. For this reason, these same doctors will spend a career practicing pain relief while complaining about insurance policies and the patient’s lack of interest in long term wellness care. A doctor who does not take the time to study his/her market and have the courage to act upon it will instinctively qualify the sale in the path of least resistance pain relief. And rightfully so, it is low confront – low risk from the doctor’s point of view in terms of patient rejection and abandonment. It is shocking (disheartening) to see the 20-year graph on patient retention – from the upper thirties to the low and mid teens.
So what has changed over the last 20 years? The doctor’s lack of interest with the patient, or the doctor’s acceptance of the patient’s policy plan as the bottom line guide to health, underscored by the profound dead-end statement,“Mrs. Brown, we will do and accept whatever your insurance will cover!” Little wonder why patient retention has dropped by half. There is nothing wrong with selling pain relief if that is your sell of choice. Knowing purposefully and acting upon what you sell, even pain relief, is honorable if it is motivated by truthful intent.
Is it possible that many doctors are in violation of the Hippocratic oath made when taking on the mantle of doctor? (Paraphrasing) “To do the best that you can for the welfare of your patient.”
Too many times I have experienced that the doctor is quick to down sell the patient’s welfare with a hasty and inaccurate judgment call when it appeared the patient could not afford care based on the clothing or car he/she sported. Body language from the patient is another powerful (deceptive) tool to spook the doctor to down sell. And it works! I’ve tried it. I’m sure you have too. If the patient can come across with an intimidating look that says: “I dare you to sell me. I will challenge you to try and sell me something that will cost me a lot of money; something I don’t really need. Go ahead and try – I’ll never come back!” Again, the doctor may be quick to compromise the patient’s welfare to avoid the fear of potential rejection and future referrals.
A hopeless situation? It isn’t! Strength comes from knowing what you sell. Patients want to buy hope. They will buy hope when your passion comes through the sell. This is the catalyst to succeed in retention and referrals – the patient’s long term welfare for health and happiness. This also explains why many good doctors have (unnecessarily) floundered too long.
The end sale is hope. This only comes through the passion of a clearly defined specific approach to diagnose and treat. In other words, the Sell.
So what do you sell?
1) Pain Relief; 2) Spinal Function; 3) Spinal Change; 4) Subluxation; 5. Organ Malfunction; 6) All the Above; 7) Some of the Above;
8) Other .
Enclosed is a sample from one doctor who finds passion in the sell of spinal function, a twist of subluxation, and organ malfunction. This is clearly defined in his one-page report of finding summary to the patient.
In Part (II), we will departmentalize and explore the options available in a clearly defined sell.
Be Clear. Be Honest. Be Strong. Enjoy!
Steven White D.C.
Report of Findings & Treatment Program
PATIENT’S NAME: Samantha Jones DATE: 11/19/04
FINDINGS (What is Wrong?)
Constant mild-to-moderate neck and shoulder pain (for over one year) from a curvature in your low back, straight to slightly reversed cervical curve, and numerous vertebra in your spine being out of alignment (C1, T1, L1, L3, L5) causing pressure, irritation and inflammation to the nerves and nervous system.
These misaligned vertebra have also caused the joints in your spine to become jammed. The supporting muscles have become tense, tight and spasm (to protect the nerve from more vertebral pressure). The surrounding soft tissues have become swollen and inflamed (from being stretched on one side and compressed on the other).
This has been there for sometime due to the degenerative changes in your spine, causing early signs of bone spurs and unequal spacing between the vertebra (degenerative osteoarthritis).
Pain (which will increase) is the result.
INJURY AND HEALTH RISK (Why these recommendations?)
- The longer the misaligned vertebra is allowed to put pressure on the nerves the greater the risk for permanent nerve damage and chronic pain.
- The longer the nerve pressure and the greater the risk damage, the more muscular, organ and glandular systems imbalances, increasing the risk for sickness and/or disease (ex, kidney problems, mitral valve prolapse).
- Progressive degenerative joint and disc disease (arthritis).
DOCTOR’S RECOMMENDATION (What to do now?)
28-32 treatments within the next 90 days
1-9 treatments are to reduce the pressure on the nerve, thus decreasing the pain and inflammation.
The remaining treatments are needed to guide the vertebra back into its normal (or near normal) position. As we are repositioning the vertebra, we are also retraining and strengthening the muscles and ligaments that hold and support the bone so it does not snap back to its old position re-aggravating an already irritated, inflamed nerve, compounding the disease process.
ADDITIONAL PERSONAL GOALS (What do you want to do that you can’t do now?)
Play with my grandkids, hike with my husband, and stay active during my golden years.