Archive for February, 2008

THE PERCEIVED VALUE VERSUS COST FORMULA

Monday, February 11th, 2008

Whether a person chooses to continue or discontinue chiropractic care depends upon how much the person values the care when compared with how much they feel it is costing them.

If the value appears greater than the cost the patient will continue care. If the cost appears to become more than the value they will discontinue treatment. The more we can increase the perceived value the less we need to worry about the cost!

VALUE INCREASERS:

1) Experiencing benefits from chiropractic care. Especially if those benefits are over and above the initial complaint or the benefits expected.

2) Increased education and understanding about chiropractic.

3) Third parties (family and friends) experiencing benefits: Another great reason to stimulate referrals quickly.

4) A “paradigm shift”: Changing people’s attitudes from “don’t fix it till it’s broke”, to one of maintenance, prevention and/or preferably wellness. That is “getting the BIG idea”!

COST INCREASERS:

1) Financial constraints: The amazing thing about this factor is that the more you can increase perceived value the less important this becomes. If you want it then you will find a way to pay. However cost is one of the main reasons people discontinue.

2) Time constraints: The old saying is that “time is money”. If it takes a person more than 20 minutes to drive to your practice; then they sit in your waiting room for 20 minutes; then it takes 15 minutes to get adjusted; then it takes 5 minutes to pay and reschedule – that’s 80 minutes out of their life. And then you tell them you want to see them 3 times a week? Big cost.

VALUE DECREASERS:

1) No or slow perceived response to treatment.

2) A reaction to an adjustment.

3) ‘Chiropractic consultants’: Rumor, opinion and hearsay can always affect the attitude of a new member of the chiropractic “family”.

4) Our attitude towards chiropractic: It ‘rubs off’ you know!

5) “The law of diminishing intent”: Ever made a new year’s resolution; then a few weeks later it just doesn’t seem that important any more? Day to day stresses and commitments and the distractions of “life” seem to get in the way. That is – the original commitment gradually becomes diluted to the point of becoming unimportant:

If we constantly feed, reinforce and nurture our goals and resolutions there is less chance of them fading and getting lost in this way. It is never safe to think that a patient has got “the big idea” now, and will hence have it forever – they need constant feeding, reinforcement and nurturing of their goals and resolutions.

TWO WAYS TO GET PEOPLE TO DO THINGS:

1) Control and manipulate: This is like trying to get a donkey to move by putting a carrot in front of its nose or hitting it from behind with a big stick. The problem with these techniques is that the reward or the punishments need to be continually increased to receive the same response over a long period of time.

In our health care setting this would take claiming bigger and bigger benefits to our patients as they feel better (the carrot), or convincing people that if they don’t continue to see us something terrible will happen to them (the stick). At some point in time the carrot and the stick will not be big enough!

2) Build relationships and teach by example: This is not about getting people to do what we want them to do: It is about showing people how they can get what they want – by following our example!

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WHY ATTEND TORQUE RELEASE TECHNIQUE TRAINING?

Wednesday, February 6th, 2008

There are SO many chiropractic programs and techniques available to Chiropractors nowadays – Alphabet Soup you might say. For this reason it is imperative that each DC choose programs which are going to give them real value for their money. Nobody wants to attend a program which gives them one take-home strategy which they will use on one patient a week; or worse still leave the class and never implement a single aspect of the training. Below is my list of reasons to attend Torque Release Technique based on feedback from previous graduates of what changes the most in a DC’s life after attending a TRT program…

1) Better results with the majority of your patients – so many programs tell you that they are going to help you get better results with those “problem patients”. Isn’t it perplexing how we forget about the 80% that are getting good results and focus our minds on that 10% that isn’t responding: And we’ll spend big dollars attending a program that will help us get better results with the people who provide us with a small proportion of our income!! What if you could attend a program that will convert your good results to great results – imagine what will happen when 80% of your practice is getting better results?

2) Absolute certainty that you are adjusting the subluxation which most needs to be adjusted, at that moment in time, with the correct vectors and contacts – by contrast most other systems give you a list of possible subluxations, and then you either adjust all of them or make some subjective decision as to which ones you will adjust on that visit – and then there’s a bunch of systems that place no value or priority on what needs to be adjusted (if it pops then it must have needed it) – near enough is not good enough.

3) Increased retention – Because most other systems are linear and mechanistic they don’t adapt to the change that is happening: They see patient plateau at some point in the care program – plateau is the biggest enemy of retention – TRT is non-linear and vitalistic – in other words; the adjustments adapt and evolve as the patient’s nervous system goes through plastic changes – this means that patients keep getting significant changes after each adjustment – and excited patients stay and they refer.

4) Very quick analysis system that helps to cut down the number of adjustments needed each visit while still giving the best results – It IS possible to give someone a high quality adjustment in less than 2 minutes.

5) Less physical strain on the DC’s body – many DCs are paying a personal price physically and mentally due to how hard they are working to give their patients great adjustments – TRT is very easy physically and very orderly mentally – you get to the end of the day with energy still left over for your family and interests.

6) Every DC who has ever implemented TRT to some degree has increased their practice volume, while often reducing their working hours – TRT is very helpful for DCs wanting to practice high volume.

7) It is the first analysis and adjustment system to be totally neurologically based: The indicators we use are neurological indicators, the analysis system we utilise is neurological, and the Integrator adjustment is a neurological intervention.

8) It is the only system that breaks Chiropractic out of a mechanistic model: Most systems talk about the nervous system in terms of the outcomes, but then regress into biomechanical speak, assessment and intervention – “I’m a wellness Chiropractor and I straighten spines” – NOT! – a straight spine does not guarantee wellness – only improved neurological function guarantees wellness.

9) It is the only system that offers a completely vitalistic application of our vitalistic philosophy – totally congruent with the 33 principles and yet current with quantum science: Mechanism is not a subset of vitalism; it is a subset of reductionism. Vitalism requires a respect for the life, spirit, energy and intelligence of human existence – does your “treatment” release human potential, or does it impose your belief of what angle a cervical curve should be?

10) Increased understanding of the emotional component of subluxation – how emotions contributes to subluxation – how subluxation impacts on the emotional component of the nervous system – and most DCs see bigger changes in patients emotional states when they use TRT.

11) Totally congruent with WELLNESS practice – many DCs say they are wellness DCs, but basically have a practice full of people who come for regular check-ups – a wellness practice can only be measured by improved state of wellbeing in the clients, not by how often someone gets adjusted – TRT DCs find that their practice members go through major shifts in their state of wellbeing.

12) The level of satisfaction with the Integrator is much higher than with most other instruments – most DCs use their instrument as an alternative to manual adjusting – when all else fails or when they feel it is not safe to adjust manually. The opposite happens when DCs use Integrators – they are usually shocked to find that they actually get better changes and feel their adjustments “hold” better when using an Integrator. And those recurring subluxations that used to be back again every visit suddenly seem to clear and no longer recur.

13) They discover a massive demographic of new patients who would never see a “bone cruncher” but love the low-force approach – Like it or not – the manual adjustment has been the vehicle with which most DCs have produced great health changes in their customers. But at the same time the manual adjustment suffers from a very poor public relations history: From comedy shows, to fanatical and very vocal cynics, to a large segment of the general populace – there is a huge number of people who question “cracking backs” as being of little therapeutic value, and of much unnecessary risk. When you use a low-force adjusting approach – you enter a new game – and you find a whole new marketplace.

14) Enjoyment, fulfilment, passion and excitement seem to happen in DCs lives. It amazes me how many DCs are actually struggling in practice emotionally – and are in a state of disappointment, boredom or burnout. We get so many phone calls and emails a few months after a TRT program with amazing stories of renewed practices, revived enthusiasm, and unexpected but well-deserved rewards

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