Posts Tagged ‘Value’


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!


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”!


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.


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.


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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Tuesday, January 22nd, 2008

In order to go through the step by step process of building your dream practice, it is necessary to start at the beginning: That is; WHOM DO YOU WANT TO SERVE?

There are three main reasons why you need to define your “ideal patient“.

1) To make you aware of the people presently using your services, that you enjoy serving. By identifying who they are you can better understand how to best serve, reward and encourage these people.

2) So that you know how to attract these people to your practice by better understanding their needs and values.

3) To help you determine what systems and procedures you need to put in place to help the rest of your patients to grow into being an ‘ideal patient’.


Think of the patients you presently enjoy serving in the practice; the ones you look forward to seeing and when you see their name on the appointment book it brings a smile to your face. Why do you like them?

Some of the characteristics we might need to consider include: Age, gender, occupation, socioeconomic group, culture, health status, attitude, sense of humor, marriage status, hobbies, interests, values, understanding of health care and chiropractic, with or without kids, appearance etc…


  • Communicative.
  • Obedient.
  • Positive attitude and outlook.
  • Inquisitive.
  • Health conscious.
  • Believe in chiropractic.
  • Value chiropractic care.
  • Honest.
  • Any age, gender, culture etc.
  • Families.
  • Pays for care.
  • Refers others.
  • Gives recognition for the care they receive.
  • Smile!
  • Doers.
  • Reliable.
  • Enthusiastic.
  • Responsible.

Sit down with your TEAM and brainstorm the different attributes of your practice’s ‘ideal patient’ and come up with your own description…