Competition, by Dr. Ogi Ressel

Wednesday, June 17th 2009

Warm hellos to everyone!

Ok...enough being Mr. Nice Guy! I need to pull out all the stops!
I need to address an issue which no one wants to talk about openly.

Associations dismiss this, Boards do not give this any credence, chiropractic
conventions and seminars pretend it is not there and generally consider the
subject taboo - and it is left to the individual practitioner to handle.....and
it is not easy!

Let's talk about competition.
See...now I've said it. The bury-your-head-in-the-sand unspeakable,
The unmentionable. The unthinkable. ....And the very real!

There seems to be some sort of unwritten code which does not permit a
chiropractor to even think about this issue. We simply pretend it is not there.
We pretend that it does not exist. We pretend that every other doctor is as
passionate and dedicated and altruistic as you. We pretend that it does not
matter if the new patient that was scheduled with you, suddenly decides to
see the "other guy." - after all, they are still receiving Chiropractic care. And
we fool ourselves into thinking that we are totally Ok with this - all the while
we are roiling inside.

See....here is the thing you need to understand: Every new patient you see,
the "other guy" doesn't. And vice versa - every patient he/she sees, does
not see you. This is a loss, either for you or the other doctor....and this is
the crux of competition.

And it all stems from the fact that the public does not embrace the Chiropractic
Lifestyle as a household entity - yet!

People have the mistaken concept that we do this back pain "thing." And
that is what we've taught the public to believe. We crack backs and necks
and try to sell orthotics and vitamins to the unsuspecting public - that is the
perception. And that it is expensive and they try to get you to go for life -
more perception.

And much of it starts with the concept that has been propagated by a number
of seminars - in order to have the practice of your dreams you need to market
your brains out..... And the one with the best marketing plan wins the game.
This spawns severe competition for each and every patient - like to admit it
or not! So the game is afoot: He with the best ploy, wins. Most doctors get so
caught up in this vicious and very expensive cycle that they fail to realize that
marketed patients are one of the worst groups out there - right alongside the
"Mall People." Who needs ‘em? You do! Of course. It is a case of need. Yours.
But....what if you actually did not need that patient? What if they needed you?

Interesting concept.

Competition is actually quite healthy. So please admit to yourself that you are
in direct competition with all the other doctors in town. The problem is that
competition can also breed jealousy and resentment. And it can be the fodder
for Board complaints and all sorts of "nasties" that doctors have been known
to do to each other - one doctor attempting to discredit another in the eyes
of the Board knowing full well that the Board is under mandate to investigate
all complaints made - no matter how trivial. Unfortunately, this occurs very frequently.

I've found that the best way of minimizing competition with other doctors in your
town is to practice from the perspective that people need you and not the other
way around. And the only way to do that is to become very sought-after in your
community. To become a Wellness expert in pediatrics and family care. To become
the best and most talked about doctor your community has ever seen. Ever.

Not the best at marketing, not the best at sales, not the best at closing 'em, not
the best at BS, and not the best at fear tactics executed brilliantly in the name
of Christ. No! The best at being a doctor. There's a concept!

You see, competition is for the average doctor who needs to market to survive -
it is a survival mentality; when your life is focused on LACK.

I suggest that you rise above this mindset. I suggest that you focus on abundance -
tons of children and their parents waiting to see just you - no one else. A waiting
list of new patients that is weeks long - no one leaves.

And an office that is vibrant, fun, carefree, focused and has no back doors.
Who needs competition?

Warmest wishes,
Dr. Ogi Ressel