Fear Tactics, by Dr. Ogi Ressel

Tuesday, May 26th 2009

Warm hellos to all;

I was going to choose a different topic, but a doctor from Washington
State sent me an e-mail about an issue which he was quite upset
about - I decided to make it the topic of this week's THOT. Call it divine
intervention -  this is something that is simply not Ok!!

Let's talk about Fear and how fear-tactics are used in some seminars to
frighten patients so that they unconditionally sign up for care.

....A number of you will know what I am talking about - you have been
exposed to these tactics and found them distasteful.
Relax......so do patients - they are not stupid.

Here is an example script, from a Day Two of one such seminar - and I am
quoting directly: "I have found a lot of damage in your spine" ...........and
this is always followed by: "It is worse than I thought" .

The doctor will then proceed to scare the hell out of the patient by telling them
that their spine is "rotting, the discs are degenerating, the ligaments are breaking,
and the bones are fusing", ....and patient is in her early 20's.
 ..........Let's get real!

It is well known that the Vertebral Subluxation will cause degenerative changes
with the eventual goal of stability and bony ankylosis. I know this topic better
than most - I wrote three extensive papers on it. It is also known that this process
can not only be attenuated, but can even be reversed.

I see nothing wrong with presenting this process to a patient in realistic terms -
with compassion, understanding, warmth, and hope - without evoking  tears, fear,
and anxiety. But that is not the object of a number of these seminars. The goal
here is the total submission of the patient - and all beautifully wrapped up in a
wonderful sales pitch to have the patient sign up with their new saviour - the doctor.
What bothers me the most, and I know that a number of you feel the same way,
is that this is all done in the name of Christ - so it makes it Ok!  .......Gives me worms!

I can almost hear Dr. Christopher Kent say: " ..makes my sphincters fibrillate"
I don't think God would have wanted you to frighten patients so that you can line
your pockets in His name.

Have these people ever heard of ethics?

The other reality is that if the patient is too frightened, he/she will leave the office
and go and get a second opinion from either another Chiropractor,  or worse,  
the patient's MD....and here is where the whole plot and agenda begins to unravel. 
That is why these seminars instruct the doctor that it is absolutely imperative for
the patient to bring their spouse - so that there is "support" in making the "correct"
decision and that the  "fear of flight" is minimized. So the "trick" is to frighten the
patient just enough for submission, but not enough so that they leave. How do
these people judge what is enough? Is it the tears of the patient that are the magic
indicator? or the shallow breathing? or the terror-widened eyes? or the look of panic
in the eyes of the patient?

What is the criteria? Or is it simply the internal bells of violated integrity that are
going off in the doctors chest? Is that it?
Interesting concept!

The good news is that fear-based marketing is short-lived and these doctors
are on a constant prowl for New Patients - they never mention how many
patients simply "wake-up" and leave their offices. Sooner or later patients catch on
to this sales game and the doctor begins to get a reputation of being dishonest
and untrustworthy - The Death of a Salesman comes to mind.
This is deadly - especially in a small town. There, you can kill your practice overnight.
One doctor almost did, before he joined the PEP Program.

The real damage is that a patient sought out Chiropractic because they've
heard that Chiropractic could help them. ....and they placed their trust and
confidence in the doctor. Their trust and confidence have received a beating
and this patient will probably never trust another chiropractor again. Not only
that, but the profession has gained one more opponent who will speak to
others about theirexperience - and it will not be in a positive light.....and you
wonder why you are having a difficult time with New Patients?

The good news is that doctors who practice in this manner leave themselves
wide open to prosecution from their governing body - after all, they have violated
public trust and used fear tactics for financial gain. State Boards love to get their
hands on these people.

The ensuing legal battles will cost these doctors hundreds of thousands of dollars
and in the end the question will remain: Was it worth it?

The answer is blatantly obvious.

The other good news is that these seminars have been steadily losing clients -
doctors are beginning to realize that this is not an honourable way to practice,
so they look for a different approach. When this mass exodus occurs, the seminar
usually changes it's name so that it now appears "brand new" and the whole
cycle is repeated.
Have I missed anything?

I know, I know,.....I've just unloaded a whole bunch of "crap" that has been
on my mind for some time - it bothers me because it gives ethical coaching
programs a bad name.

We have talked about this issue before; your practice success is not based
on fear tactics executed brilliantly in the name of Christ. No!

Your success is based on honesty, honour, integrity, trust, and the confidence
of your community in you!.....and there are no shortcuts!

.....and that is what the Practice Evolution Program is all about. I don't teach
any "glibby" sales pitches or "successful closing techniques"
.....not even one!
And you can sleep at night knowing that you have not violated your integrity - what a concept!

For those of you who still have not visited our website and taken the
Practice Health Mini Check-up....What are you waiting for?

Stop procrastinating and just do it! I'll give you suggestions and advice that
will help you with your practice immediately......and there are no strings attached!
....and no lame sales pitches either!
So, do it!

Warmest wishes,
Dr. Ogi Ressel