Perception, by Dr. Ogi Ressel

Monday, April 27th 2009

Warm hellos to everyone,

I have to tell you - Phoenix was absolutely fantastic! The energy and enthusiasm
could have levitated the hotel! ....And the fact that it was 80 and warm was a bonus!

 Ok......Let's talk about reality for a moment - how your patients and community see
you!........And there are varying levels and expressions of this...

Many DCs feel that Chiropractic is such a simple and logical instrument of health
and cannot understand why people just don't get it and drop out of care.
Let's listen in on a conversation between two friends across a backyard fence:

"Hi Joe, good to see you - it's been awhile."
"Yea, Bob. I've really been busy with my son and his Asthma."
"So, Joe, how's Bobbie doing?"
"He's doing much better since we've been seeing Dr. Smith, my chiropractor
down the street."
"Wonderful, Joe, ...but what's cracking the back got to do with his breathing?"

 A pretty down-to-earth, honest exchange, would you not think?
How Joe answers that question will entirely depend on his reality and what you have
taught him.
But ....here's the most important question: Will Bob be intrigued enough to call
Dr. Smith about his daughter with Colitis and his wife's urinary dribbling?
Are you teaching your patients how to answer their friends' questions?
If not, why are you surprised that you are not getting any referrals?
To the average Earthling, Joe's question is very real and to the point.

Here's what I suggest: Sit down with your patients and ask them to explain to you
what you do. Many of you will be shocked at the answers you receive.
Something to think about...

Let's talk about another reality.....how we appear to our patients:
I must laugh at an ad I saw in the yellow pages fairly recently.
I want you to picture this for a moment: The ad had a photo of two DCs in full
length white lab coats, with a stethoscope around each neck. ...there's reality
for you! No wonder the public is getting mixed messages! Many doctors are on
some sort of a kick - they want the prestige, power, and glitz of being an MD.

But you need to face the music - you're not!

You are that very special doctor that everyone is talking about. That special
individual who holds the power of the Universe in his/her hands. Whose hands
are amazing instruments of healing!
Yes, I am talking to you! Are you listening?
I am going to suggest that you all do the following "homework";
I invite all of you to watch at least two shows of "Oprah".
Why?
Here's the reason:
There are no "airs and false graces".
She's been through literally everything; poverty, riches, court cases, etc.
She listens to everyone - whether you are a celebrity of someone from the
audience - everyone is important and gets her total and undivided attention.
She's warm.
She's genuine.
She's authentic.
She doesn't dress uptight.
She's close to the audience at every show.
She gives amazing service.
She's not flashy - and people can easily relate to her.
The result is that she has the number one talk show on the planet.

There is a lesson here:

If you want the practice of your dreams, you need to be real to you patients
 - your office and procedures must be real to your community....AND your patients
must totally get what you do!

So....you may want to look carefully at what you do, your office procedures,
how you conduct yourself, how your staff answer the phone, and what people
think you do.
 .....and that is just one of the strengths of the PEP Program - it is real to your
patients. No fluff, no bovine excrement, no sales, no gimmicks, and no glitz.
Honest!

Ask any of the PEP doctors listed on the website: www.practiceevolution.com
 - they'll be happy to tell you.

...and for those who haven't done so yet, do the Practice Health Mini Check-up
on the same website - I promise that you'll learn tons about your practice.

Talk with you next week,
Warmest wishes,
Dr. Ogi Ressel