Pissed, by Dr. Ogi Ressel

Thursday, May 28th 2009

I've been putting off writing this THOT to you but I feel I must. I am
really pissed at some of the attitudes of the doctors I encounter -
suspicion, deflation, ego problems, self-esteem issues, anger, and
jealousy - just to list a few!
Enuf!

You are your own problem (and solution). What you see in the universe, sees you!

Stop looking for reasons and excuses why your practice is not happening.
If you'd like to find the cause of your difficulties, look in the mirror -
whatever stares back at you is your biggest challenge! In some offices,
if I could remove the doctor, the practice would simply go ballistic!

So no more whining, wingding, crying, praying, hoping, wishing, etc.
Accept that fact that the reason you are where you don't want to be is because of you.

There are things that you are doing (or not doing), or not aware of, that do
not resonate with your patients and your community - it's really that simple.

The reason I'm pissed at some of the attitudes that doctors have is because
I feel Chiropractic is the greatest gift Man was given. And we are squandering it.
We are not using it to its greatest potential. We often see it as some sort of a job.
Let me tell you bluntly that it isn't!

I firmly believe it is a calling and you have been chosen - like it or not.

My mission has always been to help as many people in my lifetime as I could -
especially children. When I was in practice, I realized that I can only help so
many with my two hands, but if I teach other doctors to do the same, we can
change the face of health care in North America in 5 years. Impossible?
That's what they told Copernicus (who, by the way, was also Polish)....and remember;
God never gives you a challenge too large to handle - let's get on the band wagon!

I firmly believe that all chiropractors should have a mentor (whether it be another
coaching program or mine) - someone who they can trust implicitly and resonate with.
Someone who can untangle and make sense of the web of marketing, PR, clinic
procedures and efficiency, staff issues, colleague issues, regulatory issues,
patient issues, and clinical and patient care issues. Someone who can guide you
and your practice forward with honesty, integrity, clinical savvy, and be a friend
at the same time.
Someone who has your best interests, and those of your patients, in mind.

Here's why:
I believe that practice in today's world can be challenging - patient expectations,
political and socioeconomic climate, mad and fierce competition from the
medical-pharma armada, our own often bizarre licensing regulations, as well
as our own and family expectations and pressures, to name just a few.

Every day, I speak with doctors who have been in practice 15-25 years and
once had a very busy practice, some years ago. They have witnessed the
slow erosion of their practice over the years - what worked to make them busy
in the past, is no longer working today. Frustration sets in and doctors begin
the treacherous road to self-doubt.

These are the practices that are built on a platform of marketing for new
patients - these doctors have been taught that marketing is the way to go.
These doctors are convinced that the way to succeed is to have an amazing
marketing plan in order to capture these elusive new patients - much like
hunting game.....And the heads are then mounted on the wall in the clinic
Trophy Room. 

These doctors are frustrated and are slowly accepting the fact that they
are now has-beens.

I want you to know that there are also a multitude of young doctors
out there who are also experiencing the same fate - low new patient numbers,
low patient volume, low income, and low self-esteem.
What was once a groove has turned into a rut.

I want to be very emphatic and state clearly that this does not need to be
the case - you need to change your perspective. You need to realize that
what your community wants and expects from you has changed - you have not.

This may come as a shock, but I want you to know that marketing is not the
way to go in today's climate. No.
It is not about building a better mouse trap in order to capture these elusive
and evasive new patients.  
Your patients don't come to see you because of your blue plate special
offer for a new patient exam.
No.

Would you come to see yourself under the same circumstances?
Uncomfortable question?

Today's patient is well educated as compared to a few years ago - they want
more answers and cogent explanations rather than philosophy, drama, and
religious hype. They want "meat and potatoes" for their buck.They expect
you - their doctor - to be real, not some idealistic king of marketing.  In
other words, people are going back to values that matter - honesty, integrity,
clinical excellence, warmth, caring, etc.

This "marketing plan" is easy. It is timeless. It never needs to be changed.
....and it fosters patient trust and confidence in you.

When that happens, you'll need CAs guarding your doors with grenades,
beating off the crowds.
You think I'm joking?

I've writing my THOTS for a few years now and I still have not heard from
some of you. Please feel free to reply - it will be my pleasure to get to know you.

If what I've said stirs your heart and soul - it is a sign that either things i
n your practice need to change, or you do.

What a wonderful opportunity!
I'd welcome your call.

Warmest wishes,
Dr. Ogi Ressel