SLICKO, by Dr. Ogi Ressel

Sunday, May 10th 2009

Warm hellos to everyone,

I wrote about this issue in the past but it is worth repeating.
It is an issue which most doctors are misguided and misled about.

Let's talk about S.L.I.C.K.

I want you to picture Mary, your new patient, sitting in front of you at
your report of findings, with her husband. She has already seen your
carefully scripted Report video and is now all ready, primed, and prepared
to listen to your spiel about these Subluxations which are the scourge
of Mankind. You present her with a number of colorful papers, inserts,
tear-offs, booklets - all very professionally done, glossy, colorful,
and mass-produced by someone who hasn't seen a patient in centuries,
if ever. You carefully explain her problem, the solution, the cost of her
care with you, and your recommendations.

The pages depict smiling kids, families together, laughter, and you
explain her problem in detail - with maps of the nervous system, the spine,
all the organs, as well as a pre-printed schedule of care, etc. You know
the type I'm talking about - we all use these. She carefully looks at the
pages in front of her - beautifully printed, glossy, in full color,
and......generic - they could apply to anyone - simply fill-in the blanks.
And she and her husband are then asked to make a decision on her
health and payment options you have presented her with - all beautifully
bound and glossy, colorful, ultra-professional, and totally impersonal.
SLICK.
And you then wonder why she decided not to start care with you and
she's not bringing in the kids either. You mutter something about your
"conversion" rate being dismal. Hmmmmm....

Consider a different side of the same coin:
Mary is given similar pages, but these are hand-prepared by you.
They are not glossy and may not even be in color. They are photocopied,
but it is obvious that the doctor has taken the time to meticulously prepare
and personalized them just for her. They are not generic and her husband
and her totally get what the doctor is attempting to explain. The payment
options and recommendation are the same, and yet her feeling is that
this doctor is concerned, and actually spent his precious time preparing
these personally by hand exclusively just for her.
....And halfway through the Report, she asked it would be possible to check
her children.

Let me ask you this:
Which scenario do you think is more impressive and more likely to provide
you with a patient who is going to accept your recommendations?
The answer is obvious.

Here's the problem; many doctors, have been convinced that the slicker
the presentation we provide to our patient, the more likely they are to sign
up for care. So we go all out to be slick and polished in everything we do.
I can hear the words of Bill Cosby....."Slicko, man!"

We use a hi-tech report of findings, slick videos, computer terminals at
each table, personal SOAP note computers at our belt, glossy patient
appointment calendars, glossy and glitzy report booklets, etc., and we think
that these ploys will guarantee that patients will be so impressed that they
will accept your recommendations AND stay with you for lifetime care.
......And refer everyone around them to you.
Right!
You need a life!

Listen...you need to get this. People do not want slick. No. They get enough
slick from the dentists and medics and insurance people, and used care
salesmen, etc. They want you.

They want that warm, personal, and "unslick" approach. That warm, fuzzy,
nurturing approach from you - their doctor. Don't get me wrong, patients
maybe impressed with SLICK, but they would rather have a doctor who is very
personal, who cares, is warm, and one who they feel genuinely cares for them
and exudes honesty, passion, and clinical competence.  

So.....take a look at what you do.  Have a meeting with your staff, and decide
to UNSLICK your office. The reason is simple - Slick and kids and a family
practice don't go together.

Warmest wishes,
Dr. Ogi Ressel