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“Whoever undertakes to set himself up as a judge of Truth and Knowledge is shipwrecked by the laughter of the gods.” Albert Einstein

Is This Your Fear In Doing Patient Lectures?

One of the greatest fears that doctors have when doing an outside presentation or an in house patient lecture is that no one will attend. Well this can and does happen, Dr. Alan Russo of the Masters Circle relates a story of how , when he first started in practice he held a lecture in his office and the only person to attend was this little old Russian lady. Russo tried to decide if he should go on with the lecture or just send the lady home, he decided to do the lecture to this one individual. At the end of the lecture the little old lady asked, can I bring my husband in? The number of referrals over the years from this one lady, the only person in the audience that night was in the double digits by the time Dr. Russo left practice. So you see even if only one person shows up, do the lecture.

There are however ways of preventing this from happening, the key element is planning and advanced notice. Now too much advanced notice may cause the person to forget so you have to be careful about how far in advance you schedule your event.

If you are doing an outside lecture you should have a specific topic that you will speak on. Topics can include arthritis, fibromyalgia, headache etc. You need to market your lecture, either through a direct mailing or signage or both. If you are doing a direct mail, be sure to target the mailing to the specific market you are looking to attract. Always send announcements of your lecture to your own patient base. Even though these people may not have the particular condition that you are speaking on, they trust and respect you and if they do know someone with that condition they will tell them to attend the lecture. My suggestion is to do 2 mailings. If the lecture is scheduled 3 weeks from the date of the first letter then you should send a post card a few days prior to the lecture. If someone has registered only a few days before then a phone call a day or two before the lecture is in order.

Remember, your attendance will be proportionate to the amount of work you put in to promote the event.

The Art Of Self Promotion

For many chiropractors the art of self promotion conjures up images of arrogant know-it-alls. But in reality we all rely on some degree of self-promotion. Anyone who is starting their own business, or trying to sell themselves to a company say as a consultant requires you to make people aware of you and your abilities. While we’d like to think that our work speaks for itself, the fact is that before our work can have anything to say we need to put in some work to attract attention.

 

Self-promotion doesn’t have to be shady. We as doctors view self f promotion as insincere and most people who self promote show this in their inauthenticity. It’s clear that they’re not trying to build a relationship, but are only shooting for the quick payoff, whether that’s a sale, a vote. They are pretending to be our friend to get something they want. And it shows.

 

Real self-promotion extends beyond the initial payoff - and may bypass the payoff entirely. It gives people a reason to associate themselves with us, for the long term. It’s genuine and authentic - more like making friends than selling something.

 

The main rule of self-promotion is to be the best version of yourself and always try to add value. What separates you from everyone else who does what you do is the particular value you bring to you new patients. The same applies to your marketing efforts - people tune out if you’re just doing the usual blah, blah, blah about how great you are. Instead, apply your particular expertise in demonstrable ways. And most of all be confident. If you are telling people something that adds value to their lives, there’s no reason to feel as if you’re intruding. Stand up tall and show that you have faith in yourself and your abilities, After all, if you don’t have confidence in yourself, why should anyone else

It’s All How You Look At Things

One of the big differences between people who are successful in life and business and people who aren’t is how they look at things, which in turn shapes how they make decisions. If you aren’t satisfied with your current practice situation you might have more success by altering how you look at things and therefore how you decide to act.

To show how we look at things, and the difference it makes, here are a couple of situations where you might look at things in a new way. Read the full story to see multiple ways of looking at the same things.

At a bedroom, linen, and kitchen store, packages of six low-energy fluorescent bulbs are hanging near the checkout for last-minute sale to shoppers. The concept of being green has proliferated in recent years so the shopper, Susan, reaches up and takes a couple of the packages. She is happy with herself for joining the green movement and thinks, “Al Gore would be proud of me.” When unpacking the bulbs at home Susan has a ‘light bulb moment’ and realizes these energy saving bulbs are packaged in energy wasting plastic casing. That might be safe packaging, but what is wrong with the paper boxes of old? Is it that the plastic casing is see-through? Is it that these packages are easier to display? Susan wonders, “Is more energy used to make this packaging than will be saved using the bulbs in it? Maybe this wasn’t such a good green purchase when taken as a whole.”

Dr. Brett needs to become more proficient with a piece of new software, let’s say it’s Chiro 8000. He purchased it a year ago for a over a thousand dollars along with a Getting Started with Chiro 8000 book. He hasn’t opened the book. He’s opened the software but doesn’t understand how to get started. Today Brett is considering taking a class to get cracking and act on his New Year resolution to use what he has. Brett’s investment in the class would be $175 and 8 hours. Getting started seems like a good idea. Brenda, his girlfriend and firecracker analytic, asks a few investigative questions: “Brett, do you have 8 hours to spare? It seems you’re always doing work as it is.” She continues, “Is it possible that you could hire a tutor or power user who could show you one-on-one only the things that you would like to learn about? If so, wouldn’t that take a lot less than 8 hours? And, might it cost less than $175?” Hmmm. . . Brett never thought of such special education but the cost/value analysis Brenda is offering changes his leaning against taking the class but still to get the start he wants by hiring a tutor.

Verizon recently installed FIOS in a small townhouse community. Looking out his window Smitty, a seasoned businessman, did the calculation. There have been 5 guys here for 5 days digging the trench, laying the conduit, and putting things back in the original condition. That’s worth at least $6,000 ($30 per hour, 8 hours per day, 5 days, 5 guys). Then there is all that equipment and materials they brought in worth another $2500, at least. And the tree they killed and are now replacing is another $400. Plus, the installers have to come back on yet another day to run the conduit and hook up to each townhouse. That’s probably another 13 man days worth ($3,120). That totals $12,020. Doesn’t seem like the payback period is too good. When Smitty gets out his calculator that 100 per month x 7 units x 12 months equals $12,600 per year income. That’s 1 year break-even if you don’t consider the back office costs. Plus, and probably more important to Verizon, they now own the channel to these 14 townhouses for new technologies installations in the future.

The way we look at things affects the decisions that we make. Watch how you look at things and, if you want to be in a better position, see if you can expand how you look at things. I have clients all the time who tell me that their practice is down because of the this or that. They tell me that they can’t give away a free surface EMG or thermography because they charge $100 for it and $100 after all is $100. That is true, unless you view things the way Verizon does in the above story. If the patient who had a surface EMG or had a nutritional analysis that was done for free becomes a patient how much will he/she spend in your office in care and supplements over the next year, I’ll bet it will be far in excess of $100.

This Is A Must Read Editorial From A Medical Doctor: An MD Looks At His Own Profession

Driving in to work today I went by a Chiropractor’s office with a marquee sign reading: Got Sinus Problems?  See how Your Chiropractor can Help! 

So I stand humbled.  Before we scoff at the speck in the Chiropractor’s eye, perhaps we in the “traditional” medical field should go looking for logs in our own eyes.

Don’t Be Left Out!!  Only  1 Spot Left For April Class

Why I Should Be Your Coach

No affirmations, no group hugs, no use of the latest buzz words or secrets, in short, no BS, just plain old hard work. That’s what my coaching program is about. You won’t see my ad promising 100 new patients while you sit at home watching television, as a matter of fact you won’t see an ad for my coaching program anywhere, yet everyday I receive almost 100 e-mails from doctors who ask for my help and advice.

Questions range from new patient acquisition to having me critique their ad. I try to get to as many people as I can, however my members all come first. They receive a response to a question usually the same day, while non members could wait weeks to get a reply to their question.

As patient “cost sharing” rises (this is an insurance industry euphemism for increased co-pays) Many of you are having to confront the reality that a patients co-pay may actually exceed the cost of an office visit. Now you are even more worried with the dramatic downturn in the economy.

As things start to get tighter you’ll need to have a plan in place, a plan that can tell you who to attract to your office and how to attract them, a plan to show you how to structure fees, so that your care is affordable and yet fair to both you and your patient.

If you would like to be part of the next class, at $100 a month, (I’m so confident that you will stay with me that there are no contracts to sign) then click here and leave your name address and phone number.