The Halo Effect

by William D. Esteb

On a recent tour of the Louvre art gallery in Paris, I became reacquainted with a common technique used by painters in the 16th century. When these artists created pictures representing the Madonna or Christ child, they painted a thin gold circle hovering just inches above their heads. The halo symbolizes holiness, superiority and goodness. Many of us seek this halo effect among the friends in our sphere of influence.

The modern day Good Samaritan is often portrayed with this ever-present halo. While we may not expect a glowing ring to appear above our heads, most of us want to be popular, appreciated, liked, and held in high esteem. Unlike the dark side of peer pressure that causes some to adopt smoking, pierce their eyebrows, or disfigure themselves with tattoos, the halo effect is different. The halo effect is more likely to produce restaurant recommendations, the mention of a trusted car mechanic, the volunteering of some little known fact, or divulging some type of insider information. The halo effect plays a key role in the production of patient referrals. Instead of mastering the techniques used to amplify and harness this phenomenon, many chiropractors resort to crude methods of practice promotion that are counterproductive. The result is much like a medicine that is prescribed that produces a side effect, for which additional medicine is used to counter, producing still further side effects, necessitating still more medicine! Tempting as it may be, and sanctioned by our culture as it is, treating the symptoms of a lack of referrals is like wearing a cervical collar too long and actually weakening the supportive structures of the neck.

First, just what type of patient responds to some of the more common symptom-treating techniques that are used to generate new patients? This factor may be lost on chiropractors who don't see their patients as patients, but spines that need adjusting or subluxations that need to be neutralized. However, attached to the top end of every spine is a cerebral cortex that determines personality, attitude, trustworthiness, and controls personal hygiene, language, and other factors that separate ideal patients from nightmare patients. Just what sort of individual is likely to respond to a booth at the county fair? What type of patient is likely to be swayed by a garish yellow page ad? How discerning are patients who pursue a relationship with a health care professional because some aspect was free? Do they need and deserve chiropractic care? Of course! But are they the kinds of patients whose values, attitudes, and behaviors will cause you to celebrate your career choice and look forward to them showing up in your office?

Instead of using the halo effect, these chiropractors are using brute force to round up the most easily swayed spines, or those with the misfortune of having been damaged by a third party who will be sued for the needed chiropractic repairs. After many years of this practice style, many practitioners assume that patients won't pay for chiropractic (that's what lawyers are for), that it's not appropriate for children (they rarely see any except in the reception room), and expensive advertising is just the cost of doing business. Apparently, maximizing the halo effect is too difficult, too subtle, or requires an understanding of human nature that these chiropractors lack.

Some are dissuaded from fully utilizing the halo effect because it is somewhat unpredictable and does not provide instant gratification. Like planting seeds, the growing cycle can take months and not every seed will germinate. If you'd like to give it a go, here are some approaches that could help amplify the halo effect in your office:

Find a personality. I'm not kidding. The number of chiropractors unwilling to divulge anything about themselves more than the diplomas on their consultation room wall is appalling. This is a normal response if you are fearful, in bondage to a huge financial debt, or require large amounts of social self-esteem to survive. The center path of fitting in is counterproductive. Trying to be liked is a formula for failure. Stand out by being you! Take the risk of being truly authentic--warts and all. It's so rare among doctors of any kind, you'll give your patients something to talk about. Stop rehearsing!

Voice your opinions. How do you expect patients to give you a second thought when they are away from your office if your tableside manner is politically correct? What do you have strong feelings about? What are your theories about life, success, or happiness? Use your practice as a soapbox to communicate your vision of reality. Advocate the truth as you see it. Sitting on the sidelines, being doctorly, or biting your tongue is the perfect way to be ignored. Most prospective patients are fed up with the standard issue doctor. Be different.

Teach the tests. Empower your patients with some of the simple orthopedic tests that can equip them to look especially knowledgeable in front of their friends. Help your patients feel confident conducting a cervical range of motion test at a family reunion. Give your patients the ability to conduct a test for carpal tunnel involvement with a co-worker at their office. Teach your patients how to test their spouse for a contracted short leg at home. Teach your patients a unique set of skills so they can astound their friends with their talent and knowledge.

Give patients bragging rights. Did you know my chiropractor has a 82% success rate with headaches? I bet she could help you, too. What special skill, talent, achievement, experience, award, or training do you have that can give your patients something to crow about to others? Give your patients something that they can feel proud about by seeing you rather than someone else. Help your patients prove to their peer group that they associate with a special chiropractor--not like the ones you hear about in the media!

Help patients diagnose. It's ironic that doctors who expect their patients to be articulate referral ambassadors for their practices, are often the least successful in helping their patients recognize candidates for chiropractic care. With only their own personal experience to go on, many patients rarely see the opportunities around them to talk up the benefits of chiropractic care. Thus, headache patients refer headache patients and PI cases refer PI cases. Acquaint your patients with the diverse types of patients you help by regularly posting case studies of patients you've helped. Put those unused X-ray view boxes and bulletin boards to work!

The halo effect is about helping your patients look cool by their association with you. It's about helping your patients feel proud to know you and receive care in your office. It requires that you do or be something that will cause patients to think about you after they leave your office. It is essential that they feel confident that their positive experience with you is a dependable and predictable phenomenon. Only then are patients willing to vouch for you and refer others. Give your patients a way to bask in the glow of the halo effect and start getting the referrals you deserve.

Excerpted from
Looking Up
Originally published in 1998
240 Pages
US $24.95

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