With more than 30 years of playing a peripheral role in the chiropractic profession as a self-appointed “chiropractic advocate,” I get asked from time to time about what I’ve learned conducting 54 patient focus groups, in-office consultations and private consulting. Or why, over those 30 years, I have had nine different chiropractors.
While many seem to find my answers interesting, I think there is another dimension that is far more important that no one asks about. This quality affects the number of new patient referrals a chiropractor receives, plus it impacts patient retention, patient follow-through, reactivations and a host of other aspects of a “successful” (however you measure it) practice.
It’s not taught at chiropractic college. In fact, it is learned by the age of six or seven. In other words, it doesn’t matter what chiropractic college you graduated from, where you set up practice, whether you wear a white lab coat or what adjusting techniques you use. In fact, I’m going to share this essential quality with you in just moments, and if you lack it, it can take a sizable length of time to acquire it. Even if you know what it is.
In a word, it’s character.
Chiropractors who seem to successfully weather the economic storms, reimbursement changes and the ever-changing practice environment have character. It is an essential quality necessary to create and sustain long-term, win-win patient relationships.
When I think of character, some its many aspects include:
Honoring the free will of others. Respecting others and their God-given free will to value their health as they wish. Their dedication to patient education is tempered by tolerance and a lack of judgment. Patients feel “big” around them.
Fastidious honesty. To a fault. Even when no one is looking. They do what they say. Even if others don’t. They report every penny of cash. They tell the truth. Their integrity provides assurance.
Authentic optimism. These are upbeat chiropractors. Their ability to generate hope (essential for healing) comes from their enthusiasm and faith in the principles of chiropractic.
Servant mentality. They recognize that serving others is the highest possible calling. Patients are opportunities not burdens. They have clear boundaries, which they rigorously enforce.
Avoid keeping score. Because they love patients they don’t demand reciprocity. Being “right” isn’t particularly important. Their self-esteem isn’t diminished by what patients say or do.
Grateful. No sense of entitlement because they’re a doctor here! They say please and thank you. Their humility and humble nature is attractive and endearing.
Character is a quality often overlooked when modeling the procedures of a successful colleague, hoping to replicate his or her success. With it, even average adjusters can experience tremendous respect and influence.
Your character was largely influenced by your parents. A long time ago. If they’re still alive, let them know how much you appreciate all that they did to bestow you with the most important practice success skill of all.