Power Words

by William D. Esteb

On a recent flight the cabin attendant given the responsibility to present the safety monologue while the others pantomimed in the aisle dropped all the "ing" endings to her words. The result was an uneducated sounding "hick" whose "wannas" and "gonnas" did little to reassure me of her proficiency or experience. Whether we like it or not, our vocabulary, grammar, and pronounceation reveals a lot about us. During those first few minutes after meeting someone new we quickly judge a person by their appearance and their ability to communicate.

The ability to express ourselves by using the right words is essential to our success. Some suggest that our vocabularies stop growing in our early 20s. If we cannot express ourselves with accuracy and clarity, we diminish our ability to connect and make an impact with those around us. This is especially true in the doctor/patient relationship. If you depend on words to help your patients "get it" than it's important to use the words that are more likely to generate patient response and avoid those that are ambiguous or diminish the importance of your message.

I've heard certain words crop up again and again as I've eavesdropped on the reports of findings of effective doctors and listened to the tableside discussions of those with good compliance and patient follow through. Whether they've learned to use these words by trial and error or from attending a lifetime of chiropractic seminars is unimportant. Here are some words that seem to enhance the likelihood of producing better patient rapport:

Relief. This is what most patients want. Notice that this word is used extensively in analgesic advertising. It is simple and direct. It can be used without implying a cure and it gets to the heart of what prompted most patients to consult your office in the first place. This doesn't imply that relief is all they need, but it's what they want. "Mrs. Jones, we're going to work together and do everything we can to help you get the relief you want."

Choke. I've come to favor this word over the word "pinch" for explaining the nerve physiology resulting from aberrant spinal biomechanics. Remember when Special K breakfast cereal used to advertise about "pinching an inch?" Pinching seems less harmless, even frivolous, when compared with choking. If you've ever seen someone choking on food in a restaurant, you know what I mean! It's scary. It is loaded with much more serious connotations than a pinch. "The most serious aspect of this problem is that the nerves that run down your leg are being choked as they exit the spinal cord here and here."

Patch. This is an especially powerful way to describe a less desirable form of care that simply addresses the symptoms of a patient's presenting complaint. The word conjures up chronic potholes in the street that require constant attention. Who would want to "patch up" their spinal problem when instead they could rehabilitate or optimize their spine? "At this point in my report of findings I always ask my patients whether they want a patch job or to have their problem truly fixed. What type of care are you interested in?"

Relapse. I don't know why this word isn't used more frequently in chiropractic. Ask any doctor with at least a year of clinical experience what happens to an adult's problem if all they receive is symptomatic care and immediately drop out: their problem comes back. Not 10% of the time. Not 50% of the time. Almost 100% of the time! And prime time soap operas have made the word relapse especially laden with meaning. No one wants a relapse because conventional wisdom suggests it's usually worse and more often than not, preventable. "Remember, how long you decided to benefit from chiropractic care is always up to you. However, based on the last seven years of my clinical practice I've noticed that patients who drop out as soon as they feel better, suffer a relapse, weeks, months, or years later."

Decay. You may know it as Subluxation Degeneration but it communicates more impact to call it spinal decay. When the dentists stop calling them tooth carries and started calling it tooth decay there was a significant surge in preventive dental care. Even kids can understand what spinal decay must be like! "We only know of two ways to slow or stop this relentless process of spinal decay."

Hope. With the unusually high success rate that chiropractic enjoys, it's sometimes easy to forget how powerful this word (and emotion) is in the healing process. Too many patients show up in a chiropractic office without hope--you are their last resort. Many have been told they will have to learn to live with the pain and still others have been told it's all in their heads. If it's appropriate, give patients reason to be hopeful. The best doctors top in to this fundamental force of human nature. "Because of your age, condition, and lifestyle I think you have every right to be hopeful."

Results. This is a powerful word for the bottom-line "show-me" attitude that many patients have when they enter your office. There is a directness and no-nonsense attitude projected when using this word. This businesslike word talks a language patients understand--it's what they're paying money for. While it's true that patients expect results, the patient is often more supportive of your efforts and the time required to achieve them when you acknowledge their purpose for seeking care in your office. "We've gotten excellent results with many patients with problems just like yours."

There's nothing magical about any of these words. Using them doesn't cause patients to submit to your every command. They are just simple one and two syllable words that patients understand and seem to respond to. Because doctors who frequently use these types of words appreciate their true meaning and impact, their communication is congruent and believable. Simply scripting them or peppering your conversations with them reduce their impact. These or any other words have power only because of the power behind the doctor's convictions.

I hope you get the relief and results you deserve, and avoid a relapse of patching decayed patient conversations that choke their understanding!

See what I mean?

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My Report of Findings
Originally published in 1993
240 Pages
US $24.95

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