Dear Doctor:
In our enthusiasm to educate our patients, we often lapse into technical nomenclature that impresses them with our intellect but does little to convey our message in a language they can comprehend. Learning to use simple ideas, demonstrations and metaphors to introduce someone to chiropractic, or to help a patient understand better, is one of the finest arts in practice, and one of my favorite techniques is the “I” test.
Ask your prospect, “When was the last time you had an I test?” They’ll tell you about their last eye exam, and you’ll interrupt and say, “No, I don’t mean an E-Y-E test, I mean an I test – please let me explain. When your spine is healthy and in proper alignment, when I look at you from the back, your shoulders and hips should form the top and bottom of a capital letter I, and your spine should form the straight up-and-down line between them. If your spine is out of alignment, then the letter I would be curved, or crooked, or distorted in some way – so, when was the last time you had an I test?” They almost always say “well, never,” and that opens the door for you to invite them for a consultation, exam or whatever your usual strategy is.
For a referral from a regular patient, the script is about the same – “Mr. Patient, when was the last time your kids had an I test?” You can invite them in, or you can even train them on how to do it themselves on their own family, it’s that easy.
I even used it in health care class – to increase your attendance and encourage your patients to bring a guest to hear your presentation, let the participants know that the class includes a workshop, that they’ll be working with a partner, and they can bring some one to work with, or someone will be assigned to work with them. Most people would rather work with someone they know, so it increases the chance that they’ll bring a spouse, friend or neighbor, someone with similar values. Then, use the I test as your workshop, getting them to evaluate each other’s structure and learn, hands on, what we see every day, making it more real for them than anything you can say to them.
And that’s really the key, isn’t it? If your community really knew the importance of reducing nerve interference and improving spinal health, they’d be breaking down your doors to get your services. Educate the people in your sphere of influence with clever, fun, and interesting techniques, and your practice will reflect your creativity.
Dennis Perman DC, for The Masters Circle
PS. “The Master Plan 2005” seminar includes a 98 page workbook filled with tools for building and running a successful practice – to register, or for more info on the two remaining performances, please call 800-451-4514 or go to themasterscircle.com.
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