Chiropractic Practice: Bringing More Passion To Your Brand

Hello everybody and welcome to Thrive in Five. I’m Dr. Dennis Perman and I’ll be your chiropractic coach for today. This Thrive in Five is entitled, bringing More Passion to Your Brand. Well, why do people get up at five o’clock in the morning to go wait online at the Apple Store when the new iPhones are released? Why do people get online for the concert that they can’t wait to go to the night before to make sure that they can be the first ones to get in? Why do people do that? They do it because they’re passionate. They do it because they’re excited. They’re have an emotional attachment to these things. Now, you may not have an emotional attachment to iPhones or to sing a concert, but I’m sure you have emotional attachments to certain things. And one of the most important things for you to have an emotional attachment to is your chiropractic brand.

Now, it’s easy to see that Apple is a brand. It’s easy to see that, um, the, the Grateful Dead or the Rolling Stones are a brand. But are you a brand? Well, if you treat yourself like you’re a brand, then you will understand why you need to bring more passion and more emotion to it, because people in your marketplace see you a certain way. They understand your services a certain way, and if you don’t connect up the dots for them, then their definition of who you are and what and what you do will prevail. Well, frankly, most people are not qualified to be able to evaluate your brand. They’re not qualified to evaluate the chiropractic brand at all. So if you have ever been at a party and somebody says, what do you do? And you say, well, I’m a chiropractor, and they grab their neck and they say, well, I’m glad I don’t need you.

You understand why we have issues with our brand. Many people consider the chiropractic brand as having negative brand equity. In other words, people don’t understand it. So they assign whenever they want to it, and that’s their truth. Well, we need to find a way to bring more emotion and passion to our brand, the brand of chiropractic and your personal brand. You as a chiropractor, as a doctor of chiropractic, as a chiropractic entrepreneur, you have an opportunity to be able to shape the marketplace’s impression of you. And the way you do that is by changing or improving on the emotions that people associate with you. Now, I remember a study that was done in the mid seventies. Well, I was a kid then, of course, but I remember reading about it in the New England Journal of Medicine that was perplexed about why people like chiropractors in the first place. And the authors stated, well, we can’t really understand why people would want to go to a chiropractor since we cannot figure out any clinical reason why anybody would want to go. Pretty insulting. But of course that’s what they say. But the reason why people seem go to chiropractors is because they’re really nice people and everybody likes them. Now, clearly this is, you know, not what we know to be true. 

There’s obviously clinical reasons why people come to see us, but it does beg the question. If the MDs think that the reason people like us is because we’re nice, why don’t they just decide to be nicer? You see, they don’t bring much passion or much emotion to their brand. They’re too busy fighting the wolves and trying to figure out a way to be able to get by every day. Believe me, I wouldn’t wanna practice medicine. That’s, that’s really a tough road to hoe. But practicing chiropractic, it’s joyful. It’s fun. You get amazing transformational changes in people and they enjoy coming to you when they enjoy you as a person. It stands to reason that if the other side, the medical doctors don’t understand why people like us so much and they think that becoming more likable would be a good solution for themselves.

Here’s the way they think. This article suggested that part of the medical curriculum, they should take acting lessons so they can act nicer so people will like them. <laugh>, what about being authentically nice? What about being genuinely, authentically nice? Well, this is part of what we have to deal with. We must understand that a typical patient is accustomed to being manhandled by their doctors, by the finances of it, by the scheduling of it, and by the brusk demeanor that so many doctors bring because that’s what they were trained to do, to stay cold. Cuz you don’t wanna relate to people too much cuz they may die on you. Hey, spoiler alert, everybody’s gonna die. It makes more sense for us to be super happy and super nice and super emotionally engaged with people to bring passion to our practice and to our personal brand. So if you’ve been wondering how to grow your practice, there’s a very simple way to do it.

All you need to do is bring more excitement, more enthusiasm, more passion, and more fun to your practice. And there’s a great likelihood that people respond. Now, I wanna mention to you that this is all part of the six essential strategies that we’ve been talking about for a while. You see on your screen right now, a web, a QR code that will take you to a webpage that will explain this. This is part of the process of liking. Liking is one of the six essential strategies you liking what you do and helping your patients to like you better. It’s critically important that you understand these six essential strategies because they will help you formulate the right kind of business model for today’s practice. As always, it’s a delight to be here with you. Thank you for watching Thrive in Five. This is Dr. Dennis Perman signing off for The Masters Circle Global where legends are made and legendary practices are built.

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