One of the problems we seem to have in building a practice is keeping the practice members we manage to get. If we could retain all or even most of the people who came into our office, in a relatively short period of time we would not have to see any new people or maybe just a few to replace those who either move out of the area or pass away.
There are many reasons why people do not stay with us. Of course the primary reason is that they do not understand the big idea of chiropractic. We will explore some of the reasons for this lack of understanding in the next few issues. The importance of regular chiropractic care is the foundation of the big idea. Perhaps some of the reason that chiropractic does not seem important to people is because we do not act like it is important to us. Do we still have the zeal for getting people under chiropractic care? Do we still act like it is important that we see people regularly? Do you have your own spine checked regularly and adjusted when necessary and tell people that? Do we tell them that and continue to tell them that? People forget. Do the people in your community see you as dedicated to chiropractic? Do they and your practice members see sacrifice and self-denial on your part to make chiropractic care available to your community? Are your hours convenient to your practice members and the public? Is your fee system or willingness to care for people, especially in this economy, reflecting your concern for the public and their ability to receive chiropractic care? Sometimes our actions speak so loud people cannot hear what we say.
Chiropractic often does not strike people as being that important. An adjustment takes little time. If the chiropractor knows what he is doing, like any art practiced by a professional it appears to be simple. We must overcome these perceptions and convince people of the importance of chiropractic care.
We also need to constantly remind them, reinforcing their understanding. In some ways they are like little children. They need to be reminded. I know you dislike having to repeat yourself. I’m sure they are just as uneasy hearing you repeat yourself. Perhaps when they say something to the effect that they know that or that you have already told them that, ask them what you can say to help them understand and convince them of the importance of chiropractic care. Because even when they say, “I know I should get in here more often,” they really are saying that they do not understand its importance.
There are many things we can do to get them in the office regularly, and it is more important than ever because of the stressful times in which we live. Perhaps this can be an opportunity to remind them of the importance of chiropractic care in stressful times. And if you are tired of repeating yourself, take advantage of our current special offer on “13 Reasons” brochures and Weekly Articles Volume VI (see side bar). The #3 reason to have your spine checked on a regular basis is “Less Stress.” This small effort of yours will absolutely help people see chiropractic as a more important part of theirs and their families lives. When they find it important, they will not only be more regular practice members, they will also be better referring ones.