• • Encourage others to talk about themselves. Make the other person feel important. The incorporation of these points will not only make you more personable but it will make you more comfortable with conversation and social interaction. Make people love your product In the unedited words of Andy Sernovitz: “If your product or service sucks, no PR campaign, clever TV ad, or an-nouncement on your website will make patients believe that it doesn’t.” The most important ingredient you’ll need for people to love your product is for it to be interesting. Ask yourself one question: What makes my product more interesting than those of other chiropractors they could go to instead of me? In order to be interesting, your approach, delivery of assessment/treatment, and the overall patient experience need to be special. In my practice, the goal is to make sure the patient experiences a significant clinical improvement after the first or second visit. This means they can honestly say that compared to all of their previous attempts at ther-apy they have never had such a significant improvement in such a short period of time. One limiting factor which could prevent patients from loving our service is that our skillset could be too limited. For instance, 100 per cent of all chiropractic college grad-uates are trained in spinal manipulation but only a small percentage are proficient in two or more assessment and treatment techniques in addition to spinal manipulation. This means that on the surface, most chiropractors look all the same to prospective patients – save for the ones that have more interesting resumés and better patient reviews. This is also reflective in the types of jobs one-dimen-sional chiropractors can attain. In the Greater Toronto Area, job postings looking for chiropractors in busy adjust-ment-only clinics are offering a salary of $40,000 to $50,000 per year. For some, it’s the best paying work they will get offered. On the other hand, more interesting, bet-ter-educated candidates can attract more lucrative financial arrangements and more patient referrals. In short, if you want your patients to love your product and refer new patients to you, ask yourself: Am I giving patients the results they want in a time frame that will impress them? Patients who like you and love your work will talk, lead-ing new patients to your door. www.canadianchiropractor.ca CC_CCMC_February17_CSA.indd 1 February 2017 Canadian Chiropractor 13 2017-01-18 7:30 AM
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