Marcus Welby, DC?
Giving Chiropractors Equal Time as ‘Family Doctors’
By Rob Jackson, DC

What ever happened to the family doctor? I remember watching television as a kid, when “Marcus Welby, MD” was a popular family show. The title character had a gentle touch, a big heart and was compassionate about his practice and the people whose lives he affected every day.

One thing that has stayed with me about that program is that “Dr. Welby” saw families. He treated everyone: moms, dads, grandparents, kids (and sometimes even the family pet!). He was intimately involved in all of their lives.

Let’s take a look at this type of “Family Practice” as related to current practice standards for doctors of chiropractic.

To run a successful family clinic, you first need to examine your motivations. A genuine compassion for and interest in treating patients of all ages is an essential component of the equation. People come in all different shapes and sizes, with varying sets of problems. A great attribute of chiropractic is that, regardless of the patients’ age or individual characteristics, the principle of correcting and stabilizing the vertebral subluxation complex remains the same.

We may modify our approach and the diagnostic exams that correlate with certain types of injuries, complaints or patient presentation, but the end result and desire are universal. Without compassion, all of the procedures and protocols start to feel a lot more like work. Passion for what you do makes work feel more like fun, and it helps make you a “family-friendly” doctor.

Catering to Families
The clinic environment is also critical. Family doctors are wise to look beyond the usual and put special consideration into the needs of those we want to provide care for, as opposed to those we already treat.

Some doctors say they don’t tailor their practices to kids because they aren’t seeing very many kids. But that brings us back to the old chicken and the egg argument: You won’t see many kids if the environment is not kid-friendly.

Parents learned long ago that businesses that cater to children contain items created for children. If you haven’t done so already, add a kids’ area in your practice with toys and coloring books. Videos and music are affordable ways to keep the little people busy during more extended care plan visits.

It’s also important to consider the safety aspects of your office. Get on your hands and knees and crawl around on the floor of every room of your clinic. What do you see from that “kids’ angle?” Is it safe or do you need protective electrical outlet covers? What kind of artwork, pictures or posters do you have hanging at that level? Little people are just as important as big people when it comes to patient education and understanding the value of regular chiropractic care.

Having materials available at all levels encourages everyone to understand more about the broad value of chiropractic. When an adult sees smaller stools, toys or kid-appropriate brochures within the kids’ reach, it says something about your desire to assist that segment of the population. Even if an adult patient doesn’t have children, he or she may think about others who do and may end up providing you with patient referrals.

Older adults are a growing portion of the population and are great prospects for chiropractic. Make your office more appealing to seniors by adding some seating with a little more space to sit, and bars or supports to assist them in getting up and sitting down. Ramps on stairs and elevators allow easier access throughout the facility.

Keep the walkways and parking area surrounding the clinic well-lit and clear of snow, ice and debris at all times of day, and be sure to offer older or physically challenged patients a hand when necessary. Admission paperwork and reading materials that are printed in a larger type are a nice extra touch.

Hands-on Learning
Don’t forget to make your examination rooms and diagnostic-imaging stations kid-friendly. Gather some extra tools like old stethoscopes, reflex hammers and penlights. Kids enjoy handling the tools and role-playing, and helping them participate teaches them about how the body works and demonstrates to the child’s care-giver that your knowledge goes far beyond treatments for headaches and lower back pain.

Do you have pediatric and oversized cuffs available for your blood pressure machine? Gowns or special sweat bottoms and tops in extra small and extra large sizes are also important items that subtly say you are prepared for anyone. Little things that can provide a smooth and complete exam say big things to new patients and those who may be with them.

Empowering patients to share and educate for you within their intimate circles of influence can be some of the best and most far-reaching referrals that any marketing approach can generate. These circles of intimate influence typically involve family members of all ages.

The report of findings is always one of the most important components in the patient education process. Always request that the whole family be present for the report. Have materials that speak to every age group.

Chiropractic is still a “high touch” experience. Allow patients of all ages to see and touch models, tools and props to increase their understanding of what we may take for granted. Take-home teaching props are always a big hit for kids of all ages. The key is to help make the chiropractic experience one that the patient will remember.

You also should focus on the adjusting room experience. Regardless of your adjusting approach, this is a key time to teach others about what your analysis is revealing. Contracted legs, postural imbalances, muscle weakness, and gait studies all say so much to chiropractors, while going unnoticed by most patients. Increase the value of the adjustment by demonstrating the changes and results associated with your adjusting approach.

Finally, when it’s time to check out and handle the financial details, be ready and firm with your billing codes and pricing. Patients want the very best healthcare they can afford. If you offer special family plans or rates, have a written financial policy that clearly defines the benefits and options available.

Remember, as your CAs schedule patients’ upcoming visits, they should ask if there is anyone else in the family that you might be able to help. Have initial paperwork packages ready to send home with active patients to be completed and returned with the new patient/family member or friend and encourage them to share their story with everyone they know.

Who knows, someday we may see a new show on TV: “Marcus Welby, DC.” It could happen if we all do our part! s

Dr. Jackson is a national speaker and the president of Back Talk Systems, Inc. He has been in private practice for 18 years and is a certified chiropractic technique instructor. He can be reached at 800-937-3113 or sign on to www.backtalksystems.com.