April 2002

Susan Hoy’s TEAM TIPS
Patients Must Perceive Value

Have you been toying with the idea of creating a cash-only practice? If so, remember this: Patients will only dig deep into their pockets for cash if they perceive value. Creating value is also important in a managed-care environment, since patients generally have a choice of providers.

How are you doing in the following areas:
Professional Image - What does your office say about you? What kind of impression are you giving your patients? Is your office clean and uncluttered? Is there an air of professionalism throughout your office? Is your team well-trained and systemized? Are your patients proud to refer others to your office?

Good Feelings - In order to keep a patient, your office must inspire good “feelings” in your patient. As in all marketing, the goal is for the consumer to equate good feelings with a product or service. Do you and your team inspire those feelings in your patient? Do your patients feel special when entering your office? Do they feel important or are they just another face in the crowd? Does your team let patients know they are the priority, rather than their paperwork?

Good Experience - When your patients leave your office, do they leave with smiles on their faces? Are you scheduling realistically? Are they getting more than they expected? Do you offer special touches that set your office apart and encourage patients to stay?

Education - Do you have a systematic approach to educating your team and your patients? All effective teams are educated about the benefits of chiropractic. And most patients need to understand why chiropractic is helping them if they are going to continue with care.

Confidence and Belief - Above all, does your team emit confidence and belief? Are they educated about chiropractic? Are they able to answer those all-important questions that patients ask? Patients often look to the staff for answers rather than, or in addition to, the doctor. Your staff must be capable of answering the questions promptly and properly and with confidence. Does your team believe in you? Do they believe in chiropractic? Do they value chiropractic?

All told, there are four factors that must be present in order to create a thriving practice: You and your team must have a passionate belief in chiropractic, you must have a consistent team and patient education system, your team must be well-trained in every aspect of the practice, and you and your team must be caring and compassionate in dealing with patients. When you have achieved all of these, your patients will not want to go anywhere else for the care of their most valued “possession”– their health!

Ms. Hoy speaks to chiropractic team members throughout the country and is an award-winning team trainer and consultant. She is the author of several books and a team-training manual. She writes a newsletter called “Team Work,” which focuses on chiropractic staff issues. Ms. Hoy served as office manager of Snyman Chiropractic Group in Center City, Philadelphia, for 11 years. She can be reached at 215-674-0130, or check out her website at www.beefitup.net.