Issue 12 - September 2004

Success File by Bob Levoy
The keys to patient acceptance

Have you ever had an “Ah-ha!” moment? One of those times when suddenly everything comes together and makes perfect sense? The revelation is so basic, you wonder why you hadn’t seen it before.

Mine came a number of years ago when I read that Morton Salt, the world's leading producer of salt, conducted focus groups to learn why its customers were willing to pay a little more for its salt, even though it is identical to all other salt. The company admitted to the participants that its salt was identical to that of its competitors — and even that it supplied salt to others who sold it for a lower price.

The group members responded they would still buy Morton's salt at the higher price because they trusted the company more than others to provide a fair measure and a clean, uncontaminated product (Bottom Line/Business, October 1996).

In other words, trust accounts for the loyalty of Morton Salt’s customers — not to mention their willingness to pay a premium fee.

Reality check: By the same token, patients don't accept your treatment plans because they truly understand the fine points of what's involved. They do so because they trust you.

WHAT INSPIRES TRUST?
One of the qualities that inspires trust in others is self-confidence. If you have it, you radiate a reassuring sense that you know what you are doing.

Years ago, Earl Nightingale, who in his time, was the most listened-to-radio broadcaster on earth, tried to define this quality common to top performers in all fields. “To begin,” he said, “they are in work which comes close to perfectly matching their natural talents. They are not just round pegs in round holes; rather, they are uniquely shaped pegs which have found perfectly matching, uniquely shaped holes. When they are doing that at which they excel, they are in their element and are happier than anywhere else.”

“They also know they are good,” Nightingale said. They have supreme confidence in themselves and develop what Nightingale called a “consciousness of competence.”

“This is what causes them to relax to the degree necessary for greatness in anything. While others are nervously straining to excel, forcing themselves and in this forcing, falling short, the stars are relaxed in the knowledge of their own greatness … They don’t always win, but over the years this attitude keeps them in the elite ranks of stardom” (This is Earl Nightingale, Chicago, IL: Nightingale-Conant Corporation, 1977).

Reality check: One of the reasons why successful chiropractors attend intensive, hands-on, post-graduate programs throughout the country is because they leave these programs with confidence in their abilities. “Patients are perceptive,” says Dr. Gary M. Radz, Denver, Colo. “They know when we are certain in our abilities — and when we aren’t.”

PUT PATIENTS’ INTERESTS FIRST
“Trust starts with authenticity,” say authors Chip R. Bell and Bilijack R. Bell in their book, Magnetic Service (Berrett-Koehler Publishers, 2003). “We trust one another when we perceive his or her motives are genuine or credible. Trust emanates from communication that contains crystal clear content as well as empathetic ‘I care about you’ consideration.

“Trust comes from a track record of promises made, paralleled with promises kept. Trust emerges as a result of demonstrated competence that leaves people assured they are dealing with someone with the capacity to perform.”

Among all the reasons to put patients’ interests first, none is more clinically significant than referring cases beyond your competence or comfort level to a more qualified practitioner.

Hard-learned lesson: The more you act selflessly and put patients’ interests first, even when it may be contrary to your own interests, the more trust and patient loyalty you will earn.

Bob Levoy is a seminar speaker and writer. He can be reached at 516-626-1353.