Issue 5 - April 2004

Team Tips
How to convert insurance dependents to cash payers
By Susan Hoy

Managed care is not necessarily chiropractic’s best friend. True, the managed-care organization (MCO) “advertises” for you and provides you access to patients you might not have. But the majority of managed-care organizations limit chiropractic care and the limitations come as a surprise to patients.

The effect of this limited coverage on your practice is one of two things: Either you lose patients (who do not want to pay for coverage) or you ask them to pay cash for their visits.

Asking is one thing; getting patients to be willing to pay for care is another. How can you do this? Make them realize the value of chiropractic care. Create scripts for every situation and practice until you are comfortable. Present the scripts in a win/win manner. If patients choose to discontinue care, respect their choice! Always make sure they know they will be welcomed back at any time.

Here are some ideas:

• Be upfront. Inform the patient during your Report of Findings about their insurance limitations and that you have affordable cash and payment plans. An upfront dialogue avoids surprises when insurance coverage ends.

For example, say: “Mr. Thomas, the good news is that your insurance will cover the initial stages of your treatment. We can do our diagnostics and begin to get results during that time. Your insurance company’s investment in your care is $________ or ________ visits. After that, we will give you a payment program that is affordable and still get you the care you have chosen. We have several different options. Today I will give you some information on these options but you don’t have to make any commitments yet.”

• Anticipate. Meet with the patient before her coverage ends to discuss alternatives. How you approach this situation may mean the difference between continuing with care or dropping out.

For example: “Ms. Jones, you have four more visits that your insurance will cover, so now will be a good time to explore your options for the care you still need. As we have discussed, your goals are to correct the problem so you can be active in your sports, and we have several very affordable choices. So let’s discuss the options and make some decisions. Most of our patients choose to (lead with your desired choice) … The choices are pay-as-you-go, pre-pay a certain amount of visits or a payment plan.”

• Be professional. Provide your patients with a written copy of your payment policies. Ask them to sign an agreement once he or she decides.

• Educate your patients. Education is a key to keeping patients. Hold mandatory healthcare classes. Step out of your comfort zone and make the patient aware of his/her future without chiropractic care.

• Share your passion. If you deliver your services with enthusiasm, passion and confidence, your patients will want to stay with you. One way to do this is to tell chiropractic success stories. Story-telling is an effective and non-threatening teaching method.

• Hire staff who believe in chiropractic.Your staff should be chiropractic patients and chiropractic advocates.

• Be the best. Your staff has to believe you are the best. They will convey that belief to your patients.

• Be ethical and honest. Never try to “con” patients into buying a service or product they don’t want.

• Set affordable fees. Don’t “give” your services away, but don’t make them so expensive that your staff will be embarrassed to ask for payment.

• Make the atmosphere in your office comfortable and desirable. Your patients will want to come and be proud to refer. Remember, it is the little touches that make a difference.

Our healthcare system today may not be the way we want it, but we must make it work for us. We may not be able to turn every managed-care patient into a cash-paying patient, but I can assure you that if you believe in your product, have enthusiasm and energy in your office, have an educational program entrenched in your care and focus on the needs of your patient, you may be surprised at the results!

Susan Hoy is an award-winning team trainer and consultant. She can be reached at 215-674-0130; suzzhoy@aol.com; or through her Web site at www.beefitup.net.