Transform your practice into family care
By John F. Markham, DC

Building a family practice takes more than putting a family-care pamphlet in the brochure rack or mentioning that others in the family should get checked for subluxations.

So, just how do you begin transforming your practice to include more families? And why would you want to?

The second question is easier to answer than the first. If you have a vision to improve the health and well-being of families and are aware that healthcare consumers are looking and willing to pay for this service, then you should want to include families.

To begin the transformation to family care, perform these tasks:

• Update your mission and vision statement. These statements should reflect how you see the family-care component strengthening your practice.

For example: “To improve the health and well-being of our patients, their families, and the community through chiropractic adjustments, education, and wellness lifestyle with a continual commitment to excellence in care and service.”

It all begins with a vision. If you can see every detail in your mind, then you can create it. The vision and mission statements are not mere words that sound good, the sense of mission and vision are, in fact, the basis for your faith to act and supply the power to build what you intend.

• Prepare your internal systems. The scripting, paperwork, timing, flow, fees, supplies, financial plans, and other details must all be prepared. When a family of seven wants to come in, what happens in your office? Are you prepared? If you have a family practice, you need to be.

It is not uncommon for a patient needing treatment to bring the rest of the family — and they want wellness care, not treatment. It is not wise to process an insurance claim on every family member if they have no complaints or findings. Properly identifying those ready to begin with wellness and those who first need some treatment prior to being converted to wellness care will make everything go more smoothly.

• Communicate the message. Once you have your internal systems in place and everyone is comfortable, excited, and confident in the new procedures, communicate the message at every point of contact.

Hold a family open house and pass out new brochures that communicate your vision and enumerate the services and benefits they can expect. Update the office Web site and send out newsletters explaining the new services and focus.

• Create a family feel. It is important to keep in mind that creating a family environment also involves the ambiance of the office.

Does it look and feel as though families are welcome? Look at your magazines, equipment, play areas, and restrooms to make sure they are child- and family-friendly.

Does your office show you are prepared to accommodate children? (Try crawling around your office on hands and knees to see what it looks like from a child’s point of view.)

Do you have photos and stories from your children and families displayed? These show you pay attention to them.

• Take initiative. When a new patient phones your office to schedule an appointment, instruct your CA to ask, “Is this an individual or a family appointment?”

You and your back-office team can also look for opportunities to inquire about other family members and schedule them for courtesy spinal checkups. If you find nothing and the individuals do not want wellness care at this time, put them on a follow-up checkup for six months.

Become their family doctor and keep monitoring spinal health and well-being while promoting how wonderful subluxation-free living can be.

• Encourage education. A valuable resource to help empower families to a wellness perspective is a lending library. Encourage patients to read different books to help improve their family’s wellness. A children’s adjusting tale is a real treat for children, and parents enjoy it as well.

You can also put together a family-care information packet to be dispensed in your office and community. The package should communicate the value of chiropractic from birth through senior life with contemporary language and photos your patients can understand and relate to.

Create it in a colorful folder that includes a cover letter from you, pamphlets on chiropractic and families, articles on human potential and nondrug approaches to health, and a complimentary exam gift certificate.

This packet can be one of the best strategies for predicting and controlling your new-patient flow, but don’t just send patients off with it. Show them what’s inside and teach them how to share the information with others.

• Conduct an office tour. Make sure every new patient gets an office tour. Give children a “touch and tell” office tour that engages and makes them feel it would be fun to come back. Pass out stickers, balloons, or some treats they will like.

• Change your name. Look at your office’s name. Does it signify a family orientation? A new image and name may be required to complete the transition.

As you make room for new families and create the systems to handle their special needs, you can begin to enjoy the fun and profit you may have been missing.

John F. Markham, DC, is a senior coach with Breakthrough Coaching. He can be reached by phone at 800-723-8423, by e-mail at info@mybreakthrough.com, or through the Web site, www.mybreakthrough.com.