How to ‘see’ your patients better
By Dianne M. Baynes, DC

You have probably heard that marketing is all about understanding your audience.

The more you know about the individuals in the audience — where they live, what is important to them, how they think — the more likely you are to influence them.

It’s been said, “If you can see John Smith through John Smith’s eyes, you can sell John Smith what John Smith buys.”

That is true. The more we can see the world through our patients’ eyes, the more successful we can be with our ultimate goals: Improving the health of our community, creating a busy and challenging environment for our team members, strengthening the fiscal underpinnings of our practice, and leaving a legacy for our families.

Human beings are hard-wired with certain responses to specific stimuli. The more you understand these stimuli, the more successfully you influence the decisions people make about their personal and family healthcare.

Let’s address a few “tricks of the trade” that can make you a more effective authority in your sphere of influence. A few very simple actions you can put to use immediately can improve your effect on your patients’ healthcare compliance.

What are the factors that cause one person to say “yes” to another person? According to author Robert B. Cialdini in Influence: The Psychology of Persuasion (Collins Business Essentials, 2006), people have six categories of influence at their disposal: Reciprocity, consistency, authority, social proof, liking, and scarcity.

Each category is governed by a fundamental psychological principle that directs human behavior. Here are some practical examples you can put to work:

• Reciprocity. Cialdini says the rule for reciprocation demands we should try to repay in kind what another person has provided for us. The rule is activated even if the favor that obliges us was uninvited.

How this applies to you: Give a small gift to new patients when they initially come into your office. This can strongly influence their willingness to comply with your wishes. It is also a powerful tool when establishing and maintaining professional relationships.

• Consistency. The “rule” says once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment, according to Cialdini.

How this applies to you: If you have a patient commit in writing that he will attend your new-patient workshop and bring a guest (whose name he also writes down), he is more likely to show up at the appointed time with the guest, because he wants to remain consistent with the commitment.

During the report of findings, ask your patients to commit in writing to attend your new-patient workshop. You will see attendance improve.

• Authority. Cialdini says, “Once legitimate authority has given an order, subordinates stop thinking.”

How this applies to you: When you are dealing with patients — especially new patients — remember to be the authority; lead them. This is also a powerful tool with team members. Be the leader they can rely upon.

• Social proof. “One means we use to determine what is correct is to find out what other people think is correct,” says Cialdini.

How this applies to you: Using the validation of others, such as through written patient testimonials, can be a very powerful tool to influence others. Or, invite one or two current patients to attend your new-patient workshops as special guests to speak about their positive experience with chiropractic and your practice.

Note: Check with your regulatory agency to make sure this is allowed in your state. And, keep in mind the HIPAA implications and get proper authorizations.

• Liking. “Most people prefer to say ‘yes’ to requests from people they know and like,” says Cialdini.

How this applies to you: Make time to break bread with the “top players” with whom you would like to pursue building a business relationship. Studies have shown people become fonder of people and things they experience during a meal. Make the commitment to share a meal with a professional contact each week and see your practice and life prosper.

• Scarcity. “Opportunities seem more valuable to us when their availability is limited,” says Cialdini.

How this applies to you: The operative word in this sentence is “limited.”

Whenever you make an offer to new patients, make sure to have a limited number of appointments you can offer. Have a limited time frame or expiration date every time, with every offer — no exceptions.

Be creative in applying these principles in your office. Set a goal to add one new “influence” to your patient care or networking routines per month.

Make success a team sport! Involve your practice teammates in creatively using “influence” with their patient interactions as well. Imagine how healthy the world can be if we all just take it up a notch when sharing the power of chiropractic.

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