Is it treatment or care?
By John Hinwood, DC

Chiropractors sometimes wonder why their clients have problems understanding the need for further care once their pain and symptoms are gone.

The answer to this question depends on a number of things.

One reason for client confusion often centers on language: Do they believe they are getting treatment in your office, or care?

The dictionary defines treatment as "the management of illness, by the use of drugs, dieting, or other means designed to bring relief or effect a cure."

It defines care as "watchful oversight, charge, or supervision."

Once a client's pain and symptoms have gone, the client often cannot see the need for further "treatment," if this is the word you always use. In fact, if you continue to "treat" some clients once they are pain free, they may feel they are being ripped off!

On the other hand, if they have only ever received chiropractic care in your office from day one, and you have explained their care is designed to assist in removing nerve pressure initially and at some point their pain may go away, their expectations are usually different.

Later on your goal is to assist their body to work at its optimum and their ongoing chiropractic care is more than reasonable. To these clients, you are not treating pain or symptoms; you are helping them have a body that is working the best it possibly can.

If your clients are confused, or your client drop-out rate is higher than you want, check your dialogue to see if you are "treating" instead of providing chiropractic care.

Chiropractic care is appropriate for newborns with no problems, triathletes seeking fine-tuning of their bodies, and clients who present with acute or chronic pain.

Chiropractic care is appropriate for every member of your practice, across the sickness/wellness paradigm.

Remember: Watch your language!

John Hinwood, DC, is a principal in Powerful-Practices.com and can be contacted at johnh@powerful-practices.com.