Share the responsibility
By Susan Hoy

Three things happen to patients: They get better; drop out; or become lifetime practice members.

Every practice needs new patients, so marketing is important. But, just as important — or perhaps more important — is focusing on keeping your active patients.

Many staff members erroneously believe patient-retention is the direct responsibility of the chiropractor. Patient retention, however, is everyone's responsibility. Staff members are as responsible for keeping patients on their care plan as the doctor.

Unfortunately, most patients do not understand why they need the condensed care that is recommended at the onset of their care. Because of that lack of understanding, when they begin to feel better, they cut down on their appointments. And they assume that chiropractic care is a short-term fix to a problem that keeps recurring.

Even worse, staff members often do not understand the reasoning behind the treatment plan and, consequently, they remain silent when patients begin to drop out.

If your patients are dropping out — and your staff seems unable to stop the hemorrhaging — here are some suggestions:

• Educate your staff. Your staff needs to understand the relief-corrective-wellness concept. Teach them the reasons for a care plan and train them in their responsibility in patient retention.

• Educate your patients. For patients to commit to care, they must know their responsibility to get the results they desire. Review with the patient (or have your staff do this) the responsibilities of both the chiropractor and the patient.

• Get a commitment. Before your staff can execute their responsibilities, you must execute yours — getting a commitment from the patient.

Do this when you present a written care plan that explains the procedures the patient will have on each visit, when progress exams are to take place, and what steps will be taken if the patient does not get the expected results, such as an MRI, CT scan, or referral.

Ask the patient to sign the recommendation of care and give him or her a copy.

• Train your staff in reinforcing the patient's responsibility. Once you acquire the commitment, the staff can reinforce with the patient the importance of the care plan by reviewing home-care instructions, the use of supplements and exercise, and adhering to the recommended visit schedule.

Provide specific scripting for each of these issues. Scripts allow staff members to know what to say when a patient wants to cancel an appointment, or asks why he is still coming in when he feels so much better, or wonders why he isn't getting immediate results.

• Teach your staff to see 'red flags.' Your staff members are your eyes and ears. They deal with patients on a different level than you. Teach them to see the "red flags" that occur when patients are hesitant about following a care plan. Train them to alert you so you can take the steps to reiterate with the patient the reason for the plan.

Susan Hoy is an award-winning team trainer and consultant. She presents training seminars for teams throughout the country and is the author of two team training manuals. The newest is entitled, Systemize, Organize, Simplify. Susan can be reached at 215-674-0130, suzzhoy@aol.com, or through her Web site at www.beefitup.net.