It was a dreary morning in the office of Froid Pedman, D.C. A good doctor with warm hands but cold feet. The waiting room, empty. The phone, silent.

This practice has symptoms of illness. Is there a cure?

The first symptom is silence. Dr. Pedman neglects to promote his practice in any way. Even though he owns the business, the thought of trying to make sales gives him the cold sweats. His comfort zone has shrunk until he’s nearly invisible. His feet are frozen in fear.

The second symptom is a failure to face reality. Instead of accepting responsibility for his lack of a simple, effective marketing plan, our doctor always blames someone or something else for his silent phone.

“It’s my Chiropractic Assistant,” he reasons. “It’s my town. It’s the economy. It’s the Euro. My mother forced me to eat my vegetables when I was five.”

Finally, the phone rings. The doctor is delighted. The office comes alive. “Hello, Pedman Chiropractic. How may I help you?”

“This is Mr. Porthos Marketeer of “Market à Trois Gazette.” You’ve heard of me, yes? Well do I have the marketing plan for you. Other chiropractors rave about it. We’ll swashbuckle your competition. All you need to do is slash out the other doctor’s name and number and replace it with your own. How simple is that?”

“You mean I just pay you and my phone will ring?”

“One plan for all and all for one price is our motto. How about it?”

“I’d like to think about it.”

“Really, you don’t have time to lose. And, if you get started today, you get a complimentary pair of fleece socks for your cold feet. Our gift to you.”

“Fleece, you say? Can I sign up over the phone?”

“Yes, then I’ll turn you over to my associate, Mr. Dark Canyon to get your ad details for the Gazette.”

An odd thing happens. The phone starts to ring. The practice is picking up. It’s almost as if the universe knows the doctor, staff, and clinic are excited, ready to serve. Patients start coming through the door again. To maintain the good fortune, the doctor wears his lucky socks every day.

But like a cruel joke, nothing comes from the advertising program. As the campaign enters its fourth costly week, potential patients cancel. Those who show up don’t follow through except to receive a discounted or free service. That costs the doctor even more money.

The doctor enters the throes of despair and the universe tunes into his inner funk. The phones fall silent. The spin cycle continues until everyone loses hope. Even worse, there are holes in Froid’s fleece socks. He’s been fleeced and forgotten.

• Say no to any slick-but-generic ad campaign. Refuse to listen to any program that does not reflect your service and your unique abilities. Instruct your administrative assistant to respond to any solicitors with the following: “No. We’re focusing on patient referrals. Take

us off your list.”

• Stop blaming yourself. That is insane behavior. So is accusing chiropractic, your staff, your town, the economy, the President, and the entire world.

• Take action. Use a simple plan based on the natural appeal of your service and your unique talent to provide it.

• Decide that if you cannot practice this way, it’s not worth practicing.

• Rely on the fact that chiropractic has helped millions for over 100 years because it addresses a problem that no other profession does: the correction of vertebral subluxation.

• Decide to deliver your adjustment with all your heart and absolute focus.

• Finally, trust that people will respond.

This strategy is based on the uniqueness of chiropractic and the power of a well-delivered adjustment. Done correctly, a referral system like this can produce 50 percent of the new patients in a practice. These are quality patients, referred in, not just poorly qualified leads from an impersonal ad or the Internet.

1. Your adjustment is as distinct as your signature. No one adjusts like you. Even if you use an instrument, always take the time before and after your service to allow your patients to experience a caring touch. It could be just a few seconds long, but when it’s done with skill and the right intent, patients will notice a personal and authentic change has occurred deep inside. Amazing things happen. This can be so moving that patients will naturally want to tell others about this special event.

2. At this point, if you ask them to spread the word about their experience and offer them three professional cards, you will start a referral plan that works.

3. You must ask for referrals regularly. Unlike some doctors, chiropractors don’t have multi-billion-dollar pharmaceutical companies drumming new patients into clinics. Focus on delivering the goods as a chiropractor and asking for a referral at the appropriate time.

• Stop looking outside yourself for answers. People are starving for what you offer.

• Focus on each patient with the intent of creating a life-changing event, a quality adjustment that exceeds their expectations.

• Deliver the goods with enthusiasm and, as you finish, present three professional cards and have the courage to ask for referrals.

• Do this consistently and watch your practice grow.

• Make sure any other systems you add to the mix reflect your services’ value and your unique abilities. Keep your marketing authentic and simple. Always, always, always connect with each patient on every visit. Do this and you will be on your way to success.

Steven Visentin, DC, is a solo practitioner, clinic director of Care Chiropractic in Denver, and author of an e-book entitled “Blow Your Head Off Practice Building Secrets” for the chiropractic profession. He can be contacted through www.practicesecrets.com.