Procedures and systems are essential to running any successful operation.

Whether you’re a parent, coach, or practice owner, systems help ensure smooth and successful day-to-day operations. Consistency is key.

One way to achieve consistency is through scripting.

Scripting, however, has several negative connotations. A scripted reply, if poorly executed, sounds canned, and your staff members may prefer to “be themselves” rather than parrot back phrases you’ve demanded of them.

These are valid concerns. You want to take full advantage of your staff’s vitality and their creativity. Your practice will thrive when it’s full of energy and, if you’ve hired well, your team will bring that energy to your patients’ experience.

Despite these concerns, however, scripted responses do have value.

CONSISTENCY THROUGH SCRIPTS

Athletes and actors train themselves to respond to cues automatically. And so should you and your staff.

When a scenario arises, a shaky or hesitant response undermines credibility and may result in a lost opportunity. But good training allows the athlete, actor, or staff member to respond in a precise and effective way that becomes second-nature.

Every staff member has to deal with certain situations, such as answering questions about money, insurance, and chiropractic (in general).

Since you know your staff will face these questions, and you’re the leader of the organization, why not prepare them properly?

Scripts can help staff members deal with a number of different scenarios. Your staff could benefit responding from a script when a patient says:

• “What’s it going to cost?”

• “Wow, that’s expensive.”

• “Are you on my plan?”

• “Where’s your office located?”

• “Has the doctor ever treated [name of condition] before?”

• “I need a quick adjustment. I’ve been seeing a chiropractor back home for years. Can you squeeze me in?” (Implication: “I don’t need an exam, just do C4 on the right like

Dr. Smith in Boise does.”)

• “I forgot my checkbook.”

• “I’m actually feeling worse.”

• “Medicare’s gonna cover this, right?”

• “I’ll call you about my next appointment, I forgot my schedule book.”

• “Can we do twice a week instead of three?”

FORBIDDEN WORDS

In addition to training your staff to answer inevitable questions through scripts, train them to also avoid using several words. These forbidden words tend to evoke an automatic negative response.

• ‘No.’ We learn very early in our lives that this word rarely, if ever, bodes well. Instead of saying no, rethink responses to be positive.

• ‘Dollars.’ Patients know today’s history and examination is $120, not 120 rupees. Dollars are only good when they’re coming to us, never when we’re spending them.
Instead of saying, “The total for today is $120,” say, “Today the doctor did a comprehensive history and examination. The total is one-twenty. How would you like to take care of that — cash, check, or charge?”

• ‘X-rays.’ Some people are afraid of x-rays. On the other hand, who’s afraid of “films” or “pictures”?

Your patients regularly need to hear certain messages. It’s easy to assume they know all about chiropractic, what conditions you can help, your special training, your e-newsletter or Web site — but patients can’t read your mind.

Train your staff to respond to questions in a way that is helpful and effective for the patient and your practice. Always aim to give consistent human interaction and make every moment a patient-education opportunity.

Use all your opportunities well and reap the rewards.

Daniel A. Shaye, DC, CCSP, FIAMA, is the president and CEO of A Trusted Voice, a company that specializes in on-hold and other audio patient-education systems. He can be reached at 877-55VOICE, by e-mail at info@trustedvoice.com, or through his Web site, www.trustedvoice.com.

Scripts help convert callers into patients.
Go to www.ChiroEco.com/scripts.