Last week I made the assertion that chiropractors offer two products: trust and hope.
Chiropractic is an intangible service. Its value cannot be judged until the moment of consumption. So, patients must rely on surrogates or proxies to determine if you are trustworthy.
Since patients buy the messenger (you) before they buy your message (explanations, meanings and recommendations) start there.
Walk the talk - Get adjusted regularly and display physical, mental and social well-being without being 'healthier than thou.'
Patient reviews - They're trusted almost as much as a friend's recommendation. Do you have them? Are they recent?
Website photography - Jettison the stock photos. Show us who you really are.
Keep your word - Run on time. Don't gossip. Be consistent. Don't make promises you can't keep—as in agreeing to resolve their symptom.
Respect patients - Honor their health goals, even if (especially if) they fall short of your own.
Next week: hope.
Bill Esteb has been a chiropractic patient and advocate since 1981. He is the creative director of Patient Media and the co-founder of Perfect Patients. He’s been a regular speaker at chiropractic gatherings since 1985. His 12 books explore the doctor/patient relationship from a patient's point of view. His chiropractic blog, in-office consultations, patient focus groups and consulting calls have helped hundreds of chiropractors around the world. Since 1999 Monday Morning Motivation has been emailed to over 10,000 subscribers each week.