Moment of truth 6 of 13: the examination.

While I've never personally conducted a "physical, orthopedic, chiropractic, neurological and radiographic examination," after 10 chiropractors over 40 years I've been on the receiving end a few times.

One choice is to take a very medical approach, umming and ahhing at opportune times to create a sense of mystery and that you're uncovering some rather unsavory findings.

This is manipulative theater.

The other, is to make your report of findings somewhat anti-climactic by revealing what you're learning along the way. In this case, repetition is your friend.

I recommend the latter. Sharing the most significant findings along the way helps patients sit with the fact that you clearly understand what's going on.

Then, at your report there's no need for the "big reveal." Or any other surprise. Instead, it's about making meaning of your findings and offering choices for the way forward.

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.