A patient's motive for consulting your practice is to experience less pain or more life. Since most patients enter with an obvious ache or pain, they gravitate toward the former.
But here's the rub. Unlike a drug that fools their body by dampening its ability to sense pain, chiropractic adjustments awaken their body. In other words, most patients want less pain, but with the intent of reducing nerve interference, your care is producing more life.
Worse, most patients are unable to fathom what "more life" even means. Their desire is put this episode behind them and get back to what they thought was normal. Granted, "normal" means an annual bout with the flu, several colds each year, stiffness getting out of bed and a parade of "normal" aches and pains.
These maladies may be common but they aren't normal. Standing for this simple truth is how wellness practices are built.
Granted, a wellness practice may not be your objective. No problem. However that means you will have an ongoing pressure to attract a continual stream of new patients, without the social authority granted those in medicine.
Thus, besides your clinical duties, you'll need to focus on at least two major objectives:
1. Marketing. Promoting you and your practice will require your constant attention. But here's the rub. Many practitioners, especially after 10-15 years in the trenches find promotion to be distasteful, beneath them, unprofessional or reserved for newbies.
2. Becoming familiar. While related to marketing, this is about emerging from your social cocoon and personally encountering as many strangers as possible. That means conducting screenings, giving lectures, befriending other practitioners serving the wellness tribe in your community, being generous with your time and becoming better known in your area.
Holed up in your practice, passively waiting for customers (patients) to manifest is rather risky. Because referrals and digital marketing have some obvious limitations. The key is to be in action.