Are patients buying your time or your talent?
A common misconception is that spending more time adjusting, or adjusting more segments, produce better clinical outcomes. Naturally, this isn't true. But it's often used by some chiropractors to get their social needs met or justify their fee.
These are often the same chiropractors who claim they want to help more people and grow their practice.
Helping more people will likely require shorter adjusting times, which is usually a question about amplitude, presence and certainty. Not time. Oh sure, you may have openings at 11:00 AM or 3:00 PM, but these times aren't convenient for a majority of patients.
Helping more patients and growing a practice is almost always about maximizing the busiest times of the day. If you're not in the mood to pick up the pace, then stop torturing yourself. Either raise your prices or reduce your expenses.
This is one of the breakthroughs chiropractors who work 20 hours a week or less have incorporated into their practices. Once you divorce time from outcomes new opportunities emerge. Some use it to help more people. Others use it to work fewer hours and attend to their personal lives.
What isn't obvious to those working grueling 10-hour days is the requirement of amplitude, presence and certainty.
Amplitude. This isn't about more forceful adjustments! Rather it is about intent, purpose and visualization. Metaphor: pull the bandage off slow and long or fast and short? The effect is the same, but the experience is quite different.
Presence. You can't phone it in. You must be fully present with the patient. No daydreaming about the weekend. No mindless chatter about last night's game. Instead, you must reduce all distractions and focus all your senses with laser intensity.
Certainty. This requires clarity about what's yours and what's the patient's. It means you can't invest your life spirit in things you can't control. It permits you to show up fiercely fearless. The happy result is that patients have greater trust in confidence in you because you clearly have trust in confidence in the principles of chiropractic. Which produce better outcomes.
The decision to sell your talent rather than your time starts with you. You must own it first. Then you can help more people. If that's what you want to do. Maybe you don't. That's okay too.
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 Parker Seminars and other chiropractic gatherings since 1985. He is the author of 12 books that 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 helps hundreds of chiropractors around the world. His Monday Morning Motivation is emailed to over 10,000 chiropractors each week.