We tend to place a high value on things that are scarce, such as gold, DaVinci paintings, or baseball bats used by Babe Ruth. And in far too many practices: new patients.

When new patients are especially precious, some classic pathologies often arise:

• New patients are seen as a constant flight risk. 
• Special care is taken not to upset or offend. 
• Optimal care recommendations are often compromised. 
• There is an inclination to seek approval or be liked. 
• There is pressure to prove chiropractic “works.”

These and other unhelpful behaviors emerge from the anxiety or apprehension resulting from what is imagined to be at stake: rejection, judgment, or some other unwanted effect.

These are signs you’ve made the relationship about you.

This walking on eggshells becomes a nocebo, betraying the confidence, trust, and hope new patients want and deserve.

Making it about you turns the Big Idea into something rather small.

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, coaching program, 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.