Monday Morning Motivation | When Reporting Becomes Sales

Posted by Bill Esteb on Mar 27th 2021

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Are you emotionally invested in the decision patients make as you report your findings and make care recommendations?

Crossing this boundary can be dicey. That's when reporting veers into salesmanship. Which can be detected by the presence of one or more of these indicators.

Manipulation - Using shame, guilt and fear can be tempting. But they rarely create long-term relationships. Worse, it often reduces referrals and reactivations.

Domination - Such behaviors are often justified as being in the patient's best interests. But dig deeper and the payoff can be financial gain or some type of personal reputation management concern.

Presumption - "But if I don't lead the witness a little, patients may take the wrong path and not get optimum results." Projecting your health values onto patients marginalizes them, resulting in resentment.

What patients do is not a reflection of you, but rather the value they place on their health.


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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.