…the list goes on and on.
Remember how important technique was in school?
Students argued over which technique was best.
Technique social cliques were created.
Friendships were abandoned.
…All because of “technique”.
Years later, many of those D.C.s still hang their hat on their technique:
Cold Laser Therapy
…and all that is fine and good.
But here’s where D.C.s go wrong…
They market their technique!
They allow their technique to identify and/or define who they are.
Their technique becomes their product.
In an attempt to stand out, they fade away.
They become a comparable commodity.
Their practice is overshadowed and defined by and reduced to their technique and/or how they do what they do.
They give their patients and their marketplace words to “Google”, share, debate, and defend with others… Placing themselves at the mercy of what others either already know, think they know, disagree with, or are confused by.
Consumers and patients then debate as to what works best. And it all originated from a D.C. explaining HOW they treat patients.
What if nobody knew what technique you used?
You didn’t talk about it on or offline.
What if nobody knew the name of the equipment and/or modality?
What if every patient attributed their results and satisfaction to YOU and NOT your technique?
What if you knew how to nurture every relationship before, during, and after the care?
You’d be the product.
You’d have no competition.
Patients would talk about and refer patients to YOU
…NOT your technique.
That’s how you set your practice up for success.