My Mistake

Doc, over a year ago I made a mistake—actually, a big mistake that I just recently rectified.

I hope you don’t make a similar one.

What was the mistake?

Offering doctors a chance to join ChiroTrust for $1.00.

Although it attracted a lot of doctors, some were not a good fit for ChiroTrust…

• They tended to procrastinate.
• They feared change.
• They lived in the past.
• They lacked confidence, competence, and professionalism.
• They thought like an employee, not like a business person.
• They blamed others for their lot in life.
• They had unrealistic expectations of the marketplace.
• They didn’t follow instructions.
• They didn’t implement.
• They caused the most brain damage.

Since eliminating that offer, not only have we attracted the right D.C.s, but we’ve attracted even more than before—something we didn’t anticipate.

So if you still offer “free exams”, “new patient specials”, and/or “pre-pay discounts”, I’m here to tell you that not only is it damaging to your practice, but it kills your faith in people.

Most can’t be helped. They prefer to complain, blame, and feel sorry for themselves.

Only 20% of your target market is a good fit for your practice.

• They follow instructions and are excited about taking action.
• They respect you and your time.
• They take responsibility for their end of the bargain.
• They tend to be nicer and a pleasure to serve.
• They refer others just like them.

So if you want each and every patient to get the best results from your care, then attract the right patients in the first place.

…and politely, invisibly, and intentionally repel everyone else! 🙂