Big picture, behind the curtain stuff today…
Never forget that Chiropractic is more than a way of helping the body help itself. Chiropractic is an INDUSTRY.
Most, if not all, industries have at least two economies / two audiences:
B2B – Business to Business companies that sell to and serve Chiropractors (colleges, “coaches”, consultants).
B2C – Business to Consumer companies that sell to and serve patients (chiropractic practices, like yours).
Why are these distinctions so important?
To avoid what I call…
“Practice Leaky Gut”
Practice leaky gut happens when what is taught, told, or sold to CHIROPRACTORS (by B2Bs) permeates and POISONS the B2C side of Chiropractic (which includes patient/consumer confidence).
See, what Chiropractic students and doctors want is typically the total opposite of what consumers and patients want.
Colleges, “coaches”, and consultants paint unrealistic pictures of what is possible.
Nevertheless, most Chiropractors fall for it hook, line, and sinker, and then make crazy practice/business model decisions like…
- Refusing to take their insurance. “You need a cash practice!”
- Technique/product centric. “Buy this equipment, sell this product, learn this technique and you’ll succeed!”
- Learn how to close! “Long term pre-pay care is the name of the game!”
As a result, many of these docs never recover financially and/or emotionally.
They’re forever skeptical, angry, discouraged, and unable to make decisions.
Like many consumers, they become extremely jaded, scared, and skeptical about any Chiropractic B2B who claims that they have the answer to their practice problems.
“BUT BEN WAIT…
YOU RUN A ‘B2B AND YOU TELL CHIROPRACTORS
WHAT THEY WANT TO HEAR TOO!
WHAT MAKES YOU ANY DIFFERENT????”
You are right!
I do “sell” to Chiropractors.
The difference is… I don’t tell Chiropractors what they want to hear.
I tell Chiropractors what consumers and their patients want to hear.
Most Chiropractors don’t want to hear things like…
- “Provided that it’s clinically appropriate, give patients only what they want.”
- “Stop trying to convince. Stop overcharging. Stop overtreating.”
- “Make every visit affordable—even the first visit.”
- “When the patient tells you that they feel a lot better, let them go.”
- “Let patients come in unannounced—no appointment needed.”
- “Answer your phones live, 24-7, no voicemail.”
- “Look and be very professional.”
ChiroTrust members take a Pledge. It is their “mission statement” that is congruent with what the market wants from them.
Because at the end of the day, nobody cares about what you want, what you are passionate about, or what you know that they don’t.
The market wants what it wants. Don’t try to change their behavior. Leverage it.
Whomever gives it to them (when they want it, how they want it)…
Whomever can get and maintain their attention (including and especially all your past and current patients)…
Whomever keeps everything simple (no hassles, complexities, confusion, or controversy)…
ChiroTrust leverages behavior.
Like a slippery slide. 🙂
This “industry” wins.