Shared by: Dennis Perman DC, for The Masters Circle
10/14/02

I got a call from an outstanding chiropractor and dear friend, 
longtime Masters Circle member Dr. Eric Goldman of Pomona NY, 
telling me of an unusual and revealing turn of events in his office.  
Dr. Goldman and his partner, Dr. Arlene Kahn, have different styles of 
practice, and therefore, new patients are distributed based on which 
style suits the patient's needs better.

> 

> Because of Arlene's schedule, Eric had to take a patient who 
ordinarily would have gone to her.  When he eyeballed the patient, he 
launched into some toxic self talk -- oh no, this guy's not my type of 
patient, he won't relate to me, I don't relate to him, he won't go for 
my way of practicing, and so on  -- hardly what you'd want racing 
through your mind before your report of findings.

> 

> Anyhow, Eric is a pro, so he sits down with the patient, and 
begins his report, but because he really didn't think the guy was 
going to buy, instead of his usual elaborate report of findings, rich 
in information, metaphors and sophisticated language patterns, he 
just stated the findings in a matter of fact way -- no frills, this is 
what it is, this is what I do, this is what you do, here's how much it 
costs, let's go.

> 

> Much to Dr. Goldman's amazement, the patient accepted 
everything he presented with a great attitude.  In half the time, with 
half the effort, a patient dials in and a life is changed.  What 
happened?

> 

> If you look at the way these doctors divide their new patients, 
you'll see the pattern emerging.  By personality type, Eric is more 
laid back, more intellectual, more eclectic in his approach, so it 
stands to reason that patients who prefer that style will gravitate 
toward him.  Arlene is more certain, more direct, more overtly 
powerful, so patients like that will relate better to her.

> 

> In this situation, Eric consciously thought that he had no shot 
with this patient, so he "skimped" on the time and energy, thinking it 
would be wasted on someone who didn't relate.  But intuitively, Eric 
made a wise decision -- he gave the report in a language the patient 
could indeed relate to.  What an eye-opening experience, to be able to 
give a shorter, more direct, less flowery and artistic but more 
concise and effective report!  By learning another approach, Eric 
expanded his repertoire, and now has an additional tool to use when 
it's a right fit.

> 

> Regardless of your practice specialty, you will attract people of 
different personality types, with different priorities, different 
values and different communication styles.  You increase your 
chances for success when you learn to broaden your appeal so you 
can serve a wider spectrum of people in your community.  You may 
have learned several clinical techniques, which you apply based on 
that particular patient's needs -- doesn't it make sense that you 
would also need several possible approaches in the way you 
communicate with your patients, based on what works best for 
them?

> 

> The most typical reason chiropractors do what they do is because 
they've always done it that way.  Be creative, be flexible, use your 
imagination -- what else could work?  Develop at least two ways of 
communicating your message -- you may just double your practice.

> 

> 

> Dennis Perman DC, for The Masters Circle

>