Sigmund Miller, DC ChiroView Presents | Editor webinfo@chiroviewpresents.com August 12, 2001 Focus Groups - What Some Think About Chiropractic www.ChiroCredit.com Continuing Education Credits now available online! Register free through August 20thä During the past several months, many asked that I re-broadcast an article that I previously authored. I have edited some of the content to reflect my more recent thoughts about what I had learned during this focus group experience. I had the opportunity several years ago, while overseeing more than 25 clinics as director of clinical affairs for Camber Chiropractic, to observe several "focus groups" presented by professionals who set these up for a living. Citizens participating in the focus group would qualify if they had a history of recurring back pain but never visited a chiropractor. It was enlightening to not only observe their behaviors, but to listen to their views regarding chiropractic. I am interested in your comments so get back to me. Also rate the broadcast 0-5. 0= You¼re putting me to sleep 5= Great stuff! I wanted to briefly summarize several key points and what I learned from this segment of the population. I hope you find some of my impressions interesting... 1. Non -users were, for the most part, chiropractic neutral, except for the points brought out regarding item #2 listed below. They didn't have a negative view of chiropractic. Simply stated they didn't need any "hard sell" approach on chiropractic. They simply wanted their problem taken care of. 2. Many non-users were concerned that once you started treatment...you would have to keep coming. In addition, non -users didn't like when doctors spoke negatively about each other. For example, let's say your new patient wants her problem taken care of as quickly as possible and is testing you by saying the following... "What do you think about my friend who has been visiting a chiropractor forever". I would not respond by stating "Well we don't do it that way". Although I would acknowledge her concern, I would not make any negative comments about that doctor's approach. I would simply move on and explain to them your approach to patient management. 3. In regard to medical care, don't take an „us v. them¾ approach either. The non-users want you to work in concert with their medical doctors. They want their doctors to acknowledge and respect what you do, as well. Almost all participants in the focus group already had a negative view regarding medical treatment already received for their neck or back problem. There is nothing to gain by „piling on¾ with more negative opinion. 4. Most concerning to me was the fact that participants had no idea the level of commitment required in becoming a chiropractor. No clue relating to education, or scope of practice, or requirements regarding state licensure, or that chiropractors were actually considered doctors. Although this was the case, I would avoid any approach that appears self -serving. Let your professional demeanor and approach to patient management speak for itself. Perception is reality. A professional image was most important to the non- users...clinic jackets, diplomas on the wall, professional and respectful staff and a clean and professional office environment. And since they had little idea as to what we do as chiropractors, a clinic tour might be worth considering in some instances, so they can better understand how we "go about our business". 5. The group embraced treatment that was designed to be short - term and focused on their areas of chief complaint. Although you might be interested in offering a variety of services during initial visits, they want you to first take care of their chief complaints. After demonstrating results and gaining their confidence, the participants expressed they would then be open to other recommendations. 6. Here's one point the group made that was quite clear..."we want to feel better so we can resume more enjoyable activities". Therefore one of the most important questions I have always asked a patient is "what would you like to do, but can't, because of your pain'"? Often times they reply..."I would like to be able to dance with my wife again, or do some gardening, or play golf on weekends, or push my daughter on the swing again. If several small, but successful steps can be taken in accomplishing any of these goals, I know from that point forward, I will have a compliant patient who will follow my recommendations at every turn. In addition, the victories don't have to be huge...just meaningful to the patient in pain. For example, you can have a profound impact by simply teaching the acute patient proper body mechanics when getting out of bed during the morning hours, or how to stand -up from a chair with less pain. We are not necessarily talking about running a sub- 4 minute mile here, or leaping tall buildings in a single bound...c'mon remember Superman? 7. The focus group was very disappointed in relationships they had with their medical doctors. Poor treatment outcome, poor communication, no time to sit down and explain things...nothing you haven't already heard. 8. Finally, they were very impressed that a chiropractor would be willing to communicate directly with their medical physician. Remember...those seeking alternative healthcare services are often reluctant to share this information with their MD, but they embraced the idea that the chiropractor would. One of the most effective ways I increased new patient referrals, was to send a copy of my report to the new patient's primary care physician and all others previously treating for this same condition. Obviously it's important what you think, but it is as important to be sensitive to what the public thinks about chiropractic as you continue in your efforts to attract new patients and to retain established patients. I hope these are helpful in managing your patients.