If They Knew What We Know…
They Would Do What We Do?
By Michael A. Duncan, D.C.
The saying “If they knew what we know, they would do what we do” is a very common expression that has been around the profession for a good number of years. If this is true, why are we still seeing a percentage of the population that barely reaches into the double-digits at best? While I do believe that there is truth in that popular phrase, I think it is lacking something. It is these gaps in our understanding that can help us accept the reality of our current 6, 10 or even 15% market-share. Within this understanding, I think that we can begin to improve and grow our practices beyond the current levels. So what are these gaps that cause people to not become “ideal” patients and practice members? I feel that there are 5 basic things that must occur including ‘Knowing What We Know’.
The first thing is that they need to HEAR the message. That Vertebral Subluxations (VS) are, in and of themselves, a detriment to the expression of the innate intelligence of the body. Simply put, VS robs us of LIFE! I am a real stickler for words and personally get frustrated with semantics and word games. A friend of mine, Mark Ohlstein, once told me that ‘It’s Not What You Say…It’s What They Hear”. Well, if that is true, and I believe it is, the only way for them to hear our message is to have one that is crystal clear and for them to hear it often. One of our biggest tasks is making them aware of VS and its toll on Life.
Secondly, people need to UNDERSTAND our objective. While it can often get in-depth and technical very quickly, especially when thinking in terms of the vast and negative effects on physiology and body chemistry, our message is really very simple. A message, that I think, most people can and do understand.
The third component is ACCEPTANCE of their newly found knowledge as truth. This is actually two-fold. For us, their acceptance is based on them understanding our objective and concept of VS. It is also dependent upon them know what we ARE NOT going to do as much as what we ARE going to do. This is something that we must both agree to before their chiropractic care can be initiated.
Fourth, they must CHOOSE to get the service that we have to offer. We offer a worthwhile service that improves both Quality & Quantity of Life! We all know that every person in our communities could benefit from regular chiropractic care. So why aren’t they getting it??? Far too many people have never even had the opportunity to hear our message, let alone choose it. Not only are they are constantly bombarded with medical message and the Outside-In approach health and life, they are bombarded with things that I don’t even consider to be chiropractic. Most have heard that message far too often…they haven’t heard us! As a result, they are robbed of choice. Not everyone will choose to see us and it is naïve at best to think otherwise. But how can they choose if we aren’t doing all we can to share the message? How much more could each of us be doing to reach the people in our communities? I know that I can do more…how about you? We have a huge job to do and no one is going to do it for us.
The last thing in the process is that there must be a DESIRE (commitment) to receive our services. If there is no desire at all or only partially present, they will be less than an ideal patient. I think that this is the crux of the issue. No matter how many times they have “heard” the message, how much they “understand” it or even “accept” it matters very little without desire. Most often their level of desire does not match the one we have for them and that can cause a great deal of frustration. I think that it is this frustration that causes many to question their technique, their “educational” processes and their fee systems. Only when a patient’s level of desire to receive and our desire to provide match will they be “ideal”. Unfortunately, most of the time that doesn’t happen. So the question becomes what do we do about it? Do we dismiss them from the practice because they didn’t commit to lifetime care on the first visit or two? Do we continue to serve them the best we have to offer as often as we can and hope they come around? For myself, I tend to lean toward the latter. I would love to have only practice members who are 100% committed to regular, lifetime chiropractic care in my office. I am also realistic enough to know that it will never reach that level because we are dealing with people. Many of the greats in our profession have shown us that we can reach very high levels of success, but even then it isn’t 100%.
We are part of a legacy that I believe has yet to be duplicated or fully unfolded. So, do we fill the empty percentages and grow both as individuals and as a profession or do we stay at less than our maximums and settle for where we currently are? It is up to you to decide for yourself. I think that considering these components can be helpful in understanding and shaping the growth of our practices and help us reach more people without compromising our objective and intent.
The saying “If they knew what we know, they would do what we do” is a very common expression that has been around the profession for a good number of years. If this is true, why are we still seeing a percentage of the population that barely reaches into the double-digits at best? While I do believe that there is truth in that popular phrase, I think it is lacking something. It is these gaps in our understanding that can help us accept the reality of our current 6, 10 or even 15% market-share. Within this understanding, I think that we can begin to improve and grow our practices beyond the current levels. So what are these gaps that cause people to not become “ideal” patients and practice members? I feel that there are 5 basic things that must occur including ‘Knowing What We Know’.
The first thing is that they need to HEAR the message. That Vertebral Subluxations (VS) are, in and of themselves, a detriment to the expression of the innate intelligence of the body. Simply put, VS robs us of LIFE! I am a real stickler for words and personally get frustrated with semantics and word games. A friend of mine, Mark Ohlstein, once told me that ‘It’s Not What You Say…It’s What They Hear”. Well, if that is true, and I believe it is, the only way for them to hear our message is to have one that is crystal clear and for them to hear it often. One of our biggest tasks is making them aware of VS and its toll on Life.
Secondly, people need to UNDERSTAND our objective. While it can often get in-depth and technical very quickly, especially when thinking in terms of the vast and negative effects on physiology and body chemistry, our message is really very simple. A message, that I think, most people can and do understand.
The third component is ACCEPTANCE of their newly found knowledge as truth. This is actually two-fold. For us, their acceptance is based on them understanding our objective and concept of VS. It is also dependent upon them know what we ARE NOT going to do as much as what we ARE going to do. This is something that we must both agree to before their chiropractic care can be initiated.
Fourth, they must CHOOSE to get the service that we have to offer. We offer a worthwhile service that improves both Quality & Quantity of Life! We all know that every person in our communities could benefit from regular chiropractic care. So why aren’t they getting it??? Far too many people have never even had the opportunity to hear our message, let alone choose it. Not only are they are constantly bombarded with medical message and the Outside-In approach health and life, they are bombarded with things that I don’t even consider to be chiropractic. Most have heard that message far too often…they haven’t heard us! As a result, they are robbed of choice. Not everyone will choose to see us and it is naïve at best to think otherwise. But how can they choose if we aren’t doing all we can to share the message? How much more could each of us be doing to reach the people in our communities? I know that I can do more…how about you? We have a huge job to do and no one is going to do it for us.
The last thing in the process is that there must be a DESIRE (commitment) to receive our services. If there is no desire at all or only partially present, they will be less than an ideal patient. I think that this is the crux of the issue. No matter how many times they have “heard” the message, how much they “understand” it or even “accept” it matters very little without desire. Most often their level of desire does not match the one we have for them and that can cause a great deal of frustration. I think that it is this frustration that causes many to question their technique, their “educational” processes and their fee systems. Only when a patient’s level of desire to receive and our desire to provide match will they be “ideal”. Unfortunately, most of the time that doesn’t happen. So the question becomes what do we do about it? Do we dismiss them from the practice because they didn’t commit to lifetime care on the first visit or two? Do we continue to serve them the best we have to offer as often as we can and hope they come around? For myself, I tend to lean toward the latter. I would love to have only practice members who are 100% committed to regular, lifetime chiropractic care in my office. I am also realistic enough to know that it will never reach that level because we are dealing with people. Many of the greats in our profession have shown us that we can reach very high levels of success, but even then it isn’t 100%.
We are part of a legacy that I believe has yet to be duplicated or fully unfolded. So, do we fill the empty percentages and grow both as individuals and as a profession or do we stay at less than our maximums and settle for where we currently are? It is up to you to decide for yourself. I think that considering these components can be helpful in understanding and shaping the growth of our practices and help us reach more people without compromising our objective and intent.
