Keep Your Patients Happy

Keep Them Coming Back For More
By Kevin Wong, DC

This was an article I wrote for practicing field Chiropractors as a way to remind them of how to treat their patients.

As practicing chiropractors in the field, we all have our distinct ways of running our practices. Our methods of governing the day-to-day operations of our offices are as different and unique as the techniques we practice. We all understand that as important as bringing new patients into our clinics is, taking care of our existing patients is just as important.

Do any of you remember the very first patient you ever treated? Are any of you fortunate enough to still be treating patients that you saw in your very first year of practice? I am sure you can think of a bunch of patients that have been with you for many years. In fact, some of these patients likely form the backbone of your practice.

Have you ever heard the old joke, “how many chiropractors does it take to change a light bulb? Just one, but it takes 50 visits.” We laugh it off, but public perception of us involves—to some degree—the number of times patients come into our office for visits. The reality of it is that we as chiropractors understand patients will need to come back to us in the future, because life happens. We pick up children, drive our cars, work out and a whole host of other activities that can throw our bones out of alignment.

Some of those factors have to do with the patients themselves and we may not be able to control many of them. Some of those factors have to do with the practitioner.

Take a moment to think about the type of patient you are targeting in your practice. Some of you have already established a system where patients pay a yearly or monthly fee for unlimited care. That will pretty much take care of retention problems as the patients are more likely to schedule their appointments out further.

I am a big believer in education in my office. I teach them all that I can about themselves and why active and maintenance care is important. I know that I cannot force someone to come back if he or she doesn’t want to. What you can do through your words and actions is establish a bond with that patient that is so strong, he or she doesn’t want to let go of it. Let me share with you some ideas that have helped me with patient retention.

•    Help the patient understand his or her ailment.

This one might seem obvious, but you have to remember that many of our patients have seen one or more other medical practitioners before they get to us. Most of the time, no one has bothered to explain to them what is really happening in their bodies. Some patients can throw around the medical buzz words, but they don’t know what they mean. How many times have you seen the light go on for people when you point to the spine or a model of the shoulder and make them understand why they are in pain? Knowledge is power, so give your patients that power and they will love you for it.

•    Explain the type of treatment that is entailed, including active and maintenance care

To the best of your ability, discuss what you believe is occurring with the patient. If you have done a good job explaining what their condition is, patients should understand how and why you need to treat them. This will involve home care and exercises as well to make the patient more proactive.
In the beginning, we always have to be careful not to hit our patients with more information than they can handle during the first couple of visits. This is why you will continue to repeat some of the information as you do your follow-up visits during the treatment plan.

•    Listen to what your patients need but may not know to ask for.

Perfect examples of this are an exercise program; custom-made, flexible orthotics; taping; various support braces/cushions; pillows for side sleeping vs. back sleeping; mattresses; and ergonomic office chairs. These are the things that can really set you apart from the other allopathic practitioners, and the patients really appreciate it! We all know that the adjustments are extremely important, but it is usually not the only thing the patient needs.

•    Offer ancillary products/services and follow up with the patients.

When I prescribe custom-made orthotics for my patients, I schedule follow-up visits for one week, two weeks, one month and then one year away. The patient may need more visits during this time period, but it allows me to check up on them at a minimum to make sure they are doing well. When I prescribe pillows, supportive braces or other devices, I always schedule follow-ups to make sure they are working correctly.

•    Practice the little things that patients really appreciate.

on time and don’t make people wait too long in your reception room. Common courtesy goes a long way in the office. Having a respectful, polite staff will help your patients feel more comfortable, and that goes a long way in making them want to come back to your office.

•    Prepare for the time when the patient may leave or go on call.

It is natural for many patients to disappear from care after a time. For many of them, it is because you have taken their pain away; so once the pain is gone, so are they. For others it can be a variety of excuses including money, time, etc. You can’t fight some of these excuses no matter how well you educate them. So beat them to the punch and as your patients start to feel better, talk to them about what type of care they are still in need of. I am excited when a patient is feeling much better, and I make sure we talk about when and why they will need to seek care in my office at a later date.

The moral of the story here is to do what you can to stand out from the other practitioners that the patient has already seen. Listening, observing and understanding what your patient truly needs will endear them to you. As you foster this relationship, it sets you apart from others, and they will want to come back to you. It may not be every week or every month, but they know the door is open and they will call you back for care when they need you. Equally as important, these patients will refer their friends, family and co-workers to you.

About the Author
Kevin Wong, DC, is a 1996 graduate of Palmer College of Chiropractic West. He is an expert on foot analysis, walking and standing postures and orthotics. Dr. Wong travels the country speaking about spinal and extremity adjusting while practicing full-time in Orinda, California.