Generating Referrals: Who’s Responsible?

By: Susan Hoy, CA

Did you know that referrals don’t come from satisfied patients? The capacity for generating referrals come from excited, enthusiastic patients. The satisfied patient received what he expected. He expected to get better and he did. The patient that received an extra dose of excitement and enthusiasm during the course of his treatment received more than he expected. He listened to you and your staff, and he got excited about the things you talked about. The enthusiastic patient can’t wait to share what he found with others. Most people have the desire to help others, because of the feelings that helping others elicit.

Your patient will begin to look for people who can benefit from Chiropractic treatments. Therefore, it stands to reason that all of you should be talking about Chiropractic.

Recently, a Chiropractor approached me with a problem he was having with his front desk CA. The Chiropractor thought the CA was talking to the patients excessively. This definitely could be a problem if the conversation is not constructive. Conversations with patients should be a positive conversation about the patient and on the subject of Chiropractic. Conversely, a CA recently told me that her Chiropractor shared all the details of his personal problems with his patients. Remember, the patient is not interested in talking about you; he is interested in talking about himself. Becoming too familiar with a patient is not advisable. He must uphold you as an esteemed professional (familiarity breeds contempt).

Our entire staff is required to speak to patients on the benefits of Chiropractic care. If we left all the talking to our doctors, each patient would get very little education. Our doctors are too busy to educate the patient entirely. The task should be a team effort. The patient must hear things over and over again! However, everyone on the staff should be saying the same things. Again, the staff must be educated or they can not educate the patient.

Success stories about other patients along with personal success stories should be shared. Every staff member in your office should be a Chiropractic patient. I am shocked when I meet a staff member who does not get adjustments. I actually met a staff member who did not believe in Chiropractic adjustments! How can a staff member be excited about Chiropractic when they do not benefit personally from adjustments? In fact, free adjustments is one of the best perks our employees receive! If I hire an employee who has not had the benefits of Chiropractic care, you can bet the employee will receive an adjustment within the first week. Actually, we make our employee go through our entire program. He must fill out forms, receive an examination and X-ray, and have his own patient file. The following day, the doctor will have a report of findings consultation and suggest a treatment plan. Our employee must know exactly what to expect with treatment and must experience results.

Personal experience is always the best teacher. Additionally, patients can observe that Chiropractic adjustments are important to maintain health—not just to return to it! Patients often ask us, ”Do you get adjusted, too?” They actually think adjustments are only for people in pain! Hopefully, your patients know better!

In summary, the process of educating the patient and maintaining an enthusiastic office is the duty of every staff member, including the Chiropractor. The benefits are two-fold: staff members feel important in accomplishing this crucial task, and the patient realizes the lifetime benefits of Chiropractic care. YOUR INVESTMENT IN YOUR STAFF’S EDUCATION WILL REAP HUGE DIVIDENDS. In this process, everyone becomes a winner!