article archive
April 2006
Being the best
by Dr. Ogi Ressel
Being the best is a very difficult topic to write about.
It's associated with much emotion, self‑validation,
normal every‑day excuses, denial, bristling prejudices,
and a plethora of other emotions associated with being a
chiropractor. Yet, it's on everyone's mind.
Let me give you
an example.
Picture two downhill skiers: Both practice eight
hours/day, seven days a week for years just so they can compete
in the Olympics. Talk about dedication, commitment and passion!
On
the day of the "Big Event," one makes the run
down the Giant Slalom course to the finish line in 3 min
and 58.4 seconds. The other makes it down in 3 min, and 57.8
seconds ‑‑ to the average earthling, hardly a
difference. Or is it? But the inescapable truth of the matter
is that the second skier came in First and got the Gold medal
and the first skier came in second for the Silver.
"But there was hardly a difference between the two,
they're just as good," you say. You're absolutely correct.
They're probably both excellent. Amazing! Perhaps the first
skier got a bit of a slower start, or took a wider turn,
or didn't have his "wheaties" for breakfast that
day, or was a bit too nervous, or didn't get adjusted, or
lost his focus for a moment. The list of excuses, realizations,
and rationalizations can be infinite. But, the fact that
stands in the face of all of these excuses is that the skier
number one came second. Period. Anyway you slice and dice
it, that's the result.
The other side of the coin is that the
second skier came in first, got the Gold, and is now proclaimed
to the world as the best. No excuses for this one. None are
needed!
Like it or not, the second skier is now showered with
scholarships, bursaries, gifts. He now represents Nike, is
a spokesperson for Head, or Rossignol, etc. He can open his
own racing school, model next to a Porsche, be a spokesperson
for BMW, etc. Doors are open everywhere.
Two weeks after the
event, if you asked anyone who came in second for the Silver,
here's what you may hear: "I
can't remember" or, "I just can't think of his
name" or "Was there a second?"
The brutal reality is that, as a population, we're concerned
only about the best. Numero uno. Number one. Those who are
second‑best are thrown by the wayside.
Nowhere is this
more evident than in health care ‑‑ especially
when it concerns children.
Consider this from a different perspective,
your view as a parent. Place yourself in the shoes of a parent
who has two little munchkins.
When looking for a doctor ‑‑ a chiropractor ‑‑ who
would you like to see? What kind of a doctor would you entrust
with the health of your children? Or your wife? Or yourself?
Or your relatives? Or your neighbors?
Would your chosen doctor
be the type you would trust implicitly? Would he be dedicated
to his art?
Would she be committed to you and your loved ones?
Would you like to see passion in her eyes?
Would he be a really
good person? Would he be understanding? Empathetic? Honorable?
Honest? (there's a concept!). Would he be able to relate to
your munchkins? And how would you feel about him?
Would you
expound her virtues to your friends? Would she hold that esteemed
place in your heart because she was able to get you out of
pain in one‑two visits? No?
Would you consider him or
her to be the very best you have ever encountered?
Some cutting
questions!
Here's the flip side.
Would you, instead, feel that he or she
is only "good
enough" for the acute episode, reserving your family's
wellness care for the person who's the best and who you trust?
Would
you feel uneasy bringing your children to see her? Would
you make some lame excuse why this isn't possible (blame
it on your wife who isn't a patient or your sudden lack of
money)?
Would you feel uncomfortable with his tacky marketing
campaign? Or her telemarketing? Or his garish yellow pages
ad ‑‑ yes,
the one where he and his staff look like they sell used cars
when things are slow?
Would you tend to see him or her as a
bit of a hustler, someone who's "okay" but not really
good enough for your family and friends?
Would you feel comfortable
referring others to this doctor?
Some important points to think
about.
These are some of the things your patients look for in
a doctor ‑‑ or not.
I speak with so many chiropractors
on a daily basis who wonder why they're not ...busy ...seeing
the children of their patients ...getting their patients to
refer ...getting paid! Why patients leave them as soon as their
insurance runs out. Why they aren't building their brand new
office while the guy or gal down the street IS.
It really is
a matter of perception ‑‑ what
your patients perceive, i.e.., what they think of you and
the service you provide.
Do they see a first‑class doctor,
or do they see someone who's second best and doesn't quite
measure up? Think about it. Would you entrust your health to
a person you consider to be second best?
Would you?
No? There's a shock!
Your patients and community are no different.
They want the best, and they'll pay extra to get it.
I realize
that these are some unsettling thoughts, but they're real.
Take
heart though. There is a solution. You need to become the best.
Period. End of story. Will it be easy? Probably not. Will it
require effort. Absolutely! Will it be worth it? A resounding
YES!
And the effects will last a lifetime!
Being the best...there's
no substitute.
(Dr. Ogi Ressel, author, researcher, and an x‑ray
and pediatric specialist, teaches The Practice Evolution
Program, the "fastest‑growing coaching program
on the planet." Visit online at www.practiceevolution.com
and take the Practice Health Mini‑Checkup. Dr. Ressel
may be contacted by e‑mail at drogi@practiceevolution.com
or by calling 800‑353‑3082. Interested in receiving
his weekly THOTS "on seeing tons of children and families
in your practice?" Send him an e‑mail and asked
to be added to the list.)