Increase your patient base by using motivation theories—because motivated patients are satisfied ones

Tne would think that understanding motivation would be an easy task, but as complex beings, what motivates one person may not motivate another. In successful practice management, understanding what prompts some to seek chiropractic services is a crucial topic. It is even more so when we attempt to determine what will motivate patients to follow a course of care, and then to continue the care that is required once the symptom(s) are gone. So how do we figure out what incentives will work for patients?

Get a Move On
The first place to start is by examining motivation theory. Motivation theory is extremely complex and there are different schools of thought. The word motivation comes from the Latin mover, which means “to move.” Webster defines motivate as “to provide with, or affect as, an inner drive or impulse that causes one to act.” Motivation theory includes theories that explain behavior, such as needs, reinforcement, and cognition.

Needs theories are based on the premise that individuals are motivated by dissatisfied needs. These needs can be on different levels—stemming from physiological to psychological—and generally lead to goal-oriented behavior. A basic example is: when you are hungry, you eat. When people are unaware of their needs, there is no motivation. Point out needs: relief, increased activity, increased function, and increased nutrition.

Reinforcement theorists propose that behavior is controlled by consequences and not internal needs. These theories contend that people will repeat behaviors that have favorable results and avoid behaviors that have unfavorable results. Your report should definitely include the consequences of delaying or declining your recommended care. While the first two theories are more instinctive, cognitive motivation theory purports that behavior is not consequential and a function of rational and conscious choice.

In all of the theories, the one constant is reward. Rewards serve to reinforce behavior. The reward comes in two general types: intrinsic and extrinsic. Intrinsic rewards come from an inner satisfaction and sense of achievement; extrinsic rewards are generally given by an outside source.

When it comes to patient motivation, I tend to use a simplistic model of motivation theory, based on a blend of needs, reinforcement, and cognitive theory. Patients have a need for corrective action; in seeking the services of chiropractors, they make a conscious decision to pursue a regimen of care that addresses the problem rather than just relieving the symptom. Patient satisfaction with the care received comes with a positive outcome that provides their reinforcement. The most effective reinforcement comes in increments and not all at once. Each visit should feel unique and rewarding.

In general, there are two types of patients: those who are in pain and need relief, and those who are concerned with overall health and have genuine interest in achieving wellness. Do you treat them differently? Unfortunately, in most cases, we see patients because they have symptoms that cause them to seek the advice and immediate care of a doctor. These patients are usually not interested in the root cause of their distress; they just want relief. The challenge is to tap into their innate desire toward long-term health and well-being by making them want to take responsibility of their body and to prevent the vertebral subluxations that often cause recurring problems.

Health—Its Own Reward
Tapping into and encouraging patients’s desire for wellness can be a challenging, but rewarding, task. It is really what we are all about. My advice is to be prepared. Know that you are going to encounter resistance, and work to address this obstacle head-on:

• Have materials that are interesting and educational, but not boring. Technology has made materials available in a variety of media at affordable prices. You can use print materials, videotape, compact discs, email—alone or in any combination. Digital scanning technology and hands-on patient educational displays are also intriguing to patients.

• Prepare a library of case studies, so you are able to offer solutions that address specific problems. Write about the experiences of your patients, or gather case studies from chiropractic magazines and websites. The more you have in your library, the better.

• Have visual aids that explain the vertebral subluxation complex. Anything that is specific to your patients’s difficulties, rather than generalizing, is beneficial and will get their attention. Select tools that enable you to give the patient a picture or image showing exactly where the problem is located and the effect it has on the musculoskeletal system.

• Be specific when mapping out the schedule of care. Your patients need to have goals in mind and the knowledge that what you are providing is helping them to achieve wellness. Consider that they have selected chiropractic rather than medication because they want to address the problem, not just take care of the symptom. Answer that vote of confidence by giving them definitive levels of measurement so they can chart their progress.

• Include participation of the patient in the care program. If your patients are actively involved, they will have a stronger interest in achieving success. Again, have measurements and goals so they can recognize the improvements.

• Measure the progress in as visual a manner as possible. Show your patients their achievement. I ask my patients to rate many personal conditions (quality of sleep, exercise, general mood, and digestion) and to track and discuss them at each reevaluation.

What are the rewards? Your patients are rewarded. They just need to be reminded about how far they have come, how much better they feel, and how much better off they are in the long run. You can offer some incentives to add an extrinsic element into the mix, such as a discount once a specific level is achieved, a massage to pamper themselves, and always offer referral incentives. Your patients’s satisfaction and endorsement are the strongest advertising you can have. Make sure you reward their efforts in recommending your services. CP

Jeffrey D. Olsen, DC, is a 1996 Presidential Scholar and summa cum laude graduate of Palmer College of Chiropractic. He has been in private practice with his two partners/brothers since 1997, in Roanoke, Va. In addition to his practice, Olsen has instructed as an adjunct faculty member at the College of Health Sciences in Roanoke, teaching Anatomy and Physiology in the Physician Assistant Department. He can be reached at 800-553-4860, or via email: olsen@footlevelers.com.