Use research and case studies to support your methods if patients reject your recommendations.

Fear of rejection can happen on many levels and touches everyone at one time or another. It is this fear that often causes us to be silent instead of contributing our thoughts. At best, it causes us to second guess ourselves; at worst, it paralyzes us and causes us to look to others for approval in everything we do—or don’t do. Some form of this fear can enter into how we deal with our patients.

When we fear rejection, it causes us to react in a conservative manner. This can be detrimental to your practice if you are looking for verbal and nonverbal clues of acceptance before making your recommendations.

Trust and Treat
As doctors, we are taught to evaluate a condition using certain established protocols, which are necessary to achieve the most accurate diagnosis. In addition, there are tools that offer high technological confirmation of the diagnosis. Of course, this is not failsafe, but following the established procedures enables you to attain a high degree of confidence in offering correct diagnoses.

Developing a treatment protocol is not quite as objective. While your diagnostic methodology is based on empirical information, much of your treatment methodology is developed by trial and error. There is seldom only one solution to relieve symptoms or affect a cure. In fact, there is often a combination of treatment methods involved.

You cannot let fear of rejection factor into the recommended course of treatment. Keep in mind that the best treatment is often not what your patients want to hear. However, because they respect your expertise, they will rely on your level of confidence in the treatment method. Furthermore, because the best treatment carries the greatest chance for success, patient satisfaction can be assured.

Remember that rejection is only as big as you make it. Put it into perspective, and do not take rejection personally. There are many reasons a patient may reject your suggested treatment. We have become an instant gratification society, and a patient often wants a quick fix rather than a long-term change of lifestyle that treats the problem as well as the symptoms. The treatment may mean that patients have to give up something pleasureable or time and/or money. Again, there are many reasons, so second guessing your patient should not enter into your diagnosis or treatment.

Drum Up Support
Your goal is to build and retain your practice and offer the best treatment to your patients. The best way to overcome the fear of rejection is to do your homework and have support that validates your treatment protocol.

• Compile case studies of successful accounts of treatment by distributing a newsletter that highlights a case each issue, or have a section of your website devoted to case studies.

• Read journals and make notes of any pertinent information, or copy articles that are relevant. Summarize the article to be more reader friendly to your patients, and highlight the sections you want to stress. Remember to quote your source and have copies of the original article on hand for yours patient to review.

• Look to your resources for information on studies that have been completed. Manufacturers of equipment and treatment products can offer a wealth of information. However, make sure you are dealing with a reputable company and check any sources for statements or findings that you find implausible.

• Do not second guess your patient. Some doctors are hesitant to prescribe treatment equipment because they think their patients will find it too expensive. There are many insurance plans that will pay for or subsidize such equipment. If not, you still do not want to second guess—the cost is relative. How much is your patient willing to pay for a device that will provide comfort and help correct the problem?

• Use technology such as sEMG to measure progress. It is extremely important to have a visual account of the treatment progress to show your patient. You may find the initial investment to be costly, but this is part of your business expenses—and the investment will pay off tenfold in the long run.

• Know the disadvantages of your treatment protocol. You will also want to research unsuccessful cases to note any side effects or potential problems with the treatment you are prescribing. It is best to be prepared for any adverse effects that may arise. To protect yourself, it is also wise to inform your patient of any significant difficulties that could arise.

There will always be some rejection from your patients. We must put that fear into perspective and do all we can to research the treatment methods and equipment we are prescribing. Knowing that you have done research and why you have suggested a particular protocol or device goes a long way with your patients. In a world where technology has made it simple to obtain information, it is a sensible and easy way to show your patients that you have researched the treatment or device and are truly prescribing it for their benefit. CP

Jeffrey D. Olsen, DC, has been in private practice with his two brothers since 1997, in Roanoke, Va. He 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.