How does your office rate in professionalism? Learn how to improve patient and staff relations

How does one become a true professional? It does not take an academic degree or a title; it is an ever-present attitude—character that ascends procedures and is immersed in actions regardless of time, place, or situation.

Who’s Calling?
One of my first jobs was a receptionist for the Michigan State Senate Fiscal Agency. At that time, I had the honor of working with Sen Tom Ford, who had a brother named Gerald who just happened to be the President of the United States. My office manager told me during training that it was very important how we answered the phone, because we never knew when President Ford might be on the other end. That position taught me to always be professional, answer the phone properly, and maintain a tone of respect in my voice. I had to be prepared to speak to the President every time the phone rang.

Years later, when I became a chiropractic assistant, my first chiropractor told me to always answer the phone as if a new patient was on the other end of the line. Since handling calls properly had been ingrained into my professional demeanor, it became more than a part of my job description. I realized that even if the caller was not a new patient, it could be an existing patient who may refer someone, another doctor or lawyer, or even a salesperson who spoke to other offices. It did not matter who was on the other end of the line; the caller should always be treated like a VIP.

Loss of Innocence
Lately, I have noticed a measurable slip in professionalism. It is not just one profession or company. The lack of professional behavior is a societal black eye on civility. Politicians, academicians, doctors, lawyers, broadcasters, and sports figures—almost the entire entertainment world, even religious figures—have lost sight of their character. Individuals who used to be role models have become embarrassing figures. Fortune 500 corporations have been accused of illegal and unethical behavior. Professionals who years ago were the elite of the wannabes are more than mere mortals with faults—they are a detriment to society.

Sadly, I fear this deterioration has also seeped into the chiropractic industry. Office staffs have become lax in their professional attitude, attire, and atmosphere. I have been appalled at the rudeness of both staff members and physicians when they did not have their professional faces on. For example, when calling offices about an upcoming seminar recently, staff members hung up on me and were haughty or downright nasty. Once I faxed a flyer to a physician; he signed the fax, sent it back, and told me to “buzz off.” Then there was the chiropractic assistant (who was not aware that I could hear her) who swore like a sailor when a fax beep sounded in her ear. There have been too many incidents to mention. Many office staffs would be ashamed of themselves if a tape of their actions was replayed.

In their defense, I am sure they would protest that they get too many calls and unwanted faxes. It is the undesired solicitation that is the problem, not their actions. I disagree. Professionalism dictates that actions, not situations, are the true test of one’s character.

There is never a defense for bad manners. There is never a way to know who might refer the next new patient. Everyone is important to success. How you treat the window washer, garbage man, cleaning lady, or salesperson is just as important as how you would treat your next new patient. There is a universal law of behavior, and of attraction and distraction. Office staff who feel they are being bugged or bothered with interruptions will not attract new patients.

Attitude, Attire, and Atmosphere
We have become so lax in our professionalism, like corporate America, that we have given up on a dress code. We have dress-down Friday for employees. Pop wisdom is that employees work harder when they are comfortable. It does not really matter what you wear. As John Stossel (from ABC’s newsmagazine “20/20”) would say, “Give me a break!” Whatever happened to the “dress for success” motto from a few decades ago? Shiny shoes meant a person was successful, and tailored suits and dresses meant wealth of character as well as bank account. It was quiet eloquence that spoke volumes without being brash or bodacious. Is there a correlation between dress and attitude, between rudeness and respect? The loss of both appears to indicate strong ties between the two. When was the last time you attended a chiropractic seminar where attendees dressed up?

In the 1980s, when I first started working in the chiropractic industry, there was more emphasis on success through mental muscle and attitude. We attended seminars in our finest business attire and sought positive speakers on subjects about how we were in charge of our destiny. Books by Norman Vincent Peale and Zig Ziglar were required reading. Taking a Dale Carnegie course or attending a Toastmasters meeting encouraged public speaking and a positive attitude.

Today, there is a whining voice that seems to be getting louder—woe is me. The insurance companies are causing me to fail. The workers’ compensation laws are making me broke. I can’t get on managed care plans. I’m on managed care plans, which is the reason I don’t make any money. Someone (everyone) is against me. A professional cannot have a defeatist attitude. Change out of your blue jeans and into a suit, and see if the world does not look different. As the adage goes, “It is your attitude that determines your altitude.”

Professionalism is a complete package of attitude, presence, and character. It is not a behavior during a given situation or how one does a task. We cannot become slackers. We must strive to a higher bar, not accept the lowering standard of begrudging acceptance. If this profession is to succeed—in fact, if it is to survive—professionalism must make a visible comeback in all aspects.

Eye Spy
Identifying a potential problem with professionalism requires an unbiased evaluation of both the DC and staff, and a genuine desire to correct the situation. While many office staffs hire consultants and coaches to evaluate their performance or office procedures, human nature keeps everyone on their best behavior when the consultant is in the house. It is the unanticipated situation that reveals a person’s real mettle.

Perhaps the chiropractic profession would benefit from having a secret or mystery shopper program similar to what is used in the retail industry. This secret shopper—someone who your office did not know and could not guess when they might call or walk in—could give a true measurement of your staff’s service and performance. Engaging your clinic in situations when you least expect them would provide a more accurate appraisal of professionalism and compliance. Uncovering hidden deficits can be invaluable tools in not only gauging performance, but also identifying problems before patients are lost.

This year, make a resolution to not accept substandard behaviors and attitudes. Polish that professional demeanor until it shines. Greet all interruptions as potential gifts in disguise. Accept changes and challenges as tools to sharpen your professional poise. Answer every call as if the President of the United States was on the other end of the line.

“Change your thoughts and you change your world.” —Norman Vincent Peale CP

Ces Soyring, CA, is cofounder of the National Academy of Chiropractic Assistants (www.naca-online.com)  and a chiropractic consultant. She can be reached via email: naca_csoyring@yahoo.com.