Patient education begins with the initial phone call and continues through all stages of care

The concept of patient education is an essential component of any successful chiropractic practice. The far-reaching effects of sharing solid, forthright, and pertinent information influences virtually every stage of patient care and office management.

To maximize this truth, systems that support patient education must be established and become office policy. These systems depend upon total office staff integration. It has become apparent to me in more than 24 years of caring for patients that education improves patient results. When patients know what to expect and what is expected from them, compliance is more streamlined and better results are demonstrated. As the exchange of information becomes more meaningful, the ensuing power of the doctor-patient relationship becomes exponential. To earn the right of caring for an individual, a DC must develop a person-to-person relationship. The educational process sets the stage for this exchange.

Needless to say, communication skills are proportionate to the amount of success demonstrated within the practice. It has been my experience that the most effective form of marketing revolves around patient referral. When patients have positive experiences in our offices, they eagerly refer their friends, family, and coworkers. Patients have the tendency to refer like-minded people. These patients come into the office with set expectations that are founded on solid chiropractic results. Since patient education is paramount throughout every aspect of our offices, it serves as mortar that holds the bricks of our organization together.

Education Starts with the Initial Phone Call
Our staff is trained to always be informative and supportive. Examples include using the patients’ names at every opportunity, giving patients exact directions to our offices, and sharing with them exactly what they can expect to happen on their first visit. Explaining the length of time, what information we will need, and what will be performed, all establish our office as a credible, organized source for health care. Sharing this primary information will create the overall complexion of the relationship. When done correctly, this format instills confidence and enables the patients to feel as if they are in control of their visit. This feeling permits them to let go and feel more liberal with the exchange of information. No one enjoys being lectured to or spoken to in a condescending manner. Our goal has always been to support the patient in letting us share information that will enhance and improve their lives.

When the patients arrive for their first visit, they are greeted by their name and assisted in completing the paperwork. Once the paperwork is reviewed, they are given a short synopsis of what to expect for today’s visit. This helps put people at ease. Before any procedures are performed, the examining DC will explain the purpose of the first visit. In most cases, they know what to expect, since they were referred to our office. We explain that the first visit is all about compiling information that will help determine their care. The basic elements of the first visit are exam, x-rays, and consultation. Before the patient begins to share his or her history, the DC explains that on the next visit we will review all the results of today’s visit and will answer four basic questions.

The first question we answer is: What is wrong?
The second question is: Can we correct it? The third question is: How long will it take? And lastly: How much will this cost? Part of our office protocol is to support patients in not making any decision about their care until these crucial questions are answered. In fact, we do not expect any patients to join our office until they are certain about the answers to these questions.

Usually, the patients will leave with literature that briefly shares some of the insights as to what chiropractic is all about. Upon their return, the patients will listen to an explanation about how chiropractic works, how chiropractic is different, and how chiropractic care can improve their health. At the conclusion of this discussion, the DC and patient review the x-rays and any other tests that were performed and are relevant to their care. During the x-ray report, the four cardinal questions are answered. Since most people enjoy this type of dialogue, patients are receptive to almost any nonconfrontational information that will benefit them. After their first adjustment, they receive written information about how our offices value the doctor-patient relationship.

They also receive nerve charts that have been highlighted to demonstrate their subluxations and posture. At this time, they are told that for the next seven visits, they will receive information that is easy to read and easy to understand.

For the next six successive visits, we share information that explains and supports what was stated during the initial visit and doctor’s report. In each of our offices, we use verbal discussion, printed handouts, and illustrated material.

On the second visit, we share our “blue card,” which is a review and synopsis of all the elements of the subluxation complex. For the patient’s third visit, the information we share is focused on an easy-to-read publication that has been a part of our office since we started. The handout contains some fun facts regarding health and chiropractic. By time the new patients return for their next visit, we give them a small handout that explains the most common questions related to the chiropractic adjustment.

Our next handout is a simple, yet effective card that offers a general overview on stretching and exercise. As with all our handouts, this one is particularly illustrated. If done correctly, each visit builds upon the previous one. Patients begin expecting to receive information that will impact their health and their lives. It is our responsibility to exceed their expectations.

Learning Information in Different Ways
As you would expect, most people use their vision as their primary source for gathering information. It is for that reason we utilize the handout as our first avenue for sharing information. The use of easy-to-read material is essential. The format of our reading material is written at a level for most patients to understand. We prefer to use materials that use a small amount of copy, with an abundance of pictures or illustrations. We have learned that some patients prefer to listen as their mode of gathering information. For those patients, we offer an extended explanation of chiropractic that can last anywhere from 15 to 30 minutes. These talks are almost always scheduled after normal office hours or during the midday break.

For information to have its biggest impact, it must be refreshing, informative, and fun to share. One of the simplest ways to reach people is by using the technology of the computer. Once per week, usually on Monday morning, we send out an email to our entire patient list. We have done this for almost 5 years. We call our email the “Fact of the Week.” We present a few fun facts that will definitely make you think, but the real catch is that we include something that relates these facts to health and chiropractic. As you would expect, these emails are shared with many people. The topic of discussion for subsequent visits usually hinges on something they read and have further questions or comments about. Every room in our offices has a copy of the printed version of this weekly email.

Sharing Information
Another easy way to provide information with an educational twist is to use daily newspapers or magazines. Countless articles can be used to educate and support the positive aspects of wellness and chiropractic. The bottom line is simple; any DC who wants to reach his patients has a plethora of venues to use. Many DCs do not recognize the wonderful relationship that develops from sharing information. Many others do not realize that patients want to feel as if they are in control of their health. Lecturing to a person about what they need and what they should want is no longer a viable system that encourages health. Only when we share something that we are passionate about in an impassionate way can we relate human to human. This is not only the experience of health and wellness, but an experience of a lifetime. Respect your patients enough so that they can feel the difference. CP

Case Study: Education Works Many DCs see the time and money spent educating patients as an expense. This is certainly not true. Having patients who become empowered about chiropractic are the most “profitable” patients we can ask for. Let me share an example of this. Many years ago I had opportunity to address a local PTA group. Class mothers, teachers, and some local educational officials attended the meeting. My topic for the meeting was my usual, “Better Health Through Chiropractic.” The talk was not focused on enrolling people to become patients; it was about sharing information that was relevant to them and their families. During office hours the next day, a woman who was at the meeting scheduled an appointment. The following day, she came into the office as a new patient. She had health-related complaints and was symptomatic. Our office procedures gave us the opportunity to show her that her spinal subluxations were at the root cause of her problems. The office systems that we employ clearly demonstrated the problem and what was needed to correct them. She became very enthused about finally having the opportunity to get to the bottom of her health issues. During the next week, she asked about the possibility of having her children's spines examined. Naturally, we set up an appointment and shared information about children and the benefits they receive from chiropractic care. Each of her three children seemed eager to be checked, but one was very excited after his first adjustment. In fact, his response was that he wanted to be a chiropractor when he grew up. This took place more than 20 years ago, and that family is still getting regular adjustments. It does not take much calculation to understand that these patients have made a strong contribution to our office’s bottom line. They have referred numerous others for care. By the way, the child who wanted to be a chiropractor has since become one of my most ambitious associates, and is currently a partner in one of our satellite offices. The benefits from the time, money, and energy I have put forth to share information is far too much for me to calculate. Of course, there is the element of dollars and cents, but knowing that I have made a difference in the quality of their lives far outweighs the financial gain.

Elliot P. Foster, DC, FICA, practices in East Rutherford, NJ. Contact him at drepf@aol.com or call (800) 908-3040.