N ot long ago. a friend nervously called me. For the sake of this story. I will refer to her as Trish. I could tell as soon as I answered the phone that Trish was troubled. I asked her what was up. With her voice shaking, she told me she discovered a lump in her breast. The tone of her voice sank. "Are you in any physical pain?" I asked. She said she had been feeling soreness in her breast for a while and just now found the lump. After talking for a few moments. I offered to accompany her when she visited her medical doctor. She said. "That would be so awesome if you could go with me. I am totally freaking out about this." We hung up from the phone call and 1 shared the new s with my wife. We could not believe the new s. We felt for her and wanted to be there in support. Trish called me back about an hour later letting me know her medical doctor could see her first thing the next morning. Although she was very upset. I could tell she felt reassured know ing she had the appointment and that I was going with her. That evening, my w ife and I talked about what Trish must be feeling—all the fear and worn- that must be running through Trish"s mind not know ing if she had discovered a cancerous tumor. We both agreed that it must be a terrifying situation for her to be experiencing. The next morning. I picked Trish up and we drove to the doctor. Most of the drive, she didn't say much. I could tell she had gotten little sleep: her eyes were puffy from crying and she just looked exhausted. I had never seen her like this and it left a lump in my throat. We arrived at the doctor's office and filled out the normal papcrw ork. It had been a long time since I had visited a medical doctor's office and I was quite surprised to sec how much nicer this doctor's office was as compared to what 1 remembered from my past experiences. The office was very welcoming. In fact, it reminded me a lot of some of the nicest chiropractic offices I had visited. There was a very pleasant receptionist sitting behind a beautiful front desk. The art on the walls was ven nice. It actually felt like you were walking into a high-end spa—think "calming." We gave the receptionist the completed paperwork and she offered us each a bottle of Voss water. 1 was impressed. As we sat there drinking our fancy bottles of water. I asked my friend if she had been to this doctor previously. I mean, this place is really impressive. She said that she had not been there, but a friend had and suggested she come here. "Trish." I asked, "how were you able to get an appointment so fast? I mean. I would imagine he has a long waiting list." She replied. "Well, when I called and told the receptionist tliat I found a lump in my breast, she immediately expressed her concern for me and made it a point to find time for me right away. In fact, she tried to get me in the same day. but tliis morning was the soonest she could make it happen." I must say that I was incredibly impressed with everything we had experienced so far. I thought to myself. "Man. we are in the right place for sure." I reassured Trish that it seemed as if we were going to get the great care she needed. If the office was run this well, then no doubt the doctor was good. Just as we were talking about that, the nurse came and asked us to follow her to one of the examination rooms. She was very pleasant while doing hcrjob of taking vitals and such. Not long after, the doctor came in and introduced himself. I will refer to him as Dr. John. Dr. John spent some time talking with Trish about her health history. He asked if she had ever been on the pill. He asked how often she did her own breast exams and main other questions that seemed pertinent. Of course, there also was the family history. Was there a family history of cancer, specifically breast cancer? The questions went on for about 15 minutes. I could tell Trish was really nervous, as if hearing the doctor use the word "cancer" meant she had it for sure. I did my best to make her feel comfortable. Dr. John recommended he do a breast exam. He instructed her to put on a gown, and then the doctor and I left her to do so. I waited outside the room while Dr. John went back in to do the exam. It was probably five minutes later when he stepped out of the room and motioned to me to come back into the room. As I came back in. he said. I have to step out for just a few minutes, but I will be right back to review my findings and recommendations." I went back in the room and sat with Trish. After asking what she thought so far. she said. "I think we're in the right place. I feel like Dr. John really knows what he's talking about." I smiled at her and reassured her once again. I agreed that I too lclt good about the care she was getting, bo we both sat there quietly waiting for Dr. John to return to the exam room. Dr. John returned to the room and sat down with us. He started by showing us a plastic model of a breast and explaining its anatomy. He showed us where he had felt the lump in Trish"s breast. Now. this is where it got weird. He went on to explain that the lump was there long before she felt the soreness in her breast. He said that the "symptoms arc last to appear." 1 say it was weird because I felt as if he were saying the same tiling that chiropractors have said for years. You know. "Symptoms are last to appear and first to go away. The underlying problem has been there a long time before the symptoms appear." So I'm sitting there thinking. "Yup. we're in the right place. This doc totally understands and gets it. He's speaking my language." Then Dr. John did one last thing that I know chiropractors have been taught to do for as long as I can remember. Dr. John said to Trish. "You can get some relief care to make the symptoms go away, or if you want to fix the problem, we have to get to the cause." Suddenly, that feeling of "we're in the right place" came into question. I wondered why in the world Dr. John would even offer Trish the option of relief care. Doesn't he care about his patients? Why would he want to just provide relief of pain and SMnptoms and leave the underh ing problem there? That seems crazy. Now. I know what you're thinking. When there's a serious condition, would a medical doctor really ever offer a patient the choice of relief care when we know we can solve the problem with corrective measures? Of course thev wouldn't! So. why do you do it? Why do you give your patients a choice to choose a treatment plan that relieves their pain, but leaves them with their subluxations? The idea of offering your patients the option of relief care or corrective care is probably one of the worst ideas ever taught to chiropractors. From the patient's perspective, it makes you look uncaring. It makes it seem as if you would rather that they at least get something instead of nothing. When it comes to the care being recommended, patients don"t want options. They want your best advice and plan—period! If you really care about your patients, then tell them what they need. Now. I realize some of you reading this right now arc wondering about wliat if a person doesn't want corrective care, or they just can't do it. I'm not saying you can't still provide patients with relief-only care. Just don't make yourself look uncaring by offering it as an alternative to the corrective-care plan you know they need. Dr. Miles Bodzin, founder and CEO of Cash Practice® Systems, is a chiropractor who became blown as "the king of patient retention. " He v appeared in the Wall Street Journal and on The Brian Tran'Show. written a book with Steve Forbes, cmd spoken internationally on the topic of client retention. His company offers web-based software for chiropractors to implement his 4-Step Process™ resulting in increased patient retention. The il'ellness Score1?) System. Cash Plan Calculator®* System. A uto-Debit System®, andDrip-Education'?: EmailMarketing System all work together to help free a doctor from the shackles of insurance dependence. Leant more at www.CashPractice.com or call 877-343-8950. To book Dr. liodzm for interviews and speaking engagements, call 877-343-8950, ext. 201
