The Wizard Effect in Chiropractic
IN BRIEF
PRACTICE MANAGEMENT
Michael Perusich
DC
You probably remember The Wizard of Oz well since most of us watched it when we were kids.
So, just for a moment, think back to the Emerald City. The great and powerful Oz was a mysterious character who made everyone believe he had magical powers. However, when you pulled back the curtain, he was just a simple man from Kansas.
In the past few years, consumer buying habits have dramatically changed, partly because of the pandemic crisis and partly because of economic changes over time. It is necessary to understand that when retooling your messaging to fit the perception of people’s needs.
Today, perception is a powerful thing, and it truly drives business. If you remember the COVID lockdowns, our government deemed chiropractic care as essential, but do you consider yourself as being essential?
The power in perception is almost nuclear. That simple man from Kansas became the great and powerful Oz because he believed it to be true, and so did everyone else. He understood how to use the power of perception as an advantage.
What is your community’s perception of your clinic? Are you the trusted, indispensable doctor who creates solutions for your patients, or are you the consummate promoter who is always spinning the latest gimmick and foregoing sound treatment options?
Think about how the Wizard of Oz did not give away his services. In fact, he created the perception that access to his knowledge came at a very high price. Dorothy and company risked everything to have the wizard solve their problems because they perceived his “powers” to be indispensable. That perception made them commit to their task and the ultimate goals of gaining a heart, a brain, more courage, and a return home.
As a chiropractic physician, if your patients perceive you to be part of their essential and regular healthcare routine, if they perceive you to be their problem-solver, they will remain committed to you and your practice. Today’s patient wants you to lead them.
Make their perception your reality. Retool your messaging to meet today’s consumer-patient needs, and you will build loyal patients for life.
Dr. Michael Perusich is a solutions-focused advisor with more than 35 years of success across the healthcare and consulting industries. His broad areas of MUML expertise include coaching, training, content develI opment, and motivational speaking. Dr. Perusich is the CEO and managing partner for Kats Consultants, LLC., where he and his team offer a unique platform of business knowledge and tools for today’s serious chiropractic entrepreneur to maximize success. You can reach Dr. Perusich at 407-308-5590 or at katsconsultants.com.
