The 3 Pillars of Success
Hi this is Dr. Lloyd for Five Star Management.
Do you know what the 3 Pillars of Success are?
Now, every client that I have ever coached, the doctors that have added 50, 100, 200, 500, 1000 patient visits a week and maybe multiple associates and multiple offices, understand and use the three pillars of success.
Every doctor that I have ever met that is stuck, struggling, stymied, or sidelined has a pillar problem. In this short video, I am going to take you through the 3 pillars of success and tell you what you can do to make those pillars stronger.
So here’s the setup. Every single doctor who is stuck, struggling, sidelined, or stymied in their practice growth has a pillar problem. Now the pillars connect and they intersect and pillar number 3 addresses the problem of what I call the silent practice assassin. I’m going to take you through these one at a time and in the next segment, pillar number one.
So this is pillar number one and this is the number one reason that people get in touch with me at Five Star Management and The New Patient Academy. When this goes wrong nothing’s any fun and if this goes right every single problem you face is gonna be fun. I’ll explain what I mean by that in just a second and of course it has to do with new patients.
If you get new patients wrong you’re always going to struggle. I’ve met doctors 2, 3, 4 decades into practice who wish that they had focused on new patients because their practice has been a struggle. But if you get new patients right, everything’s fun, all the problems you have are fun. Where are we going to put everybody, what are we going to do with all the new patients, where are we going to get our next associate.
New patients is the first pillar and there are three things that you need to understand there. Number one, you need what we call a 6-pack. A 6-pack is three external programs and 3 internal programs all running simultaneously. You might have a great external program, that’s super, but you need to have an internal program running competition with your external. So, 6 programs running simultaneously; New Patients.
Number two, get a COA. A COA is a community outreach assistant. I think it’s the most logical hire in all of chiropractic. If I were gonna do another clinic today, the first person I would hire would be a chiropractor. The second person, before front desk CA, would be a COA to help me go out into the community and bring back new patients.
And I’ll give you a picture of what a COA can do for you. I’m working with a client. He’s telling me, laughingly on the phone when he walked up to his front desk the day before, taking a patient up to make an appointment that he had been working with, there was his COA and she waved at him a stack of new patient appointments that she had just gathered at an event that he had forgotten that she was even going to attend.
So a COA goes out into the community, while you’re in your practice handling patients, and they make new patient appointments and they bring them back.
Now number 3, I’m putting L2L. Learn 2 Love it. Learn to love your marketing. Don’t treat your marketing like that distasteful terrible thing that you have to do. Because as soon as you get enough new patients, you’ll drop your marketing and your marketing will go into some type of disrepair.
Number 1 pillar: new patients, build your 5-pack, work with your COA, and learn to love the process. Now the way that you do that is hang out with a bunch of people who are headed in the same direction, study that, get systems that you can put in place, become a student and when you love your marketing you can produce tons of new patients.
Now in the second pillar, we are going to talk to you about what to do next.
Now let me talk to you about pillar number 2. We’ve gotten our marketing taken care of, we got people coming in, we want to stay in what I call a patient valued relationship and so that second pillar has to do with retention. RET.
You want to stay in a patient valued relationship. Now, patients that don’t stay with chiropractic long enough never get the best that chiropractic has to give, so we want to work on retention and if we take new patients times retention, what we’re going to have is practice volume. If you want a large practice, the people who come in to see you need to stay for the best that chiropractic has to give.
So what are the three things that you need to consider with the retention pillar? Number one is philosophy. Your philosophy drives your retention. If you think that you’re just a pain doctor and you’re basically doing physical medicine, that as soon as someone is out of their acute pain you’re shooing that patient out the door or when you started the patient, you gave them an objective of just get free of pain.
Now I think pain is an important thing for patients to get free from, but the best that chiropractic has to give is wellness, a higher quality of life, more energy, more resistance, healthy kids when they come in. I believe that every family should be under chiropractic care of some kind for their entire time on the planet. At least having their spine checked and maybe adjusted on each visit. So philosophy is number one.
Number two, and this is one of the things you need to do for this pillar, is handle what I call the money problem. Now every person with a health problem, who needs chiropractic, has a money problem. How do we pay for this? Now you might have very reasonable fees, but you need to provide for the patient a money solution. If you’ve got time patient payment plans, if you’ve got reasonable fees, after your philosophy and why they should stay, then you should provide a money solution for that patient so they can stay under chiropractic care.
Now the third thing that I want to talk about is time. Now if my philosophy says that you need chiropractic care of a period of weeks, months, years, or that you should be a lifetime chiropractic patient, I’ve created for the patient, by default, a money and a time problem. So I think that one of the things that I’ve done to help more of my clients stay in a patient valued relationship is help them understand the strength and the value of a multiple appointment plan card.
Helping people make best commitments to their appointment schedule right up front and being able to map those out. And when you multiple appointment plan them out, what happens is the patient learns to live with a chiropractic schedule in their calendar, they’ve got the money to handle it, and your philosophy which you share with the patient keeps them connected with your office.
Pillar number 1 new patients, pillar number 2 retention, and the 3rd pillar addresses the problem of what I call the silent practice assassin and we’re going to talk about that next.
Now, let’s talk about the 3rd pillar and I’m going to explain why I say that the 3rd pillar addresses the silent practice assassin.
Now, let’s go back to number 1, new patients. Boy, I’ve got tons of new patients coming in because my 6-packs working, my COA’s working, I’ve learned to love my marketing because I’m so much better at it Noel. That’s just great. And I’ve gotten retention ironed out. My philosophy tells me that patients should be through relief, correction, strengthening and into wellness. I’ve got lots of maintenance patients that are committed to lifetime chiropractic care. I’ve given them financial solutions. We understand time, we use our multiple appointment plan, I mean what else do I need Noel?
Isn’t this pretty cool? Well, it is cool and I love it. But here’s one of the things that’ll happen. The practice will start to grow by 10, 15, 20 regular patient visits a week, 50, 100, or more. We’ve had some doctors’ increase, this is true, by a 1000 patient visits a week with multiple doctors and multiple offices, and pretty soon you start to run into what’s called the capacity problem.
So, the capacity solution or capacity is the 3rd pillar. Here’s what I mean. Doctors who are successful, who grow 100, 200, 1000, 2000% understand new patients, retention, and how to handle capacity. So, what are the three things that you need to think about when you talk about capacity?
One is streamlining. Most doctors build their practice procedures at a time when they aren’t very busy and they aren’t very efficient, and consequently they aren’t streamlined so that when extra patients started to be added to the mix, what’ll happen is the pressure increases because it’s not streamlined.
Has this ever happened to you? You went out and did a great promotion, you added 20, 30 extra new patients in a week or a month and the practice got big, but the pressure got big because you weren’t streamlined. So there’s another thing that you need to do, you need to shed bad procedures. Shed the things you shouldn’t do.
Here’s what I mean. Sometimes you build a procedure around fear. And fear means that I don’t have enough people so I’m doing things that aren’t chiropractic related that I think I need to add to the practice and it becomes cumbersome. You know, there is nothing so gorgeous, in my view and also to the patients view, than a chiropractic who has his or her marketing taken care of, are philosophically based, has given me a money solution and a time solution, and a streamlined procedure just doing chiropractic. So we are going to shed the things that aren’t chiropractic and remove the things that aren’t necessary.
Number 3 is the DC, the CA, and patients love a high capacity practice. 100+ patient visits in a day, energy is up, everybody is having a ton of fun. Now you don’t need to practice that way if your technique would restrict that and not allow you to do that, but you want to be at the maximum capacity you can be. Now why do I call this the cure for the silent practice assassin? Well imagine that you add a bunch of new patients, your retention starts to work, your practice gets busy, but it’s pressured and then it drops back down.
Well, are you going to be motivated to go out and do marketing again? Because you know what’s going to happen, the practice is going to grow, it’s going to get pressured, you’re not going to have any fun, and we’ve got that same old signature. We run at 60, we run at 80, we run at 100 visits a week no matter what we do. So a bad capacity or capacity problems can really work against your practice.
Now, we’re doing a High Volume, Low Stress Seminar this month and I want you to come with us for a weekend and work on capacity. Would you like to know my steps, my 12 steps for taking care of every single capacity issue? We’re going to go through the capacity analyzer at this seminar. We’re going to rate it, we’re going to score it, we’re going to workshop it. We’re going to work on staff management things, we’re going to work on technique, we’re going to work on all kinds of different procedures so that you can handle the increase that more new patients and more retention will bring to your practice.
Now there’s a button right below this that will take you right to a registration for one of those seminars, either Seattle or Chicago and the appropriate dates, and take a look at if this isn’t exactly what you need to get unstuck, to quit struggling, to not be sidelined, and not be stymied in your growth in your practice.
It’s Dr. Noel Lloyd for Five Star Management and I hope that helps.