Podcast Summary: TC005 - What Matters Most to Patients

Podcast Information

• Title: The Thriving Chiropractor | Chiropractic Marketing & Practice Management | Personal & Professional Development for Chiropractors
• Host: Dr. Eric Mitz, DC
• Episode: TC005 - What Matters Most to Patients
• Release Date: October 31, 2013

Introduction

In Episode TC005 of The Thriving Chiropractor, hosted by Dr. Eric Mitz, DC, the discussion centers around understanding what matters most to patients seeking chiropractic care. By delving into research findings, Dr. Mitz explores the highest to lowest priorities of patients and discusses the implications these have on chiropractic practice management, patient relations, and marketing strategies.

Overview of Patient Priorities

Dr. Mitz presents a comprehensive analysis of patient priorities based on research, categorizing them into Highest Priorities, Lower Priorities, and Lowest Priorities. Each category is examined in detail, highlighting actionable insights for chiropractors aiming to enhance patient satisfaction and practice growth.

Highest Priorities

1. Relief from Illness or Symptoms

   • Summary: Patients prioritize immediate relief from their ailments over disease prevention.
   • Insight: Chiropractors should focus on symptom relief while gradually educating patients about long-term health and wellness.
   • Quote:
     • "Patients want their symptoms relieved... You need to honor that and understand going into the relationship that that is why they are likely there in our office." (00:06:50)

2. Timeliness

   • Summary: Patients desire prompt care that aligns with their schedules, minimizing wait times and disruptions to their daily lives.
   • Insight: Optimize scheduling and office efficiency to offer timely appointments and reduce waiting periods.
   • Quote:
     • "They didn't want to have to wait weeks for relief. They wanted it immediately and they wanted it on their schedule." (00:11:30)

3. Kindness

   • Summary: A warm, respectful relationship with healthcare providers is essential. Patients dislike indifferent or apathetic attitudes.
   • Insight: Foster a compassionate environment, ensuring both practitioners and staff interact kindly with patients.
   • Quote:
     • "Patients now expect that they'd be treated warmly and that they develop a relationship and that their healthcare providers have kindness." (00:14:15)

4. Hope and Certainty

   • Summary: Patients seek hope through treatment options that offer certainty of improvement.
   • Insight: Provide optimistic yet realistic outcomes, sharing success stories and case studies to instill confidence.
   • Quote:
     • "I found that in offering my patients hope, it creates an environment that's more likely to result in a good outcome." (00:19:05)

5. Continuity and Coordination of Care

   • Summary: Consistent care from the same practitioner or cohesive care team enhances patient trust and outcomes.
   • Insight: Ensure a predictable and coordinated care experience, minimizing variability in patient-provider interactions.
   • Quote:
     • "If we can coordinate care for our patients, that's a better outcome as opposed to throwing them to the wolves." (00:24:40)

6. Privacy

   • Summary: Patients value private treatment rooms where they can openly discuss their health without external observation.
   • Insight: Design practice spaces that offer privacy, encouraging patient openness and comfort.
   • Quote:
     • "Privacy in the hospital setting... that does carry over into every healthcare setting, they do value privacy." (00:29:55)

7. No Out-of-Pocket Costs

   • Summary: Minimizing direct expenses and utilizing insurance benefits are significant concerns for patients.
   • Insight: Facilitate insurance processing and transparent pricing to reduce financial barriers for patients.
   • Quote:
     • "Patients want to use their insurance. They pay for it and they want to use it." (00:35:20)

8. Highly Qualified Providers

   • Summary: Assurance of provider qualifications through testimonials and referrals rather than mere statistics.
   • Insight: Highlight patient testimonials and clinician endorsements in marketing efforts to build trust.
   • Quote:
     • "They prefer testimonials and case studies about other patients... as opposed to making decisions based on statistics." (00:38:45)

9. Perceived Low Effort Treatments

   • Summary: Treatments requiring minimal patient effort are highly favored, with a preference for passive modalities.
   • Insight: While maintaining comprehensive care, emphasize the ease and comfort of chiropractic adjustments.
   • Quote:
     • "Passive modalities are strongly preferred compared to strategies that require patients to make active choices." (00:43:10)

Lower Priorities

1. Efficiency

   • Summary: Patients show modest interest in the cost-effectiveness of care, often overshadowed by higher priorities.
   • Insight: While not a primary concern, maintaining reasonable efficiency can support overall patient satisfaction.

2. Statistics and Aggregate Data

   • Summary: Patients are less influenced by aggregate success rates and more by personalized success stories.
   • Insight: Shift marketing focus from statistical outcomes to individual patient experiences and testimonials.

3. Equity in Healthcare

   • Summary: Limited concern for societal healthcare equity; focus remains on personal healthcare adequacy.
   • Insight: Marketing and patient engagement efforts should prioritize individual patient needs over broader systemic issues.

4. Conflicts of Interest

   • Summary: Patients prioritize effective care without additional costs over concerns about provider motivations.
   • Insight: Maintain transparency and prioritize patient outcomes to build trust, irrespective of underlying motivations.

Lowest Priorities

1. Real Costs

   • Summary: Patients show minimal interest in the broader costs of healthcare that do not directly affect them.
   • Insight: Focus on managing direct patient costs rather than emphasizing overall healthcare expenditure.

2. Percentage of Gross National Product Devoted to Healthcare

   • Summary: Very low patient concern regarding national healthcare spending metrics.
   • Insight: Avoid policy-heavy discussions in patient communications; concentrate on personal care aspects.

Implications for Chiropractic Practice

Understanding these patient priorities allows chiropractors to tailor their practices to meet and exceed patient expectations. Key strategies include:

• Enhancing Patient Experience: Implementing efficient scheduling, minimizing wait times, and ensuring a warm, respectful environment.
• Marketing Approaches: Leveraging patient testimonials and success stories over statistical data to attract and retain patients.
• Operational Adjustments: Offering private treatment rooms and coordinating care for consistency.
• Financial Considerations: Facilitating insurance use and minimizing out-of-pocket expenses to align with patient financial priorities.

Key Insights and Conclusions

Dr. Mitz emphasizes that patient preferences, while sometimes seemingly irrational from an economic standpoint, are crucial for chiropractors aiming to thrive. Aligning practice management and marketing strategies with these priorities can lead to increased patient satisfaction, loyalty, and practice growth. Additionally, Dr. Mitz highlights the disconnect between patient priorities and those of policymakers or insurance companies, suggesting that chiropractors should focus on patient-centric approaches to navigate this tension effectively.

Notable Quotes:

• "You're doing a disservice to the patients if you only provide them relief care." (00:08:15)
• "If your marketing strategy is predicated on touting our efficiency, I think you might be wasting your time with those words." (00:30:50)
• "Consumers preferences are somewhat irrational and unrealistic from an economic perspective." (00:50:10)

Conclusion

Episode TC005 of The Thriving Chiropractor provides invaluable insights into patient priorities, guiding chiropractors on optimizing their practices for better patient relationships and business success. By focusing on what patients truly value—such as symptom relief, timely care, kindness, and personalized treatment—chiropractors can foster a thriving practice that not only meets but exceeds patient expectations.

For more insights and actionable strategies, listeners are encouraged to visit thrivingchiropractor.com and subscribe to the podcast on iTunes.