Some Scripts To Play With

In this post, I’m giving you the preemptive scripts I use with chiropractors across the U.S. to nail their case presentations. 

These scripts help to overcome any objections your patients may have before they're even raised and prevents the patient from becoming negative and closing off during your case presentation- let’s get into it  

The first - we don’t push script

• Has to do with avoiding treatment overwhelm 
• Two versions of this same concept:
• During the initial consultation
• Bomb squad approach - allows you to effectively diffuse a patient’s anxiety before it becomes a problem 
• Just prior to the case presentation 

• You can never be seen as selling healthcare
• Makes you instantly lose the patient
• That’s why preemptive scripts are important 
• You know the patient is already filled with fear so getting it out in the open is a sigh of relief 

• You have to tell patients what they need, without showing them that you care
• Don’t be like a cars salesman
• Patients are more sensitive to pressure and intimidation when it’s coming  from their doctor 
• Even though patients hold doctors to a high standard of integrity, it doesn’t mean that they’re going to listen to that doctors recommendations   
• Abandonment versus engulfment 

• Engineered validity
• Patients natural sense of engulfment that they always seem to bring to the case presentation, can predictably be counteracted 

My Job, Your Job Script:

• The preemptive - we don't push - script is immediately followed by a preemptive permission script: 
•  My job, your job - 
• Doctor says to the patient, “I know that you may have previously worked with doctors and staff that pushed you into getting more treatment than you're comfortable with, I just want you to know that we don't work that way here” 
• Doctor's job is to diagnosis patient's problems and showing the finest care available 
• Patient's job is to decide what they want and how fast they want to proceed 
• Don't forget to ask the patient how they feel about it 

• This script was to show how “we don't push“ and “my job, your job“ work together
• “My job, your job“ can be slightly altered but the big idea must remain the same 
• It's designed to have the patient give you permission to show them more care than they previously thought they needed 
• You have to ask the patient how they feel after the script in order for the script to work its magic

• Optional tag to add to the script:
• At the end of the script patients often ask if there's a cheaper way to solve the problem
• Preempt this in your script 
• “What I will be showing you is what I see as ideal treatment. Sometimes, there are less expensive alternatives but they usually have less desirable outcomes. If you want to hear about them, all you have to do is ask. Otherwise, I will assume that you want to take my best recommendation.“      

• Anything negative that you know is going to come up later, preempt it now  

Feedback Negotiation

The next preempt is a proven technique that improves patient satisfaction and goes a long way to put the patient at ease 

• The Patient Feedback Preemptive Negotiation
• “To be a patient in this practice, we ask that you tell us when anything offends or disappoints you. Will you promise to do that for us? Without your feedback, it is impossible for us to deliver the standard of care that we know you expect.”
• It is key to get the patient to say that they will give you this feedback     
• You can see your patients visibly relax when you use this script

You have to mean it when you use this script. This preempt is similar to social proof 

• People naturally assume that others have proved this practice
• Therefore, seeing in the practice what they expect to see

Commitment and consistency 

• People (almost) always do what they say they will do
• Story about a radio being stolen on the beach and no one doing anything about it until they were asked to watch it 

When I ask you to get a patient to verbally agree to something, there is a good reason behind that advice 

•  People usually do what they say they will do
• When the time is right, get them to say that they will comply
• Don't say it for them or settle for a nod from the patient; get them to say it
• Once they will commit, they will comply  

Referral Negotiation

The last preemptive step that occurs in the consultation phase is referral negotiation

Preemptive negotiation

• You're going to make a deal with the patient
• It's delivered at the end of the patient feedback negotiation  
• “If all of us here at the clinic can impress you with our service and clinical results, would you refer us to your friends, family, etc?”
• And then, be quiet  
• Let the patient respond to the direct question
• Letting the patient respond to the direct question brings them into the negotiation  
• Patients like having more to offer and getting special attention from staff

• Making this agreement is an open acknowledgment that you have to do a great job if you hope to get that referral 

• Most of the direct patient referrals come from the negotiation process 
• The average new patient referral comes from an existing patient who has only been in the practice for 1-2 days  
• The referral negotiation process works, and it works fast  

• Follow through step:
• “Now remember, we had a deal!”
• You can say it light-heartedly but you're still reminding the patient of their commitment
• The outcome = the patients actually following through

• If you really want patients to refer other patients in quantity, you've got to make an agreement with them before the treatment begins