CHIROPRACTIC PATIENTS ARE HIGHLY MOTIVATED BY PAIN RELIEF AND AVOIDANCE.
A) Your medical expertise and experience,
B) Spinal manipulations, adjustment, therapy, and other chiropractic techniques,
C) Total body health and wellness,
D) None of the above.
Believe it or not but the answer is D, None of the above. That’s because, for the majority of your patients, there is one thing and one thing only they come to you for: relief from pain.
We can see it on their faces when they walk into our practice; pain from injuries or chronic conditions keeps our patients up at night, interferes with their work, sometimes their relationships and family time, and often prevents them from enjoying their lives. As chiropractors, we have the honor of working to alleviate that pain, a concept so powerful we should never forget its scale of importance – or the professional responsibility it merits.
In fact, our patients are largely motivated by pain, as opposed to the pursuit of pleasure. That’s true of all human beings, as countless studies have revealed that about 80 percent of all human activity is related to escaping and mitigating pain, no matter if it already exists or its just the anticipation of future pain.
On the other end of the spectrum, only about 5 percent of human activity is motivated by pleasure. That means that we are easy to motivate and quick to act when it comes to pain (or its expectation), but slow to motivate and hard to rally when it comes to pushing our pleasure “buttons.”
As chiropractors, too often we spend too much time, money, and energy marketing to that pleasure instinct instead of harping on the concept of pain avoidance or relief. That’s a huge and profound paradigm shift - from 80 percent to 5 percent, easy to motivate to slow to act. And making that appropriate change in your marketing and the focus of your practice might bear similar fruit.
So instead of always posting, promoting, and proselytizing about health, wellness, education, and the “pleasure” of a longer, more disease-free life (which we understand is pure gold), try attracting people with the promise that you’ll help them alleviate their pain, as well. Remember that uncertainty is also pain, as it’s downright scary when a patient doesn’t know why they are feeling their pain or how/when it will ever go away.
It shouldn’t be hard to find new patients who are suffering and need chiropractic treatment and relief. There are about 20,000 emergency room visits EVERY DAY due to back pain alone, which affects 8 out of 10 people at some point in their lives.
Here’s another great way to thing about it:
One of my favorite sayings from the world of sales is that customers don’t buy drills - they buy fence holes. They act and spend money because of the benefit or outcome they want or need, not the tool.
Likewise, people will motivate quickly to book appointments and undergo treatment at your office because of the benefit or outcome they are hoping for, not because you are smart or experienced or have degrees on the wall. And with chiropractic, it’s at least 80 percent about their relief from pain.