Why are your patients leaving care?

I used to have a barber, back when I wore a big beard. I used to see him every week for a hair and beard trim, very millennial I know! Anyway, this barber had an obsession, an obsession that he spent an absolute fortune on, not pocket change. He spent good money on shoes! Yes, he has a trainer addiction and spent most of his spare change on shoes.

So when he eventually blew his back, as most barbers do, he came for an appointment, started care and got some great results, but then he left.

Why did he leave I hear you ask? Because he could not ‘afford’ care.

This is something we hear all the time, patients leaving because they can not afford our service. And while there is some truth to this, it is not the whole truth.

WARNING – there are coaches out there who will tell you everyone can afford care, so long as you create the value…
NOT TRUE. There are those who can NOT afford your care.

But that is not what I am here to talk about today. I am going to discuss with you why those who can afford care, stop. Like the barber, he could well afford care, he just chose shoes over adjustments.

So why do people stop care?

VALUE.

There is one simple reason that encapsulates all the excuses made by patients as to why they choose to stop care, and ‘value’ is it.

I’m sure you have all heard this before, but what does value really mean?

Here are my top 3 reasons people loose ‘value’ in care. And remember, value is simply an exchange whereby what they give up (money) is equal to what they get (adjustments).

1.       They are no longer listened to.
The perception is the same. This is where patients come in each visit and perceptually get the same care over and over again. And while I understand this may be necessary. If you do not give time to listen, they will move on.

2.       They are not appreciated like they used to be.
Sweat the small things. When patients first come in, we listen to everything they have to say. We relay it back and see the importance for our NP and ROF appointments. Beyond that, a simple ‘how are you’ is all that is exchanged.

3.       No one thanked them or checked in recently.
It is easy to put patients on a care plan and forget about them, seeing them as another number at each visit. Not taking the time to pause and check in with their progress or acknowledge their commitment.

So what can you do to increase your retention?

1.       Listen to your patient. Touch the area they are mentioning (unless an eye or genital) to show them that you have listened to them. So when they come in and lie down for an adjustment, be sure to acknowledge the sight of their pain with touch, even if you have no intention of adjusting it. And say less. If you talk too much, they will feel not listened to. One of the subtle arts of table talk is to be quiet and listen.

2.       If a patient does not feel appreciated, show them appreciation. Pre-empt this with what you do. A great opening question for this can be “what’s been the best bit of your day?” this gives you the chance to listen to them and appreciate what they have enjoyed. Also sweat the small stuff. Be hyper vigilant for anything they mention that you might celebrate. This could be a new job, a weight loss target or a house move. And I would suggest going one step further and sending a letter or card to say well done and acknowledge this.

3.       It is so easy to set someone on a care plan and forget about their progress. Humans are inquisitive and want to know how they are doing. Be sure to put in progress exams to check in with them and their progress along the journey of care. Make this stronger by creating a nurture process with phone calls and thank you cards along the way.

Value is something that is earned and then kept. If you stop, they will stop. The three points I have made here scratch the surface.

But there is one simple way to ensure you are doing the best you can. GIVE A SHIT.

I call the nurture and retention process, the art of giving a shit. Something I teach in great detail, but it is only as good as your caring.

Get the process right and at a minimum you should have a PVA exceeding 30 visits and a lifetime value per patient of at least £1250.

Try these steps this week.

With love,
Tom