Empowering Women in Chiropractic – Having Language Diversity in Your Practice

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  We suggest you watch the video while reading the transcript.

Hello. My name is Dr. Kim Hoang chiropractic physician in the new Orleans area. They give again ChiroSecure for allowing me to have this platform to communicate with my fellow colleagues in today’s show. I’d like to talk about how diversity, uh, in, um, uh, being able to speak different languages, uh, can, uh, be beneficial for not just, uh, your practice, but also the people in the community. Um, I’ve been practicing for about 21 years. Uh, when I, um, first started practicing, um, uh, in the, the clinic, um, that, uh, after I graduated, um, uh, the clinic itself saw mainly English speaking, uh, patients as do most offices, um, and a little bit of history about myself, um, in a show that I did prior, um, I have, uh, mentioned that, uh, both my parents are, uh, immigrants from Vietnam, uh, during the fall of Saigon and 1975, they fled Vietnam and they came to the United States.

Um, they had to, uh, of my siblings at, uh, at that time. And, uh, and then once they were here in the United States, my mom and dad had another, uh, five children. Um, whenever my mom would get sick, most of the time, whenever she would have to go to the doctor, we would always, or one of the, um, the siblings would always have to go with her to translate. And I found that, um, in order for the doctor to really understand and really diagnose the issue, they need to understand a full history. As far as when did the pain started? Does it bother you more at night? Um, does it radiate, uh, the, the, the, the type of pain, when, when does it bother you? The most, those things cannot be said on a piece of paper, uh, just with the, the, the, the, the intake form, uh, in any event.

Um, uh, during the first five years of my life, I mainly spoke Vietnamese because that’s all my parents knew how to speak. Um, once I started elementary school, I learned how to speak English. And, um, usually whenever I’m at home with my parents, I would speak Vietnamese to them. And of course, whenever, uh, whenever I was at school, I was speak English. So there was a combination. Um, w whenever I was in my twenties, I unfortunately lost both of my parents. And at that time, um, I did not really need to speak the language anymore. Uh, fast forward I graduated from chiropractic school, and then I went to, uh, practice at an amazing practice. I learned so much, uh, from, uh, from the doctor that employed me. Um, but again, you know, it was mainly English speaking patients. Uh, it wasn’t until started my private practice that I found that there was a need for a Vietnamese speaking chiropractic physician.

I’d also learned a little bit of Spanish, uh, prior to that as well, too. Um, once I started my private practice, I knew that there was a need. So I started to, um, advertise in the Vietnamese news newspaper here in new Orleans. And I was able to attract a lot of Vietnamese clients or patients. Um, but once I started seeing them, I found that it was a little difficult, um, the way that you speak, uh, to your patients, it’s not just, hi, bye. Hello, how are you doing? It’s more so, okay. You have this disc herniation at this level, and it’s causing the numbness and tingling down towards your arms. So I had to really learn those specific terminologies, everything from disc herniations to, uh, what is your stomach, uh, what is a kidney in Vietnamese? Um, and to this day, I’m still learning, um, because that’s not something that I speak, uh, often.

Um, but I find that, that, that, that, that was something that was needed in the Vietnamese community, uh, chiropractic care. Um, and, uh, but we need to be able to communicate clearly with these patients. Uh, whenever I hired my staff mutually, I would always have at least one Vietnamese speaking person in each office. Um, and again, if I’m not here, then at least there’s a staff member to be able to communicate. And so that was one of the, um, the, the, the, the types of patients that, that I attract. Uh, mainly [inaudible] speaking. Uh, on another note, I knew that there was also a need in the Hispanic community. Um, Spanish is probably one of the top five most spoken language in the world. And, um, I think that, you know, a lot of times whenever we travel, there’s many places that, that speak Spanish. Um, and, and, and so I find that, that, that there was a need in that community as well too.

Now, Spanish is not something that I speak fluently. Uh, I have learned some of the terminologies as far as like where’s the pain they face up face down because of that nature. But, um, I do employ, um, Spanish speaking staff in each of the offices. So that’s, I think that’s an easier way, uh, for, uh, for my colleagues to be able to, um, attract those types of patients. Um, on another note, I would tell you that these patients, um, are the most humble, a lot of times, uh, people I know back in Vietnam and also in many of the countries, uh, where Spanish is spoken, uh, or at least the patients that I see around in, in my area, most of them are from, you know, countries that don’t really put health first. And whenever I’m able to see these patients, uh, number one, being able to explain it to them and for them to understand it, they are so thankful.

And, and, and, and it brings me joy to be able to see them get better with, with not just the, um, the, the use of medication. And there’s a ton in place for, you know, we, we want to be proactive, but not reactive. And, and it’s up to us to be able to communicate with these patients. And, and again, you know, if you’re not able to learn the language, and I know it’s hard to, to pick up another language, I’ve been trying to learn Spanish for awhile, and I highly appreciate and respect the language, but it’s just difficult. We’re, we’re very busy with our lives, our kids, uh, with our practice. So to learn in a, be able to speak the language on a regular basis is really hard to be able, just to learn it. So short of us learning it, having a staff member there to be able to translate, um, there are Google translate nowadays, but I will tell you, it’s not the same.

A lot of times with the Google translate, it’s better than nothing. However, whenever the patient comes in, it’s more like, okay, it’s a scale of one to 10, it’s a two, or I hurt here, you know, so, so having someone to be able to tell the story on a day-to-day basis, I think is very, very important. Um, so, um, uh, I feel too that, you know, uh, again, uh, being able to communicate with the patient and for, for us, we, we, uh, we went to a wellness practice over here. So we don’t just treat the patient until the pain is gone. We want it to be able to educate them that, you know, we want to be able to get them into not just pain relief, but also into wellness care. And, uh, again, in most of the patients that at least my patients that, that are mainly Spanish speaking or Vietnamese speaking, they don’t really understand that they don’t, they, they, they never, uh, put health as, as, uh, as a priority.

Uh, so to be able to, to, um, educate them to that level, I think that it, it is very, very gratifying. Um, the show was going to be pretty short. Um, I, I think that in my, the, my main focus today was more so about diversity of languages. Um, and, um, I actually did a little bit of research in prior to doing the show and some of the most spoken languages in the world, I was kind of surprised, but English is number one, no surprise to that. Mandarin is number two. Hindu is number three. Spanish is number four, and French is number five. So somewhere in your community, I bet, you know, there’s a big, uh, maybe, uh, uh, a French population. Well, I guess, in, in those languages, uh, there’s, there’s probably, you know, dual language. So it’s probably not as much as, as the Spanish speaking and also the, the Vietnamese speaking, but I bet there’s a lot of Chinese, you know, uh, population sometimes, um, you know, that’s the only language that they speak. So again, you know, just, just having a staff member over there, I think you can’t go wrong with Spanish. Um, but, but having just another staff member there to be able to communicate the story is, is, is, is, is not only going to help, you know, your, your practice, but also the people in those community. Um, and, uh, I think I’m going to slowly wrap up the show, uh,

To Kim. I’m going to answer your question. If you can answer, how did people go about finding staff that are bilingual? Did you advertise or

Great question? Yes. Yes. So, um, some of them are word of mouth. Uh, so, um, a lot of these communities are very tight knit communities. Um, if, you know, one bit of obese person, you know, another Vietnamese person, uh, and so, uh, being that I knew she always have a Vietnamese or either Spanish speaking staff members. Most of the time, first off, I, I would ask those staff members if they have any referrals. Um, but also I actually advertise in the Vietnamese and also the Spanish newspaper as well, too. And, uh, I’ve been advertising with them ever since I started my private practice, uh, 15, 16 years ago. And as far as the amount that I pay is close to nothing, uh, as far as return of investments. Um, and you know, it’s not just advertising in there. It’s of course, being able to, um, have a, a patient who knows, or who have had your service, and then, you know, normally it will spread, uh, word of mouth. Um, but, um, but I have advertised in the Vietnamese and also the Spanish newspaper nowadays. Uh there’s uh, there’s, there’s, there’s online, uh, presence as well, too. Um, but, um, uh, I would probably start off again, you know, word of mouth or either, uh, the, um, the, the, the local newspaper, if you’re not sure Google it, um, if you need my help, I’m sure that the people that I’ve advertised with over here has connections with people in your area.

I have one last question. Um, do you find that, um, when you hire somebody that’s bilingual, whatever the languages do you advertise on your website that you’re bilingual, that you speak Spanish, that you speak Vietnamese or whatever?

Well, whenever we advertise in the newspaper, the Spanish, or either the, uh, the Vietnamese newspaper. Yes. Um, I believe in the Spanish newspaper, we do put that, that, that we do speak Spanish. And, uh, so, uh, um, you know, we, we don’t want to assume the obvious, um, but, um, in the Spanish newspaper we do put it, now they can tell on bitten me. So I think they know that I speak Vietnamese, but it would be beneficial if you do have a Spanish speaking or Vietnamese speaking to put it on, uh, to put it on the advertisement and, or, uh, your website as well, too. Absolutely. Um, I wanted to add something in as well, too, at the beginning, whenever I started seeing, um, Spanish speaking, either mainly just, uh, uh, uh, Vietnamese speaking patient, I will tell you it was a little difficult because your report a finding is not, it just doesn’t flow out.

It takes a little bit more time, but again, I will tell you that as you continue to, um, do the report of findings, you’ll see. And with the person, let’s say, if I have, uh, my, my Spanish speaking staff, uh, in the room with me, I’ll speak, and she knows what I’m about to what I am about to say. Uh, and, and, and, and so she’s able to take over the conversation, and then I pretty much kind of point out as far as the, what I, where I feel the issues of what your treatment plan is going to be. Um, she then takes over because she understands the financial, uh, options that the patient has, but be a little patient at the beginning. I remember whenever I first started with my Spanish speaking, I would be in there for probably maybe half an hour, because I would try to speak it and then have to wait for them to translate and then speak again. Um, but again, now that I do have a staff members who have been with me, uh, for some time, they do understand, uh, and, and have been, or have done a report, a finding for me already. So be patient, but it’ll pay off in the end again. Uh, you know, I’ve been doing it for the last 15, 16 years, and, and I truly love, uh, being able to help, um, the, the, the, the patients in those communities. They, they are very, very thankful. They are super, super hard working as well, too.

Okay. Um, any other questions, Alan? Okay, so I’d like to thank ChiroSecure again for giving me this opportunity. I wanted to say that at the beginning, whenever I was asked, um, I’m a little shy in front of the camera, but, um, but I find that whenever you, whenever you find hesitation and you said that you don’t want to, you shouldn’t do it. So I’m want to advise my colleagues, you know, be comfortable being uncomfortable. I think that’s how you grow as a person. And I remember my first show, Alan, he probably remembers as well too. I was, I was probably sweating and then just shaking and, you know, not really knowing how to, um, to speak and, and instead a lot of, uh, um, but anyways, just have fun with it. And Allen, I appreciate you very much for giving me this platform as well, too.

I’ve I really have had a lot of fun. Um, being able to share with you guys, my colleagues, uh, uh, my story and my journey, and please don’t hesitate. My, my website is www dot Meddory dash Gretna dissenter, Emmy T a I R I E dash G R E T N a D I S C C E N T E r.com on there. You’ll have a link to communicate with me. Uh, and, uh, in the last thing that I would say too, is, um, you know, find something that you’re passionate about. I mean, recently for me, uh, I’ve been able to, um, specialize in, in this injuries and I’m having so much fun seeing these patients, not, not seeing these patients, you know, being in poor health, but it’s been so gratifying. I have enjoyed practicing, uh, more so now than ever. Uh, and, um, that is because, uh, what we do matter.

And, uh, I’m, I’m, I’m able to see 12 millimeter disc herniation patients get better naturally without the use of surgery. And to me, that, that, that, that makes me feel like a superhero. And, but it doesn’t come, it doesn’t come easily. It takes a lot of hard work. Uh, there’s a lot of, you know, a lot of, um, seminars and, you know, studies and, and, and things of that nature. And recently, if you guys want to know more about it, I’m, uh, I’m actually one of the, uh, doctors with the, um, with dissenters of America. But, you know, if it’s not that find something else that you’re passionate about, you know, your patients can see, uh, your enthusiasm. It, it bleeds through, and I didn’t realize this, but my coach, uh, coach Bob said that, you know, whenever you’re feeling down, whenever you’re feeling exhausted and tired, it’s going to bleed through, it’s going to bleed through and your patients will feel that, uh, uh, and, and, and so w bring your a game.

You know, I, I encourage all of my fellow colleagues to be the best that you can, and, you know, our profession is an amazing profession. And, you know, we, we, we, we are able to do so much, um, um, that the w in the world needs us. So, so go out there and reach for the stars. And, and again, you know, I’m here. If you guys have any questions for me, I love to be able to communicate with my colleagues and, and, uh, and, and, and help one another out. Um, so thank you so much.

Empowering Women in Chiropractic – The 4 New Types of Patients You Are Seeing

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  We suggest you watch the video while reading the transcript.

Hello, and welcome to Empowering Women in Chiropractic. I’m your host, Dr. Cathy. And today we are going to talk about the four new types of patients that you are seeing right now. And I want to preface this by saying you’re still seeing a lot of the same problems, a lot of the same symptoms and complaints, and a lot of, a lot of the same healthcare challenges. But now you’re seeing a lot of new emotions due to your community, living through this information overload for the last 20 months of this pandemic with no foreseeable end in sight. So the four types of patients that you’re seeing right now, people are coming in and they’re confused. They’re scared, they’re angry. And they are untrusting of what’s going on. And what’s being said, so let’s talk about that because you’re confused. Patients are the ones that listen, everybody’s being bombarded with the same information, whether it’s from the TV or the radio.

If they’re driving, listening to commercials that are talking about, let’s get back to normal living by doing X, Y, and Z, let’s all pitch in and do this thing. That’s going to help us get back to our normal way of life. You want to go to a concert, you’ve got to do these things. So people are confused because they’re looking at all this information that they’re getting from the TV and the radio and their coworkers, or from their employers. And they’re really not sure what’s real. What’s legit. What’s true. So they’re confused. And they’re scared because they see big time people like these professional athletes and these Olympic athletes that are refusing to do, what’s expected of them because they want to continue on performing at their great levels of athleticism. So now people are starting to be afraid. Do I trust the government? Do I trust my doctor?

Do I trust my coworkers? Do I trust the people that are running my child’s school? And they’re angry because we’ve been told this has 15 days to flatten the curve. And it’s been in 15, 16, 17, 18, 19 coming on 20 months. And of course now with flu season, because we don’t call it fall, right? We have to call it flu season. Now with flu season kicking up. Now they’re talking about how all these variants are going to start closing things again. So they’re not trusting what they’ve heard from the politicians. They’re not trusting what they’ve heard from the media. They’re confused, they’re scared, they’re angry. They’re stressed out and they’re turning to you. Thankfully, they’re turning to you, but they’re turning to you with physical issues that may have an emotional component behind it. So first and foremost, are these people more complicated to help than people in the past?

And I want to, yes. And I also want to say no, because in the past, we’ve unfortunately lived through nine 11 or we’ve had the Oklahoma bombings and we’ve had different type of dangerous activities that have really shaped the course of our country, or we’ve had Katrina or different hurricanes at different floods that have shaped the course of the country. And people have lived through some of this fear, some of this emotion, some of this bombardment of information, but nothing like what we’ve experienced for the last 20 months where the whole world seems to be engulfed in the same narrative. So while people are coming in, still having neck pain, back pain, headaches, or their children, aren’t able to focus in school or they want optimal performance for their child athletes or for themselves. It’s a little bit more complicated because one of the things we’ve always talked about in chiropractic is thoughts, traumas, and toxins, right?

How stress is not just what we think of, but it also comes in the shape of chemical, physical, and emotional stresses. And our communities are dealing with so much emotional stress. So many thoughts stresses right now, and then add on top of it, the toxin. So while they may be coming in complaining about neck pain, back pain, headaches, whatever it is, carpal tunnel syndrome, whatever symptom brought them into your office, understand that there may be a huge underlying emotional component behind it. So it may not simply be a structural issue where there is a subluxation impinging on a nerve creating a problem down the line of that nerve pathway. There may be an emotional component to it that is reinforcing like a negative feedback cycle. That’s just keeping them stuck in this trauma situation, in this symptom based experience that they’re having right now. So there’s more to their care because there’s more to their issues.

Why are they coming in? We need better screening tools right now. We need some new screening tools right now to try to understand not only who they are and what they’re coming in for, but why are they seeking out your care? Why right now, have they chosen chiropractic? If that was never a choice for them before, why now have they sought out natural healthcare when maybe that wasn’t even on their radar screen before? So understanding what they’ve been through, what they’ve tried, what they’ve been doing, what has been working, what hasn’t been working, how long the problem has been there, did it start after March of 2020? Or did it start before that? Or has it been an ongoing, you know, slowly building up process in the last month or two months or three months. So understanding what’s bringing them in and why they’re choosing chiropractic now can help you gear your conversation more appropriately toward their specific needs.

And remember, each person is an individual. And even though we can sometimes lump people in and say, well, these are the headache patients, or these are our scoliosis patients, or these are our athletes looking to optimize their performance. Each person is unique and each person is individual. And what happens when they leave your office is unique and individual to their situation. So everybody always comes in with their own list of lifestyle challenges, but right now, understanding those and what’s driving them to your office will really help you develop a care plan that is tapered toward them, really tailored toward getting them the care that they need and the outcome that they desire. So that is going to require you to really dig deep into your communication strategies and make sure you’re developing new, better, and more improved, more empathetic communication strategy. So you want to be welcoming.

You want to be inviting and you want to help deliver information to them. One of the things I’ve always taught is attraction. Education retention. You attract them in, you educate them and you keep them as a patient. And now more than ever, they’re getting so bombarded with so much information that they really don’t know who to trust and who to believe. And sadly, you may be lumped in that category. They may not know if they can believe you. They may not know if they can trust you. And now is not the time to word vomit all over them. Now is not the time to impart your 20 years of wisdom and education and knowledge and experience onto their shoulders in one visit. Now is the time to slowly, gradually ease them into a better understanding of health at a pace that works for them. Cause first and always, they have to get to know you then like you and then trust you.

And you want to build that rapport. You want to build that relationship with people because they may be the kind of person who has always trusted the media. Maybe they always trusted their favorite news reporter. And now they feel like their news reporter is selling out. Or maybe they always trusted a personality that’s on TV or a celebrity that now is giving different information than they’re used to seeing from them. You know, a lot of people have turned their backs on famous celebrities like Tony Robbins because of his change in stance. So there’s a lot of confusion for people. And if you understand that, make sure you’re not adding to it. Don’t bombard them with your thoughts now is not the time to bombard them with every single thing that you feel and believe to be true or everything that you’ve researched or now is not on day one.

The time to bombard them with everything about vaccines and you know, the vaccine adverse events research system, or, you know, a reporting system or Barlow Fisher, which I love absolutely. But day one may not be the time to give them that information. Now’s the time to kind of welcome them in and say, you know what? They found us. They’re choosing us, let them, let us welcome them in, let us give them the information they need right now for what they think they need, because they may be coming in thinking this is a neck pain, back pain, headache, carpal tunnel, radiating pain across the shoulders, whatever, whatever they’re coming in for, meet them there. Now’s the time to put on your empathy hat and meet them there and say, you know what? I’m glad that you’re here. Let’s find out what’s going on. Let’s get to the underlying cause and determine what we can do in this office to help you.

Right. I always loved that. Doctor said, used to say, I have found what I believe to be the single underlying cause of all or nearly all of your health concerns. We can fix them right here in this office. And that is such a powerful mindset to have. It may not have to be the statement that you use with your patients, but it should be the mindset that you have, that we are here to serve. We are here to help. We’re here to find the cause and correct, right. That’s our job to detect and correct the vertebral subluxation, right? Locate, analyze, and correct. There were tables, subluxation. That’s our job, but we don’t get to do that. If we blow people out the doors with this, you know, strong stance that right now might not be the proper time to do it on day one, because of that fear, because of that emotion, listen, the emotions are running high for everyone.

You’ve seen it on the roads. People are less tolerant driving. People are more anxious that they’ve gotten more anxiety right now. They’ve got more, um, drive to get things done and you know, and they’re just, they just don’t understand. They’re so confused. And so many people are so angry right now because they’ve missed out on weddings or funerals or graduations or scholarships to sports. So there’s a lot of anger. There’s a lot of fear. What if I take this? What if I don’t take this? What if I could lose my job? What if I lose my job? And I can’t provide for my family? What if I’m forced to do something that goes against my religious beliefs or my political beliefs or my research or my science or my understanding, or my choice for my body, right? My body, my choice, people have that fear of how am I going to put food on the table?

How am I going to care for my family? If I’m forced to do something in order to maintain my job. And that level of stress is adding up and adding up, it’s piling on their shoulders and it’s compounding any issues that they’ve already had and making the problems worse. So I want you to dig deep into your empathy side right now, because the better we become at welcoming people right now with open arms and meeting them, meeting them where they are and bringing them to a better understanding of health. The better we become as a profession at getting people to understand the chiropractic paradigm, getting people to understand that the needs no help, just no interference, getting people to understand that God made the body. I move the bone, right? God heals the body. I moved the bone or, you know, the power that made the body heals the body, whatever chiropractic sayings really resonate with you.

This is the time to get people into your office so that they can experience life without subluxation. And we’re going to have a better opportunity to do that when we hold off on some of the more, um, strong thoughts that we believe in, and trust me, I’m not one to tiptoe through the tulips. I’m more like a bulldozer through the China shop, but when they first come in day one, now’s the time to embrace them and welcome them in and gradually ease them into a better conversation. You’re going to find that if you do this right now, if you don’t vomit on people, if you welcome them into your office, if you take the time to get to understand what it is that they’re coming for, why they’re choosing you now at this junction in their life, and you really gradually ease them into a better understanding of health and function and how the body heals itself, then you’re going to have the opportunity to spend more time with them.

You won’t blow them out the door after one or two or three visits, but you’ll have them coming back in for two or three weeks and four and five months. And you’ll have more opportunities to educate them, which is where you really build that know like trust relationship, which is what leads to referrals. And if you look at your practice right now, you should be seeing your existing patients sending in referrals. I have a long-term patients that have worked and work to try to get family members in or grandchildren in, or their daughters and their, their son-in-laws and, or have worked to try to get their parents in. And it’s been a slow process, but lately it’s been easier because lately their family members, their coworkers, their friends are looking for answers. They want to start knowing what is real, how do I really help my family stay healthy?

How do I help express a greater level of health? What can I do to keep my immune system strong right now? What can I do to keep my body healthy right now? And what can I do to prevent long-term complications? If I do get sick, or if I am exposed to a virus and people are seeking out those answers right now, and you have them, you have the answers. So I encourage you. And I urge you to be that voice of reason, being that welcoming place, where they can come to you and they can turn to you, or they can turn their referrals to you in a time when people really are confused, they really are scared. They really are angry, and they do not trust the information that they’re getting from the media, from the politicians, from their coworkers, from their employers. So understand this in the old days, we always talked about how you should avoid talking about politics and religion.

And I know sometimes that holds true and sometimes that does it, but in your office, when people are seeking you for help, they’re seeking your care. They’re turning to you to help them and their families get healthy. Now is the time to just deliver great adjustments, great information education in small doses, so that they can digest it and come back and ask you more questions and just be that welcoming person that says, this is a place where healing occurs. If you have challenges having these conversations, or if you want to get better at your communication skills, I invite you to join me. As I partner with the league of chiropractic women to host our next round of the writers and speakers bureau, where we’ll be teaching over the course of six weeks, how to really hone in on your communication strategies on your desired topics and your desired conversations that you’d like to have, whether that’s one-on-one with a patient or as a, a, um, doctor’s report for your, for your base of patients, your new patients, whether you want to do that in your office, out in the community, or whether you want to get on a big stage or a big platform, such as a webinar or a podcast, and really deliver a message that matters to you.

If you’d like help with that, we have a fabulous group of women coming together for our next round of this writers and speakers bureau will be, we will be teaching you over the course of six weeks, how to really craft a message that matters and deliver it to the people that need to hear it in a way that resonates and engages them so that they benefit from your information and want more from you. So if you’d like to learn more about that, that’s at LC women.com or you can reach out to me personally, through Facebook at Kathy Woodland Colby, but listen, your patients right now are seeking out your care. They’re sending you referrals and they’re sending you people who are confused, scared, angry, and untrusting. So let’s not feed into that, but instead let’s be that person that they can turn to with confidence that you’re going to not only deliver the goods and help them get better, but help them understand more about their body and their health women, ladies chiropractors, we are so gifted at our ability to nurture and care for people.

Let’s let that show through right now and shine forward for your community to see. And I promise you that you will start making that positive impact on your patients and your community and their friends and family members, so that we can really start turning this back around and leading people to a better understanding of health. I want to thank you so much for joining me today. And as always, we welcome you here at ChiroSecure to join us for empowering women in chiropractic and go out there, do a great job, change your corner of the world, and you will make a difference as you serve through your compassion and serve others to a greater level of health. Thank you so much. I look forward to seeing you next time.

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Empowering Women in Chiropractic – Book New Patients with an Automated Webinar

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  We suggest you watch the video while reading the transcript.

Are you looking for new quality patient leads, but you’re field limited by in-person marketing or you used to do talks, uh, but to, to generate new patients. But now you aren’t able to figure out how to navigate this thing, because I, you know, perhaps you aren’t, you feel like you can’t do it in front of people in person. So you’re totally in the right place. The solution to that is an automated webinar. So we’ll talk about that today. And this is Chen Yen, 6 and 7 figure practice make-over mentor @introvertedvisionary.com and your host Jay for ChiroSecure show. So welcome. And so you, you know, if you have ever considered this, um, before, or maybe you haven’t yet one great avenue to generate patient leads is through getting something automated, because do you ever feel like you always need to be marketing, do always feel like it would be nice to just be able to focus on helping patients instead of having to, to worry about constantly marketing.

So the, how do you actually set it up so that it works for you? I got some, uh, comments, um, say before the saying that, uh, it, you know, I’ve heard, I’ve heard of doing that, but I’ve heard it doesn’t work for chiropractors. And so let’s talk a little bit about this because the reason why it doesn’t work is because the people who don’t have it working well, it’s not set up in such a way that brings in those leads, but there are clients of ours who are bringing in leads from new patient leads and, um, I’ll leave in another stream of income through automated webinars. So what is it about theirs that is working well? So, um, let me share with you a couple of, of the biggest myths and mistakes so that you can avoid making them. And then, uh, as far as the number one is a common mistake I see is focusing on building the funnels.

So if you’ve heard of automated webinars before you, you might think you might know something about, um, building a funnel, right? So what is a funnel? A funnel is just a, a path for people to take to then ending up, um, doing that end goal outcome. You would like them to take. So for many of you, it’s a new patient lead, for example, or it might be booking that initial exam with you. That might be an end goal outcome for some of you, for others. It might actually be the, uh, maybe you offer products or certain types of equipment that people can buy. Or maybe you, you have a functional more of a functional medicine side to your practice as a chiropractor. And so you can, you offer supplements or other kinds of things that, that people can pay and benefit from. So have you ever thought about that, that you could set up one webinar that’s automated that leads people into understanding more about what you could offer there.

And then it also leads people to even click the button and pay and purchase whatever it is that you’re offering. So that’s the, the overall concept of this, as far as getting an automated webinar in place that would inspire new patients to, or clients to come from it now. Um, so what I mentioned is that one of the most common mistakes that many chiropractors make when they like the idea of saying, have something that is automated to generate patients or bring in clients, is focusing on, oh, I need to hire someone, or I need to figure out, um, click funnels and these kinds of things to figure out how to build a funnel properly. And once I get that thing built out, then this should work because that’s the kind of thing I’ve heard before only to find themselves disappointed that it seems to take a lot of time creating this thing.

And then, then after creating it, then wondering, wait, why is it not working? So let me share with you what the, um, biggest issue is related to that is not focusing instead on what’s the most important thing that actually brings patients or clients in, what is it? It is what you’re saying in that webinar itself that not only educates and inspires new patients or clients to come from it, and for, um, most chiropractors is not a natural skillset. You know, you’re, uh, many of you went to school to help people with the clinical side of things, but not necessarily to, to, uh, you know, educate through a webinar because it’s, it’s a very different skillset. It’s one thing to, to educate and do kind of a lectures kind of thing, right? It’s another to educate and inspire new patients or, or clients to come from it without feeling like you’re being awkward or pushy.

Um, so the most important thing, if you want to get one thing created, not like 10 of them, but just one, imagine having one webinar that brings in five new patient leads each time it runs, or even 10 new patient leads or 26 new patient leads, or even if they brought in one new patient lead, when it runs automated, what would that do for your practice? Right. You could be sleepy, you could be eating, it could be spending time with your kids. You could be, um, just relaxing on vacation and then you check your inbox. Oh, cool. We got a new patient booking or, oh, cool. Um, here’s some money that just showed up in my inbox. How would that feel? So then the, so if you want that, then focus on most importantly on what, you know, what is it that, what are, what’s the, the right angle of a topic to talk about?

So let’s talk about the three main keys to an automated webinars that convert Burks. Number one is, do you have the right angle or topic that is engaging and interesting and inspires new patients or clients to come from it? So one of the biggest mistakes I often see when it comes to even just in person talk titles, but also webinar titles are titles that end up talking about, uh, chiropractic or, or, um, like a trite topic, like back pain, knee pain, without it bring up anything about how it might be, bring in a fresh perspective that might be new to someone or interesting. So what’s what, for example, what’s a challenge with a title that has something topic or title that has something like the like chiropractic in it. Well, not everyone, uh, is ready, you know, is knows that chiropractic is going to be helpful for them.

So if, if they see that then, uh, you know, only likely the people who are already interested in chiropractic wait, would check out that webinar. So that’s one, one challenge. Another challenge is maybe sometimes people might think, oh, I already know, you know, I already know about chiropractic and then they’re not going to check it out. So that is one reason why for most part, it may not be that make the most sense for you to include, for example, chiropractic and in a title. Another, uh, thing about the title itself is that if it is a topic like back pain and knee pain, well, what, what is the issue with the title that includes that? So if it’s, it’s a V it’s a more of a general topic like that, just think about how many talks are out there, or how many webinars are out there about that topic.

There are a lot of different, um, whether it’s in-person talks or online kinds of talks that center about that topic. Right? So, so what would make someone take the time out of their day to, to decide, okay, I’m going to check this topic out. And, um, so think about what is a fresh perspective that you can already bring up within the title that would inspire whoever is seeing the title to, to be wanting to come. So, number one is choosing the right angle of a topic that is engaging and interesting. Also most importantly to that, it not only educates, but it’s very in alignment with your ideal patients or clients you’re wanting to attract. So if you, for example, another mistake I often see is talking about, um, let’s say, let’s say you are a chiropractor who doesn’t really focus on having nutrition kinds of things within your practice, but you just like in terms of your offerings, right.

But you want to talk about nutrition. And so then maybe you talk about lifestyle change in your, your automated webinar, but that is still a little bit more removed from the main topic of what you would like people to do, which is book a chiropractic appointment with you, right. And adjustment. So, so then if, if it’s like that, then, then that may not be the best topic for you to choose. So that’s one example of where, you know, we need to look for alignment in terms of what would be a topic that would be most likely to attract your, your ideal patients or clients into your, your practice. Because we don’t necessarily just want a lot of people attending only. We want people who are our most qualified or in terms of who’s most interested. When, when do you say, when do you want most of the most interested and likely to, um, wants to book an appointment or take you up on what you have to offer?

So, okay. So those are, that’s the first step. I mean, the first, the first key, the second step is to then have getting it in front of the right audience. So this is another place where a lot of chiropractors make the mistake of when wanting to have an automated webinar, um, going that generates new patients on autopilot for clients on autopilot. Is autopiloting it too soon. So why is this a mistake? Because if you create something and then you don’t, you haven’t tested, whether it’s working, it’s not been proven to convert into new patient bookings or whatever’s that you’re offering them. Then if you get an a, in front of more, a bigger audience, it’s still not going to convert likely. Right. So regardless of how we get people coming to the webinar, if it’s not converting, then it still isn’t converting. So this is a very common mistake.

Many chiropractors make when wanting to get an automated webinar are going to generate new patient leads. So here is where, um, it segues, but, but, okay, so I’ll talk briefly about what, where do you actually find people to show up? Right? So the, there there’s free ways, and then there’s paid ways. So freeways, how many of you love any of the freeways? Right. Um, freeway is, uh, can be that it’s shared with someone who has a community of their own. So it might be perhaps another practitioner who has a community of their own. Even for example, I had a client of ours who said a nurse practitioner has agreed to share her webinar in front of her patient base. And so, so then, um, you know, this is that’s one way of a free approach where you don’t have to pay to get eyeballs on your webinars, get people listening to your webinar.

And then, uh, an example of a paid way is up. So there’s several free and several paid ways. I just wanted to give you a sense of this here. So, um, paid ways could be running ads to it, for example, whether through, through Facebook ads or YouTube ads, or, you know, an Instagram, things like that, right. Or even, even putting things in, um, like online in certain places like event and things like that to, to drive traffic to your webinar. So, but again, you know, this is where it’s often premature that a lot of chiropractors make this mistake where it’s, they jumped straight to paid avenues, for example, um, because they feel like they don’t want to have to, you know, they, they feel like it’ll just work or, you know, they should work. So then, then it would just, uh, uh, get it, get it going to more people, but tip, wait until it let’s get it converting first.

And this is where it segues into the third key thing that you’ll need. And, uh, and also talk about some, some other, uh, cause I promised that key elements that an automated webinar funnel needs. So the funnel itself, there, there’s a few things that you’ll need to make it working smoothly to optimize the number of leads. So cause would you like to have, have the number of leads be optimized? So, but in terms of the third, um, key, uh, third step that I was talking about is then is to have a compelling talk or webinar. So is your webinar compelling? Is it engaging? Does it inspire new bookings without being pushy or salesy? And this is a skillset too, that we just need to fine tune, right? So, because most of you, for most of you, this is not a natural skillset. And, um, one of the concerns I’ve heard from chiropractors before is that they’ve, they’ve, um, either done some training before on this and they found it to be too aggressive or pushy and it just didn’t feel right for them.

And so, uh, for example, with our clients, one of the comments they’ve made to us is that, um, with our, our approach has struck when their structure and that allows them to feel authentic when they are, um, using the framework, then it, it feels good. And it’s also more likely to bring in new patients who resonate with you. So let’s talk a little bit because I promised that I would bring up what are some of the essentials that are needed in, in an automated funnel for it to work well. So let me just share that briefly. So one thing that can make a big difference because in an automated webinar, the cool part is the little tweaks that we make, the little tweaks that we make connection with a huge difference in terms of increasing the number of patients you get from it, or the, the money you make from an automated webinar.

And so one thing we didn’t talk about actually yet is that I have you ever thought about the things that you say over and over again, and you feel like a broken record to your patients, right? What if you could put that together in something like an online course that, um, people can learn from and benefit from about that particular health topic and it could even be automated, right? So that’s actually another thing you could, could make available, um, from an automated webinar. So I just thought about that. I wanted to share, share that that tidbit hot tip with you. And let’s, let’s now talk about what I was going to mention as far as a few key essentials that are needed in an automated webinar, if you would like to bring in anywhere between five to 26 new patients a month, um, from your automated webinars.

So the one thing is what are your show up rates? So what are typical show up rates for, for an automated webinar? So they’re usually want to automate for typical webinars, the show up rate, what do you think it is? Go ahead and type in the comment section or type in the chat below. What do you think is the typical show up rate for webinars? Is it five? Is it 25? Let’s see, what is it? Right. So, so it’s actually 20 to 30% show up rate is considered good for a webinar. So now on our campus, when, when our clients work with us, we, we even are able to get like on, like, we tested this about what can you increase show rates to even up to 50% or more, right. So that’s a huge difference, isn’t it? And what can you do to cause that’s, that’s like if you had 20% show up rate and then you had 50% show up rate, instead that’s like double the number of new patient leads or double the number of, of income you can make from your webinar when you make that fine tune tweak.

So one tip is how do you get people to show up to it more is what do you send to people before the, the webinar itself? You know, what kind of reminders are we sending for? Most people are pretty busy these days. Would you agree that most of the time, you don’t always check your emails very much, like read all your emails, um, if that’s the case type in your chat. Yes. You know, or, or in the comment right now. Yes. Don’t usually check all emails, right? So, uh, that’s the case for, for most people, but if you can have email reminders that remind them, it’s going to help bump up the, the show rate. For example, we work with our clients, there’s a series of email templates that we have them plug into and, uh, that we don’t have to reinvent the wheel and, and helps us show rates.

Okay. So then the, the second important key is also this, which is people might take you up on what you’re offering from the webinar or book an appointment with you from the automated webinar itself. And then, so there also is a decent number of people that will likely take you up on it after the webinar. So some will take you up on what you’re offering during the webinar, and then there’s a decent number after that, that would decent percentage that would actually take you up on it after the webinar. But when the stake, a lot of chiropractors make is just, just, uh, do that automated webinar. And then there’s not a good, um, way, good path after the webinar to inspire new patients or clients to come from it. So what is that, uh, what do you, what can help with that rate? So you could send, for example, email series that helps with that.

Um, and so how many in the email series, what would be most effective? It really depends on what your topic is and what you’re, um, planning on offering. So, um, so yeah, so that’s, those are a few keys, by the way. If, if you want help with having more, uh, like getting this going on an automated way, then you can go to introverted visionary.com and you can click on the free session button there and request a session. We’d be happy to give you insight on how, how, um, you get this going in your practice. Right? And so now, as far as the, those are the main tips that I wanted to share with you today. So in summary, they, we talked about how one of the biggest mistakes that many chiropractors make when getting an automated webinar going on two for the purpose of also wanting to educate and attract new patients from it is automating it too soon.

And, um, you know, one of the things that’s really cool about automating though, is that once we get the styled in, it can be working for you over and over and over and over again for you. And you only had to create it once, right? So why not instead of having two posts on, so feel like you have to be posting on social media everyday, or hiring somebody to post on social media every day. And that’s still not necessarily bringing in as many leads as it could be, or, or doing other kinds of, or feeling so limited right now, because you used to maybe do things more in person and you feel like your hands are tied because you can’t do that as much right now, then this is a great avenue for you to get going. Also, if you have, um, other practitioners as part of the practice, other docs, uh, other kinds of, of, um, providers as part of the practice, then this can be a great avenue to help them fill up their practices so that they can be busier and also be helping people when you’re not there.

And the clinic is making money when you’re not there. So if you would like access to the full free training about this, you know, how to book five to 26 new patients, um, from one automated webinar, then just click on the link. I’m going to pop it in, in the comment below, and you can check out the, the full free training. So now stay tuned for our guests. And next week our show host is Kim Hoang and, um, can come home and, um, look forward to checking that out next week and till next time. So see you soon. And by the way, if you needed that, that link, it’s introvertedvisionary.com/automatedwebinar and introvertedvisionary.com/automatedwebinar.

Empowering Women in Chiropractic Doctors Shall NOT Sell – Myths

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  We suggest you watch the video while reading the transcript.

Hello and welcome today to today’s show Growth Without Risk. My name is Dr. Janice Hughes, and I’m really excited to bring to you today, what I consider some of the best sales techniques for a professional. And why do I say that? When I was a starting chiropractor, I was so focused on being professional and the communication that I thought was going to make me professional and what I realized I was having very little impact. So I’m really excited to bring to you today, Dr. Daniel Bai who is with Close for Chiros. So please stand, come on in, introduce yourself.

Hello everyone. Hello, Janice. It’s been a minute.

Yeah, that’s exactly welcome to COVID craziness.

Oh, thanks for having me on as usual, a huge shout out the ChiroSecure their my malpractice provider, and a, you guys are doing some great work these days where you appreciate it.

Yes, exactly. Exactly. So let’s just jump right in. Like, like I am interested in your perspective. I have my own ideas, but this is about you and the things that, you know, in the profession right now and how do we avoid talking and selling what we do without feeling sleazy?

Yeah. So, you know, we just had a live event this weekend in Chicago and, you know, I reflect on a lot of the perceptions that are out there, especially chiropractors regarding sales. And generally it’s a very negative connotation. So for example, if I had most of the chiropractors in the world, come to my house for a party, if I announced that this is my friend, doctor chiropractor, he’s a sales person, you know, no one was going to really like that too much. Um, and that’s because the perception of sales is antiquated. You know, it was the, I don’t know, I’m aging myself now right now, but y’all remember, uh, Cincinnati, uh, the WPR K in Cincinnati, you got par Lakewood with the plaid jacket, big fat tie. You know, bat sales makes a lot of press. It makes good TV and movies about the shyster who, you know, tricks a guy into buying a lemon.

When he knows it was bad and bad snake oil. And on top of that, the negative press, our industry has suffered about selling people, things that they think they don’t really need, want or desire that has no value. So that is the old antiquated view of sales. And that’s a problem because in reality, sales is none of those things. Uh, every major industry, uh, believes that that knows that sales is a thing that it’s a thing kind of like marketing is a thing or, or, you know, it is a thing or, you know, human resources is a thing. It’s just one of the elements of business that is required, you know?

Well, and don’t you think it’s such an incredibly important one because I’ll use the example that mentioned about, you know, PR or marketing. And so much of people’s budgets are put into that. And then I hate to say it, but you have these great, you know, profiles or promotions people come in. And then what, and if you are not really good and clear with presenting finances or what really helps you with that, now there’s a disconnect. So you’ll spend all this money to bring them in, and now you’re actually not even helping them. You know, I like to say selling equals serving them.

So good. Absolutely. So tell me,

Yeah. Tell me about, you know, because you work with thousands of doctors and we both know with COVID, there are some people thriving and there’s some people barely surviving. And talk to me a little bit about the trend in presenting finances, particularly so many people are realizing the craziness of insurance. Um, people’s co-pays anyway, why are we not, you know, just doing cash in many cases, but there’s a lot, a lot that people don’t understand. So share with everybody, some of the trends that you know are out there.

Oh, great question. Uh, I’ll tell you the biggest trend is that transparency is now the new currency, and that is so true, especially when it comes to finances. So generally the, the, uh, the emotion surrounding presenting finances to patients is, has been a negative one and probably is for a lot of the chiropractors that are listening to this right now. Oh, I’m about to present finances. Oh my God, this is really bad. How do I do this? I want to perturb them. I hope as what happens is, is that the doctor approaches the finances in a defensive almost kind of, I’m going to not really tell them what’s really going on type and in today’s marketplace, Janice, you know, by then anybody else people’s. Meters are very sensitive and they just kind of have the notion. They know, oh, the doctor is not really being forthcoming and honest with me about it.

So bottom line, and this will change your results immediately is the next time you deal with finances. I mean, we’re talking ultimate transparency, for example, Hey Janice, Hey, welcome to the office, blah, blah, blah. This is how the insurance works. This is exactly how much the care is going to cost. I got a couple of options, which one works best for you. Direct, simple, concise. And that’s it. And I’m telling you when we teach this the docs literally overnight, even though I didn’t listen to anything beforehand, this helps because people just feel like, oh, straight shooter. All right. Yeah. I don’t like it that much. I mean, it’s more than I wanted to spend your day. I guess that’s what I got to do. Okay. Let’s go game over. Yeah,

Absolutely. I know my own experience w multiple years ago, it really transformed when I began to give people that choice. So that suddenly I love that you’re describing that, you know, transparency is the new currency. Like I think that needs to be the tagline everywhere. You know, we’ll use that as the tagline for today’s show. And I just think that transparency allows you to be authentic. And I know that one of the challenges and you brought this up so well, that it’s a lot about what’s in our mind, how we think about money or selling. And I can’t tell you how many chiropractors now push the sales to somebody else on their team. And it’s because they don’t want to do it. And then they wonder why, again, there’s, there’s the lack of transparency so that I really think that’s a major challenge out.

That’s huge. And Janice, the excuses I get about that, oh, I’m too busy. I, I mean, it’s, I mean, you know, one of the things that we have to do is once we say transparency is the new currency, we gotta be transparent, honest with ourselves. You know, if we know that we’re not skilled at something, we can’t make excuses on why we’re continually be unskilled. So many chiropractors in our industry right now are so unskilled in the art, science and philosophy of sales. And on top of that, they’re denying its even existence because they don’t want to be accountable for the fact that they do not know how to do that thing. And that really irks me. And that really upsets me because that literally is one of the fundamental common denominators on why our profession is stuck, where it is today. We gotta be honest, Hey, I’m not good at selling stuff. I’m not good at having, having conversations with people about finances. Maybe I should learn how to go do that. Oh, what a concept? They learn it. And automatically Jen, and I know, you know, this, you see it in your career. How many times people with the snap of a finger go from zero to hero because they’re transparent with themselves. And it’s just my mom needs, you know,

But you know, still the challenge out there, don’t you think that a lot of people then say, well, you know, they’re over promising or how are they going from zero to hero? You know, how did they double or triple, you know? And I used to get that all the time, kind of in the coaching world, in the profession, you know, I would say to people like, you can literally double on a dime. Oh no, no, you can’t do that. Well, like you said, the authenticity, the transparency allows you to do that. And I think it’s also the leader, like the stepping into the leadership, you don’t have to sit and go through every detail of the finances, but if you don’t set it up and if you don’t set your team up for success, how’s your team going to sell this

Totally. As opposed to winging it with every new patient that comes in, which is unfortunately as the norm, as you probably already know.

Yeah. And, and what are you seeing? Like, uh, again, whether we like it or not, this COVID post COVID world, and I don’t know that we’re into full recovery yet, but you know, a lot of things are better, but how has that even impacted this, this piece around the communication?

Another world-class question, because this is what’s on mind. And we were just talking about this off camera about how we need to innovate, right? How we got to stay on top of what’s already happening, not be a follower, but be a leader. And the fact that you’re talking about the coast post COVID era, which we’re not even in right now is, is a beautiful question. And this is my prediction. This is my humble opinion about where we are. The marketplace is sensitive. I don’t think I have to convince anyone of that fact. The marketplace is not only sensitive to the social stuff. They’re very much equally sensitive to the commercial stuff. Them as consumers, they are so sensitive to making sure that their dollar goes as far as it can and that their dollar represents the highest value possible. Which means that if you don’t know what you’re doing and presenting what you do as viable and unique to your patients, guess what they’re not going to buy.

Which means that more and more doctors are going to see more and more new patients and less and less of them are going to be saying yes, if you don’t know what you’re doing, the marketplace is so sensitive. They’re so sophisticated. They may not know what’s in a MRR and a vaccine or who, which side of the political party is saying what, but they do know one thing. They know whether or not they truly want to buy something and whether or not it’s worth their time, energy, and money. They know that more than anything, they are wonderful consumers. They’re so smart emotionally. And so they’re not going to deal with any BS. That’s the post COVID market, in my opinion.

Yeah. And it’s interesting. I, I do some just, you know, sort of helping mentoring, guiding a lot of chiropractors, particularly in some of the women’s groups. And last week I was looking at someone stats who has put so much emphasis on what we talked about at the very beginning, the marketing side of it. Um, and they literally are seeing 78 new patients on average a month, but their numbers have been in a constant decline. And what I mean by that, for everyone listening is like, they are getting people engaged in care. They have all these people coming in because of the special, because of what’s being offered out there, but they are so not able to be transparent or to have themselves, you know, be allowed to sell the uniqueness, to share the uniqueness of what they do. You know? So it’s interesting because that really also tells me when you look at the number of new clients that are coming into some clinics right now and in this kind of post pandemic. And I keep saying posts because I’d love to be out of it. But a lot of people are realizing even with the craziness of media, they’re realizing that it’s about their health and wellbeing. So more people are coming. They want what we have, but tell me your perspective. Like, I don’t think that they’re rejecting chiropractic when they don’t follow the care plan or the recommendations, what are they actually projecting dental?

Oh, another fantastic question. Yeah, you’re right. They’re not, they’re not objecting the thing with it. They’re, they’re not objecting to the, what they’re actually objecting to the who, because the that’s actually representative of the product and service has a huge plays, a huge factor. They’re also saying no to this thing. They’re saying no to something subconscious. That’s telling them, you know, I’m not really sure. And as consumers Jenice, I mean, I think you understand, like, haven’t you been presented with a purchasing a thing, whether whatever it is, and then you don’t really buy it, but then you come home. You’re like, ah, you know, you can’t really verbalize it, but you know, it’s not something you really want right now, but you can’t eloquently express why you said no to it. I’ll tell you what you’re saying no to you. They’re saying they’re the people and yourselves are saying no to the fact that it’s actually not truly something that I want.

I thought I wanted it, but I really don’t want it. Let me give you an example. And this is so critical, is that in a day one? So when a person first comes into the office, classically in bad sales, we’re designed to plant the seeds for them. Okay. Water, it force it to grow. Let’s say we want our patients to do a care plan of like, you know, let’s say a month or two, like that’s our agenda. So in the day one, we consistently lead them to make those decisions. Right. And in the court of law, when you lead a witness, what is that? It’s an objection, your honor, it’s not allowed, but we somehow do it to our patients every day. So in a day one, the way we teach it is this is even the tonality of speeches. Monotonic it’s matter of fact, it is unbiased because if you can keep it that way, your patients come to the realizations on their own to, to the yes. As opposed to the doctor’s consistently manipulating the patients to say yes. So if you’re consistently manipulating your patients, say yes, and eventually they do say, yes, they go home and think about it. They say, no. Why? Because subconsciously somebody told them to say yes, which was not authentically. They really wanted to say, I hope that made sense. But ultimately fundamentally, that is what they’re saying no to.

Yeah. And it’s like, you know, and I, and I know there’s amazing schools of thoughts, but you know, like with the NLP, um, have the, you know, be doing the head shake, um, you know, plant those seeds, show them, you know, the, the, the plan that you want them to take. You know, and, and we’re not saying that like, we ourselves, haven’t been part of that. Like, how did you get into this? Like, why did you get into this? Like, I know why I want people to learn. This is because I made all those mistakes.

Yes. Well, same here, Janice. I made mistakes. I so many mistakes early in my career. And it’s a blessing that I made those mistakes. So early in my career, those mistakes were so profound and it, it, it cuts so deep. I almost got out of the profession. Okay. Yeah. I remember it was the year, 2003 and Emma was a February and I, and I remember going online, I’m thinking, okay, what else can I do? Because the rejection was overwhelming. And I didn’t know, I didn’t know how to sell something. Right. I just knew it’s something, what didn’t feel right. It was achy feeling because I was being taught to sell the old antiquated, sleazy way. Cause I’ve done. That didn’t feel right. Because there was a, there was a problem with it ethically. And I plus I couldn’t pay my bills that didn’t help. And so I needed to get out. So that, and then, so that started the, uh, the, I guess the, the, the train on. Okay. So I have 120 new patients that I saw in the past two and a half months. 90 of them said, yes. Okay. That’s a sales problem. And once I admitted that game over then I had to look and unfortunately sales training was not available in chiropractic at the time. Um, so I had to find it from other industries.

Yeah. And, and that’s the thing, like you’re a student of taking a look at like what’s right in front of me. And I think that if I’d love people to take away from this, like just that realization, that example I gave that, you know, all these new clients and yet you’re spending all this time and all this energy processing, and that’s not translating into care. It’s not translating into people choosing this thing called chiropractic, or some of you listening already have really great success because you are getting them really excited to get started with that care and sign up. And then I call it the drop visit analysis. Like where are you losing them? Because you’re losing them. You’re losing them really, really quickly. You know? And, and so I think it is really embracing like why and how to learn this. And so share with the listeners. I, I think lots already know you are. I think it’s crazy that they don’t, but tell them a little bit about why you and your team created clothes for Cairo and what you work on. And I’m excited that you just had a physical event again, because I think some of it, the power of doing this in person, so share with everybody, just a couple of the gems of what you do and why you do it.

Sure. Well, there’s two part question, like why we do this? Well, fundamentally we believe that this is, this is the most important, if not one of the most important, fundamental reasons why our profession is stuck because we have left this portion of our businesses out because of the antiquated notion of it. Number one, um, number two, uh, what we work on. Well, we could say what we have seen is that there’s many people out there who cover everything and that’s, that’s fine. We love that. Right. Uh, and th the decision came like, what do we want to help docs? And what did we work on? Well, obviously sales is our passion. So that’s all we do. So we’re not going to talk about marketing still required, but that’s not something we teach. We do it even as our own practitioners, we don’t teach it. We don’t talk about procedures or human resources or technique, or the clinical and science behind everything else is critically important.

We don’t cover that. All we do is walk a doctor through what to do and what to say when a first, a patient first walks into your practice until the point where they’re saying, yes, I want you as the solution to my very deep want, need or desire. And I’m willing to pay what you ask me to pay. And I’m willing to comply with what you want me to comply without twisting their arm without manipulating them without, you know, beating them over the head with your agenda, all about being their agenda. And you just meant, you mentioned the drop visit analysis. It’s Janice. I got to tell you people quit when they say I’m simply because they don’t see any value in them. Continuing. I know it’s very obvious, but what’s the value. It has to be very selfish. It has to be for the PR firm on the part of the patient that they are selfishly benefiting from being with you, right. Visit after visit. And that’s all we teach. Uh, and it’s very deep, a ton of depth into what goes into a first visit. What goes into giving recommendations, how to handle the finances, dealing with objections and all those things. I mean, like any great topic, it’s easy to kind of learn, but it’s very difficult if not impossible to master,

Right. And, you know, I guess to everyone listening, what I want you to really stop and think about is when is the last time you studied this? You know, I think we spend so much time on our technique. We spend so much time on the marketing money, time and energy. We put a lot into what we do and the clinics, the practices we have. When have you ever put time and attention to this? And when you do this, when you get clear on this, you then don’t have to walk in every day and keep trying to convince someone to continue care or sigh and shrug and go, oh gosh, I don’t even want to have to go in with so-and-so because I’m spending so much time in their, not on their care, but on convincing them to stay. So I think for everyone listening, like, like obviously Daniel, I could ask you a hundred more questions, you know, and, and I’d love to, in fact, I’ll, I’ll make sure that we get you back, like, like one of my, um, focuses here and thank you to ChiroSecure again, for always sponsoring and promoting the, you know, these, these, you know, things that are resources for you is my background as a coach or coming from what I, we always called those practice management days is that, you know, we’re here to help you.

We’re here to bring you these tools and awareness that then I just want you to realize like the depth of knowledge and resources that are available and, and check out some of, you know, Dr. Daniel’s, you know, profiles their Facebook, and we’ll make sure that we include all of that. You know? So I can’t thank you enough for coming on and letting me badger you with some questions, you know, but I like to be really transparent. I love that, that tagline for you, that, you know, everything that Daniel is talking about, we can not increase our impact without thriving practitioners. We can’t continue to change the health and wellbeing of people. So whether you like it or not, it’s important to have a look at the sales, the communication around that, you know, so that you can serve the population. So thank you again, Daniel, and next week, your host is, um, Michael Miscoe for the next show, um, Growth Without Risk. So thank you again to ChiroSecure and thank you everyone for listening. Have a wonderful day.

Empowering Women in Chiropractic – Cultural Competence 101 for the Chiropractor Part 4

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Can you hear me?

Yes, sir. I can real live.

Go for it.

Hello. Welcome to cultural competence. One a one-on-one for the chiropractor. I’m Dr. Charmaine Herman. And this is our part four of this set of episodes that we’ve been doing here so far through ChiroSecure. So let’s go ahead and get started. It’s your Life university because of chiropractic as well as in private practice in Alpharetta, Georgia, I’ve been doing cultural competence for about 15, 20 years now, a lot longer, um, having been a trainer in cultural competence when I worked for the South Carolina department of health and environmental control. So our goals for today are first to figure out how to become culturally competent. And secondly, the understand conscious and unconscious bias. All of these are part of becoming cultural competent, so how to become culturally competent. That’s something to consider in our world that is diverse and ever-changing. So we want to talk about how we, as doctors of chiropractic can be culturally competent as a review, we talked about culture and that culture is actually the whole person.

Every individual is made up of their own culture. The culture includes the food. They eat the holidays, they celebrate the clothes that they wear, the things that they believe in their idea of modesty, their social, economic status. All of that is part of a person’s culture and everyone has their entire separate culture. So how does one become culturally competent? Well as a doctor of chiropractic, the definition for cultural competence in health care is someone that understands the importance of both social and cultural influence on our patients. How would they think believe how they’ve been raised in their experiences affect their understanding as well as their commitment to being under chiropractic care.

So becoming cultural competent is not learning all the cultures of the world. I had someone telling me that one time, who has all the time to learn all the cultures of the world, but that’s not what cultural competence is about. Becoming cultural confidence is first actually thinking about evaluating yourself. So evaluation is a big part of cultural competence. You have to evaluate yourself and determine who you are in order to become culturally competent onto the next slide. So again, being culturally competent is again, understanding firstly, this is a learned behavior. You’re not born culturally competent. That’s something you also have to teach yourself and learn through your own experiences. But again, first understanding your own culture, who you are. And then also honestly, and, um, deep determined to understand your biases, both conscious and unconscious biases, because we all have them as well.

So for example, if I look at myself, I know that I am like everyone else is a multiplicity of culture and experience. I’m a black female. I, um, I’m an, my family were immigrants. Uh, I currently teach at life university. I’m a born again, Christian. Um, I call myself an American because of my Caribbean background, as well as growing up in the United States. Um, I’m a chiropractor. My experiences have been things such as I’ve experienced racism. I was very sexism. Um, I lived through nine 11. I lived through seeing the Rodney king, um, uh, the Rodney king beatings and even the OJ Simpson trial things that have been part of my experiences that make me who I am that make up the multiplicity of my culture. So in order to become culturally competent, you have to first think about who you are, just what, who, who are you and what were your experiences that have actually shaped you?

Things that you’ve experienced over your many years as a person on this earth? So that’s one part of being culturally competent. So once I know who I am, then I can want to the next indication for cultural competence. So let’s first talk about bias because I have to understand both conscious and unconscious bias. Now bias is an inclination or prejudice for or against one person or group, especially in a way that is considered to be very much unfair. So we talk about being biased biases that we’ve developed over time. They can be divided into two types, both conscious and unconscious bias. Now conscious bias and things that you’re conscious about, right. Biases comes from various things, such as what we’ve experienced as we’ve grown up as children. Um, things that have happened to us in our lifetime of beliefs, from our families, our religious beliefs, um, things that we see on social media, things that we read in the newspaper or watch on TV.

These things actually shape our biases because again, children are not born biased. Children are born just to, as a clear slate. And as we grow older and we have these experiences on lives and come in contact with all this other type of media and influences, that’s what shapes our biases. So that’s where bias has actually come from now, unconscious bias and things we don’t really think about. It’s the way about our brain kind of organizes things. We’ll get more into that we can have. What’s called an affinity bias where we feel connected to people that are similar to us. So we have specific connections to them. So I’m a Jamaican. So I may have affinity bias for other Jamaicans, um, there’s perception, bias, stereotypes, and assumptions that we make about different groups, things that we’ve, we believe about different glues, oops, we call that perception bias.

Then there’s also the halo effect where we actually project positive, um, characteristics on people that without even knowing them, because they look a certain way or they come from a certain place that we kind of project these positive types of attributes on them that may not actually be for that individual. And then there’s confirmation bias. The bias that comes about by wanting to confirm things that I already believe. So I only enter conversations or talk to people that confirm the things that I believe I don’t go outside of what I believe, because I just want things to confirm my beliefs cause my, all my beliefs are correct and they’re right. So the different types of biases, and these are what we call unconscious biases, conscious biases are things like I like, um, um, chocolate ice cream over vanilla ice cream. I’m consciously making that choice, but unconscious bias biases all a little bit different than more ingrained.

The fact is biases can also form because of stereotypes and stereotypes or biases that are often begin, but how biases actually begin. So are stereotypes about a person or a thing or a belief about an individual, even if it’s not, or members of a particular group, even if it’s not accurate based upon our experiences or what other people have told us, we formed these types of stereotypes that can influence bias. For example, um, when we form stereotypes, we actually become very, um, over gender generalization, we put our, our stereotypes on everyone in a particular group or a particular country. We put the same stereotypes and attribute them to everyone that fall under that particular headache. For example, if I believe that people of advanced age, um, were very slow and unskilled and couldn’t do things like learn how to use a computer. And I make that general statement, um, maybe I met one person or one, um, old elder person who could not do that.

But that knowing that one person I over-generalize and say, all people of advanced age are unable to, um, quickly think or to adapt to technology or they’re slow thinkers or things that does that. So I’ve made one stereotype, maybe from one person that I have known that had that characteristics, but I’ve over generalized it and attach it to everyone that looks similar or everyone who was at advanced age. I say, they’re all unable to think quickly and adapt to new technology things such as that, which is definitely wrong because there’s no way that I can know every person of advanced age in this world. So I over-generalize that characteristic or that becomes a stereotype on the, upon those people. So in other words, if we’re not sure how we feel about people and how we think, um, I mean, I love to talk about this because people say, well, I’m not, I’m not biased. I don’t have those issues. Um, I like everybody. I love everybody. And that sounds great, but I’m going to do a quick exercise. I want to ask everyone to go with your gut feeling on the next five images that are about to be shown and think it fits. All right. So again, just go with me on this. All right. Image number one, is this person honest, lazy, hardworking, or manipulative?

They mentioned. Number two, is this person honest, lazy, hardworking, or manipulative? Choose one image. Number three, is this person honest, lazy, hardworking, or manipulative image? Number four, is this person honest, lazy, hardworking, or manipulative Image? Number five, is this person honest, lazy, hardworking, or manipulative?

Now that’s just a quick evaluation exercise. A self-evaluation actually. But when you honestly think about it, I’m looking at these five slides. You quickly can make judgements and answer those questions with your gut before you actually know these people. And it’s easy to do that. And I always get scary how easily it is to come to conclusions about people just based upon what they look like, or how they dress, or I see them. It’s amazing how our brain automatically draws specific conclusions. And those are part of our unconscious biases. Cause our brains use that to categorize all the information that we get in and get in this world as we just live in this world. So again, I would like to reflect on that and it always surprises me how easy it is to draw conclusions and make assumptions of people just by looking at them and having no other information about them.

Again, this is a phenomenon of our brain, our brain unconsciously, um, um, co categorizes inflammation. When you think about living in this world, the human brain has to actually deal with 11 million pieces of information every second, that’s a lot. And that’s all just from our senses eyes, nose, what we hear, what we see, what we smell and out of all of that information that comes to our brain to have to categorize and organize only 40 pieces actually are what the brain actually takes in per second. So 11 million things coming towards your set, coming from your senses towards your senses and only 40 with your brain actually has time to categorize and organize. So not a matter how well-meaning we are and saying, well, I’m not a biased person. I don’t, I don’t bias my bias against certain races or genders or height. So wait. So things like that, our brain uses that to organize how we relate to the world. It categorizes things and biases, unconscious biases are part of that catalog categorization process.

So when we think about becoming culturally competent, one thing in order to become cultural competence, you have the first is understand that the origins of where our biases actually come from our experiences, the things we’ve seen in our lives, and these we’ve been exposed to in our lives. We also have to choose to set our biases aside, especially when it’s important to be fair and impartial. And when we’re working with our patients, we’re making decisions and choices. We want to be fair and impartial. We have to actually consciously set our biases aside. Once you realize that we do have them, and then we have to utilize, um, so many different things, such as trainings and making opportunities to meet people and find out different things about different cultures, actually put ourselves in a position where we can actually interact with people from different cultures. So we can understand that these biases aren’t true, that these biases are things that came from what my mother said or what my father said or experience I had with one person in this, um, in this group years ago when I was a child. So you have to definitely utilize opportunities for training and education to retrain your unconscious biases, retrain your brain, to see things differently.

So for example, when it comes to biases and comes to culture, never assume for one thing that people who look alike are share, or have the exact same culture. I have a lot of friends who are Asian and they’re all very, very different. So I never make the assumption that this person from Singapore is the same as this person from Taiwan. I have to definitely never make those assumptions. So when it comes to culture and being culturally competent, never assume it’s better to just respectfully ask people love when you ask them about their cultures and want to tell you more about who they are and the things that they’ve experienced that sets up relationships and allows us to become a bigger part, this entire diverse world that we live in. So again, when it comes down to culture, never assume that again, people that look the same have the same culture, it’s better just to respectfully ask when it comes to being culturally competent, it means understanding that one size does not fit all. So again, not making assumptions that people that look the same are the same patients that come from the same communities may have very different values. Patients that come that have the same racial group may have definitely different experiences. So never make those assumptions. One size does not fit all when it comes down to our patients and becoming cultural competent, culturally competent chiropractors.

So cultural competence is actually a continuum. You actually start and continue to grow. You start from a place. And again, hopefully no one has started from a place of cultural destructiveness where you believe in things like forced assimilation, like what happened to the native Americans back in the 18 hundreds in our country’s history, when they were forced to assimilate the mainstream society’s culture, and you go from cultural, um, click, you go from cultural destructiveness to cultural incapacity, where racism is maintained by and by the dominant culture. So stereotypes are believed to be true and racism continues to be maintained by the dominant culture, similar to things such as the Jim Crow laws or the, um, um, slave laws and slave codes back again in the 18 hundreds, early 19 hundreds.

And you get to a place also what we call cultural blindness, where, you know, I don’t see differences. Everyone is the same. I don’t see anyone as different. I treat everybody the same. Most people say this, but because biases are unconscious, we really don’t. We need to understand that that is not true. We can’t just say we treat everyone the same. It sounds great, but it’s not true for the majority of individuals. We can get to a place of being pre a cultural pre competence, where we actually explore the issues and start to think about how culture and culture culture relates to our practices are our lives, our life, our communities, things of just like what we call pre competence. And we get to cultural competence. We’re actually looking at that information differently. We’re actually seeing and trying to draw information from people of all the cultures.

So we can ourselves, um, get destroyed some of our biases and stereotypes, and actually work together in a larger community. Um, being culturally competent that we try to actually employ people that are unbiased. And we start looking for more and more people who are more rounded as far as how their view of society actually is. And then there is what we call cultural proficiency, and that’s a long way away. In most cases, I’m still striving toward cultural proficiency or I’m actually doing research and bringing on more viewpoints, understanding how to use that, to shape how I work in my practice, how I teach my classes, things such as that that’s cultural proficiency. And again, that’s a work in progress. So cultural competence, we don’t start off with just get there overnight. We have to determine where we are on the continuum and work towards cultural competence. And hopefully I’ll have to cultural proficiency as well as we grow as human beings.

So being the cultural competent chiropractor for me to say, I’m a cultural competent chiropractor that I’m someone that will first acknowledge my own culture. I’m also going to acknowledge, um, that I have biases that are both conscious and unconscious and recognize those biases. I’m going to strive to respect other cultures. And I’m also going to educate myself about the culture of the communities that I serve since things such as health disparities in my community. How can I reach my socially, um, socioeconomic communities that are more impoverished than my community. I’m going to research and find out more about that as a, as a cultural competent chiropractor, I’m going to refuse to stereotype or profile individuals before I actually get to know them. I’m not going to wait for get my assumptions or my conscious biases, um, affect the way I treat people. And I’m going to try to be fair when I have to be in all cases impartial.

When I meet people for the first time before I start making assumptions based upon stereotypes, I’m also going to be making a concerted effort to serve outside of my community, not just in my neighborhood and the community where my practice is, but what about these other communities? How can I reach those other communities and tell them what chiropractic is and how can I help those in those areas, become people who car become better, healthier people because of chiropractic. And also if I’m a culturally competent chiropractor, I’m not going to be afraid to ask questions. When I meet people from other cultures, I’m going to respectfully ask so I can understand, and definitely not, not use unconscious biases to, um, judge these individuals, but definitely ask questions to find out more about them. And then if I want to be culturally competent, I’m going to continue to self assess myself. Am I getting there? What am I, what are the differences between now compared to where I was before I’m going to take self-assessments and just judge myself so I can see how I’m learning to be culturally competent with my community and the other communities that surround me as a chiropractor.

So that’s all for now, as far as becoming culturally competent as a doctor of chiropractic. And on next episode, we’re going to talk about how to apply cultural competence to our practice, and then what’s next after that. So I have some more information to share with you as always. It’s a pleasure to talk to you. I hope you think some sincerely about this topic. I want to thank you for all of your time, and I’m definitely want to thank ChiroSecure for allowing the segment have a great day.