Confused Patients Won't Buy

One of the lessons I learned early on in my career as a cash based chiropractor is that, in general, people HATE spending money on their health. They would much rather go on vacation, buy a boat, or go out to dinner than invest in a program to improve their health.

Which means you, as a cash based chiropractor, have to limit reasons a new patient might say ‘no’ to your offer. One easy way for a patient to say no to your program is when they are confused by what you’re offering.

Confused patients won’t buy. Just like any other major purchase, patients considering your programs want to know EXACTLY what they’re getting. If it’s not crystal clear they will start to feel uncomfortable and look for an excuse to say no. Limiting confusion is simple. Make sure that your report of finding answers the following questions.

• How Many Visits To Fix My Problem?

• How Much Will It Cost?

• How Do I Pay?

Common mistakes I see that create confusion in new patients are not clearly stating how many visits your recommending, not clearly discussing the price of those visits, and not being clear on ways to pay. When presenting your program to patients you want to keep it as simple as possible. To avoid confusion I recomend keeping your offers simple.

• Two Visit Types (Example: 30 Minute and 60 Minute Appointments)

• Three Packages Based on Average Number Of Visits (Example: 8, 12, or 24 depending on their condition)

• Three Ways To Pay

• Visit To Visit

• Packages

• Monthly

Patients are also much more receptive when they can SEE the offers in front of them. Which is why I also recomend putting all of this information onto a 1 page sheet of paper they can look at. The images below is what I use in my clinic when presenting my programs to new patients:

Don’t give a patient a reason to say no. By being crystal clear in your recommendation and offers you will drastically increase the liklihood of hearing a yes to your program.