What Patients Really Care About (Hint: It's NOT Insurance)
Many new cash based chiropractors make the mistake of thinking that patients only care about using their insurance. While that may to true in a minority of people, most simply want answers to one question.
“CAN YOU FIX MY PROBLEM?”
If they trust that you can fix their problem, they will be happy to pay cash for your service. The key word there is TRUST. Remember, at the time a potential client reaches out to your clinic you are essentially a stranger. They don’t know you vs. the insurance based clinic down the street. Instead of hyperfocusing on why you don’t take insurance, a better approach is convincing them that you’re the best clinic to solve their problem. This is done in two steps.
Understanding Their Problem
First they need to know that you truly understand their problem. For most, it’s not just about pain. But how that pain is impacting their life and the concerns/worries this creates. This is why asking the right questions is so important. Diving deeper into their concerns and goals will help you understand what they are really looking for.
You Are The Best Person To Solve Their Problem
Once they feel comfortabe you understand their problem, Assuring them you see this problem all the time, providing testimonials of people like them that you’ve helped, articles you’ve written on the topic all help build trust and authority that you’re the right clinic for them.
When a patient TRUSTS that you’re the best clinic to solve their problem, they won’t be so concerned with insurance. They will feel more comfortable spending cash to work with you. So as you build your clinic systems, think of ways you can build and develop TRUST with your new patients.