Scripts are Secondary in Your Chiropractic and Healthcare Practice
- Ed Petty
- Aug 12
- 3 min read
Why Scripting Can Fail and What to Do about It
A “script” is a pre-written set of phrases, questions, or responses that the staff or chiropractic doctor are trained to use during patient interactions. They can be literal word-for-word, or structured outlines for handling typical scenarios.
Scripts, like procedures and policies, help us stay on track. They are helpful for new staff, but even the pro’s can go astray. A fast review of the “best practices” for what to say to patients can help keep your practice running smoothly.
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BUT…a script will never take the place of a person.
There first has to be a connection. The connection must exist before the words.
Consider radio. Radio waves are transmitted along a certain frequency. This is the carrier wave or carrier frequency.
Then, this frequency is modulated, as in old fashion analog radio, or includes digital information as in modern radio. This creates the music or words you hear.
But first, you need that carrier frequency or carrier wave.
If you don’t have that…you got nothing!
CREATING THE CARRIER WAVE IN YOUR CHIROPRACTIC HEALTHCARE PRACTICE
A few years back I had, what I was told, a small dot of skin cancer. It was from my years of heavy sun exposure, wasn’t a big deal, but why not get it cut out? It was a simple procedure, so I agreed.
When I visited the doc again, he walked into the room and exclaimed, “Did you have your surgery? I can’t tell!” I am sure he had said this a million times before. In other words, it sounded canned. I didn’t buy it. He sounded fake.
But I am sure it was one of his “scripts” he said to patients because he felt it made them feel better. It was a good line, actually, but it was delivered with no connection.
The first rule, then, in communication is: don’t be fake. Be authentic. Be genuine.
And how do you do this?
By seeking to understand the other person. Don’t be so rushed that you can’t take an extra 3.5 seconds to ask that 2nd or 3rd question
Just be genuinely interested in the person. You can always find something interesting about people.
You want them to feel recognized and respected for who they are. This is the first step to patient care.
Doing this creates the “carrier wave” upon which your best verbiage can travel.
Scripts are useful. They keep the communication on track and the patient-doctor process moving in the right direction.
But without first connecting to your patient or prospective patient, anything you say won’t be fully registered. And in turn, they likely won’t feel anything they said was fully heard – or cared about.
When this happens, your "first visits" won’t convert to new patients. Your patients won’t follow through with their care plan, and they won’t refer.
So, every couple of months, review your scripts and practice them with your team. Role playing shakes off the barnacles. And have some fun with it. For example, do a report of findings as if you are bored or agitated. Answer the phone overly exuberant, or very glum!
Use scripts, or outlines of what to say, to keep the patient moving forward.
But first, be genuine and interested in the person in front of you.
Ed
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