A Message:

From Dr. Shelley Simon

Magical thinking — the belief that one has greater power over external events than one actually does, that thoughts alone can influence reality — abounds today. In some circles it is enthusiastically endorsed and encouraged. The recent (albeit short-lived) obsession with the book and DVD "The Secret" is a good example of how much we’d like to believe that we control the world around us. To be sure, there are many elements of our personal and professional lives that we can and should control, but we don’t influence external events — positive or negative — with our thoughts alone.

There is nothing wrong with being optimistic, maintaining a positive attitude, and using affirmations. But action must be part of the equation if you expect to see results. For example, you can visualize your practice bursting at the seams with loyal returning patients and a steady stream of new ones, but it’s magical thinking to expect success based only on holding that vision. You create abundance in your practice and your life by being clear on what you want, working toward your goals, measuring your progress along the way, and repeating what works. When you rely on "the universe" to deliver the goods, it’s impossible to know which of your actions and behaviors are working and which ones are not working.

In this issue of Practice Your Way I’m pleased to present a case study of one of my favorite clients, Dr. Elliot Eisenberg. His story demonstrates how letting go of magical thinking and someone else’s definition of success and relying instead on his own intellect, ideas, critical thinking, and pragmatism resulted in a very different — and more enjoyable — chiropractic practice.

Case Study:

Reclaiming Meaning and Satisfaction in a Patient-Centered Practice

The client: Dr. Elliot Eisenberg has been a chiropractor since 1981 and has practiced in the same location in Richmond, Virginia since 1984. In 2000 he doubled the size of his office suite and recruited two different associates, neither of whom turned out to be a good fit. “I decided I’m done with associates,” says Eisenberg, who now employs two full-time staff members and three part-time massage therapists.

The issue: Eisenberg had been engaged with a chiropractic management organization for about ten years and had attended countless seminars sponsored by the company. At first, the system worked for him, but eventually Eisenberg became disenchanted. “During the last three years of my association with them I stopped growing,” says Eisenberg. He left that organization about five years ago and knew at the time he’d made the right decision. “I had so much seminar jargon in my head and I’d started to feel worse about myself instead of better. It took me about a year and half [after leaving] to realize that I had good ideas of my own,” says Eisenberg.

However, while his practice was stable, Eisenberg was no longer enjoying his work. “I didn’t like getting up to go to work. After 23 years, I thought I shouldn’t have to struggle this hard, that things should be this way and that way and all come to me,” he says. Eisenberg considered leaving the profession altogether, but could not think of what me might do in his mid-50s to support the lifestyle he enjoyed.

Around this time he became aware of Dr. Shelley Simon and was intrigued by her education and multifaceted background. “She’s not some chiropractor who at one time had a big practice and wanted to sell you her ideas,” says Eisenberg, and after a telephone consultation hired Shelley to help him.

The process: Eisenberg initially signed up for a six-month coaching program that included bi-weekly telephone sessions and exercises, or “homework,” between appointments. “I always make notes between sessions of what I want to talk about,” says Eisenberg. One aspect of the coaching process that Eisenberg particularly appreciated was that he was held accountable to take action steps related to marketing his practice.

The outcome: As a result of coaching, Eisenberg has changed his approach to promoting his practice and to how he interacts with patients, both of which make him feel more confident and proud of his work. On the marketing side, he’s learned that it’s “bogus” to meet new people and immediately tell them he’s a chiropractor and try to coerce them into coming to his office. “Everyone is tuned into station WIIFM – what’s in it for me?” says Eisenberg. Once he understood this simple concept at a deep level, Eisenberg changed his approach and worked toward developing relationships before jumping into marketing mode.

This less aggressive manner turned out to work well in the examination room as well. “When I do an initial consultation, I listen very carefully to the patient and at some point during the conversation make sure to ask them directly what they want out of care. I find out and then tailor make [a treatment plan] for them. I may see someone six times or fifty times,” says Eisenberg. This practice style, he says, makes patients trust him more readily because they sense he has their best interest at heart.

Eisenberg has intentionally branded his practice in a way that matches his approach to patient care. He has new brochures and an updated website that are congruent with his brand and how he approaches patient care. “My mission statement used to be this long, convoluted thing,” says Eisenberg. Today his mission statement is simply, “Help people feel better, function better, and enjoy life more.”

Richmond’s city magazine publishes an annual “Top Doc” issue. The first time they included chiropractors, Eisenberg was selected for the honor. He attributes this in part to his newfound collaborative approach to patient care. “I work in partnership with medical doctors, patients, and anyone who wants the greater good for everyone involved,” he says. “Compliance is always an issue, but patients follow my direction better now. If they miss an appointment I don’t beat them up about it. I’m not the disapproving father anymore and patients respond well to that,” says Eisenberg.

One significant benefit Eisenberg has gained from coaching is that he is more self-aware and manages both his emotions and his behavior more effectively. “I used to do affirmations,” says Eisenberg. “I am this and I am that. It got to the point that it was rote and I didn’t believe it.” Today Eisenberg takes a more reality-based stance to personal and professional development. He’s changed his “self-talk” to statements like “I’m striving toward this,” and “I appreciate the fact that I can work toward that.” Moving beyond magical thinking has helped Eisenberg see his practice more clearly and make more effective decisions.

Being human, Eisenberg isn’t without an occasional lapse in confidence or tendency toward frustration. “I’m disappointed in the chiropractic profession leaders,” offers Eisenberg as an example, noting that the change in the percentage of people seeking the care of chiropractors has not increased significantly over the past couple of decades. “I can get angry about that and visit with those feelings, but I don’t live there, I don’t dwell on it.”

Eisenberg has been a client for one and half years and plans to continue the coaching relationship for the foreseeable future. “Even my wife says I can’t afford not to,” says Eisenberg. “The value I get from working with Shelley is far greater than the fees I pay. She holds my feet to the fire and has been a great help in my practice and personally. It’s not a chore to go to work anymore. I’ve reclaimed my appreciation for practice and plan to continue working for many years. I need to be with patients. I enjoy having an impact on their lives.”

An Opportunity:

Are You Ready for Coaching?

Interested in achieving a new level of practice success and enjoying going to work again? Are you ready to set aside magical thinking and playing “follow the leader” and tap into your own best ideas instead? Would you like to have more authentic relationships with your patients and staff? All of this is possible with focused one-on-one coaching. The first step in deciding whether coaching would be effective for you is to request a complimentary, introductory consultation. When you schedule this session online you’ll be asked to answer several through provoking questions as a way for you to: (a) become clear on what your most pressing issues are; (b) think about what you would like to get out of our conversation; and, (c) convey to me how I can best help you. To request your consultation, please click here.

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