CTCP MODULE 5 - Professional Communication
Brisbane, QLD, Australia
With Matthew Long and Anthony Nicholson
Chifley at Lennons
66 Queen Street Mall
Brisbane, QLD
Tel: (07) 3222 3222
• TWO intensive-days of highly relevant training
• Convenient Saturday / Sunday format
• Comprehensive workbook available in convenient .pdf format
• An audiovisual presentation like no other
• Practical information that you can use no matter what your technique
• Journey into greater clarity and certainty over 2 inspiring days
CTCP MODULE 5 - CONTENT OVERVIEW
Being a professional involves more than simply doing a good job. You must be able to communicate the nature of what you’re doing and the benefits of your unique skills if you want to gain greater influence. But influence is a rare commodity and you need a thorough understanding of human behaviour if you want an opportunity to demonstrate your professionalism.
This Module is all about building referral relationships that form the cornerstone of professional practice and a truly sustainable health care business. You may not think of yourself as a ‘brand’, but you should. A brand is a powerful way of standing for something meaningful and it has one critical purpose - to build trust. Almost all decisions in life are made emotionally. And if our emotional response to a situation is that it doesn't ‘feel right’, then no amount of left-brain cognitive data is going to win out. If another practitioner is going to refer their patient to you they must place their own credibility on the line to endorse you, and this is not a decision that they undertake lightly. Unfortunately, it is very difficult for others to judge you in an objective way and it is a painful truth that you will be judged more by your presentation than by your qualifications.
Of course, your presentation incorporates many levels. It starts with your practice name, your logo and your letterhead. After this, it encompasses how you communicate and ultimately how you express yourself. You will learn to use language as a vehicle for building trust and it will give you an opportunity to define what you do. Your words allow you to make finer distinctions and create compelling arguments that will support your clinical decision making and the care of your patients. This Module will take a long hard look at how your present yourself to the general public and to the wider health care community. It’s an exercise in fashioning and refining your image.
Sending a report to a medical practitioner for example is a relatively easy task and is not particularly nerve racking. After all, the the other practitioner is not able to ask questions or challenge your conclusions. But once you elect to present yourself on the telephone, you open yourself up to candid observations and potentially difficult queries. As such, you must become familiar with, and adept at answering, the objections that a concerned medical practitioner may raise. This Module will help you to understand the sort of questions that you may be asked, and give you the most appropriate answers. Because ringing a medical practitioner is critical to forming any sort of relationship with them. Even if you present yourself well with your first report and pique their interest, you cannot solidify a relationship without becoming ‘real’ to them. Success in any professional endeavour in life hinges upon building personal relationships.
Chiropractic ‘marketing’ is often portrayed as the latest brochure, wall poster or ‘script’ that will help your patients understand chiropractic and follow your recommendations. However, this is not actually marketing. These ‘props’ are simply part of a ‘sales’ process. True marketing is not about gimmicks or fancy new ways to educate your patients, it’s about finding out what they really want, need and value. And the best way to do this is through the clinical encounter. Learn how to tailor all of your communication so that it is tightly focussed upon your patients, their problems, their fears and their needs.
Being a professional involves more than simply doing a good job. You must be able to communicate the nature of what you’re doing and the benefits of your unique skills if you want to gain greater influence. But influence is a rare commodity and you need a thorough understanding of human behaviour if you want an opportunity to demonstrate your professionalism.
This Module is all about building referral relationships that form the cornerstone of professional practice and a truly sustainable health care business. You may not think of yourself as a ‘brand’, but you should. A brand is a powerful way of standing for something meaningful and it has one critical purpose - to build trust. Almost all decisions in life are made emotionally. And if our emotional response to a situation is that it doesn't ‘feel right’, then no amount of left-brain cognitive data is going to win out. If another practitioner is going to refer their patient to you they must place their own credibility on the line to endorse you, and this is not a decision that they undertake lightly. Unfortunately, it is very difficult for others to judge you in an objective way and it is a painful truth that you will be judged more by your presentation than by your qualifications.
Of course, your presentation incorporates many levels. It starts with your practice name, your logo and your letterhead. After this, it encompasses how you communicate and ultimately how you express yourself. You will learn to use language as a vehicle for building trust and it will give you an opportunity to define what you do. Your words allow you to make finer distinctions and create compelling arguments that will support your clinical decision making and the care of your patients. This Module will take a long hard look at how your present yourself to the general public and to the wider health care community. It’s an exercise in fashioning and refining your image.
Sending a report to a medical practitioner for example is a relatively easy task and is not particularly nerve racking. After all, the the other practitioner is not able to ask questions or challenge your conclusions. But once you elect to present yourself on the telephone, you open yourself up to candid observations and potentially difficult queries. As such, you must become familiar with, and adept at answering, the objections that a concerned medical practitioner may raise. This Module will help you to understand the sort of questions that you may be asked, and give you the most appropriate answers. Because ringing a medical practitioner is critical to forming any sort of relationship with them. Even if you present yourself well with your first report and pique their interest, you cannot solidify a relationship without becoming ‘real’ to them. Success in any professional endeavour in life hinges upon building personal relationships.
Chiropractic ‘marketing’ is often portrayed as the latest brochure, wall poster or ‘script’ that will help your patients understand chiropractic and follow your recommendations. However, this is not actually marketing. These ‘props’ are simply part of a ‘sales’ process. True marketing is not about gimmicks or fancy new ways to educate your patients, it’s about finding out what they really want, need and value. And the best way to do this is through the clinical encounter. Learn how to tailor all of your communication so that it is tightly focussed upon your patients, their problems, their fears and their needs.
