automatically saying that, number one, you're the best office, you're the safest office, and then you promise all these different procedures to a new patient, and you go into that office and these procedures aren't done, that's going to get a person to start thinking. Again, the doctor today, even though how busy he or she is, has to also take a responsibility for all the things they do from a public relations point of view. I think whoever made the comment is that we don't see gynecologists doing things or whatever. My concern is that chiropractors always want to give love and service. They forget there is the safety business aspects. I say there's two hands. The right hand is love and service, but the left hand is the legal and the business. Monitoring what you put out in your publications, in your in-office newsletters, on your website, you constantly have to be aware of how you're communicating and the different audiences there are. I would definitely caution the doctors to make sure they know what's being put out under the clinic's name or their name. I would also have, like Mr. Salvucci said, I believe, or someone else said, "Have your staff ask you a question." Anything that I tell doctors to put out, I say, "If you're going to write your Yellow Pages ad, most doctors write their Yellow Pages ads for other doctors, like my ads bigger than yours." I say, "Take that Yellow Pages ad, show it to your staff, show it to your family, and see what they have to say because they'll approach it from a different perspective. Between your Yellow Pages ads, your websites, your office newsletters, how you present." I always tell doctors to have a 1-minute explanation of chiropractic because you're going to be asked in maybe a line at a grocery store, a 5-minute explanation of chiropractic because you're going to be asked that at a cocktail party, and then you need a 30-minute explanation if you're going to a public setting where you're giving a presentation. I call it my 1, 5, and 30. Then, know your media that you're using. Thank you. I want to go around and ask for a final thought from each of you, starting with you, Bill. Whether we hear it on an everyday basis from the public or not, it is out there about strokes and chiropractic, and we will see more articles show up. We'll see more media presentations about it at some point. I was always taught better to address it on the front end so that people don't just disappear and you never know why they disappeared. If you address it, and as you said, doing it from a good communication perspective, not in an emotional point of view or defensive posture, you're going to be so much further ahead. Can you give us a final word on any thoughts to leave the viewers with? I think what we're really talking about here is being prepared, and that's what a program like this, of course, is designed to do, but being prepared so that you are not feeling like you're in an ambushed situation, very, very helpful. I think it's just part of a much larger conversation, which could be summarized with the idea of expectation management, if you will. This is about setting up the appropriate expectations at the very beginning of the relationship, volunteering information so that you tell them what's going to happen, you do it, you told them what's happened. It is the fundamental way of building trust, and that's really what this conversation is all about.
Dr. Hoffman:
Wm. Esteb:
Dr. Hoffman:
That's excellent. Dr. Clum, any final thoughts on this from you?
Dr. Clum:
Thanks, Stu. The first is you can't disprove a negative, so don't try. The second consideration is while you can't disprove the negative, you can augment the discussion
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