Allow Yourself to Be a Beginner

Overview

What does "being a beginner" mean in terms of starting your own practice? What does this mean about the type of patients you attract?  How will you convey what you can and can't help with?  How can you help new clients understand the realm of integrative lifestyle-based medicine?

The Benefits of Being Cash-Based

Oftentimes, when physicians are starting out, they are intimidated by charging patients cash prices for their services. What I help physicians do is create a cash-based membership. This model is excellent and allows physicians to not only provide exceptional value in terms of longer appointment times, but also add potential classes or visits, additional resources, and bring other providers on board such as therapists, health coaches, and more.

You know that when it comes to lifestyle-based medicine, we are usually having our patients adjust behaviors and modify many things that they may need a lot of support with. Insurance doesn't cover a lot of these things. So, we have to charge cash prices. 

Important Reminder...

Sometimes you may feel that you have to do EVERYTHING since your member/client is paying cash, usually a monthly membership price. You may hesitate to refer out. Do not hesitate! You are not devaluing your services Your patient is paying for your expertise, and that includes who you may refer them to in order to optimize their health and wellness.

Transparency is Key

I want to be very clear about this. You must explain the scope of your expertise from the get-go. Be crystal clear on what you treat and what you don't treat, being extremely transparent about that in the very, very beginning. Display fill-disclosure from your initial discovery call, which provides a beautiful opportunity to understand your patient and allow your patient to understand you. For example, a patient might come in asking for hormone replacement therapy. This is where I would tell them that this is technically something I am not comfortable treating but that I can look deeper into their symptoms whether they be fatigue, insomnia, IBS symptoms, etc. I can help them optimize their hormone health, but I would have to refer out if they are seeking hormone replacement therapy. Be clear on exactly what you are comfortable treating.

Your patients need to know that you might be referring out, and I always tell patients, for example, "In this journey of uncovering things, I might find that your stool analysis, for example, indicates a GI referral, or we might find things on your labs that need an endo or cardiology referral." Your patients just need to know that you are not going to be their be-all end-all for all the things that might potentially come up for them. Manage expectations right away to alleviate this pressure.

You're not omniscient. And that's okay. 

Avoid thinking you have to know it all. Yes, you will continue to educate yourself. Yes, you will get stronger in your practice. Yes, you can always expand what you treat later. But the pressure to be omniscient ("all-knowing") is absurd!

In fact, I would think the idea that a doctor should know everything is indeed a toxic thought!  You do not have all the answers. You are not expected to have all the answers. You are permitted to say, "I don't know." Allow yourself that. Never let this toxic thought that you have to know everything stop you from seeing new patients.  You may not yet know how to perfectly treat every single symptom, but you still have a depth of value and unique ways that you offer treatment to patients.  (Note: And if you haven't watched my video about value, DO IT! It will give you more of the verbiage and the construction of how to really convey what you offer -- because no matter what you offer, it is extremely valuable because you created it and you're doing it and there are patients who want exactly what you're offering!)

Satisfied Customers

When patients get upset about things, it's oftentimes because they may have felt misled. They may have not understood expectations. So, again, be clear. Always. 

Keep in mind that you always have the right to say goodbye to a patient. I've ended memberships with patients if, for example, I uncover something that I don't treat. The right thing to do at this point is say something along the lines of, "We're kind of at the end of our road because this is not something I have treated. You have two options. You can either continue on with me and we can keep going with these foundational pieces and lifestyle features, and you can see Dr. _______ for upper level treatments, and we can move forward together. OR, we can stop our membership and part ways and you can move on completely with Dr. _______." 

I have always had good goodbyes with any patients that I discharge or move on from because they know I have their best interest in mind.  From the beginning of your practice, from your first discovery call, build those strong and trusting relationships with your patients. The results will be a lasting member or even a "good goodbye" at some point. And both are great.

Be Confident!

There are many areas of treatment where you are comfortable and feel particularly knowledgable, right? So stay locked in to those strengths and really increase that value of your practice in those particular areas. As you get more confident and you learn more, you can always continue to expand out. Don't get intimidated when you hear other physicians talking about treating things that you may not know how to treat, or maybe you don't have those resources. Instead, start making a list of those "intimidating" physicians so that you can refer out to them! This also adds value. Then, you can say to your patient, "That's not something that I do, but I have this colleague who specializes in it, and that is what they enjoy. Reach out to them..."  This will build trust all around and should make you feel MORE, not less, confident in what you are offering. 

In Conclusion

Whether you are a beginner, have yet to begin, or are a seasoned practitioner, always remember that you need to be transparent with every patient that walks through your door or picks up a phone to call you. I encourage you to say, "I don't have all the answers. We may uncover things that I don't treat. BUT, I'm part of this greater network, so I will be able to get you in touch with whoever we need along this journey for you." 

You are valuable, and you are unique in what you offer. Your expertise is valuable, and you don't have to know everything. Your membership is valuable, and you add to it with referrals.  

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