In the chiropractic world, perception is important. How you present your practice and yourself can significantly influence how potential patients view you and the services you offer. Chiropractic practices generally fall into two categories: those seen as part of a wellness spa experience and those perceived as a professional doctor’s office focused on diagnosis and treatment. While both approaches have merit, one key aspect can enhance your professional image—using your last name in your title.
The Role of Perception in Chiropractic Care
First impressions matter. A practice named “Sunshine Wellness Center” suggests relaxation and self-care, positioning itself for personal services like massages. In contrast, “The South Florida Spine Clinic” conveys professionalism and expertise, hinting at a focus on diagnosis and healthcare outcomes. This distinction is crucial because it shapes patient expectations and trust.
Similarly, when you use your last name—like “Dr. Goodman”—you assert professionalism and credibility. This simple choice influences how both current and prospective patients perceive you.
Building Trust Through Professionalism
As a chiropractor, you have invested years in your education and training, and you should be recognized for that effort. Using your last name emphasizes your status as a doctor and reinforces the credibility of your practice.
Consider the impact of introducing yourself as “Dr. Goodman.” This establishes authority and fosters trust. Patients often feel more secure when they know they’re being treated by a qualified professional rather than just a “nice guy” or “friendly gal.” This perception can be particularly crucial when delivering sensitive information or treatment plans. A patient is more likely to take your recommendations seriously when they come from “Dr. Last Name” rather than simply “Dr. First Name or Dr. Lisa.”
Consistency in Communication
Another significant advantage of using your last name is the consistency it brings to your practice. In my clinic, all doctors are referred to by their last names, emphasizing our commitment to professionalism. This approach ensures that every interaction with patients maintains a professional tone, whether it’s verbal or written.
When staff members communicate using titles like “Dr. Goodman,” it reinforces trust. Patients should feel confident in their choice of chiropractor, and consistent use of titles enhances that confidence.
Balancing Warmth and Professionalism
Some may argue that using last names creates a barrier between doctors and patients. However, it’s entirely possible to balance warmth and professionalism. Your demeanor, communication style, and care approach can create a welcoming environment, regardless of whether you use your first or last name.
In fact, using your last name can enhance warmth. When patients know they’re in the care of “Dr. Goodman,” it elevates their perception of your expertise, making them feel more secure. A friendly demeanor combined with a professional title fosters an atmosphere where patients feel valued.
Conclusion: A Small Change with Big Implications
Ultimately, how you present yourself impacts patient perception. Embracing your last name not only reflects your hard work but also signals to patients that they are in a serious, professional environment focused on their health. This small change can lead to greater trust, improved patient relationships, and a more successful practice.
As you consider your practice’s branding and how you want to be perceived in your community, think about this: How does your title reflect your values and commitment to patient care? Remember, perception is powerful, and using your last name makes a statement about who you are and the quality of care you provide.
Dr. Lisa Goodman is a former advertising media manager turned chiropractic entrepreneur and she believes we work in the best profession in the world! Dr. Goodman is a clinician, international speaker, author of The Manual for the Chiropractic Entrepreneur and founder of Washington Park Chiropractic in Denver, CO.
Much more about starting your practice and networking are available in my book, THE MANUAL for the Chiropractic Entrepreneur available now on AMAZON!
