More than anything else, getting high Case Plans come down to getting a patient to realize the extent of their problem and the need for corrective action – right now.

For years I’ve advised Doctors to consider bringing their x-ray procedures in house. The main reasons are:

• You can charge for X-Rays, so they become a new profit center

• They are a powerful visual tool to use

• Sending a patient out of the office to get an x-ray is a big hassle for patients

• They lead to higher case acceptance and the chance to increase your Case Fee’s significant

A good x-ray can stun the average patient. Patients understand an x-ray. A doctor can talk and talk about how much they need care. They might listen. But toss an x-ray in their lap that shows in graphic detail what’s wrong with them, and suddenly you have their attention.

Should You Purchase an X-Ray Machine?

To consider adding x-ray capability to an office, there are actually two things you would have to purchase:

• The X-Ray machine

• And the film processing equipment (sometimes called “the darkroom”)  

If a doctor is dumb enough to buy new equipment, it will cost $20,000 or more. Since you need film and processing supplies, you’ll spend another $200 to $300 a month. Suddenly sounds expensive doesn’t it? But before you tell me you can’t afford this, let me give you my point of view.

The best practices have x-ray machines

Every one of our doctors doing $100k a month and up, all own x-ray machines. Not because they’re rich and can easily buy one. Just the opposite. They become well off because years ago they saw the potential of owning an x-ray machine.

Ask these successful doctors and they are unanimous that the benefits of providing an x-ray out weight the costs.

Our doctors tell us the ‘show and tell’ element of an x-ray can’t be beat. No other visual aid is more powerful then showing a patient exactly what’s wrong with them. You’ve heard that a picture is worth a thousand words. That’s true when trying to sell high Case Plans!

A classic example of what not to do!

One consultant advises sending the patient to another office to get the x-ray. It doesn’t take a rocket scientist to see the flawed logic in this. It’s like McDonald’s sending their clients to Burger King to purchase their milk shake, and praying they return.

Such an idea is practice suicide. Or doctors are advised to send the patient to a radiology department. What a hassle for your patients.

Is referral growth important to you? Inconveniencing patients is another path to practice suicide. Would you want to drive all over town, wait in another office, drive all the way back to see you and so on? Just to get an x-ray, when you could simply choose a doctor that does it all in house instead?

If you’re not selling your services in bundled Case Plans, you’re missing the boat. The way to get nearly 100% case acceptance is to prove beyond a doubt that the need exists for corrective care right now. Not later.

Nothing validates this message like an X-Ray. 

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