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I can already hear my detractors: “But all those things are good for the patient. ” That was the excuse of the Myrtle Beach chiropractor busted by the board of examiners in the early 80s for running nude hot-tub encounter groups in his office.His logic was that the sessions reduced stress, and lower stress means better health.When a doctor starts selling merchandise in a professional office, an immediate potential conflict of interest is created, causing the schizophrenic doctor to choose between serving the patient’s best interests and selling those 10 cases of special feel-good vitamins before they expire next week.The patient is placed in the uncomfortable position of deciding whether to be compliant with the doctor’s recommendations, or buy his vitamins at Wal-mart.
Backending - Selling Stuff to Patients By Leslie M. “Backending” is used in the computer industry, to differentiate hidden, unseen parts of an application from the visible, user interface. A definition is always in order when a new term is being put forth, especially if that term may have diverse meanings in multiple contexts.It is used in demographics and data collection to distinguish intentionally collected information from information which must be secondarily gleaned from the original entries.In sales, it means selling someone something they didn’t come in to buy.It is in this latter context that we will consider the extremely common practice of chiropractic backending, which occurs when a patient comes in for chiropractic services and leaves with two sets of orthotics, six bottles of vitamins, a knee brace, a carpal tunnel strap, a 0 pillow and a lifetime subscription to Chiropractic Health magazine.