The Attention Sweet Spot in the Case Presentation

A growing body of scientific research shows we have only 20 minutes total with a patient.

Psychologists are proving — and there is a mound of research and peer reviewed studies backing this up — that the typical attention span of a human being is exactly 20 minutes.

Below you will find a detailed video explaining the Attention Span “Sweet Spot” and some ways to deal with this inside your chiropractic practice.

To explain the attention sweet spot in greater details, along with suggested Fixes to this problem in the case presentation, I made this video for you:

Are You a Counter-Productive Doctor?

If you are with a new patient and taking LONGER than 20 minutes – total, from check in to check out – then the research proves that your actions are counter-productive and you get diminishing returns.

We’ve long said, “While the doctor believes that “More Time Per Appointment = Good Service”, this is the exact opposite from what patients believe. Patients believe that “Less Time Spent In Any Doctors Office = Great Service.”

Tortuously Long Case Presentation & First Visit?

Now think about this.

We only have 20 minutes total to process (get in and get out) that new patient.

This includes…

* The check-in process
* Waiting in the lobby
* Greeting the patient
* Explaining and performing the Exam
* Taking xrays
* Doing adjustment and therapies
* Explaining the case presentation

Eben worse is the doctor that attempts to stretch this out over 1-3 visits! In the patients mind, this equals really poor and time-wasting service that is unprecedented in all his prior experiences with doctors.

Dentists don’t milk this over three days. Podiatrists don’t either. In fact… does any other profession jerk around the patient over 2-3 days so as to soften the blow of the case presentation? No — such behavior is exclusive to certain DC’s, and I have been showing for years that this is a VERY poor long term strategy, because it rots away your “Practice Equity.”

And now, the “Attention Span Sweet” research proves that this is a poor strategy anyway.


Well I would re-watch my video because I detailed some of the proven methods that we teach to “compress” the first visit/case presentation down dramatically, with no diminishment in results. In fact, the result is an INCREASE in case acceptance when am emphasis is placed on giving the patient what they want — a visit UNDER 20 minutes.

Food for thought.

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6 Responses to The Attention Sweet Spot in the Case Presentation

  1. Matthew June 14, 2012 at 9:31 am #

    I have been doing this one day procedure for a while now and love it. We also try to get NP’s in on the same day they call. But I’m curious if anyone has a good reframe for when a patient brags that her Ortho is so great it took her three months just to get an appointment with him.

    • Ben Cummings June 18, 2012 at 10:10 am #

      Read the Takeaway Selling Report for DC’s — this is addressed in this PDF along with exact scripts to use etc:


      • Jonathan October 15, 2012 at 4:03 pm #


        I am starting a new practice from scratch. It’s only 750 sq/ft in a building with no signage. I need some SERIOUS help. Do you think I am a candidate for your one on one coaching?

  2. DocNielsen June 14, 2012 at 12:17 pm #

    Dr. Matthew: In reference to the ortho comment from patients…let it go.
    Most patients are nervous on the first visit and they are just spewing
    useless words to fill the void. I would probably say: “That’s really inconvenient for patients to wait 3 months…I bet he/she takes a lot
    of vacations!”

  3. Dr. Michael Berry August 19, 2012 at 11:46 pm #

    DocNielsen – I completely agree with you. Waiting 3 months for an appointment with any doctor is ridiculous. And Matthew – getting NPs in on the same day is a good call; I try to do the same as well. When I offer chiropractic care to patients I want them to have an enjoyable experience, while also understanding what is being done and what they need to do outside of chiropractic treatments to help their ailments.

    Thanks for posting this video – definitely something to keep in mind during sessions from now on.

  4. Tate Hancock January 26, 2013 at 1:06 pm #

    Great Stuff Ben!

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