What happens when things go wrong? Yeah, I know, we hope and anticipate that everything will go right. But what happens when things go wrong? What do you do to help the patient? I can tell you that one thing that we do is to reassure the patient that we are going to do everything possible to make sure that things are right and that there will never be an additional charge to get this area fixed whatever that is. So you look at the problem and we can have post-operative infections, we can have every problem occur. We all know that. But just as we talked about one single charge, one single fee, never charging an additional fee for a particular procedure because we are doing fee for outcome, not fee for service. When you do that it goes a long way towards helping your public relations and letting patients know that you’re thinking of them first. And when that happens patients pass on good news rather than bad news. Or at least they don’t pass on the bad news. Or they pass on – you know, he is doing everything that he can to make things better and he is not charging me a dime for it. Believe me, that goes a long way. It doesn’t happen that often that we have these kinds of problems, but when they do everything that you can do at that point to make it better for the patient is going to go a long way towards building up your reputation and building up your practice.

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