Academy of Chiropractic Personal Injury & Primary Spine Care Program

Quickie Consult 640
Marketing 46 G

From the Desk of Dr. Mark Studin
Academy of Chiropractic
Preamble: many of these issues I bring are small, yet each issue is just that… an issue. If you take care of the small issues, then you will be able to build and focus on the larger issues… a larger, more profitable practice along with more family time. 

“Who Do I Market?”

Lawyers, MD’s, My Patients?


The answer is easy… EVERYONE.

BUT… You have to be careful what your practice’s goals are. Do you want a personal injury practice only? Or do you want a healthy mix of family practice patients interspersed with personal injury? The latter involves cash and “crappy” managed care fees and the volume of paperwork you have to complete for low pay. However, it is income and those patients need care as well. 

When you consider a relationship purely with lawyers you are limiting your practice to only personal injury cases and 100% of them will have representation. When you have a relationship with medical specialists or primary care, you will get mostly patients who don’t have lawyers and already have medical care and often the level of documentation you need to fully manage the case. 

I am not going to focus this conversation on primary care MD’s as Dr. Owens has that part handled better than anyone nationally. However, I am going to comment that most of the referrals from primary care medical providers are managed care cases. With medical specialists, there is a healthier mix of personal injury and workers’ compensation cases but the caveat is you HAVE to take the good with the bad.

The medical community only knows that they have to refer the patient out and if you “attempt to “cherry pick” what type of cases you want, then there are overwhelming odds against you that the referrer will send you any more cases. They DO NOT CARE about YOUR business, they only care about their business and if you are not the solution for them, they will find someone else. You have to be the EASY BUTTON!!!!

Interestingly enough, the preparation for having relationships with lawyers and the medical community is the same. For patients, it is similar with the proviso that I have done most of the work for you in the format of the research articles on the US Chiropractic Directory. You MUST understand there is no ONE “magic bullet” for success. It is a strategy and I have been sharing it with you for quite some time now. That strategy is loosely outlined in the consultations and in directives that I send you in these “quickies.”

I am in the middle of creating in “checklist format” the global strategy and I will be releasing it at the June Primary Spine Care Symposium that I hope all of you will attend (click the yellow box at the bottom to sign up). For those of you who have family commitments, vacation plans or your wife won’t let you come and can’t be there, I will be releasing it to everyone soon after the seminar. 

You also must remember that working with me is not a “one-size-fits-all” relationship. Meaning that this program is VERY different for everyone. There is ample material to meet every need in the nation depending upon what your goals are and how you are wired and I am confident that with you, we can tailor a program that works for you. I do have to warn you that how I am wired is that I want your success today (really yesterday as I have ZERO patience) … not tomorrow or next week and I will push you very hard to get there. 

The goal of this consultation is to help you see that you must market every possible source until your practice reaches a certain level and then you can focus solely on the genre` of patients you want your practice to care for. I urge you not to be a “jack of all trades” and treat every malady in the world because you will not succeed. Pediatrics vs. trauma care vs sports injuries vs elder care all have different needs and it is the fool who tries to apply one standard of care to everyone. In a family practice, you do see every type of patient as I did but in retrospect, there are many who would have fared better elsewhere. 

The above is why I am focusing all of you on trauma care as that level of specialty is what sets you a part from the pack in treating the injured. That is also the #1 reason why lawyers are willing to work with the doctors I train. Just ask any of the 175,000 lawyers I have personally spoken to as recently as today. At the end of every presentation I give, I ask the lawyers “Is a psychiatrist licensed to do open heart surgery? The answer is yes just as an obstetrician is licensed to do brain surgery. The question is, are they qualified and should they? The answer is a resounding no! It is no different in chiropractic because every chiropractor is licensed to treat the trauma case, but most are not qualified.” 

The above is after I spent the better part of 3 hours explaining bodily injuries and the qualifications of the DC in the room who sponsored the event and why they are uniquely qualified to treat and subsequently document their cases. By the end of the presentation, every lawyer in the room understands it and the metaphor of the psychiatrist and obstetrician makes it real. The end result is almost every lawyer in the room wants to work with that chiropractor.
Now that I got the lawyers to see it, I need to get you to not only see it, but embrace it as that is the core of your future success. We have also gotten hospital administrators and emergency department chairman to “drink the chiropractic Kool-Aide” because they are now requesting our doctors to staff their ER’s based upon their credentials and the understanding of our training. 

Hopefully, I will see you all in New York in June to learn this in-depth and if you can’t make it, the information will be coming afterwards to everyone. 



Adjunct Assistant Professor of Chiropractic, University of Bridgeport, College of Chiropractic
Adjunct Professor, Division of Clinical Sciences, Texas Chiropractic College
Educational Presenter, Accreditation Council for Continuing Medical Education Joint Partnership with the State University of New York at Buffalo, School of Medicine and Biomedical Sciences 

Academy of Chiropractic
US Chiropractic Directory
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