Academy of Chiropractic Personal Injury & Primary Spine Care Program

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From the Desk of Dr. Mark Studin
Academy of Chiropractic
Preamble: many of these issues are small, yet each issue is just that… an issue. If you take care of the small issues, then the larger issues often take care of themselves and you can focus on the larger issues… a larger, more profitable practice and more family time.

“Excellent IS NOT Perfect”

“I choose” Mark Studin 2017

 

To be the best, you cannot simply be excellent. In the restaurant business the Zagat company rates restaurants and they post their ratings as follows:

 
Understand Zagat ratings

Ratings and reviews on Zagat.com come from people who share their experiences about the places they go. Diners can submit separate ratings for food, decor, and service at zagat.com.

Food, decor, and service ratings
Zagat ratings range from 1 to 5, where 5 is the most favorable rating.
4.6 - 5.0  Extraordinary to perfection
4.1 - 4.5  Very good to excellent
3.1 - 4.0  Good to very good
2.1 - 3.0  Fair to good
1.0 - 2.0  Poor to fair

 
The US World News and World Reports rates medical specialty programs in 16 disciplines and rates them based upon death rates for challenging diagnosis, patient safety and annual specialty surveys from physicians who rate hospitals for being successful in those difficult cases. The top hospitals in the nation are competing for 33 million patients who are admitted for procedures in those specialties and this competition has very high stakes. Everything matters and being excellent just doesn’t cut it to make the coveted top 50. When my wife needed multiple surgeries for cancer, that was the first place I looked to confirm I made the right decision for a doctor and hospital, and she went to #6. I bypassed numerous hospitals in New York, Boston and Washington to ensure she just didn’t have excellent. Today she is alive and healthy in a large part because her team was perfect in managing her.

 
I consulted a surgeon 7 years ago that is perhaps the best in the nation in his discipline based upon his clinical skills, awards, innovation in developing techniques and the 100’s of papers he has published. He wanted to be a chairman of a department that was not ranked in top 50 and then bring them there; in fact, he chose the one who was ranked 51. For the hospital to get this doctor, they sent him a “blank check” and told him to fill in the salary he wanted (literally), as that is how much being ranked is worth to the institution. He accepted the job in this now center of medical excellence, working to be better than excellent. Being excellent only got them to #51, it wasn’t good enough.

 
In our world, it isn’t quite as visible or tangibly defined as the above referenced examples, but the stakes are just as high for you and your success is on the line! 

 
Excellence is not good enough. To that end, I have spent dozens of hours creating new diplomas so that yours are perfect when displayed and reflect that you are. When they are released, it is up to you to take the action steps and invest in your success (I don’t make a penny on them!). 

 
Cleanliness is not good enough, your office must be perfect… all day, every day because you never know when that 1 patient is going to come and rate your office for all to see on social media or report back to the lawyer or medical provider who referred them. Are your magazines “dog-eared,” are there pieces of lint on the carpet or floor. If it is winter, are there salt stains on the floors from wet boots that track it in? Are there fingerprints on the windows? Are there tiny shards of paper in the headrest where the patient sticks their face? Is your office “dated” and need a facelift? Do you still have useless “dirt-cheap” art on your walls vs. diplomas and if you have the diplomas, are they framed in $1.99 frames?

 
Remember Walt Disney’s motto “we clean, clean windows” and does your physical location reflect who you are as a professional or who you want to be? If not, invest in yourself and change it!

 
Are your reports grammatically correct with no spelling errors (yes, my spell check is broken sometimes, but that is no excuse for me too)? When you send reports, do you use quality paper and in a quality folder that is organized with dividers (I did)? Is your CV in PERFECT format? Your narrative reports… should all be done by Dr. Schonfeld and the rebuttals with Dr. Manoni. Why? Because it is all they do, and they don’t miss and are not rushed. It is perfect every time and you get to customize/change anything after they are finished… and it is the most cost-effective way of making you look PERFECT!
 
Bathrooms: I use a gas station because I am almost 62 years old and need to pee every 3 hours (for you young ones… you will get there too…wait), that always seems to coincide with filling my car up with gas. Why do I use this gas station, because their bathrooms are appointed like a 5-star restaurant and immaculately clean!  Are yours? Bathrooms matter and it was something I didn’t understand when in practice, I had grade Z toilet paper with “wood chunks” in it because it was so cheap, and the soap was more like lye, again… cheap! I didn’t upgrade my bathroom in the 18 years I was in my office and it reflected it. Upgrade your bathrooms, it matters to your patients more than you think!

 
These are just the basics of perfection and I haven’t gotten close to substance yet.

 
Part of being of the top 50 for US News and World report is based upon feedback from the profession and that is both substance and perception. You MUST be the real deal, which is why I urge you to study with Dr. Wiegand. His work is closest to the perfect analytical and treatment protocols I have seen in the profession because it is literature based and reproducible. RESULTS matter and so do credentials. 

 
It is for this reason we have created the Academy of Chiropractic programs:
  1. Fellowship in Spinal Biomechanics and Trauma
  2. Trauma Team Member
  3. Primary Spine Care Qualified
  4. Hospital Qualified
And why they are all co-credentialed between chiropractic and medical academia. I want you to imagine having a conversation with yourself as a professional before you underwent any training I have orchestrated for you and the professional you are now. First, I take ZERO credit for your success because you did the work, not me. However, who would you refer to, the “old you” vs. the “new you?” That is a rhetorical question because I hear consistently that too many of you want to write apology letters to your former patients with what you now know. 

 
That is substance and shortly, I will be posting nationally all of you on the above 4 listed programs to the public, the legal profession and the chiropractic profession as you being a leader based upon the credentials you have earned. In 2018 and onwards, it will matter even more than it matters now. That is the core to any successful future marketingbusiness strategy in the chiropractic profession and as time progresses, it will matter more. 

 
I am going to be creating qualification programs in Spinal Biomechanical Engineering, Disc Pathology and something related to medical-legal, but don’t have that figured them out yet as I have more courses to create. However, rest assured that I will be offering you more tools to “UP YOUR GAME” in certifying that you are as close to “PERFECT” and simply… the BEST OF THE BEST though clinical excellence. Rhetoric will no longer rule the day!

 
I get calls and read articles daily on others in politics and academia trying to duplicate what we are doing. You are creating problems for the “old guard” (primarily in chiropractic politics) who through rhetoric have controlled the agenda and referral patterns for far too long. They can no longer compete with you and are scrambling to “catch up.” 

 
You are the new leaders and I am happy to follow you. 


Respectfully,



Mark Studin DC, FASBE(C), DAAPM, DAAMLP

Adjunct Associate Professor of Chiropractic, University of Bridgeport, College of Chiropractic
Adjunct Post Graduate Faculty, Cleveland University-Kansas City, 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
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