Academy of Chiropractic’s Doctors PI Program

Marketing #18

From the Desk of :
Mark Studin DC, FASBE (C), DAAPM, DAAMLP

“The Lawyer Marketing Challenges”



Here is a list of challenges you face when dealing with some lawyers. Don’t make the same mistake many of those lawyers face when they share with you what YOU need to do.  Here is a typical scenario:

You meet with a lawyer and they tell you not add impairment ratings in the reports, nor discuss them at any level because juries do not understand them. In fact, they insist you never use them as your state doesn’t consider them important and will simply confuse the issue. What should you do?


A.  Accept that lawyer’s advice as gospel and change every case to reflect that lawyer’s suggestion?

B.  Call me up and yell at me that I don’t know what I am talking about because that lawyer pointed you in the right direction

C.  Be totally confused because of the conflicting information and pick bits and pieces of both arguments to create a hybrid that meets everyone’s needs, just like a smart person would do

D.  Educate the lawyer to get them to change their opinion


This has been a typical dilemma for many when starting to expand the program and meeting with more and more lawyers. What you realize is lawyers have definitive opinion about how you should function because they are the lawyer and you are only a “lowly chiropractor” and let’s face it, you are not even a physical therapist!!!!!!!! 


In the above scenario, you should (D) educate the lawyer, but if they insist on a certain format, meet the needs of that ONE lawyer and avoid hurting the rest of them you work with because that ONE lawyer had one experience or many based upon their abilities, or lack thereof.  


Here is a list of marketing challenges you have with lawyers:


 1.  Lawyers are smart and you don’t have to ask them, they will tell you 

2.  Lawyers will tell you how to
  1.  Document
  2.  Diagnose
  3.  Triage
  4.  Prognose
  5.  When to order MRI’s
  6.    Who to refer to

 3.  Often agree to meet with and then not show up or have the courtesy to call you. Their time is more important than yours

 4.  Not accept facts from research because they won a case previously based on the opposite of the research findings (you can get away with it once or twice and then think it is the rule!)

 5.  They do not return your calls

 6.  They don’t hold chiropractic in high regard and let you know in many ways, including telling you to your face by saying “I prefer an orthopedic surgeon.”

 7.  They try to blow you off by blaming the courts. They will say the courts do not hold chiropractors in high regard

 8.   We have a list of chiropractors that we have historically worked with and we will add you to that list. We distribute our patients equally so that courts don’t look badly upon us.

 9.  The receptionist “stonewalls” by saying the lawyer is too busy to talk or meet. That occurs 365 days a year!!!

 10.              The #1 reason: Chiropractors have had a historical bad reputation in the courts and do not have the same credentials and qualifications as their medical counterparts.



Here is same list with the solutions:


 1.  Lawyers are smart and you don’t have to ask them, they will tell you 

This is balancing act on diplomacy and when you have the requisite knowledge and credentials, you can politely correct the lawyer. However, if you do not know more than they do about disc, biomechanics, spine, etc… they will never work with you again


 2.  Lawyers will tell you how to
  1.  Document
  2.  Diagnose
  3.   Triage
  4.  Prognose
  5.   When to order MRI’s
  6.    Who to refer to

Thank them for the suggestion, but let them know you have all of that covered. Then share with them your team of specialists and your training in “Trauma Triage” that also meets the Colossus requirements in documentation.


 3.  Often agree to meet with and then not show up or have the courtesy to call you. Their time is more important than yours

Always confirm meetings the night before


 4.  Not accept facts from research because they won a case previously based on the opposite of the research findings (you can get away with it once or twice and then think it is the rule!)

Have the research prepared with the critical paragraphs highlighted… then teach it.


 5.  They do not return your calls

Then your subject matter doesn’t come off as a solution for their practices. This is similar to the subject line on an email you never open. It doesn’t intrigue you!


 6.  They don’t hold chiropractic in high regard and let you know in many ways, including telling you to your face by saying “I prefer an orthopedic surgeon.”

You are now suffering because all those DC’s before you practiced the “old chiro 1-step, 2-step” without any real credentials or knowledge base. Learn more, get better and Have a CV that verifies that. 


 7.  They try to blow you off by blaming the courts. They will say the courts do not hold chiropractors in high regard

See #6


 8.   We have a list of chiropractors that we have historically worked with and we will add you to that list. We distribute our patients equally so that courts don’t look badly upon us.

This is a line of bull. They all work with the same orthopedic surgeons and neurosurgeons. You have to be the reason they prevail and you do that with knowledge and a CV that makes them take notice to the point they will ignore the competition. Once you get to that level, there will be no competition in chiropractic for you. 


 9.  The receptionist “stonewalls” by saying the lawyer is too busy to talk or meet. That occurs 365 days a year!!!

See #5


 10.              The #1 reason: Chiropractors have had a historical bad reputation in the courts and do not have the same credentials and qualifications as their medical counterparts.

This one is true and you now have to get to court and start showing the judges that you are knowledgeable and have the credentials to verify that. Once that occurs, game over and the entire profession wins. That can only be done with credentials that are co-sponsored with medical academia as judges nationally respect that. To make it real, take chiropractic CE courses and medical, it has been my vast experience that medical CE programs, termed graduate medical level education is far superior to chiropractic. There is a reason our courses are accepted in every court ion the country, while many others are denied. 


You want to win? Continue to get better and have the credentials to back that up!