Academy of Chiropractic

Quickie Consult 1215
Marketing 148 G

From the Desk of Dr. Mark Studin
Academy of Chiropractic

Preamble: Many of the issues I bring to you are very 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 more importantly, focus on the bigger issues...a larger practice and more family time. -Mark Studin 2006

How to Jump Start Referrals


Dr. Studin: So what's going on? Talk to me.

Guest: You know, I went through the trial, I became a certified trauma specialist just right out a year ago.

Dr. Studin: Okay. You’re trauma qualified, trauma certified your credential. And that's an important designation because if you say that like in testimony or whatever they're going to say, or you're certified like a board-certified orthopedic surgeon.

Guest: No. I'm just taking postdoctoral courses.

Dr. Studin: So, you're trauma qualified. That's a critical designation. But keep going.

Guest: And the area that I live in, the town I live in is in Kansas and it's very medically oriented where it's difficult to get medical doctors too, the open-minded and refer to chiropractors. And I've been facing this, this is my 25th year. I'm almost at my 26th year of being in practice and I've faced that the whole time that I've been in practice. It’s just very difficult to get started. You know, you talk to attorneys and they go, well, we want them to have medical treatment as well. And I said, that's wonderful. I refer my clients out for a medical workup because that's just the right thing to do for the patient. And they're happy about that. But then they're like, well, what does the medical doctor want to do? And so I'm kind of spinning my wheels trying to figure out where I go to get this really kicked in the rear and get my practice where I wanted that as far as patient type and that type of stuff.

Dr. Studin: You know, you sound like every other doctor I talked to around the country. That's the good news. It's not specific to your community. This is the exact same issue that every doctor starts out with. Every everyone they say you're no different. I'm in New York, on Long Island. It's the same here. I hear that down in Florida, in California, in Texas. I hear it. Minnesota. So, it's not anything new. It's the same issues that are across the country. And what has to change is you. So, let's talk about those changes now. First, you did the heavy lifting. You are trauma qualified. Now, have you done any primary spine care courses at all?

Guest: I have not.

Dr. Studin: That's Nixon middle for the next first quarter of next year. I want you to do one primary spine care course and then take your interprofessional hospital course. It's two and a half hours. Then your hospital qualified also. That is an important credential, especially when you're dealing with, you know, and these lawyers, etc. Um, and then the credential you get after that is evaluation and management qualified only because you're going to learn a lot of that documentation and then go for the primary spine care qualifying. Now let's talk about infrastructure because everything is about infrastructure and it seems to me that you are, you've got the qualifications, but you're saying in doing the same things you did for the last 25 years because you're getting the same results as you got the last 25 years.

Guest: Correct.

Dr. Studin: Okay. And here's the mantra of the attorneys, ortho, neuro, neurosurgery, ortho, neuro, neurosurgeon. It's almost like they're in a trance and that's all they say over and over and over. Have you listened to the magic language on the website?

Guest: Yes, I have.

Dr. Studin: Okay, good. So, you understand that now. Okay. Part of your problem is your infrastructure part and I have this conversation with Jim Grabow in Springfield, New Jersey, central New Jersey. Um, and Jim went through his paces. I just sent out a testimonial from him. It's like he can't keep them away first. He could get them in now we can't keep away, doesn't have any time. And he's got five daughters, so he just had the first wedding. He needs money now. Your email, your signature line is not there. You don't have a signature line that has all your demographic information. You don't have that on your, on your cell phone or your iPad. I mean, that's all these little things that add up. So, you need a digital infrastructure. That's number one. Number two, you have a preferred listing on the U S chiro directory.

Guest: No, I do not.

Dr. Studin: Well, you don't have a place where people can see you. And where do you add your credentials? And then do you have a drip campaign where you have emails of all your referral sources, so they get to see who you are, where you are and what you do. You don't have that now, but, where do they look if you look to find me? Yeah. Where did they find your CV?

Guest: The only place they can find this when I give it to them or I email it to them so they can find it.

Dr. Studin: Correct. Yeah, they can't, you're invisible. So, did you know, there's a lot of reasons why some people, you know, it's easier than others. You've skipped so many of the steps of infrastructure, you know, you could have, you know, the best materials in the world to build a house, but if you don't have a foundation, it's going to crumble. It's never going to work. So, you've got to really do that. You've got to do that. You've, like I say, you've done the hard stuff, you've got the credentials, but you're a secret. So, you need to have a drip campaign where every time you get a new credential, you have to have a robust email list, lawyers and MDs and send out your, constantly send out your new credential. Um, and then you have to have a place for them to go see your entire CV.

Guest: They're going to how we use the, is it the click on the link to see your CV versus say, Oh, send me one in, nail it to me.

Dr. Studin: No one's going to do that. You wouldn't do that if it was in front of their face. You would do it in a heartbeat. Now you need to get that email list. And in your area, you're in a mid-sized city, you're not in a large city, but you're not a little tiny city. You know, you're not in Chicago or New York or LA on Miami, but you're also not in Podunk, Iowa. You know, you're in a row. So, you should have a couple of hundred lawyers and a couple of hundred medical specialists, which is ortho, neuro, neurosurgeon. Um, uh, pain management, anesthesiology, physical medicine, you know, all on your list that you're sending to, I bet your credentials, your new credentials that you send out. And they're not referring to you anyhow, but you have a reason to stay in their face. And click on it now then what you need to do is you need to create a drip campaign where you going to report out your credentials. You know, I just received this credential and every two or three weeks put out another credential and an email just to stay in their face. And that's a really important to do. Yeah. Will that get you new cases? No. But it's called reputation management. You need to manage your reputation. Did you put out a press release when you became trauma qualified in your community?

Guest: Yes.

Dr. Studin: Great. Um, and you put it out in your local newspaper.

Guest: We'd put it out in three different newspapers. The Wichita, the Wichita paper didn't run it. Um, smaller area, just small areas, small town papers around us did.

Dr. Studin: Perfect. That's good. That's excellent. Okay. So that's the first thing you need to do. Um, do you have on your walls in your office all your diplomas?

Guest: Yes.

Dr. Studin: Perfect. Do you have copies of your CVS to give your patients?

Guest: Yes.

Dr. Studin: Perfect. Okay. Now the next thing you're going to do is you're going to start inviting what have you got a copy of the book? The low speed accident book?

Guest: Yes.

Dr. Studin: Okay. Have you read it from cover to cover?

Guest: Yes.

Dr. Studin: Good. So now you know that information in there is hot. You can determine if there's low speed people could get injured. You have the equations, the transfers of energy for the bullet card to the target card or the occupants, you know, all that stuff. And you've got the evidence-based book, correct. The black cover. So, you know all that stuff too. You know about preexisting arthritis, which is nonsense and had an age, they had discs. You've got all that stuff down.

Guest: Yes sir.

Dr. Studin: So now what you need to do is two things. Number one, you need to have breakfast meetings. CLE as continuing legal education. Not for formal credit, but for lawyers. So, what you're going to do, the first thing you're going to do is you're going to go to your files. Okay? Have you pulled every file yet and called every lawyer on every PI case to see if it's still active. Have you done okay. And then you got the patients, did you examine them and called lawyer? I have significant new information with your cat. You'd done that?

Guest: Yes.

Dr. Studin: Okay, good. The next thing you're going to do is you're going to start inviting lawyers for breakfast CLE. So what's you're going to do is pick two or three dates. You're going to find a place, a breakfast place that has a tablecloth, not the greasy spoon diner, but a nice place in the country club and a hotel and your staff is going to call a credit, a little flyer which says, Dr. Studin is having a breakfast CLE and he's going to talk about no damage. Crashes have significant people can have significant bodily injury about age dating, hurting in a debt, diffusing the asymptomatic herniation issue. Explaining that just because your client has arthritis, it doesn't mean all injuries are preexisting. Um, and we'd like to invite Mr. Smith.

Guest: Yeah, okay.

Dr. Studin: The disguise, you know, it's going to be discussing these issues in a CLE environment. But, there's no formal credits, and you might have to call 20 attorneys to put one in there, but who cares? Just keep calling it, get a list and keep, get a copy of the local bar association book. Find the plaintiff's attorneys, the one that handles trial, that handles accident victims and go in and pick two chapters in a book and start talking about it. Okay. I want you to look at the testimonial I just sent out maybe 20 minutes ago. Read it, cause that's what this guy's doing right now. The next thing you should consider doing is have a lawyer’s seminar. It will be the best thing you'll have ever done in your market. You'll put 20 to 30 lawyers in a room. And I do the presentation and when I'm done speaking. Every single one of those attorneys will say, come visit me. In my office tomorrow. That has never happened to you before, but I get 100% of the audience to say that and that will occur. And even in the room before they leave, they'll make appointments with you. So, if you shoot me an email, I'll send you the instruction sheet. If you do it properly, you'll get sponsors to pay for it. At the end of the day, it's about a $7,000 price tag. But if you do it properly, you'll get sponsors to cover that fee. Now secondly, how many MRIs a month? You water on average?

Guest: About 10.

Dr. Studin: Okay. And how many patients do you refer to surgeons on average? One, two a month?

Guest: I would say one every two months.

Dr. Studin: Okay, that's, that's reasonable. Do you have a relationship with a neurosurgeon?

Guest: Yes.

Dr. Studin: Good. And does he refer cases to you?

Guest: No.

Dr. Studin: Then you don't have a relationship. You've got someone who's taking you for a sucker.

Say again please. I have a parasitic relationship. So, you need to ask for a sit down with that surgeon. And say, I need to sit down with so and so. Dr Sones call the staff. I need to sit down with doctor, neurosurgeon, my practice is my trauma-based practice is starting to grow and I need to have a meeting with them. I need to sit down and discuss a few things about how we're going to triage more cases to you. That's the key. What's in it for them? Then when you sit down with them, you say, listen, I want to let you know what I do when I evaluate patients. I ordered MRI since sliced technology. We get at least two, preferably three clean slices through the desk. You know, if not, we bounce it back. We look at the general radiologist support.

You and I both know that it's usually wrong. So, I read the images myself. If there's anything touch you, the quarter, the route, then they're off to you. If there's motor deficits, if I send you a referral, 95% of their going to be surgical. You're not going to waste your time. What's happening around the country is doctors with my credentials that I'm trauma qualified through the state, university of New York, at Buffalo school of medicine. I'm trauma qualified and a lot of surgeons are working with chiropractors. My qualifications, and I'm the only one between here in Kansas City or is it true?

Guest: Um, very much so.

Dr. Studin: Yeah. Uh, who has this qualification? So, if you ever need, if you ever get bogged down in clinicals, yeah. From mechanical spine issues, that's what we do. And if you have mechanical spine cases, you know, PT has been here, here's the literature and there's an article with all the citations on the U S chiropractor vs PT. Here is the literature that physical therapy compared to car brassicas fail. So basically, we manage these cases and if you'd like to, you know, work with me, that would be great. But I'm referring ivory, I refer about six, seven cases a year to you. That number. I'm working on doubling and tripling, but I need a two-way referral relationship. So, I mean I just want to sit down, but I also want to know if we have a relationship, I could call you or email you or text you if I have, you know, an immediate answer, you know, it might be the significant mile on Malaysia or I see something I don't recognize and I need to sit and chat with you. Can we have that type of relationship, that's how the conversation goes, and you have to channel your inner market and be somewhat obnoxious about it.

Because if you don't ask, you don't get, but you have to come from a position of authority. You're not a 33-year-old kid. However, you've been prejudice by 26 years of it not working so that's your perception. And you tried selling me of why you're not getting visited and I didn't buy it if fall. I just want to make sure you're not buying it. Cause that bullshit is just a line of bullshit. It just means what you've said hasn't resonated yet and you haven't said it properly. Now when you get a neurosurgeon or ortho spine surgeon or a pain management doctor on your side and they have confidence in you and you tell the surgeon, listen, you know, I don't expect you to refer to me without understanding what I do. You've got to have the confidence in me and who I am and what I do. You know, managing cases is easy, but diagnosing cases is, you know, it was my fourth time. That's all they want to talk about. They don't give a rat's ass about technique. They don't care about your technique. Here's how I diagnose the memes. My cases, if we get two or three clean licenses through the desk, you know, we'll make sure we'll get a T want to teach her with her. Um, if there's any significant, if there's any motor loss there to you immediately if the significant sensory was or reflects the issues or upper modal Nora, Alicia's, they're there to you immediately. Um, and a lot of times, you know, have crazy things. I look at vascular insufficiencies, you know, I have no problems doing an MRI and an MRI and see we get, I'm looking right now for as Asheville neurologist to work with because again, we see a lot of trauma care and you know, and all of these things, this is how the conversation should go.

Aaron Smith and Cedar park, Texas started out couldn't, I mean he could barely pay his bills. Sat with an ortho surgeon who granted him 10 minutes cause he wants it as referrals. That's it. Same thing. He was in there an hour and all they talked about was MRI slice thicknesses. Three years later, Aaron had his first day in the emergency room. We've got him credentials this first day by lunch, he have three referrals. That was by lunch. And by the way, in the past three years, that orthopedic surgeon is referred to him about 375 cases.

And now he's in the ER because he had an advocate. They push them in because they want what he has. So, all of these things, and I've done three lawyer lectures for Aaron. He’s taken every course. He's in the fellowship program though the smarter he gets, the more credentials he gets, the busier he gets. But his infrastructure is pristine. People can find him, is every piece of digital devices. Cell phone is his best top. His laptop is his iPad. He has digitally signed appropriately everywhere. He's gone. The U S chiro directory, he constantly sends out updates. He does all the things you need to do. You can't cut corners and assume that justice will take care of it. It's not just the consultations, it's not just the credentials having a credential. It's like saying if a tree falls in the forest and, you know, no one hears it that it really fall cause you have a credential and no one sees it to really have it, you know, other than your mother. No one gives a crap.

Guest: Correct.

Dr. Studin: Okay. I could go on forever, but I think you got the jest of what you need to do.

Guest: Yes, I do. Thank you.

Dr. Studin: Okay. You go get your digital infrastructure. Then when you do, email me, and I'll look at your email signature. Give me the email address, give me the link to your U S chiropractic directory. A link to your CV on there. Once you have those things, you're going to call me back and then we're going to go through this all over again to make sure it's sunk. And if you need a recap of this, it'll be out in the podcast sometime within the next, you know, by Monday. So, you could actually listen to this over again, which would be pretty cool.

Guest: I agree. Thank you. 

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