Academy of Chiropractic

Quickie Consult 1216
Marketing 149 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

The little and big things that will get you referrals and paid

 

Dr. Studin: Good morning. What's going on?

Guest: Okay. So, I've been in your program a couple of years and I've seen steady success, not explosions, but recently, you know, everything, first of all, you have to go back and listen to the consults again and again and again. And the podcasts are easier, but both are good. The other thing is I'm going to try to read those or listen to them once a year, the whole way through because there's little things that you missed the first time that you want to implement. Every time I listen to it, I implement something new.

So, recently I've been doing, I put together some PowerPoints when I sit with a new lawyer and I kind of, you know, they are only like 10 minutes long, but that has tremendously, and at the end of it, there's a little slide that I made. It has a list of 12 topics and I basically say, here's the list of the hot topics, you know, and I show, here's the list of the 12 PowerPoints I've put together and I'd like to meet with you for 20 minutes a month and go over them. So far, no lawyer has said no, they all want to do it. And then you also, their key is to schedule the next meeting before you leave the room with the lawyer because it's really hard to get these guys on the phone once your staff calls to set up the next meeting. It's better to do it when you're in the room with them, for the next month.

Dr. Studin: So where, where did you get the 12 topics from?

Guest: Well, you know, it's like A's dating herniation. It's preexisting, you know, the hottest buttons at you if the stuff you constantly drill on at the CLE seminars that we've done. And I've done six now. But, yeah, it's just the handshake, you also got to cement the relationship. And that's the thing that I've failed that in the past.

Dr. Studin: Let’s talk about that for a half moment. For people who are or are not very familiar with the CLE seminar, CLE stands for continuing legal education. Okay. So, what I do is I come virtually into your community. I don't physically show up and there's a reason for that. Or there's two reasons for that. One, I'm lazy but, all joking aside. I used to live on airplanes all around the country, but what I found was, is if I come and present, people will absolutely love it. And when the seminar is over, people flock around me because I'm the star of the evening. No matter what I say or do to empower the you, if I'm physically there, they're going to still want me because some of the for the message and right. If I'm not there physically and I'm there virtually, once the program is over, I sign off. There's only one person left for them to talk to, which is you. Right. And, we do that immediately transfers that power from me to you. But even during the presentation, I mean, you know, what I do is I tell them and teach them and show them how you are the solution to their business based on your clinical excellence. And, I mean even at the last seminar, what percentage of people wanted you in their office? What percentage of firms wanted office?

Guest: 100% yeah.

Dr. Studin: And then the other thing, I know that you put a calendar in back, you signed them up before they left the room.

Guest: Closed them in the room for that appointment. That was a huge difference. Instead of getting 50% I got 100% yeah, it was awesome. And these guys go back to work and then you can't get them on the phone because their staff is trained to never let anybody through the lawyer.

Dr. Studin: And beyond the staff being trained, once they leave that environment and they go home and they get distracted, a little bit of the power of the program was lost while they were in the room. It's like, Holy moly, what the hell just happened? What did I just learn? Right. So, and you don't need 200 people in the room. You don't need it. You need 10 really strong relationships. Okay. Oh, maybe five. Even that's it. I mean, because how many people can you really visit any now? I mean, it's just physically, not enough time.

Guest: Sure. Not only that, but, but some of them you're just not going to end up working with yeah.

For whatever reason.

Dr. Studin: Well, the point is just to let people know how this works, if you're not familiar with the program, is, you pick a date to do a seminar and you should pick that date. It's your first time at least four to six months in advance for minimum, because it gives you a bit of time. The first time it's like how do I do right? So it's your first time ever, and then once you do the seminar the second time, it really only takes about six weeks to get it done once you understand the mechanism. But there's a caveat once you do a seminar once, you should always have the next date picked because at the seminar what you want to do is you want to give those lawyers in the room the next date and when you're signing them up, also ask them if they want to come to the next seminar. And should you reserve a seat for them?

Guest: Yeah, that's a good idea. We didn't do that.

Dr. Studin: I know that because this way you automatically get them, you fill your room from the previous seminar. Now, interestingly enough with Dr Centennial, I'm doing, I did six of them. John Amman is number two today. I am doing number 22 for him. And in New Jersey, maybe number 23, I don't remember now. Historically we put 125 in the room, 125 this time we're only putting about 70 in the room, maybe 65, maybe 70. So, what we're trying, what we're looking at is to lower the number to try to make it a little more personable so I can answer more questions. Um, instead of a big, huge, you know, ballroom event, we want to make it a little bit more boutiquey to get it more personal so that we can, you know, touch more attorneys emotionally to get them to refer.

But at the seminar, it's a two and a half to three hours. It's two and a half hours electric, but it's six to nine. This 30-minute built it. Have people come in late Q and A, but it's just slides after slide of talking about all the hot button points, age, dating, herniated discs, um, preexisting arthritis, low speed accidents. We talk about the Colossus algorithm and we talk about why ortho, neuro, neurosurgeon aren't their solutions. It's destroying their business. We really get into the gamut of every one of the hot button issues and we explain the credentials. The doctor, I'm putting a view of you in the room and we share with them why you're their solution, their only solution and they get it, which is why 100% say please come into my office tomorrow and help me. They will. 100% of the audience does and it always works. And if you do it properly, you could get sponsors. All these good things happen and adjust works well. And if you want to do one call me, I'll email you the instruction sheet and then you can you go on from there. Okay. So, keep going Steve.

Guest: We kind of started talking more about the CLE. Should we do another call on what to do when you get into the lawyers’ office? or do you want me to just keep talking?

Dr. Studin: Just keep talking. That's okay.

Guest: So the little changes that I've made, once I get into their offices, well, for example, this week I brought in that case, we had a patient that was finishing up that we were both, we were, the lawyer was representing and I brought the binder that had everything about the patient with me. And they had never, nobody's, he's ever, and if you don't have a patient, you could bring a sample binder. No one's ever seen anything like what you're showing, at least in my area. They've never there. They just sat there, the paralegal, as I explained the binder and went through the case with them, the lawyer and the paralegal, they just sat there with their mouths gaping open. They've never seen anything like this. And by the time I got back to my office, my staff told me that a patient called and had scheduled for the next day, but it was from their referral. And before I even got back to my office, they had referred to somebody blind, a risk that people understand. So the binder is the combination of halved, sections of all the other providers notes and a tab section with your notes, and a have section with the narrative and a tab section with the imaging pictures blown up on glossies, with arrows and labels and that's all organized in chronological order. And then on the front of it we put date of accident and statute of limitations on the front of the binder and we just hand it to the lawyer and paralegal and they're used to having to do a lot of that work themselves, but now, it's all done for them.

Dr. Studin: You're the easy button.

Guest: Yeah. Right. And they see that when they see that, they're like, oh wow, you did all of this. You know, it's just a wow moment with the, with the staff and the lawyer and you know, obviously they liked it because by the time I got to my office, they had sent somebody over.

Dr. Studin: Yup. Awesome. Beyond that. Oh, I see a lot of little things.

Guest: Well. So, one does things when you get in there closing for the whole year on the first visit because you might not get a second visit with every lawyer if you don't it is really hard to get these guys on the phone to get there on their schedule. They forget who you are by next month if you don't. They're like, who is this? You're not a client. You know? They don't know. they don't remember.

Dr. Studin: But you're going in there to show them the binder. What's the purpose of now this is after the lawyer seminar?

Guest: This is after the seminar. But if you have a binder. You can do it before this.

Dr. Studin: what you could do, you can use your current patients that has attorneys and contact the lawyer and say, I have significant new information about your client. I'd like to meet with you.

And go in with your binder and make sure in the binder is your CV, which is, you know, on good paper they need to see your CV. And from my perspective and tell me if you agree with me Steve. The minimum requirement from my perspective in today's environment is trauma qualified. If you have less than that, talk the talk to get that because seven seals, Chiro one step, two step bullshit. And unless you have the credential behind you, the lawyers are going to consider you in visible because you're not going to be able to pass Voir Dire because Voir Dire has gotten a lot tougher in all 50 States.

Guest: And let me tell you this, I closed with a little bit harder and a little bit more confident than I had in the past. I basically brought my CV, I brought the binder with the CV and a couple of cards in it. And I said, here, by the way, here's my policy. If reductions should come up, if you don't, you know, this is my policy. If you're not happy with the pot, what my policy, I won't work with you. Okay. it's got to be fair. And you know what they did when I said that? the lawyer and the paralegal both nodded in agreement like they understood. I said, there's some what I said as, I'm not saying this to you guys, but there are some firms out there that just cut everybody expect every provider to take that. But I'm doing a lot extra work here as you see, and I just want to be paid fairly. And they both nodded in agreement and then they referred somebody.

Dr. Studin: There you go. It's a brilliant move. Now let me tell you what I'm creating to help you. And, I just met with the lawyers two nights ago to clear up, declare the path, but I can't do it without any liability. We've created a portal, cold case percentages.com. And it's not up yet. So, don't even go look, you won't find it. At least today, when you're listening to this, it might be, and you're going to get to go onto the site and report two pieces of information, the initial three pieces, the name of the name and city of the law firm via the initial percentage offered on the case and the final percentage paid on the case. And you're going to start creating profiles of attorneys in your region. You and hopefully other doctors are going to go on there and you're just going to, it's anonymous. So no one gets to see who puts it on. The only people who see who puts it on is me. I want to make sure people aren't spamming it or you know, to destroy your attorney's reputation. But you're going to get to see the lawyers in your region, what they're offering. So, you're going to have, if you have a lawyer you've ever worked with, you're going to get to go on here over time when enough information's in the database. And I know you and I have spoken about this already, but where were we? We cleared the way to get that happen. We want to put the power of knowledge in your hands because lawyers are profiling you. Insurance companies are profiling you and lawyers. The only people that are in the dark are doctors and we're going to get us out of the dark. But I think what you did, letting them know your business system, the right in the beginning is brilliant. It's just brilliant.

Guest: You got, but it wouldn't have been brilliant if I hadn't had showed them what they're going to get out of working with me first. You can't just go like, you can't just go in there and go, okay, don't cut my bill. You got to show them why, what's in it for them? Why shouldn't they cut your bill?

Dr. Studin: Right. I think it's absolutely brilliant. Good job.

Guest: Thank you. The other thing is that is closing them on 12 visits for a year. I say 20 minutes because they, everybody has 20 minutes. Nobody has 30 right. I don't know why, but, and then have some sort of slide presentation that you take them through, and it should be short.

Dr. Studin: And how long do you usually spend?

Guest: 20 minutes. But you can get, you can get it in sound bites. 20 minutes. Everybody has 20 minutes once a month. Nobody has an hour. All right.

Dr. Studin: I think it's great. That's wonderful. All right. Great job.

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