Academy of Chiropractic

Quickie Podcast 1294
Marketing 160 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

Thriving During Covid

 

 Speaker 1:

This has been recorded with permission. I'm all with dr. Kim here for Raleigh, North Carolina. Good morning. Good morning. Okay. So COVID is starting to get really intense in North Carolina, correct? Yes. Yeah. And it's getting intense in the entire country. And without getting into, if you could get me off of speaker phone, that would be great. Um, without getting into political reasons why I don't give a rat's , it just is. So what's occurring right now is we're going back to what I call. We're getting closer to the dark ages in New York, we got hit first and we got hit the hardest. We had 2 million people come in from Europe. Those borders weren't shut down. They came into a New York, JFK in New York, LaGuardia and New Jersey, New York airports, and overnight we were inundated like hit us without a clue. So what occurred is, is everything shut down here, everything.

Speaker 1:

Um, I mean every everything restaurants, businesses, the only thing that was open as the supermarket to guest stations, the hospitals in the Morkes, that's all that was open. Right. Um, and I, you know, the way we're starting to contract with the number of spiraling, um, it's going to start effecting offices again now as a strategy and being, you know, uh, more than anything, I'm a business strategist right now. Things are still pretty good. And for some people it might not change. And I don't think we're going to go back to where we were, but we have to plan as F and that's critically important because you always plan for the worst and hope for the best. So right now, this is about planning for the worst. So if we look at what's going on, um, there's a couple of things you need to understand. Number one, medical primaries and surgeons are going to be not a great viable solution for referrals because all the elective surgeries shut down.

Speaker 1:

Um, I know work talking to dr. Shadi. He didn't do a surgery for six months, spine surgery, all he did well, you know, urgent strokes because who's going to have their back done in the hospital. You know, even with a wicked herniated disc, you know, when you can get the cov advice and die. In addition, uh, the state university hospital here in New York had 660 formal beds. They were a hundred percent dedicated to COVID and they put two tents up in the football field, uh, you know, 200 yards long with makeshift VRS and ICU's, and you know, the refrigerated trucks became the makeshift warms. So who the heck had, you know, space to do a surgery and none. So now he's getting busy again. So, so, um, so when we look at a viable alternative for referrals, who wants to know what goes to the medical primary, cause you're not going for cold, unless you think you have COVID, you're not going to go for your heart blood pressure, diabetes, your regular checkups.

Speaker 1:

No one's going there. Even the minor backaches, no one's going to, so what's left is urgent care, which is the de facto emergency rooms, emergency rooms. And believe it or not lawyers still. Now, if you look at Don Kappa fairy, you know, in April or may down in, you know, in Georgia, you know, during a bad COVID time, he got 26 new PI cases, you know, that month. But what's also important is right now in the, in between the shutdown time and the open time, and then the shutdown time, again, people are driving and getting into accidents, and you're going to see a flurry of activity in the attorneys before it slows down again. So what you need to do, especially during the shutdown time is ensure you bring attorneys into those seminars. We do on Thursday afternoons every other week, and it's two 30 to three 45 every other Thursday.

Speaker 1:

That's when you bring lawyers in, during the shutdown time, shameless Sheridan out in Riverside, California had two staff members work full time. All they did was put mortars in those meetings. He averaged about 25 mortars per meeting. It's ended. There's a reason why Seamus has practices flying even in a horrible COVID situation because those lawyers are referring. In addition, if you're involved in the exit strategy program and doing, um, synopsis reports for attorneys, I mean, what an incredible way to keep engaging with them. And the only way to engage with them is to educate them. You also have to ensure that your credentials, I mean, if you have extra time, now's the time to credential up that, Tim. I know you're just, just about done with the tra the MRI qualified. All you need is the clinical grand rounds course, which you did purchase by the way, confirm that with Cara this morning. Um, and now you've got that additional level of credential there. I mean, it matters, um, you have to go to the Academy of chiropractic.com and look at all the different qualifications, but start with the clinical excellence awards. How many pages is your CV? 26. Did you upgrade that on that page to 20? From 10?

Speaker 1:

Uh, what do you mean? Do you go to the Academy of chiropractic.com? The clinical excellence awards? Yes, I have. Y that's that's, that's called a missed opportunity. See, this is soft marketing and lawyers do go here cause we're educating them. Okay. So when I look at North Carolina, I'll use you, you are on 20 pages actually, you're there, which is great. Yeah. Okay. You're there. So you're four pages away from being moved up to the silver award. Okay. Which is 30 pages. So the lawyers are looking here and we're educating them. Have you sent me, um, a list of attorneys that you, that you want me to soft market for you and not be wrong with me, Mark. But these are the things that we've talked about during the year. Things that we'll do for you, but you here's the thing about PR surviving your COVID.

Speaker 1:

You can't miss the cylinder. You can't misfire because it's two seconds urgent cares. We just had someone in Utah, which is just call me up and say, Hey, the urgent care center. Um, they finally, I went to the aid of them, the eighth one click. I got 10 new cases this week and I'm vetting them to see which ones I can take. I don't know what his parameters already get into that, but who cares? He just got 10 referrals this week, right? Urgent cares, bar, you know, an emergency rooms. They're being over there being overrun. Now's the time to really validate them with a letter, say, Hey, we'll take a mechanical spine cases away from you. We'll help you. We'll work with you. I'll come in if you want, whatever you need, but I'll take that pressure away from you. So right now, the message is simple.

Speaker 1:

Was the lawyers to those Thursday meetings. You need to dedicate staff. And this coming Thursday, I'm doing a master class on strange sprain, which is long overdue for attorneys. Okay. Um, we've done and herniated disc, he'd done all these things, but now it's time. I want to dig into strange sprain. Um, but what would be if you had 25 lawyers attend now Johnson, Teneo in New Jersey. I've done a live symposium, live water seminars for him, uh, twice a year. And since 2008. Okay. We've done 22 of them. Um, we can't do live. I just did for John specifically, a lawyer seminar, Wednesday night, 57 lawyers showed up online. Wow. I mean, these are the things you need to do to perpetuate your practice and you should do it. Everyone should do it once a year. I mean, you know, you've done two or three during the year, but with John, he doesn't have to worry about marketing advertising. Online seminars, seven lawyers showed up online. That's amazing, but it's a, it's a matter of, of, of a vision, a strategic business plan. Any time it was so much.

Speaker 1:

And it was, it was incredible. So you have so many opportunities and now during COVID everything becomes work. You can't miss a thing. So for you core courses or Harvard that I put out a few years ago, I'm sorry. You, you bugged out there. I couldn't hear it. You take those online courses at Harvard, you know, okay. There are some online courses. Harvard has them, Stanford, Yale, Emory, um, Duke. They all have online courses. You can take. And a lot of them are free. A lot of me pay like 10 bucks and you could. They're great. I mean, you could add them to your CV. How'd you like to have you're in North Carolina, how'd you like to have on your CV, 10 courses from Duke on their right medical school. You know, these, these are things you should be doing and you'll bump your CV up to 30 pages, but these are things you should be doing. You should be dedicating staff for that seminar a week from Thursday to put 25 on there.

Speaker 1:

You should. I like John. Every John does it in may, in December 1st week of December, third week in may for since 2008, 12 years. Um, you know, like clockwork, cause these are the three right now, your biggest, you know, you, you, you should be calling me every day, Mark, any tax shelters, any tax shelters, that should be your biggest problem in life. So these are the things you need to do to focus and urgent care centers in ERs need to be hit hard. But if you don't have the credentials behind you, especially being hospital qualified and you're going to be an uphill battle. So did I miss anything? No. And you know, when this whole thing hit us, when everybody was freaking out, I didn't feel like I had to freak out because I had you on my side. I had the Academy behind me and I just had the feeling everything was going to be all right.

Speaker 1:

Um, and it's amazing through the years, the knowledge that has gotten inside of me that I can pick up an attorney's call or I can call a neurosurgeon or a radiologist. And I speak to them, not as a chiropractor to a radiologist, but peer to peer. Yeah. And this program has made the difference for me for that. Oh, I'm, I'm, I'm very proud of you for putting the effort in fine, man. Um, but more importantly, I get off on your success. Yeah. That's, that's what keeps me up at night. I mean that, that's what keeps me up all these little things. That's what keeps me up at night, you know, long basis, sleepless nights for me. I mean, I took the day off yesterday, I went to the beach, I just needed to stare at the water and clear my head to help my, you know, just to get creative again. You know, how can I get the message you have a little bit better. And this is one of those ways I listen, uh, without going in circles. And I know you've got a day ahead of you. Um, um, the MRI grand rounds, clinical grand rounds, um, because the COVID CE boards are slow. So as soon as we get approvals done, we're going to release that. Hopefully it will be another couple of weeks. Okay, awesome. Right. I'm outta here. Thanks Tim. Have a great deal. God bless bye-bye bye-bye.

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